Marketing Management Assessment

Title: Critical Evaluation of the Contribution of Current                                     Marketing Management Theory and Practice

Weighting:           100%

Word Count:       3500 words

Task

Context: The global sports apparel market is growing year on year e.g.:

Year                      2016                     2017                     2018

USD(M)                287,944.8             309,682.7             335,286.3

This is a highly competitive, multi-million-dollar sector, with many of the world’s famous brands Nike, Adidas, Reebok.

Your task is to select an organisation that produces a range of branded gym apparel (clothing not shoes), the sector offers a variety of products including t-shirts, trousers, shorts etc.

You are the newly appointed Marketing Manager of this category of products. Your role is to evaluate the implementation of market opportunity to launch a completely new and appealing gym apparel brand in a country of your choice.

This assignment is divided into three elements. You will need to achieve an overall mark of 40% to successfully complete this module.

In your role as Marketing Manager:

Part 1.Using appropriate knowledge of business and marketing philosophies and concepts, critically evaluate the strengths of the organisation’s strategy in delivering value with respect its current brands and customers.(30%)

Part 2.Research and evaluate the dynamics and trends within the marketing environment. Produce a situational analysis identifying the key factors that underpin the opportunities and challenges for a new brand of gym apparel. Based on this, ‘suggest’ the potential target market and include a proposed market research proposal that would enable you to qualify and underpin your ‘suggestion’. (note – you are not expected to undertake the market research) (30%)

Part 3. In accordance with your knowledge of the marketing planning process make appropriate recommendations to build a sustainable brand.Your suggestions for implementation must be underpinned with relevant theory and real-life/academic case studies. (40%)

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.

Assessment Guidance

Part 1.

Students are expected to critically evaluate marketing management with application to the organisation’s existing gym apparel. In doing so, students will consider how the organisation delivers value through the adoption of business and marketing philosophies and concepts; these may include, however are not limited to; market orientation and holistic marketing approaches.

Part 2.

Students should apply relevant frameworks to critically evaluate the external environment for this category of products. Students must demonstrate that they have undertaken research using a wide range of relevant and current sources which must be referenced. In this section students will be expected to synthesise the market intelligence from their research, demonstrating the ability to evaluate what is relevant and significant for the organisation. Students will propose a market research strategy – students are not required to undertake primary research

Part3.

From the knowledge gained in Part 1 and the evaluation undertaken in Part2 students will identify key opportunities to launch a new brand of gym apparel. These will form the basis of objectives and recommendations. With reference to the marketing management process and holistic marketing management approaches students will make recommendations on segmentation targeting and positioning (STP) strategy, brand building, shaping the market offering, implementation and control. It is expected that recommendations will be underpinned with relevant theory and organisational case studies.

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