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Question:
Select onecompany from the following list. You must use the same companywhen completing all three parts of this assessment task.
Qantas Airways Ltd
Woolworths Supermarkets
Uber Technologies Inc. (commonly known as Uber)
Tesla Inc.
Uniqlo Co. Ltd
Optus Pty Ltd
You are required to research this company and then prepare answers to the questions posed for each of the 6 topics below. This will create a portfolio of evidence for your chosen example that represents marketing objectives, strategies, and tactics. The portfolio will allow you to relate the theory taught in this course to marketing activities undertaken by your chosen company thereby providing evidence of marketing in action.
Your research must be as current as possible (from 2014 to 2020) and should come from sources such as articles, newspapers, magazines, websites, social media (e.g. consumer blogs), personal experience, etc. If you are not sure if the source of the evidence/ example is appropriate, please ask your teacher.
You are required to research and answer the following questions:
Portfolio Part A
Topic 1: Sustainability and Marketing today
Question 1: Provide some background information about your chosen company.
Question 2: From a theoretical perspective (and in your own words) explain what is meant by Sustainability and Sustainable Marketing.
Question 3: Outline the Sustainability Strategy for your organisation and discuss current sustainability initiatives.
Topic 2: The Marketing Environment
Question 1: From a theoretical perspective (and in your own words) outline the different types of macro-environmental forces that impact an organisation.
Question 2: Create a PESTEL analysis for your chosen company.
Question 3: How will these factors affect your organisations marketing planning?
Portfolio Part B
You must complete this task using the samecompany that you used for Portfolio Part A.
Topic 3: Segmentation, Targeting and Positioning
Question 1: From a theoretical perspective (and in your own words) outline the importance of a segmented marketing strategy.
Question 2: Provide an outline and analysis of the market segment(s) that your organisation targets in their market segmentation strategy.
Question 3: Outline the positioning for your brand?
Topic 4: Product
Question 1: From a theoretical perspective (and in your own words) outline what is meant by the total product concept and product differentiation.
Question 2: Provide an analysis of the product offering that your chosen organisation markets.
Question 3: How does your chosen organisation differentiate its product(s) to obtain a competitive advantage?
Portfolio Part C
You must complete this task using the samecompany that you used for Portfolio Part A.
Topic 5: The Promotion Mix
Question 1: From a theoretical perspective (and in your own words) outline what is meant by The Promotion Mix.
Question 2: Create a table that summarises the current Promotion Mix activities for your chosen organisation.
Question 3: Discuss your thoughts on why this promotional mix is effective (or ineffective) for your company.
Topic 6: The Marketing Mix
Question 1: From a theoretical perspective (and in your own words) outline what is meant by The Marketing Mix.
Question 2: Outline the extended marketing mix for your organisation
Question 3: Create an infographic that visually represents and summarises the marketing mix for your organisation.
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