PRINCIPLES OF MARKETING (MKT101)
Case Study – Team Project (15 points)
BP: Transforming Its Strategy “Beyond Petroleum” (p. 47-49)
Each team should submit a written report by May 13th, 2012 at 1:00 pm. 1) Format The written document will be approximately 6 to 7 pages (excluding references and appendixes). The case write-up should have the following format: i. ii. iii. Cover page (with alphabetized names and students ID) Introduction (including a brief summary of the case) Answer to questions: 1. (a) What is BP’s “Helios” strategy? (b) How does this strategy relate to BP’s mission and core values? 2. Conduct a SWOT (strengths, weaknesses, opportunities, and threats) analysis for BP’s “Helios” initiative—looking forward globally to the next three years. 3. What are some ways BP could use to effectively communicate its “Helios” strategy to consumers? 4. What are the long-term benefits to (a) society and (b) BP of its Helios initiative? 5. Looking at BP’s Helios Power marketing strategy and its “street team” marketing tactic: (a) What objectives would you set for this tactic? (b) How would you propose BP measure the results?
iv. v. vi.
Conclusion References Appendixes (if necessary)
Notes: - Page set-up: 1.5 interline; 1.25 inch margin; 12 point Times New Roman. - The report must be numbered.
2) Evaluation criteria The report will be evaluated based on the: i. ii. iii. iv. v. application of the relevant marketing concepts depth of the analysis coherence of the propositions (answers) justification given clarity of the text
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