MARKETING in PRACTICE Assignment

Task:

The purpose of this assignment is to engage the student in conducting secondary research from various sources of data on a New Zealand business. The student will be expected conduct a brief situational analysis on the chosen brand or business.

In addition to synthesizing and analysing the information collected, the application of marketing concepts and theories will be evident.

You will select, research and describe an existing brand, company or business of your choice that is based in New Zealand. Your task is to undertake a strategic analysis of the current situation for the selected entity.

Your report will be in four major sections, preceded by a title page with a relevant heading and the table-of-content.(Please use a fresh page to continue with each new section).

The length of the report is 1500-2000 words. You are expected to search online and have access to business journals, newspapers, and text books. In the event of partial or incomplete information, you are expected to make assumptions to join the dots. Proper referencing is mandatory.

Section one: overview of the selected NZ business

Executive summary and introduction

• State the purpose and scope of the report.
• Outline the type of analysis conducted
• Summarise the key highlights and any significant conclusions.

Background

• A brief overview of the business - its vision, mission, and brand value.
• Describe the product/ service - its current product offering including product features and benefits, and customer value proposition.
• Lastly, briefly state its current situation in the marketplace, and any other relevant background information (core competency, core competitive advantage, and corporate culture).

Section two: environment scanning

P.E.S.T.E.L

• A critical examination of any four of the political (including legal & regulatory), economic, social-cultural, technological and natural environment (if relevant) that potentially would impact the business positively or negatively.
• Also, consider the competitive environment and the role of social-responsibility and ethics in the business.

Section three: impact of emerging technologies and trends

• Assess the role of digital media and electronic marketing on the business, and evaluate the influence of consumer-generated information for effective marketing.

Section four: segmentation and targeting

• Selection of the four segmentation bases and application of relevant variables for each, in the chosen market.
• Develop two market segment profile(s) for the selected product/ service.

It is recommended that the report structure is as follows:

• Title page
• Table of contents
• Section One - overview of the business (350-500 words)
• Section Two - environmental scan (500-600 words)
• Section Three - emerging technologies and trends (300-400 words)
• Section Four - segmentation and targeting (350-500 words)
• References
• Appendices (if any)