Marketing Report Phase 1 (Situation Analysis)
With reference to a company of your choice and using appropriate strategic frameworks, you are required to produce a situation analysis, in report format. The analysis should include the following:
• Competitor Analysis
• Market Analysis
• Environmental Analysis
• Customer Analysis
• Internal Analysis
This phase should include a SWOT analysis and a summary of the key issues your chosen company faces.
Marketing Report Phase 2 (Objectives and Strategy Development)
With reference to the same company, you are required to propose a set of objectives and identify, detail and justify the strategies and marketing program that can be used to achieve those objectives. The Phase 2 report should include the following:
• Marketing Objectives
• Targeting and Positioning
• Growth Strategies (if the objectives set refer to growth/improvement of current position)
• Selection of Competitive Advantage
• Marketing Mix Program
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