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Marketing Management (Essay Sample)


MSc International Business Management
QB5003 Marketing Management
Note from Student to the writer : This Individual Assessment ( paper) is based on group project that ( I have include the group project task for you at the end of the word document just so you know what was required from us and I also will attached the group PowerPoint ( the powerpoint has voice record of the group while they are explain the points ) so you will have look on the product that we have chosen, BUT of course the Individual assessment should include my my reflection and answers to write this paper should related to what we have mentioned in the presentation ( but I can include the theories that had not mentioned in the group presentation such as Maslow's hierarchy of needs, Typology of value sought, Porter's 5-forces…etc with the help of the info from the slides and other references). The product is based in Qatar. So you should focus if you will write about any theory and apply this theory on my product it should be based in the QATAR MARKET of packaged food sector.
Individual Assessment (2500 word Report)
Answer ALL Parts: 1, 2 3 and 4.
TASK: With reference to relevant theory and evidence, critically discuss and reflect upon the following questions.
1. Briefly outline your proposed concepts and the key aspects of your marketing plan.
You should briefly summarise the idea that was the focus of your group presentation, in a very concise way, to set the scene for the rest of your individual assignment.
Suggested word count for this section: 250 words
2. Critically reflect upon and discuss the source of your ideas, and the extent to which these are underpinned by key factors, issues and trends in the external marketing environment.
Some questions you might wish to consider here include:
a. What key factors and trends in the external marketing environment can you identify that underpin and justify the validity of your proposed idea? On reflection, are there any factors and trends in the external marketing environment that may be a risk or barrier to the success of your proposed idea? You should cite documentary evidence, information or data in support of your discussion.
b. To what extent were your ideas developed on the basis of personal beliefs or intuition about what would be a good idea rather than a systematic analysis of the external marketing environment?
c. What are the risks and benefits of developing marketing ideas and initiatives on the basis of external environmental analysis versus personal beliefs and intuition? You should support your arguments with theory and evidence from the marketing literature.
Suggested concepts and theories that you might apply to structure and underpin your analysis and discussion might include, for example: PESTLE, Porter's 5-forces, typologies of competitor types, self-referencing, etc.
Suggested word count for this section: 750 words
3. Critically reflect upon and discuss your analysis and understanding of consumer characteristics, needs, wants and behaviours amongst your chosen target segment.
Some questions you might wish to consider here include:
a. How did you analyse consumer needs and behaviour in your chosen target segment (s)?
b. What are the key assumptions you have made about consumer characteristics, needs and behaviour in your chosen target segment (s)?
c. Why have you made these assumptions? What evidence can you produce in support of these assumptions?
d. On reflection, are there any additional or different consumer characteristics , needs and behaviours that you now think are important? How might you change your marketing plan to respond to these better?
Examples of theory you might apply here are: Typology of segmentation variables (profile, psychographic, behavioural), Maslow's hierarchy of needs, Typology of value sought, etc.
Suggested word length for this section: 750 words
4. Critically reflect on your intended brand identity/positioning and the extent to which this is supported by each element of your marketing mix plans.
Some questions you might wish to consider here include:
a. What are the key components of your intended brand identity or positioning?
b. In what ways does each component of your marketing mix support/communicate your intended brand identity or positioning?
c. On reflection, are there are any risks or dangers that some aspects of your proposed marketing mix plans might fail to clearly communicate your intended brand identity/position, or even send different or confusing signals that could threaten to undermine your brand image? If so, how could you alter your plan to address this?
Examples of concepts and theories you might apply to underpin and structure your analysis here: Anatomy of the Brand, Brand Identity Prism, Brand Personality, 7Ps, Servicescape, etc.
Suggested word length for this section: 750 words


Name of Student
Name of Professor
Marketing Management
Section 1
The physical, cultural, socioeconomic and political factors of consumer food environments influence the availability, accessibility and adequacy of foods within a given community. The socioeconomic food environment in Qatar is characterised by wide-spread obesity due to the availability of cheap, unhealthy foods which are easily accessible. Our product, Ghada, is a healthy food choice which aims to address some of the nutritional challenges experienced by the public. There are approximately two million wage-earning workers and over 230,137 students in the country (Labor force sample survey 2018 statistical analysis, 2019). Our marketing strategy targeted mainly workers and students, given the number of potential buyers in the market segment. Marketing extends beyond products, services and the maximization of profits; it also includes adding value and meeting or exceeding individualised consumer needs within a competitive market. We believe that our product will meet customers’ needs because it is affordable and easily accessible to all levels of society. This product is priced at only QR 30 to QR 35, which is affordable to all the society levels, including students.
Section 2
External Marketing Environment
We used PESTLE analyses concepts to ascertain the business environment conditions which would justify the product’s validity in the market. A PESTLE analysis can be used to evaluate the probability of a product’s survival and success in the marketplace (Frue, 2018). The country’s food supply is affected by geopolitical instability in the Gulf. International rules have also blocked food importation on the grounds of sanitation, halal food schemes and food safety (Ben Hassen, El-Bilali and Al-Maadeed, 2020). Furthermore, Qatar has implemented stringent regulatory food policies due to the growing concerns of heavy metals and antibiotic-resistant substances in food and animal products, respectively (Ben Hassen, El-Bilali and Al-Maadeed, 2020). In response to the challenges experienced in the food industry, the nation is promoting initiatives to increase the supply of healthy foods. The country’s economic conditions will facilitate the majority of the public to afford purchasing quality foods. The average monthly wage income for wage-earning workers is QR 11,000 (Labor force survey, 2018). The country’s GDP is likely to increase at an annual rate of 3.5%, while the income per person will increase by 2.8% from 2018-2023 (Ben Hassen, El-Bilali and Al-Maadeed, 2020). The environment is typified by land and water scarcity, which constrain agricultural activities; this consequently exacerbate the country’s dependence on imported foods (Ben Hassen, El-Bilali and Al-Maadeed, 2020). The popularity of social media will also allow the business to connect and interact with its customer base.
From our analysis, we believe that Ghada would resolve some of the issues affecting the food market. Unlike imported rice, our product would be 100% natural and free from health hazards. Ghada also satisfies at least one of the five consumption values which influence consumer choice behaviour. Our product has social value in Qatar’s public eye, government and media. According to the social value conception, a customer’s choice to buy a product is based on the positive or negative stereotypes associated with the product (Sheth, Newman and Gross, 1991). Healthy foods have gained wide-spread acceptance and public popularity due to the attention directed by the media and government towards health issues. Social value is the most important aspect for healthy-living among individuals since peer perceptions and acceptance of green products significantly influence their decisions (Levitt, 2006; Suki and Suki, 2015). These socioeconomic and political factors were the main driving forces that inspired our creation and marketing plan.
Risk or Barriers of the Proposed Idea
The price range of our direct competitors, for instance, Green and Go for the same food product is lower than that of Ghada. The rice salad at the company goes for QR 25 (Green and go, 2020) while our rice salad takeout package retails at 30 QR. Pricing was one of our primary competitive strategies and selling points. However, we might need to restructure our marketing plan and find new selling points to have a competitive edge over our competitors.
The Role of Personal Beliefs and Intuition in the Marketing Plan
Human intuition has remained relevant in marketing despite the development of cutting-edge technologies which currently drives marketing operations. A survey by Google involving 3200 global business leaders showed that 38% of managers use intuition in decision-making, 35% combine data analytics and intuition to make decisions, and 27% make decisions solely based on data (Alton, 2018). Although data from market research influenced our plan, intuition was also crucial. From our perspective, lunch hours come in-between working hours and therefore, individuals might need quick-fix lunch packages to save time. Secondly, we believe that positioning the product near consumers’ workstations would make it convenient for them to get quality lunch hence increasing our sales prospects. Intuition helped us to tap into our human experiences to predict our customer’s behaviours.
External Environmental Analysis Versus Beliefs and Intuition
A macro-environment analysis is beneficial because it can provide an in-depth understanding of the business and the market-related threats and opportunities. However, external business surroundings are always changing, and data obtained from market surveys may need constant reviewing and updates. Companies need to invest heavily in extensive research to ensure their decisions are based on accurate data (potential limitations of the pest analysis, 2016). Another risk is that PESTLE analyses expose an organization’s strategies to discrepancies and uncertainties since their data are based on predictions. It is impossible to collect all the needed data from each PESTLE component and this however, can lead to missed threats and opportunities.
Intuition, on the other hand, enables managers to make complex decisions in unfamiliar situations in ever-changing environments. It can help guide decision-making in cases where there is limited data by filtering out the right information through reflex. The quantity of data is not necessarily a determining factor in instinctual decision-making. They can be timely, cost-effective, and can help businesses connect with humans on a personal level. Companies can also have the advantage of implementing alternative action plans in a timely manner.
Section 3
Consumer Needs and Behavior Analysis
The theoretical underpinning that guided our consumers’ needs analysis was based on market segmentation principles. The conceptualization mentioned above is based on the theory that different individuals within a company’s consumer base have dissimilar needs, priorities, and wants. We categorized our customer base, as per their typology namely their profile, psychographic, and behavioral characteristics. The psychographic variables included personality, lifestyle, social class, age, and gender. The aim of categorizing our consumers into these segments was to determine how best we could design our products to serve their needs adequately. Based on these variables, we were able to ascertain the preferences and demographics of our potential customers. We used the information to establish our marketing message, communication or promotional channels and the offers which would best suit their tastes.
The first step was to define the segmentation scope by mapping out the geographical area our product would cover. We then used the priori method to determine the variables in each segment. We selected the variables we thought would best describe our market segments through a pre-determined criterion. The segmentation variables had to meet pre-determined requirements such as accessible, actionable, measurable, substantial, and differentiable. The questions that guided the segmentation procedure included, but not limited to, how the customers are going to access our products; why they should choose our product; how much they are willing to pay; and what kind of people would need the product. The values to these parameters helped the planning team to define the customers and their needs, the marketing message, and the aspects of the strategy which needed prioritization.
Key Assumptions
Assumptions made on Consumers in Market Segments
* The market segments are all different and, therefore, the market plan should address the individual needs of each component.
* The potential customers in each section will respond to the tailored plan in a similar way.
* The consumer base in each market segment is large enough to be financially viable.
* Each of the clients in the market segments can be reached through some form of communication.
Assumptions Made on Consumer’s Needs
* Consumers in each market segment have busy schedules that will increase the need for packaged lunch.
* Clients will prefer ready-to-eat meals over meal preparation.
Supporting Evidence for Assumptions
Market segmentation recognizes that people in different classes, regions, and cultures have contrasting needs and preferences. Marketing strategies are to be tailored to meet the dema...

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