Assignment Brief
Your task is to identify an organisation (producer and/or
brand owner), that is involved in the marketing of Fitness
Clothing Goods
... [Show More] and prepare an individual 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.
11
Assignment Brief
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%]
.
12
Assignment Brief
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%]
13
Assignment Brief
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
N.B. Please note the maximum word count excludes title
page, table of contents, appendix and references.
14
Assignment Structure:
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)
15
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 the structure that candidates must follow for this
report:
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]