Q The key skill outcome for this module is:- S1 - How to conduct research using relevant marketing journals and business documentation Therefore the focus of this assignment is a secondary research exercise where you have to collect a wide-range of different data sources, evaluate the quality & accuracy of the data from the different sources and apply relevant analytical tools to analyse the data in a structured format. As a professional marketer you will use this skill each and every day. PLEASE NOTE:- IT IS NOT ACCEPTABLE TO COPY ANALYSIS (whether PESTLE/SWOT/PORTER etc) THAT HAS BEEN PREPARED BY ANOTHER PERSON OR ORGANISATION whether from a website or a market research report. YOU NEED TO PROVIDE REFERENCES TO SUPPORT EACH PIECE OF INFORMATION YOU PLACE IN A PESTLE/SWOT analysis etc. Please prepare a report answering the following questions. This should be a maximum of 4000 words excluding references and appendices. Please only include material in the appendices that is mentioned in your answer. Research and analyse current trends within SERVICES Critically evaluate which, are the three most important trends, justify your choices using evidence from your research. (25%) Based on the research you have completed select two companies to research from within the area of services e.g. two consultancy firms, two advertising agencies etc . Compare &contrast how these companies are responding to the changing external environment. Critically evaluate the key opportunities and threats these companies face at present. (35%) Assess the currentcompetitive positioning of these companies. Compare and contrast their current competitive strategies. Make at least two recommendations for each company as to strategies these businesses can use to further develop their competitive advantage to address the issues you have identified in question 2. Please consider which contemporary marketing theories may be useful in developing your recommendations as well as the research sources you have already found. (40%) Please justify why you have selected particular tools or models during your analysis in each section.Provide a list of the references used after each section and ensure you use Harvard Referencing. You many also introduce additional reading if relevant. Assessment Criteria Knowledge and justification of tools/models used Understanding of :- Macro & macro environment Positioning Marketing strategy Critical Evaluation Knowledge and application of relevant marketing theory Range and quality of references – journal articles, book chapters, online material, case studies etc Depth of reflection All are equally weighted and the majority of criteria must be all at the same level within the generic marking criteria to achieve that grade.