Assessment 1 – Report (75%)

Write a 4,000 word report on the marketing of an organisation selected from the list below,
together with your recommendations for practice improvement.

Your report will consist of:

1. A critical evaluation of an organisations marketing activities and must cover the following.
a. An introduction to your chosen organisation
b. A critical analysis of your organisation’s macro environment and micro environment
c. A critical analysis of your organisation’s STP strategy and value proposition

2. Furthermore, focusing on the areas of marketing communication, branding and sustainability,

suggest where the organisation might make key improvements to their operations and performance

It is up to you to choose the most relevant aspects of theory to explore this topic and explain your
findings in the context of marketing. Whatever you choose, justify your choices.

The report format requires the use of:

 An Executive Summary of your findings (covering all sections of the report)

 A Contents page
 Numbered and titled sections and sub-sections
 Clear referencing to models/concepts employed
 Professionally presented work that is grammatical and correctly spelled
 Explicit referencing of information sources used, employing the Harvard referencing system
 Be approximately 4,000 words in length excluding Executive Summary, Contents Page, References, list
of illustrations (if used) and appendices (if used). The word count is permitted to be +/- 10% of the
4,000 words (3600-4400 words). Work which is beyond the word count limit will not be marked
 Appendices should not be used to circumvent the word count. They exist to provide supporting
information only which would not normally be available

List of organisations
Your report must be based on one of the organisations listed below:

 888 Holdings – gambling

 Admiral Group – insurance
 Bellway – residential construction
 Britvic – beverages
 Domino’s Pizza Group – restaurants
 Dunelm – speciality retail
 Frasers Group – speciality retail
 Greggs – grocery stores
 Moonpig Group – speciality retail
 Next – apparel retail
 Pets AT Home – speciality retail
 Sainsburys – grocery stores
 Spire Healthcare Group – medical care facilities
 Tate & Lyle – packaged food
 Trainline – travel services
Assessment Title: Assessment 1 - Report Weighting: 75%

Criteria and 100-86% 85-70% 69-60% 59-50% 49-40% 39-30% 29-15% 14-0%
Weighting
Outstanding. Very good. Good. Introduction Reasonable Introduction to the Introduction Introduction No organisation
Introduction offers Introduction offers offers clear introduction to the chosen contains very little missing/contains very profile presented.
comprehensive, comprehensive introduction. chosen organisation in terms of useful little if any meaningful No understanding
Introduction detailed and introduction to organisation but contains limited information about information. of the task
(10%) insightful chosen could be more information, the chosen
introduction to organisation. expansive. lacking depth, organisation.
chosen detail, and insight.
organisation.
Outstanding. Very Good. Good. Evaluation of Adequate Attempted Opportunities and Opportunities and No attempt to
Critical evaluation Evaluation of the challenges and evaluation of evaluation of the challenges in challenges not engage with
of challenges and challenges and opportunities in problem and opportunities and current market addressed/completely organisational
Evaluation of opportunities in opportunities in the current market challenges challenges in environment misunderstood. information. No
marketing current market current market environment is presented in the current market largely use of sources.
environment is environment is thorough and current market environment but misunderstood, No understanding
environment
comprehensive, comprehensive, relevant. environment but lacks depth/rigour lacks depth and of their current
(15%) marketing activities
detailed, and detailed, and lacks depth and throughout. rigour throughout.
relevant. relevant. relevance to linked to the areas
context in parts. chosen.

Evaluation of Excellent deep, Very good, deep, Demonstrates good Demonstrates Demonstrates basic Over reliance on Problems /issues are No evidence of an
detailed, and detailed, evidence of adequate evidence evidence of description at the not consistently understanding of
Marketing
critical analysis and systematic critical systematic critical of systematic systematic critical expense of critical critically examined. relevant concepts
Activities- STP interpretation of analysis and analysis and critical analysis and analysis and analysis and The theoretical and theories.
(40%) the material interpretation of interpretation of interpretation of interpretation of interpretation. perspectives, Contains serious
resulting in the material the material the material the material research methods flaws, errors and
illuminating, and resulting in well- resulting in resulting in some resulting in some Minimal basic
evidence of and strategies are omissions.
elegant conclusions reasoned reasoned measured weak conclusions.
systematic critical used in a very limited Information sources
that extend the conclusions that conclusions. conclusions.
sum of knowledge extend the sum of Reliance on analysis and way to support are missing and/or
in the area. knowledge in the Consistent Some description rather interpretation interpretation. unreliable in nature.
Excellent range of area. Theoretical consideration of consideration of than critique. resulting in Analysis of the
appropriate perspectives and complex ideas complex ideas Inconsistent use of simplistic material is primarily
theoretical research methods evidenced. Good evidenced. theoretical conclusions that uncritical and not
perspectives and used to support use of the Adequate evidence perspectives and need significant systematic. There is
research methods robust theoretical of use of some research methods development. limited evidence to
 used to support interpretation. perspectives and appropriate to support any Incomplete use of support the drawing
robust and detailed research methods theoretical interpretation. theoretical of conclusions and
interpretation of Very good critical to support perspectives and perspectives and those that are present
the chosen evaluation of the interpretation. research methods Critical evaluation research methods are superficial. Critical
organisation chosen to support of the chosen to support the evaluation
marketing activity organisations Good critical interpretation. organisations interpretation.
marketing activity evaluation of the marketing activity absent/completely in
is comprehensive,
is detailed, chosen Critical evaluation icontains some Critical evaluation appropriate.
detailed,
contemporary and contemporary and organisations of the chosen relevant points but of the chosen
fully considerate of considerate of marketing activity organisations lacks depth, critical organisations
context. context. is clear with a good marketing activity outlook and marketing activity
level of detail and is reasonable but consideration of is inadequate, and
largely may lack depth, context in all areas. notably lacking in
demonstrates critical insight and detail, critical
consideration of consideration of outlook and
context. context in areas. consideration of
context.

Suggested Excellent practice Review of key facts Review of key facts Review of key facts Review of key facts Review of key facts Very little evidence of No evidence of an
implications, clearly evidences an evidences a good evidences an evidences only a evidences a lack of an understanding of understanding of
improvements in
drawn from the intelligent understanding and adequate basic understanding understanding or is relevant concepts and relevant concepts
areas of findings and very understanding and application of understanding and with limited omitted, with very theories. Contains and theories.
marketing well supported by very good relevant concepts application of application of poor application of serious flaws, errors Contains serious
communications, literature. application of and theories. A relevant concepts relevant concepts relevant concepts and omissions. flaws, errors and
branding and relevant concepts variety of good and theories. A and theories. and theories. Information sources omissions.
and theories. A quality information variety of good Information sources Information sources are limited in range Information sources
sustainability
variety of high sources used. quality information used are generally used are of a poor and number and are missing and/or
(30%) quality information sources used. of a good standard quality and very unreliable in nature. unreliable in nature.
sources used. but limited in limited in variety.
variety.
Presentation and Presentation and Presentation and Presentation and Presentation and Presentation and Presentation and Presentation and
Writing, writing writing writing writing writing writing are or a very writing are extremely writing are
presentation and are of a professional are of a good are of an adequate are of a basic are of a poor poor standard. poor. extremely poor.
referencing standard. Highly standard. Accurate standard. standard. Evidence standard Inaccurate Very limited Referencing has not Referencing has not
(5%) accurate referencing in Some errors in of an attempt to and/or insufficient referencing, not in been attempted. been attempted.
referencing in Harvard format. referencing in reference but with referencing in Harvard format. There are serious flaws There are major
Harvard format. There are flaws and and omissions. flaws and
Harvard format. errors in Harvard Harvard format.
omissions. omissions.
format.