MKT11123 Marketing Strategy Assessment One Brief | ENU

MKT11123 Marketing Strategy Assessment One

Objectives:

• To outline the expectations and requirements of assessment one
• Highlight theories to apply
• Recommended report structure
• Report presentation

The marketing environment

Theories to apply:

1) Macroenvironment: PESTEL

2) Microenvironment: 
- Industry competition analysis: Porter 5 Forces 
- Company internal capabilities: SWOT

MKT11123 Assessments

Assessment one: Individual report (65%)

What are you required to do?

• Carryout an analysis of the market environment - 2500 words (+/-10%) using a company from the list of companies provided for the launch of a new product/service.
• Submission deadline: by 3 pm, Monday 27th  October 2025
• ***The American Psychological Association (APA) 7th Edition referencing style must be used throughout your report.
• (see Module Guide on Moodle for detailed assessment one information)

Assessment One task: Individual report

The brief:

Acting as a Marketing Consultant:

Launch a new product or new service of your choice from the list of companies provided onto the UK market (if company choice is a UK company) or launch on the home country market of your chosen company country of origin (India, US, Ghana) in 2026/27 or 2027/28 and sustain it for 12 months. 

You must not choose a product or service that is already on the market, UNLESS you are planning a substantial repositioning and rebranding of that product or service. Consider one of the following:

• a particular product or service
• a product or service range
• an event
• another aspect which requires communication to a user / customer

How to structure your report

• You can start with an executive summary.  This should be no more than two thirds of a page long. Like a dissertation abstract, it should summarise, your report. It is not marked but forms an element of the presentation of the report (overall presentation is worth 10%).
• You begin your actual report  with an introduction: a short paragraph setting out what this report will do. Describe what your product or service is, so that we know what you are talking about.  
• Use headings and subheadings throughout.  The first heading ‘Introduction’ and  / or ‘Introducing the [insert the name of your product / service here]’
• After this, you should conduct the marketing environment analysis

Assessment One

Analysis of the marketing environment  (2500 word count +/-10%)

• Introduction (a brief introduction of the report, and an introduction of the new product/service)
• Analyse the current market - home country market (environment – internal/micro (competitors), external / macro) 

What you are expected to do:

• Be detailed and specific. 
• Apply theory (in each section) 
• Explain and justify your choices

Include the following:

• An analysis of the internal and external environment (home country)
• In business it is important to be concise, and relevant. The word count of this report will help you develop these skills.
• An analysis of the marketing environment

Situation analysis

This is your analysis of the environmental situation (internal and external) 

Report Structure: Make use of headings and subheadings

Executive summary (report summary)

Table of Contents: (This is a guide to the sections expected in your report)

• Introduction (briefly introduce the organisation, the new product/service and purpose of the report)
• Situation Analysis
• Internal analysis (micro-environment):
• SWOT analysis
• Porter Five Forces analysis
• External analysis (macro environment)
• PESTEL analysis
• Conclusion 
• References
• Appendices (if any)

Report presentation 

• Make use of the coversheet under ‘Assessment’ in Moodle.
• Please present your work 1.5 line spaced
• Use Arial font with minimum font size - 12 (use Arial font for clarity)
• Page numbers bottom right
• Keep your appendix to a minimum (if required)
• Maximum word count 2,500 (+/-10%) (write concisely)
• Appendix, executive summary, bibliography/reference list are not in the word count.  
• You don’t require a conclusion if you included an executive summary

MKT11123 Marking Criteria Assessment One: