- You are required to submit a report of 2500 words (not including: title page, table of
contents, executive summary, references and appendices) by the submission deadline. Within this
report you need to apply your marketing knowledge to:-
1. Chose a Company as a subject for your assignment describing its industry and product
portfolio.
2. You are free to choose any company within the market as a subject for your assignment so
long as it is an existing one (not one that you developed for the purpose of conducting your
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project).
3. Provide a brief evaluation of the marketing environment facing the Company describing the
different elements and forces affecting the market, the company and the industry.
4. Your company intends developing a new product to enter a market hitherto not served by
the Company.
5. Your report needs to address the following:
o How can the company develop such a product? Use the results of your SWOT
analysis to justify the development of such a product.
o Objectives to be achieved
o Which segment of the market would you plan to target, justifying your choice
o Decide and describe how you will position your new product versus the competition
within your chosen segment.
o Construct the marketing mix for your new product.
6. You will be expected to demonstrate a detailed understanding of marketing issues such as
branding, new product development, relationship building and promoting and be able to
demonstrate how these principles can be applied within your report.
