Marketing Report
Order Description
In this assignment, each of you must choose a company from the list of companies provided (see below for a list of companies). You will choose a country (not Australia) that your company operates in and provide relevant background information and analysis on both the company and country, and design a new product for the company to launch in that country.
You will need to provide a market description of the relevant market conditions that your company operates in. This might include variables such as the prevailing economic conditions, demand and supply factors, and a description of the industry etc. for that country. You will need to provide a referenced SWOT analysis for the company in that market, identifying the internal strengths and weaknesses and external opportunities and threats of the company for the chosen market. The goal of a SWOT analysis is to identify the critical factors that may affect your proposed business concept (or new product) and then build on your strengths to reduce your weaknesses, exploit opportunities and avoid potential threats. You are also expected identify and describe using marketing segmenting variables, one target market being served by your company.
LIST OF COMPANIES
Use the Database MarketLine Advantage to find required market reports (company &
industry)
Step 1: Pick one Global Company:
The Hershey Company
Mars, Inc.
Nestle S.A.
Lotte Group
Ferrero Group
Mondelez International, Inc.
Step 2: Use the Global Industry Report:
(Hint: It may not be on the first page of results)
Global – Confectionery
Step 3: Pick one Country Industry Report from this list
(Country – Confectionery)
Argentina
Hungary
Russia
Belgium
India
Singapore
Brazil
Indonesia
South Africa
Canada
Ireland
South Korea
China
Italy
Spain
Colombia
Japan
Sweden
Czech Republic
Mexico
Switzerland
Denmark
Netherlands
Taiwan
France
Norway
United Kingdom
Germany
Poland
United States
Hong Kong
Portugal
Venezuela
Recommended: Save or print the required 3 reports in Pdf format to make it easier to reference.
Detailed Report Template
Activity
Detail
Page #
1. Executive Summary
2. Introduction and background to the company
Half a page executive summary
Introduction to the task, definition, purpose and value of this report for an organization.
Introduction to your chosen company and country.– including e.g. RELEVANT history, current markets, product lines etc.
1
3. Market description
Discuss the confectionery market in your chosen country. – market size,
market leaders, market concentration, distribution & industry growth etc. Discuss briefly.
2
4. SWOT table
5. Findings Explanation of
the SWOT table
On one page, briefly present the SWOT analysis in a table format for
your chosen company and country. Making sure to rank the elements
in each of the SWOT dimensions. Discuss briefly.
Do not copy SWOT table from reports.
3
6. Recommendations
a. Target market
b. New product description
c. Customer value proposition
d. Justification of the choice of new product using at least one strategy
Identify and describe using segmenting variables, one target market
being served by your company.
Describe your new product designed for your identified target market. Include the relevant marketing mix variables.
Explain the customer value provided by your new product. Explain how their new product ‘fits’ with the SWOT analysis by
describing at least one strategy profile being addressed (e.g. S-O, W-O
etc.)
4-6
7. References list and
Appendices
Students are required to use the LTU Harvard Referencing style
7 onwards
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