BCO316 Industrial Marketing RE-SIT Task brief & rubrics

Task: Case
Description:

 Individual task.
 This is an academic paper, so make sure to quote relevant publications, such as academic journals and books, to support your arguments. In order
to find relevant publications, you may browse through EBSCO (link is on Moodle) and/or Google Scholar, where you’ll find access to many
academic publications.

Formalities:

 For the document: From 2500 to 3000 words.

 Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
 Font: Arial 12,5 pts.
 Text alignment: Justified.
 The in-text References and the Bibliography must be in Harvard’s citation style.

Submission: Wednesday 8 September 2021, 23:59 Barcelona time.

Weight: Resit – worth 100% of the overall grade – Please remember resits are capped at 70%

Task
CASE: VALEO

Valeo is a French global automotive supplier headquartered in France, listed on the Paris Stock Exchange (CAC-40 Index). It supplies a wide range of products to
automakers and the aftermarket. The Group employs 113,600 people in 33 countries worldwide. It has 186 production plants, 59 R&D centers and 15
distribution platforms. Its strategy is focused on innovation and development in high-growth potential regions and emerging countries. [1] In 2018, Valeo's sales
rose 4% to €19.1 billion. It also ranked as France's leading patent filer from 2016 to 2018. [2]

The Group employs 113,601 people in 33 countries throughout the world. It has 184 production plants, 55 R&D centers and 15 distribution platforms.
Valeo is structured around four business units:[13]

1. Comfort & Driving Assistance Systems (specialized in technologies to make driving safer, more intuitive, more autonomous and more connected)
2. Powertrain Systems (development of innovative solutions for reducing CO 2 emissions in terms of electrification, automated transmissions and clean
engines for vehicles)
 3. Thermal Systems (optimization of vehicle thermal management and passenger well-being)
4. Visibility Systems (development of technologies ensuring the best visibility and safety for drivers in all weather conditions)
Its Valeo Service activity supplies original equipment spares to automakers and replacement parts to the independent aftermarket. [14]
Original equipment sales growth by destination region:

 Europe and Africa: 46% of sales

 Asia: 32% of sales
 North America: 20% of sales
 South America: 2% of sales

Considering all above, if you were Marketing Manager of Valeo:

1) Which segmentation strategy should you define?

2) Which distribution channels could be the most adequate?
3) Which communication strategy should you help to increase your market penetration?
Rubrics
Exceptional 90-100
Knowledge & Student demonstrates
Understanding excellent understanding of
(20%) key concepts and uses
vocabulary in an entirely
appropriate manner.
Application Student applies fully
(30%) relevant knowledge from
the topics delivered in
class.
Research Student makes an
(30%) excellent, fully relevant and
prospective research for
the case explored.
Communication Student communicates
(20%) their ideas extremely
clearly and concisely,
respecting word count,
grammar and spellcheck.
Good 80-89 Fair 70-79 Marginal fail 60-69
Student demonstrates Student understands the Student understands the task
good understanding of the task and provides minimum and attempts to answer the
task and mentions some theory and/or some use of question but does not
relevant concepts and vocabulary. mention key concepts or uses
demonstrates use of the minimum amount of relevant
relevant vocabulary. vocabulary.
Student applies mostly Student applies some Student applies little relevant
relevant knowledge from relevant knowledge from knowledge from the topics
the topics delivered in the topics delivered in delivered in class.
class. class. Misunderstanding Misunderstands are evident.
may be evident.
Student makes a good and Student makes a semi-good Student makes an unclear or
mostly prospective research. Some issues invalid research, with many
research for the case might derive from the misunderstandings.
explored. proposal that would make
it difficult to apply.
Student communicates Student communicates Student communicates their
their ideas clearly and their ideas with some ideas in a somewhat unclear
concisely, respecting word clarity and concision. It and unconcise way. Does not
count, grammar and may be slightly over or reach or does exceed
spellcheck. under the wordcount limit. wordcount excessively and
Some misspelling errors misspelling errors are
may be evident. evident.