This assessment allows students to go beyond what was learned in class and learn how todevelop marketing strategies for a real-world company or a case study. Make an effort to putyourself in the shoes of a decision-maker in the selected company (i.e. as a senior manager).Students should complete all steps and analyses outlined in theIndividual AssignmentHandbook as follows:§ Step 1. Students should begin with the competitive market analysis covering the externaland internal environment. In doing so, students must search for and critically analyseinformation from the selected company’s website and annual reports, reliable businessreports and businessnewspapers/magazines (e.g., Harvard business review, Forbes, Financial Times, YahooFinance, Bloomberg).§ Step 2. Students should assess the effectiveness and performance of current marketingstrategies. Based on these assessments, students should identify one or a maximum two related challenges/problems that affect the selected company’s strategic directionand competitiveness.§ Step 3. Students should propose and justify a maximum of two (i.e. one creative and welldiscussed strategy isenough to receive a decent mark) alternative marketing strategies toaddress the identified challenge(s). The proposed marketing strategies andrecommendations must flow from the research and analyses across Steps 1 and 2. Becreative but also make sure that the suggestedstrategies are logical and feasible.2NOTE. Word limit is maximum of 2,500 words excluding cover page, table of contents, tables,figures, and references. No additional appendix is allowed beyond the provided report structurein the Individual Assignment Handbook. All coursework should be submitted electronically inWord format only. Penalties: Any work submitted over the word limit will be marked in full, butthe assignment will be penalised by 10 marks.Structure of the Individual Assignment§ Cover page: Module name, Company name, student name & ID (not included in the wordcount)§ Table of contents (not included in the word count)§ Introduction (200 words): An introduction to the selected company§ Market analysis (1000 words): Macro environment analysis, industry competition analysis,competitor analysis, customer analysis, and SWOT analysis§ Evaluation of the current marketing strategies and the identification of one or maximumtwo related challenges/problems (600 words).§ Proposition and justification of one or maximum of two alternative marketing strategies toaddress the identified challenge(s) (700 words)§ Reference list – Harvard or APA reference style (not included in the word count)Assessment CriteriaThe detailed assessment criteria are provided as an appendix at the end of this handbook. Theassessment marks will be calculated out of 100 as follows:§ Assessment category for Knowledge (25 points)§ Assessment category for market analysis – Independent study & Transferable skills (25points)§ Assessment category for evaluation of the current marketing strategy and the problemdefinition – Application (20 points)§ Assessment category for alternative strategies proposition and justification – Developmentof arguments (30 points)
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