Recommendation Marketing Report: Smartphone Industry Trends

This assignment presents a comprehensive marketing report focused on the smartphone industry. It begins with a group presentation analyzing the latest trends in PESTEL macro-environmental factors impacting the industry, followed by individual contributions. The individual report delves into the macro-environment, identifying key trends, their causes, and effects for each PESTEL factor. It includes recommendations on exploiting opportunities and mitigating threats, with a focus on segmentation, targeting, and positioning (STP) strategies, along with SMART objectives and proposals for the 7Ps of marketing. The report culminates in recommendations for measurement and control to evaluate the marketing plan's success. The assignment emphasizes research using reliable sources, analytical skills, and practical application of marketing concepts to real-world scenarios within the smartphone industry.

UNDERGRADUATE
ASSIGNMENT
SPECIFICATION
Programme: BABS Module Level (3,4,5 or
6):
4
Module: Marketing Management Module code:
Contribution to Overall
Module Assessment (%): 50% Assignment No(s): Group presentation - 50%
Individual Report - 50%
Assignment Title(s): Recommendation Marketing Report for Smartphone industry
Lecturer: Internal Verifier:
Hand Out Date: Submission deadline:
Feedback deadline:
Referencing: In the main body of your submission you must give credit to authors on whose research your
work is based. Append to your submission a reference list that indicates the books, articles, etc.
that you have read or quoted in order to complete this assignment (e.g. for books: surname of
author and initials, year of publication, title of book, edition, publisher: place of publication).
Disclosure: Please include the following statement on the title page of the submitted assignment, followed
by your name:
I declare that this assignment is all my own work and that I have acknowledged all materials
used from the published or unpublished works of other people. All references have been duly
cited.
Turnitin: All assignments must be submitted to Turnitin unless otherwise instructed by the Lecturer.
Note: the Turnitin version is the primary submission and acts as a receipt for the student. Late
submission of the electronic version of the assignment will result in a late penalty mark. Penalties for
late submission: Up to one weeks late, maximum mark of 50%. Over one week late, Refer
YES X
NO
Page 1 of 6

Learning Outcomes tested
(from module syllabus)
Assessment Criteria To achieve each outcome a
student must demonstrate the ability to:
1.
Understand marketing terminology and marketing
concepts and appreciate the basic practices and
problems in marketing and marketing management

Work as a group together with other members to
research and compile a report on marketing plan of
a specific company
2.
Demonstrate skills in evaluating marketing strategy
opportunities through selected readings and case
analyses
 Different members of the group will look at
different area and orally present their findings
within their team
 Deploy analytical frameworks systematically and
consistently.
3.
Appreciate the relationship between elements of
the marketing mix in different business and
environment settings
 Synthesise theoretical material with practical and
actual trends in the market to generate proper
discussions and critique.
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TASK DESCRIPTION: Group presentation (50%)
BACKGROUND / INTRODUCTION
You have been commissioned by your General Manager to provide a recommendation marketing report
for the next 12 months on the latest trends in the PESTEL macro-environmental factors that might impact
the Smartphone industry in which your company is competing in. The purpose of this report is to
recommend to the company what appropriate action to take to exploit and/or defend opportunities and
threats respectively to changing PESTEL trends to deliver value and satisfaction to the company’s target
market.
TASKS
This will be marked on the basis of a 24 minutes group presentation based on 13 power-point slides.
For example for groups of 6: each students will have 2 power-point slides with their name clearly noted on
each slide - that makes a total of 12 slides and in addition you need to include a cover slide with all the
group members’ name and the title of your presentation. All candidates must be present at the
presentation. If a student is absent from the presentation, medical or personal circumstances evidence
must be provided to account for this absence, otherwise that candidate will fail.
All candidates must present verbally, each person speaks for maximum of 4 minutes - each team is usually
made of no more than SIX (6) persons and hence the overall 24 minutes time limit per group presentation.
The lecturer will assign groups at the end of the registration period. The group membership will then be
posted on the portal and announced in class.
Following the presentation, a copy of 13 power-point slides that have been used in the presentation should
be given to the examiner for assessment purposes with the student responsible for producing the slides
clearly indicating their name/ student number on each of their slides and including the sources of
literature they used.
Each member of the presenting group will be assessed on an individual basis and marked accordingly.
LENGTH REQUIRED
Group: 24 minutes and 13 PowerPoint Slides
Individual: 4 minutes and 2 PowerPoint Slides
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FORMATTING AND LAYOUT
Please note the following when completing your written assignment:
1. Writing: Written in English in an appropriate business/academic style
2. Focus: Focus only on the tasks set in the assignment.
3. Length: (see length of slides on previous page – each slide can be accompanied by no more than ONE (1)
page of expanded notes in NOTES VIEW in PowerPoint)
4. Formatting:
 FOR GROUP REPORT: See Instruction No. 3 above.
 FOR INDIVIDUAL & GROUP REPORT: Typed on A4 paper in Times New Roman or Arial font 12 with at least 2.5
centimetre space at each edge, double spaced and pages numbered.
5. Document format:
6. Ensure a clear title, course, and name or ID number is on a cover sheet and a bibliography using Harvard
referencing throughout is also provided.
7. Research: Research should use reliable and relevant sources of information e.g. academic books and journals
that have been peer reviewed. The research should be extensive.
The use of a range of information sources is expected – academic books, peer reviewed journal articles,
professional articles, press releases and newspaper articles, reliable statistics, company annual reports and other
company information. All referencing should be in the Harvard style.
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MARKING CRITERIA AND STUDENT FEEDBACK
–INDIVIDUAL CONTRIBUTION TO THE GROUP
PRESENTATION (50% 0F TOTAL MARKS)
This section details the assessment criteria. The extent to which these are demonstrated by you determines your mark. The
marks available for each criterion are shown. Lecturers will use the space provided to comment on the achievement of the
task(s), including those areas in which you have performed well and areas that would benefit from development/improvement.
Common Assessment Criteria (applied to all parts of the project)
Marks
available
Marks
awarded
1. Research-informed Literature
Extent of research and/or own reading, selection of credible sources, application of appropriate referencing conventions. 10
How well you provide evidence of reading into relevant literature sources.
Indicating these sources on your slides as appropriate.
2. Knowledge and Understanding of Subject and Analysis
Extent of knowledge and understanding of concepts and underlying principles associated with the discipline. Analysis,
evaluation and synthesis; logic, argument and judgment; analytical reflection; organization of ideas and evidence.
15
Demonstrating understandings into the key Marketing Management concepts in your part of the presentation.
Demonstrating how these insights fit into the overall group presentation.
3. Analysis
Analysis, evaluation and synthesis; logic, argument and judgment; analytical reflection; organization of ideas and
evidence..
20
A clear statement of objectives for your part of the presentation.
.Conducting analysis in line with these objectives.
How well your objectives/ coverage fits into the overall group presentation.
4. Practical Application and Deployment
Deployment of methods, materials, tools and techniques; application of concepts; formulation of innovative and creative
solutions to solve problems.
25
How well you apply your academic concepts/ insights to the context of the organization being reported to.
The quality of the practical insights/ recommendations made to the company.
The contribution of these practical insights in the context of the overall group presentation.
5. Skills for Professional Practice
Attributes in professional practice: individual and collaborative working; deployment of appropriate media; presentation and organization. 30
The quality of the slides in your part of the presentation.
Tone of voice/ confidence in your delivery.
How well you manage the allocated time in your part of the presentation.
TOTAL 10
0
Assignment Mark (Assessment marks are subject to ratification at the
Exam Board. These comments and marks are to give feedback on module work
and are for guidance only until they are confirmed. )
Late Submission Penalties (tick if
appropriate)
%
Up to one week late
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TASK DESCRIPTION: INDIVIDUAL REPORT (50%)
BACKGROUND / INTRODUCTION
You have been tasked by your General Manager to come up with a report tracking the current trends in PESTEL
factors in the macro-environment of the Smartphone industry. The report should identify THREE (3) most
important current trends and its probable cause(s) and effect(s) for each of the PESTEL factors.
You are to make recommendations on how best to exploit and/or defend against what you think is THE [One (1)]
most important opportunity or threat for each of the PESTEL factor that requires immediate attention and corrective
action. [i.e. a total of SIX (6) recommendations]
You have agreed the plan will include:
 An audit of the marketing environment;
o This will include an overview of the internal and external marketing environments.
o A SWOT analysis.
 Details of a clear segmentation, targeting and positioning (STP) strategy.
o To illustrate your existing and potential market position and how JD Sport will stand out from the
competition.
 Statements and justifications of 3/4 SMART Objectives.
o To clarify what Harrods should aim to achieve over the next 12 months.
 Outlines of your proposals for each of the 7Ps.
o Your report will explain how you will use or adapt the tools of the marketing mix over the next 12
months.
 Recommendations for Measurement and control.
o Which will show how you will evaluate the success of your marketing plan over the planning period.
Notes
 You are advised to choose a public listed company in your location as it will have more publicly available information for
your research.
 You do not need to produce a budget for this plan.
TASKS
Individual Report (50%)
Following the presentation each student must submit an individual report which should not exceed 2,000 words.
You will receive an individual mark for this work.
It is emphasized that this should be your own work and not group work and as such should not be shared with other
group members.
This report has to be referenced using the Harvard style (in text referencing as well as a list of references and
bibliography must be provided at the end of your report – watch out for similarity index)
LENGTH
REQUIRED
2,000 words
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