Upon successful completion of this assessment, students will be able to have
Knowledge and Understanding
Explain the nature of marketing strategy and its significance for the
Assess the drivers and factors affecting the choice of marketing strategies.
Evaluate appropriate models and techniques that aid the strategic marketing
Analyse contemporary marketing issues and problems in a strategic context.
Interpretation of advanced information and marketing data handling skills.
Assessing communications skills to develop effective relationship marketing.
The task is divided into two parts (Part 1 & Part 2) and candidates are expected to
Your task is to identify an organisation (producer and/or brand owner), that is
involved in the marketing of sporting footwear e.g. Reebok, Nike etc and then
analyse, evaluate and prepare an individual report of 3,500 words (+/- 10%)
addressing the following issues.
Using appropriate sources undertake a full marketing audit (external and internal
environments) of your chosen organisation. Include details about the
organisation’s position relative to other industry members including details on their
Provide a critical evaluation of the organisation’s competitive edge (USP) over
other brands in the marketplace. Demonstrate the organisation’s effectiveness by
providing an evaluation of competitive performance. This should include relevant
market performance data to underpin your evaluation, for example market growth,
sales trends, profitability etc.
Based on your Part 1 analysis you should now choose a brand from the
organisations portfolio and:
Select customer segment/s for the brand, explaining your choice.
Set clear marketing objectives to increase brand awareness, market share, and
growth in sales volume and/or profitability.
Recommend marketing strategies, based on the application of the marketing mix
to your chosen brand.
Benchmarking against other successful organisations or companies preferably from
different industry sectors could also be used to further develop your analysis.
Your arguments, findings and recommendations should be supported by theories,
facts and figures published within academic books, journal articles, recognised
business magazines and market intelligence reports.
N.B. Please note the maximum word count excludes Appendix and References.
This is an individual assignment as a single report in two parts. Candidates are
encouraged to be creative with their analysis and recommendations by using
theories covered in the lectures and workshops.
The below is the structure that candidates must follow for this report:
Table of contents
Environment analysis – (using appropriate models)
Analysis of the organisations competitive advantage (USP)
Evaluation of current marketing strategy
Segmentation Targeting & Positioning (STP)
Recommended objectives and goals (SMART)
Recommend marketing strategies, based on the application of the marketing
mix to your chosen brand.
Bibliography (with references)
A receipt from TurnItIn©
PLS USE (UNDER ARMOUR AS THE SPORTING SHOE WEAR AND IT BASE IN UK )