Marketing Portfolio

For this Marketing Portfolio (MP), you are required to collect a portfolio of evidence from the world around you that represents marketing objectives, strategies and tactics. You must seek current information (i.e. 2016 to 2019) and examples from academic and contemporary sources such as newspapers, magazines, websites and social media (e.g. consumer blogs, YouTube). The evidence you submit must relate to the following five topics: [login to view URL] Research and its use in a marketing plan [login to view URL] and how this affects the introduction of a new product or service [login to view URL] analysis and its use in the marketing plan [login to view URL], targeting and positioning in marketing (STP) [login to view URL] product/services launches or brand management: A success and failure You must write a 500-word critique for each of the 5 topics given (total 2,500 words). Your task is to collect a total of 6 different examples relating to specific topics that illustrate and provide evidence of ‘marketing in action.’ Your examples must be current (from 2016 - 2019) and should come from sources such as newspapers, magazines, websites, social media (e.g. consumer blogs), personal experience, etc. You need to find 1 example from each of the following topics/concepts. The brands you focus on to illustrate the concepts you will discuss must be a tangible/ physical product. Please note that the last topic/concept requires 2 examples. 1. Market Research and its use in a marketing plan. This means sourcing an example that demonstrates the use of market/marketing research to determine marketing objectives, strategies or tactics. 2. PESTEL and how this affects the introduction of a new product. This means sourcing an example of a new product first, and then explaining how each factor in PESTEL affects entry into the market. 3. SWOT analysis and its use in the marketing plan. This means sourcing an example that demonstrates how SWOT is used by a company to guide decisions related to the marketing mix or other elements of the marketing plan. 4. Segmentation, targeting and positioning in marketing (STP): Current trends in the industry of your choice. This means first choosing an industry that you are familiar with or interested in. Source an example that describes a current trend in that industry. Explain how STP could be used to take advantage of the trend. 5. New product/services launches or brand management: A success and failure. This means sourcing 1 example of a new product success and 1 example of a new product failure; OR 1 example of successful management of a brand and 1 example of failed management of a brand. Whichever option chosen, you need to consider how internal and external factors may have impacted the success or failure. Requirements: You must write a 500-word critique for each topic. Each critique should include: [login to view URL] topic (from above) should be stated and the relevant headings and pages numbers from the textbook associated with the topic. 2 .An explanation IN YOUR OWN WORDS of the theory/topic that demonstrates sound and thorough understanding of the theory/topic. 3. A brief description of the example, including sources using Harvard referencing. You may use multiple sources for the example, such as personal experience and an article in a business publication. 4. Link between theory and practice. Your task is to evaluate and analyse how the example bridges theory and practice, and how well it relates to the chosen topic (from the list above). Suggest future recommendations, your opinions, limitations, implications or consequences associated with the example - these will vary depending upon the example and topic. Write clearly and succinctly in your evaluation and analysis.