1. Introduction
2. Industry Overview Compile an overview of the Australian Industry in which your brand operates in. Including any key environmental changes that have occurred over the past 3-5 years – for example: aspects such as major mergers, new entrants to the Australian Market, technological innovation, key consumer trends. (Approximately 200 words)
3. Company and Product Overview Compile an overview of your Company and the selected Product. (Approximately 200 words)
4. Competitor Comparison Analysis Table Select 4 other competitors in the selected Industry. Compile a competitor comparison table ensuring that you include your product. To be included at a minimum, are company-wide aspects such as Brand Equity, Market Share, Industry Standing, International Status of Distribution as well as features and benefits of the specific products (based on the Marketing Mix). The table should be comprehensive and hence grades will be allocated for your selection of the additional criteria (The Table is excluded from the word count.)
5. Target Market (including Segmentation and Targeting Strategy) 5.1. Detail the main Target Market(s) for your product. (Approximately 100 words) 5.2. Based on this definition identify the key Segmentation Variables (demographic, psychographic, geographic or behavioural) which have been used in the defining the Target Market. (Approximately 100 words) 5.3. Identify the Targeting Strategy (Differentiated, Undifferentiated or Concentred) that has been adopted by your company. (Approximately 100 words)
ASSESSMENT TEMPLATE