MKTG90004 Marketing Management

Marketing Analysis

1. Introduction – this section should include a description of the market, your selected company, their product/brand range, and your final selected product for analysis. You should also include a brief mention of the key reasons for why it has been successful or otherwise, some financials for the company (revenues, sales, profits, market share, etc.)
   
   
2. Situation Analysis and Marketing Strategy – this section should include:
   1. The potential effects of macro-environmental forces
   2. Industry analysis
   3. Competitor analysis (focus on direct and in-direct competition)
   4. Assessment of the marketing strategy (segmentation, targeting and positioning) as well as brand’s approach to creating value with customers (it’s helpful to think of customer needs/problems and the benefits/solutions product offers).
   5. Evaluation of your selected product’s current marketing mix (e.g., brand/packaging, price, place, promotion)
   6. SWOT Analysis
      
      
3. Recommendations – this section should translate your above findings into logical and practical marketing strategy that will sustain or improve performance for the product in the near future (i.e., 5 years). Regardless, your recommendations should derive from your analysis. There should be no surprises in this section. Remember to consider the feasibility of your recommendations. This section should include:

1. Marketing objectives to be achieved by the marketing strategy. The objectives should be SMART (Specific, Measurable, Achievable, Realistic, Time-bound): between 3-4 should be sufficient.
2. Specific Target Markets. Identify 2-3 relevant segments that you believe the product needs to target. Develop a profile for each segment, including the relevant demographic, psychographic and behavioural characteristics.
3. Market/Consumer needs assessed for the product to assist with product planning.

4. Outline marketing mix for the product.

When making managerial recommendations, consider:

1. Capitalising on strengths
2. Overcoming weaknesses
3. Maximising opportunities, and
4. Eliminating any threats that you have identified in your situation analysis.

5. Conclusions – this section should summarise (very briefly) every important idea you have discussed in your work as well as draw conclusions based upon the evidence you 7 have presented.