Marketing Strategy

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 a brand of wristwatch either single a product or a product line. Investigate and evaluate the marketing strategy of the producer/brand owner using contemporary marketing tools and techniques. This may however 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. Please do not just restate the strategies used buy your chosen firm but outline your own ideas for improved performance. 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 using the Harvard referencing system. This is an individual piece of work. The work must be original (Data gained from published sources and referenced is exempted) – if there is evidence of any work that is not wholly attributable to you, the University’s policy on Cheating, Collusion and Plagiarism will be applied. Summative feedback will be provided on the coversheet of the assignment. Submission 1. All students are required to submit assessed work through Turnitin 2. All students are normally required to submit two copies of their assessed work. One copy must be submitted though Turnitin and one paper copy should be submitted to the study centre to be forwarded to the University of Sunderland. 3. All students must (with the paper copy submission) submit a Turnitin receipt. 4. The penalty for students who do not submit their assessed work through Turnitin is that their mark is withheld and the assessment board may deem the work to have failed. 5. Students may submit drafts through Turnitin prior to submission and generate reports prior to submission. The last submission prior to the deadline will be deemed to be the final submission for assessment purposes. N.B. You will need to allow 24 hours between submissions through Turnitin to generate a fresh/new/different report so please do not leave submission to the last moment.