The purpose of this assignment is to apply concepts addressed in Course Learning Outcomes 2 and 3 listed in your course outline: external environment, target markets, and marketing mix elements. You will prepare a series of written submissions that description and analysis of the marketing strategy of a product in a consumer market. Please note that you may not be able to effectively complete items C and D below if you choose a product primarily targeted at an organizational market. If you have any doubt that the organization you wish to examine does not fit the assignment criteria, please speak to me immediately to confirm your choice.

You are welcome to examine a product offered by an organization with which you have personal contact (i.e. a family business, family connection, somewhere you work) but your effort must reflect your ability to view the organization from an objective standpoint.

Obtain information by making personal observations; talking to management, employees, and customers; and searching for resource material obtained from the company or from other public sources (library, Internet website, publications etc.). Maintain a portfolio to document your research.

General Format Guidelines:
• Cover page must include your name and ID number, course and section number, assignment title and date
• Submission should be approximately 2,400 words in length on double spaced pages, not including cover page, appendices, or attachments
• Use both paragraph-form and point-form as deemed appropriate. Presentation does matter!
• Show clear application of terminology and concepts.
• I expect a quality of written communication appropriate to a first-year college course. This includes clear writing (grammar, spelling, punctuation) and appropriate referencing of information sources (APA Style).

See over for Specific Format and Content Requirements: →

MGMT 131 Marketing Fall 2014 (Individual Assignment)
Describing and Analysing an Organization’s Marketing Strategy – Continued

Introduction and Situation Analysis
A. Introduction
Include a brief description of the product and its target market.

B. Situation Analysis (16 marks)
Assess the important features of the organization (e.g., name, location, history, key managers) and its environment. Present a SWOT analysis including the internal strengths and weaknesses, and the external opportunities and threats facing the organization. In tables you should provide lists of factors that fall into each of the four categories. In the body of the paper you should identify and describe at least:
• two key internal strengths
• two key internal weaknesses
• three key external threats
• one key external opportunity.

Target Market and Positioning
C. Target Market (10 marks)
Demonstrate understanding of market segmentation by describing the product’s target market(s). This description should be organized using the bases for segmenting consumer markets (geographic, demographic, psychographic, benefit, and usage segmentation) to describe the target market, and create a rich and visual description of the typical consumer(s). You should also describe the size of the target market (number of people and volume of purchases).

D. Position (4 marks)
Describe how the organization wants the market to perceive the product.

Marketing Mix I
E. Marketing Mix
a) Describe the first two components of the marketing mix – product and place. (10 marks)

Marketing Mix II
a) Describe the remaining two components of the marketing mix – promotion and price. (10 marks)