Summative Assessment: Analysis Report Assessment Overview: The task is to write an analysis report on a product or service from a well-known company. The product/service m

Summative Assessment: Analysis Report

Assessment Overview:

• The task is to write an analysis report on a product or service from a well-known company.
• The product/service must be agreed upon with your seminar tutor by week 3.
• Word limit: 3500 words, excluding references and appendices.
• 10% of the marks are for presentation and referencing.

Part 1: Introduction to the Product/Service and the Organization (10%)

• What to include:
  • Background information about the product or service and the company.
  • Product value: Explain what value the product/service offers to its customers (e.g., is it solving a problem? Providing convenience?).
• Key focus: This section sets the stage for your report, so it should introduce both the product/service and the company briefly. The idea is to give readers context on why this product exists and how it benefits its customers.

Part 2: A Critical Analysis of the Market Context (20%)

• What to include:
  • Market trends: Analyze the current trends in the market where this product is competing. Is the market growing? Are there shifts in consumer preferences?
  • Marketing environment: Look into factors like the economic, social, technological, and competitive environments (also called a PESTLE analysis).
• Key focus: This part is about understanding the broader picture. The aim is to critically assess how the product fits into the current market and the challenges or opportunities it faces.

Part 3: Segmentation, Targeting, and Positioning (STP) (30%)

• What to include:
  • Segmentation: Describe how the market for the product can be segmented (e.g., by demographics, psychographics, behavior, geography).
  • Targeting: Which specific segment(s) does the company target with this product? Explain why these segments are chosen.
  • Positioning: How is the product positioned in the market relative to competitors? What unique selling proposition (USP) does it offer?
  • Recommendations: After evaluating the current STP strategy, suggest any improvements or changes that might be beneficial.
• Key focus: This section examines how well the company is focusing on its audience and whether its approach to reaching them is effective. It`s also a chance to give your insights on how to improve their strategy.

Part 4: The Marketing Mix (4P’s or 7P’s) (30%)

• What to include:
  • Discuss how each of the 4P’s (Product, Price, Place, Promotion) or 7P’s (if dealing with a service) is used to support the product’s market position.
    • Product strategy: How does the company design and develop its product to meet customer needs?
    • Pricing strategy: How does the company set the price? Does it align with customer expectations and competitor pricing?
    • Promotional strategy: What kind of advertising or marketing efforts are made to promote the product?
    • Channel or Distribution strategy: How does the product reach its customers? Which channels (e.g., retail stores, online platforms) are used?
    • For services, also include Process, People, and Physical evidence to analyze how service delivery is managed.
  • Recommendations: Based on your analysis, suggest improvements to the current marketing mix.
• Key focus: Here, students will examine the company’s complete marketing strategy, seeing how each element of the marketing mix works together to build the brand. Recommendations can be made to optimize this strategy.

Presentation and Referencing (10%)

• What to include:
  • Clear structure and presentation of the report (e.g., sections, headings, logical flow).
  • Accurate referencing in the proper style (Harvard) for both in-text citations and the reference list.
• Key focus: Presentation and referencing are crucial for professionalism. Ensure that the report is neat, easy to follow, and references are correctly formatted