MKG201 –Business-to-Business Marketing

MKG201_Assessment 1_Diagnostic report_M3Page 2of 7For your future assessments, 2 and 3 (marketing plan and presentation), you will get the chance to work in groups. At that point, your group will need to select a company, from those presented in assessment 1. For this reason, your assessment 1 diagnostic reportmust be detailed and in-depth, in case it is chosen by your future group, in assessments 2 and 3. Once you have chosen your company and your product, your task is as follows: 1.Describe the backgroundof the product and company –aspects to consider, could be the historical background of the product/company, such as brand, mission and vision.2.Explain the product details –this includes all aspects of the product, such as features, technical aspects,benefits to customers, varieties, etc. 3.Analyse the relevant market situation that includes industry analysis, competitors, and market trends –this includes the micro(company, suppliers, intermediaries, customers, competitors and publics) and macro(political, economic, social, and technological) analysis. The other elements to include, could be competitors and other market trends.4.Analyse the market segmentation of this product –this includes the basis of segmentation for your product, with a clear section identified. 5.Explain the importance of relationships in this industry -A comprehensive relationship management analysis should be included to show the importance of relationship in this industry. 6.Explain the buying behaviour in this industry –your explanation should include the buying process in this industry and the relevant factors that affect buying behaviour.