You are required to undertake an individual written paper related to a particular organisation of your choice. The overall aim is to evaluate ways in which changes within this organisation’s MACRO environment might impact upon its marketing strategies and activities.
You will be assessed on your ability to incorporate marketing theory:
Within an evidence-based scenario of a potential change in any of the MACRO environment forces of your chosen organisation:
A) Critically evaluate the company’s strategies for:
- Sustainable competitive advantage
- Segmentation, Targeting and Positioning (STP), and
- Branding
B) Identify and critically assess two opportunities for growth within the organisation’s MACRO environments
C) Make clear links to the marketing theory that underpin your work
D) Write a logical, well-presented, and accurately referenced piece of work
- Beware of sources from the Internet (no Wikipedia or business balls).
- Apart from reputable and academic references that can be downloaded through the Internet (commonly via the University Online library catalogue); most Internet references are not considered reliable for an academic piece of work. Academic journals generally offer a better source than textbooks.