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Topic: Choosing an existing company, write a BUSINESS REPORT which recommends a marketing strategy and tactics for a new product or brand.
1) Overview of company, market and existing portfolio of products/brands (10% of marks):
In this section, you should identify the company and explain why you have chosen it as the basis for your assignment. With reference to secondary data, give a brief overview of its portfolio of products/ brands as well as a brief analysis of its market performance, and identify anything else you feel is relevant to your recommendations for the new product. This section of the report is worth 10% of the overall mark for the assignment.
2) Explanation of/rationale for new product (5% of marks):
Give a brief explanation of your new product idea, explaining what makes it novel, and identifying the customer needs or wants that it fulfils. This section is worth 5% of the overall mark.
3) Identification and justification of target market (25% of marks):
Give a detailed profile of the target market and explain why you have chosen this segment in preference to other potential target markets, supporting your arguments with secondary data. This section is worth 25% of the overall mark.
4) Identification and rationale for brand positioning (10% of marks):
Explain how your brand will be positioned relative to competing products/brands and justify this choice. This section is worth 10% of the overall mark.
5) Marketing mix strategies (40% of marks):
Explain how you will design the marketing mix for your product in order to achieve your intended positioning, identifying clear recommendations in respect of product, price, place and promotion. In the case of service products, this section should also give recommendations in respect of people, processes and physical evidence. This section is worth 40% of the marks.
6) References (10% of marks):
Reference your work using the UWE Harvard system as outlined later in this guide. You are expected to support your arguments with a wide range sources. These will be textbooks or academic journals providing the theory with which you support your work, and commercial reports, journals and websites which provide the secondary data about the company, customers, competitors etc.
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