You are required to undertake an individual written report related to a particular organisation of your choice - either one you work for or one you are familiar with. The overall aim is to evaluate ways in which changes within the global economy might impact upon marketing strategies and activities.
You will be assessed on your ability to:
o Critically evaluate the impact on the company's strategies for sustainable competitive advantage, segmentation and branding in a potential economic future
o Using the same potential economic future, critically evaluate the potential impact on the company's customer behaviour
o Identify and critically assess possible opportunities for growth within the organisation's MACRO environments (maximum of 4 opportunities)
o Write a logical, well-presented and accurately referenced piece of work Your report should be 2,500 words. Higher marks will be awarded for clear links made to academic marketing theory.
Key sections with suggestions as to word count: Contents Approximate Word Count 1 Brief summary of economic factors 200 2 Potential economic impact on marketing strategies:
a) Competitive advantage
b) Segmentation, targeting and positioning
c) Branding 1400 3 Potential economic impact on Customer behaviour 600 4 Specific Growth Opportunities in macro environments 300 5 Bibliography (not included in the word count) As needed.