1. Select a new offering – a product or a service – that has been internally developed by an organization and where it has been introduced into a market in the U.K., E.U., U.S. or any other country market at any point from 2018 on wards. Make your selection of product/service, brand, and market to enable you to best demonstrate your knowledge. After stating your choices, define and describe the overall market for the offering, including the most appropriate bases for segmentation of the market and some likely key success factors for organizations competing in the market. (15%)
2. Identify and describe the organizations perceived strategic marketing objectives for the offering and the apparent criteria that would be used in judging whether or not it is or isn’t successful. (5%)
3. Fully describe the organization’s marketing strategy for the offering, including how the product/service and associated brand are positioned in the overall market. (30%)
4. Carefully analyses and critique your organization’s offering marketing strategy. a) Comment on the product’s apparent success relative to the organization’s strategic marketing objectives, strengths, and weaknesses. b) Emphasizing the most important aspects facing the organization now and in the future given the organizations performance and market competition, analyses what important changes in the organizations environment might occur in the future and the implications for the offering’s marketing strategy. c) Comment on the likelihood of the offering’s future success (i.e., success over the next three-to-five years) and provide recommendations for feasible new marketing strategy initiative(s) to support the offering’s future success. (50%)
In all instances, references to multiple credible sources, rather than pure, unsubstantiated opinion or marketing hype, will provide the strongest level of support for and credibility to the assumptions, arguments, analyses, justifications, and conclusions you will be making in your assessment.