Individual report

· 2,750 – 2,850 words (excluding references)
· Have a cover page
· Double space or 1.5 space your work.

Topic: Research and analyse Company Y in terms of its market / marketing environment and CSR practices

* Students can select a company (Company Y) that suits their interest
* Company Y CANNOT be the same company Related to BMW GROUP
* It is essential that you select a company that has presence in the UK and / or focus on UK market

Assessment criteria
Criterion
Weighting%
Content

Introduction of Company Y and its recent performances

5
Macro environment analysis

15
Industry structure analysis

15
Strategic position analysis

15
Applying an additional appropriate analytical tool of student’s choice

10
Discuss the ethical issues Company Y are facing (or might face in the near future) and evaluate its CSR practices

10
Conclusion

10
Presentation characteristics

Structure and layout

10
Referencing and research

10

Assessment criteria explained:
-Content
Demonstrate knowledge about Company Y’s recent performances (e.g. marketing and financial performances)
Examine the macro environmental issues that has potential impact on Company Y’s marketing performance with examples and evidences (Recommended analytical tool: PEST/PEEST/PESTEL)
Examine the industry-level issues that has potential impact on Company Y’s marketing performance with examples and evidences (Recommended analytical tool: Porter’s Five Forces, Value Chain analysis)
Examine Company Y’s strategic position with examples and evidences (Recommended analytical tool: SWOT / perceptual map)
Examine Company Y’s marketing performance with one other tool of student’s choice (e.g. PLC, BCG Matrix, 3Cs, Ansoff Matrix).
Evaluate Company Y’s current CSR practices and discuss whether these practices are sufficient for the ethical issues that Company Y are facing or might face in the near future.
Conclusion- An overall summary of Company Y’s future (3-5 years) prospect.

-Referencing and research
Appropriate referencing method was used (Harvard style preferred)
Reviewed a diverse range of literature / material (e.g. journal articles, books, trade magazines, and newspaper)

-Structure and layout
Whether the guideline (word counts, layout) has been followed
Whether the report is structured and presented in a logical, professional and consistent manner