ASSIGNMENT BMMS5103

MAY SEMESTER 2012 MARKETING STRATEGY BMMS5103 ASSIGNMENT (60%)

PURPOSE OF ASSIGNMENT The purpose of the assignment is to enable students to write a critical analysis of marketings synergistic relationship with strategy. The marketing function provides important feedback for strategic planning in a company.

ASSIGNMENT OBJECTIVES: The assignment has the following objectives: 1. 2. 3. 4. To explain strategic planning and its relatedness to the companys mission, objectives and goals. To identify strategies for designing the business portfolio, growth and functional planning. To be able to outline the marketing process and the development of the marketing mix. To define and explain the concepts of target consumers with appropriate marketing strategies for competitive advantage. 5. To evaluate electronic business in relation to strategic planning and marketing.

ASSIGNMENT QUESTION (Marks 50%) All marketing strategies are meant to be applied when there is a viable market. If such a market does not exist then nothing works. Therefore, an organisation has to be realistic when considering market strategies. Organisations resources are scarce and spreading resources too thin can be fatal. Thus, a me-too strategy may not provide the competitive advantage for an organisation. Understanding which market has the most potential will allow your business to exploit and gain a sustainable competitive advantage. There are five strategic dimensions; Market-scope strategy, Market-geography-strategy, Marketentry strategy, Market-commitment strategy and Market-dilution strategy 1. Explain each strategic dimension with appropriate examples. Explain the usefulness of each strategy for different types of products and services. 2. Provide an evaluation on how each strategy would be suitable or unsuitable for your selected product or service. 3. Discuss the implications of your recommended marketing strategy in relation to your selected product or service. Please clarify how your recommended marketing strategy would result in a sustainable competitive advantage for your organisation. 1

ASSIGNMENT BMMS5103

Note: The grade for this assignment will be considered in terms of originality and the overall ability of the student to evaluate and apply marketing strategies realistically in the context of real business world. Any plagiarism and/or lack of correct referencing will be penalized or be awarded a fail grade.

PRESENTATION (Marks 10%) You will be required to deliver a presentation at the end of the semester with the following guidelines: 1. Presentation needs to highlight the important points of your assignment with your opinions. 2. Presentation needs to be in Microsoft PowerPoint slides for a duration of 5 -10 minutes. 3. Presentation will be held at the end of the semester (Seminar 5). Online students are exempted from presenting. ADDITIONAL GUIDELINES / ASSIGNMENT FORMAT: Your assignment should be typed on A4 paper using 12-point Times New Roman and 1.5 spacing. Your assignment should NOT exceed 2500 words, not including appendix and reference. Your must provide references. References should use the American Psychological Association (APA) format References should include the latest journal/book publication (year 2007 and onwards). You are to submit a softcopy of your assignment via email. You must receive acknowledgement email from your facilitator to confirm submission. Plagiarism is not acceptable. If you are not sure what is meant by plagiarism, refer to the various websites which discuss this matter, e.g. owl.english.purdue.edu/handouts. Plagiarized assignments will receive a Fail mark.