Marketing Principles: Trading and Exchange

Marketing Principles: Trading and Exchange

Aims

The aim of this assignment is to develop your skill in identifying & understanding environmental trends and what their marketing implications are.

Task Description

Prepare and write a professional report on key factors, trends or changes in the macro and microenvironment for a particular industry (refer to your textbook for these terms). Then select a brand or company that participates in that industry and write a series of recommendations about how it should react to those factors, trends, or changes.

The industry you will be examining will be allocated to you by your tutor.

The allocated industry is consumer electronics, and we are focusing on Huawei Smartphones.

Endeavor to identify as many relevant factors using the components of the macro environment (demographic, economic trends and so on) and microenvironment (customers, competitors, intermediaries) and as outlined in your textbook.

Search for news articles, reports or other content pertaining to the industry you have been allocated. Determine which level of environment they fall within (micro or macro) and which component they represent. Explain how the factor, trend or change will affect players in the industry, and whether they are favourable or unfavourable.

Then, select a company that participates in this industry. Find out relevant background information about it so that you are acquainted with how it operates and some understanding of its marketing activity. Discuss how it should respond to the changes in the micro and macro environment you identified.

Note, you can adapt your industry definition to some extent. For example, if you were allocated pet food you might choose to specifically examine cat food. And you can decide to focus on a particular country or region, in fact this could be desirable as it would make your examination of the company and its reaction a more manageable task. Please note, only use publicly available data, do not approach firms in an industry or industry organisations for information.

Guide

This is a guide to the structure for this assignment.

Introduction (100-150 words)

Environment factors identified (500-550 words)

Company information (300-350 words)

How the company should react to the changes (500-550 words)