The purpose of this assignment is for you to demonstrate your understanding o fMarketing Theory and Practice.You are required to select any one company, and integrate the company’s activitieswith the marketing concepts that you have studied in class.Please ensure that you select a manufacturing goods company (with a high marketpresence, such as Coca Cola, Apple, Toyota, Unilever etc...) and NOT Service. Chooseany one product of the company.Your choice of the company and the product has to be approved by the lecturer.The report should be 1500-2000 words in length (not including the ExecutiveSummary, any appendices or reference list).MARKETING FUNDAMENTALS BAS121

Assessment 2: Analysing a Company’s Marketing Approach

Due Date: May 24

Total Marks: 30 marks

The purpose of this assignment is for you to demonstrate your understanding of 

Marketing Theory and Practice.

You are required to select any one company, and integrate the company’s activities 

with the marketing concepts that you have studied in class.

Please ensure that you select a manufacturing goods company (with a high market 

presence, such as Coca Cola, Apple, Toyota, Unilever etc...) and NOT Service. Choose 

any one product of the company.

Your choice of the company and the product has to be approved by the lecturer.

The report should be 1500-2000 words in length (not including the Executive 

Summary, any appendices or reference list).  

Structure and content required for the report:

· Executive summary

o Include the key findings of your reports

§ This is not a summary of your approach

§ Is completed once the report is finalised

§ It appears on a separate page at the beginning of the report

§ It is included before the ‘Table of contents’

· Table of contents

o Included on a separate page

o Includes all main headings of the report

o Includes page numbers for each entry 

o Ensure you know how to correctly set it out

· Introduction

o The purpose of your report

o Introduction of the Company and the Product 

· Industry background

o A general description of the industry that you have selected including: 

industry trends, market size and other product segments – (Example: so 

while you may choose Coke or Pepsi, you still need to identify other 

segments in the discussion of the soft drink industry such as sports drinks 

and others to set the overall view)

o Referencing Required

· Company background

o Some background information on the Company that you have chosen 

including their product segments, market share, and a brief of the product 

that you have selected

o Referencing Required· Strategic marketing and planning

o Does the company demonstrate that they have a strategic hierarchy? 

Briefly explain.

o Referencing required

· Macroenvironmental forces

o An analysis of the macroenvironmental forces that shape the marketing 

environment in relation to the industry that you have selected

§ You need to at discuss at least three forces in detail

§ Referencing Required

· Microenvironmental forces

o An analysis of the microenvironmental forces in relation to the company 

you have selected

§ You need to discuss at least three forces in detail

§ Referencing Required

· SWOT analysis

o Discuss the SWOT analysis for the company based on your analysis of 

the industry, company and macro/micro environmental forces

§ Don’t forget – a SWOT should include an analysis of the key points 

you have already discussed in detail in your previous analysis

§ No referencing is required in a SWOT analysis

· Market segmentation

o Discuss segmentation variables

§ Identify the general market segments that your company targets

§ Referencing Required

· Target markets

o Identify the target markets for the product you have selected

o Discuss the characteristics of the target market in relation to various 

segmentation variables

§ Use a table to list the characteristics of the target markets in relation 

to each factor of the segmentation variables

§ Referencing Required

· Targeting strategy

o Provide an explanation of the targeting strategy (undifferentiated, 

differentiated or concentrated?)

o How is a targeting strategy chosen?

o What targeting strategy is used by the company that you have chosen and 

why?

o Referencing Required

· Positioning strategy

o A discussion of the different positioning strategies 

o What positioning strategy is used by your selected company?

o Referencing Required

· Recommendationso From your analysis of the industry, company, and macroenvironmental and 

microenvironmental forces, provide recommendations of other potential 

market segments that may be an option

§ Ensure that you justify your reasoning

*Referencing

Use Harvard Style of referencing

(Refer to the attachment on Moodle)

Do not use Wikipedia!!