Essay MKTG802 – Strategic Marketing – Brands – Products and Services – Marketing Assignment Help

Assignment Task :

• Evaluate each Force and allocate a score, say 3/10 (unattractive), summarize each force or threat on attractiveness or unattractiveness 
• Aggregate the scores together to give an overall market attractiveness score, say 20/50 (unattractive) 
• Be wary of substitutes – don’t use competitors 
•  Provide a clear conclusion at the end on how attractive (or unattractive) this market is 
• Use the aggregate score for your strategic marketing grid (marketing attractiveness axis) say 20/50. 

HBR STRATEGIC CANVAS 

Harvard Business Review June 2002 published an innovative approach to Key Account Management that is useful for your individual assignment. This technique involves asking a key customer with a series of questions that uncover well-hidden buyer needs. 

On a blank piece of paper (canvas) ask: 

1. “Who are your 5-6 key suppliers?” 

2. “Please rank them in order of importance?” 

3. “What are your key buying criteria with these companies?” e.g. Quality, Range, Prices, Rebates, etc. in descending order too. 

4. How do the key suppliers’ rate on these criteria?

Question :

• Find out why E is doing so well on Pricing?
• Why does A have such a good score on relationships?
• Less focus is required on the last few attributes.