Following on from a successful submission of a group strategic marketing plan, you have now been assigned to generate a report on the viability of a product/service (you may choose the product/service used in the group assessment or a new one of your choice). A viability report focuses on the suitability of the market. You must use at least two named tools/models/concepts such as (and not limited to) competitor analysis, market segmentation and value proposition. You should discuss the principles of marketing management and strategies reflecting on the challenges of the modern world with consideration of the UN SDGs. Finally, you must support your work with concrete and specific examples and strategic marketing management theories/models/concepts with reference to recent and current events (within the last 5 – 10 years).
Instructions
• Template: The strategic viability report should make use of appropriate tools and frameworks and include relevant elements from the following template:
CoverPage (excluded from the word count) should include the Module name and number (BU52008 Marketing Management & Strategy, Student name and ID number, Title of the assignment (Viability Report) and the Final word count.
Table of Contents (excluded from the word count) should include the full list of sections within the report (including any appendices and reference lists), the page number on which each section begins, a List of Illustrations (if applicable), a List of Figures (if applicable), List of Tables (if applicable).
Executive Summary which is a short overview of the finished report.
Introduction and Brief Background, with reference to the chosen product and the marketplace, the target customer/market, the customer needs it satisfies, the value proposition, the unique selling point.
Analysis which critically analyses the competition, segmentation, value creation and any risks taken.
Recommendations based on the previous analysis highlighting the associations to existing real-life examples from the industry you chose.
Conclusion which addresses the question and provides a final view in consideration of the principles of marketing management and strategy.
