APPLYING MARKETING KNOWLEDGE
The key to successfully completing each section is to integrate theory from this subject to structure your research and analysis (insight). Integration means using the theory, concepts and frameworks of marketing theory to structure your research into information that is comprehendible by a practicing marketer. It is not cut and paste of theory but rather the use of theory to frame the logic of your argument / insight. You are integrating theory to demonstrate your comprehension and learn how to use these tools to frame and solve business problems.
All students to complete Part A, then choose any two (2) questions from Part B.
Part A: Describe the problem
Briefly describe (200 – 300 words) a marketing problem currently facing (Dubai Police) as an organisation. Examples include may be a supplier or distribution issue, a new product launch, re-branding activities, foreign market entry, pricing issue or new promotional campaign.
The key to successfully completing this section is to create a problem statement – see article by Spradlin (2012). It is easy to grab the first problem that comes to mind but deeper reflection will often reveal the true problem. Another tool that will assist you is root cause analysis.
Part B – Choose any two topics from the list below
Part B1: Prepare an Active SWOT analysis for the relevant business or business unit involved. You must use create a numeric driven Active SWOT. Do not simply provide a list of words for each element of the SWOT. The key to this section is to be able to draw a clear and logical link between elements in the SWOT components of the model and your proposed strategy in the Active sections of the model. See Topic 12 for guidelines for completing an Active SWOT. Note: you will be penalised if you provide a simple four box SWOT or a SWOT without rank or weighting assigned.
Part B2: Apply the “matching process” model to this situation, outlining the company objectives and capabilities, the customer needs and the marketing mix currently in place (or proposed) to match these two.
Part B3: Conduct a detailed segmentation analysis of the market using one or more of the standard segmentation bases. Higher marks will be awarded to those who meaningfully segment the market on bases of segmentation other than demographic. Clearly indicate the main segments in the market (minimum two segments but ideally more). Explain how each segment differs in terms of the marketing mix elements required to satisfy them.
Part B4: Prepare a marketing communication plan for this product, indicating the key objectives (related to influencing consumer decision making and purchase activity), the elements of the communication mix to be used, and the ways in which these elements should be integrated (Gantt Chart will help). You must explain how your communication strategy aims to impact the behaviour of the consumer or how it will influence future behaviour relative to your organisations product.
Part B5: Prepare a marketing research plan to assist with decision making on the problem identified in Part A. Outline the key objectives of the research, sample size and how the samples size will be selected why this sampling approach has been chosen, appropriate research techniques and indicate some specific questions to be addressed. The research plan should explicitly address any restrictions (e.g. budget, timing, access to respondents) likely to be encountered, and propose how these will be dealt with or compensated for.
Part B6: Branding or brand repositioning. Discuss the current position for your brand and the desired new position for the brand. What brand strategy will you use to implement the new position? Note; it is critical that you correctly demonstrate your understanding of the positioning concept. For example, what attributes are you using to position the brand? Why these attributes? Is it possible / viable to create a multi-attribute positioning map to gain a clearer understanding of what is important to customers?
Part B7: Pricing strategy. Think about your current pricing strategy and prepare a pricing plan for your product range or for one product in particular. The pricing plan should discuss both short and long-term pricing strategies, with outcomes and justifications. Explain how your strategy will contribute to a sustainable competitive advantage and not simply be copied by your competitors in the short term.
All assignments will be treated in confidence. Any proprietary or highly confidential material can be disguised for the purpose of this report.
Total – 3 questions, 3000 words.
Important Note: You will need to draw upon the research literature in the area of the chosen component of consumer behaviour. Theory, rather than contextual factors should drive your response. Do not simply provide your opinion, but draw upon the material that you have learned in this unit, as well as research that you have conducted specifically for this assignment to answer the questions. Students who simply use material supplied to them through this unit will receive low marks. This should be as a report format, you should write an executive summary, table of content, an Introduction, body of the report, recommendations (if applicable) & conclusion, references and appendix .
For either assignments, a complete citation of all work/research of others referenced in your report should be included in a list of references. Any reference to theory or to factual information must be cited. The Harvard system of referencing (e.g., Vieceli and Shaw, 2010; Vieceli 2011) should be used throughout the body of the report. Be careful on plagiarism if you do not understand the importance of referencing please refer to the attached document called “ Harvard System”
Please note that 3000 words is the word limit for this assignment – quantity does not equal quality. Students will be penalised for exceeding the word limit by more than 10 per cent. The word limit includes all text that forms part of your answer to the questions, i.e., material that you wish the assessor to read. This includes tables, figures, and appendices. References are not counted in the word limit.
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