gdip marketing principles assignment guide section 2 introduction to company bran

Section 2: Introduction to company, brand & product
1. Provide the company & brand background & history (corporate website)
2. Describe what products are being marketed/sold and their main attributes? E.g. Volvo cars S80-70-60 etc, safety is the key attribute
Choose one product line to focus on e.g. Samsung Galaxy Note, BMW 3 Series, Vovlo S70, IWC Pilot Watches etc)
3. State which stage of the Product Life Cycle the chosen product is at (e.g. BMW 3 series is at Maturity Stage)
Section 3: Micro Analysis: Company, Customers & Competitors
1. What are the distinctive core competences and yet, areas of improvement for your chosen company/brand and its products? i.e. Strengths & Weaknesses
E.g. Volvo safe butuglymust go S. Korea
2. Provide a profile of the targeted customers in terms of demographics (e.g. age, income, gender, occupation etc), psychographics (e.g. social class, lifestyle, personality)
3. Analyze 3 or 4 of the brands closest competitors and benchmark/compare the key attributes of your product against your competitors
E.g. McDs better customer service
Section 4: Macro Analysis (PESTLE)
1. Briefly describe the relevant macro environmental forces that could affect business of chosen brand i.e. Opportunities & Threats
(e.g. Natural forces, Economic forces and Social forces could affect the DEMAND for Ritz Carlton Hotel, Rolex watches etc)
BONUS: Briefly describe how the marketing environment (Porters Industry forces) affects the companys marketing strategy (e.g. Suppliers, New entrants that could affect product innovation, pricing decisions, sales promotional intensity)
(Basic theories in management & marketing)
Section 6: STDP
How to do: (Segmentation, Targeting & Positioning (STP) Analysis)
1. Define & explain STP; then discuss which segmentation variables are used by your brand of choice e.g. SIA uses geographic, demographic, Nike uses demographics & psychographic variables
2. Briefly describe which segments/groups of customer the is targeting AND how the brand is currently positioned in customers minds
3. Recommendations: Should the brand/product retain the current STDP or should it be changed?

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