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\u2019s
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\u2019s products\/services.
The essay to include:
\u25aa Company background
\u25aa SWOT analysis
\u25aa Identify the influences on the consumer buying
decision of the company\u2019s products\/services.
\u25aa Product and branding strategy
\u25aa Pricing strategy
\u25aa Promotional strategy
\u25aa Distribution strategy
\u25aa Conclusion and recommendations
Marking Criteria Marks
Company Profile
\u25aa Company background
\u25aa Product portfolio
5
Influences on Consumer Behaviour
\u25aa Identify the influences on the consumer buying decision of the
company\u2019s products\/services.
5
Product Strategy
\u25aa Type of the product
\u25aa Product stage in the product life cycle of the product\/service.
\u25aa Product strategy adopted in the current PLC stage of the
product\/service.
20
Promotion Strategy
\u25aa The promotional strategy adopted that suits the product stage in the PLC.
\u25aa Identify appropriate promotional tools adopted by the firm.
10
Pricing Strategy
\u25aa Identify the pricing strategy adopted by the selected product. 10
Distribution Strategy
\u25aa Identify the distribution strategy adopted by the selected product. 10
SWOT Analysis
\u25aa Analyse the strengths and weaknesses of the selected firm.
\u25aa Identify the market opportunities and threats facing the selected brand.
20
Writing style & referencing
\u2022 Adherence to academic conventions
\u2022 Sentence construction, paragraphing, coherence and cohesion
\u2022 Grammar, spelling and punctuation
\u2022 Appropriate acknowledgement of sources
\u2022 Correct and consistent citation technique
\u2022 List of references correctly presented
15
Conclusion
\u25aa Provide concluding remarks and recommendations the selected brand. 5<\/p>\n","protected":false},"excerpt":{"rendered":"
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