Assessment requirements

You are required to prepare a market analysis report (2,000 words) presenting the findings and interpretation of research into the marketing environment of an organisation and its impact on the marketing mix. You can use your own company as the “given organisation” for this assignment. If this is not possible, or not desirable, you can propose to use another company, but it must be agreed with your tutor beforehand.

Please ensure that the assignment you submit is your original work and that all quotations and sources of information are acknowledged by appropriate in-text citations and in the Table of References at the end, including company and/or Internet sources.

The report should address three key topics: analysis of the external marketing environment, analysis of the internal marketing environment, and evaluation of what impact it has had on the marketing mix.

It is acceptable to focus on some elements of the marketing mix rather than all of the elements as long as it can be justified. For instance, for some service-oriented companies, it might be justifiable to focus upon product, price, promotion, people, process and physical evidence but not upon place, i.e. physical distribution). If in doubt, seek guidance from your tutor.

You are expected to use marketing-related theories, concepts, models and frameworks you have encountered in your studies up to this point. The report has an academic purpose as well and must reflect your learning. Please remember to reference your sources (even for well-known and frequently-used models etc.)

Use a formal report structure with a table of contents, page and section numbers, labels and titles for diagrams and tables, etc. Use appendices for supporting information that is not needed in the analysis (e.g. lists/descriptions of products/services, if provided at all).

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