8.1 Individual Reports
For a company of your choice (selected from a range of industries/markets/organisations detailed by the module leader) and using secondary sources of data, you are required to write a Marketing Report in two phases. The first phase will consist of a situation analysis whilst the second phase will detail the objectives, strategies and tactics you recommend given your analysis in phase 1.
Use the following report format:
• Title
• From:
• To:
• Date:
1. Terms of Reference (or Introduction)
2. Procedure (or Method)
3. Findings
a. Section heading
i. Sub heading (if required)
1. sub-point (if required)
4. Conclusion
5. Recommendations (Report 1 only)
Within the report format above, both phases will be assessed using the following criteria
• Depth of research, analysis, interpretation and discussion
• Appropriate use of strategic marketing frameworks
• Physical presentation of the report
• Originality of answer
Indicate the word count (for both reports) on the first page and include a bibliography at the end (Harvard format) of the document. The whole report should be 1.5 line-spaced, written using font size 12, Arial, bound with a single staple at the top left hand corner, and referenced appropriately throughout (http://ezproxy.mdx.ac.uk/login?url=http://www.citethemrightonline.com).
Please note, Turnitin will not allow you to submit any coursework after the deadline set. Equally, the overall submission procedure for MKT3110 is not either a hard copy/or an electronic copy, but both. Failure to adhere to any deadline set (hard copy and/or electronic copy, irrespective if it is one deadline missed or more) will result in failure of that particular assessment(s) and an additional 10% deduction of your overall final module grade. Finally, you need to be aware that there is a long time delay between uploading work onto Turnitin and the system publishing its acknowledgement via a ‘similarity report’ (see Turnitin video/written instructions on the module MyUniHub website). Therefore, do not leave uploading coursework until the very last minute – you may be disappointed!!
The following sections provide details on both Reports 1 and 2.
8.1.1 Individual Report 1 (30% of the overall mark).
With reference to a company of your choice (as noted above) and using appropriate strategic frameworks, you are required to produce a situation analysis, in report format. The analysis should include the following:
? Competitor Analysis
? Market Analysis
? Environmental Analysis
? Customer Analysis
? Internal Analysis
In addition, you should include a SWOT analysis, a number of key concepts such as strategic groups, the value chain, segmentation etc and, a summary of the key issues your chosen company faces. You are advised to pay particular attention to the strategic frameworks/theories/tools available for conducting a situation analysis.
A Hardcopy of your work should be submitted to the UniHelp Desk in the Sheppard Library by 8.00pm on Tue 15th Dec 2015 (week 11), with an Electronic copy submitted via Turnitin by 9pm on Tue 15th Dec 2015. This is not an either/or option for submission, but BOTH. This 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. This first report should be a maximum of 2000 words in length (+/- 10%).
This assessment is summative and, addresses Learning Outcomes 2 to 6 and 8
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