MARKETING MANAGEMENT
Assignment 1
Question: Choose a local store or service organization which will form the case study for your group assignment. (100 marks)
The coffee company that have been chosen by all the groups in our class are as below:
1) Super (My group)
2) Old Town White Coffee
3) Power Root
4) Nescafe
1) Assess the environment surrounding the organization/store.  (25 marks)
2) Assess the industry and competitors.   (20 marks)
– In this question, must show the analysis of competitors (include Super, Old Town
White Coffee, Power Root, Nescafe and some others international coffee companies)
and use some evidence to prove it, such as reports or journals. Besides, it must
includes the strategies used by each company in order to make them compete
with their competitors in the market.
3) Explain the role that customer service may have played in the past success of the store
using the following terms: brand parity, brand equity, product positioning, perceptual
mapping, and product differentiation. (20 marks)
4) Outline the market segments currently served by the organization as well as potential
new segments if they exist. If not, explain why there are no new segments to be tapped.
(15 marks)
5) Which model of buying behavior best suits an analysis of the organization you have
chosen: affect referral, evoked set, or multiattribute? Discuss. (20 marks)
IMPORTANT!!!
Your work must show that you have incorporated the key themes and theories from the relevant chapters in the textbook of Clow, K. & Baack, D. (2010) Marketing Management- A Customer-Oriented Approach, London : Sage Publications.
There must be evidence of relevant new data (e.g. company, macro- and micro-environments, etc.), AND wider, relevant and up-to-date readings!
There must be a minimum of five (5) References to support your arguments. At least three (3) MUST be academic journal articles.
All references should be…