Marketing Strategy

MKT 306

Assignment Guide 2012 -13 Hand in Date: Monday 8th July 2013

Module Leader: Sudipta Das Email: sudipta.das@sunderland.ac.uk

Introduction to the Assignment:

Please read all instructions and information carefully. You are required to submit your work under the University Infringement of Assessment Regulations. Your assignment must be submitted to your Study Centre in hard copy with an accurately and clearly completed Assignment Cover Sheet, and an electronic copy on CD in an envelope [hole punched or safely secured into your plastic file or assignment wallet]. Please do not include a plastic CD case/box and remember to write your student code and assignment code clearly onto the disc and envelope. All your assignments must be submitted in conjunction with a Turnitin report (only if your centre provides the facility). You will need to achieve an overall mark of 40% in order to successfully complete this module.

Sudipta Das
Module Leader - MKT 306

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Assignment:
Mode of Assessment: Individual Report

Weighting:

100%

Module Assessor:

Sudipta Das

Issue Date:

2013

Submission Date: Word Count:

Monday 8th July 2013

3500 words (+/- 10%)

Assignment Brief:

The Mobile Phone Manufacturing Business is one of the most versatile and resilient businesses that survived the current economic crisis. From viral marketing to advanced retail and brand management, fundamentals of marketing strategy govern the way in which some of the mobile phone manufacturers operate and flourish. The recent changes in consumer purchase-power and geo-demographics of the target markets in this industry certainly make it an interesting sector to investigate as part of this assignment. The task is divided into two parts (Part 1 & Part 2) and candidates are expected to address both.
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Your task is to identify a Mobile Phone Manufacturing brand; and then analyse, evaluate and prepare an individual report (3500 words) addressing the following issues

Part 1:
Using appropriate sources, identify their existing marketing strategy and value creation process

Research, analyse and evaluate the key strengths and weaknesses of their
existing marketing strategy

Part 2: Using appropriate theories (and real-life/academic case studies) suggest

alternative strategic approach for increasing their market share, profitability, value creation, and sustainability

You can choose a designated Mobile Phone Manufacturing brand from the list given on Page 6 or you can choose a Mobile Phone Manufacturing brand of your choice**.

Candidates are encouraged to evaluate, analyse, and recommend marketing strategies for their chosen company within a specific context (i.e. UK, Germany, Malaysia, Trinidad etc.). Students can also focus on only one product line but focusing on multiple product lines would be adventitious and a comparative view on marketing mixes would certainly carry extra marks. Your arguments, findings and recommendations should be supported by theories, facts and figures published within academic books, journal articles, recognised business magazines and market intelligence reports. ** Your chosen brand must have a website and international presence.

N.B. Please note the maximum word count of 3500 excludes Appendix and References.
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Submission Policies:

1. You are required to submit your work within the bounds of the University Infringement of Assessment Regulations.

2. Your assignment must be submitted to your Study Centre in hard copy with an accurately and clearly completed Assignment Cover Sheet and an electronic copy on CD put into an envelope, hole punched or safely secured into your plastic file or assignment wallet.

3. Please do not include the plastic CD case/box and remember to write your student code and assignment code clearly onto the disc and envelope.

4. All Students must submit a soft copy along with their assignments. If under any circumstances assignments are submitted without this, the final mark will be withheld and there will be potential delays.

5. All works submitted MUST be original. If under any circumstances a student is found to be violating any of the 'Academic Integrity' rules, the university deserves the right to take legal and disciplinary actions against the individual.

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List of Companies 1. Apple 2. Motorola 3. Nokia 4. Samsung 5. HTC 6. LG 7. Sony Ericsson 8. Blackberry 9. Alcatel 10. Google Mobile Phones
* This is not an all inclusive list. Candidates are free to choose a Mobile Phone

Manufacturing brand of their choice outside this list.

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Assignment Structure:

This is an individual assignment as a single report in two parts, and it may contain the following sections:

Title page Executive Summary Table of contents Introduction Methodology Situational Analysis current strategies Segmentation Targeting & Positioning (STP) Differential advantages/weaknesses (USP) (SWOT) (PESTLE) Recommended objectives and goals (SMART) Recommended Marketing Strategies and Programmes Conclusion Bibliography (with references) An electronic copy on CD A receipt from TurnItIn

Please remember that this is only a rough guideline and candidates are encouraged to structure their report according to their own preferences.

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Detailed Explanation of Individual Sections:

Youre aiming for a 3000-3500 word report following the given structure

Title: In a short report this may simply be the front cover. In a long one it could also include Terms of Reference, Table of Contents and so on. Executive Summary: Give a clear and very concise account of the main points, main conclusions and main recommendations. Keep it very short, about a page or a few % of the total length. Some people, especially senior managers, may not read anything else so write as if it were a short stand-alone document. It isnt but for some people it might as well be. Keep it brief and free from jargon so that anyone can understand it and get the main points. WRITE IT LAST, but do not copy and paste from the report itself; that rarely works well. Introduction: This is the first part of the report proper. Use it to paint the background to the problem and to show the reader why the report is important to them. Give your terms of reference (if not in the Title Section) and explain how the details that follow are arranged. Write it in plain English. Current Situation: This is where you report the facts as they are now. It will probably have several sections or sub-sections each with its own subtitle. It is unique to your report and will describe what you discovered about the problem. Take care to answer the exact question which has been set if you write about retail outlets when the question is about a specific brand you will lose valuable marks and possibly fail. If in any doubt ask your tutor! These sections are most likely to be read by experts so you can use some appropriate jargon but explain it as you introduce it. You are supposed to be demonstrating your understanding of the topic so this is a great opportunity to arrange the information logically, putting things in order of priority -- most important first. In fact, follow that advice in every section of your report. You may choose to include a Discussion in which you explain the significance of your findings but remember to use a report style structure throughout your work.

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Recommendations: This is the heart of your report. What do you suggest should be done? Dont be shy; you did the work so state your recommendations in order of priority, and in plain English. Again it will probably have several sections or subsections each with its own subtitle Conclusions: Present the logical conclusions of your investigation of the problem. Bring it all together and maybe offer options for the way forward. Many people will read this section. Write it in plain English. If you have included a discussion then this section may be quite short. Appendices: Put the heavy details here, the information that only specialists are likely to want to see. As a guide, if some detail is essential to your argument then include it in the main body, if it merely supports the argument then it could go in an appendix. Make sure you signpost this information in the main body of your report.

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Marking Scheme

1st (70+%)

An excellent assignment. It demonstrates a high level of understanding of the learning outcomes. The report provides evidence of significant understanding of marketing strategy theory/techniques and its application to the selected organisation. All decisions are logical, coherent, fully justified, explained succinctly and coherently, but also demonstrates a high level of insight and originality. The presentation is of a very high standard demonstrating a professional approach which is generally free of errors.
2:1 (60-69%)

A very good assignment. It demonstrates a reasonably high level of understanding of the learning outcomes. The assignment provides evidence of understanding of marketing strategy theory/techniques and its application to the selected organisation. All decisions are logical, justified and explained however are less strong in terms of insight and originality. The presentation is of a high standard and predominantly free from errors.

2.2 (50-59%)

A good assignment. It demonstrates a sound understanding of the learning outcomes. The report provides evidence of understanding of marketing strategy theory/techniques and its application to the selected organisation, though this may be somewhat limited. Most decisions are appropriate however are less strong in terms of insight, logic and originality. The presentation is adequate.

3rd (40-49%)

A satisfactory assignment. It demonstrates an understanding of the learning outcomes. The report provides evidence of understanding of marketing strategy theory/techniques and its application to the selected organisation, although this is limited. Decisions are appropriate however lack coherence, insight and logic. The presentation is adequate, but lacks cohesion.
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Grade F (<40%) An unsatisfactory assignment which demonstrates a lack of understanding of the learning outcomes and has not answered the question. It contains some elements of marketing strategy/techniques applied to the context however is not wholly appropriate. The assignment lacks logic, coherence, originality and insight. The presentation is poor with a number of errors.

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Generic Assessment Criteria Undergraduate These should be interpreted according to the level at which you are working and related to the assessment criteria for the module Categories Grade 86 100% Relevance Knowledge Analysis Argument and Structure Critical Evaluation Presentation Reference to Literature

The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the qualification. There is also ample excellent evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of argument, interpretation or discourse. The work examined is outstanding and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be outstanding in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse. The work examined is excellent and is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are satisfied At this level it is expected that the work will be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse. Directly relevant to the requirements of the assessment A substantial knowledge of relevant material, showing a clear grasp of themes, questions and issues therein Good analysis, clear and orderly Generally coherent and logically structured, using an appropriate mode of argument and/or theoretical mode(s) May contain some distinctive or independent thinking; may begin to formulate an independent position in relation to theory and/or practice. Sound work which expresses a coherent position only in broad terms and in uncritical conformity to one or more standard views of the topic Well written, with standard spelling and grammar, in a readable style with acceptable format Critical appraisal of up-todate and/or appropriate literature. Recognition of different perspectives. Very good use of source material. Uses a range of sources

76-85%

70 75%

60 69%

Pass

50 59%

Some attempt to address the requirements of the assessment: may drift away from this in less focused passages

Adequate knowledge of a fair range of relevant material, with intermittent evidence of an appreciation of its significance

Some analytical treatment, but may be prone to description, or to narrative, which lacks clear analytical purpose

Some attempt to construct a coherent argument, but may suffer loss of focus and consistency, with issues at stake stated only vaguely, or theoretical mode(s) couched in simplistic terms

Competently written, with only minor lapses from standard grammar, with acceptable format

Uses a variety of literature which includes some recent texts and/or appropriate literature, though not necessarily including a substantive amount beyond library texts. Competent use of source material. Some up-to-date and/or appropriate literature used. Goes beyond the material tutor has provided. Limited use of sources to support a point. Weak use of source material.

40 49%

Some correlation with the requirements of the assessment but there is a significant degree of irrelevance

Basic understanding of the subject but addressing a limited range of material

Largely descriptive or narrative, with little evidence of analysis

A basic argument is evident, but mainly supported by assertion and there may be a lack of clarity and coherence

Some evidence of a view starting to be formed but mainly derivative.

A simple basic style but with significant deficiencies in expression or format that may pose obstacles for the reader

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35 39%

Relevance to the requirements of the assessment may be very intermittent, and may be reduced to its vaguest and least challenging terms

A limited understanding of a narrow range of material

Heavy dependence on description, and/or on paraphrase, is common

Little evidence of coherent argument: lacks development and may be repetitive or thin

Almost wholly derivative: the writers contribution rarely goes beyond simplifying paraphrase

Numerous deficiencies in expression and presentation; the writer may achieve clarity (if at all) only by using a simplistic or repetitious style

Barely adequate use of literature. Over reliance on material provided by the tutor.

Fail

The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied. 30 34% The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence provided shows that some of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in some of the indicators.

15-29%

The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence shows that few of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in several of the indicators. The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence fails to show that any of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in the majority or all of the indicators.

0-14%

Ver 1.3 13/02/2008 SJS

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