Assignment Brief
Instructions and Company Options
Following on to the first assessment can you please provide implementation strategies for one of your chosen growth opportunities that your company should focus on to provide them with a competitive advantage, maximise their performance in the industry or stay relevant with their target audience. Create a convincing 10 Minute presentation for your manager with insights that will help them in their decision-making
Your focus should still be on the same company you focused on in CW1
Fashion Retail
Primark/ Penneys
H&M (Hennes & Mauritz)
Boohoo
Automotive Industry
BMW
Toyota
Volvo
Task
In your first task you would have identified two most appropriate growth opportunities for your chosen company. Your task is for you to now perform the following to ensure effective utilisation of resources’
Task 1: Proposed Growth Opportunities
Step 1: Assess each of the two proposed opportunities from CW1 in terms of attractiveness.
You will need to provide at least three stats or insights from the following indicators, supported with evidence-based facts to justify why your company should consider these in their growth plan
- market size & growth,
- profitability,
- competitive intensity,
- structural attractiveness,
- fit with company objective and resources
Step 2: Select the most appropriate out of the two that resources should be focused on. Give us your reasons why.
Task 2: Segmentation
Step 3: Considering the chosen Opportunity above, use appropriate segmentation criteria that represent the customer segment the organisation should focus on. It can be Geo – Demographic (who they are and where they are located), Behavioral (where when and how they behave) or Psychographic (why they behave they do)
- You can choose from more than one category.
- Provide evidence-based justification to support your choice
Task 3: Media Channels Recommendations
Step 4: Recommend effective media channels to the customer profile outlined above reach target customers based on their media consumption. Your recommendations should be supported by strong evidence using up to date, credible sources
Distribution Channels Recommendations
Step 5: Recommend effective distribution channels to reach target customers based on their preferred channels usage. Your recommendations should be supported by strong evidence using up to date, credible sources
This assignment is designed to assess the following learning outcomes:
LO1. Identify and demonstrate the core concepts and techniques of marketing at the corporate and functional level.
LO2. Conceptualise and assess the strategic alternatives and tactical developments available to organisations