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Marketing Management MRKT 3631,

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Marketing Management MRKT 3631,

Fall Semester 2020

Opportunity Analysis Report

Assessment Task & Marking Criteria

 

Due Date:                Week 10 in-class

Weighting:               10%

Type:                        Opportunity Analysis Mini Report (Individual Report)

Length:                    Maximum 3 pages, 1.5 line spacing not including references

Submission:             Week 10 Hard copy (hard copy hand-in in-class)

 

Task: This semester you are required to write short mini report for an opportunity to introduce a new or improved product offering in the beverage category in the Oman market. Your discussion in the opportunity analysis mini report must show how your new / improved offering fills a marketing gap in the Oman market.

 

You may use the following headings and sub-headings to help guide you through the secondary research and write-up process for your opportunity analysis.

 

Introduction

Brief description of how your new / improved product offering. Your new offering must present some relevant aspect of innovation for the new product

Market Analysis

  • Assessing the micro & macro environment for potential opportunities
  • Customer analysis / segments /target markets
  • Competitor analysis
  • Objectives of business /company/positioning strategy/marketing strategy

Discussing the marketing gap for your product offering/
(what is the differential value for your product offering in the market?)

  • Brief marketing mix outline** – product, price, place, promotional activities

The marking criteria for the opportunity analysis is found on the next page

 

** very briefly how would you price your new product offering, what are the new features/attributes of your product offering that makes it attractive for your target segment(s) in the Oman market to purchase your product offering, what are the potential channels of distribution and what method of promotions to inform and persuade your target segments

 

Marketing Management 3631,

Fall Semester 2020

Opportunity Analysis Report Marking Criteria

 

Opportunity Analysis (10 marks) Grade A B C D Remarks
Clear description of new or improved marketing offering            

 

 

 

 

 

 

 
Market analysis to support new opportunity            
Overall discussion demonstrates new / improved offering fills a marketing gap in the market.            
Evidence of a good range of secondary research to support the introduction of the new or improved product offering            
Application of relevant marketing concepts to support the new or improved product offering            
Written presentation            
Report written in own words            
Discussion demonstrates a logical progression of  and coherent flow of ideas            
Grammar and spelling            
Professional presentation and formatting of written report            
APA Referencing

In-text citations

Correct reference list

            

# marking criteria are not equally weighted.

 
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