Business and marketing philosophies and concepts

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Reference no: EM132198415

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

Learning Outcomes

Upon successful completion of this module, students will have demonstrated Knowledge

K1 - That they understand the merits of particular marketing concepts when applied to selected business situations.

K2 - That they can understand the potential impact of factors in the external environment on the marketing activities of organisations.

K3 - That they have understanding of the major decisions that organisations confront in satisfying market-place needs.

K4 - That they understand market planning in organisations.

Skills

S1 -How to conduct research using relevant marketing journals and business documentation

Task

Context: You are to select an organsiation that produces a range of branded Savoury Snacks - the sector offers a variety of products including potato crisps, corn chips/ tortillas, puffed and baked snacks, crackers, pretzels, savoury biscuits, popcorn, meatsnacks, peanuts and other snack nuts.

You are thenewly appointed Marketing Manager of this category of products. Your role is to evaluate the implementation of market opportunity to launch a completely new and appealing savoury snack brand in a country of your choice.

In your role as Marketing Manager:

Part 1. Using appropriate knowledge of business and marketing philosophies and concepts, critically evaluate the strengths of the organisation's strategy in delivering value with respect its current brands and customers.

Part 2. Research and evaluate the dynamics and trends within the marketing environment. Produce a situational analysis identifying the key factors that underpin the opportunities and challenges for a new branded savoury snack. Based on this, ‘suggest' the potential target market and include a proposed market research proposal that would enable you to qualify and underpin your ‘suggestion'. (note - you are not expected to undertake the market research)

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

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.
Studentsare expected to critically evaluate marketing management with application to the organisation'sexisting savoury snack brands.In doing so, students will consider how the organisation delivers value through the adoption of business and marketing philosophies and concepts; these may include,however are not limited to; market orientation andholistic marketing approaches.

Part 2.
Students should apply relevant frameworks to critically evaluate the external environment for this category of products. Students must demonstrate that they have undertaken researchusing 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 evaluatewhat is relevant and significant for the organisation. Students will propose a market research strategy - students are not required to undertake primary research

Part 3.
From the knowledge gained in Part 1 and the evaluation undertaken in Part2 students will identify key opportunities to launch a new sustainablesavoury snack brand. These will form the basis of objectives and recommendations. With reference to the marketing management processand holistic marketing management approaches students will make recommendations on segmentation targeting and positioning (STP) strategy, brand building, shaping the market offering, implementation and control. It is expected that recommendations will be underpinned with relevant theory and organisational case studies.

Attachment:- Assessment Brief.rar

Verified Expert

The solution entails the Marking Strategy of the company Pringles ( A Snack company) in Hong Kong. The solution contain in total 3500 words and has been done by using the Harvard Referencing system.The solution contain details regarding strategies, promotions, environmental concerns etc. which are related to providing an effective marketing strategy.

Reference no: EM132198415

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Reviews

len2198415

12/19/2018 9:43:29 PM

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.

len2198415

12/19/2018 9:43:22 PM

35 – 39% Relevance to the requirements of the assessment may be very intermittent, and may be reduced to its vaguest and least challenging terms A limited understanding of a narrow range of material Largely descriptive or narrative, with little evidence of analysis A basic argument is evident, but mainly supported by assertion and there may be a lack of clarity and coherence Some evidence of a view starting to be formed but mainly derivative. Numerous deficiencies in expression and presentation; the writer may achieve clarity (if at all) only by using a simplistic or repetitious style Barely adequate use of literature. Over reliance on material provided by the tutor.

len2198415

12/19/2018 9:43:15 PM

40 – 49% Some correlation with the requirements of the assessment but there are instances of irrelevance Basic understanding of the subject but addressing a limited range of material Some analytical treatment, but may be prone to description, or to narrative, which lacks clear analytical purpose Some attempt to construct a coherent argument, but may suffer loss of focus and consistency, with issues at stake stated only vaguely, or theoretical mode(s) couched in simplistic terms Sound work which expresses a coherent position only in broad terms and in uncritical conformity to one or more standard views of the topic A simple basic style but with significant deficiencies in expression or format that may pose obstacles for the reader Evidence of use of appropriate literature which goes beyond that referred to by the tutor. Frequently only uses a single source to support a point.

len2198415

12/19/2018 9:42:58 PM

50 – 59% Some attempt to address the requirements of the assessment: may drift away from this in less focused passages Adequate knowledge of a fair range of relevant material, with intermittent evidence of an appreciation of its significance Significant analytical treatment which has a clear purpose Generally coherent and logically structured, using an appropriate mode of argument and/or theoretical mode(s) May contain some distinctive or independent thinking; may begin to formulate an independent position in relation to theory and/or practice. Competently written, with only minor lapses from standard grammar, with acceptable format Uses a good variety of literature which includes recent texts and/or appropriate literature, including a substantive amount beyond library texts. Competent use of source material.

len2198415

12/19/2018 9:42:53 PM

60 – 69% Directly relevant to the requirements of the assessment A substantial knowledge of relevant material, showing a clear grasp of themes, questions and issues therein Comprehensive analysis - clear and orderly presentation Well supported, focussed argument which is clear and logically structured. Contains distinctive or independent thinking; and begins to formulate an independent position in relation to theory and/or practice. Well written, with standard spelling and grammar, in a readable style with acceptable format Critical appraisal of up-to-date and/or appropriate literature. Recognition of different perspectives. Very good use of a wide range of sophisticated source material.

len2198415

12/19/2018 9:42:38 PM

76-85% The work examined is excellent 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 excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse and some evidence of originality. 70 – 75% The work examined is of a high standard and there is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is clearly articulated evidence demonstrating that all the learning outcomes and responsibilities appropriate to that level are satisfied At this level it is expected that the standard of the work will be high in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.

len2198415

12/19/2018 9:42:31 PM

Generic Assessment Criteria – Postgraduate These should be interpreted according to the level at which you are working Categories Grade Relevance Knowledge Analysis Argument and Structure Critical Evaluation Presentation Reference to Literature Pass 86 – 100% 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 unequivocal 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.

len2198415

12/19/2018 9:42:20 PM

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 handed in to the Learning Resource Centre, in the library, with an accurately and clearly completed Assignment Cover Sheet. It should also be submitted through Turnitin. 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.

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