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As mentioned below, this module will be assessed in three stages. All
assignments are individual pieces of work.

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Students will be asked to apply the military tactics, of a chosen military leader, to a CASE study in the
automotive industry. To determine how the military leader would have directed the company to
success. The assessment will be tested during a closed book, time constrained period in the seminar.

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Marks Marks Awarded
Military tactics identified 70
Visual map showing application of 30
tactics


 
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Students will be required to prepare an individual 10 minute presentation of the company they have
selected.

Any company selected by students will need to be approved by the tutor to ensure that you will have
access to adequate information to undertake analysis appropriate for masters level.

You are encouraged to apply contemporary models or other relevant frameworks that you deem
relevant and applicable to analysing the current strategic position of the company.

After applying the various strategic marketing models you are encouraged to put forward
recommendations for future marketing strategies for the company.

The literature for the assignment is available from both traditional (books, journals, company reports,
newspapers, Governmental statistics, etc) and electronic sources (MCB emerald, Business Source
Premier, FAME, Lexis databases).

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There are five main areas that the examiner will focus their marking on in your presentation, namely:


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Audit of MACRO issues and how they are linked to company strategy.
Assessment of company¶s strengths and opportunities in the market.
15
Application of appropriate strategic Tools to demonstrate the current
product/service portfolio of your selected company e.g. BCG matrix, Shell
matrix, etc. 35

Review of previous (less than 2 years) or current marketing campaigns your

selected company has adopted, to position their product/service. Explanation
required of target audience, media used and any evidence highlighting the
success or failure of the campaign. 25

Recommendations for future strategic marketing decisions. Detail is required in

this section. 15

Presentation Style (structure, free from grammar and spelling errors, is

presented within the allocated time frame, etc)
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You are offered the following questions, as guidance, to help you structure your report. You are not
required to address all these issues.

1. Brief History of the company

2. Provide an overview of the environment your company is operating in (PESTEL)
3. What are the company¶s main strengths and weaknesses?
4. What does the current financial data reveal about the company?
5. Highlight any failures/challenges the company experienced and how they overcame these
challenges?
6. Who are the company¶s competitors?
7. Apply the %)$$;$ to highlight the product portfolio of the company and an

))#8 analysis to identify future opportunities.
8. Who are the company¶s target customers?
9. What is the positioning strategy for the company¶s products/services (what brand perception
are they trying to create?)
10. In what mediums does the company promote its products/services?
11. Which marketing campaigns have failed, if any?
12. How does the company maintain a high level of customer service?
13. How does the company pursue and ensure customer loyalty?
14. What pricing strategy is the company adopting?
15. How does the pricing compare with that of its competitors?
16. How are the products/services distributed to the company¶s customers?
17. What strategic alliances has the company forged?
18. What strategies has the company adopted to achieve success in the market?
19. What performance measurements does the company use to assess their marketing
effectiveness?
20. What strategy would you recommend they adopt to ensure their continued success?

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ß carry out an external and internal investigation for the organisation;
ß identify an appropriate strategy for the organisation they have selected
ß segment markets, select market coverage strategies and determine positioning strategies;
ß formulate a marketing mix strategy, using the extended marketing mix;
ß determine implementation and control elements of a marketing strategy.
 

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.  - What are you going to cover in your assignment?

- Brief explanation of the company that you have selected 5 Marks

+.;6# Apply strategic marketing theory to the company you have

selected (see list of questions on assignment sheet)

- Please refer to the recommended reading list and other

suitable academic sources (e.g. Emerald Fulltext, BBC
business website, Business Source Premier, Nexis, etc) to
identify appropriate material for your literature review 65 Marks

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  Here we are looking for your opinions (based on evidence

from the academic and company literature that you have
reviewed):
- A reflection on the limitations and opportunities of
applying strategic marketing tools;
- What are the trends in strategic marketing for your
company?;
- What marketing strategy recommendation(s) would you
make to the company that you have chosen?
25 Marks
- What Conceptual Models/Frameworks have you
developed (synthesise the theoretical and practical
aspects of your research). You are encouraged to develop
your own conceptual strategic marketing frameworks
based on the literature and suitability of application to
your company.

). Please use the Harvard style of Referencing i.e.

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Book
Author, Year, Book Title, Edition, Publisher

Journal Article
Author, Year, Title of Article, Journal Title, Volume
Number, Issue Number, page numbers

Citation in your report Jones (2003, p.33) or Jones and David

(2009, p.9), for three or more authors Jones et al (2008, p.2)

Please make sure that your report is free from Grammar

errors and is written fluently (all paragraphs and themes
should have a logical composition) 5 Marks

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-( It is expected that a provisional mark and generic feedback will be provided by the instructor
2. Details of when assignments and personal feedback can be collected will be provided by your
Administration Team