Strategic markerting 1200 words
mizo
startmarketing.pdf
BCO211 STRATEGIC MARKETING Task brief & rubrics
Task: Growing strategy
You have been hired by Chocolate Tree (https://www.choctree.co.uk/) to assess their product portfolio and, keeping their customers in mind, recommend a
growth strategy that allows them to evolve as a company. Develop a report in which you include:
• Assessment of the target audience in the home country: describe the targeting strategy and the positioning of the company in the market, from the
perspective of customers. Include (at least) one perceptual map and buyer persona.
• Analysis of the PLC: In which stage is your company? Explain why.
• Portfolio analysis: Assess their offering portfolio and develop the BCG matrix. What products and categories do they currently offer? Out of these
products, which ones are dogs, question marks, stars, and cash cows? Justify your analysis with information from the industry (and/or the company)
• Strategic recommendation: Using the Ansoff matrix, recommend one strategy of growth and justify your recommendation.
Formalities:
• Wordcount: 1200 words
• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
• The in-text References and the Bibliography must be in Harvard’s citation style.
Submission: Week 6 – Via Moodle (Turnitin). Deadline is 7th of November 2021, at 23:59h (ECT).
Weight: This task is 30% of your total grade for this subject.
It assesses the following learning outcomes:
• Outcome 1: illustrate how to monitor the dynamic changes in the external environment
• Outcome 2: understand the place of the marketing plan in the overall business plan and apply the knowledge on practice
Rubrics
Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69
Knowledge & Understanding:
audience description (20%)
Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner.
Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.
Student understands the task and provides minimum theory and/or some use of vocabulary.
Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary.
Application: PLC and BCG (30%)
Student applies fully relevant knowledge from the topics delivered in class. PLC is included and explained, and the BCG matrix is extremely well assessed.
Student applies mostly relevant knowledge from the topics delivered in class. PLC is included and explained, and the BCG matrix is well assessed.
Student applies some knowledge from key topics. Misunderstanding may be evident. PLC is included and overall explained, and the BCG matrix is superficially assessed.
Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident. Missing key information.
Critical Thinking: Ansoff matrix and recommendation
(35%)
Student critically assesses in excellent ways, justifies their choice, and develops the tool in an excellent manner.
Student critically assesses in good ways, justifies their choice, and develops the tool in a good manner.
Student provides some insights but stays on the surface of the topic. Further justification is needed. The tool is developed vaguely.
Student makes little or none critical thinking insights, the justification is not included to a satisfactory extent and the selected tool is not properly developed.
Communication (15%)
Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck. References are included in an excellent manner.
Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck. References are included in a good manner.
Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident. References are included in a fair manner.
Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident. References are not included in an appropriate manner.
