Assignment Task
Context
Following from the Assessment 1 brief you need to develop a marketing report for the same client. The focus of this marketing report is to review and analyse your client’s marketing strategies. This includes identifying a target market, creating a positioning statement as well as a marketing mix analysis. Then utilising the information gained from the Assessment 1 situational analysis, combined with applying the marketing principles you have learned in the subject, develop a concise outline of marketing strategy recommendations to assist your client in growing the business.
Instructions:
- Develop a marketing report based on the following sections:
- Table of contents
- Brief introduction
- Target Market Profile.
Develop a target market profile applying two (2) variables for each of the following segmentation elements: demographic, geographic, psychographic and behavioural elements.
Note: Your business may target more than one market and if so, focus on what you think is the largest target market.
Positioning Statement
Develop a positioning statement for the client highlighting the values and benefits offered by the brand to consumers. This may be derived from evaluating the client’s website and marketing communications in order to complete the “Moore positioning statement” (template below):
Analysis of the Current Marketing Mix. Analyze the variables that include applications of:
i. Product strategy
- Identification/suggestion of the three levels of product
- Product classification
- Identification/suggestion of the product portfolio (width, depth and lines)
ii. Pricing strategies
Application/suggestion of at least 2 (two) relevant pricing strategies that may be used by the business and associated terminologies/concepts.
iii. Placement
Identification/suggestion of at least 1 (one) marketing/distribution channel strategy used and apply associated terminologies/concepts.
iv. Promotions
Identification and description of at least 3 (Three) promotional tools used by the business including relevant application of associated terminologies /concepts.
