MBA

Marketing

MBA 7003
Semester 2 2016 – 2017

Assignment One (of one)

(50% module weighting)

Designing a soft drink product aimed at children for the UK market.

You have been asked by your Managing Director to develop a new market offering. Targeting
the UK market, you need to design and deliver a new drink offering into an already cluttered
marketplace. This means that you need to create a specific market space for your new drink
with a clear target audience and strategy. Firstly, you need to research the macro-
environment to determine current trends in the UK market. Then you need to develop the
company’s strategy and positioning. Finally, you must recommend what your company must
do to attract customers and how the customer experience will be developed.

(Please remember that the analysis will inform your choice of market opportunity so do not
try to develop the drink offering first).

The report should include:

1. A tailored macro-environmental (PESTEL) analysis showing sources of information

from acceptable and reliable sources AND highlighting the key issues facing the
company (35%)

2. The development of your company’s marketing strategy (think about the

segmentation, targeting and positioning and long-term strategic direction) (30%)

3. Specific recommendations in relation to the market offering for the proposed target
audience. (What will you be marketing? How will you develop a positive customer
experience? Think about how you communicate and distribute your offering. What sort
of pricing point will you use given your position in the marketplace? (35%)

You should do this by clearly explaining the main theoretical concepts of marketing and the
complexities of the international environment AND applying them specifically to this scenario.

Your word-processed report (approximately 3000 words in length) should be submitted by

Friday 5th May 2017 via Turnitin on Moodle.

Supporting information and help

When developing your macro-environmental analysis, some areas that you may consider
are:
  Political and legal: Governmental attitudes and support, laws and regulations
affecting marketing, selling and production activities, laws on foreign
ownership, investment and /or joint ventures.
 Economic and competitive: Local economic conditions, taxes, import duties
and tariffs, competitive structures, unemployment, disposable income (add
referenced data and figures).
 Sociocultural: language, social structures, customs, trends, acceptable
behaviour,
 Technological: Technological sophistication, impact of technology on
distribution systems, impact of technology on marketing communications,
improvements in manufacturing productivity;
 Environmental: Cultural pollution, waste, Corporate Social Responsibility.

Make sure that your marketing offering (new or old marketing mix) supports your strategy.

Summarised from those identified in the Cardiff Metropolitan Academic

Handbook

% mark Description
0 Non-presented work, name only, plagiarism, collusion
1-9 Notes of little relevance to the question, or only an introductory paragraph, or one or two
scattered thoughts.
10-19 Some notes relevant to the question, but without coherence. Little evidence of getting
beyond the proposal.
20-29 The answer may ramble around the general area of the question without specifying a
basic question. The work has little development, coherence or structure. No evidence of
criticism, synthesis or evaluation.
30-39 Significant errors may be present. The answer is poorly planned with little clear train of
thought or development of argument. Some evidence of ability to collate information
and construct generalisations but with limited comment on the weighting of evidence
option.
40-49 The answer demonstrates an understanding of the major or basic issues in the question.
Evidence of an effort and significant data collection with a satisfactory level of analysis
and judgement including a statement of the criteria. Evidence of selection of appropriate
material, logical structure and clear argument. Overall framework is sensible and
accurate.
50-59 Evidence of ability to state and defend on the basis of evidence a personal position in
relation to an issue or aesthetic. Evidence of ability to evaluate information and
synthesise generalisations from it. Clear evidence of selection of appropriate material,
logical structure and clear argument.
60-69 Evidence of ability to maintain a personal position in original terms, showing a
command of the accepted critical positions with some attempt at innovation. Sound use
of relevant factual knowledge and theoretical issues presented in a lively, articulate and
controlled manner.
70-79 Evidence of the ability to consistently and forcefully maintain a personal position in
original terms with some original insights, providing comprehensive and accurate
coverage of the question and issues under consideration. Evidence of wide but focused
reading presented in a highly articulate style.

80-89 Evidence of excellent understanding of the question under consideration and the
complexity of the issues involved. Theoretical considerations are used to underpin the
overall design and the relevance of factual information. Some measure of original and
creative thinking. Evidence of wide reading with a critical focus.

90-100 Beyond the received critical or conceptual positions with evidence of creative and
intelligent innovation, consistently and forcefully expressed. An exceptional and
outstanding submission providing insight which would not normally be available
publicly, which adds to the discipline area and would with editing be publishable.
Superior organisation and comprehensiveness taking into account word limit and time
scale.

MBA Assignment (level 7 50% weighting)

Student number(s)

70 60- 50- 40- 35- FEEDBACK

ASSESSMENT CRITERIA -35%
+ 69 59 49 39
A tailored macro-environmental 35%
(PESTEL) analysis showing sources
 of information from acceptable and
reliable sources AND highlighting
the key issues facing the company

The development of your company’s

marketing strategy (think about the
segmentation, targeting and
positioning, growth and long-term 30%
strategic direction)

Specific recommendations of the

market offering for the proposed
target audience. 35%

SOURCES REFERENCING
( Harvard referencing)
OVERALL FEEDBACK

1stMarked by: Signed: Dated: GRADE

Second Markers’ comments (if relevant):

2nd Marked by: Signed: Dated: FINAL

External Examiner comments (if relevant):

Module JACS Subject Code(s) and % of each ASC Category(ies)

Module Title Number subject
Marketing MBA7003 N550 7
Level (3-8) Credits ECTS Module Value % Taught in Welsh Module Type
7 20 10 1.0 0 Taught
Teaching Period Pre-requisites
Semester One None
Module Leader School(s) Campus
Katherine Mutter Cardiff School of Management Llandaff
Assessment Methods
Assessment Type Duration/Length of Weighting of Approximate Date of
Assessment Type Assessment Submission
Integrated Assignment / 3,000 words 50% Mid-semester
Coursework
Integrated Assessment / 3,000 words 50% End of semester
Examination
Aim(s)
 To provide students with a practical understanding of how the dynamics of the market, the business
environment, customer trends and behaviour and the organisation’s own capabilities impact upon its ability to
develop and deliver profitable customer propositions.
 To apply key theories, concepts and techniques to develop an in-depth understanding of a market
 To develop appropriate marketing strategies and plans.
Learning Outcomes
At the end of this module, students should be able to:
 Demonstrate a critical understanding of the role and function of marketing in a variety or market and
organisational contexts.
 Critically evaluate and utilise marketing research data and methods to a given marketing situation.
 Apply and evaluate the principles of organisational and environmental audits to inform marketing strategies,
decisions and objectives.
 Develop and justify a marketing plan and mix for a given target market.

Learning and Teaching Delivery Methods

Lectures will be used to present basic concepts and principles. Seminars will be used to discuss and explain specific
problem areas. Students will also be expected to complement this study with self-directed learning.
Indicative Content
 The marketing concept: theories and concepts, planning, organisational context (B2C/B2B/NfP)
 Dynamics of the marketplace: supply/demand, types of market, competitiveness
 Consumer behaviour: purchasing models/factors, decision making unit, purchasing
 Market segmentation/STP: methods of segmentation, targeting strategies, positioning
 Marketing research techniques: primary/secondary, quantitative/qualitative
 Analysing of research data to inform marketing strategies and plans
 Internal audits: organisational/marketing capabilities- strengths/weaknesses
 Environmental audits: micro/macro/global, market opportunities/threats
 Developing marketing strategy: SWOT/TOWS analysis
 Strategic decisions: market selection, positioning, competitive stance, growth
 Operationalising the marketing mix for a target segment (4P/4C/7P)
o Product: categories, goods/services, lifecycle, USP/FAB, portfolio, new product dev’t
o Price: role of price, break-even/contribution, strategic/tactical pricing strategies,
o Place: role of distribution, channels, emergence of retail/e-tail channels, logistics
o Promotions: aims of promotion, promotional mix, push/pull/profile, IMC
o 7Ps: goods vs services, physical evidence, people, processes

Recommended Reading & Required Reading

Required Reading:
Armstrong, G., Kotler, P., Harker, M., Brennan, R., (2016), Marketing: An Introduction 3/E, Pearson
Blythe, J., (2009), Principles and Practice of Marketing, Cengage Learning
Hooley, G., Piercy, N.F., Nicolaud, B., (2012), Marketing Strategy & Competitive Positioning 5th Ed, FT Prentice Hall
Lee, K., & Carter, S., (2012), Global Marketing Management, Oxford
McDaniel, C. J.r., Gates, R., (2012), Marketing Research 9th Ed International Student Version, Wiley

Recommended Reading:
Aaker, D., (2010), Strategic Marketing Management: Global Perspectives, Wiley
Aaker, D., (2010), Marketing Research, 10th Ed International Student Version, Wiley
Blythe, J., (2012), Essentials of Marketing, Pearson
Bradley, N., (2010), Marketing Research: tools & techniques, Oxford University Press
Chaffey, D., Ellis-Chadwick, F.,(2012), Digital Marketing: Strategy, Implementation & Practice, 5/E, Pearson
DePelsemaker, P., Kenhove, P., Janssens, W., Wijnen, K., (2008), Marketing research with SPSS, FT Prentice Hall
Doole, I., Lowe, R., (2012), International Marketing Strategy, Cengage Learning,Keegan
Hollensen, S., (2012), Essentials of Global Marketing, 2/E, Pearson
Lamb, C.W., Hair, J.F., McDaniel, C., (2012), Essentials of Marketing, Cengage Learning
McDonald, M., (2011), Marketing Plans- How To Prepare Them, How To Use Them, Wiley
Solomon, M., (2012), Consumer Behavior: Global Edition, 10/E, Pearson
Wilson, M.S., Gilligan, C., (2005), Strategic Marketing Management, CIM/Elsevier (e-book)
Wood, M.B., (2010), Essential Guide to Marketing Planning, FT Prentice Hall

Journals:
Marketing
Journal of Consumer Research
European Journal of Marketing
Journal of Marketing Research
Irish Marketing Review
Marketing Management Journal
Journal of Consumer Behaviour
Journal of Strategic Marketing
Journal of Marketing
Journal of International Marketing

Other Sources:
Chartered Inst Mktg (CIM) www.cim.co.uk
Marketing Week www.marketingweek.co.uk
Financial Times www.ft.com
The Times www.timesonline.co.uk

Access to Specialist Requirements

Mintel, KeyNote and Mint/DataMonitor market research reports