Marketing Strategy

MKT 306

Assignment Guide 2013 -14








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






Assignment:

Mode of Assessment:


Individual Report

Weighting:


100%

Module Assessor:


Sudipta Das

Issue Date:




Submission Date:

13 Nov 2013

Word Count:


3500 words (+/- 10%)

Assignment Brief:

The Global Courier and Logistics Business is one of the most versatile and resilient
businesses that struggled and survived through the current economic crisis. From the
principles of B2C to B2B marketing, advanced fundamentals of marketing strategy
govern the way in which some of these companies operate and flourish. The recent
changes in consumer purchase-power, business distributions, 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.

Your task is to identify a Global Courier and Logistics brand; and then analyse,
evaluate and prepare an individual report (3500 words +/- 10%) addressing the
following issues
Part 1:
Using appropriate sources, identify their existing marketing strategy and value
creation process (for both B2B and B2C sector) [Weightage - 30%]
Research, analyse and evaluate the key strengths and weaknesses of their
existing marketing strategy (for both B2B and B2C sector)
[Weightage - 30%]

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 [weightage - 40%]

You can choose a designated Global Courier and Logistics brand from the list given
on Page 6 or you can choose a Global Courier and Logistic brand of your choice**.

Candidates are encouraged to evaluate, analyse, and recommend marketing strategies
for their chosen company within a specific context of their choice (i.e. UK, Germany,
Malaysia, Trinidad etc.). For the purpose of this assessment students need to focus on
marketing strategies been used at, both, B2B and B2C level.
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 excludes Appendix and References.
Submission Policies:

You are required to submit your work within the bounds of 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 put into an envelope, hole punched or safely secured into your
plastic file or assignment wallet.

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.

All Students must submit a Turnitin report 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.

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.




List of Companies

1. UPS

2. DHL

3. FedEX

4. BlueGrace Logistics

5. American Global Logistics

6. Logica: Transport & Logistics

7. TNT Express

8. Parcel Force

9. Aramex

10. City Link
* This is not an all inclusive list. Candidates are free to choose a Global Courier and Logistics
brand of their choice outside this list.

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.


Detailed Explanation of Individual Sections:

Youre aiming for a 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.

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 sub-sections
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.
















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.

3
rd
(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.

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.

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

Grad
e
Relevance Knowledge Analysis Argument
and
Structure
Critical
Evaluation
Presentatio
n
Reference
to Literature
Pas
s
86
100%
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.
76-
85%
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.

70
75%
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.

60
69%
Directly
relevant to
the
requirement
s 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
independen
t thinking;
may begin
to formulate
an
independen
t position in
relation to
theory
and/or
practice.
Well written,
with standard
spelling and
grammar, in
a readable
style with
acceptable
format
Critical
appraisal of
up-to-date
and/or
appropriate
literature.
Recognition
of different
perspectives
. Very good
use of
source
material.
Uses a
range of
sources

50
59%
Some
attempt to
address the
requirement
s 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
Sound work
which
expresses a
coherent
position
only in
broad terms
and in
uncritical
conformity
to one or
more
standard
views of the
topic
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.
simplistic
terms
Competent
use of
source
material.
40
49%
Some
correlation
with the
requirement
s of the
assessment
but there is a
significant
degree of
irrelevance
Basic
understandin
g 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
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.
Fail
35
39%

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

A limited
understandin
g of a narrow
range of
material

Heavy
dependenc
e on
description,
and/or on
paraphrase,
is common

Little
evidence of
coherent
argument:
lacks
developmen
t 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.
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.
0-
14%
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.
Ver 1.3 13/02/2008 SJS