Luxury car makers are one of the most versatile and resilient businesses that struggled and survived through the current economic crisis.

Key Skills: The key skills addressed through this assessment are
logical reasoning, analysis, evaluating, synthesis, learning and
study, structure and consistency.
Harvard Referencing: Complete reference list which MUST conform to the
Harvard System of Referencing must be included at the end of your
assignment and in text citations where appropriate.

Assignment Brief:
Luxury car makers are one of the most versatile and resilient
businesses that struggled
and  survived  through  the  current  economic  crisis.
Concepts ranging from  the  fundamentals  of advanced  marketing
strategy,  to  the  principles  of  services  marketing play a major
role in  determining  the way this industry operates and performs. The
recent changes in consumer purchasing-
power, business distributions, and geo-demographics of the target
markets in this
industry  certainly  make  it  an  interesting  sector  to
investigate  as  part  of  this

The task is divided into two parts (Part 1 & Part 2) and candidates are expected
to address both.

Your task is to identify a Global Luxury Car brand; and then analyse, evaluate
and prepare an individual report (3000 words +/- 10%) addressing the following

  Part 1:

    Using  appropriate  sources,  identify  their  existing  marketing
strategy  and
value creation process              [Weightage – 30%]

    Research, analyse and evaluate the key strengths and weaknesses of their
existing marketing strategy
[Weightage – 20%]

these include Pestel, 4ps Swot etc etc…

Part 2:
    Using  appropriate  theories  (and  real-life/academic  case
studies)  suggest an
alternative strategic approach for increasing their market share, profitability,
and long term value creation          [Weightage – 40%]

10% of the overall mark is awarded for the overall structure,
presentation and quality of sources used.

Candidates  are  encouraged  to  critically evaluate,  analyse,  and
recommend  marketing
strategies for their chosen company within a specific context of their
choice (i.e.
UK,  Germany,  Malaysia,  Trinidad  etc.).  For  the  purpose  of
this  assessment,
students need to focus on marketing strategies been used mainly at the
B2C level.

Your arguments, findings and recommendations should be supported by theories,
facts  and  figures  published  within  academic  books,  journal
articles,  recognised
business magazines and market intelligence reports.

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