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Knowledge and Understanding a Appreciate and integrate the value of the analyticaltools and techniques availableto marketing professionals when evaluating the marketing environment and developing

Knowledge and Understanding a) Appreciate and integrate the value of the analyticaltools and techniques availableto marketing professionals when evaluating the marketing environment and developing marketing strategies. b) Demonstrate and evaluate the vital necessity of focusing on the customer and marketplace as the foundation of marketing planning. c) Critically evaluate the marketing mix of an existing organisation contrasting application to theory. Subject-specific Skills d) Propose and present an audit that would provide the basis foramarketing plan e) Critically appraise tactical marketing decisions based on situation analysis and in line with strategic marketing plans. f) Examine and appreciate the tools of strategicmarketing and apply in practice g) Explain and appraise marketing concepts, theories and models clearly and apply these critically to existing organisations

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Assignment requirement: The purpose of this assignment is to produce a comprehensive marketing audit that would support a marketing plan. The audit will be produced for a company or brand and will focus on one market only. You are required to select an organisation of your choice, and produce a thorough, well researched and comprehensive marketing audit. The most important aspect to be mindful in selecting an organisation is, that you should be able to refer and access to good quality sources from Mintel or Keynote when working on the audit of the selected organisation. In other words you should select an organisation which has data / statistics / information reports under Mintel or Keynote for you to refer under the audit.  Expected quality of the answer: You are expected to undertake a comprehensive marketing audit in order to analyse the current situation of the organisation to arrive at strategic priorities for the coming year. It is expected that you refer to good quality sources such as Mintel, Keynote, any other similar industry reports, etc. in your audit when it comes to analysis.  Structure of the assignment: You are advised to follow the below guidelines in preparing your answer for the purposes of clarity and presentation. Executive summary Contents page Introduction to the audit Company/ brand background Macro analysis (e.g. PEST/ PESTLE) Micro analysis (e.g. internal analysis) Competitive analysis using strategic groups, perceptual mappings and reviewing the company/ brand’s two closest competitors. (Do not use Porter’s 5 forces) SWOT Conclude with the strategic priorities for the coming year, based on your analysis of the current situation. References

Jul 31 2020 View more View Less

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