BUS2205 Marketing Management

Individual Written Assignment

(2021-2022, Summer Term)

The Marketing Tasks

The purpose of this assignment is to help students develop the ability to apply the knowledge
of marketing to the real world. Hong Kong’s Lung Wah Hotel (Ha Wo Che Chuen) is the
chosen case for this term. Lung Wah Hotel (Ha Wo Che Chuen) which was found in 1938 is
one of the famous restaurants in Hong Kong.

Taking the role as a marketing manager of Lung Wah Hotel (Ha Wo Che Chuen), you
are asked to identify and suggest different strategies to extend the product/service life
cycle of Lung Wah Hotel (Ha Wo Che Chuen). These might include the ways to modify
the product/service(s), to change the market(s) served or to reposition the
product/service(s) in order to meet the changing needs and wants of the consumers and
to differentiate from competitors.

Students are advised to collect relevant information from various sources (e.g., library,
electronic data bases, Internet search engines, newspapers and magazines etc.) related to the
given company and the suggested strategies. Each student is required to suggest at least two
different strategies and provide supports for each strategy with the following
considerations:

 Whether there is sufficient demand for the product/service suggested in the strategy
 Whether the strategy matches with the marketing objectives
 Whether the company possesses the expertise and resources to implement the strategy
 Whether the product/service suggested can differentiate from competitors

Finally, each student will submit a written report of about 800 words (about two to three
pages) to present their analysis, discussions and their recommendations. Please also note that
the subject instructor will not read the contents that exceed the word limit.

Please submit your assignments on 8 July 2022 (Friday), 11:59pm. There will be penalties for
late submission. This assignment accounts for 15% of the total assessment. The students are
required to submit a soft copy of the report through the Turnitin in Moodle System for
plagiarism checking. A student may submit the file several times before the deadline, while
each submission will replace the previous one. The threshold for the similarity index for
plagiarism checking is defined at 25%. Once the threshold limit is exceeded, the report will
receive no marks.

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It is noted that the Department will not tolerate any form of dishonest practice such as
plagiarism, collusion or falsification of data. Whenever you are using the ideas and words of
others, please make clear the sources of all your quotations and references. A reference list
should be compiled at the end of your report for any materials that you have cited. If a
student commits any form of dishonest practice, it is regarded as a case of cheating and may
be brought to the Student Disciplinary Committee.

Remark: In order to complete the individual written assignment, students are required to
search the relevant information from various sources about the company background
information, market landscapes, competitors, customers and etc.

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 Attachment: Assessment Rubric for the Individual Written Assignment
Assessment Weight Mastering
Criteria (8 – 10 marks)
Application of the 20% Able to apply the concepts to
concepts learnt develop alternative strategies
Able to show how the
strategy matches with the
company vision/mission
Able to show how the
company expertise or
resources can support the
strategy
Justification of 20% Able to collect relevant
demand potential information or evidence to
indicate demand potential
Ways to 10% Able to show how
differentiate from competitive differentiation
could be achieved through
competitors product superiority, excellent
services, distinct image or
other ways that are attractive
to consumers
Relevance of 10% Able to show the risks for
recommendations each suggested strategy and
prioritize the alternative
strategies and make
recommendations
accordingly
Creativity 6% Identifies a full set of salient
issues
6% Offers numerous novel and
relevant ideas
6% Offers new ideas that are
different from current
practices and can provide
competitive differentiation
6% Draws plausible connections
between three or more
different aspects
6% Pursues unexpected avenues
fruitfully
Writing quality 10% Smooth flow of concepts and
ideas throughout the report
Show citations in
professional manner (e.g.,
proper use of APA or
Harvard style)
Few spelling and grammar
errors and correct use of
sentence structure
Total 100% Total marks =
Developing
(5 – 7 marks)
Limited use of the concepts
to identify alternative
strategies
Only partially show how the
strategy matches with the
mission/vision
Only partially show how the
strategy could be supported
by the existing company
expertise and resources
Only limited information or
evidence to indicate demand
potential
Only a partial picture could
be provided to show
competitive differentiation
Only limited supports could
be provided to make
recommendations
Identifies a limited number
of issues
Offers a limited number of
novel and relevant ideas
Offers ideas that are only
slightly different from
current practices and might
be copied by competitors
without too much efforts
Draws plausible connections
between two different
aspects
Pursues predictable paths in
an active manner
The flow is logical, but not
concise, a bit boring and
uneven and difficult to read
through
Some incorrect use of
citation style
Some spelling and
grammatical mistakes found
Emerging
(0 – 4 marks)
Unable to apply the concepts
learnt
Unable to show whether the
strategy matches with the
mission/vision
Unable to show how the
strategy could be supported
by the company expertise
and resources
Unable to collect relevant
information or evidence to
support the demand
Unable to show competitive
differentiation
Unable to provide supports
for the recommendations
made
Fails to identify salient issues
Offers no ideas that are both
novel and relevant
Offers ideas that are similar
to current practices and no
competitive differentiation
could be achieved
Does not draw plausible
connections between
different aspects
Follows predictable paths in
a passive manner
The reader is not interested
to read through the report
when finishing the
introduction section
Incorrect use of citation style
Many spelling and
grammatical mistakes
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