Assignment Specification and Assessment Criteria Select an interesting company that has demonstrated either business success or failure. The organisation can be either a domestic or an international company supplying products or services. Using at least five academic references (textbooks and/or journal articles), identify key elements of the marketing strategy that the company has adopted and critically analyse how they have contributed to its success or failure. (Note: You are not allowed to work on the same company that you have used for other modules.) Suggested table of contents: 1. Introduction 2. Assessment of Strategic Success or Failure (brief evaluation of the company’s history and standing; rationalize with evidence e.g. growth, profit, market share) 3. Insight into Strategic Marketing Management Approach - this might include: a) Product-market investment strategy: which products and markets the firms pursues b) Customer value proposition: value delivered, quality produced or other unique selling point, innovation, segments targeted c) Key assets and the competencies: key capabilities, company’s competitive advantage d) Functional strategies and programs: what the firm particularly focuses on e.g. brand building, marketing communications, internationalization, sourcing or distribution e) Any other relevant elements (Note: Please do not use these models in your answer: SWOT, Porter’s Five Forces, BCG, Ansoff or Positioning Maps). 5. Conclusion 6. References 7. Appendices (if any) The assessment criteria include the following: ? The depth and quality of the discussion: ? Good understanding of the business success or failure ? Clear identification and outline of company’s strategic marketing management approach ? Comprehensive outline and discussion of main elements of strategic marketing ? Quality of writing and report presentation (including ability to apply theoretical concepts creatively using up-to-date thinking, grammar, and general structure and layout of the report). 17 ? Referencing (In text citations & Reference List). At least 5 relevant academic references are required for this report. General Layout and Other Specifications of Written Assignment ? This is an individual assignment ? Length of report: 1200 words (10% variation is permitted; word count excludes references, tables & figures and appendices) ? 1st page: UCD assignment submission form, 2nd page: Student’s cover page with indication of word count, title, student name, student number and module code. 3rd page: Table of Contents followed by body of assignment. ? Assignment must be in report format with headings and sub-headings. ? Type written with Times New Roman font size: 12, 1.5 line spacing, standard margins. Single or double side printing. ? Please use Harvard referencing style (UCD library guide on referencing http://libguides.ucd.ie/ld.php?content_id=******) Submission Details: ? Submission Date: 7 Aug 2017