You will be required to undertake an individual written paper related to a particular organisation of your choice. The overall aim is to evaluate ways in which changes within this organisations MACRO environment might impact upon its marketing strategies and activities. You will be assessed on your ability to: Within an evidence based scenario of a potential change in any of the MACRO environment forces of your chosen organisation: A) Critically evaluate the companys strategies for sustainable competitive advantage, segmentation (including targeting and positioning) andbranding B) Identify and critically assess two opportunities for growth within the organisations MACRO environments C) Make clear links to the marketing theory that underpins your work D) Write a logical, well-presented and accurately referenced piece of work The length of the report will be 2500 words +/- 10%. The word count limit is there to test your skills of conciseness and focus keep your work relevant to the subject matter. Key sections with suggestions as to word count Contents Approximate Word Count Weighting 1. Brief summary statement of the change in any of the MACRO environment forces of your chosen organisation. 200 words 2. Potential impact on marketing strategies under the following headings: Competitive advantage Segmentation, targeting and positioning Branding 1700 words 3. Identify 2 specific growth opportunities in the companys macro environments and set out what the company should do to take advantage of these 600 words 4. Bibliography (not included in the word count) Your report should be a maximum of 2500 words (+/- 10%) excluding title page, references, and appendices. Sticking to a strict word limit is difficult and an important skill for you to acquire, so make sure that you write in a concise and focused manner. It should be typed font size 12 and 1.5 line spacing and must be presented in portrait format, not landscape. An essential feature of the report is to illustrate how theoretical constructs or models can be critically analysed and applied to organisations in practice. Referenced at least 10 discrete references Strong critical thinking and analytical reasoning at postgraduate level. Please make sure you are clear on these requirements
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