דווב BERLIN SCHOOL OF BUSINESS & INNOVATION University for the Creative Arts 1) Show a critical review of the Business Case you have chosen based on the following Marketing concepts and specifically analyze how the company can employ any of the concepts to achieve a competitive Advantage I. Production concept II. Product concept III. Seeling concept IV. Marketing concept V. Societal marketing concept 2) Elaborate on the existing Marketing Process and of the company. Make use of references in mainstream Marketing Management concepts and those in the Hospitality Industry such as (Kotler, P., Bowen, J. T., Makens, J., & BALOGLU, S. (2014). Marketing for hospitality and tourism) a develop a well-structured strategic formulation of the company based on the following: I. Marketing Mix-the 4 ps II. Marketing Strategy III. Marketing Program 3) Choose a product the company is known for. i. Design a Market Segmentation the company can employ gain popularity in any country for example: Germany. You are expected to choose one or more Marketing Segmentation approaches and use assumed data sets. ii. Design or plot the Business Cycle of the Company and show how the company can create a competitive advantage in the national or international mark 4) Elaborate on the Positioning of the company and analyze the company based on the tests of the concept of Positioning outlined in (Jobber, D. (2004) Principles and Practice of Marketing, 4th ed., McGraw-Hill International, London or any other references of your choice) Notes: - It is understood that the amount of information available in some of these areas may be limited and reasonable assumptions can be made. - This is an individual assignment. It is not possible to work in groups. You will upload the assignment individually. Determine the market segmentation using strategies and assume numerical data 3

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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This assignment gives you the opportunity to evaluate and critically analyse aspects of marketing management. You are required to write a formal business report that covers the assessments tasks set out below. The performance and grading are according to BSBI's& CA's grading criteria. Assignment Tasks: You are required to produce an academic report, in line with the learning outcomes of this module. These are outlined above. It is therefore essential that you support your findings and proposals with research from the body of strategic marketing management literature. As this is a level seven assignment, you are expected to show evidence of extensive reading, beyond the basic module materials. Choose a company from the Hospitality or Tourism Industry and critically Analyze and Report on the case based on the questions in the next page: