Assessment Requirements: The submission of your work assessment should be organised and clearly structured in a report format. Maximum word length allowed is 4,000 words, excluding words in charts & tables and in the appendixes section of your assignment. This assignment is worth 100% of the final assessment of the module. Student is required to submit a type-written document in Microsoft Word format with Times New Roman font type, size 12 and line spacing 1.5. Indicate the sources of information and literature review by including all the necessary citations and references adopting the Harvard Referencing System. Students who have been found to have committed acts of Plagiarism are automatically considered to have failed the entire module. If found to have breached the regulation for the second time, you will be asked to leave the course.

Marking Criteria - Background statement: Good introduction, providing an oversight of the company and the competitive environment 10 marks. External Analysis and Internal Analysis: Ability to apply theory to practice 30 marks. Segmentation: The ability to identify the present targeted segments, creation of marketing persons and competitive positioning of the company 15 marks. New marketing mix: The ability to recommend and justify the use of new marketing mix 30 marks. Overall Standard of Presentation: Presents material in an interesting and informative way and references per Harvard style of referencing. 15 marks.

Marking criteria which applies to all sections of the assignment: Clear and structured presentation of answers showing clarity of expression, Each question should be answered comprehensively and creatively, Students should demonstrate critical analysis and evaluation of the material, literature and theories covered during course lectures. The ability to critically weigh and evaluate the alternative theories/studies available. Harvard Referencing style.