Marketing analysis about CSL GROUP GLOBAL
Marketing assignment
The aim of this assignment is to conduct a marketing analysis - that is a study of the marketing environment and strategy - of CSL
Guidelines for Marketing assignment
The report should contain the following elements (please see marking rubrics for more details):
Describe the marketing background of the company that includes key information about the industry indicating where the company fits and/or positions itself paying special attention to sustainable practices- environment, society, resources use, etc
Describe and analyse the following marketing strategies used by the company
o Analyse the main Products, services, suppliers and customers of the company
o Pricing
o Promotion
o Place (distribution)
o (Note: for each of these Ps, please reflect on relevant theory(ies), discuss the strategies applied, and sustainability practices implemented by the company)
Compare the marketing mix (4Ps) to its closest competitors
Make recommendations for improvement of marketing mix for product(s) to become more competitive- Include relevant sustainability aspects
Appendix: Include a SWOT analysis and a Positioning chart
This is an individual report.
Detailed Guidelines
Marketing background of the chosen company
- Key information about the industry indicating where the company fits and/or
positions itself
- Pay special attention to sustainable practices - i.e. what have been done to balance economic, environmental, social benefits.
- Who are the targeted customers/segments?
- How the company and its products are positioned in the market (against the rivals' offering)?
Product vs. sustainability
- What products/product range are being offered by the company?
- Key decisions for product policy (some, but not limited to):
- Product quality/features
- Packaging, labelling
- Design and materials
- Production
- Supply chain management
- Considerations for consumption and disposal
- How can sustainability be incorporated into those key decisions?
Price vs. sustainability
- What are the general pricing strategies (e.g. value-based, cost-based or competition-based)
and their relevant sub-type(s) being used by the company?
- Do and how they adopt any new-product pricing strategies?
- What are their product mix pricing strategies (if applicable)?
- How are their product prices normally adjusted?
- Has any sustainable pricing practice been applied?
Promotion vs. sustainability
- What and how key elements of the promotion mix are being used (e.g.
advertising, PR, sales promotion, online marketing etc)?
- How has the firm attempted to design communications to inform stakeholders about its efforts, commitment, and achievement toward balancing/addressing economic, social and environmental benefits?
Place/distribution vs sustainability
- What marketing channels are being used by the company to distribute its products?
- How has the firm been managing its marketing intermediaries?
- How has the firm managed to achieve sustainable distribution?
Comparison to rivals
- Compare the marketing mix (Product, Price, Place, Promotion) to its closest competitors (1 or 2 closest rivals)
Recommendations
- Make recommendations for improving the marketing mix to achieve stronger competitiveness (to consider including relevant sustainability aspects)
- Make sure that the recommendations are well justified and connected to previous analyses of the marketing background, internal/external environmental situation, and marketing mix analyses.
Other requirements
- Report format with headings and sub-headings
- Approximately 2,500 words (+/- 10% accepted; excluding executive summary & list of references)
- Use Microsoft Word format only, Times New Roman 12 point font, 1.5 line
spacing
- Use Harvard referencing.
- 15-20 references are expected (including at least 5 academic references)
- See the Subject Learning Guide for marking rubric, and other information in LMS