Marketing Planning & Control - Management Assignment Help

Assignment Task

ASSIGNMENT REQUIREMENTS

1. 1. Internal environment.

Conduct a corporate appraisal based on the following:

• Strength/weaknesses of brand and parent company
• Marketing capabilities
• Management Capabilities

1. 2. External environment.

Category/Industry analysis- Conduct a Category Analysis for your product category (template provided can be used but not essential)

PEST Analysis: Highlight some of the key Political, Economic, Social and Technological factors that may affect your company in the next two years.

Customer Analysis: Conduct a brief customer analysis to find out the following about your customers:

• What are their needs?
• What do they buy?
• Where do they buy from? o When do they buy?
• How do they choose?
• How do they respond to marketing programmes?

1. 3. Competitor analysis.

• • Identify the different levels of competition
  • Who are the key competitors (brands/organisations)?
  • What do you know about the competitors? What are their objectives, and their ability to achieve these objectives by using identified marketing strategies?

1. 4. Measurable objectives.

Provide two suitable marketing objectives for your brand, which are specific and measurable. Please provide a brief justification for each objective. Justification should be based on situation analysis conducted in the previous section.

1. 5. Segment profiles.

Based on the situation analysis conducted in the previous sections, please create a segmentation table, suitable for fast food category and incorporating demographics, lifestyles and behavioural aspects of NZ customers.

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