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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 assignment must be handed in to the
University of Sunderland Learning Resource Centre .



  !

Upon successful completion of this module, students will be able to:

„ 

1. Explain the nature of marketing strategy and its significance for the
organisation
2. Assess the drivers and factors affecting the choice of marketing
strategies
3. Evaluate appropriate models and techniques that aid the strategic
marketing process
4. Analyse contemporary marketing issue s and problems in a strategic
context

„ c
1. Apply research skills
2. Demonstrate interpreting advanced information and marketing data
handling skills
3. Assess communications skills to develop effective relationship
marketing


 ! Individual report

"# 
! 100%

  ! Stephen Storey

$
%
&
! Monday 11th April 2011

"'
! 2500 - 3000 + Appendices



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

 

    
 

p
 p

p
pp 

Choose an individual brand or product line from either the producer and/or
brand owner who are involved in the marketing of a WASHING MACHINE (a
household consumer good). 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.).



p


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.

å You should be using publicly available sources. Though the report

should include facts and figures from these sources e.g. journa ls,
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 .

"# #  
 #(  ) 
As you are aiming for a 2500 -3000 word report, you only need to use the
following:

i

 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.

p Give a clear and very concise account of the main points, main
conclusions and main recommendations. Keep it very short. 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 so me people it might as well be. Keep it
brief and free from jargon so that anyone can understand it and get the main
points. "*+,+ c , but do not copy and paste from the report itself; that
rarely works well.



 This is the first part of the report proper. Use it to paint the
background to µthe 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 E nglish.

¢
p
 (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 µthe
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.


p
?(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

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

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 .
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