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- University Of Sunderland (UoS)
Essay of 17 pages for the course business and financial management at UoS (marketing)
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Module Code and Title: UGB161 Intro to MarketingAssessment: Individual Assignment
Submission Due Date: 03 May 2021
Word Guidance: 3000 words (+/- 10%)
Weighting within Module: 100%
PLAGIARISM/INFRINGEMENT STATEMENT
All Assessments are subject to the University’s Policy on 'Cheating, Collusion and Plagiarism.
Students found guilty of this are subject to severe penalties.
This is an INDIVIDUAL piece of work - If there is evidence that the work is not wholly
attributable to you, the University's policy on 'Cheating, Collusion and Plagiarism' will be
applied.
Note: I have copied the below sample from different sources such as (internet, journals and
thesis) to show you how to write the assignment; please be careful and use your own words. Do
not copy the below statements since the example from Malaysia (Giant) and your assignment is
about Korzinka ; just follow the structure. Otherwise, you have to bear the consequences.
TASK
You have recently been appointed to work in the marketing department of Korzinka. uz.
The first task the senior management team has given you is to undertake an evaluation of the
organisations current marketing strategy and evaluate their position in the market. As such, you
have been asked to evaluate the organisation's current customer groups and competition as
well as identifying any external factors impacting upon them. Using proper research, you must
then identify a suitable marketing mix strategy to help grow the business moving forward.
,Table of Contents
INTRODUCTION ................................................................................................................................. 2
MARKETING ENVIRONMENT.............................................................................................................. 3
MICROENVIRONMENT ................................................................................................................... 3
MACROENVIRONMENT.................................................................................................................. 5
SWOT ANALYSIS ................................................................................................................................ 6
MARKETING MIX ............................................................................................................................. 10
PRODUCT .................................................................................................................................... 10
PRICE ........................................................................................................................................... 11
PLACE .......................................................................................................................................... 12
PROMOTION................................................................................................................................ 13
CUSTOMER DRIVEN MARKETING STRATEGY .................................................................................... 13
SEGMENTATION .......................................................................................................................... 13
TARGETING.................................................................................................................................. 15
DIFFERENTIATION AND POSITIONING .............................................................................................. 15
The Porter’s five focus………………………………………………………………………………………………………………15
Conclusion ……………………………………………………………………………………………………………..15
Recommendation …………………………………………………………………………………….16
REFERENCES .................................................................................................................................... 17
, INTRODUCTION (250 words as maximum)
Good marketing is no accident but a result of careful planning and execution. To compete
and thrive in this world of business, a good marketing strategy is required. But how to know
which one is working for the organization? It is essential for business competitiveness and
sustainability to have appropriate metrics for measuring marketing effectiveness (Ambler&
Roberts, 2020).
Managers use a range of metrics by which they can evaluate marketing strategies and their
dynamics. A metric is a measuring system that quantifies a trend, dynamic or characteristics.
In general, metrics are a set of disposals that help companies quantify, compare and at last
interpret their performance. In other words, evaluation is an essential part of marketing; it
allows the company to eliminate ineffective strategies and develop an overall plan that
helps to build the business (Mosley, 2021). By scheduling regular evaluations of the
company's marketing plan, the company can save wasted money by modifying or
eliminating campaigns that are not reaching the company's target market or garnering the
needed response. As the company plan, it builds mechanisms to monitor the success of each
marketing effort to make evaluation cheaper and more accessible (Zebal & Zebal, 2020).
Without a clear and strong positioning strategy, lots of time and money are spent in vain—
not just marketing dollars, but nearly every other corporate investment, from production
and distribution right down to overhead expenses. Because positioning strategy is the
company’s reason for being. If managers can’t clearly articulate the company’s positioning
and don't have real, meaningful, differentiated value to the marketplace, it is drifting
somewhat aimlessly. The organization’s chances of real success are greatly diminished.
Thus, many organizations are using technology for proper positioning and helping the
managers for appropriate and accurate decision-making. In all business areas making
decisions is a natural and integral part of any company’s management process. Therefore,
this research will explore Environmental Analysis, Customer Analysis, Competitor analysis
and evaluation of marketing mix for Giant.
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