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Module name Marketing Planning and Strategy
=Word or time length guide 4,500 words (+/- 100 words)
(excluding appendices)
Submission deadline [date + time] 5 December 2010
11.00 am deadline.
Assessment brief:
Background:
First, you may choose to focus your assessment on one of the following organisations:
From the Wine sector: Wolf Blass or Laurent Perrier
From the Agriculture sector: Claas or John Deere
From the Food sector: Warburtons or Birds Eye Frozen Foods
• You are to assume the role of a Marketing Analyst working within one of these organisations. Your line manager has requested that you write a marketing report on one of the existing products in the range produced by the company with the aim of making a recommendation for increasing the market share of one of these products.
• The report needs to focus on the UK market.
What your report should include:
1) An introduction to the Company and the product on which you will focus.
2) A current macro-environmental marketing audit of your chosen sector or industry including a PESTLE analysis and a current SWOT analysis
3) A consumer analysis of the company’s product. This would include an analysis of a current customer profile, its segmentation strategy and targeting strategy.
4) A brand strategy analysis. How is the brand image and ethos communicated to the customer?
5) What is the pricing strategy of the product? Should the company make any changes to its current pricing strategy? Provide a rationale for your decision.
6) An analysis of the competition. Who are they and on what basis do they compete? How are they positioned in the market? What is the company’s differentiation or competitive advantage?
7) A recommendation section. Advise the company on a strategy for building the brand and increasing market share of this product given your analysis in the above sections.
Marking criteria:
• Your report should be professionally presented, in a business style. It will therefore be bound, include a title page, executive summary, contents page, clear sections and a reference section. Your report is likely to contain Appendices with diagrams, photographs to aid your description. Font size 12 is recommended. Please include a word count.
• Your writing should be in clear English using appropriate grammar and spelling. It should be concise, logical and well structured,
• Your report is to provide detailed and accurate research from a wide variety of sources and this must be properly cited and referenced in a Reference Section and within the text.
• Any prices or costs need to be presented in £s sterling.
• As this is an academic piece of work as well as a business report, you are required to demonstrate an understanding and application of marketing principles and theories within your analysis.
• You will be assessed on your ability to analyse; mere description is insufficient at Master’s level.
• 指导留学生作业Assessments are marked according to College Policy using the current marking criteria for assignments. http://www.ukassignment.org/scyxgl/2012/0227/19286.html This is available on the student intranet site. Students must also familiarise themselves with the College criteria and penalties for plagiarism.
指导市场营销学作业Learning outcomes tested:
• To demonstrate the ability to carry out robust and reliable research on a company in a specific industry.
• To analyse and apply marketing theories and principles to existing companies and their offerings
• To produce a professionally written and presented report.
• To demonstrate the student’s ability to produce rationalised analysis and to make recommendations based on evidence researched.
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