1. The case study analysis should cover the following aspects:
1.1 Table content. - the project course requirements (20 marks allocated to it)
1.2 Focus your report on the Objectives, Strategies and the Marketing Action Plans (4Ps') suggest about 7-8 Pages. Heavy weightage of marks will be given to these.
Explanations
A. Executive summary - 3 key points.
i. Why? State the purpose of the project
ii. How? State the execution of the project?
iii. What? State the desired outcome?
B. Company Background
i. Who? Run the company - organisation structure
ii. Sales Trends chart 3-5 years
ii. What? Are they selling - product offerings
C. Environmental Analysis (SECTOR)
i. Use "SECTOR" - the FIVE environmental factors Social
Economics
Competition
Technology
Regulatory
ii. Relate each of the factors how it may affect the company business
D. Segmentation, Targeting and Positioning
i. Use "GDP-B" the FOUR bases to segment the market Geographic - Where? Location , city
Demographic -(AEIOU) Gen Y, Gen X , Baby Boomer i. Use hGDF5--B" the FOUR bases to segment the market
Geographic - Where? Location , city Demographic -(AEIOU) Gen Y, Gen X , Baby Boomer
Marketing Plan -Table of Content
Executive Summary
Company Background
Environmental Analysis
Segmentation & Targeting & Positioning
Setting Marketing Objectives
Strategies to achieve objectives
Action Plans: 4P's
Budget Needed to Support Strategies & Meet Objectives
Marketing Control
Conclusions ( AppendicestReterences)