You are required to critically examine the marketing strategy of a commercial organisation of your choosing. The purpose of the assignment is to look at marketing strategy from a strategic perspective and to examine in depth one aspect of the organisations marketing strategy. You should focus on only 1 of the following strategies:
1. STP (Segmentation, Targeting and Positioning)
2. Branding Strategy
3. Relationship Marketing Strategy
4. Market Penetration Strategy
5. Market Extension Strategy
6. New Product Development Strategy
Your discussion should include:
– Marketing objectives related to the chosen strategy. This should be placed before the main discussion on Strategy.
– The relationship between the firms’ competitive advantage and the chosen strategy. You will need to clearly identify what you consider to be the organisations competitive advantage(s).
– Application of relevant models and theories to support your discussion. You are advised to include key academics in the relevant fields.
– Clear conclusions with justified recommendations for improvements (from a critical perspective)
You can choose any commercial organisation. It is recommended to choose a medium to large size firm, where secondary information is readily available.
There are a large number of case studies on organisations such as Apple, Burberry, Starbucks etc, and some will be used in the seminars. If you choose a firm that we study in Seminar, the quality & originality of your analysis needs to be much more advanced and not merely a repeat of the seminar.
You are required to be analytical and critical and not merely descriptive. So ‘critically examine’ is a key term.
Use a proper report format, so a title and contents page should be included, with section headings and page numbers. There should be an introduction, main body and conclusion.
The assignment should be in a report format and 1,500 words in length (MAX). You should not exceed this amount.
Details of how marks will be awarded are in the tables below:
The word count excludes the title page, table of contents, list of references and appendix. You do NOT need an executive summary.