MARKETING ANALYSIS./ EVALUATION
What activities and programmes does the company sponsor? is the company undertaking any CSR? / are they sponsoring community groups/ events? why do you think they do this?)
What is happening online through owned, paid and earned channels to engage with consumers and other stakeholders?)
Is there evidence of testimonies? What are others saying about the company? There is some crossover with earned channels from 2.7, above so avoid duplication)
How is the company utilising social media?
What types of messaging/ conversations are taking place and how does this reflect/ reinforce positioning and brand personality?)
What are their products? How are they displayed? How is branding used in the packaging? Is there evidence of the product life cycle or appeal to Roger’s Diffusion of Innovation segments?
Where are the products/ services accessed (i.e. online, brick and mortar, via a third party)? What delivery options do they have? How does this reflect strategy?
What pricing strategies are they applying? How does this reflect their generic strategy?
How are staff used in the business? What efforts do they make to create a community amongst customers?
How does the company demonstrate its existence? This is more relevant to service based companies so bear that in mind. Areas such as logo, website, branding will be key here.
How many steps to contact/ purchase/ complaints are there? Is the process more complex than competitors, or less so?
Reflects strategic decisions and relevant taught theories in its marketing efforts. (30 marks)
Describe what you find.
Analyse your findings (why have they done this and/ or what is the likely impact?).
Link your findings to taught theory/ strategy/ models.
Does / can evaluate the effectiveness of its marketing efforts. (20 marks)
How does / can the company measure effectiveness? (i.e. company KPI data/ social media comments, likes, shares).
The content of your portfolio must display academic skill and integrity, appropriate to level five studies. (10 marks)
See above and remember to:
Describe what you find
Analyse your findings (why have they done this and/ or what is the likely impact?)
What is the company positioning? (i.e. to provide products/ services at a lower price, better quality, better customer experience, industry experts etc.)