Note: You may choose any company based in the European Union.

Note: You may choose any company based in the European Union. You must choose the core product (or product line) or service within the portfolio of that organisation. Your choices must be explicitly mentioned.

After you have made this selection, assume that you have been headhunted and appointed as the General Manager- Marketing for this well-known European based company. The CEO says that you have been specifically brought in to make changes to the core product/service of the company. He has tasked you with the responsibility of revamping the current marketing strategies for that product (or product line) or service that the company would like to focus on. The CEO would also like to leverage technology appropriately to further the organisation and the core product/service.

You are required to write a report detailing what your plans are and how you intend to implement them appropriately. Your report should cover the following points:

Give a brief description of the organisation and some background information on the product (or product line) or service that you have chosen for the revamping.

Examine their current STP and marketing mix, focusing on the 4Ps (if it is a product) or the 7Ps (if it is a service) that your chosen organisation is currently applying. Identify the strengths and the areas for improvement within this marketing mix.

Evaluate how the organisation can use appropriate digital marketing strategies, including an analysis of E-marketing and M-marketing strategies. Analyse how these strategies can contribute to the success of your organisation.

Provide recommendations on how your chosen organisation can improve its marketing mix, digital marketing and M-marketing strategies. Justify all the changes that you are recommending.

Suggested Structure

Title / Cover page (title including the name of the chosen organisation)

Executive Summary / Abstract for not more than 250 words (this will not be part of your word count.

Table of contents (headings, sub-headings with numbering)

Introduction (aim of the report, overview of chosen organisation and the product or service, present structure of report)

Body (literature, research, discussion, findings)

Conclusion (recommendations based on the findings, summary of key points emerging from the analysis above)

References (aim for a minimum of 20 different sources; balanced mix of academic sources – books and journal articles and non-academic sources such as – websites, media sources, reports, statistics etc.)

Appendix (optional) (eg. PEST/ Porters’ 5 forces etc.)

Format: Word File / PDF

Assessment criteria: see grading criteria.

3000 words (+-10%)

FORMATTING AND LAYOUT

Please note the following when completing your written assignment:

Writing: Written in English in an appropriate business/academic style

Focus: Focus only on the tasks set in the assignment.

Ensure a clear title, course, and name or ID number is on a cover sheet and a bibliography using Harvard referencing throughout is also provided.

Research: Research should use reliable and relevant sources of information e.g. academic books and journals that have been peer reviewed. The research should be extensive.

All referencing should be in Harvard style.