Foundations of Marketing and Communications – A2 Infographic Poster – H&M

1. Organization Overview

• Objective: You need to start by providing a brief overview of the organization, including its logo, the industry it operates in, its size, and the products and services it offers. Additionally, you’ll identify one specific market segment that the organization is targeting. This segment should be defined using appropriate segmentation variables, such as demographics, psychographics, behaviour, or geography.

2. Marketing Environment Audit

• Macro Environment:
  • Analyze the broader external factors affecting the organization, like political, economic, social, technological, environmental, and legal (PESTEL) factors.
• Micro Environment:
  • Assess the immediate external factors that influence the organization, such as customers, competitors, suppliers, and intermediaries.
• Internal Environment:
  • Examine the internal factors within the organization, such as resources, capabilities, and corporate culture, that impact its marketing activities.

3. Market Position

• Perceptual Map:
  • Create a perceptual map that visually represents the organization’s market position concerning at least five competitors. This map should illustrate where the company stands in terms of key attributes like price, quality, or brand image.

4. Customer Persona

• Target Segment:
  • Develop a detailed customer persona representing the specific market segment you identified in Task 1. This persona should include information like age, gender, interests, needs, buying behaviour, and other relevant characteristics.

5. Marketing Mix Analysis

• Marketing Mix (4Ps or 7Ps):
  • Outline the organization’s current marketing mix, which includes Product, Price, Place, and Promotion (and possibly People, Process, and Physical Evidence). You’ll need to explain how this mix supports the organization’s market position and appeals to the target audience identified earlier.
• Theoretical Frameworks:
  • Use relevant marketing theories and concepts to justify the effectiveness of the current marketing mix in achieving the organization’s goals.

Visual Presentation

• Infographic Poster:
  • You’ll be creating a single A2-sized infographic poster that presents all this information in a clear, visually appealing way. The poster should be well-organized, with a font size of at least 11pt, and should use visual elements like charts, maps, and icons to make the data easy to understand.
• References:
  • Include a separate page for references in Harvard style, supporting all facts, concepts, and quotations used in the poster.

Purpose of the Project

• Learning Outcomes: This project is designed to test your ability to audit an organization’s marketing environment, analyze its marketing strategies, and present your findings in a concise, visually compelling format. It also helps develop your ability to apply marketing theories to real-world scenarios and create content that communicates complex ideas effectively through visuals.

In summary, the project is about thoroughly examining an organization’s marketing environment, its market position, and its marketing strategies, and then presenting these insights in a visually appealing A2-sized infographic poster.