Strategic Marketing

Module code and title:

MG624 Strategic Marketing

Module leader:

Samuel Asante-Nnuro

Assignment No. and type:

Formative to be a draft of CW1

CW1: Individual Management Report

Assessment weighting:

60%

Submission time and date:

Formative:13^th April 2022, 2PM UK Time

Summative: 18^th May 2022, 2PM UK Time

Target feedback time and date:

Formative: 27^th April 2022

Summative: 1^st June 2022

Assignment task

You are a senior marketing consultant working for Ashanti Marketing Solutions (AMS) Limited. A company that wants to enter a suitable country with a new product or service has just commissioned you. The problem is that, they do not know the kind of product or service to offer within the country you will be recommending. Your task is to produce a report on their behalf answering the following questions:

Recommend a product or service and a country and provide a macro-environmental analysis (PESTEL) explaining the possible opportunities as well as threats your client could face within the market of your recommended country and provide possible solutions.

Critically assess three modes of market-entry that could be suitable to your client. Out the three options, make a recommendation with justification as to the most appropriate one.

Applying the concepts of market segmentation and targeting critically evaluate the potential target market of your client.

AssignmentTutorOnline

Applying Porter’s generic strategy, explain how your client could gain competitive advantage by adopting one of the generic strategies in your recommended market

Recommended structure of report

Executive summary

General summary of nature of report, Key findings and recommendations and should NOT be more than a page.

Introduction

Main aim(s) and objectives of the report. Also introduce and orientate the reader as to the content and what the report will cover.

PESTEL

This is a country specific analysis of all the factors. Also cover the major opportunities and threats that the company could face in your chosen country as well as possible solutions to such threats.

Market-Entry options

You will need to critically explain the main market entry modes including but not restricted to Strategic Alliances, Mergers and Acquisitions, FDIs etc. Then choose one option you deem to be most suitable to your client with justification of choice.

Market Segmentation

You will need to critically explain the meaning of Market segmentation and Targeting in general terms and show how your client could target its customers effectively. Also explain the potential target customers with justification.

Porter’s generic strategy

First of all, explain Porter’s generic strategies. Choose one of the generic strategies and critically analyse why it will be the best suited strategy for your client to pursue within the chosen market compared to the other generic strategies.

Conclusion

Summarise the key points you have covered. You do not need to introduce anything new

References

Appendices (if any)

You are required to produce a 3000 word REPORT

You are allowed a 10% plus or Minus dispensation of the word limit

The word count excludes the executive summary, conclusion, introduction, References and Appendices

Students are to use wider range of resources from peer reviewed academic journals as well as books and other academic databases such as Mintel, EBSCohost, ProQuest etc.

This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes:

LO 1

Understand how to analyse an organisation’s current and future internal and external environment

LO 2

Develop a strategic marketing plan to realise organisational objectives

LO 3

Manage resources to deliver the strategic marketing plan

Task requirements

Use Times New Roman font size 11 with 1.5 line spacing.

Insert page numbers at the bottom of each page

You must have a cover sheet with your student ID, Name and word count

Referencing and research requirements

Please reference your work according to the Harvard referencing style as defined in Cite Them Right Online (http://www.citethemrightonline.com). This information is also available in book form: Pears, R. and Shields, G. (2019) Cite them right: the essential reference guide. 10^th edn. Basingstoke: Palgrave Macmillan. Copies are available via the university library.

There are also documents on Harvard referencing on Blackboard which students can read.

Students must use acceptable academic sources including peer-reviewed journal articles, Books, Company websites etc.

How your work will be assessed

Your work will be assessed on the extent to which it demonstrates your achievement of the stated learning outcomes for this assignment (see above) and against other key criteria, as defined in the University’s institutional grading descriptors. If it is appropriate to the format of your assignment and your subject area, a proportion of your marks will also depend upon your use of academic referencing conventions.

This assignment will be marked according to the grading descriptors for Level 6

The marking grid at the bottom has details of how your work will be assessed

Submission details

You are reminded of the University’s regulations on academic misconduct, which can be viewed on the University website: https://bucks.ac.uk/__data/assets/pdf_file/0024/9546/Academic-Misconduct-Policy.pdf. In submitting your assignment, you are acknowledging that you have read and understood these regulations

Please also note that work that is submitted up to 10 working days beyond the submission date will be considered a late submission. Late submissions will be marked and the actual mark recorded, but will be capped at the pass mark (typically 40%), provided that the work is of a passing standard. Work submitted after this period will not be marked and will be treated as a non-submission

This assignment should be submitted electronically. Please use the relevant Turnitin submission point in the relevant area of your Moodle module shell.

 Please ensure that your work has been saved in an appropriate file format. Turnitin will only accept the following file types: Microsoft Word, Excel or PowerPoint, PostScript, PDF, HTML, RTF, OpenOffice (ODT), Hangul (HWP), Google Docs, or plain text. Your file must also contain at least 20 words of text, consist of fewer than 400 pages and be less than 40MB in size.

 You can submit your work as many times as you like before the submission date. If you do submit your work more than once, your earlier submission will be replaced by the most recent version.

 Once you have submitted your work, you will receive a digital receipt as proof of submission, which will be sent to your forwarded e-mail address (provided you have set this up). Please keep this receipt for future reference, along with the original electronic copy of your assignment

Grade band

Fail

Fail

Pass

Pass

Pass

Pass

Pass

0-34 (F) –

Fail

35-39 E –

Marginal fail

40-49 (D)

Third class THRESHOLD PASS

50-59 (C)

Second class 2ii

60-69 (B)

Second class 2i

70-79 (A)

First class

80-100 (A+)

High first class

Not successful

Below required standard

Satisfactory

Good

Very Good

Excellent

Outstanding

Depth of knowledge and understanding

Engagement with subject-specific theories, paradigms, concepts, and principles

Background investigation, analysis, research,

The work demonstrates a limited and/or substantially inaccurate or no understanding of the product or service and background information of country and organisation

the concepts and theories of segmentation and targeting, Porter’s generic strategy, PESTEL and modes of entry.

The work demonstrates a insufficient understanding of the product or service and background information of country and organisation

The work demonstrates a basic understanding of the product or service and background information of country and organisation

The work demonstrates a systematic understanding of the product or service and background information of country and organisation

of the subject, including some coherent and detailed knowledge of the concepts and theories of segmentation and targeting, Porter’s generic strategy, PESTEL and modes of entry.

The work demonstrates a critical systematic understanding of the product or service and background information of country and organisation

of the concepts and theories of segmentation and targeting, Porter’s generic strategy, PESTEL and modes of entry.

The work demonstrates a highly accomplished systematic understanding of the product or service and background information of country and organisation

of the concepts and theories of segmentation and targeting, Porter’s generic strategy, PESTEL and modes of entry.

The work demonstrates exceptional understanding of the product or service and background information of country and organisation

Analysis and

criticality (30%)

Logic and argument

Analysis and synthesis Analytical reflection

The work demonstrates a limited or no ability to deploy relevant techniques of analysis and enquiry accurately;

Conceptual understanding of the contents of the assignment evidently limited thus the work does not:

• devise and sustain arguments

• use relevant and appropriate sources resulting in few if any scholarly reviews

The work demonstrates insufficient ability to deploy relevant techniques of analysis and enquiry accurately;

Conceptual understanding of the contents of the assignment evident partially thus the work does not:

• devise and sustain arguments

• use relevant and appropriate sources resulting in few if any scholarly reviews

The work demonstrates sufficient ability to deploy relevant techniques of analysis and enquiry accurately;

Conceptual understanding of the contents of the assignment evidently sufficient thus the work is basic and does:

• devise and sustain arguments

• use relevant and appropriate sources resulting in few if any scholarly reviews

Conceptual understanding of the contents of the assignment evidently sound and thus

• devise and sustain arguments

• use relevant and appropriate sources resulting in few if any scholarly reviews

The work demonstrates sophisticated ability to deploy relevant techniques of analysis and enquiry accurately;

Conceptual understanding of the contents of the assignment is evidently sophisticated and thus the work sophisticatedly:

• devises and sustain arguments

• use relevant and appropriate sources resulting in few if any scholarly reviews

The work demonstrates a highly accomplished ability to deploy relevant techniques of analysis and enquiry accurately;

Conceptual understanding of the contents of the assignment demonstrates a highly accomplishment and the work

• devises and sustain arguments

• use relevant and appropriate sources resulting in few if any scholarly reviews

The work demonstrates an exceptional ability to deploy relevant techniques of analysis and enquiry accurately;

Conceptual understanding of the contents of the assignment evidently exceptional thus the work does exceptionally

• devises and sustain arguments

• use relevant and appropriate sources resulting in few if any scholarly reviews

Application and

Practice (25%)

Development and/or application discipline-specific

specialist skills

Accuracy, coordination, and proficiency in completion of practical tasks/processes

Technical, creative and/or artistic skills

Presentation of research findings and use of data

Work demonstrates a limited or no ability to select and apply appropriate, contents to given scenario or markets and in turn:

practical application of the tasks and/or processes attempted but inaccurate

presentation of main findings is not clear or effective, or only in a very limited range with ineffective and or incomplete interpretation of data.

Limited or no recommendations of markets which do not flow naturally from the analysis as to the choice of market.

Work demonstrates a insufficient ability to select and apply appropriate, contents to given scenario or markets and in turn:

practical application of the tasks and/or processes attempted but insufficient

presentation of main findings is often not clear or effective, or only in a very limited range with ineffective and or incomplete interpretation of data.

Insufficient explanation and justification of recommendations of markets which do not flow naturally from the analysis as to the choice of market.

Work demonstrates sufficient ability to select and apply appropriate, contents to given scenario or markets and in turn:

practical application of the tasks and/or processes explained sufficiently

presentation of main findings is effective and efficient

sufficient explanation and justification of recommendations of markets which flow naturally from the analysis as to the choice of market

Work demonstrates an ability to select and apply in a consistent and informed manner with appropriate, contents to given scenario or markets and in turn:

practical application of the tasks and/or processes explained with consistency.

presentation of main findings is consistent and efficient with consistent explanation and justification of recommendations of markets which flow naturally from the analysis as to the choice of market

Work demonstrates an ability to select and apply in a capable and effective manner with appropriate, contents to given scenario or markets and in turn:

practical application of the tasks and/or processes very capably explained

presentation of main findings is efficient, effective, with a clear demonstration of capability in the interpretation of data.

Very consistent and a clear demonstration of capability regarding recommendations of markets which do not flow naturally from the analysis as to the choice of market.

Work demonstrates an ability to select and apply in a highly accomplished manner with appropriate, contents to given scenario or markets and in turn:

practical accomplishment of the application of the tasks and/or processes

presentation of main findings is critical, effective and efficient

highly accomplished recommendations of markets which flow naturally from the analysis as to the choice of market.

Work demonstrates an ability to select and apply in a highly accomplished and innovative manner to the given scenario or markets and in turn:

practical application of the tasks and/or processes are innovative and accurate

presentation of main findings is clear, effective, efficient and highly innovative interpretation of data.

Highly accomplished and innovative recommendations of markets which flow naturally from the analysis as to the choice of market.

Transferable skills (15%)

Written communication

Numeracy and digital literacy

Personal development /reflection on own work

Work demonstrates limited or no ability to:

communicate information, ideas, problems and solutions accurately and reliably utilising relevant numeracy and written communication.

Reference properly using Harvard referencing and follow assignment instructions including structure

Work demonstrates insufficient ability to:

communicate information, ideas, problems and solutions accurately and reliably utilising relevant numeracy and written communication.

Reference properly using Harvard referencing and follow assignment instructions including structure

Work demonstrates sufficient ability to:

communicate information, ideas, problems and solutions accurately and reliably utilising relevant numeracy and written communication.

Reference properly using Harvard referencing and follow assignment instructions including structure

Work demonstrates consistent and confident ability to:

communicate information, ideas, problems and solutions accurately and reliably utilising relevant numeracy and written communication.

Reference properly using Harvard referencing and follow assignment instructions including structure

Work demonstrates highly proficient ability to:

communicate information, ideas, problems and solutions accurately and reliably utilising relevant numeracy and written communication.

Reference properly using Harvard referencing and follow assignment instructions including structure

Work demonstrates highly accomplished #0ability to:

communicate information, ideas, problems and solutions accurately and reliably utilising relevant numeracy and written communication.

Reference properly using Harvard referencing and follow assignment instructions including structure

Work demonstrates exceptional ability to:

communicate information, ideas, problems and solutions accurately and reliably utilising relevant numeracy and written communication.

Reference properly using Harvard referencing and follow assignment instructions including structure