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Marketing in the 21st Century: Scenario Analysis

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Marketing in the 21st Century: Scenario Analysis

SCENARIO: You are a newly appointed marketing executive for a marketing agency, ‘Starbucks’ is your new client from the food and beverage industry.The company (starbucks) is willing to expand its market share by opening a new store in southampton.
Your manager required you to conduct the comprehensive research based on the portfolio requirements.

PORTFOLIO (page 1&2& 3 & 4):

Portfolio Number: Task: Important Portfolio Dates:
Portfolio Page 1

 

Introduction

 Introduction to live client and set brief:

  1. Write an introduction, which outline your selected company’s product/service range.
  2. Explain the reasons for the investigation.
 Assessment Due Date:

 

 

 
Portfolio Page 2:

 

Analysis

Analysis/ (or called: Sector background research) to demonstrate marketing environment and stakeholder awareness – to include:

1. Theoretical overview:

  1. Define and briefly discuss what the marketing environment is
  2. Why company needs to know marketing environment/ the benefits of undertaking this.

2. Application to your selected company

1). PRESTCOM Analysis of your selected Company:

  • Political
  • Regulatory
  • Economic
  • Social
  • Technological
  • Competitive
  • Organisation
  • Market

2). SWOT Analysis of your selected company.

3). Stakeholder Analysis:  develop the list of all the stakeholders, Power / Interest Grid)

Interpret, present and explain your findings in an appropriate format using text, tables, graphs etc.


Portfolio Page 3:Consumer Behaviour

 

  1. Introduction to Consumer Buyer Behaviour AND identification of specific consumer behaviour factors.

Theoretical overview of what a ‘Consumer Buyer Behaviour’ is and the benefits to organisations of understanding this.

2. Application to your selected company

Once you have identified the target market that you believe would be most suited to the your selected company, you need to identify specific buyer behaviour factors:

1). Consumer buyer decision process.

2). Influences on consumer buyer behaviour.

3). Essentially you want to know:

  • who is currently using your selected company’s products and/or services,
  • what they hope to achieve from the selected company,
  • how much they pay for the selected company’s products and service,
  • how often they look at other providers, etc.

Interpret, present and explain your findings in an appropriate format using text, tables, graphs.

    
Portfolio Page 4:

 

Segmentation, Targeting and Positioning

 1. Introduction to Market Segmentation and identification of client target market

Theoretical overview of what a ‘Market Segmentation’ is (which includes Segmentation, Targeting and Positioning) is and the benefits of undertaking this.

You should define and briefly discuss:

  1. What is the market segmentation – remember to write about Segmentation, Targeting and Positioning.
  2. Why companies need to know about the market segmentation
  3.  What are the benefits to the business

2. Application to your selected company

In this section you are going to apply the marketing theory to your live client. You are going to briefly discuss to following 5 questions. To answer the following questions you are going to use a mixture of internet searching and support with marketing text books.

  1. Market / sales trends – how many people regularly to pay for your selected-company’s products or service?
  2. Market segments – which segments currently use your selected-company’s products or service?
  3. Target markets – which customer segments could use and pay for selected-company’s products or service?
  4. Competitors – who are your selected company in competition with? What do the competitors offer? How are they different to your selected company? What is their unique selling point (USP)?
  5. How your selected company positions itself compared to competitors.
    

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