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Talk to an Expert| Category | Assignment | Subject | Marketing |
|---|---|---|---|
| University | Auckland Institute Of Studies (AIS) | Module Title | MKTG802 Strategic Marketing – Brands, Products and Services |
| Word Count | 2,000 words (+/-10%) |
|---|
Course: MKTG802 Strategic Marketing – Brands, Products and Services
Stream: 247-248
Due: 4.00 pm Thursday 7th May 2026 (soft copy submission through Moodle only)
As set out in your Course Outline, this assignment requires you to fulfil the following:
LO1: Formulate ways to improve a company’s performance through an accurate diagnosis of its competitive advantage and brand strategy adopted.
After graduating from AIS, you have been employed by a marketing consultancy firm. You have been asked to provide consulting services to a company currently operating in the appearance/beauty services industry in Aotearoa NZ [Note: a selection of appropriate companies will be provided by your lecturer in class for you to select from]
Ahead of your first meeting with this important client, prepare an interim report for your immediate managers’ review. Note: please do not provide an executive summary or table of content.
In your interim report you should:
a) Identify THREE key brand touch points in the customer journey that are important for the company to develop or maintain a competitive advantage. Provide a welldocumented rationale for your selection.
(20 marks)
b) Evaluate the organisation’s current use of people, process and physical evidence (as appropriate) in the company’s design of the three brand touch points identified in #1. Your evaluation should draw on a mix of academic and industry-based sources and an analysis of competing brands’ strategies to justify the key conclusions you make in this section of the report.
(60 marks)
c) Based on the key conclusions you make in #2, provide THREE (3) well-crafted and well-justified recommendations for changes the company should make to its current service brand strategy to improve its performance.
(20 marks)
| Grading | D-(0-39%) | D (40-49%) | C (50-64%) | B (65-79%) | A (80-100%) |
| 1)Identify THREE key brand touch points in the customer journey that are important for the company to develop or maintain a competitive advantage. Provide a welldocumented
rationale for your selection. |
No clearly identifiable or suitable brand touch points are identified or used to focus the discussion.
There is no documentation of sources. |
One or two brand touch points are identified though these may be very generic and broad.
Does not adequately discuss how the brand touch point(s) is (are) linked to the company maintaining a competitive advantage. There is some documentation of sources though this is very limited and variable in quality. |
Two suitable brand touch points are identified though these may be somewhat generic and broad.
Provides a basic discussion about how the brand touch points are linked to the company maintaining a competitive advantage. There is adequate documentation of sources, though quality may be variable. |
Three suitable brand touch points are identified though these could be slightly more focused.
Provides a good discussion about how the brand touch points are linked to the company maintaining a competitive advantage. Provides a good level of documentation which is mostly of good quality. |
Identifies three focused and and brand touch points.
Discussion clearly and accurately shows how these brand touch points are key to the company maintaining a competitive advantage. Provides an excellent level of documentation using consistently high quality and relevant sources including company-related sources. |
| 2. Evaluate the organisation’s current use of people, process and/or physical evidence (as appropriate) in the company’s design of the three brand touch points identified in #1.
Your evaluation should draw on a mix of academic and industrybased sources and an analysis of competing brands’ strategies to justify the key conclusions you make in this section of the report. |
Provides no or very little evaluation of the chosen company’s strategies and what is provided may be tangential to the case, generic or inaccurately applied. Does not discuss the use of people, process and/or physical evidence (as appropriate).
There is no documentation of sources. |
Provides a poor evaluation of the chosen company’s strategies (i.e., mostly descriptive and generic).
Attempts to use the terms people, process and/or physical (as appropriate) evidence but somewhat inaccurately or sparsely. Does not successfully integrate the various conceptual models together in the discussion. There is some documentation of sources though this is very limited and may be variable in quality. |
Provides a basic evaluation of the chosen company’s strategies (i.e., somewhat descriptive and generic in places).
Use of people, process and or physical evidence (as appropriate) is mostly appropriate. Shows only a basic understanding of how the various conceptual frameworks integrate together. There is adequate documentation of sources, though quality may be variable. |
Provides a good evaluation of the chosen company’s
strategies (i.e., effectively identifies company’s practices and interrogates these against best practice). Discussion of people, process and/or physical evidence (as appropriate) is appropriately explained and applied to the case, thereby showing a critical understanding of key principles and some integration of conceptual models. Provides a good level of documentation which is mostly of good quality. |
Provides an excellent evaluation of the chosen company (i.e., effectively identifies company’s practices and interrogates these against best practice service brand management strategies and provides many relevant company details).
Expertly integrates into the evaluation an analysis of the company’s use of people, process and/or physical evidence (where appropriate), thereby showing a critical understanding of key principles and an ability to integrate the three Ps with customer journey mapping and service management strategies. Provides an excellent level of documentation using consistently high quality and relevant sources including company-related sources. |
| 3) Based on the key conclusions you make in#2, provide THREE (3) well-crafted and well-justified recommendations for changes the company should make to its current service brand strategy to improve its performance. | Provides no or only one recommendation which is not related to the evaluation in #2.
What is provided is very short and lacks detail. Does not provide a rationale for the recommendation(s) provided. |
Provides one or two recommendations tangential to the evaluation.
The explanation is mostly generic in nature and no justification is provided. Does not adequately link rationale to research or best practice insights from industry reports or the use of exemplars. |
Provides two or three recommendations which are somewhat related to the evaluation.
May be generic and may be lacking well-formed justifications. Does attempt in a basic way to link recommendations to relevant research or best practice insights from industry reports or the use of exemplars. |
Provides three recommendations which are mostly related to the evaluation and provide a good level of detail.
Adequate level of detail with some justification provided. Successfully links the rationales provided to research or best practice insights from industry reports or the use of exemplars. |
Provides three actionable
recommendations which are appropriate to the findings of the evaluation. Provides a detailed response and justifies the three suggestions in a robust and professional manner. Convincingly and professionally links rationales provided to quality research and best practice insights from industry reports or the use of exemplars. |
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