Subject: Business    / Management
Question

1. 100 words maximumProvide background to the business, or part of a business, you are basing yourAssignment on (this is to familiarise your marker with your subject matter).Hints:? A tabulation showing sales, profits etc. for the business over time isusefullyemployed (Note: Company data can be included but you should primarilyprovide business data/background)? What is the role of the business within the company (or part of a business) youarebasing your Assignment on? How is performance evaluated?? What percentage of portfolio sales/performance does the business account for?? In 2. below you identify a customer target. How important is this customer targetto the business and what are current levels of performance? If you havecompetitorswhat is their position/performance?

2. 100-200 words maximumSelect a customer target. Outline the customer ‘job to be done’, what they want, crystallise customer needs.Hints:

a. Quantify, stress relative importance (weights) of customer needs in tabulations. 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

c. 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.

d. 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.

e. You may wish to reflect on the Decision Making Unit, Decision MakingProcess, Influencers (Marketing course)

3. 100 words maximumOutline your current and desired position/core value proposition in broad terms (apositioning statement outlines how you intend to meet the ‘job to be done’/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 positionmore 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 desiredpositioning in this Section informs the marker of the outcome of your subsequent analysis.Hints:a. Ensure your desired positioning is consistent with your Audit analysis inSection 5.

b. Normally a positioning statement outlines how you intend to satisfy customer requirements better than competitors. For an internal service how you coulddeliver better value more cost effectively, or, better than potential externalprovidersc. Business Strategy Workshop readings include: M.E. Porter’s article coversthe Generics and Need/Access/Variety; D/Aveni’s article covers the ValueMap; Kim and Mauborgne’s article covers Distinctive Tag Line and StrategyCanvas. These can be used to help illustrate your desired position (as wellas Workshop content: The Discipline of Market Leaders, Spider Graph, ZigZagPositioning, SNAP charts). Grant’s chapter 7 considers ‘The Sourcesand Dimensions of Competitive Advantage’d. Your desired position should link closely to step 5 (your Audit) and step 7 (theManagement Agenda).

4. 100 words maximum: Optional tabulations: Marketing P’s and Key Success FactorsYou may wish to outline:a) Your existing and desired standing on the Marketing P’s. Product/service, Price should have already been outlined in Section 3 – Positioning, your core value proposition. These can be recapped and Promotion, Place and other P’s audited.b) How well your Key Success Factors and Key Performance Indicators are aligned with your current and desired Positioning, your core value proposition.

a. Quantify the P’s/KSF’s where possible – otherwise they may become too general.

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