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Business Administration Programs - Strategic Marketing Report

   

Added on  2019-10-09

3 Pages878 Words217 Views
Business Administration ProgrammesAssessment – Strategic Marketing ReportWord limit: 2,500 (10% more or less)Task:Your task is to complete a Strategic Marketing Report that will evaluate the market and business situation for the case outlined below and provide some marketing mix strategy recommendations.Your main task is to undertake a situation analysis. This will involve the gathering of pertinent information from a wide range of sources, and requires time, diligence, and selective judgement. Remember that the purpose of a situational analysis is to enable you to identify problems and opportunities, formulate sensible objectives, and select appropriate strategies. Thus, your task in assessment two is to complete the sections outlined in the assessment marking guide below.Case:Imagine you are the Marketing Manager for Zambrero, a new Australian Mexican fast food franchise, which is establishing itself in New Zealand.The Executive Team have asked you to prepare a Marketing Strategy report for its Albany franchise who is interested in targeting the local student population (near the Massey Albany campus), local business workers, commuters (it is close to a major Park and Ride bus station, Oteha Valley), and local residents. Please note, although we are using Zambrero as areal business case it is not possible to contact the business itself. All information about the business can be found at http://zambrero.co.nz/.PROJECT AREAMARKALLOCATED MARKAND COMMENTThe Situational Environment1. Demand and demand trends 2.Social and cultural factors3.Demographics4.Economic and business conditions5.Technology6.Current political / legal / regulatory factors20The Competitor Environment1.Who are the main competitors? List both direct and indirect 15
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