You are required to critically examine the marketing strategy of a commercial organisation of your choosing. The purpose of the assignment is to look at marketing strategy from a strategic perspective and to examine in depth one aspect of the organisations marketing strategy. You should focus on only 1 of the following strategies:
1. STP (Segmentation, Targeting and Positioning)
2. Branding Strategy
3. Relationship Marketing Strategy,
Extra Guidance:
Your discussion should include:
– Marketing objectives related to the chosen strategy. This should be placed before the main discussion on Strategy.
– The relationship between the firms’ competitive advantage and the chosen strategy. You will need to clearly identify what you consider to be the organisations competitive advantage(s).
– Application of relevant models and theories to support your discussion. You are advised to include key academics in the relevant fields.
– Any limitations or criticisms of the strategy chosen (from a critical perspective)
You can choose any commercial organisation. It is recommended to choose a medium to large size firm, where secondary information is readily available.
DO NOT CHOOSE the following organisations: Apple, Starbucks, Burberry, Disneyland, Lush, Intel, Heinz. There are a large number of case studies on these organisations and some will be used in the seminars.
You are required to be analytical and critical and not merely descriptive. So ‘critically examine’ is a key term.