1. ASSIGNMENT – BMMS5103
MAY SEMESTER 2012
MARKETING STRATEGY – BMMS5103
ASSIGNMENT (60%)
PURPOSE OF ASSIGNMENT
The purpose of the assignment is to enable students to write a critical analysis
of marketing–s
synergistic relationship with strategy. The marketing function provides
important feedback for
strategic planning in a company.
ASSIGNMENT OBJECTIVES:
The assignment has the following objectives:
1.
To explain strategic planning and it–s relatedness to the company–s mission,
objectives
and goals.
2.
To identify strategies for designing the business portfolio, growth and
functional planning.
3.
To be able to outline the marketing process and the development of the marketing
mix.
4.
To define and explain the concepts of target consumers with appropriate
marketing
strategies for competitive advantage.
5.
To evaluate electronic business in relation to strategic planning and marketing.
ASSIGNMENT QUESTION (Marks 50%)
All marketing strategies are meant to be applied when there is a viable market.
If such a market
does not exist then nothing works. Therefore, an organisation has to be
realistic when
considering market strategies. Organisations resources are scarce and spreading
resources too
thin can be fatal. Thus, a –me-too– strategy may not provide the competitive
advantage for an
organisation. Understanding which market has the most potential will allow your
business to
exploit and gain a sustainable competitive advantage.
There are five strategic dimensions; Market-scope strategy, Market-geography-
strategy, Market-
entry strategy, Market-commitment strategy and Market-dilution strategy
1.
Explain each strategic dimension with appropriate examples. Explain the
usefulness of
each strategy for different types of products and services.
2.
Provide an evaluation on how each strategy would be suitable or unsuitable for
your
selected product or service.
3.
Discuss the implications of your recommended marketing strategy in relation to

2. your
selected product or service. Please clarify how your recommended marketing
strategy
would result in a sustainable competitive advantage for your organisation.
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3. ASSIGNMENT – BMMS5103
2
Note: The grade for this assignment will be considered in terms of originality
and the overall
ability of the student to evaluate and apply marketing strategies realistically
in the context of real
business world. Any plagiarism and/or lack of correct referencing will be
penalized or be
awarded a fail grade.
PRESENTATION (Marks 10%)
You will be required to deliver a presentation at the end of the semester with
the following
guidelines:
1. Presentation needs to highlight the important points of your assignment with
your
opinions.
2. Presentation needs to be in Microsoft PowerPoint slides for a duration of 5
-10 minutes.
3. Presentation will be held at the end of the semester (Seminar 5). Online
students are
exempted from presenting.
ADDITIONAL GUIDELINES / ASSIGNMENT FORMAT:
. Your assignment should be typed on A4 paper using 12-point Times New Roman and
1.5
spacing.
. Your assignment should NOT exceed 2500 words, not including appendix and
reference.
. Your must provide references. References should use the American Psychological
Association (APA) format
. References should include the latest journal/book publication (year 2007 and
onwards).
. You are to submit a softcopy of your assignment via email. You must receive
acknowledgement email from your facilitator to confirm submission.
. Plagiarism is not acceptable. If you are not sure what is meant by plagiarism,
refer to the
various websites which discuss this matter, e.g.
owl.english.purdue.edu/handouts.
. Plagiarized assignments will receive a –Fail– mark.