Overview
Students must choose an individual product or service ITEM (not a line or company) and undertake an analysis of the following:
1. A competitor and consumer behaviour analysis (20%)
2. Marketing mix analysis (45%)
3. Segmentation, targeting and positioning analysis (35%)
The above percentages refer to how many words you can allocate to each section of the report.
The analysis must be based in 2024/2025 and you must support your analysis with evidence from current academic and industry literature.When choosing the product or service item, students must:
Choose one country in which to base their analysis, Ensure the product or service item is currently for sale in the chosen country, Ensure there is sufficient supporting evidence available in the public domain to undertake the required analysis