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MKT5000 Marketing Management

Question

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Assignment Task

This assignment requires you to select a branded product (or product line) or service or organisation of your choice, and to perform the market analysis tasks outlined in this assignment document. The market analysis tasks will enable you to make informed marketing decisions moving forward. You could either base the assignment on an existing branded product (or product line) or service or organisation of your choice or on a branded product (or product line) or service or organisation of your own creation. 

Once you have made your selection, you need to:

• Give a background of the product/service/organisation.

• Explain the need/want satisfied by the product or service and the value that it offers the consumers.

• Conduct an analysis of the marketing environment using any suitable framework such as PESTEL, SWOT etc. It is important to note the key influences, trends and likely impacts that affect the current and future value (positively or negatively). There is need to demonstrate considered and evidence-based analysis of the market

• Decide on the best way to segment the market and provide a rationale for your market segmentation decisions. There are many ways to analyse and segment a market.

• Determine the target market to serve (which could be one or more of the market segments) and provide a rationale for the selected target market. 

• Design a customer persona that gives the enterprise a deeper insight of the target market. The description of the target market and the customer persona maybe completed together or separately.

MKT5000 Marketing Management

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