Competing Through Marketing
Semester A 2020
Competing Through Marketing
This assignment is worth 70% of your overall mark for the module
Please answer two questions. You should submit by 22.00 pm on 15th January 2021 via Canvas. All questions should be answered with appropriate theoretical underpinning and must be fully referenced. You should ensure that you illustrate your answers with examples from real organisations. This is an individual assignment.
Word count: approx. 750-1,000 per question
1. Organisations today face a wide range of challenges in an increasingly competitive global market (Kodama, 2017). Critically evaluate the requirement of all businesses to engage in continuous improvement and new product development if they wish to sustain a competitive advantage.
2. Fast-fashion retailers, such as H&M, Zara, Primark, Primark, TopShop and Boohoo, sell garments at very competitive prices. Furthermore, their designs are sometimes fashioned to be worn less than 10 times (McAfee et al., 2004). There is, however, a call for more sustainable and ethically sound production (McNeil and Moore, 2015). Critically evaluate the appeal of the fast fashion industry, and the extent to which such an approach to consumer fashion is sustainable in a world increasingly impacted by climate change.
3. It has been argued (Yankelovich and Meer, 2006) that the weakening predictive power of demographics means that demographic segmentation is no longer the best way to segment the market. Critically analyse this contention, and using examples from the fast food industry, consider how fast food companies are using different segmentation approaches, and how this impacts their targeting and positioning strategies.
4. Kim (2019) suggests that quite a few luxury fashion brands do not sell online, yet as luxury consumers become younger and more technology savvy, it becomes increasingly important for luxury brands to consider their approach to e-luxury (online luxury), especially with the COVID-19 pandemic. Critically discuss the potential of luxury e-commerce, and consider how luxury values and experiences can be managed in an online environment.
5. With increasingly crowded and competitive markets, the importance of strong brand associations to differentiate the brand from its competitors becomes ever more important (Keller and Lehmann, 2006). For a brand of your choice critically analyse how it has achieved a distinct brand positioning to achieve a competitive advantage.
6. Covid-19 has created formidable challenges for organisations as they try to make their marketing messages heard in a disruptive world. The disappearance of many channels related to live events and conferences, plus the barriers to face-to-face business means a heavier reliance on digital channels. Critically evaluate how marketers can communicate effectively in a post Covid-19 world.
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