choose an individual product or service ITEM (not a line, variant or company) and undertake a critical analysis of the following:
The consumer behaviour of a typical customer (20%)
The marketing mix strategies (40%)
The segmentation, targeting and positioning strategies (30%)
Make a recommendation to improve either the marketing mix strategies or the STP strategies (10%)
The analysis must be based in 2018-2021 and you must support your analysis with evidence from current academic and industry literature.
When choosing the product or service item, students must:
Choose one country in which to base their analysis
Ensure the product or service item is currently for sale in the chosen country and is different from the one selected for the group project
Ensure there is sufficient supporting evidence available in the public domain to undertake the required analysis
