Use your own word to write, do not copy from other.

Written Report - BUS 1410 Marketing

Value: 25%

Due Date: See Moodle Assessment Overview, Calendar, or Course Syllabus In this report you will illustrate your understanding of marketing concepts and marketing mix through direct application to a brand/company of your choice. Instructions Choose a brand/company of your choice, identify and explain the core marketing concepts. Describe and discuss the marketing strategy employed for one customer segment. This includes following the brand/company on social media, profiling one segment and each of the marketing mix elements to meet the needs of that segment. (Please do not complete this report on Hello Fresh or Chefs Plate as we discuss those brands/companies in class)

Step 1 Choose a brand/company of your choice and follow them on social media (at least 2 platforms) and complete the written report on it.

Step 2 Review the brands marketing communications and other researched data, identify the target market profile of one customer segment targeted by the brand/company for one of their products/services.

Step 3 Research the required information to complete the sections of the report as outlined below. Follow the rubric that is provided for this report and use the below requirements as a guide for what your headers should be in your report. 1.Introduction: Introduce the brand/company, the product/service and then finally the report elements and structure to the reader. Do not include your conclusion in this section. 2. Core Marketing Concepts 2.1 Markets and Target Market Segments: Research and identify the segmentation factors and variables used by your brand/company to segment the market. 2.2 Customer Profile: Research and identify the consumer behavior aspects that lead to the target market profile of one customer segment targeted by the brand/company. 2.3 Needs, Wants and Demands: Explain and describe the needs, wants and demands of the customer segment identified. 3. Marketing Environment: Research, identify and determine the impact each of the following elements of an environmental scan on the brand/company/customer you have selected. 3.1 Demographic Forces 3.2 Regulatory Forces 3.3 Competitive Forces 3.4 Technological Forces 3.5 Economic Forces 3.6 Socio-cultural Forces

4. The Marketing Mix: Research and describe the role and importance of the marketing mix. 4.1 Product: Research and describe the brand/companys product offering include features, quality, packaging, product life cycle, etc. 4.2 Price: Outline the price a customer pays of the product/service. Identify and discuss which pricing strategy the brand/company uses. What internal and external factors impact the price? 4.3 Place: List the physical/virtual places and store locations where the product can be bought. Describe the channel of distribution used by the brand/company. Highlight any logistics management that is of importance. 4.4 Promotion: Identify the types of promotion used by the brand/company to reach their target customer. Explain the message (value, benefits and call to action) the brand/company is trying to communicate to the target market.

5. Conclusion: This is a short paragraph reiterating the main issues/points outlined in the report. Use past tense for this, for example, This report has outlined

6. Reference List (APA): This is to be a new page. List all resources that were used in your researched. It is to be in APA format. If you did not write, cite it.

Use headers/sub headers in report Use point form when appropriate, remember business writing is to be concise and to the point, no fluff. Double spaced, 12-point font No more than 10 pages (marks will be deducted and/or professor will stop reading at 10 pages) Does not include cover page, table of contents, appendices, or references.