MGM301 Marketing Management : Industry and Organisation
Provide a brief description of this organisation and the industry to which it belongs. You may also want to include in this description any mission statements, value statements or "slogans" that this organisation utilizes to communicate its purpose. In describing this organisation, please also identify its orientation towards marketing and provide relevant, detailed and factual supporting evidence to substantiate why you have identified this specific orientation. Finally, include a brief description of the product(s) this organisation offers the market. And comment on what role the brand has in this organisation"s marketing strategy.
Analyse each of the 5Cs for this organisation:a. Company what are the strengths and key resources, what are some of the weaknesses? What are the opportunities and threats?b. Customers who is the company serving and what type of behaviour is "typical" from them?c. Collaborators describe their suppliers, distributors or other partners that help the company to deliver their products to the market? If company doesn"t have any explain why it is not necessary.d. Competitors who are the current main competitors, are there any potential new threats or new entrants to the marketplace?e. Context what other factors affect this organisation (e.g., legal, political, technological, etc.)?
How does the firm go about collecting information (e.g., market research, market intelligence, etc.) about the 5Cs? For example, how does it learn about?a. What customers want?b. Which competitors pose a threat?
c. How the context of business is changing, if at all? d. What role collaborators play in the process?
Based on the market analyses, outline potential market segments that are available to the chosen organisation. Recommend and justify:- a choice of target market(/s)- a value proposition for the target market(/s).
A positioning statement for the target market(/s).
Recommend and justify a detailed marketing mix (4-7Ps) to support the marketing strategy described in Issue 4.
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