Introduction to
Marketing
Coursework 2
Dr Rasha El Gendi
Dr Soha Abu Taleb
Individual Essay
Select a brand of your own choice and
conduct a SWOT analysis identifying the
internal and external factors affecting the
company. Examine the company’s
marketing mix strategies and identify how
the company has applied the elements of
the marketing mix to contribute to its
success. Further, identify the influences on
the consumer buying decision of the
company’s products/services.
The essay to include:
▪ Company background
▪ SWOT analysis
▪ Identify the influences on the consumer buying
decision of the company’s products/services.
▪ Product and branding strategy
▪ Pricing strategy
▪ Promotional strategy
▪ Distribution strategy
▪ Conclusion and recommendations
Marking Criteria Marks
Company Profile
▪ Company background
▪ Product portfolio
5
Influences on Consumer Behaviour
▪ Identify the influences on the consumer buying decision of the
company’s products/services.
5
Product Strategy
▪ Type of the product
▪ Product stage in the product life cycle of the product/service.
▪ Product strategy adopted in the current PLC stage of the
product/service.
20
Promotion Strategy
▪ The promotional strategy adopted that suits the product stage in the PLC.
▪ Identify appropriate promotional tools adopted by the firm.
10
Pricing Strategy
▪ Identify the pricing strategy adopted by the selected product. 10
Distribution Strategy
▪ Identify the distribution strategy adopted by the selected product. 10
SWOT Analysis
▪ Analyse the strengths and weaknesses of the selected firm.
▪ Identify the market opportunities and threats facing the selected brand.
20
Writing style & referencing
• Adherence to academic conventions
• Sentence construction, paragraphing, coherence and cohesion
• Grammar, spelling and punctuation
• Appropriate acknowledgement of sources
• Correct and consistent citation technique
• List of references correctly presented
15
Conclusion
▪ Provide concluding remarks and recommendations the selected brand. 5