Individual Assignment Business Economics
  • June 7, 2018
  • David Marks
  • 0

Guidelines Assignment Help

Guidelines Assignment Help
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• Key information about the industry indicating where the company fits and/or positions itself
• Pay special attention to sustainable practices – i.e. what have been done to balance economic, environmental, social benefits.
• Who are the targeted customers/segments?
• How the company and its products are positioned in the market (against the rivals’ offering)?
• Useful references:
• The company’s website
• Kotler’s Marketing Management book with chapter(s) relevant to Segmentation, Targeting, Positioning

Guidelines Assignment Help

• What products/product range are being offered by the company?
• Key decisions for product policy (some, but not limited to):
• Product quality/features
• Packaging, labelling
• Design and materials
• Production
• Supply chain management
• Considerations for consumption and disposal
• How can y sustainabilitbe incorporated into those key decisions?

• Useful references:
• The company’s website
• Book section: “Sustainability goods” (pages 50-69) from Readings and cases in sustainable marketing:

Astrategic approach to social responsibilitybook

• Leonidou, C., Katsikeas, C., & Morgan, N. (2013) “Greening” the marketing mix: do firms do it and does itpay off?. Journal of the Academy of Marketing Science, 41(2), 151-170. (especially “Green marketing program” section)
• Kotler’s Marketing Management book with chapter(s) relevant to Product policy
Price vs. sustainability
• What are the general pricing strategies  e.g. value-based, cost-based or competition-based) and their relevant sub-type(s) being used by the company?
• Do and how they adopt any new-product pricing strategies?
• What are their product mix pricing strategies (if applicable)?
• How are their product prices normally adjusted?
• Has any sustainable pricing practice been applied?
• Useful references:
• The company’s website
• Book section: “The last mile: Pricing for life” (pages 294-302) from Readings and cases in sustainablemarketing: A strategic approach to social responsibilitybook
• Leonidou, C., Katsikeas, C., & Morgan, N. (2013) “Greening” the marketing mix: do firms do it and does itpay off?. Journal of the Academy of Marketing Science, 41(2), 151-170. (especially “Green marketing program” section)
• Kotler’s Marketing Management book with chapter(s) relevant to Price policy
Promotion vs. sustainability
• What and how key elements of the promotion mix are being used (e.g. advertising, PR, sales promotion, online marketing etc) ?

Guidelines Assignment Help

• How has the firm attempted to design communications to inform stakeholders about its efforts, commitment, and achievement toward balancing/addressing economic, social and environmental benefits?
• Useful references:
• The company’s website
• Book section: “Strategic brand promotions: Prospects for sustainability marketing”  from fromReadings and cases in sustainable marketing: A strategic approach tosocial responsibilityBook Leonidou, C., Katsikeas, C., & Morgan, N. (2013) “Greening” the marketing mix: do firms doit and does it pay off?. Journal of the Academy of Marketing Science, 41(2), 151-170. (especially “Green marketing program” section)
• Kotler’s Marketing Management book with chapter(s) relevant to Promotion policy
Place/distribution vs sustainability
• What marketing channels are being used by the company to distribute its products?
• How has the firm been managing its marketing intermediaries? • How has the firm managed to achieve sustainable distribution?
• Useful references:
• The company’s website
• Book section: “Sustainable distribution” (pages 163-175) from Readings and cases insustainable marketing: A strategic approach to social responsibility (Book)
• Leonidou, C., Katsikeas, C., & Morgan, N. (2013) “Greening” the marketing mix: do firmsdo it and does it pay off?. Journal of the Academy of Marketing Science, 41(2), 151-170. (especially “Green marketing program” section) )
• Kotler’s Marketing Management book with chapter(s) relevant to Place policy
Comparison to rivals
• Compare the marketing mix (Product, Price, Place, Promotion) to its closest competitors (1 or 2 closest rivals)
Recommendations
• Make recommendations for improving the marketing mix to achieve stronger competitiveness (to consider including relevant sustainability aspects)
• Make sure that the recommendations are well justified and connected to previous analyses of the marketing background, internal/external environmental situation, and marketing mix analyses.
Appendices
• SWOT analysis (Strengths, Weaknesses, Opportunities, Threats for the chosen firm)
• Positioning chart for the firm: see PowerPoint slides for Marketing planning and strategy. See also the example below for the car makers

Other requirements
• Report format with headings and sub-headings
• Approximately 2,500 words (+/- 10% accepted; excluding executive summary & list of references)
• Use Microsoft Word format only, Times New Roman 12 point font, 1.5 line spacing
• Use Harvard referencing.
• 15-20 references are expected ( including at least 5 academic references )

David Marks

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