In your first assessment, start by providing adequate context for the selected organisation (brand) and identified product (good or service). Then, based on various theories of marketing management as discussed in Module 1-3 of the learning materials:
1. Analyse the current market situation, considering relevant external and internal environmental factors using appropriate frameworks and summarising them in a SWOT analysis to identify trends and issues impacting the organisation and, more specifically, the selected product (good or service) and relevant stakeholders, collaborators, and/or competitors;
2. Analyse how to segment the market for the selected product (good or service), justifying your approach based on relevant criteria for effectiveness; and,
3. Provide justified recommendations for the selection of a target market segment that will be the focus of your capstone assessment.
4. This assessment is required to be presented as a formal report. It is not an essay or personal reflection.