Essay, Marketing
Preparing the marketing audit for market entry
Project description
1. Conduct a marketing audit including a detailed
analysis of the internal and external marketing
environments of an organisation.
Work as an individual to research, write and
structure a report that documents a detailed
analysis of the internal and external marketing
environments of an organisation
Demonstrate knowledge of the key underlying
internal environment constraints and the key
external environment drivers impacting on an
organisation
Recognise the importance of prioritising key issues
and executing a SWOT analysis for an organisation
Deploy analytical frameworks systematically and
consistently
Synthesise theoretical material with practical case
study based information to generate critique.
Scenario:
In your recently appointed role as Marketing Manager for an organisation you would like to be associated with, you
and your marketing team have been asked by senior management to develop a marketing plan which aims to address
either of the following scenarios:
the entry of the organisation into a new market with an existing product or service
OR
the decision by your organisation to launch a new product or service into an existing market
When developing the marketing plan you will first of all be expected to prepare a marketing audit for the chosen
organisation, including an initial rationale for your chosen scenario.
It is expected that the marketing audit will provide an information platform for the marketing plan and therefore
should provide an evidence base for the development of the plan related to your chosen scenario.
It will also take into consideration the organisation’s customer base, position in the market in relation to its
competitors and current product/service range.
The assignment is likely to contain tables and diagrams used in analysis, however, these should be kept to a
minimum within the body of the assignment as they will be included in the word count. Additional tables and
diagrams may be included as appendices but must be clearly referred to within the main body.
Before undertaking this assignment, it is recommended that all students discuss with the lecturer the suitability
of the chosen organisation together with product or service provided by the organisation.
(Source: CIM, 2010)
TASKS:
You are required to produce a report which should include ALL of the following sections:
An executive summary (not included in the word count), an introduction, main findings, conclusions, recommendations
and reference list attached
FORMAT & LENGTH REQUIRED:
Format: REPORT
Length: 2000 words +/- 10%. Any deviation from this will be penalised.
Please note that all sources used should be acknowledged.
TASKS:
You must write a report of 2000 word maximum which:
1. Briefly provides an initial rationale for your choice of scenario upon which to base the marketing plan
2. Evaluates the external marketing environment reflecting the current market situation of your chosen organisation
3.
4.
( please check the file I’ll attach later)
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Referencing Requirements:
In the main body of your submission you must give credit to authors on whose research your work is based. Append
to your submission a reference list that indicates the books, articles, etc. that you have read or quoted in order
to
complete this assignment (e.g. for books: surname of author and initials, year of publication, title of book,
edition,
publisher: place of publication).