Assessment description

Using the same organisation selected for Assessment Task 1, you will draft a report in which you analyse qualitative data to:

- determine the success of marketing activities
- identify over- and under-performing products and services to be considered for redevelopment or withdrawal
- use forecasting techniques to identify existing and emerging market needs.

Procedure/Instructions

1. Review the marketing plan strategies and objectives of your selected organisation.

2. Gather and analyse performance data from all areas of the business to determine the success (or otherwise) of marketing activities.

3. Discuss the performance of products and list over-performing and under-performing products and services. Using the data available, recommend redevelopment or withdrawal of any over-performing and under-performing products where appropriate.

4. Utilise forecasting techniques to analyse the market data to identify existing and emerging market needs. Forecasting techniques may include:

a. Delphi techniques

b. model building

c. projection

d. scenario planning

e. surveys of intentions

f. top-down or bottom-up forecasting

5. Document your qualitative analysis from steps 1-4 in your draft report from Assessment Task 1.

6. Submit the required documents for assessment as per the specifications below. Be sure to keep a copy for your records.

Attachment:- Appendix-1.rar