156231 Strategic Marketing Management

This section should outline the purpose of the report and briefly introduce the case company’s product category of focus. You should also provide a broad outline of what the report contains. Your introduction should not be too lengthy (1-2 paragraphs or approximately 10% of the report word length). 2.Discussion: The broad aim of a Marketing Mix Analysis is to analyse the likely effect of the firm’s marketing actions in terms of building market-based assets and improving overall brand performance. In this section you need to demonstrate your ability to identify and analyse key strategies/factors relating to the case firm Triumph & Disaster. This report also requires you to demonstrate your knowledge and understanding of the marketing concepts/theories that you link to the firm’s actions. Use examples to illustrate your reasoning and provide evidence to support your analysis by citing appropriate sources. Please refrain from purely descriptive statements and strive to demonstrate your ability to critically analyse your findings. The discussion section should have sub-headings which align with the areas of focus. All sources of information should be carefully cited within the body of the text and referenced appropriately - the discussion section of your report will present the evidence for your conclusion. 2.1 Marketing Mix Strategies: In this section, you will identify and critically analyse strategies used by Triumph & Disaster that relate to the following marketing mix elements: product strategies, price strategies, and distribution strategies. 2.11 Product Strategies:In this section, you will discuss the company’s product attributes in terms of quality, product mix, packaging and labelling. You will also discuss the different branding strategies the company follows. Additionally, please discuss the firm’s brand-extension/co-branding strategies if applicable. 2.12 Pricing Strategies: In this section, you will discuss the pricing strategy the firm follows, and your analysis will consider if this strategy supports their targeting and positioning strategies. 2.13 Distribution Strategies: In this section, you will discuss the distribution strategy the firm follows, and your analysis will consider if this strategy supports their targeting and positioning strategies.