BMMM5001 Contemporary Marketing Practice Assignment 2| De Montfort University

Assignment Brief

Instructions and Company Options 

Following on to the first assessment can you please provide implementation strategies for one of your chosen growth opportunities that your company should focus on to provide them with a competitive advantage, maximise their performance in the industry or stay relevant with their target audience. Create a convincing 10 Minute presentation  for your manager with insights that will help them in their decision-making 

Your focus should still be on the same company you focused on in CW1  

Fashion Retail  
Primark/ Penneys  
H&M (Hennes & Mauritz)  
Boohoo  

Automotive Industry  
BMW  
Toyota  
Volvo

Task

In your first task you would have identified two most appropriate growth opportunities for your chosen  company. Your task is for you to now perform the following to ensure effective utilisation of resources’ 

Task 1: Proposed Growth Opportunities 

Step 1: Assess each of the two proposed opportunities from CW1 in terms of attractiveness. 
You will need to provide at least three stats or insights from the following indicators, supported with evidence-based facts to justify why your company should consider these in their growth plan 

• market size & growth, 
• profitability, 
• competitive intensity, 
• structural attractiveness, 
• fit with company objective and resources 

Step 2: Select the most appropriate out of the two that resources should be  focused on. Give us your reasons why.

Task 2: Segmentation 

Step 3: Considering the chosen Opportunity above, use appropriate segmentation criteria that represent the customer segment the organisation should focus on. It can be Geo - Demographic (who they are and where they are located), Behavioral (where when and how they behave) or Psychographic (why they behave they do) 

• You can choose from more than one category. 
• Provide evidence-based justification to support your choice

Task 3: Media Channels Recommendations 

Step 4: Recommend effective media channels to the customer profile outlined  above reach target customers based on their media consumption. Your  recommendations should be supported by strong evidence using up to date,  credible sources 
Distribution Channels Recommendations 
Step 5: Recommend effective distribution channels to reach target  customers based on their preferred channels usage. Your recommendations  should be supported by strong evidence using up to date, credible  sources

This assignment is designed to assess the following learning outcomes: 

LO1. Identify and demonstrate the core concepts and techniques of marketing at the corporate and functional level. 
LO2. Conceptualise and assess the strategic alternatives and tactical developments available to organisations.