Archive for category: Marketing

Assignment Task: Report (2500 words, +/- 10%)

You are required to produce a report, which evaluates how the BrewDog Company can successfully enter the American market with its new none-alcoholic drink “Punk AF” in terms of their market entry options and operational approach.

Your report will need to:-

1. Assess the strengths and weaknesses of the alternative market entry approaches Brew Dog could adopt in entering the US market with the product ‘Punk    AF’

2. Choose the most appropriate ‘market entry approach’ you believe the company should adopt in entering the US. Justify your recommendation and outline the operational challenges the company will face in adopting your chosen approach.

You must ensure that your choice is logical / well justified and meets all of the essential requirements (see below).

Essential Requirements:

• You must base your work and justification using both marketing and operations approaches, either those taught on the unit or from the recommended reading. So the report should include:

–   A brief introduction to the Brew Dog company;

– Identification and evaluation of alternative market entry strategies organizations may adopt when entering into international markets

-Appreciation of the nature of Brew Dog as a company, its products and how these are considered in your discussions.

– Awareness of how operational factors may impact and influence the successful market entry approach you have suggested.

UNIT LEARNING OBJECTIVES:

1.Demonstrate practical knowledge of international marketing and operations management principles.

2.Explain key theoretical aspects of international marketing and operations management.

3.Identify strategic links between International Marketing  and Operational Management strategies.

4.Develop research skills in examining international markets from a marketing and operations perspective.

Assignment Details and Instructions.

The assignment should also contain the following:

·  The output should be structured as a report. This includes a brief introduction to the BrewDog company, together with a summary of your main investigation. Your report must be appropriately referenced using the MMU Harvard Referencing system. All references cited must be listed alphabetically at the end (not included in word count). Headings must be used to structure your report. Font”Calibri”12pt”or”Arial”11pt. Structure: Include the correct title, a brief introduction, main body (discussing the main issues), conclusion and list of references.

Plagiarism:

Students will be penalized if they copy material or re-use the work of others without full acknowledgement (your work must be written in your own words and referenced appropriately).

Assignment Support / Guidance:

In addition to this assignment brief, support will be offered in seminars.  The expectation is that ALL students attend and engage in these sessions.

It is not possible to provide help / support given via email to any student or to provide formative feedback on draft assignments.

Early Career/ World Class Professional Skills (PLOs) being assessed or developed/assessed.

This assignment will help further develop your information gathering capabilities, critical analysis and thinking skills as well as enhance your written communication skills for employability and life-long learning.

1. Identify data and interpret information through analysis and synthesis with literature    (PLO1)

2. Enhance effective communication skills (PLO2)

3. Identify and explain global context (PLO4)

Also take note of the comments and expectations outlined in relation to being professional in the detailed tasks above.

Assessment Brief

*This document is for CU Group students for their own use in completing their assessed work for this module and should not be passed to third parties or posted on any website. Any infringements of this rule should be reported to  

Assessment Type: Coursework	Assessment Number: 1	Study Mode: Full-time	Weighting: 80%
Submission Date: Click or tap to enter a date.	Submission Time: 18:00		Assignment 1 of 2

 

Introduction:

The motor car sector has been facing viability challenges globally and particularly in Europe, mainly because of changes in regulations and consumer trend.  The share of diesel cars in UK continue to drop from 49% in 2016 to 31.7 % in 2018 (Statista 2019). The consumer appetite for cleaner electric vehicles in response to mitigating against CO2 emissions has had a profound impact on diesel and petrol cars sales decline. New regulations on CO2 emission reduction has challenged car manufacturing companies to be innovative in order to remain competitive. In a stringent monitoring regime, the VW Group was caught using “defeat devices” designed to circumvent emissions test in over 600 cars sold in USA in 2015, BBC (2018). McKay (2015) confirmed that VW’s admittance in falsifying diesel tests has damaged the diesel motor industry reputation amid global shift towards cleaner environmentally friendly cars.  The future competition in the sector lies in strategic innovative operations yet electric cars are still very expensive with the popular Nissan Leaf selling at £27,999 including government grant, Nissan (2019)   In this context, you work for Nissan UK and the new Head of Marketing Department is keen to understand how they can increase their market share in the electric car market. Therefore, you have been tasked to prepare a written brief to assess the sector’s current situation with regards to their approach in deploying an electric car marketing strategy.   This assignment provides an opportunity for learners to critical study marketing; that is, the application of a range of marketing techniques and concepts to a number of different environments within a contemporary organization.

 

Completion of this assignment will address the following learning outcomes:
1	Analyze and critically comment on the role of effective marketing in order to achieve organizations objectives.
2	Critically evaluate the organizations current markets and/or sectors within which it operates.
3	Evaluate contemporary marketing techniques and their use in Global and International markets.
4	Critically examine skills of a marketing manager and analyze their role in the effective management of the marketing team.
5	Critically assess the impact and value of a brand from a number of different stakeholder perspectives.
6	Differentiate between an organizations marketing campaigns in different international markets.

 

Task:

Your new Head of Marketing Department wants a better understanding of the electric car sector market and its challenges. They have asked you to assess the sector from a marketing perspective and they want you to prepare a Marketing Plan on the marketing approach required to generate more business. Requirement Produce a 4000-word Marketing Plan which this should cover the following:   1.Critically analyze the importance of an effective marketing planning process in relation to Nissan’s context (LO1, LO2). 2.Critically evaluate needs and techniques for controlling marketing activities within the product area and justify areas for further marketing development. This will need to include a review and assessment of the marketing techniques and business strategies needed to increase sales internationally and globally (LO3, LO5 L6).   3.Examine and critically assess the skills needed in the role of a marketing manager and analyze their role in the effective management of the marketing team to specifically develop global and international business (LO4).

 

Guidance notes and considerations

Late Submission

If you are not able to complete your coursework on time due to extenuating circumstances, the ONLY way to receive an extension (up to 5 working days) or a deferral (anything longer than 5 working days) is to contact a Registry team member located at your specific CU site.

* Extenuating circumstances are defined by CU as ‘genuine circumstances beyond your control or ability to foresee, and which seriously impair your assessed work’.

* Please note that you will need to provide third party evidence to support your reasoning for requiring an extension or deferral.

* Your course tutor is NOT able to approve an extension or a deferral, if you have not completed the official forms and had your request approved your work will count as not submitted and receive a zero mark.

Plagiarism and Malpractice

* You are encouraged to check the originality of your work by using the draft Turnitin links on your Moodle Web.

* Collusion between students (where sections of your work are similar to the work submitted by other students in this or previous module cohorts) is taken extremely seriously and will be reported to the academic conduct panel. This applies to all coursework and exam answers.

* A marked difference between your writing style, knowledge and skill level demonstrated in class discussion, any test conditions and that demonstrated in a coursework assignment may result in you having to undertake a Viva Voce in order to prove the coursework assignment is entirely your own work.

* If you make use of the services of a proof reader in your work you must keep your original version and make it available as a demonstration of your written efforts.

* 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 university, unless this is specifically provided for in your assignment brief or specific course or module information.

Where earlier work by you is citable, i.e. 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.

Submission Guidelines

There should be a title page which clearly identifies the following;

* Student number                                  * Name of the module

* Title of the Assessment                       * Assessment number

* Word count

The word count identified includes quotations, but excludes the bibliography and unless specifically stated, encompasses a discrepancy of + or – 10%.

Banding	Knowledge and Understanding (30%)	Critical Analysis, Evaluation and Application of Theory (30%)	Quality of Research (20%)	Academic Writing (20%)
90-100%	Exceptional knowledge base exploring, critically analyzing and evaluating the discipline and its theory with extraordinary originality and autonomy.	Demonstrates an exceptional command of relevant critical analytical and/or evaluative techniques, and the ability to apply these to new and/or abstract information and situations. Shows an exceptional appreciation of the limits and/or appropriate uses of particular analytical approaches, where relevant. Knowledge and understanding of theory, where relevant, is of an exceptional detail. High level of appreciation of the limits of theory demonstrated throughout the work, where relevant Approach to assessment task is clearly, appropriately and consistently theoretically informed across all relevant learning outcomes.	Exceptional exploration of wider academic sources with a high degree of independent learning which exceeds the assessment brief. Sources have been accurately interpreted and integrated with flawless synthesis, leading to innovative and interesting ideas.	Exceptional answer with coherent and logical presentation of ideas. The answer exhibits a clear argument/line of reasoning with flair and originality. Discipline specific vocabulary used with precision and academic style applied well throughout. No language errors present and referencing in the CU version of Harvard has been employed in an accurate manner.
80-89%	Outstanding knowledge base exploring, critically analyzing and evaluating the discipline and its theory with clear originality and autonomy	Demonstrates an outstanding command of relevant critical and/or evaluative analytical techniques, and the ability to apply these to new and/or abstract information and situations. Shows an outstanding appreciation of the limits and/or appropriate uses of particular analytical approaches. Knowledge and understanding of theory, where relevant, is of an outstanding detail. Appreciation of the limits of theory demonstrated throughout the work. Approach to assessment task is clearly, appropriately and consistently theoretically informed across all relevant learning outcomes.	Outstanding exploration of wider academic sources with a high degree of independent learning which exceeds the assignment brief. Sources have been accurately interpreted and integrated with a high degree of synthesis, leading to innovative and interesting ideas.	Outstanding answer with coherent and logical presentation of ideas. The answer exhibits a clear argument/line of reasoning with flair and originality. Discipline specific vocabulary used with precision and academic style applied well throughout. No language errors present. Referencing in the CU version of Harvard has been employed in an accurate manner.
70-79%	Excellent knowledge base that supports critical analysis and/or evaluation and problem-solving in theory and/or practice within the discipline, with considerable originality	Makes excellent use of a range of relevant critical analysis and/or evaluative techniques, and applies these to new and/or abstract information and situations. Shows well developed ability to compare alternative theories and apply them to the context of the assessment task and all learning outcomes. Demonstrates a detailed, accurate, systematic theoretical understanding. Appropriately selected theoretical knowledge is integrated into the overall assessment task and all learning outcomes.	Excellent exploration of wider academic sources with evidence of independent learning which may exceed the assignment brief. Sources have been accurately interpreted and integrated, with accurate synthesis of research leading to original and interesting ideas.	Excellent answer with coherent and logical presentation of ideas. The answer exhibits a clear argument/line of reasoning with flair and originality. The answer is entirely relevant and focused. Discipline specific vocabulary used with precision and academic style applied well throughout. No language errors present. Referencing in the CU version of Harvard has been employed in an accurate manner.
60-69%	Very good knowledge base that supports critical analysis and/or evaluation and problem-solving in theory and/or practice within the discipline, with some originality displayed.	Makes good use of established techniques of critical analysis and/or evaluation, relevant to the discipline. Shows a developing ability to compare alternative theories and/or analytical approaches, where relevant. Shows a systematic and accurate understanding of key theories, where relevant, which are appropriately applied within the context of the assessment task and learning outcomes.	Very good evidence of wider academic reading and independent learning. Sources have been accurately interpreted, integrated, with evidence of synthesis leading to original ideas.	Very good answer with coherent and logical presentation of ideas. The answer is relevant and focused with a clear argument/line of reasoning. Discipline specific vocabulary is used well and academic style applied throughout. Minor language errors may be present but do not impact on clarity of expression. Referencing in the CU version of Harvard is accurate.
50-59%	Good knowledge base that supports some critical analysis and/or evaluation and problem-solving in theory and/or practice within the discipline.	Good use of established techniques of critical analysis and/or evaluation, relevant to the discipline. Sound descriptive knowledge of key theories, where relevant, with some appropriate application	Good evidence of wider academic reading and independent learning. Sources have been interpreted and integrated, with some attempt at synthesis	Good answer with coherent and logical presentation. The answer is largely relevant but lacks focus at points. Evidence of an argument/line of reasoning. Discipline specific vocabulary is used and academic style applied throughout. Minimal language errors are present but does not impact on clarity. Referencing in the CU version of Harvard is mostly accurate.
40-49%	Satisfactory knowledge base demonstrating comprehension and formulation of basic knowledge with some omissions at the level of theoretical understanding. Limited ability to discuss theory and solve problems within the discipline.	Makes satisfactory but limited use of established techniques of critical analysis and/or evaluation, relevant to the discipline. Selection of theory, where relevant, is satisfactory but application and/or understanding is limited.	Satisfactory evidence of wider academic reading, but with minimal attempt to move beyond the recommended texts. Interpretation of sources is acceptable, but there may be some instances of misunderstanding. Poor synthesis of theories and concepts within the discipline.	Satisfactory answer with some attempt at coherence and logical presentation. The answer contains some irrelevant material and lacks focus at points. Some discipline specific vocabulary is used and an attempt at academic writing style is made. There is an attempt at an argument/ line of reasoning. Some language errors may be present which impacts on clarity at times. Referencing in the CU version of Harvard is mostly accurate but with some errors.
35-39% (Marginal Fail)	Outcomes not or partially met. Restricted knowledge base. Limited understanding of discipline and ethical issues. Difficulty with linking theory and problem solving in discipline.	Attempts at critical analysis and/or evaluation are ineffective and/or uninformed by the discipline. Knowledge of theory inaccurate and/or incomplete, where relevant. Choice of theory inappropriate. Application and/or understanding is very limited.	Limited evidence of wider reading at an academic level. Sources used may be inappropriate and interpreted poorly. Little evidence of integration or synthesis of discipline specific theories and concepts.	Answer is limited and lacks coherence and logical presentation. The answer contains irrelevant material and lacks focus throughout with no argument/line of reasoning. Language errors are present and impact on clarity of expression. No attempt at using discipline specific vocabulary and inconsistent application of academic writing style. Referencing in the CU version of Harvard is inconsistent.
0 – 34%%	Little or no evidence of knowledge base. Little evidence of understanding of discipline. Significant difficulty with theory and problem solving in discipline.	Lacks any critical analysis and/or evaluation. Absence of relevant theoretical content and/or use of theory, where relevant.	Inadequate or no evidence of reading at an academic level with poor application of sources and ideas. Answer is likely to include inappropriate references which are misunderstood and not integrated. Possibility of plagiarism OR no evidence of academic research. Answer may not be research based.	Answer is inadequate with serious flaws in coherence and presentation. Poorly structured with multiple language errors which impact on clarity. No attempt at subject specific vocabulary or inaccurately used. No evidence of academic writing style. Weak application of CU version of Harvard referencing style.