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Choose a Brand OR a Product launched in the past 5-8 years that you would like to work for in the future.
Understand as much as you can about how this brand works for your marketing project. Your research should address the questions highlighted below, which you will compile into a report and present to the class for feedback. The results of your research should tell a story with the data illuminating a future path to increased success for the company.
Questions to seek answers for:
Situation Analysis/Environment Scan: Analyse your selected company using one of these models as a structure to follow
Porter’s 5 Forces or PESTLE in a diagram
Identify its Market Orientation and Explain why (150 words)
Market Segmentation, Targeting and Positioning (STEP model) (300 words)
What is the company’s positioning (USP)?
What problem does your product or service solve?
Describe the total market for their offering: Who are potential customers? Do a visual of the TAM, SAM, SOM.
Identify and briefly describe 1 buyer personas that this company serves (diagram/visual)
4. Competitor Analysis: Provide a perceptual map and brief summary of the competitive landscape. (200 words)
5. Marketing Analysis: Provide a snapshot of your company’s digital and offline presence i.e. website/app and social content (support it with screenshots and visuals) AND TV, print or outdoor ads (300 words).
6. Marketing Recommendations: Are there any other areas that the company should focus on to remain competitive? (300 words) . Summarise:
In which areas do you think they should improve?
Why are these the most important areas they should focus on?
What are the trends this brand should be aware of to stay ahead of the competition?
Use digital tools to find data: business reports, media stories, market data, social media, customer chatter, investments from other companies, etc.
1. Executive Report:
Produce a report to present your findings showing only the most useful information so that it tells a compelling and visual story that will inspire your client/future employer to take action. It should offer valuable insight into the various factors that impact the company and the industry.
Think about what you would like your client to do and what outcomes they could expect based on implementing your recommendations.
Provide an executive summary of your research and a conclusion showing the next steps to take action on. Add a reference list, all citations in APA format, please. All additional information including images, graphs and charts to be added in the Appendix.
Report structure: See the Resource List for an example of the structure.
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