choose an organisation whose marketing you will study. It can be almost any kind of entity: your own company, a local private firm, a Non-Governmental Organisation (NGO), a Not for Profit Organisation (NPO), an educational institution or even a major corporation. It would however help if you it know well.
The chosen organisation needs to respect the following criteria:
•to be an existing organisation whose correct name is used;
•to have competition thereby excluding monopolistic entities;
•not to be Apple, Coca-Cola or Safaricom (these have been chosen too often).
If you chose an NPO or NGO, you must be aware that the marketing effort of the organisation is directed at those who fund the organisation, usually called the donors. What the NPO or NGO does and who it may benefit are in fact part of the product.
With the chosen organisation in mind, now analyse the application of the following marketing concepts to it:
•Marketing Mix: - The 4Ps
•Differentiation
•Competitive Advantage
•Commoditisation and how to cope with it
•Segmentation
Sample Solution