Your task is to identify an organisation (producer and/or brand owner), that is involved
in the marketing of games consoles and prepare an individual
... [Show More] report of 3,000 words
(please see appendix 1 for further details) addressing the following issues.
The task is divided into two parts (Part 1 & Part 2) and candidates are expected to
address both.
Part 1
Using appropriate sources undertake a marketing audit of your chosen brand, this
should contain the following:
➢ An evaluation of the chosen brand’s current performance, this should include the
use of relevant market performance data to underpin your evaluation, for
example market growth, sales trends, profitability, etc.
➢ A critical evaluation of the brand’s customers and identification of the key drivers
in aligning the brand to preferences of this target group(s).
➢ An identification of the brand’s key competitors and exploration of how they gain
competitive advantage.
[Weighting - 60%]
Part 2
Based on your analysis of the brand in Part 1 you must select one of the brand’s products
and undertake a detailed evaluation of marketing practice - using a 4P Framework.
This should include discussion on:
➢ Product or Service
➢ Pricing approach
➢ Promotion techniques
➢ Location & Physical environment (Place)
You should also look to indicate key marketing mix recommendations to move the
business forward.
[Weighting - 40%]
MKT 306
You must:
➢ Undertake suitable secondary research into the sector and market using
appropriate secondary sources (non-academic).
➢ Apply appropriate theory and models to examine the organisation and their
marketplace using suitable academic articles and texts.
➢ Submit as a formal business report using appropriate headings.
➢ Further details will be provided in class and on Canvas Assessment section.
Assignment Structure:
This is an individual assignment as a single report in two parts. Candidates are
encouraged to be creative with their analysis and recommendations by using theories
covered in the lectures and workshops.
The below is a suggested structure that candidates may wish to follow for this
report:
Part 1
➢ Title page
➢ Table of contents
➢ Introduction
➢ Evaluation of current marketing strategy/performance (inc PESTLE)
➢ Analysis of customers and segments
➢ Analysis of the organisations competitors and competitive advantage (USP)
Part 2
➢ Marketing strategy analysis:
• Product rationale and explanation
• Pricing strategies employed
• Promotional campaigns used
• Distribution strategies undertaken
➢ Identification of appropriate marketing strategies to your chosen product / brand
➢ Conclusion
➢ Reference list [Show Less]