Title: Strategic Marketing Analysis of a Mauritian Business You are required to select a local business operating in Mauritius (small, medium, or large enterprise) and conduct a detailed marketing management analysis based on the following components: Section A: Environmental Analysis (Micro and Macro) – 10 marks • • Micro Environment: Identify and evaluate the internal and immediate external environment of the business. This includes stakeholders such as customers, suppliers, competitors, intermediaries, and the company itself. • • Macro Environment: Analyse external forces using the PESTEL framework (Political, Economic, Social, Technological, Environmental, Legal). • • Use real-life examples and data related to the chosen business. Marks Distribution: • • Micro Environment Analysis – 4 marks • • Macro Environment Analysis (PESTEL) – 6 marks Section B: Market Segmentation, Targeting, and Positioning – 8 marks • • Define and describe the customer segments served by the business (demographic, geographic, psychographic, behavioural). • • Identify the targeting strategy adopted (e.g., undifferentiated, differentiated, concentrated, micromarketing). • • Explain the positioning strategy, using a positioning map if applicable, and include the brand’s unique selling proposition (USP). Marks Distribution: • • Segmentation – 3 marks • • Targeting Strategy – 2 marks • • Positioning Strategy – 3 marks 3 Section C: Marketing Planning Strategies – 8 marks • • Discuss the business’s current marketing mix strategies (Product, Price, Place, Promotion). • • Provide recommendations for improvement or innovation in the market
