EFIM10017 MARKETS & MARKETING
Summative Assessment Details and Guidelines
(Individual Report) (100% of Unit Grade)
General Summative Assessment Details
The following sections will outline the requirements for this unit’s summative assessment. Your
summative assessment for this unit is: an individual report based on the formative presentation. This is
an individual report of 3,000 words due at 1pm on 10/05/2023. The report should be uploaded
through Turnitin (as per the University of Bristol procedure). Ensure you leave enough time in case of
technical issues or slow network speeds.
Brief of the Summative assessment (as outlined in Unit Handbook)
Good news, the CEO has decided to provisionally base the decision on whether to invest in the UK on
your presentation recommendation. However, before the final decision is made, she wants to see a
detailed report which led you to the recommendation and has instructed the global strategy team to
analyse your work in depth. The team are based in the Global Head office in Chicago and hence your
report needs to explain how you have come to the recommendations you have reached as they do not
have the knowledge of the UK market that you have now gathered. The report will differ from the
presentation, as you are now preparing a detailed document which will feed into this strategy team for
detailed analysis. This document will support the conclusions you have given in the presentation but
will include the detail on why you came to these recommendations. Draw from academic texts,
academic papers, case studies, business examples, consumer data, market data (e.g., from the Bristol
resources centre) or any other reliable sources which you think are relevant. Explain any assumptions
you have made and explain why you have made them (based on logic/insight/texts/etc).
Your report will be assessed against the following criteria:
• The extent to which your report addresses all aspects of the brief.
• The quality and range of resources used to sense and analyse the UK marketplace in the
context of the organisation’s product.
• The quality of the analysis undertaken and the use of that analysis to produce reasoned and
justified evaluations and recommendations.
• The selection/relevance of the analytical frameworks undertaken.
• Structure of the report: clarity of written English, grammar, correct referencing, general
neatness of presentation.
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Important Note
This report is based on the group discussions and formative presentation. However, the report itself is
an INDIVIDUAL piece of work. This means there should be NO collaboration in creating the report. You
may use the same sources and data/charts that were used in the presentation if you wish, but all other
texts will be evaluated for group/self-plagiarism in the usual manner. Also, if your personal opinion
diverges from the decision given in the presentation (for whatever reason, e.g., new material coming to
light, or just a fundamental disagreement, etc.) then you may create the report with a different viewpoint
as to what was advised in the presentation.
Recommended Structure (Indicative)
You report can be structured with the following sections (indicative structure)
1. Executive Summary. You should provide an overview of your report and summarise its key
points. The executive summary should not be more than one page.
2. Introduction. You should provide a brief overview of the company and the sector it operates
in.
3. Macro- environment Analysis (PESTEL). Using the PESTEL Analysis framework, you should
provide an overview of all the political, economic, socio-cultural, technological, ecological, and
legal factors (macro analysis) which may affect the company and the sector it operates in.
4. Micro-environment Analysis (Porter’s Five Forces Model). Using Porter’s Five Forces
Model, you should provide an analysis of the bargaining power of buyers (consumers), bargain
power of suppliers, threat of new entrants, threat of substitution, and competitive rivalry (micro-
environment analysis).
5. Current Marketing Mix Analysis (4Ps). You should provide an overview of the company’s
product, pricing, place (distribution), and promotion strategies.
6. Competitors Analysis. You should provide an analysis of the company’s main competitors.
7. SWOT Analysis. You should use this section to summarise the company’s internal strengths
and weaknesses, and external opportunities and threats, drawing from all previous sections.
8. Growth Strategy (Ansoff’s Matrix). You should outline your main strategic recommendation
drawing from the results outlined in the previous sections.
9. Target Segment(s) and Positioning Concept. You should provide details of the segmentation
variables you have used to segment the consumer market. You should then indicate the
segments you have identified, and recommend segment(s) the company should target. Finally,
you should explain the positioning concept (using perceptual mapping) the company should
develop to target those segment(s) successfully.
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Avoiding Academic Misconduct
The lack of a proper reference list or appropriate in-text referencing will affect your mark and may be
considered plagiarism, which is a serious offence. There are different acceptable referencing styles;
however, we recommend the Harvard referencing technique. More information is available here:
https://www.bristol.ac.uk/library/subject-support/referencing/ Your reference list should list your
sources in alphabetical order by first author's surname. This should include all (and only) the
sources you have directly cited in the text. Whatever your source is, you need to provide a full set
of publication details as described in the guide linked above.
Plagiarism
Plagiarism is an example of academic malpractice and can lead to very serious penalties, up to
exclusion from the University. You should read the University’s guidelines about this:
http://www.bristol.ac.uk/students/study/teaching/integrity/
https://www.bristol.ac.uk/library/support/findinginfo/plagiarism/.
Detailed Marking Criteria
Your work is assessed based on the following criteria:
1. Your knowledge and understanding displayed. It is important that you demonstrate
excellent understanding of the concepts and frameworks included in your report.
2. Your level of critical discussion. It is important that you provide an informed level of
constructive critique of the company and the market sector in which it operates. This should
work in conjunction with the following criterion.
3. The quality of your arguments used in developing conclusions. You should consider
arguments and counter-arguments and explore different perspectives, making sound
arguments and recommendations.
4. Your use of quality sources. You should use appropriate sources of information for your
analysis (please see below for details of recommended available Library sources).
5. Your application to real world phenomena. It is important that any concepts and
frameworks included in the report are successfully applied on the case company.
6. The way that your assignment is structured. An indicative structure has been provided.
7. Your report’s writing style and presentation. You should write your report in a professional
style, avoiding first person writing. Your report should be clearly structured and signposted
using the structure recommended.
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Sources
• The Library has access to a range of databases that you can use to research industries. The
main sources are Business Source Complete, Factiva, Mintel and WARC. These can all be
accessed from the Company/Industry information page at Company, industry and marketing
information - Management - LibGuides at University of Bristol
• There are also a short set of (generic) videos on how to use Business Source Complete to
find academic and industry information (videos 1 and 3 would be the most useful):
https://xerte.bris.ac.uk/play.php?template_id=5625.
• The same for Mintel and WARC: https://xerte.bris.ac.uk/play.php?template_id=5592
• The university offers a very good study skill service which you can access from Study skills |
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