Develop detailed customer profile to understand the needs, preferences, and behaviours of the target market.
Market Analysis: Conduct a thorough analysis of the current market environment, including industry trends, competitive landscape, and consumer behaviour. Identify key strengths, weaknesses, opportunities, and threats (SWOT analysis) for XYZ Company.
Target Audience Identification: Define and describe the target audience for XYZ company’s products/services. Develop detailed customer profile to understand the needs, preferences, and behaviours of the target market.
Strategic Positioning: Propose a strategic positioning for XYZ Company in the market. Determine the unique value proposition and positioning that will differentiate the company from competitors.
Marketing Mix (4Ps): Develop a detailed marketing mix for XYZ Company, addressing the four Ps – Product, Price, Place, and Promotion. Provide rationale for each element of the marketing mix, considering the target audience and competitive landscape.
Integrated Marketing Communications (IMC): Create an integrated marketing communications plan that outlines the various channels and tactics for promoting XYZ Company’s products/services. Include a mix of traditional and digital marketing strategies.
Sustainability and Corporate Social Responsibility (CSR): Discuss how integrating sustainability and CSR initiatives into the marketing strategy can resonate with Irish consumers. Highlight any specific issues or causes that are particularly relevant in the Irish market Reference list This is the list of material used and referenced in the assignment. Only material used for the project should be included in this section. Avoid referencing books, articles and other sources of information that were not used or read for the purpose of the project. (Reference list is not included in the final word count).
