MARKETING REPORT ON ZARA

Assignment Title: Written Report. MARKETING REPORT ON (COMPANY NAME) Description of the assignment: A report outlining the marketing strategy of a chosen company Any specific instructions: Students need to choose one company from the selection given. You have been asked to produce a report that explores an organisation’s marketing environment and its marketing responses to that environment. Choose a company from the following list. • Zara • Metro Bank • Amazon UK • Walker’s Crisps The report must be your own individual work and there should be no evidence of collusion or collaborative work with other students. The report will contain the following 5 sections: Task One (macro environment) Produce an analysis of the macro environment for the company. Identify at least 3 major external factors that could help or hinder the progress of this business. You should refer to at least 2 credible research sources to justify your choice. Explain what impact these factors are likely to have on the company’s marketing programme. Task Two (the target customer) Identify one customer profile. Use secondary research to show evidence of who the target market is for this company.

Then describe what a typical customer of your company looks like using behavioural, demographic, geographic and lifestyle segmentation. Use at least 2 relevant research sources to support your argument. Task Three (product and price) Produce two perceptual maps that show the positioning of your company and at least four other competitors. One map must have the axes ‘price’ and ‘quality’, the other can have axes of your choice but not ‘price’ and ‘quality’. Justify, with reference to at least 2 credible research sources, why you have positioned the company and its competitors in the way you have. Task Four (growth strategies) Use Ansoff’s matrix to choose a strategy for growing the business. Explain, using 2 research sources, why you have chosen this strategy. Briefly explain the marketing mix (4Ps) for this growth strategy and how it will help you to achieve growth. Task Five (buyer behaviour) Explain how the 4Ps described in task 4 map onto the consumer buyer behaviour model. Show where each of the 4Ps is used to influence the consumer at each of the 5 stages of the model