Weighting: 30%

Due: Week 11

Lenght: 1500 words

Aim: The aim of this task is to challenge students with a real life situation, and to give them the opportunity to demonstrate their understanding of the covered topics

Description:You are required to select any one company, and integrate the company’s activities with the marketing concepts that you have studied in class.

Please ensure that you select amanufacturing goods company(with a high market presence, such as Coca Cola, Apple, Toyota, Unilever etc…) and NOT Service. Choose any one product of the company.

Your choice of the company and the product has to be approved by the lecturer.

The report should be 1500-2000 words in length (not including the Executive Summary, any appendices or reference list).

Structure and content required for the report:

? Executive summary

oInclude the key findings of your reports

§This is not a summary of your approach

§Is completed once the report is finalised

§It appears on a separate page at the beginning of the report

§It is included before the ‘Table of contents’

? Table of contents

oIncluded on a separate page

oIncludes all main headings of the report

oIncludes page numbers for each entry

oEnsure you know how to correctly set it out

? Introduction

oThe purpose of your report

oIntroduction of the Company and the Product

? Industry background

oA general description of the industry that you have selected including: industry trends, market size and other product segments – (Example: so while you may choose Coke or Pepsi, you still need to identify other segments in the discussion of the soft drink industry such as sports drinks and others to set the overall view)

oReferencing Required

? Company background

oSome background information on the Company that you have chosen including their product segments, market share, and a brief of the product that you have selected

oReferencing Required

? Macroenvironmental forces

oAn analysis of the macroenvironmental forces that shape the marketing environment in relation to the industry that you have selected

§You need to at discuss at least three forces in detail

§Referencing Required

? Microenvironmental forces

oAn analysis of the microenvironmental forces in relation to the company you have selected

§You need to discuss at least three forces in detail

§Referencing Required

? SWOT analysis

oDiscuss the SWOT (Strengths, Weaknesses, Opportunities and Strengths) analysis for the company based on your analysis of the industry, company and macro/micro environmental forces

§Don’t forget – a SWOT should include an analysis of the key points you have already discussed in detailin your previous analysis

§No referencing is required in a SWOT analysis

? Market segmentation

oDiscuss segmentation variables

§Identify the general market segments that your company targets

§Referencing Required

? Target markets

oIdentify the target markets for the product you have selected

oDiscuss the characteristics of the target market in relation to various segmentation variables

§Use a table to list the characteristics of the target markets in relation to each factor of the segmentation variables

§Referencing Required

? Targeting strategy

oProvide an explanation of the targeting strategy (undifferentiated, differentiated or concentrated?)

oHow is a targeting strategy chosen?

oWhat targeting strategy is used by the company that you have chosen and why?

oReferencing Required

? Positioning strategy

oA discussion of the different positioning strategies

oWhat positioning strategy is used by your selected company?

oReferencing Required

? Recommendations

oFrom your analysis of the industry, company, and macroenvironmental and microenvironmental forces, provide recommendations of other potential market segmentsthat may be an option

§Ensure that you justify your reasoning

Attachments:

Weighting.docx