Word limit: 4000 words
About the Assignment
Research the following two products
· Lenovo Laptop
· Apple Laptop
Visit stores, observe the displays and talk to salespeople, examine the products and their marketing communications and read expert and consumer reviews. Take carefu...
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Unit Reference No.
Unit Title Strategic Marketing
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Declaration of authenticity:
1. In submitting this assignment I acknowledge that I understand the definition of, and penalties for,
cheating, collusion and plagiarism as set out in the OTHM policy.
2. I declare that I have read the OTHM policy on plagiarism and that the attached submission is my own
original work. No significant part of it has been submitted for any other assignment and I have
acknowledged in my notes and bibliography all written and electronic sources used.
3. I acknowledge that my assignment will be subject to electronic scrutiny for academic honesty.
4. I understand that failure to meet these guidelines will lead to fail being imposed by the OTHM and may
instigate the centre’s malpractice procedures.
Visit stores, observe the displays and talk to salespeople, examine the products and their
marketing communications and read expert and consumer reviews. Take careful notes of your
observations and complete the following tasks.
Task
Answer the following questions. Use tables and diagrams as much as possible. Use theory to
structure your discussion and the data you collected to support your argument.
(a) What is the Segmentation Targeting and Positioning (STP) strategy of each product
as evidenced by the marketing mix elements? (1200 words)
(b) What is the value proposition of each product as evidenced by their Marketing
Communications? (800 words)
(c) What are the Points of Parity (PoPs) and which are the Points of Difference (PoDs) of
these products? (1000 words)
(d) Which one of the two products would you choose if you were to buy a Laptop now
and these were the only two available options? Critically evaluate the two products
focusing on customer perceived value and the key features for the product you would
choose for yourself? Which are the two most salient features for you? (1000 words)
, Rubric
Criteria Marks
Choice and application of theory to organise and analyse data 90
· Segmentation Targeting and Positioning (STP) strategy (20 marks)
· value proposition of each product. (20 marks)
· Points of Parity (PoPs) (10 marks)
· Points of Difference (PoDs) (10 marks)
· Critical evaluation-two products focusing on customer perceived value
and the key features for the product you would choose (30 marks)
Academic writing 10
· Use of terminology and clarity of argument.
· Presentation and expression, extending course material, quality of
sources and referencing, word count
Total 100
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