IN-COURSE GROUP ASSIGNMENT
This is a group report which should be submitted using a Business report format.
You are required to carry out the preliminary stages of a new product development project in your given market category. These will be allocated to you in the first tutorial.
THE TOPIC IS CAR CARE PRODUCT. HAVE DECIDED TO MAKE RESEARCH ON VARIOUS TYPE OF CAR CARE PROUDUCT AND HAVE DECIDED TO TAKE A TRIM CLEANER. MY TARGET AUDIENCE IS MEN 18-28.
You may assume the role of an existing manufacturer in the market or a new entrant.
In either case, your final report should include the following,:
· Secondary research – a comprehensive market audit covering:
The market – sales volume / value of the market, historical trends, market segmentation, distribution outlets
Competitors – who, how many, where, brand shares and advertising expenditure of the existing brands
Consumers – demographics, consumer behaviour
Analysis of the external marketing environment
A summary of the proposed market segment with rationale
· Concept Development:
Idea generation
Screening
Concept testing via qualitative research (focus groups/depth interviews)
· Recommendations:
Summary of proposed marketing strategy with basic marketing mix
· A profit and loss forecast for the proposed new product (using Excel spreadsheet or equivalent)
During the tutorials, groups will be required to discuss, develop the various stages of the assignment and occasionally, to present their thinking to the tutor and other class members. The Teaching Programme details the various stages that will be covered in these sessions.
It is therefore vital that groups attend their timetabled session during the course and work to the set deadlines, in order to ensure effective management and completion of the assignment.
The word limit for the main report is 3000 words. References and the bibliography must also be included, though they do not form part of the word count. In addition, appendices can contain background findings, figures, graphs; pack designs, competitor data and so on. Although these are also excluded from the word count, they must be relevant and need to be referred to in the main text.
In marking the assignment, the following will be assessed:
· Comprehensive background/marketing audit
· Use of marketing techniques: interpretation of findings, quality of ideas generation, screening, concept development and testing
· Relevance of marketing strategy recommendations to assignment findings
· Profit and loss spreadsheet: clarity, structure, viability
· Style and presentation: visual presentation, referencing, graphs, spelling and grammar, logical flow, structure, ease of reading.
· Project management: including in-class assignment work signed off by tutor.
YOUR WORK FORMAT
v Executive Summary
v Introduction
v Market background
· Marking value
· Key competitors
· Marketing segmentation
· Advertisement, selling and distribution
·
Pest
analysis
· Buyer’s behaviour
v New product development
v Primary research
v Marketing Strategy
v Marketing plans
v P$L alc
v Swot analysis
v Conclusion
v Bibliography
v Appendices
Credit:ivythesis.typepad.com
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