You have been asked by your Managing Director to develop a new market offering. Targeting the UK market, you need to design and deliver a new drink offering into an already cluttered marketplace.
This means that you need to create a specific market space for your new drink with a clear target audience and strategy. Firstly, you need to research the macro-environment to determine current trends in the UK market.
Then you need to develop the company’s strategy and positioning. Finally, you must recommend what your company must do to attract customers and how the customer experience will be developed
The report should include:
A tailored macro-environmental (PESTEL) analysis showing sources of information from acceptable and reliable sources AND highlighting the key issues facing the company (35%)
The development of your company’s marketing strategy (think about the segmentation, targeting and positioning and long-term strategic direction) (30%)
Specific recommendations in relation to the market offering for the proposed target audience. (What will you be marketing? How will you develop a positive customer experience? Think about how you communicate and distribute your offering. What sort of pricing point will you use given your position in the marketplace? (35%)
Macro environmental analysis
P E S T L E framework
Political Trends: The macro political environment analysis will identify changes in the position politicians take on issues. A current example is a shift towards greener policies in the developed world.
Economic Trends: The macro economic environment analysis will identify trends such as changes in personal disposable income, interest rates, inflation and unemployment rates.
Social/Cultural Trends: The macro social/cultural environment analysis will identify trends in societies beliefs, behaviours, values and norms. Such as the number of part time workers, attitudes towards global warming, make up of the family structure.
Technological Trends: The macro technological environment analysis will identify changes in the application of technology. A current example is a shift towards online transactions and in some areas a shift away from online transactions.
Legal Trends: The macro legal environment analysis is closely linked to the political environment (politicians tend to make the laws), but also includes trends in court decisions such as liability compensation.
Environmental Issues surrounding levels of pollution, recycling, reduction in energy usage.
please check all the requirement properly on the uploaded files i have uploaded plus material and tools.
please you have to use all the tools for this module when doing this assignment. please read seminars and lectures to be able to do it as required.
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