Strategic Marketing
Summary:
Your assessment consists of a 3,000-word essay. The essay should have two main sections:
1. a PESTEL analysis
We want you to use this framework in a thoughtful and critical way in order to evaluate the current and future
attractiveness of a particular market segment. Draw some meaningful conclusions.
2. B2C/B2B perspective
The second part will depend on whether you are taking a B2C or B2B perspective.
If you are taking a B2C perspective: the second part should entail applying the marketing mix and STP process in order to critically evaluate the company’s performance and how it could be improved (i.e., an application of what we called V 1 thinking).
Carefully evaluate how well the company is applying these two frameworks – the marketing mix and the STP process and make
some recommendations for how it could do it better.
If you are taking a B2B perspective: then this second part will consist of you arguing whether a V 1 , V 2 , or V 3 perspective
should be taken in order to critically evaluate the company’s performance and how it could be improved.
Carefully evaluate how well the company is – or is not – applying this kind of thinking and make some recommendations for how it could do things better.
Critically evaluate the attractiveness of the external business environment demonstrate understanding of the PESTEL framework by applying it if working in a B2C environment, demonstrate your understanding of the concepts of segmentation, targeting, position
and the ‘marketing mix’ and apply these concepts to the company in which you work.
if working in a B2B environment, demonstrate your understanding of the concepts of the traditional transaction perspective, the relationship management perspective, and the network management perspective and evaluate the
