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Demonstrate an assured practical understanding of the different marketing mix strategies, both tactically and strategically. 8. Identify, articulate and analyse the nature of change and challenges facing the innovative business, including strategies and techniques for managing change in the face of an uncertain and constantly evolving commercial environment.

Demonstrate an assured practical understanding of the different marketing mix strategies, both tactically and strategically. 8. Identify, articulate and analyse the nature of change and challenges facing the innovative business, including strategies and techniques for managing change in the face of an uncertain and constantly evolving commercial environment. 9. Have an assured understanding of key issues and developmental frameworks for evaluating entrepreneurial and innovative ventures and applied practices. Key Content • Price and pricing: ? Objectives and policies ? The marketing mix – costs ? Effects of competition, demand factors • Distributions: ? Strategy ? Distribution mix • Distribution channels ? Choice of channel ? Physical distribution ? Channel costs ? Channel support Style: Part B – Individual assignment – structured report. Parameters: Your individual assignment for Part B should be no more than 1200 words “Marketing plays an important role in strategic planning. It provides market information and other inputs to help prepare the strategic plan. In turn strategic planning defines marketing’s role in the organisation…. It is with a strategic plan as a context that a marketing plan is developed”. (Kotler, Burton, Deans, Brown, & Armstrong, 2013, p 58). A successful business relies on the ability of the marketer to develop and implement effective marketing strategies. In Part B of this assessment you are required to explain, justify, and evaluate elements of the marketing strategy for your own business enterprise. Your strategy should support your business objectives, be suitable for the business environment, and be implemented effectively in order to deliver value to both the customers, and the business. You will also be required to relate your analysis to the ‘AAI’ case-study, which is included within the ‘Casestudies and Readings’ booklet. Requirements: 1. Briefly explain the focus and location of your business, and…; a. Explain how you intend to deliver superior value to your customers, whilst at the same time, “Capturing ongoing value for the firm”. (Kotler, Burton, Deans, Brown, & Armstrong, 2013, p 28) b. Compare your approach to creating value, with AAI’s strategy for providing customer value, and capturing value for the business 2. Contrast your intended competitive strategy, with the strategy implemented by AAI; a. Explain your approach to the assessment of your potential competitors b. Identify and justify your planned competitive strategy, and your intended competitive positioning c. Compare and explain your competitive strategy and competitive positioning, with the competitive situation, and competitive strategy of AAI. 3. Explain and justify your product strategy; a. Define and classify your product / service offering b. Identify your key target market and justify approach to segmentation c. With reference to product attributes, explain how you will provide the product benefits required by your target market ;Assessed Learning Objectives – 1, 2, 3, 4, 5, 6, 7, 8, 9 ReferencesJayakumar, T. (2014). AAI: clash for the Indian skies. Ivey Business School , 1-16. Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2013). Marketing (Ninth edition). Frenchs Forest NSW: Pearson Australia. O’Higgins, E. (2011). Ryanair: the low fares airline – future destinations? In G. Johnson, R. Whittington, & K. Scholes, Exploring Strategy (ninth edition) (pp. 618-629). Harlow: Pearson Education Ltd. Page | 17 Assessment 2 – GBE804 Marketing Concepts & Strategies; Marking Schedule Student Name:_____________________________________________ Ref Subject Marks Part A Marketing Concepts 1 Short answer Part B 1 Definition of focus, location, value of project business; • Purpose of business, and business location, are explained • Approach to delivery of customer value is defined, justified • Analysis of strategy for capturing value for the firm is provided • Relevant analyses, and contrasts between project and case business, are outlined; value creation explained; compared (300 words) /6 marks 2 Business competitive strategies and positioning; • Approach to the assessment of potential business competitors is briefly explained • Intended competitive strategy, and planned competitive positioning, are defined and critically appraised • Respective business competitive strategies, and approaches to competitive positioning, are identified, compared, and evaluated • Evaluation demonstrates understanding of applicable concepts; and use of appropriate analytical tools (400 words) /6 marks 3 Product strategy and target market; • Business product/service offering is defined, classified; explained • Target market is identified and the intended approach to segmentation is clearly explained • Strategy to deliver required product benefits (attributes – quality, features, design), is critically examined • Evaluation demonstrates understanding of applicable concepts; and use of appropriate analytical tools (500 words) /10marks 4 Delivery; • Spelling, Grammar, Presentation, Readability, and….; • APA referencing /3marks 5 Adjustments (e.g. late submission; exceeding word-limit)

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