MKTG7512 – Strategic Marketing Management, 2021, Semester 2 Assessment 1: Case study report (40%)
Roman). Inclusive of everything (title page, abstract/executive summary, main text, tables, figures, references, appendices, if any). Everything is double- spaced except tables, figures, and pictures (if there are any).
The task:
You’ll select a focal product from a company of your choice, conduct a situational analysis of the company, analyse the industry’s competitiveness, and provide suggestions on the segmentation of the market and the potential repositioning of the product.
The report should include the following components:
(1) A title page, including the course code, your name and student ID (1 page)
(2) An abstract or executive summary of the report (1 page)
(3) (From point 3 starts the main body of your report): A background section
regarding the firms, the products it offers, and the focal product your case
study is about (2 pages)
(4) A situational analysis (i.e., the competitive position) of the company using
SWOT analysis (2 pages)
(5) An analysis of the industry competitiveness based on Porter’s five forces
model (2 pages)
(6) Provide a segmentation analysis of the relevant consumer market (2 pages)
(7) Select two key product attributes of the focal and competing products, and
construct a perceptual map onto which the products are located (2 pages)
(8) Compare and contrast the current positioning strategy the firm adopts about
0 comments