Contents
This assignment is based in the following scenario – - Scenario
- You are currently working within a group of interns in a Marketing Consultancy organisation. You are coming to the end of your internship contract and the organisation has decided to award permanent employment positions to the 2 most deserving people. In order for the organisation to make its decision, you must undertake the following task: you should select a company you are familiar with and one for which you can
- gain access to information. The Marketing Director has asked you to carry out research into the company in order to demonstrate your understanding of how the company applies the concepts and processes of marketing to its operations. In addition to this, you should select different products that are currently being marketed by the company and make proposals on how the target market for each may have been selected.
- Within this section, you should demonstrate your knowledge of segmentation criteria, targeting strategies and buying behaviour. Finally, you should examine one of the products or services you selected earlier in the assignment and propose new positioning for it. Your research should be presented in a formal written format as a report. This report should explain the various elements of the marketing process especially with reference to how they affect market selection and the product or service you have chosen.
- Your research should be presented in a formal written format as a report with supporting appendices. This report should explain the various elements of the marketing process especially with reference to how they affect market selection and the product or service you have chosen.
- When compiling your report you should;
- Explain the various elements of the marketing process and how they affect your product or service (LO1.1)
- Evaluate the benefits and costs of a marketing orientation for your selected organisation (LO1.2)
- Show macro and micro environmental factors which could influence the marketing decisions made by your selected organisation (LO2.1)
- Propose segmentation criteria to be used for products in different markets (LO2.2)
- Choose a targeting strategy for your selected product or service (LO2.3)
- Demonstrate how buyer behaviour affects marketing activities in different buying situations (LO2.4)
- Propose new positioning for your selected product or service. (LO2.5)
Description
This report is about the marketing undertaken by BMW Group in the sports and premium car segments. The costs and benefits of the marketing are covered along with the segmenting, targeting and positioning. The marketing mix is analysed and the new positioning is also discussed.
