Development of a Marketing Report for a selected SME
Missguided is a UK-based multi-channel retailer selling clothes aimed at 16–35 year old women. Missguided’s headquarters were in Salford, Greater Manchester until 2015 when they moved to Trafford Park.
Missguided have also launched a menswear brand called Mennace, delivering through their website
Report
Assignment Weight 50% of Module
Assignment Title
Development of a Marketing Report for a selected SME
Instructions / Requirements
Select an SME from the list provided and develop a marketing report for the SME that could be used to inform a future marketing plan. Use secondary research only when developing the report.
The report must provide a situational analysis of the market the SME is operating in, providing an assessment of both the External environment and the Internal environment.
Your analysis needs to be clear so it can be used to develop insights which can inform future marketing decisions. Use theoretical models to support your answer. You must provide evidence of independent research, analysis and evaluation.
The report must include the following:
An introduction that explains the purpose of the report and how it will be structured, and provides an overview of the SME and the market they operate in. (5 marks)
A situation analysis of the Internal environment of the SME. (10 marks)
A situation analysis of the External environment of the SME including: an analysis of the customers, the industry, the competitors and the distributors/suppliers. (40 marks)
A SWOT analysis based on the findings of the situation analysis. (20 marks)
A conclusion providing clear insights developed from the SWOT. (10 marks)
Data used in developing the report must be from academic or reputable sources found using the LRC e.g. Mintel, , Euromonitor. Do NOT use websites that have no academic value e.g. , .
Word count – 1,500 words
Learning Outcomes
Explain the process of marketing planning from data collection to implementation and apply the relevant marketing planning theories and models used within this process
Identify the types of data and data sources used to understand customer behaviour and develop the customer insights that inform marketing plans.
Determine how businesses understand their customers and potential customers using a range of data sources.
Critically examine, analyse and interpret a wide range of data sources including secondary research and other sources of data.
