Define micro analysis


Assignment Details

• Company / product chosen: Toyota

• You are going to perform an environmental and marketing analysis on this company / product.

Assignment Format

• Cover page

• 1. Introduction

• 2. Company / Product Background

• 3. Micro Analysis

• 4. Macro Analysis - PESTLE

• 5. SWOT Analysis

• 6. Marketing Strategy

- Segmentation, Targeting, Differentiation, Positioning

• 7. Marketing Mix

- Product, Price, Place, Promotion

• 8. Recommendations

• 9. Conclusion

 Reference List

Assignment Format (Details)
• Cover Page
- Title of Report
- Date
• 1. Introduction
- 1 paragraph
- 4 to 8 lines
- Mention:
? Company / Product
? Purpose of report
? Structure of report
• 2. Company Background
- 1 paragraph
- 4 to 8 lines

- Briefly describe what the company / product is about
- Up to date information
• 3. Micro Analysis
- Define Micro Analysis. State that it comprises of Customers, Competitions and Company.
? Customers
. Who are they? (General Description)
. Key influences of buyer behaviour (Cultural, Social, Personal, Psychological)? Only those that apply
? Competitors
. Who are the key competitors?
. Market Share (Charts & Statistics)?
? Company
. Discuss 2 key Strengths and 2 key Weaknesses?
• 4. Macro Analysis
- Define
- Provide table stating the following for a country or region:
? Political
? Economic
? Socio-cultural
? Technological
? Legal
? Eco-environmental
- Discuss any THREE of the above in detail
• 5. SWOT Analysis
- Strengths
- Weaknesses
- Opportunities
- Threats
? Presented in a TABLE
? NO definition, explanation or discussion
? All information MUST be from sections 3 & 4
• 6. Marketing Strategy (Focus of the Report)
- Define
- Explain that the marketing strategy comprises of segmentation, targeting, differentiation and positioning
- Explain that the aforementioned will be explained in the following sections.
- 6.1 Segmentation
? Define
? Explain importance
? Suggest how your chosen company has segmented the market (geographic, demographic, psychographic and behavioural segmentation)
- 6.2 Targeting
? Define
? Explain importance
? From the segments identified in Section 6.1, suggest which segment(s) your chosen company has targeted
- 6.3 Differentiation
? Define
? Explain importance
? Suggest how your chosen company has differentiated itself from its competitors (value / competitive advantage)
- 6.4 Positioning
? Define
? Explain importance
? Suggest how your chosen company has positioned itself in the market based on the value identified in Section 6.3 (its value / competitive advantage)

• 7. Marketing Mix (Focus of the report)
- Product
- Price
- Place
- Promotion
• 8. Recommendations
- Agree or disagree with current strategy? Why?
- Any new or better ideas? Justify.
• 9. Conclusion
- 1 paragraph
- Summarise your key discussions in the report
- NO references or anything new in this section
• Reference List
- Minimum 10
- APA Referencing

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Marketing Management: Define micro analysis
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