Marketing Audit Fall 2016 - ASSIGNMENT GROUP MARKETING...

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ASSIGNMENT - GROUP MARKETING AUDIT (35%) In groups of 5 (maximum), you’ll are required to conduct a “Marketing Audit” on your group’s chosen brand. Based on information available from the press, promotional material, the Internet and through analyzing the actual product, you must assess the performance of that brand and provide recommendations. Your audit will be assessed based on your analysis of the firm’s current performance, your recommendations and presentation of the report. You can use the company’s website and visit stores where the product is sold but you must not request any information from the company in order to conduct your audit. The marketing audit will be presented in a report between 15-20 pages (excluding references, title page, table of contents, list of tables and/or figures and the appendix) using 12 font Times Roman with a 1.5 line spacing. The report should be guided by the following outline: Title Page Table of Contents List of Tables and/or List of Figures Executive Summary Introduction Environmental Context Analysis of the UAE (PESTLE) Demographic Environment Economic Environment Socio-cultural Environment Political and Legal Environment Technological Environment Natural Environment Competitor Analysis (2 and not more) Direct and Indirect Competitors Analysis of Competitive Strategy and Position Competitive Advantage Market Research If you know what sort of research the company does, write that (e.g. Lulu and Vintage Holidays questionnaire see Black Board Also, write what they should be doing and develop recommendations: What sort of information do they need, why do they need this, and how could they get this information? Customer Analysis Needs Analysis Do consumers seek to fulfill rational, emotional, symbolic or social needs when buying this product/brand? Decision Making Process Analysis (Sheth and Howard’s Model) What does the consumer do in each of the stages of the decision making process? Include any internal or external consumer behavior variables affecting the process. Segmentation and Targeting Identify the different segments within the market and the relevant segmentation dimensions Discuss the company’s target market(s) Positioning Strategy Describe the company’s positioning strategy Provide a perceptual map Product Strategy Product/s class, Product lifecycle Specify the core physical good and/or service, the actual and augmented product.
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Are there any new product development/s? The packaging? Pricing strategy What is the nature of demand and is the brand price sensitive? What is the approach to price setting? Is it value-based (create value) happiness, efficiency, produce medications, chemicals and computer programs and software and artwork often use this pricing strategy or cost-based ( masses) such as companies that produce textiles, food products and building materials.
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