Choose a company. The company you choose must be a real company that is currently operating. You may choose any company EXCEPT easyJet.
Describe and critically analyse the company’s current marketing strategy.
Your answer must include:
If you choose an international, multi-national, transnational or global company (a company that serves customers in several countries), you may limit the scope of your essay to one specific country in which the company operates, or to a larger geographical area made up of several countries. If you do this, you must clearly say which country or geographical area you are analysing.
If you choose a complex company that is made up of several business units and offers a wide variety of products, such as Unilever or Sony, you may choose a specific part of that company (a single strategic business unit). For example, you could choose Ben & Jerry’s as your company, even though it is part of Unilever.
Again, you must be clear what part of the company you are analysing.
Your essay must be based on secondary research and information that you collect from a wide range of reliable sources. For a high mark, the examiners will expect to see proof that you used a good number of sources, which you must reference in Leeds Harvard Style in the essay and in the references section.
Appendixes are not compulsory, but you may use them if you wish.
Submit your essay as one Microsoft Word file.
The essay should be a maximum of 3000 words in length.
All coursework assignments that contribute to the assessment of a module are subject to a word limit,as specified in the online module handbook in the relevant module area of the MINERVA. The word
limit is an extremely important aspect of good academic practice, and you must obey it. Unless stated specifically otherwise in the relevant module handbook, the word count includes EVERYTHING(i.e. all text in the main body of the assignment including summaries, subtitles, contents pages, tables,supportive material whether in footnotes or in-text references) except the main title, reference list and/or bibliography and any appendices. It is not acceptable to present matters of substance, which should be included in the main body of the text, in the appendices (“appendix abuse”). It is not acceptable to attempt to hide words in graphs and diagrams; only text which is strictly necessary should be included in graphs and diagrams.
You are required to obey the word limit specified and state an accurate word count on the cover page of your assignment brief. Your declared word count must be accurate and should not mislead. Making a fraudulent statement concerning the work submitted for assessment could be considered academic malpractice and investigated as such. If the amount of work submitted is higher than that specified by the word limit or that declared on your word count, this may be reflected in the mark awarded and noted through individual feedback given to you.
The deadline date for this assignment is 12:00:00 on Wednesday 31st August 2022
You must submit an electronic copy of the assignment to the Assignment Submission area within the module resource on the Blackboard MINERVA website no later than 12:00:00 noon prompt on the deadline date.
Faxed, emailed or hard copies of the assignment will not be accepted.
Failure to meet this initial deadline will result in a reduction of marks, details of which can be found at the following place: https://students.business.leeds.ac.uk/assessment/code-of-practice-on-assessment/
Please ensure that you leave sufficient time to complete the online submission process, as upload times can vary. Accessing the submission link before the deadline does NOT constitute completion ofsubmission. You MUST click the ‘CONFIRM’ button before 12:00:00 noon for your assignment to be classed as submitted on time, if not you will need to submit to the Late Area and your assignment will be marked as late. It is your responsibility to ensure you upload the correct file to the MINERVA, and that it has uploaded successfully.
It is important that any file submitted follows the conventions stated below:
The name of the file that you upload must be your student ID only.
During the submission process the system will ask you to enter the title of your submission. This should also be your student ID only.
The first page of your assignment should always be the Assessed Coursework Coversheet (individual),which is available to download from the following location:
You should NOT include your name anywhere on your assignment