– choose from ONE of the two case studies to examine.
– 2500 words
– 8 references (in text citation needed)
– define any concept used
– only secondary data used
– you should identify and select a specific business to business theory / theories as a foundation for your analysis
Introduce your chosen company, addressing the scale of their operations, past performance, the
markets they operate in, and their product range. In your introduction, you must identify
whether your company serves a business-to-business market or both business-to-consumer
market and business-to-business market. You may need to use secondary data to develop a
compelling introduction to your chosen firm. Use graphs, charts, and table if necessary.
• Identify your organisation’s most significant competitors. You have to outline the strengths and
weaknesses of these competitors relative to your chosen company. Note you should analyse
only three competitors for this section of your report.
• Identify and describe the target market for main products in your chosen company’s overall
product range. In this section, you have to identify the major customers for your chosen
company and provide a very short summary of who these customers are and what their main
strengths are. Further, you need to identify the main supplier of raw materials for your chosen
company and identify their main strength. You only have to analyse three products, three
suppliers, and three customers for your chosen company.
• Identify and discuss the different types of secondary data your chosen company could use for
marketing purposes of products you identified. Further, you have to explain what criteria you
use to assess the quality of this information and its appropriateness for use in decision-making.
• Identify two macro environmental trends that are relevant to your chosen company. Discuss
how your chosen company can improve its marketing mix in view of the macro environmental
trends you identified only for the three products you selected.
• For the three main products you identified in your chosen company, critically analyse their
marketing mix (i.e. price, promotion, and place) using relevant theory.
– do not need executive summary.
