Select a business or part of a business that you are familiar
with that exists today â€“ do not select a company with diverse
business areas. The marker is looking for a very specific
Management Agenda at the end of the Assignment; this is difficult
to develop for a company. Even when the company only has one
business area (i.e: a budget airline) our advice would be to narrow
down the Assignment to a part of the company (i.e: a route).
The Assignment can be based on an internal department or service
â€¢Â Â Â 100 words: Business Background + data
Provide background to the business, or part of a business, you are basing your Assignment on (this is to familiarise your marker with your subject matter). Hints:
oÂ Â Â A tabulation showing sales, profits etc. for the business over time is usefully employed (Note: Company data can be included but you should primarily provide business data/background)
oÂ Â Â What is the role of the business within the company (or part of a business) you are basing your Assignment on? How is performance evaluated?
oÂ Â Â What percentage of portfolio sales/performance does the business account for?
oÂ Â Â In 2. below you identify a customer target. How important is this customer target to the business and what are current levels of performance? If you have competitors what is their position/performance?
â€¢Â Â Â 100-200 words: Customer Target/Needs + quantification
Select a customer target. Outline the customer â€˜job to be doneâ€™, what they want, crystallise customer needs. Hints:
oÂ Â Â Quantify, stress relative importance (weights) of customer needs in a tabulation
oÂ Â Â If different customers have very varied needs it may be appropriate to focus in on one market segment with similar needs or even just on one customer
oÂ Â Â Once you have considered and weighted customer needs consider how well you (and competitors if you have them) satisfy them. Consider Price vs. Needs - this starts to address elasticities and Value.
oÂ Â Â You do not have to accept current customer needs; they change over time; your desired strategy may be to re-educate customers to a novel set of requirements you can uniquely satisfy. Note: customers may not be able to articulate their needs.
oÂ Â Â You may wish to reflect on the Decision Making Unit, Decision Making Process, Influencers (Marketing course)
â€¢Â Â Â 100 words: Current and Desired Position â€“ Core Value Proposition
Outline your current and desired position/core value proposition in broad terms (a positioning statement outlines how you intend to meet the â€˜job to be doneâ€™/customer needs). Your current and desired position may be the same. If the position is the same your Assignment is primarily concerned with how you can execute that position more effectively, efficiently and build for the future. Note: You cannot decide on your desired position until you have conducted your Audit in Section 5. Your desired positioning in this Section informs the marker of the outcome of your subsequent analysis. Hints:
oÂ Â Â Ensure your desired positioning is consistent with your Audit analysis in Section 5.
oÂ Â Â Normally a positioning statement outlines how you intend to satisfy customer requirements better than competitors. For an internal service how you could deliver better value more cost effectively, or, better than potential external providers
oÂ Â Â Business Strategy Workshop readings include: M.E. Porterâ€™s article covers the Generics and Need/Access/Variety; D/Aveniâ€™s article covers the Value Map; Kim and Mauborgneâ€™s article covers Distinctive Tag Line and Strategy Canvas. These can be used to help illustrate your desired position (as well as Workshop content: The Discipline of Market Leaders, Spider Graph, Zig-Zag Positioning, SNAP charts). Grantâ€™s chapter 7 considers â€˜The Sources and Dimensions of Competitive Advantageâ€™
Other samples, services and questions:
When you use PaperHelp, you save one valuable — TIME
You can spend it for more important things than paper writing.