Take-Home Assignment 2

Marketing For
Non-Marketing Professionals

COURSE ASSESSMENT

Take-Home Assignment
The final date for submission of this assessment without
penalty is given at the Moodle portal.

The assignment must be submitted through the Moodle Portal. If you

have any technical difficulties using the portal, please contact the
academic team at CDD.

Submitting your Assignment

1. For Word documents assignments should be typed, 10 or 11 point font size (Times
Roman or similar if possible) double spaced with a 4 cm margin on the right side of the
page with the page size specified as A4. All pages must be numbered.
2. Assignments may be uploaded once only; substitutions are not permitted and students
should, therefore, ensure that the version uploaded is their final submission.
3. Please ensure you include your student name and the assignment reference as
mentioned below in the submitted assignment and that assignment is paginated.
Failure to do this m a y lead either to a grade not being assigned or being wrongly
assigned

IMPORTANT: ALWAYS RETAIN A COPY OF YOUR ASSIGNMENT

WARNING: Once submitted no substitute assignment will be allowed

Assignment Reference:
your Student Name/POM assignment 1
For Example: Mohamed Ahmed/POM assignment 1

Dr Tamer Karam Page 1 of 6

 Final Individual Assignment

(complete all parts)

5-Hour Energy: Hours of Energy Without the Beverage

Breaking into a mature and fragmented industry where veteran brands reign is fraught with
barriers to entry. But by finding and targeting an underserved and overlooked segment, 5
Hour Energy emerged an unlikely victor. It avoided direct competition with the likes of the
Coca-Cola Company and Pepsico by sidestepping the existing beverage categories and
creating a completely new product category. In doing so, it differentiated its product and
targeted an underserved customer in ways that were unique to the industry. This case
shows there is often room in mature markets for a company that doesn’t try to beat the
competition by offering the lowest price, but by offering a product with superior benefits.
Today, 5-Hour Energy is succeeding by doing this and by targeting the right customer.

Assignment Questions:

1- Using the full spectrum of segmentation variables, describe how 5-Hour Energy
segments and targets the market for soft drinks.
2- Which market targeting strategy is 5-Hour Energy following? Justify your answer.
3- Write a positioning statement for 5-Hour Energy.
4- What are the potential challenges 5-Hour Energy faces in the future

The expected overall word count for this assignment is 500 words in length. Note:
the maximum word count allowed is 750 words ONLY.

Please note the maximum assignment Plagiarism is 20%.

The take-home assignment grade weight is 25% of the overall module grade

Dr Tamer Karam Page 2 of 6

 Assignment Guidelines

1. Use an essay-type format (i.e. using paragraphs)

2. Make use of headings and sub-headings to help to guide the reader and to structure
your answer
3. Avoid presenting answers in a series of bullet-points or lists
4. Use of definitions & quotes; use of charts / tables / diagrams – must be relevant and
used appropriately to support your discussion
5. Required to cite sources used within text and to also provide a full reference list (on a
separate page at the end of your assignment)
6. This is an academic piece of work so avoid: –
Use of informal / conversational language –
Rhetorical questions

–Short-form English

4. You should be aiming to not merely ‘describe’, but also to provide relevant
examination / analysis, using the academic theory and relevant sources (company,
industry, government and academic) to support your answer.
5. Yo u will b e required to cite the sources use d within the text a n d to provide o n e
accompanying Reference List (on a separate page at the end of your total assignment
response). For guidance regarding citation and referencing, please refer to the ‘the two
pages Citation and Referencing Guide’ located at the end of this document.

Dr Tamer Karam Page 2 of 6

 Grading Rubric for The Assignment/Exam

Criteria/ Grading Distinction Merit Pass

90-100/100 80-89/100 70-79
A/A- B+/B/B- C+/C/C-
Course Content and Paper demonstrates Paper demonstrates Paper demonstrates
Comprehension mastery of course comprehension of lack of engagement
(50%) content; makes course content; makes with course content;
numerous/rich several/useful makes no/strained
connections to course connections to course connections to course
content, terms, and
content, terms, and content, terms, and
ideas.
ideas. ideas.

Supporting Evidence Paper supports each Paper supports most Paper includes many
(25%) question/claim with question/claim with unsupported question/
compelling evidence; relevant evidence; claim; most evidence
evidence is seamlessly most evidence is (block quotations, etc.)
integrated into paper integrated into paper. disrupts the flow of the
paper.

Assignment Report Paragraphs begin with Paragraphs begin with Few paragraphs begin
Organization and topic sentences that topic sentences that with topic sentences
Style support assignment; relate to assignment; that relate to
(25%) smooth transitional transitional sentences assignment;
sentences connect connect most paragraphs are not
paragraphs; conclusion paragraphs; conclusion connected; conclusion
moves beyond is mostly summary; is absent; prose is
summary; prose is prose is clear and awkward and, in
beautiful and prose is serviceable; sentence places, incoherent.
polished and graceful; structure is somewhat
sentence structure is varied.
varied throughout paper

Dr Tamer Karam Page 2 of 6

Dr Tamer Karam Page 2 of 6


Dr Tamer Karam Page 6 of 6