bus106 marketing principles assignment external research

Individually, you are required to analyse the below scenario, conduct external research and address the required questions listed below.
Assessment Description
The purpose of this individual scenario analysis is to further your skills in applying relevant marketing analysis tools. It will also test your ability to identify a range of marketing problems and propose strategical solutions. This will enable you to use marketing theories and concepts to a “real world” business scenario
Answer the following questions
1. What marketing problems do you think EverGlad Bodycare will face once they launch their products? How should they overcome these? (You need to identify at least two possible problems and solutions. Provide reasons and support for your answers through research).
2. On which bases should EverGlad segment the market? (Along with the segments, provide reasons and support them with your research).
3. Which of Roy Morgan’s value segments will this brand appeal to? (you need to provide reasons for your answer).
4. Which targeting strategy would suit this brand the best? Why?
5. Create a perceptual map for EverGlad Bodycare. Apart from showing its positioning, use external research to plot two other actual companies on the same perceptual map. Include a short write up to explain your logic.
6. Which type of competitive advantage can EverGlad Bodycare establish? How should they go about it? (Chose one of the following – Cost, Differentiation, Niche or Sustainable competitive advantage to address this question)

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