Marketing Management - Melita

Briefly analyse the following things mentioned below:

• A brief introduction that will outline the industry, market positioning as well as the present unique selling proposition.
• An (internal and external) marketing audit, that may show the overall market attractiveness and whether there is the potential for market growth.
• Present a new product which will capitalise on the strengths and opportunities that are recognised while managing the Weaknesses and Threats resulting from the analysis in part 1 and 2 Following the analysis, by using as a basis the 4Ps model. 

Learning Outcomes

• LO1: Evaluate the skills in carrying out a comprehensive marketing audit and identifying Opportunities and Threats which will change the industry
• LO2: Discuss marketing research skills through a systemic approach of searching, collecting and interpreting and analysing data to support the formation of the appropriate marketing plan.
• LO3:  Make an appropriate use of Findings to create and position a new unique selling proposition. Create a new product in line with future demand in the process.

Marking Criteria

Marks will be given according to the following criteria:

• Structured and clear presentation of answers showing clarity of expression
• Answer each question comprehensively and creatively
• Students should present brief analysis and evaluation of the material, literature and theories covered during course lectures.
• The ability to properly weigh and evaluate the alternative theories/studies available to the International Marketer should be demonstrated from both theoretical and practical application.
• Referencing and Presentation

Structure of report:

• Title Page
• Table of Contents
• Executive Summary
• Introduction
• Body
• Conclusions
• References
• Appendix

Answer: BU7006 International Marketing Strategy - McDonald