Marketing Strategy MKT701 Written Assignment

Marketing Strategy MKT701 Written Assignment

This information is proprietary to Dr. Imran Khan. Scanning, copying, website posting, or reproducing and sharing in any form is strictly prohibited.

Marketing Strategy (MKT701) Written Assignment-1
Fall AP2 – 2020
Imran Khan

DETAILS & INSTRUCTIONS

Total Points: 100.

Due Date: Sunday, November 8th at 11:00 PM CST.

Submission: via Moodle. Please click on the assignment link in Module 2 and it will take you to the page where you would be able to upload the document.

This is an individual activity.

Please email any questions to your assigned academic coach. If you prefer, you can copy me on the email.

Key Learning Objectives (for all written activities):

1. 1)  Apply knowledge learned in specific modules to actual business phenomenon.
2. 2)  Develop/enhance business research and analysis skills.
3. 3)  Communicate marketing knowledge in a formal business style research report/insight.

Marketing Strategy MKT701 Written Assignment

Instructions

• For citations, please use APA style. Information on APA style can be found through various online sources. Please note that there may be various variations of the APA style so whichever one you use would be fine. However, please maintain consistency in whichever format you use. Here is an example.

In-text Citations

Transaction cost theory, originally proposed by Coase (1937) and then developed upon by Williamson (1975), examines the efficacy of performing a particular transaction internally versus externally (Geyskens, et al., 2006). In that regard, TCA evaluates the benefits and disadvantages of outsourcing vis a vis in-house development of a product (Ang and Straub, 1998; Bhali and Rivard, 2003; McNally and Griffin, 2004).

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Bibliography Format

McNally, R.C., and Griffin, A. (2004). Firm and individual choice drivers in make-or-buy decisions: a diminishing role for transaction cost economics? Journal of Supply Chain Management. 40(1), 4-17.

You can also use the following link to get more information on APA citation format.

• The research paper must have a minimum of 10 references in the bibliography section. The sources that are provided in this paper can be part of the 10 references. Different pages of a company’s website are considered a single reference.
• Page Length: 4-7 pages, single-spaced (including any charts; excluding cover page and bibliography). The paper must be at least 4 pages in length. While there is no penalty in terms of going over the 7-page limit, it is recommended that you stay as close to that number as is possible to minimize any repetition, etc.
• Students are not required to include charts/figures but if you do choose to use these, the charts must be embedded in the main body of the paper (in relevant sections) and not in an appendix. Chart/figure numbers and titles must be used. Please make sure that the chart/figure is legible. Please cite the source for the chart at the bottom.

  Example

  Figure 1: Housing Demand in the US, 2019

  Source: Zillow Group

• Important – Students are required to meet the Turnitin threshold of 20% content match or less. Turnitin is already integrated in Moodle and all you need to do is click on the assignment link and it will give you the option to upload the paper

Marketing Strategy MKT701 Written Assignment

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This information is proprietary to Dr. Imran Khan. Scanning, copying, website posting, or reproducing and sharing in any form is strictly prohibited.

and will generate a content match percentage score. If your match percentage is higher than 20%, you will have the opportunity to take down the document and re-submit it until the due date. Please note that sometimes the Turnitin system, depending on how busy their servers are, takes a bit longer (perhaps several hours) to provide the match percentage score. If the system does not generate your match percentage right away, please log out of Moodle and log back in and you should be able to see the match percentage score. A tiered penalty system will be applied for match percent higher than 20%.

Please avoid excessive use of direct quotes from any of the research sources. The write-up/answers should be in your own words and excessive use of direct quotes will almost certainly raise the Turnitin content match percentage.

• Each question must be labeled, {e.g. Q1 (a)}, and must be answered separately.
• Students should use additional research (beyond what is provided with the

  assignment) to support your answers.

• Late Submissions: Unless otherwise, late submissions may not be accepted or may receive partial credit only. If an extraordinary event prevents you from submitting your paper on time, please advise both myself and your assigned academic coach ahead of time or at your earliest.

  This activity relates to material covered in Modules 1 & 2. Please leverage relevant information from the modules to help you develop answers to activity questions.

  This activity focuses on Apple TV+, a video streaming service. Relevant URLs

  1. Apple TV+
  2. Apple Investor Relations
  3. Apple Earnings – Q4
  4. Streaming Services Data – Statista – Please use the free data only.
  5. Top Streaming Service Providers – Parks Associates
  6. Article on Streaming Services vs. Cable TV – Forbes

  Please do not pay for any research/data. Only use the free information that is available from various sites.

  In addition to the above URLs, you must conduct additional research to develop a deeper understanding of trends in the video streaming services market.

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Marketing Strategy MKT701 Written Assignment

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Q.1. (a) Develop a SWOT analysis for Apple TV+. In doing so, identify and explain 3 strengths, 3 weaknesses, 3 opportunities and 3 threats for the company. Use research to support your answer. (25 points)

(b) Are any of Apple TV+ strengths sustainable over the next 12-24 months? Explain your answer. (10 points)

Hint: Opportunities are not the same as recommendations, i.e., Apple TV+ should enter foreign markets. Rather an opportunity is a trend, e.g., growing Internet penetration in emerging global markets. Similarly, threats are also external to the company and should not be confused with weaknesses. Opportunities and threats are tied to the macro- environment such as social cultural shifts, economic outlook, competition, etc.

Answer Format (part a): Use headings and sub-headings. For instance, the main heading could be Strengths and you can use a sub-heading for each strength followed by an explanation. Or the main heading can be Strengths and you can create a bullet-point list below that. However, each bullet-point must have sufficient details/explanation and it cannot be a merely two or three word sentence.

Answer Format (part b): Either paragraph or a bullet point list along with explanation. Q.2. (a) Identify and explain 5 criteria a consumer is likely to use when deciding which

streaming service to subscribe to? Use research to support your answer. (25 points)
(b) How does Apple TV+ rank on each of these criteria? (Excellent, Good, Fair, Poor)?

Marketing Strategy MKT701 Written Assignment

Explain your rationale. (10 points)
Answer Format (part a): List each criterion using a heading followed by an explanation

of why that criteria are likely to be important to the buyer/subscriber.

Answer Format (part b): You can develop a chart/matrix or use a different format. Briefly explain the rationale behind each ranking.

Q.3. (a) Which of the following strategy(ies) is the company employing at present/currently for it Apple TV+ offering? See Figure 1 below. Use research to support and explain your answer. (15 points)

(b) Which strategy(ies) should Apple TV+ use going forward? Explain your answer. You can choose the strategy(ies) from Figure 1 or you can propose on of your own. In developing your recommendation, you can focus on short or long-term or both. (15 points)

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Hint: For part (b), one way to come up with a strategy is to review the SWOT analysis to see if you can find something there that may be worth exploring. Another way would be to look at the customer purchase criteria which you identified.

Answer Format: Each part must be answered separately. Use headings or subheadings followed by an explanation.

Figure 1: Marketing Strategies

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