MKT4801 Global Marketing Management Assessments 2023

Assignment 1:

Individual Market Analysis Report (40% of overall grade)1)

The Brief

Prepare a market analysis report (2000 words) presenting the

findings and interpretation of research into the marketing
environment of a given organisation and its impact on the marketing
mix (Learning outcomes 1,3, 6 and 7).

The assignment must be submitted online (via Turnitin) no later

than the deadline specified in the Module Handbook and online.

Prior to final submission you will be able to submit your report to the
plagiarism detection tool Turnitin to check your report –

Guidance for Assignment 1: Market Analysis Report Guidance on

the brief:1. Please ensure that the assignment you submit is your
original work and that all quotations and sources of information are
acknowledged by appropriate in-text citations and in the Table of
References at the end, including company and/or Internet sources.

2. You can use your own company as the “given organisation" for
this assignment. If this is not possible, or not desirable, you can
propose to use another company but it must be agreed with your
tutor beforehand.
3. The report should focus on external and internal marketing
environment.

4. The report should be in three parts: analysis of the external

marketing environment, analysis of the internal marketing
environment, and evaluation what impact it has had on the
marketing mix.

5. It is acceptable to focus on some elements of the marketing mix

rather than all of the elements as long as it can be justified (for
instance, for some service-oriented companies it might be justifiable
to focus upon product, price, promotion, people, process and
physical evidence but not upon place). If in doubt, seek guidance
from your tutor.

6. You are expected to use [marketing-related] theories, concepts,

models and/or frameworks you have encountered in your studies up
to this point.

The report has an academic purpose as well and must reflect your
learning. Please remember to reference your sources (even for
well-known and frequently-used models etc.).

7. Use a formal report structure with table of contents, page and

section numbers, labels and titles for diagrams and tables, etc.

8. Use appendices for supporting information that is not needed in

the analysis (for example, lists/descriptions of products/services, if
provided at all).

Commentary on the assignment:

The assignment requires considerably more effort than the word

limit suggests (2000 words). You will have to gather information,
analyse the information, relate it to academic learning, reach
conclusions and then evaluate its impact. So, like marketing
(Kotler and Keller, 2016), there is a lot of “below the waterline"
work involved. The report you present is the outcome of your
analysis and evaluation, reporting the results; it is not the work
itself.

Please budget your time accordingly. Below is an outline of what

could be included in the report. It is up to you to decide¬Which
concepts, tools and/or techniques to use, and ¬How to assess and
interpret the marketing environment of your company selected.

You may wish to focus on a few, some or all of the elements

mentioned below or choose different ones. Please ensure,
however, that any conclusions you reach are supported by the
analysis you have conducted. All page references are to (set text)
Kotler and Keller, 2016.
•Internal environment: what can the company market and where;
the philosophical approach (ch1) adopted by the company
(preferably with a brief critique); the practice of marketing
management (p41) and the core marketing management skills of
the company (p48). •External environment: the type of market-
(p.70-72) and competitive and economic conditions in which your
company operates; the political/regulatory and social environment
(p.99-104) in which your company operates; and the technological
environment (p104)in which your company operates (with
particular emphasis on Chapter 21).

The third part of the report should evaluate how the internal and
external environment impact on the marketing mix (p.47) used by
the company. You could, for instance, show here how your
company uses the marketing mix to create, communicate and
deliver value successfully; or, alternatively, how your company’s
use of the marketing mix lags behind developments in the
marketing environment. A proper analysis will probably reveal a
mixed, or nuanced, picture and a report based on synthesis,
analysis and evidence to reflect this is more likely to receive higher
grades.

In your conclusion, you may wish to identify growth/survival

opportunities for your company based on the analysis and
evidence in the report and/or identify specific activities in the
practice of marketing management that could be improved.

Please be very careful not to make vague or unsupported

recommendations. You will lose marks for making anodyne
statements and general assertions. This assignment is partly a test
of your ability to apply what you are learning with rigour and critical
awareness. Present the findings of your analysis and evaluation
(with any needed supporting information in an
appendix – remember, anything in the appendix is not part of the
assignment, the words are not counted and it may not be read fully,
so be judicious about what you include in the report and what you
place in the appendix).Pay attention to synthesis, i.e. make sense
of any contradictory findings, show that you have evaluated the
evidence uncovered in your investigation and considered the
complexity in your results.
The conclusions and recommendations should show work at an
advanced level. You are allowed to narrow the scope of your
investigation by focusing on one set of products/services or a
subset of the markets in which you operate. If you do so, please
make sure you have stated this in the introduction and justified your
selection (for instance, by focusing your investigation on the best-
selling products/services, or the fastest growing market sector, or
on customer that generate 80% of your revenues, or something
similar).4)

Guidance on assessment marking and weighting:

The criteria outlined below are for guidance only and do not
constitute a definitive marking scheme. The weighting is a close
approximation of the marking scheme for the assignment.5) Market
Analysis Report (indicative weighting out of 100%)

Submissions attracting the higher grades in the assignment will

meet the following presentation criteria (10%):

•A clear cover page with all essential information (name and

student number, module name and number, assignment title, word
count, and date)•A well-structured, formal report using a logical
alphanumeric/numeric system

•A table of contents with page numbers•A brief introduction to the

report outlining its purpose and scope, identifying the
market/product opportunity investigated (no need for Terms of
Reference)

•Correct grammar, spelling and punctuation •One seamless piece of

writing, i.e. one editorial voice; logical development of analysis •Use
of appropriate and properly labelled charts, graphs and tables
where applicable •Proper references where applicable (including
references to databases, industry reports, company literature,
trade/industry journals and/or web sources used) and a Table of
References at the end with full bibliographical details in a
conventional format (Harvard style is preferable•Approximately
within range (1800-2200 words)
Submissions attracting the higher grades in the assignment
will meet the following content criteria (90%):
Introduction (5%)•Structured introduction outlining and justifying the
scope of the analysis
Analysis of the external marketing environment (25%)•Depth of
analysis of the external marketing environment [type of market,
competitive and economics conditions, political/regulatory, social
and technological factors], use of appropriate tools, techniques
and/or frameworks of analysis; evaluation of information and
synthesis of results.
Analysis of the internal marketing environment (25%)•Depth of
analysis of the internal environment [product/service portfolio,
marketing approach/culture of marketing, marketing management,
customer centricity, and degree of competence in the use of
ICT/Internet in marketing], use of appropriate tools, techniques
and/or frameworks of analysis; evaluation of information and
synthesis of results.
Impact on the marketing mix (25%)•To Identify changes in the
marketing environment and their impact on (selected) elements of
the marketing mix; identify improvements in current marketing
management practice and/or opportunities for new product/service
development.
Conclusions and recommendations (10%)•Conclusions based on
analysis and synthesis of the findings; making sense of complexity;
recommendations addressing the conclusions and supported by
evidence in the report; assumptions recognised and stated (if any)