MGT103 Understanding Markets Marketing Assignment, University Of Sunderland

Assessment Criteria

Upon successful completion of this assessment, students will be able to have demonstrated:
1.    Demonstrate an understanding of the different components, approaches and processes of marketing and the application to an organisational context.
2.    Examine and understand the customer engagement strategies used in contemporary organisations.
3.    Demonstrate an understanding of the dynamics of the marketing environment and the implications on marketing decisions.
4.    Demonstrate the ability to identify, gather and utilise information from a range of suitable/credible sources

Task

You have been appointed to work in the marketing department of Flamingo. Flamingo is a regional health café based in Sunderland. https://flamingobarandcafe.com/ .

The first task the senior management team have given you is to undertake an evaluation of the organisation’s customer engagement strategy. They are particularly interested in exploring the current customer value approaches and identifying their competitive market position.

As such you have been asked to evaluate the organisation’s current customer groups and competitors as well as identifying any external factors impacting upon the venue. Using suitable research, you must evaluate the above factors and then identify suitable marketing mix strategies to move the business forward.
Alternatively, you can choose an organisation of your choice, other than Flamingo, but you must communicate this to your module leader and/or tutor.

Suggested Structure

•  Introduction
• Environmental Analysis
• Customer Engagement Analysis
• Competitor Strategy Analysis
• Evaluation of Marketing Practice - using a 4P Framework o Product, Services, Facilities o Location & Physical environment (Place) o Pricing approach o Promotion techniques
• Key Marketing Mix Recommendations
• Conclusion
• References
•  Appendices (if applicable)