i. Type of Assessment: Report
ii. Instructions: choose one company and one market and produce a
iii. Expected Format: Business report
iv. Word Count: 3000 (+/-) words
Select one company or brand from the list provided by your tutor. You need to produce a marketing audit for this company/ brand reviewing only one market e.g. UK, Myanmar, HK or Singapore.
Conduct independent research using quality sources to provide the evidence to support your analysis. E.g. Mintel, Keynote etc.
Your report will be structured as follows:
• Executive summary
• Contents page
• Introduction to the audit
• Company/ brand background
• Macro analysis (e.g. PEST/ PESTLE)
• Micro analysis (e.g. internal analysis)
• Competitive analysis using strategic groups, perceptual mappings and reviewing the company/ brand’s two closest competitors. (Do not use Porter’s 5 forces)
• Conclude with the strategic priorities for the coming year, based on your analysis of the current situation.
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