Instructions for group assignment (Strategic Marketing 2022)

Goals of the group assignment:

 The assignment would equip you with skills, competence and frameworks in
developing a strategic marketing plan.

 The group assignment is crucial component for any course of this nature. It
tests and challenges the ability of students in integrating their learning in an
applied situation. If a group undertakes the same seriously the real learning
is the process of doing the assignment.

 This group project in a way is “marketing capstone” for all learning in

various marketing courses that you might have studied in two years.

 Each product category allotted has a certain uniqueness.

Stage 1: (Date of submission 1 (Aug 22, 2022 by 5 pm) Each group would
focusing on a product category and a given company but the same competitor.
Therefore, market entry strategies have to be different. You can visualise making an
entry in Bangalore-Mysore markets

 You need to assume a decision-making context for the company you have
chosen that is launching products in the category.

 Undertake, Customer, Competition and Company analyses to differentiate

yourself from the market and gain competitive advantage

 In the outline the groups have to furnish their Information Requirement

Planning. Indicate the broad contours of your assignment including different
frameworks that you might choose to apply and the approach your group
plans to undertake in executing the assignment.

 Give the broad structure of your final report (headings only)

 This submission need not exceed 10 pages (A4 size, default spacing,
standard font and size)

Stage 2: (Final report. Date of submission: Day of the SMkt endterm

examination)

 Each group shall the apply the concepts / frameworks discussed in class
sessions and analyse the environment the market entry strategies, policies /
role of home government, home country pressure groups and non-market
factors that impact decision-making.
 You need to apply Resource based view to understand your firm’s
competence
 Highlight market environment dimensions, competitor analysis, customer
analysis, company/ firm competences, formulation of marketing strategy

 How the sustainability /social responsibility paradigm is getting

incorporated in your strategy and business plan for market entry has to be
highlighted.

 All references ought to be cited. Mere cut and paste reports would not be
accepted. Your report would be assessed for clarity, logic, ability to use
frameworks and concepts discussed in class, originality, structuring of
your report etc. The report shall not exceed 25 slides in PPT format. Mere
filling up of information would not be deemed a report and might be
returned to the group as incomplete and assessed as such.

 Kindly note that the assignment has high weightage as discussed in the
course outline.

 No extension of time shall be sought or can be given.

 There would be a presentation (in class) of the group assignment which

would also be assessed. Presentations would precede the final report
submissions.