- You have been appointed as a Senior Marketing Executive for SLH. As part of your
role you are required to produce a Global Industry Analysis Report into the Sports/
Leisure/Health sector. In particular, you are required to address the following issues:
Q1 Undertake a global industry analysis into the Sports/Leisure/Health sector to
identify key opportunities and threats within the global market. (30%)
Q2 Introduce a new product/service based on the opportunities identified from the
analysis undertaken in Q1. (20%)
Q3 Identify an appropriate segmentation and targeting strategy for the new
product/service. (20%)
Q4 Using any product management portfolio tool (e.g. Product Life-Cycle Model,
Boston Consulting Group Matrix (BCG), Growth-Share Matrix, McKinsey/GE
Market Attractiveness-Competitive Position Matrix, A.D Little Business Profile
Matrix), outline, appropriate marketing strategies for your new product/service
at each stage of its life-cycle. Consider on what basis (competitive advantage)
would the new product/service compete in the market place in the long-run?
(20%)
Executive summary, summary, structure, presentation. (10%)
4000 words
