STRATEGIC MARKETING
Your assessment consists of a 3,000-word essay. The essay should have two main sections:
a PESTEL analysis
We want you to use this framework in a thoughtful and critical way in order to evaluate the current and future attractiveness of a particular market segment. Draw some meaningful conclusions.
B2C/B2B perspective
The second part will depend on whether you are taking a B2C or B2B perspective.
If you are taking a B2C perspective: the second part should entail applying the marketing mix and STP process in order to critically evaluate the company’s performance and how it could be improved (i.e. an application of what we called V 1 thinking).
Carefully evaluate how well the company is applying these two frameworks – the marketing mix and the STP process, and make some recommendations for how it could do it better.
If you are taking a B2B perspective: then this second part will consist of you arguing whether a V 1 , V 2 , or V 3 perspective should be taken in order to critically evaluate the company’s performance and how it could be improved. Again, carefully evaluate how well the company is – or is not – applying this kind of thinking, and make some recommendations for how it could do things better.
We will be looking to see if you are able to:
critically evaluate the attractiveness of the external business environment
demonstrate understanding of the PESTEL framework by applying it
if working in a B2C environment, demonstrate your understanding of the concepts of segmentation, targeting, position and the ‘marketing mix’ and apply these concepts to the company in which you work.
if working in a B2B environment, demonstrate your understanding of the concepts of the traditional transaction perspective, the relationship management perspective, and the network management perspective and evaluate the relative merits of whether to adopt a traditional transaction perspective, a relationship management perspective, or a network management perspective to the company in which you work.
Format of assessment submission
A written essay of 3,000 words in length.
Use 12-point font in Times New Roman, Calibri, Arial, or something similar.
Be sure your essay is well presented, that means having an:
introduction
conclusion
a list of references.
Do not number your different sections – in the same way that you would do if you were writing an important report for your boss.
As outlined above, the essay should have two main sections.
Further points to consider :
The essay entails doing a strategic review of the state of marketing within your chosen company – this assignment requires that you must have a specific company in mind. Don’t fall in to the trap of doing it for some company that you can read up about on the internet (such as General Motors, Alibaba, or Google, for example – unless, of course, you work for them). The reason for this is that you will not be able to have the in-depth insights that we are looking for.
When doing your essay, take as focused a view as possible. If your company operates in both B2C and B2B markets, pick just one of them. If your company has multiple SBUs, pick just one of them. If your company offers multiple products and/or services, pick just one of them, or at least a closely related group of them.
