MKT306 JULY 2015 TNE FORMATTED v2 1

Marketing Strategy
MKT – 306

Assignment Guide – 2014 -15

Module Leader: Karen Wharton
Email: [e-mail]

Introduction to the Assignment:
Please read all instructions and information carefully. You are required to submit your work under the University Infringement of Assessment
Regulations. Your assignment must be via Jira online submission system in a
Microsoft word (.doc or .docx) or PDF format.
All your assignments must be submitted in conjunction with a Turnitin© report
(only if your centre provides the facility).
You will need to achieve an overall mark of 40% in order to successfully complete this module.

Module Leader - MKT 306

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Assignment:
Mode of Assessment:

Individual Report

Weighting:

100%

Module Assessor:

Issue Date:

Submission Date:

FRIDAY 17th JULY 2015

Word Count:

3500 (+/- 10%)

Assignment Brief:

The task is divided into two parts (Part 1 & Part 2) and candidates are expected to address both.
Your task is to identify an organization, either producer and/or brand owner, involved in the marketing of a brand of savoury snacks (for example: crisps/potato chips, nuts, pretzels, etc). Select either a single product or product line; and then analyse, evaluate and prepare an individual report (3500 words +/- 10%) addressing the following issues…

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 Part 1:


Using appropriate sources, undertake a full marketing audit (internal and external environments) to assess strengths, weaknesses, opportunities and threats to your chosen organisation. Include details about the industry competitive position and market share.



Provide a critical evaluation of the organisation’s competitive edge (USP).
Demonstrate its effectiveness by providing value added to its customers and include other relevant market performance data to underpin your evaluation (e.g. growth, sales trends and/or profitability) of your chosen company.
[Weighting - 50%]

 Part 2:
 Based on your Part 1 analysis select target segment/s and set