Asb 103 Marketing Strategy & Management Semester 2023-24 Assignment: Marketing Strategy answers

ASB 3103 Marketing Strategy & Management Semester 1 2023-24


Assignment: Marketing Strategy - ANSWERS

The questions, as set out below, show the allocation of marks, including those for the logical structure, style and creativity of the presentation. Following each question is a set of suggestions for expected content in italic format.

This assignment is adapted from the one used during the previous academic year. However, it has been changed in two significant aspects: The list of companies has been completely changed and clear advice on submission formats has been added. Also added is the statement warning against Unfair Practice.

The list of companies is intentionally diverse, and it is aimed at preventing students from producing assignment on global companies about which there is a vast amount of information readily available and which tend to result in assignments which are homogenous.

PRESENTATION BRIEF: You are to act as consultant for your chosen case-study company. You are to research and formulate a marketing strategy for this company.


Case-study choices: SELECT one company from the following ten:

• 
  Gymshark
  
• 
  Monzo
  
• 
  Oppo
  

• 
  Swappie
  
• 
  Kia
  
• 
  Arup
  
• 
  Mistine
  
• 
  Stagecoach
  
• 
  Castore
  
• 
  Made.com
  

You must answer ALL questions. A maximum of 10 marks is allocated for the logical structure, style and creativity of your presentation.

Using marketing strategy concepts, outline the following, describing any limitations and making recommendations where appropriate:

1. 
   The company’s product or service offering and portfolio – 5 marks
   

This should be factual rather than evaluative. It should also enable students to describe effectively the concepts of width, depth, diversity and consistency (or otherwise) of the product portfolio.

2. 
   The company’s key competitors and their competitive positioning – 20 marks
   

This should enable students to identify direct (and possibly indirect) competitors and show their understanding and application of concepts including product segments, consumer segments, targeting and positioning. Students should identify tools, techniques and approaches to competitive positioning, including marketing mix elements. Classic approaches, such as Porter’s Five Forces can be used here.

3. 
   The external environment in which the company operates – 15 marks
   

Students should describe this as a key element in undertaking a marketing audit
They should identify and apply a range of tools, models and techniques used to understand and evaluate the company’s external environment, such as PESTEL analysis, BC, GE and Shell Directional Policy matrices.

4. 
   Current strengths and weaknesses of the company – 15 marks
   

Students should evaluate these using the frameworks identified above. They are expected to show what their research has revealed about the company’s areas of strength and those areas which are weaker, and provide explanations for these assessments

5. 
   Challenges facing the company and proposals for a future marketing strategy, to include the consequences of different choices of strategy proposal – 35 marks
   

This is the area which offers most opportunities to show that they understand the current situation of the company, within the segments in which they operate and how an application of marketing strategies can address the challenges identified. Clearly, offering a range of proposed strategies, providing good levels of detail and justification, and identifying consequences clearly will enable differentiation between students.
Note: Assignment Submission Procedure

I would like to ensure that you are all able to submit your assignment in the same format to ensure that notes are visible, as well as slides. Please follow these steps:

1. 
   Open your final PowerPoint presentation.
   
2. 
   Click “File,” then “Print.”
   
3. 
   Go to the “Show Details” section.
   
4. 
   Choose “Notes” from the “Layout” dropdown.
   
5. 
   Choose “Save as PDF” from the “PDF” dropdown, and click “Save.”
   

You will then be able to submit your assignment as a PDF via Turnitin.