Marketing
[pic]
Submitted By:
Mohamed Aazam Gaffar
Submitted To:
Mrs. Inoka Gunarathne
Module Title:
Marketing Principles
Assignment Title:
Individual Assignment
Date Due:
05th of April 2012
International College of Business & Technology
Table of Content
Table of Content 2
1.0 Exucutive Summary 4
2.0Swot Analysis 5 2.1Strengths 5 2.2Weaknesses 5 2.3Oppurtinities 6 2.4Threats 6
3.0Pest Analysis 7 3.1 Political 7 3.2 Economical 7 3.3 Social 8 3.4 Technological 8
4.0 Market research 9
5.0Market Segmentation 13 5.1Target Market (specific description of the market) 13 5.1.1Geographic Segmentation 13 5.1.2Demographic Segmentation 14 5.1.3Behavioural Segmentation 14 5.2Description of market(s) in which products are to be sold 14 5.2.1Geographical regions 14 5.3Consumer buying habits within the chosen Segments 15 5.3.1Product use patterns 15 5.3.2Product preference features 16 5.3.3Shopping habits 16
6.0Marketing Mix 17 6.1 The Product 17 6.1.1Product’s Relative Advantage 18 6.1.2Compatibility of the Product 19 6.1.3Complexity of the Product 19 6.1.4Trialability of the Product 20 6.1.5Observability of the Product 20 6.16Product Labelling 21 6.17oduct Packaging 21 6.1.8Product Support services component 21 6.1.9Product Life Cycle 22 6.2 Pricing 23 6.2.1The Purpose of Pricing 23 6.2.2Customary mark-ups 24 6.2.3Types of discounts available 24 6.3Promotions 25 6.3.1Advertising 25 6.3.2Media Mix 25 6.3.3Estimated Budget for Promotions and Advertising for an Year 27 6.3.4Sales Promotion 28 6.4 Distribution from Origin to Destination 30 6.4.1Port selection 30 6.4.2Mode selection 30 6.4.3Packaging 31 6.4.4Documentation required 32 6.4.5Insurance claims 34 6.4.6Freight Forwarder 35 6.4.7Channels of distribution 36
Submitted By:
Mohamed Aazam Gaffar
Submitted To:
Mrs. Inoka Gunarathne
Module Title:
Marketing Principles
Assignment Title:
Individual Assignment
Date Due:
05th of April 2012
International College of Business & Technology
Table of Content
Table of Content 2
1.0 Exucutive Summary 4
2.0Swot Analysis 5 2.1Strengths 5 2.2Weaknesses 5 2.3Oppurtinities 6 2.4Threats 6
3.0Pest Analysis 7 3.1 Political 7 3.2 Economical 7 3.3 Social 8 3.4 Technological 8
4.0 Market research 9
5.0Market Segmentation 13 5.1Target Market (specific description of the market) 13 5.1.1Geographic Segmentation 13 5.1.2Demographic Segmentation 14 5.1.3Behavioural Segmentation 14 5.2Description of market(s) in which products are to be sold 14 5.2.1Geographical regions 14 5.3Consumer buying habits within the chosen Segments 15 5.3.1Product use patterns 15 5.3.2Product preference features 16 5.3.3Shopping habits 16
6.0Marketing Mix 17 6.1 The Product 17 6.1.1Product’s Relative Advantage 18 6.1.2Compatibility of the Product 19 6.1.3Complexity of the Product 19 6.1.4Trialability of the Product 20 6.1.5Observability of the Product 20 6.16Product Labelling 21 6.17oduct Packaging 21 6.1.8Product Support services component 21 6.1.9Product Life Cycle 22 6.2 Pricing 23 6.2.1The Purpose of Pricing 23 6.2.2Customary mark-ups 24 6.2.3Types of discounts available 24 6.3Promotions 25 6.3.1Advertising 25 6.3.2Media Mix 25 6.3.3Estimated Budget for Promotions and Advertising for an Year 27 6.3.4Sales Promotion 28 6.4 Distribution from Origin to Destination 30 6.4.1Port selection 30 6.4.2Mode selection 30 6.4.3Packaging 31 6.4.4Documentation required 32 6.4.5Insurance claims 34 6.4.6Freight Forwarder 35 6.4.7Channels of distribution 36