Assignment Task:
Task detail
Task 1.1: Marketing context
Critically assess the significance of five key marketing issues, (these could be challenges and or opportunities), facing the company in relation to their current marketing strategy. In order to do this, you will need to provide, in the appendix, a thorough audit of the organisation and the marketing environment, using a variety of information sources to support your analysis. You will need to consider internal and external influences (including competition) and use facts and figures, to provide evidence to support your analysis. The analysis should use at least three different audit tools for example SWOT, PESTLE, Porter’s Five Forces Analysis. Findings can be presented in table format, using bullet points, but they must all be properly referenced using the Harvard system. (This should build on the marketing audit carried out for the Formative Assessment, and note that the Appendices are not included within the 2,500 word limit.) In the body of the report discuss in detail five marketing issues that you have discovered in your audit. You need to explain the issues in full and assess their potential implications so that their relevance and significance is clear. You should refer to your marketing audit wherever necessary to provide evidence for your comments, and/or to additional credible and up-todate sources.
Task 1.2: Digital strategy assessment
As in task 1.1 your findings will be based on and should refer to your digital audit included in the appendix (carried out as part of the Formative task, developed as necessary for the Summative), that demonstrates that you have used appropriate digital frameworks: digital 7Ss, 5Ss, and RACE, which can be presented in table format using bullet points but should be supported by fully referenced, credible and up-to-date sources. It may be that you also have relevant findings to discuss in this task sourced from the audit tools already used in task 1.1.
Focusing specifically on the digital element of the company’s marketing, in the body of the report, you need to give your assessment of the company’s current digital strategy i.e. how successful it is? Then, you need to evaluate the current level of integration between traditional and digital marketing and identify the resulting key priorities that the company must now address to improve its current approach. To do this effectively you will need to define what you mean by integrated marketing, and give your opinion as to whether their current marketing is well-integrated or not, explaining all your points in full with examples to illustrate your points as necessary, and discussing any potential consequences, so that their relevance is clear.
Task 1.3: Set and justify Marketing Objectives
In relation to your chosen country, set out three SMART appropriate marketing objectives which must address the issues you have identified in tasks 1.1 and 1.2, ie they must cover traditional and digital marketing, and how the two can be successfully integrated. Your objectives must be consistent with achieving the corporate vision and objectives, so in order to justify your proposals, you should research and provide necessary detail on the organization’s vision (this evidence can be included in the Appendix).
Demonstrate a clear understanding of the concepts of targeting, segmentation, and positioning and evaluate how these are applied to the organization in question in your chosen country.
• Explain the concept of segmentation and how it applies to this organization
• Explain the concept of targeting, and how it applies to this organization including what their current targeting strategy is
• Assess the need for different online /offline target audience based on their different buying behaviors for this organization
• Demonstrate a clear understanding of their product portfolio, here you may wish to use a Boston Consulting Grid
• Explain their product positioning, (justified conceptually), here you may wish to use a perceptual map
• Explain the concept of Value Proposition and explain what theirs is (for both online and offline).
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