1 Justify and discuss the selection of two key microenvironment and two key macroenvironment elements that are likely to affect the business referred to in this case. Q. 2 (i) Briefly describe how the market for the product category of the business referred to in this case might have been segmented by this business; (ii) describe the segment(s) of this market targeted by the business; and (iii) explain the positioning of this business in the market for its product/service. Q. 3 Which elements of the extended marking mix (i.e. all 7 elements) have been carefully managed by the business referred to in this case, and suggest one marketing mix element that might be better managed in order to deliver customer value, justifying your answer. Each of the three questions will be assessed on two key criteria: Understanding and integration of theory in an appropriate and relevant way for the case-study presented. At what level do you: Integrate appropriate theory from the subject? Present a fitting answer in relation to the information provided in the case study? Presentation of a clear and edited narrative. At what level do you: Provide an original and clear answer to the question? Undertake research and reference correctly throughout the answer and in your reference list? Edit the style and grammar of your answer? Marks will be deducted for answers that do not apply theoretical concepts appropriately, lack logical and critical reasoning and/or originality, and/or lack clarity of expression. Marks will also be deducted for lack of adherence to the Style and Format guidelines below. Below is the criteria for an excellent answer: Question 1a 20% Excellent Integration of appropriate theory from the subject in a range of ways. Showing comprehensive understanding on the question Excellent Justification and discussion around the two key microenvironment and macroenvironment elements that are likely to affect the business referred to in this case Question 1b 13% An excellent presentation of a clear and edited narrative; shown in an original and clear answer to the question Extensive research undertaken and reference correctly throughout the answer and in your reference list A very high level of editing undertaken Question 2a 20% Excellent Integration of appropriate theory from the subject in a range of ways. Showing comprehensive understanding on the question Excellent Justification and discussion around: – How the market for the product category might have been segmented by this business; – Description of the segment(s) of this market targeted by the business- Positioning of this business in the market for its product/service. Question 2b 13% An excellent presentation of a clear and edited narrative; shown in an original and clear answer to the question Extensive research undertaken and reference correctly throughout the answer and in your reference list A very high level of editing undertaken Question 3a 20% Excellent Integration of appropriate theory from the subject in a range of ways. Showing comprehensive understanding on the question Excellent Justification and discussion around: – The elements of the extended marking mix (i.e. all 7 elements) have been carefully managed. – The marketing mix element that might be better managed in order to deliver customer value. Question 3b 14% An excellent presentation of a clear and edited narrative; shown in an original and clear answer to the question.
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