Assume you are the CMO (Chief Marketing Officer) of your chosen product and you are presenting your analysis, findings and recommendations to the Board of Directors!
- Present an industry and company overview including, but not limited to, market size, growth and revenue break-up.
- Conduct a PEST/PESTEL analysis of the industry.
- Present a SWOT analysis identifying the KEY points and grading them along with the probabilities of occurrence and the reasons thereof
- Think of your customers, who is your target market?
- Using the marketing mix and its constructs explain the existing strategiesof your chosen product/brand.
- Considering the above information-what should your chosen brand/product do over the next 5 years? Please explain the chosen strategic decisions drawing from your understanding of existing marketing theory and remember that your competitors will be conducting the same exercise.
- Please ensure that appropriate references are provided and arguments are clearly justified.
- Please remember that your competitors are doing the same and the intention as in any business setting is to WIN. No one remembers the number two!!
- Besides grading criteria specified in UG course handbook, here are some more specific grading criteria related to the Principles and Management of Marketing course, as it follows here:
- The coursework addresses and interprets the question– 40%
- The answer makes an interpretation of the question and in relation to this develops a coherent and connected line of argument. The answer sticks to the point. Instructions in the question are carried out (i.e. discuss underpinning concepts using contemporary examples).
- Knowledge/Content – 40%
Concepts, theories, facts, examples and research evidence are relevant and selected to back-up and illustrate what is being said (i.e. the arguments and interpretation).
- Organisation/Presentation – 20%
Arguments and evidence are coherently presented in academic business report format.
Acknowledgement of sources and citation in Harvard style, legible, length, clarity, grammar and spelling, etc.