Describe the company, product or service. That is, give a short introduction. Provide some background

Company: Western Union (retail product: Money Transfer and what service they provide)

Assignment 2

Value: 25% of your final mark

Style: Business report

Length: 3,000 words (maximum)

Due Date: Wk. 9

Marking criteria:Attached

Details

This is a ‘higher level’ assignment compared to Assignment One. In Assignment One, we asked you to define and explain (mostly) a range of core marketing terms. Now we ask you to, in addition, include some discussion, analysis, and creative thinking! In essence, you can now also provide more of your own ideas, viewpoints and thoughts about the topic. By and large, use the business report format for your report.

This a real life case study and this will be discussed by your lecturer. You will pick a real company to be the focus of your case study. The company could be the company as a whole, but it could instead be a product, or a service or, indeed, a range of products or services.

The report need to cover the following issues, although there may be some variation: discuss with your lecturer.

1. Describe the company, product or service. That is, give a short introduction. Provide some background.
2. Evaluate the product or service (or company).That is, discuss the product (or service or company) from a marketing perspective. To do this you may use the marketing mix to identify how the product, service or company satisfies its market. This discussion is not what the company writes about itself—it is the view of your group.
3. Describe two target markets for the company, product or service. These markets may be identified by the company or you.
4. Evaluate these two markets. This means discuss and be critical of these markets. Are they too wide, or narrow? Are they, in your opinion, markets which seem to be appropriate (or viable) for the company (or its product or service)?
5. What would be four new plans, ideas, products or services which your group feels would add value to the company? This part of your presentation, and report, can be creative. But justify your ideas. By this we mean: where did your ideas come from—provide some background to your thinking and some theories to back them up.

Remember to answer these questions in a report format. Your lecturer will give you some tips here.