Learning Outcomes:

• Explain the nature of marketing strategy and its significance for the organization.
• Assess the drivers and factors affecting the choice of marketing strategies.
• Evaluate appropriate models and techniques that aid the strategic marketing process.
• Analyze contemporary marketing issues and problems in a strategic context.

Your task is to identify an organization, that is involved in the marketing of fitness clothing goods and prepare an individual report of 3,000 words to grow the business in a country of your choice:

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 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 the preferences of this target group(s).
• An identification of the brand’s key competitors and exploration of how they gain competitive advantage.

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 discussion on:

•  Product or Service
• Pricing approach
• Promotion techniques
• Location & Physical environment (Place)

You should also look to indicate key marketing mix recommendations to move the business forward. [Weighting – 40%] You must:

• Undertake suitable secondary research into the sector and market using appropriate secondary sources (non-academic).
• Apply appropriate theory and models to examine the organization and its marketplace using suitable academic articles and texts.
•  Submit as a formal business report using appropriate headings.
• Further details will be provided in class and in the Canvas Assessment section.