Marketing Audit Assignment Help-Conduct a marketing audit on feathers brand, an Emirati brand-Conduct a marketing audit on feathers brand, an Emirati brand. Assess the performance of that brand and provide recommendations. The project will be assessed based on the analysis, recommendations made in the report.
You can use the company’s website and visit stores where the product is sold but you must not request any information from the company in order to conduct your audit.
Conduct a marketing audit on feathers brand, an Emirati brand. Write a research to assess the performance of that brand and provide recommendations. The project will be assessed based on the analysis, recommendations made in the report.
You can use the company’s website and visit stores where the product is sold but you must not request any information from the company in order to conduct your audit.
The report is no more than 15 pages (excluding references, title page, table of contents, list of tables and/or figures and the appendix) using 12-point font and 1.5 line spacing. The report should be guided by the following outline:
Title Page
Table of Contents
List of Tables and/or List of Figures
Executive Summary
Introduction (What is marketing audit and then write about the chosen brand “Feathers”, what is this brand? What do they sell? Who is the owner? The brand inspiration. Their strategy. “Everything about the brand”)
Environmental Context Analysis
Demographic Environment
Economic Environment
Socio-cultural Environment
Political and Legal Environment
Technological Environment
Natural Environment
Competitor Analysis
Competitive Situation Analysis
Direct and Indirect Competitors
Analysis of Competitive Strategy and Position
Competitive Advantage
SWOT Analysis
SWOT
Write a few sentences detailing the most important issues
Segmentation and Targeting
Provide a short description of the product market
Identify the different segments within the market and the relevant segmentation dimensions
Discuss the company’s target market(s)
Positioning Strategy
Describe the company’s positioning strategy
Provide a perceptual map
Product Strategy
Product/s class, Product lifecycle
Specify the core physical good and/or service, the actual and augmented product.
Are there any new product development requirements? (Requirements set by the company or industry to pass certain tests or satisfy certain standards of quality, safety, function, and other characteristics, to make sure the product development stage is successful.)
Pricing strategy
What is the nature of demand and price sensitivity?
What is the approach to price setting?
Is it value-based or cost-based?
Is it fixed or flexible pricing?
Distribution strategy
What is the degree of market exposure required
Explain the distribution channel (channel members, type/number of wholesalers and retailers, how are marketing functions shared, coordination needed in channel…)
Promotion strategy
Promotion Objectives
Message and Creative Strategy
Promotion Mix
What mix of advertising, personal selling, sales promotion, sponsorship, direct response marketing, public relations/publicity is there?
Is there a mix of push and pull?
Customer service and relationship activities
Service quality
Relationship activities
What do they do to keep customers and create loyalty; such as create value, constant improvement, loyalty programs …
Conclusion
Recommendations
Simply list the recommendations you developed throughout the text. For example:
Recommendation 1 ….
Recommendation 2 … etc
Appendices
