Assignment 1: Case Study Analysis Core Information: Due: Due by 11.00pm AEST, Sunday 5th August 2018 Weighting: 30% Individual/Group: Individual Assignment Word limit: No more than 1500 words (plus or minus 10%). Assignments that exceed 2000 words w

Cover sheet

Front matter – check requirements

(Separate pages)

Beginning of essay or report:

Introduce topic – move from general to more specific; give brief background, explain why marketing is important, scope of report, core concepts and companies. Tell the reader what the report will cover (This report will analyse the marketing strategies of…..) (10 marks)

Section 1 – Key point case study #1:

Describe company A context; give examples of marketing process, explain competitive gain and support from theory/research using references. Explain reasons for advantage. Link back to your main topic. (15 marks)

Section 2 – Key point case study #2: Describe company B context, give examples of marketing process, explain competitive gain and support from theory/research using references. Explain reasons for advantage. Link back to your main topic. (15 marks)

Section 3 – Key point #3 marketing success evidence: Discuss / explain sustained marketing success for each case/organisation; give detailed and objective examples/ support of competitive advantage from research studies with references. (20 marks)

Section 4 – Key point #4: analysis and explanation: explain sustained marketing success of each organisation; links to theories, models and concepts to explain success; apply theories/concepts to cases; use of analytical tools to assess marketing-related strategies. (35 marks)

Conclusion – sum up key points from each section, the main reasons for competitive advantage and lessons learnt from the overall analysis. No new information in the conclusion! (10 marks)