Marketing Strategy

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Marketing Strategy
MKT – 306

Assignment Guide – 2011 -12

Module Leader: Sudipta Das Email: sudipta.das@sunderland.ac.uk

Introduction to the Assignment:

Please read all instructions and information carefully. You are required to submit your work under the University Infringement of Assessment Regulations. Your assignment must be submitted to your Study Centre in hard copy with an accurately and clearly completed Assignment Cover Sheet, and an electronic copy on CD in an envelope [hole punched or safely secured into your plastic file or assignment wallet]. Please do not include a plastic CD case/box and remember to write your student code and assignment code clearly onto the disc and envelope. All your assignments must be submitted in conjunction with a Turnitin© report (only if your centre provides the facility). You will need to achieve an overall mark of 40% in order to successfully complete this module.

Sudipta Das
Module Leader - MKT 306

Assignment:
Mode of Assessment:| Individual Report| Weighting:| 100%| Module Assessor:| Sudipta Das|
| |
Word Count:| 3000 words (+/- 10%)|

Assignment Brief:

The Car Rental Business is one of the most versatile and resilient businesses growing faster than ever, even in today’s economic downturn and transforming economy. From viral marketing to advanced retail and brand management, fundamentals of marketing strategy govern the way in which some of the branded car rental companies operate and flourish. The recent changes in consumer purchase-power and geo-demographics of the target markets in this industry certainly make it an interesting sector to investigate as part of this assignment. The task is divided into two parts (Part 1 & Part 2) and candidates are expected to address both.

Your task is to identify a branded Car Rental (company) chain; and then analyse, evaluate and prepare an individual report (3000 words) addressing the following issues… * Part 1:
* Using appropriate sources, identify their existing marketing strategy and value creation process * Research, analyse and evaluate the key strengths and weaknesses of their existing marketing strategy

* Part 2:
* Using appropriate theories (and real-life/academic case studies) suggest alternative strategic approach for increasing their market share, profitability, value creation, and sustainability

You can choose a designated Car Rental (company) Chain from the list given on Page 6 or you can choose a branded Car Rental (company) Chain of your choice. Your chosen Car Rental Company MUST have a website and it should have a nationwide presence.

Candidates are encouraged to evaluate, analyse, and recommend marketing strategy for their chosen company within their chosen local contexts (i.e. UK, Germany, Malaysia, Trinidad etc.), however, in case of multinational car rental companies a quick insight into their global marketing strategy will be appreciated. Your arguments, findings and recommendations should be supported by theories, facts and figures published within academic books, journal articles, recognised business magazines and market intelligence reports.

N.B. Please note the maximum word count of 3000 excludes Appendix and References.

Submission Policies:

1. You are required to submit your work within the bounds of the University Infringement of Assessment Regulations.

2. Your assignment must be submitted to your Study Centre in hard copy with an accurately and clearly completed Assignment Cover Sheet and an electronic copy on CD put into an envelope, hole punched or safely secured into your plastic file or assignment wallet....
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