MS P Assessed Coursework 2015 1 Essay

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ASSESSMENT

Assessed Groupwork

i. Marketing plan: objectives, strategy and tactical decisions for years 1-5 (10%)

Your plan should address the following for the Allround brand,

assessment: market analysis evaluation of Allround brand performance

marketing strategy: objectives target segment(s) target competitor(s) positioning marketing mix strategies

forecasts/targets: marketing budget to support strategy sales, market share, profitability key assumptions and risks

One printed copy of your plan should be submitted by noon to the MSc Office on Friday 28th February. A soft copy of your plan should be submitted online via WebCT Vista – receipt for your online submission must be provided when handing in your printed copy. The limit for the main body of your report is 1000 words (excluding figures, tables and appendices). Appendices should be used to provide supporting information, analysis, forecasts.

Assessment for the plan will be based on your

Understanding of the nature and process of marketing strategy formulation the principles and practical challenges of strategy formulation and implementation decisions

Ability to apply a disciplined approach to the analysis of marketing problems and resolution through the selective use of tools for analysis, strategy formulation and implementation present and communicate information in writing and deliver logical arguments use financial and other quantitative analysis to evaluate current and projected company performance and/or market opportunities use IT for marketing applications and to support information and data retrieval.

ii. Performance review Years 1-9
(20%)

In the time that you have been responsible for managing Allstar’s OTC cold medicine brands you have undoubtedly grown in your knowledge of the industry, refined your strategy and gained some insights with regard to implementation. Your task is to advise the new management team who will be taking over the Allstar’s cold medicine brands (now that you’ve promoted). In your report which will be passed on to your successors you should explain:

explanation of market development (as you experienced it)

evaluation of brand performance (compared to original plan; changes made; mistakes and/or sensational ideas)

future prospects and key success factors for Allstar brands going forward

any necessary future adjustments to elements of the marketing strategy (if at all)

One printed copy of your report should be submitted to the MSc Office by noon on Friday 28th March. A soft copy of your report should be submitted online via WebCT Vista – receipt for your online submission must be provided when handing in your printed copy. The limit for the main body of your plan is 2500 words (excluding figures, tables and appendices). Appendices should be used to provide supporting information, analysis, forecasts and must contain your peer evaluation form.

Assessment of the report will be based on

Your understanding of

the practical challenges of marketing strategy implementation decisions

the issues facing marketers in the allocation and customization of marketing resources to support brands.

Your ability to

apply a disciplined approach to the analysis of marketing problems and resolution through the selective use of tools for analysis, strategy formulation and implementation present and communicate information in writing and deliver logical arguments use financial and other quantitative analysis to evaluate current and projected company performance and/or market opportunities use IT for marketing applications and to support information and data retrieval.

GROUP WORK

1. Working in groups
Effective group work depends on all group members playing a role and taking collective responsibility for the tasks to be undertaken. Time spent at the outset in thinking about how the group will operate and be managed will help develop a strong group dynamic and give all group members confidence to participate.…