Description

Summative Assessment
Individual Coursework (30%): One 3,000 word assignment

 Assignment Brief
You have been appointed as a senior Marketing Executive for Blackberry UK. As part of your
role you are required to address the following issues:
Q1 Conduct an industry analysis to identify key opportunities and threats within the UK.
(15 marks)
Q2 Identify an appropriate segmentation and targeting strategy for a new Blackberry
product. (15 marks)
Q3 Identify the positioning objective(s) of this new product and design a positioning
strategy based on achieving this objective(s). (20 marks)
Q4 Using the product/service life-cycle model, outline appropriate marketing strategies
for your new product at each stage of its life-cycle. (30 marks)
9
Q5 On what basis (competitive advantage) would the new Blackberry product compete in
the market place in the long-run? (20 marks)
5.4 Guidance for the individual questions
As you would expect, this assessment is looking for evidence of an understanding of the core
principles of the areas of marketing encompassed by the assignment as well as application
of the principles to the company / situation in the assignment.
Students who simply repeat chunks of the textbook and students who simply ‘theory
dump’ without evidence of real understanding and application will not pass.
Top mark students will show e.g. critical awareness, compare and contrast and otherwise
show insights into the concepts and ideas and their application.

Q1 Conduct an industry analysis to identify key opportunities and threats within the UK.
(15 marks)
• A comprehensive analysis of all three levels using a recognised industry analysis
model(s).
• Highlighting key areas within each level with an appropriate level of explanation
for the key areas.
• Identification of key strengths, weaknesses, opportunities and threats resulting
from the industry analysis.
• Prioritisation of opportunities and threats based on the industry analysis and
overall business objectives.
• Supported with referenced and up-to-date evidence throughout.
Q2 Identify an appropriate segmentation and targeting strategy for a new Blackberry
product. (15 marks)
• Identification of the relevant segmentation criteria to be used for the segmentation
strategy (from the various segmentation categories).
• Clear rational and justification provided for the segmentation strategy.
• Identification of the relevant targeting strategy from the various options available.
• Clear rational and justification provided for the targeting strategy.
• Supported with referenced and up-to-date evidence throughout.
Q3 Identify the positioning objective(s) of this new product and design a positioning
strategy based on achieving this objective(s). (20 marks)
• Identification of the key positioning objective(s) based on the segmentation and
targeting strategies.
• Development of the positioning strategy linked to a communications plan.
• Clear rational and justification for the positioning and communications strategies.
• Supported with referenced and up-to-date evidence throughout.
Q4 Using the product/service life-cycle model, outline appropriate marketing strategies
for your new product at each stage of its life-cycle. (30 marks)
• Identification and explanation of the characteristics at each stage of the PLC.
10
• Identification of a range of relevant marketing strategies at each stage of the PLC.
• Selection and justification of the key strategies at each stage of the PLC.
• Supported with referenced and up-to-date evidence throughout.

Q5 On what basis (competitive advantage) would the new Blackberry product compete in
the market place in the long-run? (20 marks)
• Identification of the main competitive advantage approaches/strategies.
• Identification of the appropriate strategy based on a clear rational and justification.
• Identification of how the strategy will be maintained in the long run.
• Supported with referenced and up-to-date evidence throughout.

 

Solution

1.0 The Marketing Environment Model Analysis

The business environment includes all factors and considerations that have a direct or indirect influence to the operations of an organisation. The internal environment consists of those activities within its control that determine to a large the success of the organization. They include production, research and development, workforce and finances. The micro environment consists of the stakeholder groups that a company associates with and has regular dealings with. Although the firm do not have control over them, their activities have a direct and a big impact on the organization. They are suppliers, customers, competitors and distributors. The macro environment, involves the factors that are outside the direct control of the business and those that affect not only the organisations but also all organizations in the same industry. They include political, economic, social and technological factors.

1.1 Internal Environment

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