Key Skills: The key skills addressed through this assessment are
logical reasoning, analysis, evaluating, synthesis, learning and
study, structure and consistency.
Harvard Referencing: Complete reference list which MUST conform to the
Harvard System of Referencing must be included at the end of your
assignment and in text citations where appropriate.
Luxury car makers are one of the most versatile and resilient
businesses that struggled
and survived through the current economic crisis.
Concepts ranging from the fundamentals of advanced marketing
strategy, to the principles of services marketing play a major
role in determining the way this industry operates and performs. The
recent changes in consumer purchasing-
power, business distributions, and geo-demographics of the target
markets in this
industry certainly make it an interesting sector to
investigate as part of this
The task is divided into two parts (Part 1 & Part 2) and candidates are expected
to address both.
Your task is to identify a Global Luxury Car brand; and then analyse, evaluate
and prepare an individual report (3000 words +/- 10%) addressing the following
? Part 1:
? Using appropriate sources, identify their existing marketing
value creation process [Weightage – 30%]
? Research, analyse and evaluate the key strengths and weaknesses of their
existing marketing strategy
[Weightage – 20%]
these include Pestel, 4ps Swot etc etc…
? Using appropriate theories (and real-life/academic case
studies) suggest an
alternative strategic approach for increasing their market share, profitability,
and long term value creation [Weightage – 40%]
10% of the overall mark is awarded for the overall structure,
presentation and quality of sources used.
Candidates are encouraged to critically evaluate, analyse, and
strategies for their chosen company within a specific context of their
UK, Germany, Malaysia, Trinidad etc.). For the purpose of
students need to focus on marketing strategies been used mainly at the
Your arguments, findings and recommendations should be supported by theories,
facts and figures published within academic books, journal
business magazines and market intelligence reports.