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21 Pages Essays / Projects Year: Pre-2021

For this group project, your group will choose a new product to analyse. The product you choose to analyse must be a product or service that has been offered to the market for less than two years. This report seeks to analyse Google Glass and its environment, in order to prepare for the growth of the industry to come by understanding the key elements. Drawing from various academic journals and references Part 1 of this report will provide a description of the product and situational analysis of the environment in which it is marketed including macro–environmental and micro-environmental factors. Part 2 will describe the current target market and marketing mix before critiquing it through a SWOT analysis. It will then provide our recommendations for changes to the target market and marketing mix. STRUCTURE 1. Introduction 4 2. Macro-Environmental Analysis 4 2.1.Political 2.2.Economic 2.3.Socio-Cultural 2.4.Technological 2.5.Environmental 2.6.Legal 3. Micro-Environmental Analysis 6 3.1.Competitors 3.2.Suppliers 3.3.Distributors 3.4.Industry 3.5.Customers 3.6.Partners 4. Target Market 9 5. Marketing Mix 10 6. SWOT Analysis 12 7. Recommendations 14 8. Conclusion 16 9. References 17


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