Assignment Requirements

You have applied to work as an intern with a number of perfume companies in the UK, working within the business analysis team at Head Office.

As part of the selection criteria, you have been asked to research and report on a men’s aftershave in the UK market You can explore the competitive environment and risks a business within the market is facing. You may select a key manufacturer within the sector on which to report.

Report Form

ASSIGNMENT 1
The report you research and prepare must include the following main features for the market/product(s) your company is involved in.

Market/Company information – (30% of assignment marks)
• Define the UK market structure the product sits in (monopoly, oligopy etc).
• Identify the key companies (top 4-5) that operate in the market and their global spread (are they UK only, or do they have overseas interests).
• Include the level of “own branding” within the market (coming mainly from retailers)
• Detail the key companies product range spread (so indicating and commenting on each company’s product risk spread)

Product/market information – (30% of assignment marks)
• Define the value and volume of sales in the UK market for your chosen market.
• Define the market share of by company (preferably by product name, including own-brand in the UK)
• Identify the competitive advantage for each business (low price, high level of NPD/ premium product etc)

PESTEL / Recommendations – (30% of assignment marks)
• Once you have completed an overview of the key players and the market structure you must complete your report by undertaking a PESTEL analysis for the market. Each heading should have issues in it.
• Conclude with justified recommendations on ways to reduce any risk you have identified for the business in either its product range or geographic spread.

Research and reading – (10% of assignment marks)
• Evidence of wide reading, with correct citing. Students should use a minimum of eight reference sources and include a comprehensive list of references using HARVARD/APA throughout.

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