TASK
You are required to write a Coursework of 3000 words on the case below:
You are the marketing executive of a company engaged in the sale of products. The top management desires to improve the performance and profitability of the company. As the marketing executive, you are directed to translate this vision of the top management. You perceived that this vision can be attained through possible growth opportunities like new product development (NPD), product innovation (Penetration), new market creation, and diversification.
To prepare a report, consider the points below.
1. Write the introduction explain the nature of the operations and product portfolio of the selected company.
2. Evaluate the internal and external environment of the company using, PESTLE and SWOT analysis
3. Describe the market situation, market segment andmarket share of the company in the industry.
4. Using the Ansoff's Matrix, determine which growth oppoitunities are most viable and appropriate for the company.
5. Conduct segmentation and identify the target market for effective positioning of the products based on the growth opportunities previously selected.
6. Develop an appropriate marketing mix for the proper positioning of the company to its prospective customers and market niche.
Coursework assesses the following module learning outcomes:
- Utilise a range of tools and techniques to analyse and evaluate markets, market opportunities and market segments.
- Use market and financial data to set and monitor marketing objectives and prices.
- Develop tactical level marketing plans which define marketing mixes appropriate to the marketplace, target group and market conditions.
- Demonstrate understanding of the need for maintaining quality and customer focus and for innovation in order to build and maintain competitive advantage.