Marketing Management



Marketing Management Assessment

Title: Critical Evaluation of the Contribution of Current              Marketing Management Theory and Practice

Word Count: 3500 words (+/-10%) excluding Appendix and Reference List

Please read all instructions and information carefully.You are required to submit your work within the bounds of the University Infringement of Assessment Regulations. Your  individual assignment must be submitted with an accurately and clearly completed Assignment Cover Sheet.

Students are required to submit their coursework through JIRA. Only assessments submitted through JIRA will be marked. Any other submission including submission to your study centre in hard copy will be treated as a non-submission.

If your centre supports Turnitin©, a copy of your Turnitin© originality report must be submitted in conjunction with your assignment.

Task

Context: The demand for tea brands is increasing as health-conscious shoppers have become aware of the multiple benefits that tea can provide.

Clipper is the UK's No 1 Fairtrade tea brand. Clipper manufacture and export a wide range of organic and Fairtrade teas and coffees – from Everyday Blends to Green Tea and infusions. Products are made with pure ingredients, from the highest quality sources, with nothing artificial added. The Clipper brand embodies ‘Natural, Fair and Delicious’. Today, Clipper products are sold in 52 countries around the world.International trade has become a key part of Clipper’s business, the company has been exporting Fairtrade and organic teas and coffees around the world for many years. Clipper Tea was the first Fairtrade tea company in the UK and leads the market in this area – even helping to set the Fairtrade standards.




https://www.fairtrade.org.uk

You are a newly appointed Chief Marketing Manager and your role is to evaluate the implementation of market opportunity to launch a completely new and appealing brand within the Clipper portfolio suitable for the market in your country. In the formulation of your new brand you can choose to enter a new category of fast moving consumer goods or remain in the hot beverages category.

This assignment is divided into three elements. You will need to achieve an overall mark of 40% to successfully complete this module.

In your role as Marketing Manager:

Part 1.Using appropriate knowledge of marketing philosophies, concepts and theory, critically evaluate the strengths of Clipper’s marketing activity in delivering value with respect its current brands and consumers.(30%)

Part 2.Research and evaluate the key dynamics and trends in the competitive and external environments. Identify the key factors that underpin the opportunities for the new brand. Based on this, ‘suggest’ the potential target market for a new brand and include as Appendix 1a market research proposal that would enable you to qualify your ‘suggestion’. (note – you are not expected to undertake the market research) (30%)

Part 3. In accordance with your knowledge of the marketing planning process make appropriate recommendations to build a sustainablenew brand. Your suggestions for implementation must be underpinned with relevant theory and real-life/academic case studies. (40%)

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.

Assessment Guidance

Part 1.

Students are expected to critically evaluate marketing management theory with applied discussion relating to Clipper and its existing brands. In doing so, students will consider how the organisation delivers value to consumers through the adoption of marketing theory and concepts; these may include, however are not limited to; market orientation and holistic marketing approaches.

Part 2.

Students should apply relevant frameworks to critically evaluate the competitive and external environments. Students must demonstrate that they have undertaken research using a wide range of relevant and current sources which must be referenced. In this section students will be expected to synthesise the market intelligence from their research, demonstrating the ability to evaluate what is relevant and significant for the market. Students will propose a market research strategy – students are not required to undertake primary research, this should be a market research plan and will form Appendix 1 of the report.


Part 3.

From the knowledge gained in Part 1 and the evaluation undertaken in Part 2 students will have identified key opportunities to launch and market a new sustainable brand. Students should provide a product rationale and overview, followed by formulation of objectives and recommendations. With reference to the marketing management process students will make recommendations on segmentation targeting and positioning (STP) strategy, brand building, shaping the market offering through application of holistic marketing management approaches, and implementation and control. It is expected that recommendations will be underpinned with relevant theory and organisational case studies.


To get solution visit our website www.arabessay.com


Location: United Arab Emirates

Comments

Post a Comment

Popular posts from this blog

Managing Innovation & Technology Transfer

Image
PGBM108 Managing Innovation & Technology  Transfer  Summative Assessment. The assessment has been specifically designed to accommodate the students varying commercial knowledge and understanding of module content. Hence: Students will be required to conduct either a :- Option 1.  Research   a   business related theme from the module scheme of work and produce an individual academic report. Option 2.  Secure a live organisation, to manage an innovation project and produce a reflective log Assessment The assessment of this assignment will cover all of the following learning outcomes: Knowledge K1    Critically analyse the management of innovation and technology transfer as a core business process. K2    Critically evaluate the choices and challenges in building and managing an innovative organisation. K3    Reflect upon and critically evaluate th...
Read more

Financial Statement Analysis

Image
MAJAN UNIVERSITY COLLEGE FACULTY OF BUSINESS MANAGEMENT STUDENT ASSIGNMENT COVER SHEET Module Name and Level Financial Statement Analysis (Level 3)              Module Code FC 40-3 Assessment No. II (Two) Assessment Type & weighting: Individual Assignment (60 %) Financial Statement Analysis (FC 40-3) Individual Assignment 60 % weighting   You are required to select any two companies of your choice from the same industry, (either two Local or two International) and critically evaluate a set of published accounts of these companies for a period of four years . You are then required to submit a detailed report of the analysis at the end of week 15. You must notify and obtain approval for your selected companies from your lecturer within ONE WEEK of the issue of this assignment. The report should cover the following points: ●  ...
Read more

Organisational Development & Change

Image
PGBM47 Organisational Development & Change Task Governmental reports and the recent UK Brexit electoral campaign banners state that the UK is showing ‘green shoots of growth’ and the UK economy is creeping out of recession. However the effects of the 2008 recession is still affecting many organisations. On a positive note Apple is boasting 2018 profits of over 53.3 billionand many other businesses are performing well and successfully implementing organisational change. Adopting the role of an organisational development and change specialist, you have been recruited by the Chartered Institute of Personnel and Development, (CIPD) to investigate an organisation of your choice, assessing how it has responded to national / global pressures with specific reference to ‘Managing the People Issues’ and to make commercially viable recommendations to recruit, retain and motivate both prospective and current employees. The CIPD has requested that your research and final repo...
Read more