Marketing Strategy Assignment: Assignment Brief: The task is divided into two parts (Part 1 & Part 2) and candidates are expected to address both. Your task is to identify a Branded Non-Carbonated and Non- Alcoholic Drink** (Fruit Juices, Flavoured Water, Smoothies, Ice Tea etc.); and then analyse, evaluate and prepare an individual report (3500 words +/- 10%) addressing the following issues… Mode of Assessment: Individual Report Word Count: 3500 words (+/- 10%) Part 1: • Using appropriate sources identify existing marketing strategy and value creation process of your chosen brand. [Weightage – 30%] • Research, analyse and evaluate the key strengths and weaknesses of the brand’s existing marketing strategy [Weightage – 30%] Part 2: • Using appropriate theories (and real-life/academic case studies) suggest alternative strategic approaches for increasing market share, and profitability. [Weightage – 40%] Candidates are encouraged to evaluate, analyse, and recommend marketing strategies for their chosen company within a specific context of their choice (i.e. UK, Germany, Malaysia, Trinidad etc.). For the purpose of this assessment students need to focus on marketing strategies being used mainly at the B2C level. Your arguments, findings and recommendations should be supported by theories, facts and figures published within academic books, journal articles, recognized business magazines and market intelligence reports. ** Your chosen drinks company should be branded, nationally recognised (at least), and it MUST have a website. Choosing a carbonated drink like Coke, Pepsi will result in ‘Fail’ grade. N.B. Please note the maximum word count excludes Appendix and References. Assignment Structure: This is an individual assignment as a single report in two parts. Candidates are encouraged to be creative with their analysis and recommendations by using theories covered in the class. The following structure is for illustration purpose only, candidates are highly encouraged to design their own report structure answering the questions given in PART 1 & 2. • Title page • Executive Summary • Table of contents • Introduction • Methodology • Situational Analysis – current strategies • Segmentation Targeting & Positioning (STP) • Differential advantages/weaknesses (USP) (SWOT) (PESTLE) • Recommended objectives and goals (SMART) • Recommended Marketing Strategies and Programmes • Conclusion • Bibliography (with references) Please remember that this is only a rough guideline and candidates are encouraged to structure their report according to their preference Detailed Explanation of Individual Sections: You’re aiming for a 3500 word report following the given structure… Title: In a short report this may simply be the front cover. In a long one it could also include Terms of Reference, Table of Contents and so on. Executive Summary: Give a clear and very concise account of the main points, main conclusions and main recommendations. Keep it very short, about a page or a few % of the total length. Some people, especially senior managers, may not read anything else so write as if it were a short stand-alone document. It isn’t but for some people it might as well be. Keep it brief and free from jargon so that anyone can understand it and get the main points. WRITE IT LAST, but do not copy and paste from the report itself; that rarely works well. Introduction: This is the first part of the report proper. Use it to paint the background to ‘the problem’ and to show the reader why the report is important to them. Give your terms of reference (if not in the Title Section) and explain how the details that follow are arranged. Write it in plain English. Current Situation: This is where you report the facts as they are now. It will probably have several sections or sub-sections each with its own subtitle. It is unique to your report and will describe what you discovered about ‘the problem’. Take care to answer the exact question which has been set – if you write about retail outlets when the question is about a specific brand you will lose valuable marks and possibly fail. If in any doubt ask your tutor! These sections are most likely to be read by experts so you can use some appropriate jargon but explain it as you introduce it. You are supposed to be demonstrating your understanding of the topic so this is a great opportunity to arrange the information logically, putting things in order of priority — most important first. In fact, follow that advice in every section of your report. You may choose to include a Discussion in which you explain the significance of your findings but remember to use a report style structure throughout your work. Recommendations: This is the heart of your report. What do you suggest should be done? Don’t be shy; you did the work so state your recommendations in order of priority, and in plain English. Again it will probably have several sections or subsections each with its own subtitle Conclusions: Present the logical conclusions of your investigation of ‘the problem’. Bring it all together and maybe offer options for the way forward. Many people will read this section. Write it in plain English. If you have included a discussion then this section may be quite short. Appendices: Put the heavy details here, the information that only specialists are likely to want to see. As a guide, if some detail is essential to your argument then include it in the main body, if it merely supports the argument then it could go in an appendix. Make sure you signpost this information in the main body of your report. Marking Scheme 1st (70+%) An excellent assignment. It demonstrates a high level of understanding of the learning outcomes. The report provides evidence of significant understanding of marketing strategy theory/techniques and its application to the selected organisation. All decisions are logical, coherent, fully justified, explained succinctly and coherently, but also demonstrates a high level of insight and originality. The presentation is of a very high standard demonstrating a professional approach which is generally free of errors. 2:1 (60-69%) A very good assignment. It demonstrates a reasonably high level of understanding of the learning outcomes. The assignment provides evidence of understanding of marketing strategy theory/techniques and its application to the selected organisation. All decisions are logical, justified and explained however are less strong in terms of insight and originality. The presentation is of a high standard and predominantly free from errors. 2.2 (50-59%) A good assignment. It demonstrates a sound understanding of the learning outcomes. The report provides evidence of understanding of marketing strategy theory/techniques and its application to the selected organisation, though this may be somewhat limited. Most decisions are appropriate however are less strong in terms of insight, logic and originality. The presentation is adequate. 3rd (40-49%) A satisfactory assignment. It demonstrates an understanding of the learning outcomes. The report provides evidence of understanding of marketing strategy theory/techniques and its application to the selected organisation, although this is limited. Decisions are appropriate however lack coherence, insight and logic. The presentation is adequate, but lacks cohesion. Grade F (<40%) An unsatisfactory assignment which demonstrates a lack of understanding of the learning outcomes and has not answered the question. It contains some elements of marketing strategy/techniques applied to the context however is not wholly appropriate. The assignment lacks logic, coherence, originality and insight. The presentation is poor with a number of errors. Categories 86 –100% The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the qualification. There is also ample excellent evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of argument, interpretation or discourse. 76-85% The work examined is outstanding and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be outstanding in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse. 70 – 75% The work examined is excellent and is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are satisfied At this level it is expected that the work will be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.
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