THE REFRENCING NEEDS TO BE APA 6TH
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)
(on this question i will need to create a new beer brand please can the writwer e-mail me about options)
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
