Marketing Management

AQF Level 8

[Student name]

[Student number]

Assessment 1 – Market Analysis:

[insert name of organisation (brand) here]

Word count: [.. insert word count here ..]

Executive Summary

[On a separate page, your executive summary provides a brief overview (half a page to a page) of
your entire report. It should include what you did, how you did it, what your main findings were and
what your key recommendations are. Although the executive summary appears at the beginning of
the document, it should be written last after completing the assessment. This section is excluded
from the word count.]

1
 Table of Contents

[On a separate page. You can Update the ToC by right-clicking on the ToC and selecting Update
field.]

Executive Summary...............................................................................................................................1

1 Introduction...................................................................................................................................3

2 Market situation analysis...............................................................................................................3

3 Market segmentation analysis.......................................................................................................3

4 Target market recommendation....................................................................................................3

5 Recommended Positioning............................................................................................................4

6 Conclusion.....................................................................................................................................4

References.............................................................................................................................................5

Appendix 1:...........................................................................................................................................6

2
1 Introduction

[This section explains to your reader what you are going to tell them in the body of your
report. It gives the background to the report and explains why it is useful. Tt should state
the aim/purpose and objective/s of the report. Then, provide adequate information about
your selected organisation and chosen product (good or service) so that the marker can
assess your answer appropriately. Overall, it is a high-level description of the organisation,
giving readers a quick and easy way to understand the business that this company is
currently in, its products and services, a brief scope of work that the company performs and
present conditions. It should then mention any limitations and present a very brief summary
of the sections. This section is included in the word count.]

2 Market situation analysis

[Based on various theories of marketing management as discussed in Modules 1-3 of the

learning materials, analyse the current market situation, including trends and issues impacting on
the organisation and, more specifically, the selected product (good or service) and relevant
stakeholders, collaborators and/or competitors.

Your analysis should consider relevant internal and external environmental factors using
appropriate frameworks and should summarise these factors in a SWOT analysis. This
section is included in the word count.]

3 Market segmentation analysis

[Discuss how to segment the market for the selected product (good or service), justifying your
approach based on relevant criteria for effectiveness. This section is included in the word count.]

4 Target market recommendation

[Provide justified recommendations for the selection of a target market segment that will be the
focus of your capstone assignment. This section is included in the word count.]

3
5 Recommended Positioning

[Provide justified recommendations for the positioning of the company in relation to the
product/service selected. Base the recommendation on the market analysis (particularly the
company and competitor analysis will be very pertinent in informing your decision) as well as
recommended target market. Utilise the elements of value pyramid as well as a perceptual map to
aid your discussion. This section is included in the word count.]

6 Conclusion

[The conclusion should be brief. It should summarise the whole of the report and tie it together,
without introducing new material. This section is included in the word count.]

4
References

[On a separate page, type references here, in alphabetical order. See the AIB Style Guide for the
format. This section is excluded from the word count.]

5
Appendix 1:

[On a separate page… Title of Appendix 1… This section is excluded from the word count.]

If you have used internal (not publicly available) secondary data sources, include a signed
Organisational Consent as an appendix.