Assignment Task:

In your role as a Marketing Consultant, you have been asked by Wiggo*: a fictitious European supermarket (food retailer) chain (similar to Aldi and Lidl) to research and report on the feasibility of them launching in a new international market (this can be a country or economic zone of your choice and/or one you are familiar with).

Please note Wiggo is a fictitious company and no use will be served by searching for them on the Internet.

Instructions

Develop a Marketing Feasibility Report to address the needs of this task. It should be structured as follows:

1) Front cover and contents page.

2) Executive summary (this should be a concise, approximately one-page summary of the report. It is not an introduction or terms of reference section).

3) Situational analysis (this should refer to the country/economic zone you have selected).

4) Marketing objectives (using the SMART format).

5) Marketing plan (strategy and tactical details). To include: segmentation, targeting and positioning analysis; marketing mix analysis.

6) Marketing budget.

7) Conclusions, recommendations and summary.

8) Appendices.To includebiography, references and any other relevant material.

9) PowerPoint presentation of your report. This should take the form of an imagined face-to-face ‘pitch' to the client to support and promote your bid for this consulting contract.