Marketing

COURSE CODE BCO 316 COURSE NAME: INDUSTRIAL MARKETING Final Assessment Task brief & rubrics

Task

• This is an individual task.

• The task focuses in applying the concepts studies in class in a “real” case. The objective is to apply the theory learnt in class.

• You should upload a document which may also include any relevant tables and diagrams

Think in the Catering market (restaurant service offered to companies). Imagine that you are the GM of Sodexo and you have to decide all the strategy for your company. The goal of the task is to describe all what it is needed to fix the strategy of the company. You should treat the next areas:

- Situation analysis: SWOT. Compare with the competitors COMPASS GROUP PLC, ARAMARK , ACCOR and others… (Focus on multinational company or you can fucus specific markets where Sodexo operate)

- Definition of objectives - Marketing strategy:

o Segmentation o Positioning o Digital strategy

- Planning o Service o Price o Types of customers o PromotionFormalities:

• wordcount between 2500 words.

• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

• Font: Arial 12,5 pts.

• Text alignment: Justified.

• The in-text References and the Bibliography have to be in Harvard’s citation style.

It assesses the following learning outcomes:

• Have an in-depth understanding of B2B market opportunities. • Have a systematic understanding of how theoretical concepts can be applied in business markets. • Apply and assess the tools for B2B marketing strategy development and implementation.

Rubrics

Excellent 90-100%

Good 80-89%

Fair 70-79%

Marginal fail 60-69%

Fail <60%

Knowledge (40%)

Demonstrates

exceptional

knowledge and

understanding of

key concepts.

Demonstrate

good knowledge

and

understanding of

key concepts-

The report

demonstrates a

satisfactory level of

knowledge and

understanding of

key concepts at

this basic level.

Demonstrates

limited knowledge

and understanding

of the key

concepts.

Demonstrates

extremely poor

knowledge and

lack of

understanding of

the key concepts.

Application (30%)

All analytical tools

studied are

applied very well

and highly

relevant insight is

drawn from

them.

Most analytical

studied tools are

applied well and

relevant insight is

drawn from

them.

Some analytical

tools studied are

applied well

although there

may be some

minor

misunderstandings.

Some relevant

insight may be

drawn.

Some

misunderstandings

may be in

evidence for one

or two tools.

Limited insight

drawn from

analysis.

There is almost

no attempt to

apply tools

Evaluation (20%)

There is

exceptional

evidence of

evaluation and

justification of

recommendations

There is some

good evidence of

evaluations of

concepts and

justification of

recommendations

There is some

evidence of

evaluation of the

concepts and

justification of

recommendations

There is little

evidence of

evaluation of

concepts and

justification of

recommendations

There is no

virtually no

evidence of

evaluation of

concepts and

justification of

recommendations

Communication (10%)

The management

report is

communicated

extremely

coherently, and

referencing is

accurate

throughout

The management

report is

communicated

quite clearly, and

referencing is

fairly accurate but

there are some

issues in terms of

spelling and

structure

The management

report

communicates the

ideas in a mostly

coherent way but

there are some

errors and some

errors in

referencing which

are not accurate

The management

report is

understandable

but is

communicated

poorly and

referencing is

inaccurate

The management

report is

extremely poor in

terms of

referencing

(inaccurate or

absent) and tends

to be incoherent

or insufficient

(length) in terms

of conveying

ideas