1 SOE11440 Marketing within the Global Economy Project 2 Assessment Developing Competitive Advantage 1. Context You are Marketing Director for any company of your choice. This project is designed to reflect the practical side of marketing strategy and asks you to convert the academic theory you learn in your lectures and reading into practical direction for your company. Your company is embarking on a Strategic Planning Process taking a 3-year view. You are responsible for the strategic marketing part of the plan and in particular the area of future competitive advantage. Wilson, R. M.S., Gilligan, C., and Pearson, D. (1992) describe the first 3 stages of the strategic marketing planning process thus: • Where are we now? (Strategic and marketing analysis) • Where do we want to be? (Strategic direction and strategy formulation) • How might we get there? (Strategic choice) 2. Instruction You are expected to create a formal paper for your board and your marks will be based on the relevance of this paper to the following:2 You will be assessed on your ability to: a. Critically evaluate the company’s current strategies for sustainable competitive advantage b. Set out the desired competitive position 3 years from now c. Offer clear recommendations on what the company needs to do to achieve that position d. Write a logical, well-presented and accurately referenced piece of work The length of your paper should be 2,500 words +/- 10%. The word count limit is there to test your skills of conciseness and focus. You are strongly advised to keep your work relevant to the subject matter. Key sections with suggestions as to word count: Contents Approximate Word Count Weighting 1. Brief summary statement of the economic environment your company is likely to be operating in 200 10% 2. Where are we now? Evaluation of current competitive advantage 650 25% 3. Where do we want to be? Our competitive position in 3 years’ time 900 30% 4. How do we get there? Clear recommendations on what the company needs to do to achieve 3. above 750 25% 5. Bibliography (not included in the word count) 10% You will be awarded marks for each of the above sections from F6-D5 with weightings applied to each.