Marketing

You will be given access to a case study with five questions.
Question one: What is the problem or the key issue in the case? You may list a range of symptoms, however you must finish this question with a one or two sentence marketing-related problem statement. (20%)
Question two: Analyse the environment for the case study and analyse the main marketing opportunities and threats facing the organisation. Use an active SWOT/SWOT matrix to frame your response. (15%)
Note: You are free to set the parameters for timeframe – whether you choose to reflect the period of the case study or address the problem today – it is up to you.
Question three: Define the major segments for the case study. Discuss the types of research you would like to see conducted of these segments, to assist in the development of your marketing strategy. (15%)
Question four: Outline the objectives (SMART) for the organisation. Explain your proposed marketing mix strategy for the organisation. Justify your proposed strategy by explaining how your marketing mix strategy will overcome the identified problem (Q1) and achieve the stated objective. You are being asked to prove, with evidence and theory, that your proposed strategy will work. (40%)
Question five: Discuss any implications you envisage for the implementation of your proposed strategy. (10%)
Your task is to determine your key contention, insight or recommendation relative to the question, determine what theories, concepts or frameworks (supported by relevant references – try and go beyond the weekly readings) will assist in demonstrating to the reader how you arrived at your key contention, insight or recommendation and apply broad industry research (supported by relevant references) to give the paper contextual relevance to the question.
It is critical that your responses integrate the theory from this subject. How to analyse a case may help with your preparation.

Case Study
Sugar Bowl – Richard Hamermesh and Elisa Zalosh

All five questions have to answered
Key issue.
Environmental analysis.
Segmentation.
Objectives and strategy.
Implications.
Your work will be assessed using the following marking guide:
Criteria
No Pass
Pass
50-59%
Credit
60-69%
Distinction
70-79%
High Distinction
80-100%
Key issue
(20%)
Did not meet criterion.
Adequate problem description. Specifies some details related to the specific problem at hand.
Clear statement of problem with relevant details to the problem listed.
Clear statement of problem in relation to the assessment task at hand. Coherent statement of what is trying to be achieved.
Lucid and compelling statement of the context, problem and solution in relation to the assessment task at hand. Gets to the crux of answering the question of ‘so what?’ There is no confusion about what is trying to be achieved.
Environmental analysis
(15%)
Did not meet criterion.
Basic, mostly descriptive environmental analysis. Demonstrates some understanding of the effect of environment on the specific context.
Analysis is concise and demonstrates a developed understanding of both the internal and external environment.
The effect of environment on the specific context is clearly articulated. Makes links and connections to methodology.
Analysis is clear, concise and demonstrates a developed understanding of both the internal and external environment.
Awareness of the effect of environment in the specific context is evident. Makes clear links and connections to methodology and provides justification for use of methodology.
Analysis shows a thorough and sophisticated understanding of both the internal and external environment.
Well thought-out diagnosis and expert analysis, utilising appropriate and well justified model or methodology. Relates analysis to specific details around case study to make defensible generalisations.
Segmentation
(15%)
Did not meet criterion.
An attempt to define the major segment/s and companion research is made. Some links to theories and models.
Defines the major segment/s with an attempt to identify companion research. Links to relevant theories and models are made.
Analyses use of segmentation in the industry. Clearly defines the major segment/s and companion research, with strong links to a breadth of relevant theories and models. Relates answer to material from question one.
Critically analyses use of segmentation in the industry. Clearly and concisely defines the major segment/s and pertinent companion research, with an extensive set of relevant external resources well integrated into the response. Relates answer to material from question one.
Objectives and strategy
(40%)
Did not meet criterion.
Shows basic or developing understanding of the theories and methodologies relevant to the chosen strategy.
Key methodologies are identified and described in some detail, with some consideration to context and links to research.
Shows a developing understanding of the theories and methodologies relevant to the chosen strategy.
Key methodologies are identified and discussed in detail, with consideration to context and links to relevant research. Shows some awareness to the limitations of the theories.
Demonstrates a well developed understanding of the different methodologies and techniques available for the chosen strategy, with clear, aligned justification through the use of appropriate research sources.
Clearly relates strategy to problem and analysis. Analyses, discusses and presents expected concepts (e.g. where applicable/relevant: customer needs, segmentation, company objectives, budget, positioning, expected outcomes). Shows an awareness of the theories.
Demonstrates a thorough understanding of the different methodologies and techniques available for the chosen strategy with clarity, alignment and justification through the use of appropriate research sources.
Clearly relates strategy to problem and analysis. Integrates marketing insight into developmental plans. Critically analyses, discusses and presents expected concepts (e.g. where applicable/relevant: customer needs, segmentation, company objectives, budget, positioning, expected outcomes). Shows an objective awareness of the limitations of the theories.
Detail demonstrates an understanding of the theories and contexts as well as an advanced and objective understanding of the marketing challenge of the chosen business. The ability to think critically and transfer and apply knowledge in context is evident throughout.
Implications
(10%)
Did not meet criterion.
Limited discussion of implications of strategic decisions and outcomes for the business.
Shows a developing understanding of short and long-term implications of strategic decisions for the business.
Demonstrates a well-developed understanding of the short and long-term implications of strategic decisions for the business.
Demonstrates an advanced understanding of the implications for the strategic decisions made and pursuit of the stated objectives. Takes into account both short and long-term benefits and costs.

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