Description
Focus on the current situation and the marketing the brands are currently using. The brands are international but to provide more focus, you can concentrate on their activity in one country such as USA, UK or China etc.; or focus on part of their business
e.g. women’s fashion.
What you have to do:
1. UNDERSTAND. The marketplace, the company, the consumers (materials that support this section are from weeks 1-4)
Conduct a critical review of the company’s position (situation analysis) in the industry by employing MAXIMUM ONE of the following tools (approximately 400 words): SWOT, PEST(EL).
Critically identify the company Buyer Persona (who are the consumers? What they want?) and the company value proposition (what is the unique benefit that the company offer to them?) (approximately 400 words).
2. ANALYSE. The marketing strategy (materials that support this section are from weeks 5-8)
Carry out an in-depth marketing strategy analysis by using MAXIMUM TWO of the following marketing areas (approximately 1200 words):
Product/Service – Pricing strategy – Communication -Distribution/ Channel management
3. IMPLICATIONS. So What? What are the opportunities?
Write specific, feasible and consistent recommendations based on the evidence from the analysis (approximately 500 words).
Scholarship: Make sure you use a variety of sources and provide accurate references: here you can find information.
