MARKETING MANAGEMENT (EMQI K63)

INDIVIDUAL ASSIGNMENT:

You choose a brand and analyse the brand by answering the questions below:

1. Which values does the brand provide?

2. Look at the last 3 years and explain each of the ups and downs that the brand has
been through.
3. Who are the brand’s target customers?
4. What is the customers’ perception of the brand comparing to its competitors’
brands?
5. How is the brand’s strategy impacting the brand’s profit?

GROUP ASSIGNMENT: MARKETING AUDIT AND PLAN FOR A NEW

PRODUCT

Case Scenario

You have all been assigned a case in which you will act as marketing consultants.

Your team will select a company in industries as you wish.

You perform a marketing audit, which helps to gauge its current situation both internally
and externally. The marketing audit should:
- Evaluate the company’s capabilities (the internal factor)
- Evaluate external factors that affect the company’s marketing planning

Based on the marketing audit, your team will make a detailed 3-year marketing plan to
launch a new product. The marketing plan should cover the followings:
- Describe the new product
- Suggest the target market and the positioning in this market
- Justify recommendations for the mix strategy (product, price, place, promotion).
In case of the service product, the mix should include 3 extended – P (process,
people, physical evidence)

Notes for the report

1. The report in English should have a cover page and a content sheet.
2. Using 12 or 13 point Times New Roman script.
1
3. The report should not exceed 6,000 words in length.
4. Using the Harvard referencing system.
5. Exhibits/appendices are outside the limit.
6. Containing a list of references used in the assignment.
7. If you are caught plagiarizing, you could have your grade reduced to zero.
8. The individual evaluation will be done by your team and has to be attached with
the report. Either in Vietnamese or in English is accepted. The form as follows:

STT Sinh viên Mã sinh viên Nhiệm vụ Đánh giá

1 (e.g) 9/10
- Nhóm trưởng
- Phân công công việc và giám sát nội dung
của cả nhóm
- Về Marketing Audit:
+ Thu thập số liệu và dữ liệu về Yeah1
Group
+ Phân tích phần Micro Environment:
Industry Analysis, Competitors Analysis,
Market Analysis, Customer Behaviors,
Market Trends
+ Thu thập phần việc của các thành viên còn
lại và hoàn chỉnh thành 1 bản audit
- Về Presentation:
+ Lên ý tưởng về sản phẩm và thiết kế Slide
+ Chia việc cho các thành viên khác và thu
thập lại để hoàn thiện
+ Phụ trách nói phần phân tích Research,
Customer Persona và Insight của chiến dịch