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Faculty of Business and Law
Assignment Brief Academic Year 2019/20
Module Title: Marketing Strategy Assignment
Number
1
Module Code: 303MKT Assignment Title Strategic Marketing Report
Assignment
Weighting
50%
Release Date: September/October
2019
Module Leader
Submission
Date/Time:
Submission
Time and Place:
Submission through
Turnitin ONLY
Assessment Information
This assignment is designed to assess learning outcomes:
2. Critically evaluate the contribution of strategic marketing to the overall strategic management of
organisations and the pursuit of sustainable competitive advantage.
3. Apply strategic marketing frameworks and concepts to solve marketing problems.
This assignment is an individual assignment.
This assignment requires you to produce a strategic marketing report for Greenfish Design relating to the
Midnight Pebble product.
Greenfish Design Limited: Midnight Pebble
Green Fish Design Ltd was founded by Coventry University Engineering Academic Dr Phil Green. Phil has a
PhD in the area of carbon fibre composites and has held multiple academic roles. His career has spanned
both academia and industry having worked for Jaguar Landrover as a lead engineer. Having experience of
both industry and academia Phil has been able to research and develop new innovative products that have
real world application. Evidence of this can be seen in his role in the development of D30, a flexible, pliable
material that locks together and hardens in the event of collision, this material has found application in
areas such as electronic device protection and body armor for high impact sports. As part of this process
Phil has also been nominated for the Popular Prize at the European Inventors Awards 2019 after spinning
out the d30 business back in 2003 which is now a highly successful on-going business.
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Following the successful development and commercialisation of D30 Phil wanted to develop a new product
around his interest in photoluminescent materials. Photoluminescent is the process whereby luminescence
is created by the absorption of visible light. This light is stored as energy and is released as visible light,
which appears to glow in the dark. This phenomenon has application for areas such as wrist watches, paint
and emergency exit signs. Phil wanted to see if there was an application of this technology to solve a
domestic problem and began to search for a problem to solve. During this process Phil created a number
of ideas and prototypes whilst being careful to consider existing patents. Patents are a legal protection
granted by the government to the inventor to prevent people from making or using an invention without
their permission. The problem Phil identified was that people often take a glass of water to bed, however
at night when they want a drink of water there is a risk of knocking over the glass. This could result in a
smashed glass, but also the risk of spilling water on expensive electronic devices such as smart phones or
tablets. In order to provide a solution to this problem the Midnight Pebble has been developed.
The Midnight Pebble is a drinks coaster which people can use to place beverages on (see appendix 1 for
images). The Midnight Pebble has a circular aluminium alloy ring, with the centre of the coaster being a
photoluminescent clock face. The pebble emits light at night which shines up through the beverage
container (ideally a glass) which sends out a pleasant green light into the room. The type of light emitted
has been researched heavily and identified as a hue that doesn’t disrupt sleep. To make the product
patentable a clock face was added to the product where the photoluminescence also back lights the hands
of an analogue clock. Three different clock face designs were used for the initial production representative
prototypes. The design was developed around rapid assembly and is made up of simple quality components
which provide a high-quality finish. The initial batch of components were sourced from the UK, China and
Hong Kong and were assembled in the UK. The patent for the design of the product is for Great Britain
only, and means that no similar product can be developed and sold within the UK. Having developed the
product Phil has sold 600 units over the last seven years, however due to other commitments he has been
unable to dedicate enough time to really drive the product forward. The main channels through which the
product has been sold through are selling directly to online retailers as well as bricks and mortar gift shops.
Gift shops have shown the most promise, as having a store assistant explains the product has helped
consumers buy into the concept/utility of the product. Additionally, when selling to retailers they tended
to want to purchase from a supplier that supplies multiple products, rather than just one.
The original business model of Greenfish Design Ltd was to license the design/patent to an organisation in
order to earn royalties, rather than becoming a supplier of the product. As mentioned previously Phil has
not had the time to allocate resources to the business, and as a result Green Fish Ltd has stopped trading
as a company, however the patent has been renewed each year and is now in the 9th year out of the twenty
year life of a patent. Currently Phil has a back stock of around 400 units available for immediate sale. The
unit cost to manufacture a product is £4.50 (providing 5000 units are ordered) and unit cost will increase
in situations where smaller orders are made. The recommended retail price of the product is around £20
the trade price being around £7.50. Moving forward Phil would like to create a sustainable business
through a licensing agreement with an existing company or a start-up organisation. The product is
considered as commercially viable as it has a large potential market, barriers to entry due to the patent, as
well as being well designed and highly functional. You are now required to develop a report to help find a
solution for Phil.
The report to be structured as follows;
– Short Introduction (detailing structure)
– Marketing Audit (External and Internal Analysis) and SWOT
– Objectives and Growth Strategies.
– Marketing mix moving forward
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The owners would like you to seek information from sources such as Mintel for use in the external analysis,
however for the internal analysis only the client brief should be used. The owners want to see in depth
analysis of the situation and an evidence-based argument for any future strategies.
Mark Allocation Per Section
Structure of report 10%
Marketing Audit (including SWOT), Indicative Mark Allocation broken
down as follows: –
External Analysis – 12%
Internal Analysis – 12%
SWOT – 6%
30%
Objectives and Growth Strategies 25%
Marketing Mix 25%
Coherence of the Report (Does the report link together well) 10%
Please use the above guidance for the word count for each section in the report.
Criteria for Assessment (Generic)
Class
Mark range
Guidelines
Class I
90 – 100%
80 – 89%
70 – 79%
In addition to that for 80 – 89% below, an outstanding answer that
could hardly be bettered. High degree of understanding,
critical/analytic skills and original research, where specified.
Outstanding in all respects.
In addition to that for 70 – 79% below, the answer will demonstrate
an excellent level of understanding, presence of clear description,
critical/analytical skills or research, as appropriate.
Answer entirely relevant to the assignment set. Answer will
demonstrate clear understanding of theories, concepts, issues and
methodology, as appropriate. There will be evidence of wide-ranging
reading and/or research, as appropriate, beyond the minimum
recommended. Answers will be written/presented in a clear, wellstructured
way with clarity of expression. At level 3, evidence of
independent, critical thought would normally be expected.
Class II : I
65 – 69%
Answer demonstrating a very good understanding of the
requirements of the assignment. Answer will demonstrate very good
understanding of theories, concepts, issues and methodology, as
appropriate. Answer will be mostly accurate/appropriate, with few
errors. Little, if any, irrelevant material may be present. Reading
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60 – 64%
beyond the recommended minimum will be present where
appropriate. Well organised and clearly written/presented.
A good understanding, with few errors. Some irrelevant material may
be present. Well organised and clearly written/presented. Some
reading/research beyond recommended in evidence.
Class II : II
55 – 59%
50 – 54%
Answer demonstrating a good understanding of relevant theories,
concepts, issues and methodology. Some reading/research beyond
that recommended may be present. Some errors may be present and
inclusion of irrelevant material. May not be particularly wellstructured,
and/or clearly presented.
Answer demonstrating a reasonable understanding of theories,
concepts, issues and methodology. Answer likely to show some
errors of understanding. May be significant amount of irrelevant
material. May not be well-structured and expression/presentation
may be unclear at times.
Class III
45 – 49%
40 – 44%
An understanding demonstrated, but may be incomplete and with
some errors. Limited use of material with limited reading/research
on the topic. Likely to be poorly structured and not wellexpressed/
presented. Irrelevant material likely to be present.
Basic understanding demonstrated, with some correct description.
Answer likely to be incomplete with substantial errors or
misunderstandings. Little use of material and limited
reading/research on the topic in evidence. May be poorly structured
and poorly expressed/presented. Some material may be irrelevant to
the assignment requirements.
Marginal fail
35 – 39%
Some relevant material will be present. Understanding will be poor
with little evidence of reading/research on the topic. Fundamental
errors and misunderstanding likely to be present. Poor structure and
poor expression/presentation. Much material may not be relevant to
the assignment.
Fail
30 – 34%
20 – 29%
0 – 19%
Inadequate answer with little relevant material and poor
understanding of theories, concepts, issues and methodology, as
appropriate. Fundamental errors and misunderstandings will be
present. Material may be largely irrelevant. Poorly structured and
poorly expressed/presented.
Clear failure to provide answer to the assignment. Little
understanding and only a vague knowledge of the area. Serious and
fundamental errors and lack of understanding. Virtually no evidence
of relevant reading/research. Poorly structured and inadequately
expressed/presented.
Complete failure, virtually no understanding of requirements of the
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Specific Grading Criteria
External Analysis (12%)
Section/Poi
nts
0 1-2 3-4 5-6 7-8 9-10 11-12
External
Analysis
Missing
altogether
or
completely
wrong e.g.
students
describe
the
framework
s rather
than
applying
them.
Very poor,
framework
s used
incorrectly.
Poor
sources
used and
no
implication
s. Poor
classificatio
n within the
attempt.
Attempts to
use the
framework
s but could
do with
better
application
and
sources.
One
element
missing or
poorly
developed.
(If one of
the
PESTEL of
Porter’s
is missing
then start
on a 5/6
grade).
PESTEL
and
Porter’s
complete
d. Some
of the
implicati
ons are
slightly
lacking
and there
is the
potential
for higher
quality
sources
to be
used.
PESTEL and
Porter’s
completed
fully and with
good analysis.
High quality
sources used.
Implications
are well
explained/an
alysed.
Some sources
could be
stronger
Perhaps could
be a little
more
innovative in
the content.
PESTEL and
Porter’s
completed fully
and with strong
analysis.
Implications are
presented
concisely and
have clear
relevance to the
case.
PESTEL and
Porter’s
completed fully
and with
excellent
analysis. High
quality sources
used such as
MINTEL.
Interesting
issues raised.
Concisely
written and to
the point.
Internal Analysis (12%)
Section/
Points
0 1-2 3-4 5-6 7-8 9-10 11-12
Internal
Analysis
No analysis
section
included.
Very poor,
random
points
made, the
framework
isn’t used.
Students
haven’t
completed
the full
analysis
with
sections
missing,
some
relevant
points
made.
Good use
of the
framewo
rks,
perhaps
one or
two
points
are
incorrectl
y
explained
or
placed.
Good
analysis, all
elements
covered,
perhaps a few
points could
have clearer
implications,
but still
strong.
Strong analysis
given, clear
points made,
perhaps lacking
in refinement,
but overall very
strong.
Superb work, all
elements
covered, and
information is
comprehensive.
Written
concisely and to
the point, very
professionally
presented/argu
ed.
SWOT Analysis (6%)
Section/
Points
0 1 2 3 4 5 6
assignment. Material may be entirely irrelevant. Answer may be
extremely short, and in note form only. Answer may be
fundamentally wrong, or trivial. Not a serious attempt.
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SWOT Missing or of
very little
relevance/value.
A very
poor
attempt
but
some
merit.
Clear and
comprehensive,
could be more
focused.
Very good,
balanced
and
informative.
Some basic
errors
made.
Very clear
and
professional,
key points
identified
but could be
more
accurate in
places.
Very clear,
concise and
professional,
key points
identified
and
presented.
Could be
more
analytical.
Strong analysis
demonstrated,
concise, analytical
and well
balanced/presented.
Objectives and Growth Strategy (25%)
Section/Points 0 1-4 5-8 9-12 13-16 17-20 21-25
Objectives
and Growth
Strategy
Missing or of
very little
relevance/value.
Completely
lacking in
coherence
and content,
no analysis,
weak.
Lack of
understanding
show, very
poor
objectives,
clearly a poor
piece of work.
Elements
missing.
Poorly worded
objectives, or
not fully
developed/not
SMART Some
attempts to
discuss
strategic
approaches
but lacking in
analysis.
Needs to be
more accurate
and follow the
requirements
of the brief.
Very good
objectives.
Some
relevant
points
made but
lacking
accuracy
in places.
Could do
with some
better
analysis of
the
options.
Well-argued
strategic
options, clear
rationale for
the choice
made. Well
presented.
Strong analysis
demonstrated.
Could improve
clarity and
conciseness
further.
Written in a
suitable tone.
Clear and
wellarticulated
objectives,
excellent
application
of theory,
potential
options
discussed,
clear use of
previous
analysis to
come to a
conclusion
on most
appropriate
strategic
approach
moving
forward.
Coherence
with
previous
points
made.
Marketing Mix (25%)
Section/Points 0 1-4 5-8 9-12 13-16 17-20 21-25
Marketing Mix Missing or of very
little relevance/value.
Marketing mix
is completely
irrelevant, no
real value in
the work.
Marketing mix
is incomplete
or of a poor
quality, no
links with past
sections, no
real practical
relevance.
Some good
points made,
could be
more
accurate,
only small
links with the
previous
section and
the mix is a
little
disjointed.
Very good
marketing mix,
clearly
articulated,
relevant points
made, links
with previous
sections/
strategy could
be stronger.
Very highquality
marketing
mix, clearly
realistic, links
well with the
previous
sections,
perhaps
neglected to
link up all
elements.
Superb
marking mix,
concise and
complete,
links
perfectly
with the
strategic
approach
and
objectives
(no loose
ends).
Structure of the Report (10%)
Section/Points 0-2 3-4 5-6 7-8 9-10
Structure of the
report
Lots of sections
missing, or
Poor
presentation,
Structure isn’t
followed fully
Structure or
presentation has
Professional
presentation and full
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structure is
completely wrong,
presentation is
very weak.
structure is
muddled or
sections are
missing.
and
presentation
could be better.
some very minor
issues, but
overall is
excellent.
structure is present,
superb overall.
Coherence of the Report (10%)
Section/Points 0-2 3-4 5-6 7-8 9-10
Coherence of the
report.
Report lacks any sort
of coherence, random
structure.
Report is lacks
coherence, however
attempts have been
made to link the audit to
the rest of the report.
Some new information
bought in that doesn’t
link.
Report demonstrates a
good level of coherence.
Excellence level of
coherence, some
elements are perhaps
not fully linked.
Completely flawless
levels of coherence.
Well thought out
and organised to
ensure the plan is
fully integrated.
Word Count
The word count is 2000 words.
There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding
or below the word limit by 10% or more.
The word limit includes quotations and tables but excludes diagrams and the bibliography.
How to submit your assessment
•
Your
coursework
will
be
given
a
zero
mark
if
you
do
not
submit
a
copy
through
Turnitin.
Please
take
care
to
ensure
that
you
have
fully
submitted
your
work.
•
All
work
submitted
after
the
submission
deadline
without
a
valid
and
approved
reason
(see
below)
will
be
given
a
mark
of
zero.
•
The University wants you to do your best. However we know that sometimes events happen which
mean that you can’t submit your coursework by the deadline –
these events should be beyond your
control and not easy to predict.
If this happens, you can apply for an extension to your deadline for
up to two weeks, or if you need longer, you can apply for
a deferral, which takes you to the next
assessment period (for example, to the resit period following the main Assessment Boards). You must
apply before the deadline.
You will find information a bout the process and what is or is not considered to be an event beyond
your control at https://share.coventry.ac.uk/students/Registry/Pages/Deferrals-and-Extension.aspx
•
Students
MUST
keep
a
copy
and/or
an
electronic
file
of
their
assignment.
•
Checks
will
be
made
on
your
work
using
anti-plagiarism
software
and
approved
plagiarism
checking
websites.
GUIDELINES
AND
BACKGROUND
TO
THIS
ASSIGNMENT
Plagiarism
As
part
of
your
study
you
will
be
involved
in
carrying
out
research
and
using
this
when
writing
up
your
coursework.
It
is
important
that
you
correctly
acknowledge
someone
else’s
writing,
thoughts
or
ideas
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and that you do not attempt to pass this off as your own work. Doing so is known as plagiarism. It is
not acceptable to copy from another source without acknowledging that it is someone else’s writing
or thinking. This includes using paraphrasing as well as direct quotations. You are expected to correctly
cite and reference the works of others. The Centre for Academic Writing provides documents to help
you get this right. If you are unsure, please visit www.coventry.ac.uk/caw. You can also check your
understanding of academic conduct by completing the Good Academic Practice quiz available on
Moodle.
Self-plagiarism or reuse of work previously submitted
You must not submit work for assessment that you have already submitted (partially or in full), either
for your current course or for another qualification of this and any other university, unless this is
specifically provided for in your assignment brief or specific course or module information. Where
earlier work by you is citable, ie. it has already been published/submitted, you must reference it
clearly. Identical pieces of work submitted concurrently will also be considered to be self-plagiarism.
Self-plagiarism is unacceptable because you cannot gain credit for the same work twice.
Moodle includes a plagiarism detection system and assessors are experienced enough to recognise
plagiarism when it occurs. Copying another student’s work, using previous work of your own or
copying large sections from a book or the internet are examples of plagiarism and carry serious
consequences. Please familiarise yourself with the CU Harvard Reference Style (on Moodle) and use
it correctly to avoid a case of plagiarism or cheating being brought. Again, if you are unsure, please
contact the Centre for Academic Writing, your Progress Coach or a member of the course team.
Return of Marked Work
You can expect to have marked work returned to you within ten working days of submission. If for any
reason there is a delay you will be kept informed. Marks and feedback will be provided online/in class/face
to face. As always, marks will have been internally moderated only, and will therefore be provisional; your
mark will be formally agreed later in the year once the external examiner has completed his / her review.
APPENDIX 1 – Midnight Pebble Images
Midnight Pebble Nautical
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Midnight Pebble Aviator
Midnight Pebble Roman
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