MARKETING MANAGEMENT ASSESTMENT

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MARKETING MANAGEMENT (NEED ALL OF THE TOPIC ON MELBOURNE(AUSTRALIA)) Assessment – Category Analysis Assignment: The Australian Coffee industry. Word count: 2,500 words (body of the report only – excludes exec summary, reference list and appendix Task Instructions Overview: Students are required to provide a situation analysis of a well-known brand (or product) within the Coffee industry. The focus of the analysis can be from the grocery market (supermarket sales), retail market (coffee chains/Quick Service Restaurants-QSR), or foodservice (industrial market). Students are expected to complete a thorough and robust situation analysis and industry segmentation, targeting and positioning analysis of their chosen brand. Report structure: Section 1: Situation Analysis 1. Category Definition: In commencing the report, students should first establish the category definition by providing a clear and concise definition of the industry their report will focus on. 2. Situation Analysis: This section should overview the category by providing strong analysis in the following areas as a minimum: a. Category Analysis: i. Category size and growth (use a minimum of 5 years data discussing factors that have influenced the category size and growth) ii. Stage of the product life cycle iii. Category factors using Porter’s Five Forces analysis, iv. Macro-environmental analysis applying the PEST(E) model. b. Competitive Analysis i. Product features matrix ii. Strategic analysis (objectives and strategies) iii. Marketing mix analysis iv. Differential advantage analysis Section 2: Segmentation & Positioning Analysis 1. Market Segmentation analysis: a. Market segmentation Perform an analysis illustrating of the ways in which participating companies/brands have elected to segment the market. Use a minimum of 2 brands to illustrate the answer. b. Targeting Construct a customer or consumer profile c. Positioning…