GLOBAL INDUSTRY ANALYSIS REPORT (busines marketing managment)

Order Description Assignment 1: Individual Coursework (Global Industry Analysis Report) You have been appointed as a Senior Marketing Executive for SABMiller. As part of your role you are required to produce a Global Industry Analysis Report into the alcoholic drinks sector. In particular, you are required to address the following issues: Q1 Undertake a global industry analysis into the alcoholic drinks sector to identify key opportunities and threats within the global market. (50 marks) Q2 Introduce a new beer brand based on the opportunities identified from the analysis undertaken in Q1. (20 marks) Q3 Identify an appropriate segmentation and targeting strategy for a new beer brand. (30 marks) 2500 words Q1 Undertake a global industry analysis into the alcoholic drinks sector to identify key opportunities and threats within the global market. (50 marks) • A comprehensive analysis of all three levels using a recognised industry analysis model(s). • Highlighting key areas within each level with an appropriate level of explanation for the key areas. • Identification of key strengths, weaknesses, opportunities and threats resulting from the industry analysis. • Prioritisation of opportunities and threats based on the industry analysis and overall business objectives. • Supported with referenced and up-to-date evidence throughout. Q2 Introduce a new beer brand based on the opportunities identified from the analysis undertaken in Q1. (20 marks) • Rationale and justification for introducing the new product/service. • Identification of and detailing of the marketing mix elements. • Supported with referenced and up-to-date evidence throughout Q3 Identify an appropriate segmentation and targeting strategy for the new beer brand. (30 marks) • Identification of the relevant segmentation criteria to be used for the segmentation strategy (from the various segmentation categories). • Clear rationale and justification provided for the segmentation strategy. • Identification of the relevant targeting strategy from the various options available. • Clear rationale and justification provided for the targeting strategy. • Supported with referenced and up-to-date evidence throughout