Sunderland Faulty of Business & Law Undergraduate Programmes

MKT306 Marketing Strategy

Assignment July 2010 – Individual Report

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 assignments must be submitted to your Study Centre in hard
copy with an accurately and clearly completed Assignment Cover Sheet and an
electronic copy on CD.

Issue Date: Friday 14th May 2010

Hand-in Deadline: Friday 9th July 2010

Word Count: 2500 - 3000 + Appendices

Task

This is an individual assignment as a single report in two parts. (As a guide only; each
part should form approximately half of the final report)

a) Investigation and analysis

Choose an individual brand or product line from either the producer and/or brand
owner, who are involved in the marketing of an oral hygiene product or products.
Investigate and evaluate their marketing strategy using contemporary marketing
tools and techniques however this may be illuminated using examples from other
companies/ organizations.

You can demonstrate the effectiveness of the reported policies for the chosen
company by giving performance data against competitors in the market (e.g.
market share, sales, profitability, etc.).

b) Recommendations

Your remit is to put forward your own suggestions covering changes in marketing
strategy that will improve the future performance of the brand/ product/ product line
for the benefit of the parent company and its stakeholders. Justify your choices
again using contemporary marketing methods and techniques.
These suggestions should be your own ideas but may include marketing tactics
and strategies used by other successful organisations but in different industry
sectors. You will put these suggestions, forward in a written report.

N.B. You should be using publicly available sources. Though the report should
include facts and figures from these sources e.g. journals, newspapers,
magazines, or reference/text books. When these are incorporated they should be
fully referenced.
 Marketing Strategy MKT306
Guidance on the Assignment

Task

This is an individual assignment as a single report in two parts. (As a guide only; each
part should form approximately half of the final report)

What should your assignment contain?

 Title page
 Table of contents
 Summary
 Introduction
 Situational analysis (SWOT) (PESTLE)
 Differential advantage/ Competitive edge (USP)
 Segmentation Targeting & Positioning (STP)
 Marketing objectives and goals (SMART)
 Marketing strategies and programmes (4P’s)
 Conclusion
 Bibliography (with references)
 A n electronic copy on CD

Where does it fit into the report format?

As you’re aiming for a 2500-3000 word report you only need to use the following

Title Section. In a short report this may simply be the front cover. In a long one it
could also include Terms of Reference, Table of Contents and so on.

Summary. Give a clear and very concise account of the main points, main conclusions
and main recommendations. Keep it very short, a few % of the total length. Some
people, especially senior managers, may not read anything else so write as if it were a
stand-alone document. It isn’t but for some people it might as well be. Keep it brief
and free from jargon so that anyone can understand it and get the main points. WRITE
IT LAST, but do not copy and paste from the report itself; that rarely works well.

Introduction. This is the first part of the report proper. Use it to paint the background
to ‘the problem’ and to show the reader why the report is important to them. Give your
terms of reference (if not in the Title Section) and explain how the details that follow
are arranged. Write it in plain English.

Current Situation. (Your Swot Analysis and Differential advantage/ Competitive edge
sections belong here; remember your giving a view of the organization as it is now)
This is where you report the facts as they are now. It will probably have several
sections or sub-sections each with its own subtitle. It is unique to your report and will
describe what you discovered about ‘the problem’.

These sections are most likely to be read by experts so you can use some appropriate
jargon but explain it as you introduce it. Arrange the information logically, normally
putting things in order of priority -- most important first. In fact, follow that advice in
every section of your report.

You may choose to include a Discussion in which you explain the significance of your
findings.
Recommendations. (Your suggested strategy for future development belongs here:
Segmentation Targeting & Positioning (STP) - Marketing objectives and goals (SMART) -
Marketing strategies and programmes – the marketing mix). This is the heart of your report.
What do you suggest should be done? Don’t be shy; you did the work so state your
recommendations in order of priority, and in plain English. Again it will probably have
several sections or sub-sections each with its own subtitle

Conclusions. (What does the current situation mean for the firm) Present the logical
conclusions of your investigation of ‘the problem’. Bring it all together and maybe offer
options for the way forward. Many people will read this section. Write it in plain
English. If you have included a discussion then this section may be quite short.

Appendices. (These do not form part of the word count) Put the heavy details here,
the information that only specialists are likely to want to see. As a guide, if some detail
is essential to your argument then include it in the main body, if it merely supports the
argument then it could go in an appendix.
Marking Scheme

1st (70+%)

An excellent assignment. It demonstrates a high level of understanding of the

learning outcomes. The report provides evidence of significant understanding of
marketing strategy theory/techniques and its application to the selected
organisation. All decisions are logical, coherent, fully justified, explained succinctly
and coherently, but also demonstrates a high level of insight and originality. The
presentation is of a very high standard demonstrating a professional approach
which is generally free of errors.

2:1 (60-69%)

A very good assignment. It demonstrates a reasonably high level of understanding

of the learning outcomes. The assignment provides evidence of understanding of
marketing strategy theory/techniques and its application to the selected
organisation. All decisions are logical, justified and explained however are less
strong in terms of insight and originality. The presentation is of a high standard
and predominantly free from errors.

2.2 (50-59%)

A good assignment. It demonstrates a sound understanding of the learning

outcomes. The report provides evidence of understanding of marketing strategy
theory/techniques and its application to the selected organisation, though this may
be somewhat limited. Most decisions are appropriate however are less strong in
terms of insight, logic and originality. The presentation is adequate.

3rd (40-49%)

A satisfactory assignment. It demonstrates an understanding of the learning

outcomes. The report provides evidence of understanding of marketing strategy
theory/techniques and its application to the selected organisation, although this is
limited. Decisions are appropriate however lack coherence, insight and logic. The
presentation is adequate, but lacks cohesion.

Grade F (<40%)

Unsatisfactory assignment. It demonstrates a lack of understanding of the learning

outcomes. It contains some elements of marketing strategy/techniques applied to
the context however is not wholly appropriate. The assignment lacks logic,
coherence, originality and insight. The presentation is poor with a number of
errors.
Generic Assessment Criteria – Undergraduate
These should be interpreted according to the level at which you are working and related to the assessment criteria for the module
Categories
Grade Relevance Knowledge Analysis Argument and Structure Critical Evaluation Presentation Reference to Literature
86 – The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the qualification. There is also
100% ample excellent evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the work will be exemplary in
all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of argument, interpretation or discourse.
76-85% The work examined is outstanding and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence
showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be outstanding in the majority of the
categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.
The work examined is excellent and is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence
70 – 75% showing that all the learning outcomes and responsibilities appropriate to that level are satisfied At this level it is expected that the work will be excellent in the majority of the categories
cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.
Directly relevant to A substantial Good analysis, Generally coherent and May contain some Well written, with Critical appraisal of up-to-
60 – 69% the requirements of knowledge of relevant clear and orderly logically structured, using an distinctive or standard spelling and date and/or appropriate
the assessment material, showing a appropriate mode of independent thinking; grammar, in a literature. Recognition of
clear grasp of argument and/or theoretical may begin to formulate readable style with different perspectives. Very
themes, questions mode(s) an independent position acceptable format good use of source material.
and issues therein in relation to theory Uses a range of sources
Pass

and/or practice.
Some attempt to Adequate knowledge Some analytical Some attempt to construct a Sound work which Competently written, Uses a variety of literature
50 – 59% address the of a fair range of treatment, but may coherent argument, but may expresses a coherent with only minor lapses which includes some recent
requirements of the relevant material, with be prone to suffer loss of focus and position only in broad from standard texts and/or appropriate
assessment: may intermittent evidence description, or to consistency, with issues at terms and in uncritical grammar, with literature, though not
drift away from this in of an appreciation of narrative, which stake stated only vaguely, or conformity to one or acceptable format necessarily including a
less focused its significance lacks clear theoretical mode(s) couched more standard views of substantive amount beyond
passages analytical purpose in simplistic terms the topic library texts. Competent use
of source material.
40 – 49% Some correlation Basic understanding Largely descriptive A basic argument is evident, Some evidence of a A simple basic style Some up-to-date and/or
with the of the subject but or narrative, with but mainly supported by view starting to be but with significant appropriate literature used.
requirements of the addressing a limited little evidence of assertion and there may be a formed but mainly deficiencies in Goes beyond the material
assessment but range of material analysis lack of clarity and coherence derivative. expression or format tutor has provided. Limited
there is a significant that may pose use of sources to support a
degree of irrelevance obstacles for the point. Weak use of source
reader material.
35 – 39% Relevance to the A limited Heavy dependence Little evidence of coherent Almost wholly derivative: Numerous Barely adequate use of
requirements of the understanding of a on description, argument: lacks development the writer’s contribution deficiencies in literature. Over reliance on
assessment may be narrow range of and/or on and may be repetitive or thin rarely goes beyond expression and material provided by the tutor.
very intermittent, and material paraphrase, is simplifying paraphrase presentation; the
may be reduced to common writer may achieve
its vaguest and least clarity (if at all) only by
challenging terms using a simplistic or
Fail

repetitious style
The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied.
30 – 34% The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence provided shows that some of the
learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in some of the indicators.
15-29% The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence shows that few of the
learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in several of the indicators.
0-14% The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence fails to show
that any of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in the majority or all of the indicators.
Ver 1.3 13/02/2008 SJS