Projectwork

Course:MKT301
BRACBusinessSchool,Bangladesh
CourseInstructor:Md.TamzidulIslam(Tamzidul@bracu.ac.bd)

As part of this course, Marketing Management (MKT301), you are required to work in broad area of
Marketingasagroup.Astodaysbusinessworld,speciallytheMarketingenvironmentischangingalot,
sobeingfuturebusinessleadersyouneedtograsptheideaofmanagingamarketingenvironment.This
course will expose to you with lot of marketing challenges in front of you throughout the whole
curriculumandyouareexpectedtoapplythoseconceptsinthispieceofwork.Soyouareexpectedto
graduallybuildonyourideasforagiventimeandcomeupwithafruitfulworkendoftheday.
Project:CriticalevaluationofmarketingstrategyofXYZBrand.
Scope of work: You area will be concentrated to critically evaluate the Marketing strategy which is
assignedtoyouconsideringfollowingareas:
Marketscenarioanalysis:
o MacroandMicrovariablesaffectingmarketingstrategy
o SWOTanalysis
o Marketcompetitionanalysis
o Analyzeconsumerbehaviorsuchasfactorsaffectingconsumptionprocess
Segmentation,TargetingandPositioningstrategy:
o Typeofsegment
o Basisofsegment
o Targetingstrategy
o Uniquepositioningstrategy
Productstrategy:
o Typeofproduct
o ProductDifferentiation
o ServiceDifferentiation/Uniqueness
o Valueofpackaging
PricingStrategy:
o Pricingobjectives
o Promotionalpricing
o Pricedifferentiationstrategy
o Productmixpricingstrategy
Channelstrategy:
o Channellevels
o Typeofdistribution
o Intensityofdistributionnetwork
Communicationstrategy:
o Rationalbehindparticularmodeofcommunication
o Examples
o Factorsaffectingtodetermineaparticularmodeofcommunication.

Evaluation:
Writtenpart:7
Content:3
Criticality:3
Presentation:1
OralPresentation:8
Content:3
Criticality:3
Presentation:2

SubmissionoftheReport:July24,2014