FORMATIVE ASSIGNMENT – BUSI5B815 Strategic Marketing Management
Analysing circumstances and determining a course of action.
The purpose of the assessment is to demonstrate an appreciation of the impact of environmental conditions on the development of a marketing strategy. Students are required to evaluate the factors positively or negatively effecting an organisation’s environment, and consequentially the organisation’s ability to create and deliver their competitive advantage. Students should choose one of the companies (or a sub brand) of those companies listed below, and may choose to focus on a global, or regional/national perspective (it will not be possible to do both, so this needs to be clear from the outset.
After conducting research and evaluating of the organisation’s situation (using appropriate frameworks and models, evaluating the macro, micro and internal environments, covered during the course), students are required to write a 1000 word essay highlighting a total of three challenges and opportunities (this could be three challenges; three opportunities; or two challenges/opportunities and one opportunity/challenge) that the organisation faces. The essay should finish by identifying the potential strategic direction that the organisation needs to take to mitigate or exploit (which can be taken from any marketing strategy framework – e.g Porter’s generic strategies, Ansoff’s Matrix or SPACE analysis). The work should:
Please note: this is not a comprehensive discussion on all factors influencing the organisation, nor is it a presentation of a PESTLE, SWOT etc. These frameworks may be used, but the essay should highlight three of the most relevant, (as determined by the student) opportunities/challenges facing the company.
Students are expected to use references from academic journal articles, trade journals, company/practitioner reports, or textbooks.
A breakdown of the report structure is identified below (please note these should not be used as headings):
Introduction – approximately 150 words – the introduction should introduce the paper not the company. The idea is that the students should outline everything that can be expected to be covered in the essay.
Summary of the organisation and focus of the essay – approximately 100 words.
Evaluation of three opportunities/challenges – approximately 600 words or 200 words each.
Conclusion – approximately 150 words – summarising the above and suggesting a strategic direction (please note, we do not need details on the strategy or how this is implemented – this will form the starting point of the summative assessment).
Overall word limit: 1000