这个作业是选择一种产品并完成其市场营销报告
2.103 Marketing Principles

评估简报
您需要选择一种NZ产品(最好是购买的产品,
消费/使用),并且可以由个人消费者和
在新西兰的业务。您的导师必须先批准您的选择,然后再进行
开始考虑并收集有关首选产品或服务的辅助数据。
首先,您需要考虑产品所占据的市场。对于
例如,茶袋既可以是消费者又可以是商业产品,并且可以居住
在可能被称为“饮料或热饮”的市场中。
为什么需要考虑您的产品选择所占据的市场?
主要是因为您将需要找到将对您有所帮助的信息和数据
您回答此评估1和评估2的问题
现在说明评估任务
任务1:组织的简介/概述(10分)
概述必须涵盖以下方面:
•产品或服务的名称以及简短说明。
•销售所选产品或服务的组织的位置。
•人员配备:所有权,评估组织规模的人员数量。
•此产品或服务每年产生的收入和/或销售额
•组织用于以下方面的当前营销策略/理念
该产品或服务
•客户资料:目标客户(潜在和现有)
任务2:目标(10分)
(LO 1)
确定并简要概述此产品/服务的营销目标,例如
市场扩展,确定新市场,为产品增值等
解释该目标背后的理由(该目标的意义)以及如何
这是一个明智的目标。
Task 3: Environmental Analysis (30 Marks)
(LO 2)
a) Explain what a SWOT analysis is and conduct a SWOT analysis for your
chosen product/service.
SWOT Analysis (MICRO) (10 marks)
Strengths
Weaknesses
Opportunities
Threats
Up to 10 Marks for credible/plausible SWOT analysis relevant to your chosen
product/service

b) Explain what is PESTILE analysis and conduct a PESTILE analysis for your
chosen product/service.
PESTILE Analysis (MACRO) (10 marks)
Political
Economic
Social
Technological
International
Legal
Environmental
Up to 10 Marks for credible/plausible PESTILE analysis relevant to your chosen
product/service
c) Explain Porters five forces and its impact on your chosen product or service
(10 marks)
Up to 10 Marks for credible/plausible explanation and its impact on your chosen
product/service
Potential New
Entrants
Competitive rivalry
(direct competitors)
Bargaining power of
buyers
Bargaining power of
suppliers
Substitutes
Task 4: Marketing Research (10 marks)
(LO 3)
Explain what is market research and the type of market research information that
would be required to create a marketing plan/strategy to achieve the objective set
in task 1. Include information about primary and secondary information sources
and how will each of these be evaluated
Referencing (10 marks)
Provide at least 5 academic references and a bibliography
Structure and format (10)
Provide appropriate headings/sub-headings as per marking guide and use
appropriate language avoiding grammatical errors
Total Marks: 80


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