ASSESSMENT 1: CASE STUDY ANALYSIS (30%)

Submission Date: At 11:59 pm 15th April 2021

Allocated: 30% (Individual)
Word Guide: 2000 - 2500 words

Purpose:
You will be allocated one case study to analyse to understand the marketing strategy behind
the marketing campaign which contributed to the success of a brand in Vietnam’s market.
Your task is to develop a rigorous understanding of industry, competitive, and market
dynamics (5Cs and PEST analysis) impacting the brand for this report. You can access available
resources on the Internet and via the library to conduct your analysis (this is called ‘secondary
research’ or ‘desk research’). Students are first and foremost encouraged to develop a
thorough collection of relevant reports and articles.
Research Methods & Expectations:
Secondary Data Collection (Review of literature and other available sources):
Industry/government/market reports, news articles, and peer-reviewed articles are all
acceptable. Your report should contain:

• At least 6 peer-reviewed articles to contribute to rigorous analysis and understanding

of the research problem (note: research does not require the same exact context,
merely addresses a relevant theme, issue, problem, or opportunity).
• At least 6 industry or government reports (or other sourced data/information that
adds to the argument you present).
Academic referencing standards as per your Course Guide need to be followed.