“Old Marketing is Dead; New Marketing Wins “
This statement is based on Chapter 3 of Nigel Piercy’s book
“Market-Led Strategic Change” – the course text.
Tesco is a company currently facing significant marketing
challenges. Having successfully re-positioned in the 1980’s around the “conforming
store” or large super/hypermarket, and having enjoyed many years of successful
market and profit growth, Tesco is now having to fundamentally re-appraise its corporate
and marketing strategy.
You are required to produce a report by conducting a marketing
audit of Tesco and its UK operation, its current position and then make
recommendations based largely on the content that we covered in Chapter 4:
·
The concept and importance of value-based
marketing
Your answer should reflect practical considerations faced by
organisations in the real-world which is a central tenet of Piercy’s approach.
For this reason you may want to introduce concepts from other parts of the
course.
To achieve the above, it may be worth analysing Tesco by
utilizing the “where have we come from, where are we now, where are we going?”
framework. As mentioned above, the company has re-positioned significantly from
the early days of its “pile it high, sell it cheap” market proposition of founder
Jack Cohen and this process should give you a clear understanding of the
direction Tesco has been taking and why, how it has created value for customers
and why its current position is being challenged.
Your report should contain incisive insight into the status
of the current grocery retail market, the key dynamics driving it and where it
is heading strategically. In addition, how the issues put forward and discussed
during the course are affecting Tesco’s current position in the UK and its
possible future course of action.
Your report should conclude with firm and clear
recommendations on what Tesco’s UK marketing strategy should be from this point
in time and how, in particular, they can continue to create value for customers.
Remember: critical appraisal is essential. I am looking for
demonstration of genuine marketing insight and understanding in relation to the
real-life issues faced by a leading organisation and how marketing can create
value going forward. Use of core marketing concepts to facilitate explanation
would greatly assist with this.
Presentation
and Marking Scheme
- The
paper should be 2000 words, excluding appendices. The word count for the
assignment should appear on the front page.
- This
assignment should reflect a balance between:
- theoretical
understanding, evidenced by research from a range of academic sources
- practical
application of theory, evidenced by application to marketing strategy to
illustrate your discussion and evaluation.
- Assessment
Criteria
Marks will be
allocated as follows:
·
Structure and
Presentation (15%): Correct use of referencing, bibliography. Structure and
quality of written expression
·
Use of Appropriate
Literature (30%): Evidence of research within the academic literature.
·
Use of appropriate
examples (25%): Evidence of ability to apply key concepts within a
practical context. Use of examples in support of the debate.
·
Level of critical
analysis (30%): Evidence of engagement with the academic literature. Flow and
coherence of the theoretical argument, culminating in logical conclusions.
Your report should be clearly referenced using the Harvard
referencing system.
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