Marketing Strategy Analysis Report
Assessment task: Individual Report You are required to write a report outlining the digital strategy to be pursued by a case study provided (see Appendix). You may make any reasonable assumptions about the organisation to support your proposals. Please ensure you state clearly any assumptions that you make. Your report should be professionally written with Harvard Referencing Style Weighting: 50% Online submission on Blackboard. You will find a link to the Assignment from the Assessments area of the Blackboard course menu. For guidance on online submission of assignments, including how to submit and how to access online feedback, please refer to the UWL Blackboard student help pages at: http://www.uwl.ac.uk/blackboardhelp Word count or equivalent: 2000 (excluding appendices and diagrams) Assignment Guideline 1. Select a case study. You could use your own case study or the case study provided in Appendix 1. 2. The report should cover the following aspects 3. The report should consists the following headers a) Cover page Your name, student ID, title of the case study b) Executive Summary Summary of the report (e.g. summary of the digital strategy you put in, how you derive the digital strategy and what problems have been solved by the digital strategy you propose) c) Introduction ? Context of the case study o Reasons why the case study company requires a digital strategy? Or problems faced by the case study company o Brief illustration on the industry c) Digital Strategy Analysis ? Industry analysis Review the industry which the case study belongs to (e.g. hospitality) ? Illustrate any strategy analysis methods you use to analyse your case (refer to session 3) o Literature review on the selected strategy analysis method 2 o Explanation of why that particular strategy analysis methods are selected ? Results of the strategy analysis / Recommendations ? Assumptions made by conducting the strategy analysis (e.g. the analysis is done based on the relevant documentations found online and assume the documents are accurate) ? Organisational Analysis (you may use any methods from session 4) d) Digital Strategy Implementation ? Explain the objectives of the proposed digital strategy ? Explain the features (digital capabilities) of the proposed digital strategy (e.g. a digital platform for increasing sales) ? Discuss the digital platform used for this purpose (e.g. enterprise information systems platform etc, refer to session 5 & 6) ? Discuss the key skills (e.g. data scientist, information manager) required in implementing the digital strategy ? Discuss how the digital strategy impact the existing business processes (e.g. the new CRM will change the way how the company manages the customers) ? Discuss if there are any hardware or devices involved (e.g. apps, mobile devices) e) Limitation ? Explain what are the areas that are not addressed by the proposed digital strategy (e.g. if you are using Porter Five Forces in section c, you may not get relevant information about the suppliers when analysing the Bargaining Power of Supplier) f) Conclusion and Future Work ? Conclude the report (e.g. what have been achieved) ? Explain what you would like to do in the future to address the limitations you found in section e. Or, explain how you could improve the use of the selected strategy analysis methods in the industry of your case study g) References ? Use Harvard Referencing Styles 4) Make sure your report is well written, appropriately formatted and free of spelling errors.
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