Marketing management
Word limit – 2500
font size =11
paragraph=1.5”
font= times new roman
format-report - title
-introduction
-table of content
- body(in text citation)
-conclusion
-recommendation
-reference list (Hayward style)
( min 10 references – soft reference -hard reference)
Topic – chose the company which do market segmentation

Body – only include issue-1 & issue-2
Assessment 2: Individual assignment
Marketing strategy development
Length: 2500 words (includes references)
This length limit includes any text, figures, tables, in-text references, and appendices. This limit does not include
the cover page, table of contents, or list of references (at the end of assignment).
Formatting: Report and please ensure that the report includes page numbers on each page.
Submission: On due date submit to Blackboard on Final submission link
Requirement:
This assignment requires you to undertake the process of analysing one organisation and its operating
environments from a marketing perspective. And then apply the learning from lecture 1-10 in the development of marketing strategy. You will provide an overview of this organisation, as well as detail the type of orientation
towards marketing it takes. You are also required to examine and analyse the context and environments in
which this organisation operates (its industry and the macro-environmental forces impacting on the industry).
Instructions
The report must address the following issues:
**Please note: It is recommended that you follow the outline presented below and answer each question as it
is presented.
Issue 1 (10% of marks for the assignment)
Provide a brief description of this organisation and the industry to which it belongs. You may also want to
include in this description any mission statements, value statements or ‘slogans’ that this organisation utilizes
to communicate its purpose. In describing this organisation, please also identify its orientation towards
marketing and provide relevant, detailed and factual supporting evidence to substantiate why you have
identified this specific orientation. Finally, include a brief description of the product(s) this organisation offers
the market. And comment on what role the brand has in this organisation’s marketing strategy.
Issue 2 (20% of marks for the assignment)
Analyse each of the 5Cs for this organisation:
a. Company – what are the strengths and key resources, what are some of the weaknesses? What are the
opportunities and threats?
b. Customers – who is the company serving and what type of behaviour is ‘typical’ from them?
c. Collaborators – describe their suppliers, distributors or other partners that help the company to deliver their
products to the market? If company doesn’t have any – explain why it is not necessary.
d. Competitors – who are the current main competitors, are there any potential new threats or new entrants to
the marketplace?
e. Context – what other factors affect this organisation (e.g., legal, political, technological, etc.)?