Assignment Brief:
The task is divided into two parts (Part 1 & Part 2) and candidates are expected to address both.
Rising obesity and health related issues, especially among children and adults, are driving consumers to eagerly look for healthy food and beverages. Your task is to identify an organisation, manufacturer and/or brand owner, that is involved in the marketing of health drinks (fruit yogurt drinks, teas, infused water, fruit juices etc). Prepare an individual report of 3,500 words (+/- 10%) addressing the following issues.
Part 1:
Using appropriate sources undertake a full marketing audit (external and internal environments) of your chosen organisation. Evaluate the organisation’s marketing strategy; this must include details of the organisation’s position relative to other industry members.
Provide a critical evaluation of the organisation’s competitive edge (USP) over other brands in the marketplace. Demonstrate the organisation’s effectiveness by providing an evaluation of competitive performance. This should include relevant market performance data to underpin your evaluation such as market growth, sales trends, profitability etc.
Part 2:
Based on your Part 1 analysis /evaluation you should now choose a product from the organisation’s range:
• Select customer segment/s for the above, explaining your choice.
• Set clear marketing objectives to increase brand awareness, market share, and growth in sales volume and/or profitability.
• Recommend marketing strategies, based on the application of the marketing mix to your chosen brand category.
Benchmarking against other successful organisations or companies preferably from different industry sectors could also be used to further develop your analysis.
Your arguments, findings and recommendations should be supported by theories, facts and figures published within academic books, journal articles, recognised business magazines and market intelligence reports.
Assignment Structure:
This is an individual assignment as a single report in two parts. Candidates are encouraged to be creative with their analysis and recommendations by using theories covered in the lectures and workshops.
Below is the structure that candidates must follow for this report:
Part 1.
• Title page
• Executive Summary
• Table of contents
• Introduction
• Situational analysis – (PESTLE) (SWOT)
• Competitive advantage (USP)
• Evaluation of current marketing strategy
Part 2.
• Segmentation Targeting & Positioning (STP)
• Recommended objectives and goals (SMART TARGETS)
• Recommend marketing strategies based on the application of the marketing mix to your chosen category or model
• Conclusion
• Bibliography (with references)
