Marketing Report For Understanding Markets And Customers Semester 2 Assessment 2

Marketing Report

Write a 2500-word report on the marketing of an organization selected from the list below, together with your recommendations on improving their digital marketing. 

Background to module assessment brief: 

You are to assume the role of a junior market analyst. Your employer, an International Marketing Consultancy, has been asked by a UK-based organization [selected from the list] to evaluate the company's marketing environment and how the marketing mix is currently applied. You will also identify the current customer base and how they could use digital marketing more extensively in their marketing activity.

You are requested to produce a report for the Marketing Director. The report should:

• Provide a background to the organization selected
• Identify their current product/service offering and the current segment of customers
• Identify the factors and trends in the marketing environment and how they affect their marketing approach
• Explain how the key concepts of the marketing mix are applied at present by your chosen organization
• Use theory to reflect on their current activities, including an appreciation of any sustainable approaches within their market practice
• Recommend how the chosen organization can improve its digital marketing utilization

It is up to you to choose the most relevant aspects of the theory to explore this topic and explain your findings in the marketing context. When considering their current product/service offering you may choose to ‘drill down’ in one or two areas of the marketing mix or you may go for an overview. In your report, you must consider digital marketing and link this to both the organization’s current marketing activity AND your recommendations. Whatever you choose, justify your choices.

In agreement with your seminar tutor you should select one of the organisations listed overleaf:

• Aviva (Insurance) 
• Herb UK (Health and Beauty)
• Inghams (Travel)
• Waggel Limited (Pet Insurance) 
• Freedom Fibre (Broadband Services)

• Iceland (Food Retail)
• Mother of Pearl (Clothing)
• Ooni Pizza Ovens (Outdoor Cooking)
• Clogau (Gold)
• Grahams the Family Dairy Group Limited (Food and Drink)

Notes for Students: 

Instructions for completion and submission of report assignment:
 
The report should be:

• 2500 words in length excluding Executive Summary, contents, bibliography, list of illustrations (if used) and appendices (if used). The word count is permitted to be +/- 10% of the 2500 words (2250-2750 words).
• You must write in the third person. 

Write concisely as you will not score points for irrelevant, padded overlong submissions. Quality, not quantity is the aim. Use the marking scheme as a guide for structure.