Assignment Question
The preferred style of writing this assignment is a report format. That is, it requires a direct and succinct style using numbered sections and subsections. Wherever appropriate you should commit yourself by making clear and supported recommendations.
SECTION A
•Select one organizations brand. Then, with reference to the marketing materials and associated readings in the module, fill out a PESTLE framework. Identify the sources (e.g., political or social), describe it and then briefly spell out the implication. Next, choose a point on a 1-5 scale categorizing certainty and importance of the item to the business. For example, if you are certain it will happen and is important, then choose a 4 or a 5 for each column. However, if you think it is unlikely and not very important, choose a 1 or 2 for each.
•Then plot your points on the scenario map provided.
SECTION B
•Next place the organization within a portfolio map. Porter’s typology has been used for market attractiveness. Note that market entrance/substitution have been merged to form one criterion. Use your judgment on how best to score this. There is a fifth item that is blank. Fill this out with whatever market criterion you see to be best, but you must choose one.
•Also, score the organization strengths using the criteria provided and, again, add one criterion of your choice for the measure.
SECTION C
•Having completed the analyses, argue a case for the most appropriate strategy for the organization in five years time.
OVERALL
•It is important to develop an integrated marketing strategy. It is important to argue and support your ideas and suggestions. Ideally, you should select an organization whose goods and services with which you are familiar and in which you are interested.
•Do not forget that the marker is unlikely to be familiar with your chosen organization and its environment. Therefore, identify the key elements of the situation explicitly and use them to justify the fundamental marketing strategy that you advocate. When writing this assignment please ensure that you provide the sources of information and reference.
WORD LIMIT •2,500 words including all sections and charts, but excluding your sources and references.
