- Choose a B2B company of your choice (please note that your chosen company will also be used for your final assignment).
- Across your two assignment you will develop an Industrial marketing plan.
- For assignment 1 you are required to develop the first part of the marketing plan and assignment 2 the final part.
- Perform a situation analysis identifying the following:
- Product mix:
i. Current product mix, product lines and individual products - Market analysis:
i. Who are their current competitors - PESTEL
- Market segmentation
i. Identify the segments that that they target (including the characteristics of each market segment). - Value proposition:
i. Identify the value that the company aims to provide to each segment (which products are aimed at each segment and what the benefits
are to that segment)
- Positioning:
i. How do they position themselves in the market (and if relevant to each segment). How do they differentiate themselves through this
positioning from their competitors?
- Your Marketing Plan Part 1 should be uploaded in PDF format.
- Your table of contents should include:
- Introduction/Background
- Product Mix
- Market analysis
- Market segmentation
- Value proposition
- Positioning
- References
Formalities:
- Wordcount: 1500
- Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
- Font: Arial 11 pts.
- Text alignment: Left.
- The in-text References and the Bibliography must be in Harvard’s citation style.
