You are employed as an analyst by a leading marketing consultancy firm. Part of your remit is to review as much sources of information as you can and write a report on a marketing subject or topic with reference to specified market segments or sectors. You have consulted with your manager and decided that on this occasion, you will write a 2500-word report on the topic of How the marketing mix is developed and adapted so as to correspond to an understanding of consumer behaviour in the food and drink industry. In other words, your mandate is to analyse and evaluate how the marketing mix is developed and adapted so as to correspond to an understanding of consumer behaviour, focusing on the food and drink sector.
Amongst the sources of information that you consult, academic journal articles should dominate. However, you should also consult other credible sources such as text books, industry reports, trade publications, official publications and government statistics.
Your report could have the following main sections:
a) Introduction
b) Main body use appropriate sub-headings to structure the main body of your report.
c) Conclusion and recommendations
You could add appendices if necessary. Appendices are not included in the wordcount. Use BU Harvard Referencing system (Author-Date Method) when citing and referencing the various sources of information that you have consulted.
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