Your REPORT structure has to address 5
of the key steps in designing a marketing plan
A short summary of the entire work
Background, brief statement of the problem,
aims of the analysis, approach adopted for analysis, findings
Aim to produce a SWOT for the company
in the case study.
Do so by examining the key Marketing Management
principles of the Micro and Macro audits (With academic references from
And then applying these auditing
principles and practices to the situations in the case – two examples of S,W,O
and T would be sufficient.
and justifying 2/ 3 Marketing Objectives
examination of valid objective setting is based on the key
and practices of the SMART approach to objective
Apply these principles and practices as you state
/ justify your Marketing objectives for the case study company – linking these
to issues in your SWOT.
Provide an outline of the tasks in
the Market Segmentation – Targeting and Positioning process.
Briefly explain what each of these
tasks involve – the key principles and practices in each one. (academic
Then apply these principles and practices
to the case study company.
Your analysis needs to be based on
Porter`s Generic Strategies model.
Identify the key principles and
practices of this model. (academic references)
Again apply these in order to
recommend Competitive Advantage strategies for the case study company.
The key principles and practices of
the 7P Marketing Mix. (academic references).
Explain/ recommend how the company
can best achieve their objectives and competitive advantages by employing a 7P
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