Marketing Strategy

Assessment Criteria

Upon successful completion of this assessment, students will be able to have


Knowledge and Understanding

 Explain the nature of marketing strategy and its significance for the


 Assess the drivers and factors affecting the choice of marketing strategies.

 Evaluate appropriate models and techniques that aid the strategic marketing


 Analyse contemporary marketing issues and problems in a strategic context.


 Research skills.

 Interpretation of advanced information and marketing data handling skills.

 Assessing communications skills to develop effective relationship marketing.


Assignment Brief:

The task is divided into two parts (Part 1 & Part 2) and candidates are expected to

address both.

Your task is to identify an organisation (producer and/or brand owner), that is

involved in the marketing of sporting footwear e.g. Reebok, Nike etc and then

analyse, evaluate and prepare an individual report of 3,500 words (+/- 10%)

addressing the following issues.

Part 1:

Using appropriate sources undertake a full marketing audit (external and internal

environments) of your chosen organisation. Include details about the

organisation’s position relative to other industry members including details on their

marketing strategy.

Provide a critical evaluation of the organisation’s competitive edge (USP) over

other brands in the marketplace. Demonstrate the organisation’s effectiveness by

providing an evaluation of competitive performance. This should include relevant

market performance data to underpin your evaluation, for example market growth,

sales trends, profitability etc.

Part 2:

Based on your Part 1 analysis you should now choose a brand from the

organisations portfolio and:

 Select customer segment/s for the brand, explaining your choice.

 Set clear marketing objectives to increase brand awareness, market share, and

growth in sales volume and/or profitability.

 Recommend marketing strategies, based on the application of the marketing mix

to your chosen brand.

Benchmarking against other successful organisations or companies preferably from

different industry sectors could also be used to further develop your analysis.

Your arguments, findings and recommendations should be supported by theories,

facts and figures published within academic books, journal articles, recognised

business magazines and market intelligence reports.

N.B. Please note the maximum word count excludes Appendix and References.


Assignment Structure:

This is an individual assignment as a single report in two parts. Candidates are

encouraged to be creative with their analysis and recommendations by using

theories covered in the lectures and workshops.

The below is the structure that candidates must follow for this report:

Part 1.

 Title page

 Executive Summary

 Table of contents

 Introduction

 Environment analysis – (using appropriate models)

 Analysis of the organisations competitive advantage (USP)

 Evaluation of current marketing strategy

Part 2.

 Segmentation Targeting & Positioning (STP)

 Recommended objectives and goals (SMART)

 Recommend marketing strategies, based on the application of the marketing

mix to your chosen brand.

 Conclusion

 Bibliography (with references)

 A receipt from TurnItIn©