Marketing Outcome 1 Assessment (Individual Assignment) Assessment Type: Report and Interview Deadline: 18th January 2012 Interview

Date: 19th January 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 Corporation Pakistan Pakistan Tele Communication Limited Broadband Services.

Grading Criteria P3 Macro and micro environmental areas that can affect the marketing decisions Propose segmentation criteria for the product in different markets M2 Apply Porters competitive force analysis to your product. D1
conclusions have been arrived at through synthesis of ideas and have been justified

P4

P5

Choose a targeting strategy for a selected product or service

P6

How buyer behavior affects marketing activities Propose new positioning for a selected product/service.

P7

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.

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.