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Marketing Outcome 1 Assessment (Individual Assignment)

Assessment Type: Report and Interview

Deadline: 18th

January 2012

Interview Date: 19thJanuary 2012

Scenario

As a consultant for a Marketing firm, a client has approached you to develop a marketing report for the

firm new product. Your report should cover the following areas:

Macro and micro environmental areas that can affect the marketing decisions

Propose segmentation criteria for the product in different markets

Choose a targeting strategy for a selected product or service

How buyer behavior affects marketing activities

Propose new positioning for a selected product/service.

The teacher will discuss your assignment and you will have to defend your proposals with rationale.

Following are the clients (each group will be given a particular client)

Ariel Washing Powder

National Bank of Pakistan

Indus Toyota Motor CorporationPakistan

Pakistan Tele Communication LimitedBroadband Services.

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Grading Criteria

P3 Macro and micro

environmental areas

that can affect the

marketing decisions

M2 Apply Porters

competitive force

analysis to your

product.

D1 conclusions have beenarrived at through

synthesis of ideasand have been justified

P4 Propose segmentation

criteria for the product

in different markets

P5 Choose a targeting

strategy for a selectedproduct or service

P6 How buyer behavior

affects marketing

activities

P7 Propose new positioning

for a selected

product/service.

Task for P3

You should discuss the macro environment (PESTLE) that can affect the marketing decision and also the

micro environmental areas including stakeholders, how can they affect the marketing decisions.

Task for P4

You are expected to discuss the segmentation criteria generally and later propose segmentation criteria

for the product under consideration in rural and urban markets.

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Task for P5

Discuss the targeting strategy in marketing generally

Choose targeting strategy for the selected product and justify your choice.

Task for P6

Discuss the salient features of buyer behavior.

Discuss how buyer behavior will affect the marketing activities of the product under consideration.

Task for P7

In short discuss what the concept of positioning in marketing is

Propose a new positioning for a selected product/service.

Task for M2

Apply Porters competitive force analysis to your product.

You should also make a figure which should show Porter force Analysis

Task for D1

You must conclude and recommend about the marketing and environmental effects on the products but

you must synthesize the concepts together. E.g. in your recommendation the segmentation criteria and

the targeting criteria can be brought together to develop a new concept. This task will require deep

understanding of the concept and some creativity.