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Assessment Mkt 306

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Marketing Strategy MKT306
Guidance on the Assignment

Task

This assignment is a single report in two parts. (As a guide only; each part should form approximately half of the final report)

a) Investigation and analysis
Choose a brand of wristwatch either a single product or a product line. Investigate and evaluate the marketing strategy of the producer/brand owner using contemporary marketing tools and techniques. This may however be illuminated using examples from other companies/ organizations.
You can demonstrate the effectiveness of the reported policies for the chosen company by giving performance data against competitors in the market (e.g. market share, sales, profitability, etc.).

b) Recommendations
Your remit is to put forward your own suggestions covering changes in marketing strategy that will improve the future performance of the brand/ product/ product line for the benefit of the parent company and its stakeholders. Justify your choices again using contemporary marketing methods and techniques.
These suggestions should be your own ideas but may include marketing tactics and strategies used by other successful organisations but in different industry sectors. You will put these suggestions, forward in a written report.
Please do not just restate the strategies used buy your chosen firm but outline your own ideas for improved performance.

What should your assignment contain? * Title page * Table of contents * Summary * Introduction * Situational analysis (SWOT) (PESTLE) * Differential advantage/ Competitive edge (USP) * Segmentation Targeting & Positioning (STP) * Marketing objectives and goals (SMART) * Marketing strategies and programmes (4P’s) * Conclusion * Bibliography (with references) * A Turnitin receipt

N.B. You need to provide information on all the information sources

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