Order Description
Assignment 1: Individual Coursework (Global Industry Analysis Report)
You have been appointed as a Senior Marketing Executive for SABMiller. As part of your role you are required to produce a Global Industry Analysis Report into the alcoholic drinks sector. In particular, you are required to address the following issues:
Q1 Undertake a global industry analysis into the alcoholic drinks sector to identify key opportunities and threats within the global market. (50 marks)
Q2 Introduce a new beer brand based on the opportunities identified from the analysis undertaken in Q1. (20 marks)
Q3 Identify an appropriate segmentation and targeting strategy for a new beer brand. (30 marks)
2500 words
Q1 Undertake a global industry analysis into the alcoholic drinks sector to identify key opportunities and threats within the global market. (50 marks)
• A comprehensive analysis of all three levels using a recognised industry analysis model(s).
• Highlighting key areas within each level with an appropriate level of explanation for the key areas.
• Identification of key strengths, weaknesses, opportunities and threats resulting from the industry analysis.
• Prioritisation of opportunities and threats based on the industry analysis and overall business objectives.
• Supported with referenced and up-to-date evidence throughout.
Q2 Introduce a new beer brand based on the opportunities identified from the analysis undertaken in Q1. (20 marks)
• Rationale and justification for introducing the new product/service.
• Identification of and detailing of the marketing mix elements.
• Supported with referenced and up-to-date evidence throughout
Q3 Identify an appropriate segmentation and targeting strategy for the new beer brand. (30 marks)
• Identification of the relevant segmentation criteria to be used for the segmentation strategy (from the various segmentation categories).
• Clear rationale and justification provided for the segmentation strategy.
• Identification of the relevant targeting strategy from the various options available.
• Clear rationale and justification provided for the targeting strategy.
• Supported with referenced and up-to-date evidence throughout
