need help
this is an essay, i need to turn in
Your assessment consists of a 3,000-word essay. The essay should have two main sections: 1. a PESTEL analysis We want you to use this framework in a thoughtful and critical way in order to evaluate the current and future attractiveness of a particular market segment. Draw some meaningful conclusions. 2. BZC/BZB perspective The second part will depend on whether you are taking a BZC or BZB perspective. If you are taking a BZC perspective: the second part should entail applying the marketing mix and STP process in order to critically evaluate the company's performance and how it could be improved (i.e. an application of what we called V 1 thinking). Carefully evaluate how well the company is applying these two frameworks - the marketing mix and the STP process, and make some recommendations for how it could do it better. If you are taking a BZB perspective: then this second part will consist of you arguing whether a V 1 , V 2 , or V 3 perspective should be taken in order to critically evaluate the company's performance and how it could be improved. Again, carefully evaluate how well the company is or is not applying this kind of thinking, and make some recommendations for how it could do things better. We will be looking to see if you are able to: . critically evaluate the attractiveness of the external business environment . demonstrate understanding of the PESTEL framework by applying it - if working in a BZC environment, demonstrate your understanding of the concepts of segmentation, targeting, position and the 'marketing mix' and apply these concepts to the company in which you work. - if working in a BZB environment, demonstrate your understanding of the concepts of the traditional transaction perspective, the relationship management perspective, and the network management perspective and evaluate the relative merits of whether to adopt a traditional transaction perspective, a relationship management perspective, or a network management perspective to the company in which you work. Format of assessment submission A written essay of 3,000 words in length. Please use 12-point font in Times New Roman, Calibri, Arial, or something similar. Please be sure your essay is well presented, that means having an: . introduction . conclusion - a list of references. Please do number your different sections please - in the same way that you would do if you were writing an important report for your boss. As outlined above, the essay should have two main sections. Further points to consider : The essay entails doing a strategic review of the state of marketing within your chosen company - this assignment requires that you must have a specific company in mind. Don't fall in to the trap of doing it for some company that you can read up about on the internet (such as General Motors, Alibaba, or Google, for example unless, of course, you work for them). The reason for this is that you will not be able to have the in-depth insights that we are looking for. When doing your essay, take as focused a view as possible. If your company operates in both BZC and BZB markets, pick just one of them. If your company has multiple SBUs, pick just one of them. If your company offers multiple products and/or services, pick just one of them, or at least a closely related group of them. Final Assessment Mark: Please note this is a provisional mark to assist you in understanding your feedback. This has not yet been externally moderated and so may be subject to change when ratified by an Assessment Board. You will be informed of any re-assessments once your marks have been ratified by the Assessment Board
