Written task (individual): Case Study Essay

You are required to answer a series of questions based on the two following case studies:

·        Case 1: High Tec – Using promotion to position a brand

·        Case 2: Ben Sherman Fashion – Use of the marketing mix in the fashion industry

Both case studies are located at the end of this document.

For Case 1, you must answer all the following questions:

1.     Explain how above-the-line promotions are different to below-the-line promotions. Give examples from the case of how Hi-Tec uses above and below-the-line promotions to gain loyalty with its consumers. [25]

2.     Analyse why Hi-Tec would want to re-position itself in the mind of its consumers and against its competitors using a viral marketing campaign. Give examples of how Hi-Tech achieved this.     [25]

For Case 2, you must answer the following question:

Critically evaluate how Ben Sherman combines all four parts of the marketing mix to tie in with its branding to reflect British culture and its high profile in fashion. Make recommendations on what Ben Sherman could do in future. [50]

You must answer produce answers to the questions above questions in a Word document, in the above order and you must make clear which question is being answered.

Your answers should also be written in an essay style. This means having:

·        An introduction that states the aims of the essay and defines the key concepts that the essay will cover;

·        A main body split into appropriate paragraphs – one paragraph for each main idea presented;

·        A conclusion that summarises what was previously covered and where the writer can add their own thoughts relating to the question.

Copying directly from the case studies is not acceptable (except for small quotations). You should also supplement your answers by referring to reputable academic, industry or news sources away from the case studies and use Harvard referencing. There is no minimum or maximum number of sources to refer to but using them is likely to support your answer.

Theory and/or task resources required for the assessment:

The theoretical frameworks covered in this assessment are as follows:

• Segmentation Targeting and Positioning
• Marketing Mix
• Viral Marketing
• Promotional Mix
• Product Life Cycle

You should also supplement your answers by referring to reputable academic, industry or news sources away from the case studies and use Harvard referencing. There is no minimum or maximum number of sources to refer to but using them is likely to support your answer.

The word count includes your response to the questions but excludes your title page, the questions as headings and any references.

·        Case 1, Q1 – Max. 450 words.

·        Case 1, Q2 – Max. 450 words.

·        Case 2, Q1 – Max. 900 words.

• Explain the role of the various factors that influence the marketing decisions and activities of an organisation
• Critically evaluate distribution, pricing, product development and promotional strategies of given businesses
• Describe the influences on brand building and explain its impact on business strategy

·        Apply knowledge of marketing principles to the analysis of real-world commercial organisational practices

You must type your assessment in Arial font 11, with single spacing.

Case 1:

·        Q1 – 25

·        Q2 – 25

Case 2:

·        Q1 – 50

For each question, you will receive a mark for each of these categories:

·        Content (30)

A full response to all aspects of the question is evident

• Analysis & Evaluation (30)

All aspects are analysed and evaluated with a skill that highlights particular significances and impacts that lead to insightful conclusions

• Support (20)

Sufficient relevant academic, industry and news sources are selected and referred to; supporting points are made well

• Academic Skills (20)

The response is well-organised, coherent with an academic tone and accurate use of language

You should read each question very carefully and make sure you have answered each part. We are looking for evidence that you have covered all aspects and applied your knowledge with examples and references beyond the Case Studies themselves.