Case study of Ewe Care: range of sheep milk skincare creams.
1. Explain the fundamentals of sustainable marketing and converse in marketing language.
2. Apply theories to understand, assess, and target particular market segments.
3. Communicate outputs from analyses of marketing situations.
4. Provide references for all the above
Things to include:
- Using marketing theory integrated with Case information, discuss how factors of the immediate [micro] environment influence the ability of your Case business to engage in sustainable marketing efforts.
- Using marketing theory integrated with Case information, discuss how changes/trends in the macro-environment have created the consumer need (opportunity) for your chosen product range.
- Use marketing theory to discuss the importance of market segmentation to define a target market. Match segmentation variables (identified from theory) with specific consumer characteristics (identified in Case research) to construct a profile of who you perceive to be the target market for your chosen product range.
- Using marketing theory integrated with Case information, discuss the importance of developing a clear value proposition. Identify the value proposition of your chosen product range and explain how it perceptually positions the range in the market.