Marketing Report: Davidoff Case Study
With the chosen organisation in mind, DAVIDOFF, analyse briefly the application of the following marketing concepts to it:
- Marketing Mix
- Differentiation and Competitive Advantage
- Coping with Commoditisation (+Total Product and Solution offering)
- Segmentation
The target length for the paper is 1,000 words +/-10%.
Instructions:
Demonstrate your knowledge of the Marketing Concepts by
- Applying them, 1 by 1
- Define each concept (briefly) at the start of each section
- Critique existing marketing actions of the chosen organisation. Suggest improvements
It following structure is recommended:
- Title page
- Table of Contents
- Introduction
- This “sets the scene”
- Contains the following information:
- The Scope of the Company / Organisation
- Name
- What the company makes or does
- Location
- Competitors
- The Scope of the Paper
- g. analyse according to Sustainable Marketing principles
- Main Text of Paper
- Analyse the target organisation using the concepts provided
- Suggested Structure:
- Concept 1 (e.g. Marketing Mix, Product)
- Concept 2 (e.g. Marketing Mix, Price)
- Concept 3 etc. (The concepts should have a similar Marketing Mix with another focus – not price, not product – as well as analysis of the other marketing concepts mentioned.)
- Each section needs to have:
- Brief definition of the concept (perhaps 2 sentences + a citation)
- Analysis of the target organisation. The majority of the paper
- Suggestions for improvement, as appropriate
- Conclusion
- Brief summary of the key findings in the paper
- Do not introduce any new material
- Suggest no more than 5 sentences
- References
