Imagine you have been appointed as a marketing analyst for an organisation involved in developing research-informed marketing

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Question:

Imagine you have been appointed as a marketing analyst for an organisation involved in developing research-informed marketing plans for supermarket products. The specific area you are expected to focus on is ‘electronic products’.

You are initially required to find available information about the electronic products market using secondary sources, such as industry reports and web sites. After that, you are required to visit the stores of your choice (Harvey Norman, The Good Guys, etc) and undertake observational research of the electronic products in the store. In particular, you are expected to:

1. Choose a specific brand from those available.

2. Identify the competitors placed around and then focus on one close competitor

3. Collect information regarding Marketing Mix Elements (product, price, placement and promotion) of your chosen brand and its competitor

Report Structure and Specific Tasks

After conducting secondary and observational research, you are required to develop a report summarising your findings. The structure of the report should be:

Title: Provide a captivating title that sums up your observational research experience

Table of contents

Executive Summary: An executive summary of your report, including your research approach and findings. (not included the word limit)

1. Introduction: Present the purpose of the report (who are you writing the report for and why?) Any background information relating to the report? What will your report cover? (approximately 100 words)

2. Industry background: Provide a background of the industry marketplace for the chosen brand. Areas for consideration: defining the industry; key players; key statistics; major issues and trends. (approximately 250 words)

3. Segmentation Analysis: Identify and describe the segments (segmentation variables and segments profile). Explain briefly which segments that are currently, or potentially could be, targeted by your selected brand, by referring to product categories within that brand. (approximately 600 words)

4. Analysis of Marketing Mix Elements: Compare the marketing mix elements of your chosen brand and its close competitor. Use your theoretical knowledge and observational research to critically analyse their marketing mix elements. For instance, provide an explanation about layers of the product and perceived product quality, pricing competitiveness and its objectives, analysis of micro placement strategy (within the store) in enhancing sales to individuals and/or families (bulk sales), and promotional strategy of the brand. (approximately 800 words)

5. Conclusion and Recommendations: Summarise key findings of your report (i.e. specific points and findings the report came up with) and provide recommendations to improve the marketing mix of the selected brand.