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Marketing background Assignment Help

Marketing background Assignment Help

Marketing background of the chosen company:-

• Key information about the industry indicating where the company fits and/or positions itself

• Pay special attention to sustainable practices – i.e. what have been done to balance economic, environmental, social benefits.

• Who are the targeted customers/segments?

• How the company and its products are positioned in the market (against the rivals’ offering)?

• Useful references:

• The company’s website

• Kotler’s Marketing Management book with chapter(s) relevant to Segmentation, Targeting,

Positioning Product vs. sustainability:-

• What products/product range are being offered by the company?

• Key decisions for product policy (some, but not limited to):

• Product quality/features

• Packaging, labelling

• Design and materials

• Production

• Supply chain management

• Considerations for consumption and disposal

• How can sustainability be incorporated into those key decisions?

• Useful references:

• The company’s website

• Book section: “Sustainability goods” (pages 50-69) from Readings and cases in sustainable marketing: Astrategic approach to social responsibilitybook

• Leonidou, C., Katsikeas, C., & Morgan, N. (2013) "Greening" the marketing mix: do firms do it and does itpay off?. Journal of the Academy of Marketing Science, 41(2), 151-170. (especially “Green marketing program” section)

• Kotler’s Marketing Management book with chapter(s) relevant to Product policy

Price vs. sustainability:-

• What are the general pricing strategies (e.g. value-based, cost-based or competition-based) and their relevant sub-type(s) being used by the company?

• Do and how they adopt any new-product pricing strategies?

• What are their product mix pricing strategies (if applicable)?

• How are their product prices normally adjusted?

• Has any sustainable pricing practice been applied?

• Useful references:

• The company’s website

• Book section: “The last mile: Pricing for life” (pages 294-302) from Readings and cases in sustainablemarketing: A strategic approach to social responsibilitybook

• Leonidou, C., Katsikeas, C., & Morgan, N. (2013) "Greening" the marketing mix: do firms do it and does itpay off?. Journal of the Academy of Marketing Science, 41(2), 151-170. (especially “Green marketing program” section)

• Kotler’s Marketing Management book with chapter(s) relevant to Price policy

Promotion vs. sustainability:-

• What and how key elements of the promotion mix are being used (e.g. advertising, PR, sales promotion, online marketing etc) ?

• How has the firm attempted to design communications to inform stakeholders about its efforts, commitment, and achievement toward balancing/addressing economic, social and environmental benefits?

• Useful references:

• The company’s website

• Book section: “Strategic brand promotions:Prospects for sustainability marketing” (pages 303-309) from fromReadings and cases in sustainable marketing: A strategic approach tosocial responsibilityBook Leonidou, C., Katsikeas, C., & Morgan, N. (2013) "Greening" the marketing mix: do firms doit and does it pay off?. Journal of the Academy of Marketing Science, 41(2), 151-170. (especially “Green marketing program” section)

• Kotler’s Marketing Management book with chapter(s) relevant to Promotion policy.

Place/distribution vs sustainability:-

• What marketing channels are being used by the company to distribute its products?

• How has the firm been managing its marketing intermediaries?

• How has the firm managed to achieve sustainable distribution?

• Useful references:

• The company’s website

• Book section: “Sustainable distribution” (pages 163-175) from Readings and cases insustainable marketing: A strategic approach to social responsibility (Book)

• Leonidou, C., Katsikeas, C., & Morgan, N. (2013) "Greening" the marketing mix: do firmsdo it and does it pay off?. Journal of the Academy of Marketing Science, 41(2), 151-170. (especially “Green marketing program” section) )

• Kotler’s Marketing Management book with chapter(s) relevant to Place policy

Comparison to rivals:-

• Compare the marketing mix (Product, Price, Place, Promotion) to its closest competitors (1 or 2 closest rivals) 

Recommendations:-

• Make recommendations for improving the marketing mix to achieve stronger competitiveness (to consider including relevant sustainability aspects)

• Make sure that the recommendations are well justified and connected to previous analyses of the marketing background, internal/external environmental situation, and marketing mix analyses.

Appendices:-

• SWOT analysis (Strengths, Weaknesses, Opportunities, Threats for the chosen firm)

• Positioning chart for the firm: see PowerPoint slides for Marketing planning and strategy. See also the example below for the car makers

Marketing background Assignment Help

Other requirements:-

• Report format with headings and sub-headings

• Approximately 2,500 words (+/- 10% accepted; excluding executive summary & list of references)

• Use Microsoft Word format only, Times New Roman 12 point font, 1.5 line spacing

• Use Harvard referencing.

• 15-20 references are expected ( including at least 5 academic references )

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