Individual Assignment
SCENARIO
You are to investigate and analyse the UK marketing activities of Tesco http://www.tesco.com/ focusing
on one of the following Tesco own label brands:
• Finest
• Organic
• Healthy Living
TASK
Produce a report (2500words) that identifies, describes and critically evaluates Tesco, in the
following marketing areas:
• The main strengths and weaknesses of the company, the key opportunities and threats for your
chosen brand. (20%)
• The segmentation, targeting and positioning strategy for your chosen brand. (15%)
• The marketing mix for your chosen brand. (40%)
• The competitive situation the company faces for your chosen brand. (15%)
• Recommendations based on the analysis above to improve the companies’ competitiveness (10%)
NOTE
1. Your report should show evidence of understanding of marketing principles and concepts,
analytical rigour and clarity of interpretation.
2. You are required to research academic journal articles which must be appropriately referenced
using the Harvard Referencing style.
3. Your analysis is to be presented as a report of approximately 3000 words in length excluding
appendices and should contain clearly defined sections.
5 The report must be in word format.
Assessment Criteria Guidelines
70%+
Knowledge and Understanding: You consistently demonstrate an ability to absorb, reflect upon and deploy
a wide range of subject-related knowledge and concepts, with few if any lapses in accuracy and
understanding. You are able to apply excellent critical judgement to new information and ideas,
comparing different data and perspectives in order to develop, substantiate and defend your own
position.
Problem Solving: You regularly demonstrate the confidence to go beyond the limits of the task,
identifying additional issues and suggesting ways of addressing any problems.
Research and Reading: You clearly recognise the importance of wide and independent reading, and are
developing effective research skills, which take you well beyond the obvious or suggested sources of
information. This is reflected in work, which demonstrates an impressive grasp of relevant knowledge
and an original approach to the topics and problems involved. Often this is reflected in work that goes
well beyond the scope of the task.
60-69%
Knowledge and Understanding: You frequently demonstrate an ability to absorb, reflect upon and deploy a
range of subject-related knowledge and concepts, with only minor lapses in accuracy and understanding.
You are able to apply critical judgement to new information and ideas, comparing different data and
perspectives in order to develop and substantiate your own position.
Problem Solving: Where we have identified a problem or issue for you to consider, you consistently come
up with appropriate responses that demonstrate a clear grasp of the issues involved. On occasions you
refine your analysis to highlight less obvious issues and propose solutions.
Research and Reading: You clearly recognise the importance of wide and independent reading, and are
developing effective research skills, which take you beyond the obvious or suggested sources of
information. This is reflected in work, which demonstrates an impressive grasp of relevant knowledge
and an original approach to the topics and problems involved.
50-59%
Knowledge and Understanding: You frequently show that you can analyse and understand subject-related
knowledge and concepts and use them to generate your own ideas. There is clear evidence that you are
able to relate your reading and research to the task.
Problem Solving: Where we have identified a problem or issue for you to consider, you are able to
suggest sensible solutions that sometimes move beyond the responses recommended.
Research And Reading: There is evidence of independent reading. This lends extra depth and authority to
your work and makes it possible for you to generate ideas of your own about the topic or task at hand.
40-49%
Knowledge and Understanding: You demonstrate the potential to develop your own ideas based on the
information and concepts you have studied, and on occasions you do establish a position of your own
derived from your reading and research. However it is more common for you to give a clear account of
others’ views and in that respect to stay closer to the opinions voiced in the source material you have
used.
Problem Solving: Where we have identified a problem or issue for you to consider, you are generally
able to suggest sensible solutions but these are often based solely on recommendations in the course
material.
Research and Reading: You have made a basic effort to read the essential texts and some recommended
sources and your work shows a satisfactory level of understanding.
25-39%
Knowledge and Understanding: This does not meet the minimum standard required for a Pass but represents
a bona fide attempt to engage with the subject and qualifies for a resit. You have made a genuine
effort to understand the subject by accessing standard sources of information and ideas and reporting
these in a reasonable way. On a few occasions you seek to analyse the material critically, but this is
not typical of your work and not always convincing.
Problem Solving: This does not meet the minimum standard required for a Pass but qualifies for a resit.
Your work represents a genuine attempt to consider the problems and issues we have raised and to
suggest some way forward, but your analysis is often flawed and the solutions you propose are not
always practical.
Research and Reading: This does not meet the minimum standard required for a Pass but qualifies for a
resit. You have made an effort to engage with the essential reading and try to make sense of the
information that it provides, but the base of information from which you are working remains too narrow
to support an effective grasp of relevant knowledge and ideas.
0-24%
Knowledge and Understanding: You have not understood the topic. Your work demonstrates a limited grasp
of the subject and how this knowledge can be applied, and while there may be some analysis of
information and an attempt at original thinking, this is neither consistent nor convincing.
Problem Solving: You have not dealt with the problems or issues in question well enough. You have
relied too often on responses we have suggested, or have not supported your own proposals with
sufficient information or reasoning.
Research and Reading: You have not read widely enough or made sufficient use of your reading. Your
engagement with key texts and sources of information may have been too limited. Your work does not
reflect a good grasp of the topic which only careful and considered reading can provide.