Preliminary Table of Factors’ Influence Assessment

STRUCTURE OF THE INDIVIDUAL ASSIGNMENT

The aim of the project is to conduct marketing research for a particular company, which operates in Ukraine or abroad. While executing the project, student improves the studied techniques in practice, develops the recommendations regarding marketing research results, define the opportunities of application the marketing research results to support specific management decisions.

Students will acquire skills of evaluation the attractiveness of markets, selection and analysis of secondary marketing information to select the most effective methods of primary marketing information proceeding and gathering, organization of research and development of recommendations. The aim of the individual assignment is to develop recommendations regarding the entrance into the market with the selected product or development recommendations to improve existent business strategy.

Plan of assignment:

1. Description of business activity, goods. Definition of management problems

2. Analysis of macro marketing environment of enterprise.

3. Analysis micro marketing environment of enterprise.

4. SWOT-analysis

5. Develop the alternatives for solution of management problems or for usage of opportunities.

6. Formulation of research objectives, description of the methods of collecting information, schedule and budget survey.

7. Search questions, questionnaire.

8. The results of the survey.

9. Recommendations on the market strategy and marketing mix.

i. STP - Market segmentation and positioning of products.

ii. Competitive strategy

iii. Marketing mix:

1. Product strategy.

2. Pricing strategy.

3. Distribution and Promotion strategies.

In parts 2 and 3 of the assignment student conducts a comprehensive assessment of the impact of political, legal, economic, social, demographic, technical, cultural, environmental factors of macromarketing environment. At first student fulfills a preliminary assessment of the impact of macro factors at the company’s activity, the results are to be presented into the appropriate table (Table 1). Then detailed analysis of each selected factor should be conducted should be conducted as follows:

- The disclosure of the reasons for the selection of a factor with support of numbers, facts, etc.;

- Explanation of classification factors as problems or opportunities;

- Development of the hypotheses for problem solution or utilization of opportunity, caused by considered factors.

Table 1

Preliminary Table of Factors’ Influence Assessment

Factor	Factor influence, description	Threat (-) / Opportunity(+)
1. Introduction of excise duty on alcohol

After the detailed argumented analysis of each factor develop the final table for this group of factors according to the form in Table 2:

Table 2.

Дата добавления: 2015-11-14