N1N55 Business Management and Marketing Theories

N1N55 Business Management and Marketing Theories

Task:

1. Holistic marketing Based on the authoritative and credible secondary sources you can research, critically evaluate whether the Bayer Group can be described as being a ‘holistic marketing organisation’ according to Kotler and Keller’s schematic overview of the four broad components characterising holistic marketing (Kotler and Keller, Fig. 1.3., 2015).
2. Factors in the global environment Outline what you consider to be the three most significant factors facing the Bayer Group in the global business environment in the next five years. You must fully justify the reasons for your shortlist.
3. Strategic marketing at product level Choose one Bayer product from the current portfolio (https://www.bayer.com/en/products/products-from-A-to-Z). Recommend how the Bayer Group’s product marketing team could use strategic marketing theories, models, and concepts (such as segmentation, targeting, positioning, push vs. pull marketing, marketing mix) to best promote its product in the national market in which you live in 2021/22. You can assume that your chosen product would be approved in your national market.
4. Your recommendations at organisational level Based on your analysis in task 2, provide recommendations for the Bayer Group. Consider how it can leverage opportunities in the changing global business environment by capitalising on its own capabilities and on strengths and opportunities within its supply chain, and how it can communicate its value proposition more effectively across global markets.
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