Assignment Specification and Assessment Criteria Select an interesting company that has demonstrated either business success or failure. The organisation can be either a domestic or an international company supplying products or services. Using at least five academic references (textbooks and/or journal articles), identify key elements of the marketing strategy that the company has adopted and critically analyse how they have contributed to its success or failure. (Note: You are not allowed to work on the same company that you have used for other modules.) Suggested table of contents: 1. Introduction 2. Assessment of Strategic Success or Failure (brief evaluation of the companys history and standing; rationalize with evidence e.g. growth, profit, market share) 3. Insight into Strategic Marketing Management Approach – this might include: a) Product-market investment strategy: which products and markets the firms pursues b) Customer value proposition: value delivered, quality produced or other unique selling point, innovation, segments targeted c) Key assets and the competencies: key capabilities, companys competitive advantage d) Functional strategies and programs: what the firm particularly focuses on e.g. brand building, marketing communications, internationalization, sourcing or distribution e) Any other relevant elements (Note: Please do not use these models in your answer: SWOT, Porters Five Forces, BCG, Ansoff or Positioning Maps). 5. Conclusion 6. References 7. Appendices (if any) The assessment criteria include the following: The depth and quality of the discussion: Good understanding of the business success or failure Clear identification and outline of companys strategic marketing management approach Comprehensive outline and discussion of main elements of strategic marketing Quality of writing and report presentation (including ability to apply theoretical concepts creatively using up-to-date thinking, grammar, and general structure and layout of the report). 17 Referencing (In text citations & Reference List). At least 5 relevant academic references are required for this report. General Layout and Other Specifications of Written Assignment This is an individual assignment Length of report: 1200 words (10% variation is permitted; word count excludes references, tables & figures and appendices) 1st page: UCD assignment submission form, 2nd page: Students cover page with indication of word count, title, student name, student number and module code. 3rd page: Table of Contents followed by body of assignment. Assignment must be in report format with headings and sub-headings. Type written with Times New Roman font size: 12, 1.5 line spacing, standard margins. Single or double side printing. Please use Harvard referencing style (UCD library guide on referencing http://libguides.ucd.ie/ld.php?content_id=450286) Submission Details: Submission Date: 7 Aug 2017
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