Objective:

The main objective of this exercise is for you to test your knowledge of traditional marketing concepts. By implementing all the knowledge that you acquired in this course, you will be able to apply these marketing concepts professionally into your report.

Guidelines:

Identify a product and write a 2000-word analysis of its marketing plan.

Include:

Product analysis

SWOT

PESTEL

Porters Competitive Forces

Marketing Mix

Market Segmentation

Structure:

Cover page: including the name of the company, your name, Session code and date.

Introduction: This introduces the reader to the company that you will be discussing.

Findings and analysis: This includes all the tasks that will be presented below.

Brief conclusion: this recaps the main characteristics of the company and suggests its stance in the market.

The report should display a coherent structure

The report should be prepared as a neatly typed Word document (Times New Roman 12 points), with 1.5 spacing and page numbering.

All sources must be referenced (using APA) in the text and a full bibliography must be provided (including visited websites). Paraphrasing or direct quotes taken from other sources must be clearly indicated with citations. No footnoting!

Students are reminded that depth, relevance and variety are the crucial elements of quality research.

Task 1 : Identify a product of your choice and provide an analysis of its uses and competencies.

Task 2: Develop the companys Marketing Plan

Study the companys internal and external environments

a. SWOT

b. PESTEL

c. Competitive Forces

Task 3 : Develop the companys Marketing Plan

Analyze the products market segment (20 points)

Analyze the best marketing mix based on the identified segment (30 points).