Assessment 2 MKT 4131

C/w2 Individual Memo (20%):

2000 words max (+/- 10%). LO 1 & 2

Weeks 14: Thursday 1st February

• Hard Copy to Student Office before 4:00pm
• Electronic copy uploaded onto Turnitin by 11:59pm

Assessment Guidelines:

The dead line for assessment 2 – the Individual Memorandum is now set at Week 14 – Thursday February the 1st.

This will give you a full 2 weeks when we are back to get help and advice.

Details of the assessment:

• Write the report as director to the CEO of the business – assume that you have been hired by the business as a consult to complete research and give advice
• Each student should chose a different business from the industry you chose in assessment 1
• Critically evaluate the organisation’s current marketing strategy in relation to its ability to meet consumers’ requirements and exploit major opportunities
• Give recommendations on how the organisation will assess the potential benefits/problems that these major opportunities may deliver
• Clearly follow the sections as outlined below

COIT 20246 – ICT services management

1. Executive summary

That identifies Research Objectives and major results from the report

1. Market and Competitor Analysis

Some of this could be taken from the research you completed in assessment on. If you want to use a section of research data that you kept, you may include it as a Appendix – this way you can exclude it from the Turnitin report and avoid a percentage of plagiarism.

This section is where you will drill down and write in detail about the market/industry in the UAE. You may wish to use tools such as Porters 5, PESTEL and Scenario Analysis, Strategic Groups, Mobility Barriers, Perceptual Mapping, Competitive Intelligence, Segmentation and any others you identify

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1. Internal Analysis

Current strategic Capabilities AND current Marketing Strategy

Marketing Strategy refers to existing strategic path not marketing methods

Tool you may wish to investigate the business with may include: RBV, KSF’s, Value Chain, SBU’s analysis – BCG Matrix, GE Matrix* and any other you identify.

* If you use the GE matrix do not give advice on future strategy or changing strategy (as this will be completed in assessment 3) simply identify the SBU’s and where they are positioned.

1. Conclusion

Summary of the industry and its attractiveness, SWOT the identification of major points discovered during your research and strategic fit of the business to these findings. Make recommendations on how the organisation will assess the potential benefits/problems that these major opportunities may deliver

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I will be available for individual meetings / course work support, you can book an appointment with me by email ONLY. Times I will be available is from December 17th to 20th and from January 9th onwards.

Assessment 2 MKT 4131

Individual Memorandum (20%). Using the key findings from the strategic audit (cw1 above), each student will work individually to write a memorandum to the organisation’s CEO – from an organisation of their choice as noted above. The memorandum should critically evaluate the organisation’s current marketing strategy in relation to its ability to meet consumers’ requirements and exploit major opportunities. In addition, recommend how the organisation will assess the potential benefits/problems that these major opportunities may deliver (2,000 words). This assessment will address learning outcomes 1 and 2.

C/w2 Individual Memo (20%):

2000 words max (+/- 10%). LO 1 & 2

Weeks 14: Thursday 1st February

• Hard Copy to Student Office before 4:00pm
• Electronic copy uploaded onto Turnitin by 11:59pm

C/w 2: An individual Memorandum (20%)

An individual memorandum pertaining to a specified organisation from your audit undertaken in cw1, 2000 words (week 13). The written memorandum is to be submitted onto Turnitin and handed a Hard Copy to Student Office before 4:00pm by the deadline detailed above. This is not an either or option but both. Failure to do so will result in a reduction in marks. In addition, the assessment should be 1.5 line-spaced, Font 12, Arial, bound with a single staple at the top left hand corner, and referenced appropriately throughout. Indicate the word count on the first page and include a bibliography at the end (Harvard system) of the document. Ensure the correct module code and title, along with your name and student number is clearly indicated and correct.

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Your Task: A critical evaluation of an organisations current marketing strategy

1) Sources of information/data:

• Desk research
• Journals/articles/books/videos pertaining to Management theory and practice
• Journals/articles/books/videos pertaining to budget airlines, national carriers, passenger-travel data, UK aviation forecasts, British Airports Authority, transport & logistics and the like.
• Field research (visits and observations only): integrating the findings into the research

Some key issues you may wish to identify and discuss, for example:

• Current marketing strategy
• General segmentation, particularly by price/needs/brand/usage
• Type of buyers
• Product/Brand
• Competitors
• The organisations Key Success Factors
• The firm’s ability to meet consumers’ requirements
• Wrap-around product/services, as well as, supporting activities
• Value chain
• The exploitation of opportunities & minimisation of threats pertaining to your chosen firm

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All the above ought to feed into: Any recommends as to how the organisation will assess the potential benefits/problems that these major opportunities may deliver.

Marks are given for:

• Logic and well-articulated argument – written
• Appropriate use of theory/concepts
• Focus, depth and rigour of the analysis – written and spoken
• Evidence of independent thought

NB: Marks (up to 5%) may be lost if the following categories are defective:

• Structure of the report (including poor citations and references)
• Use of Business English – written

Referencing Guide