Market analysis report
2000-word written report (plus 10% allowance)
In the assignment report, you are required to identify an organisation and focus on just one branded product, service, or experience.
Start by providing adequate context for the selected organisation (brand). Then, based on various theories of marketing management as discussed in Topics 1-6 of the learning materials:
Analyse the current market situation, including trends impacting on the brand (organisation) and product, service, or experience and relevant stakeholders, collaborators and/or competitors;
Select the most relevant way to segment the market, justify it; and,
Provide justified recommendations for the selected target market.
Use the assignment template provided below to prepare your report.
In your analysis, ensure you also consider the comments made in the following article:
Steenburgh, T & Avery, J 2010, 'Marketing analysis toolkit: Situation analysis', Harvard Business Review, February 4, Harvard Business School Publishing, Boston, MA
Chapter 3 of the textbook may also be a useful resource. (Will provide once I find the right writer)
The required word length for this report is 2000 words (plus a 10% allowance).
In terms of structure, presentation and style:
Use the assignment template provided below.(Will send to the person that does the paper)
Use the AIB-preferred Microsoft Word settings (see AIB Style Guide)
Use the author-date style referencing (which includes in-text citations and a reference list), see AIB style guide
Use the following report structure:
Table of Contents
Target Market recommendation and rationale for the target market
You are required to use at least 6-12 references for this report from credible sources such as books, industry-related journals, magazines, company documents and academic journal articles. Ideally, relevant academic journal articles should be used for academic discussion.
Your grade will be adversely affected if your assignment contains no/poor citations and/or reference list and if your assignment word length is beyond the allowed tolerance level (see Assessment Policy available on AIB website).
The AIB library provides useful links to EBSCOHost, ProQuest ABI/INFORM, IBIS and MarketLine databases that may help you.
Your written assignment will be marked according to the criteria outlined in the assessment grading criteria (see Appendix 1 in the Subject Outline).(will attach)
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