BEMM215 Marketing in Practice Assignment 2 Answer | University of Exeter

1. Introduction  

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Table of Contents

Introduction .......................................................................................................................... 6

Situation Analysis ................................................................................................................. 7
 2.1 Macro Environmental Analysis ............................................................................... 7
  - PESTLE Analysis ......................................................................................................... 7
 2.2 Micro Environmental Analysis – Porter’s Five Forces ............................................. 8
 2.3 Market Analysis ..................................................................................................... 9
 2.4 Competitive Analysis ............................................................................................. 9
 2.5 Internal Analysis .................................................................................................. 10
  - 5Ms .......................................................................................................................... 10
 2.6 SWOT Analysis .................................................................................................... 10
 2.7 TOWS Matrix ........................................................................................................ 11

Objectives .......................................................................................................................... 11

Strategy ............................................................................................................................. 12
 4.1 Ansoff Matrix ....................................................................................................... 12
 4.2 STP (Segmentation, Targeting, Positioning) ......................................................... 12
  4.2.1 Multivariable Segmentation ............................................................................... 13
  4.2.2 Targeting ............................................................................................................. 13
  4.2.3 Persona ............................................................................................................... 13
  4.2.4 Positioning – 4Cs ................................................................................................. 14
 4.3 Perceptual Map – ......................................................................................................... 15
 4.4 Marketing Mix – 7Ps ............................................................................................ 16
4.5 Organizational Fit ................................................................................................................ 17 

5. Tactics ....................................................................................................................................... 18 
           5.1 RACE framework ................................................................................................................ 18

6. Action ........................................................................................................................................ 18
        6.1 3 Ms (Men, Money, Minutes) ............................................................................................. 18

7. Control ...................................................................................................................................... 18
           7.1 KPIs ..................................................................................................................................... 19
8. Long-Term Plans ...................................................................................................................... 19
9. Conclusion ................................................................................................................................ 20
Reference List ............................................................................................................................... 21 

 List of Tables

Table 1: Pestle analysis ................................................................................................................... 8
Table 2: Porters Five Forces ........................................................................................................... 9
Table 3: SWOT analysis ............................................................................................................... 11
Table 4: SMART objectives ......................................................................................................... 12
Table 5: Persona ............................................................................................................................ 14
Table 6: 4Cs .................................................................................................................................. 15
Table 7: 7Ps................................................................................................................................... 17
Table 8: RACE .............................................................................................................................. 18 

List of Figures

 Figure 1: .................................................................................................................. 6
Figure 2:  ............................................................................................... 9
Figure 3: ................................................................ 13
Figure 4:  ............................................................... 16
Figure 5:  ........................................................................................................ 17
Figure 6:  .............................................................................................. 20 

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