Critically analyse companys current marketing strategy

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Reference no: EM132131762

Assessment Description

This assessment is a culmination piece, in which you will be given an opportunity to combine the information you have accumulated in Assessments 1 and 2. More importantly, you will need to showcase an understanding of marketing issues related to consumer behaviour such as attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making processes.

The Task: Based on the scenario below, you are required to write a 2000-word report. In this report, you must demonstrate an understanding and application of various consumer behaviour concepts and theories by analysing the facts gathered from the video and the survey, and present strategic recommendations. You will be required to incorporate recent peer-reviewed literature in order to justify your proposed recommendations.

Scenario: Imagine that you have just been employed by the company of your chosen FMCG product that you analysed in your earlier assessments. You have recently learnt that the company's customer loyalty has declined over the last year and that repeat purchases are at a historic low.

You have now been asked to prepare a report in which you must critically analyse company's current marketing strategy and marketing communication mix and its alignment to your findings in assessment 1 and 2. More specifically, you will need to determine if identified consumer behavioural factors in previous assessments align with company's current marketing focus. Based on your analysis, you are also required to provide at least three strategic recommendations to the board of directors, along with reasons for recommending further improvements, all of which must be based on scholarly sources.

Assessment Format

The paper is to be presented in a professional report format and cannot exceed 2000 words. In all of the responses, whilst your views are important and must be shared, you must cite consumer behaviour theory to support your position.

Your report MUST follow this professional structure:

Table of Contents
Table of Figures (optional)
Executive Summary (1 page long, no more or less)
Selected FMCG Product Overview (250 words)
Critical Analysis (1150 words)
Strategic Recommendations (600 words) that are logical and feasible.
Appendices (optional)
Reference List (You MUST use Harvard Refencing Style)

NB: Title page, Table of Contents, Table of Figures, Executive Summary, Reference List & Appendices do not count towards the word limit of your analysis

You must use a minimum of 15 references.

Attachment:- Information of Assessment.rar

Verified Expert

Customer behavior and psychology based evaluation of the current strategy of FM CG product make up the report. further there is discussion on recommendations and references are provided as well. The product is Samsung TV.

Reference no: EM132131762

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Critically analyse companys current marketing strategy : MBA404 - Consumer Behaviour and Marketing Psychology - You have recently learnt that the company's customer loyalty has declined over the last year
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Reviews

inf2131762

11/17/2018 2:10:32 AM

Good work.. Really appreciate the this service. I used ExpertsMind so many times and from the beginning to end its a really good communication and service. When talking about the assignment its wonderful and hope I will get really good mark on it. Thanks.

len2131762

10/5/2018 4:44:09 AM

Hi I have attached assignment information along with lecture slide and Previous assignment. In previous assignment i have good solution because because one of your expert gives good style and creative content assignment to my friend.so please take care of it because I get enough score which is . please try to make this assignment best. so please refer MARKING RUBRIC Which is given in Assessment information and make assignment according to that requirement. because this is last assignment, if I did not get passing mark I will gone be fail. Also make sure about referencing and try to put MORE THEN 15 references.

len2131762

10/5/2018 4:42:22 AM

o Mostly correct grammar and spelling are very good but with occasional errors o Ideas/themes have been developed, but connections are not always obvious. o The format chosen for your analysis is appropriate but some improvements would enhance its presentation o Mostly correct in-text referencing and reference list with minor errors throughout and the occasional major error o Errors in grammar and spelling are rare o There is a logical connection between your statements, adding to the readability and credibility of your analysis o Your analysis is professionally presented and has been submitted in the appropriate format o In-text referencing and the resultant reference list are correct, with only the occasional minor error o Correct grammar and spelling throughout the analysis with no obvious errors o There is an obvious and logical connection between your statements, enhancing the structure, synthesis, credibility, and readability of your analysis o Your analysis is professionally presented and exceeds expectations in what is evidently suitable for a high- grade commercial environment o In-text referencing and the resultant reference list are correct, with no errors

len2131762

10/5/2018 4:42:16 AM

Report Format o Spelling and/or grammar is consistently incorrect, impacting on the flow and readability of your analysis o Ideas/themes have not been developed o The format chosen for your analysis lacks thought and consideration for the intended audience o In-text referencing and/or reference list is mostly incorrect or non-existent o Even though grammar and spelling are an issue, they do not detract very much from the readability of your analysis o Ideas/themes have been developed, but your composition lacks connections and integration. o The format chosen for your analysis is appropriate, but major improvements would enhance its presentation o An earnest attempt at in- text referencing is obvious but there are major errors

len2131762

10/5/2018 4:42:09 AM

Research Your research lacks focus because of an unsuitable choice of sources You have selected basic primary and/or secondary sources Your research is focused, drawn from a reasonable selection of primary and secondary sources Your research is focused, complemented by a quality selection and range of primary and secondary sources Your research is extensive and focused, complemented by a quality selection and large range of primary and secondary sources

len2131762

10/5/2018 4:42:03 AM

Strategic Recommendations The quality of your recommendations is poor and/or incoherent. You have drawn some useful recommendations although a more comprehensive analysis of the scenario would have been helpful. You have drawn mostly useful recommendations You have drawn varied, well- researched and compelling recommendations You have drawn dynamic, comprehensive and convincing recommendations

len2131762

10/5/2018 4:41:57 AM

Theory comprehension and application Your analysis identifies and applies minimal or none of the relevant MBA404 theories and concepts. Your analysis identifies and applies the basic MBA404 theories and concepts. Your analysis identifies and applies some of the MBA404 theories and concepts. Your analysis identifies and applies many of the relevant MBA404 theories and concepts. Your analysis clearly identifies and applies all of the relevant MBA404 theories and concepts and does so convincingly.

len2131762

10/5/2018 4:40:56 AM

Criteria NN (Fail) 0 - 49 P (Pass) 50 - 64 CR (Credit) 65 - 74 DN (Distinction) 75 - 84 HD (High Distinction) 85 - 100 Critical Analysis of Identified Issues Your analysis lacks depth, and your interpretation is not relevant You briefly analyse some of the issues and your interpretation is not always relevant You sufficiently analyse most of the issues and your interpretation is well structured You thoroughly analyse and interpret the issues articulately You critically analyse and interpret the issues articulately and convincingly

len2131762

10/5/2018 4:40:47 AM

Late assignment submission penalties Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School “late assignment submission penalties” policy. Number of days Penalty 1* - 9 days 5% per day for each calendar day late deducted from the total marks available 10 - 14 days 50% deducted from the total marks available. After 14 days Assignments that are submitted more than 14 calendar days after the due date will not be accepted and the student will receive a mark of zero for the assignment(s). Note Notwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students

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