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Marketing:The only route is sustained competitive advantage Custom Essay

As an independent advisor to the main board of a company, you are required to produce a 2000 word report for circulation to the top management team. The title of the report is “MARKETING: THE ONLY ROUTE IS SUSTAINED COMPETITIVE ADVANTAGE”.
The report will be marked on the following factors:
• Introduction and proper focus
• Use of theory
• Level of critique
• Evidence of independent research
• Conclusion
• Recommendation
• Bibliography
• Structure and presentation

1. Writing: Written in English in an appropriate business/academic style

2. Focus: Focus only on the tasks set in the assignment.

3. Length: 2000 words.

4. Formatting: 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. 100% course work.

Proposed assignment structure:
Introduction
Explain what the report is about.
(E.g. The report will discuss _______)

Main body
1. Background
• Challenges in the environment – highlight a few. Demonstrate evidence of your own research.
• E.g. According to Financial Times (FT, 14 Apr 2016) the economy is ______
• Smith (2015) highlights that competition is _______
• The Government National Statistics Bureau (2016) has published data on _____

2. The environmental pressures have made the company’s management consider the shift from product orientation to marketing/customer orientation.
The focus in this section should be on the question of your assignment: “Marketing: the only route to sustained competitive advantage”. Suggest a marketing strategy for the company. Possible ideas for discussion:
a) What is a competitive advantage?

b) How marketing philosophy/approach will benefit the company. Which new opportunities it will give.
c) What needs to be implemented in Anderson in order to make it a marketing-focused organisation (e.g. new culture, new structure, MKIS – Marketing information system, CRM-Customer relationship management, etc?)
Always support your argument with evidence from research, viewpoints from academic and business publications. Relate theory to the case scenario.

Conclusion.
Provide conclusion and recommendations. Do not present new ideas in the conclusion. Simply summarise what you have said in the main body of your report.

 

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