Assignment Brief:

Your task is to identify an organization that is involved in the marketing of electronic consumer goods (or services) in your home country or internationally (and there is enough publicly available information about the organization, its products and operations) and prepare an individual report of 3,000 words (please see appendix 1 for further details) addressing the following issues.

The task is divided into two parts (Part 1 & Part 2) and candidates are expected to address both.

Part 1

Using appropriate sources undertake a marketing audit of your chosen brand, this should contain the following:

An evaluation of the chosen brand’s current performance through PESTLE and Porter’s Five Forces. This should include the use of relevant market performance data to underpin your evaluation, for example market growth, sales trends, profitability, etc.

A critical evaluation of the brand’s customers and identification of the key drivers in aligning the brand to preferences of this target group(s).

An identification of the brand’s key competitors and exploration of how they gain competitive advantage (USP).

Part 2

Based on your analysis of the brand in Part 1 you must select one of the brand’s products and undertake a detailed evaluation of marketing practice – using a 4P Framework.

This should include:

• Product or Service
• Pricing approach
• Place (Location & Physical environment)
• Promotion techniques
• Key marketing mix recommendations to move the business forward.