You have been appointed as a Marketing Consultant for A Business Consultants Ltd. In this role you have been asked to produce a report for a
company that wishes to launch a new product in a different market.
You are to choose onemarket and country from the following list for your assignment:
Please note that every student is to select a unique combination of market and country which should be agreed with the Module Leader before you
start the assignment.
Market Country
Ice Cream Argentina
Babies’ and children’s personal care products Canada
Household Polishes and Specialist Cleaners France
Cakes and cake bars Indonesia
Dairy Drinks, Milk and Cream Italy
Yogurts and desserts Japan
Cider South Korea
Task 1
Provide an explanation of how marketing theories and concepts have changed over the last 60 years and why the current thinking in marketing is more
appropriate to the environment in whichyour chosen brand finds itself today.
Marking Guide for Task 1
Description Learning Outcome covered Maximum mark %
Students must identify the changes that have taken place in the business philosophies over time from the production philosophy to the marketing
philosophy 1 20
Students must identify how marketing theory has changed from the early days with the development of the 4ps model to more recent theory and concepts
in terms of customer value.
1 20
Answers must be linked to and discuss how this theory is applicable to the company they have chosen and the environment that company is working in.
1 10
Task 2
Undertake an analysis of the market that the company wishes to operate in and produce an audit of the macro and micro environments affecting the
company using the theories and concepts discussed in the module.
Marking Guide for Task 2
The analysis of the market will include the following;
Description Learning Outcomes covered Maximum mark %
An analysis of the macro- and micro-environment trends for the market into which the company intends to launch its new product/service 2, 3, 4 20
An analysis of the customers and competitors of the company in the market into which the company intends to launch its new product/service 2,
3, 4 20
Using the results of the analysis of the market produce the following:
Description Learning Outcomes covered Maximum mark %
A SWOT for the company
A breakdown of the segments in the market
Identification of the target segment for the new product/service 2, 3, 4 10
Students will use the theories and models discussed in the lectures to analyse the market These will include STEEPLE, Marketing Intelligence system,
Porter’s five forces model, customer value theory, buyer behaviour theory, segmentation and targeting theory, SWOT analysis theory.
Maximum marks
You must be mindful of how marks are allocated based on your ability to define, analyse and apply the key concepts. The chart below demonstrates
how the marks (in percentages) will be allocated according to the criteria shown.
You will notice that without any analysis or understanding you may struggle to pass the module and note that the majority of the weighting in the
marks is on understanding and creating/analysing. Similarly, if you only demonstrated application and evaluation the highest mark that you could
achieve is 40%.
Additional Notes
Students will be expected to use the theories and models discussed in the lectures to analyse the market into which they intend to launch a new
product or service for the company they have chosen These will include STEEPLE, Marketing Intelligence system, Porter’s five forces model, customer
value theory, buyer behaviour theory, segmentation and targeting theory, SWOT analysis theory.
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