Marketing Strategy in an ‘Always-on’ World MB702

Module code and title:Marketing Strategy in an ‘Always-on’ World MB702Module leader: 
Assignment No. and type:Report (Individual)Assessment weighting:60%
Submission time and date:24th August 2022, 2PM UK time  Target feedback time and date:3 WEEKS
Assignment task
  This assignment is based on a specific company and brand, HelloFresh. The HelloFresh corporate website provides more detail about the company and what it offers – see https://www.hellofreshgroup.com/en/       HelloFresh offers meal kit solutions. The German firm, which was founded in Berlin in 2011 now operates across Europe, the US and New Zealand (Annual Report, 2020, also see figure 1 below). In addition to the core meal kits, HelloFresh also offers add-on products, such as desserts, soups, snacks and selected grocery items (i.e. meat and dairy products).   Figure 1:   German-based meal-kit delivery company forecasted its sales to grow between 57-62% in 2021 after posting an increase in revenue by almost 46% to €1.4 billion for the past three months (Mintel, November 2021). Customers of the firm grew from 5 million to 6.9 million in the past three months and it processed 27.6 million orders during the period, 41% more than in the same period in 2020. The company continues to expand, launching in Italy in October 2021.   The global meal kit delivery services market size was valued at USD 10.26 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 13.0% from 2021 to 2028 (Grand View Research, 2021). Given the potential of the Target Addressable Market (TAM), HelloFresh has identified a number of growth strategies, including HelloFresh expanding into new geographies (please see HelloFresh Capital Markets Day, 2020).   Assignment Task:   Building on the group presentation and extensive research, you are now required to write a report (individual).   By selecting a new market/geography (should be from your own group presentation), you are required to explain HelloFresh’s marketing strategy (report – 2,500 words), the contents of the report could form the foundation of a prospective marketing agency brief. You will need to include the following details in the report:   Situation Analysis: – External environment – Internal environment – Competitive environment   Objectives   Segmentation, Target and Positioning (STP) strategy you intend to focus on in your chosen country (Consumer Insights – supported by data/research from Mintel/Passport GMID).   Marketing mix, especially focusing on marketing channels to be used in order to educate, engage and convert consumers in the chosen market. Include Persona (bringing the target audience to life) and Tone of voice. Also include explanation as to why you believe these channels are effective for each stage of the customer journey from awareness through to purchase and advocacy.   Metrics or KPIs (Key Performance Indicators – must be measurable) that HelloFresh’s marketing department could use in order to determine whether the launch campaign was successful.  
     
This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes:
LO 3Develop and critically evaluate a competitive marketing strategy, paying special attention to segmentation, targeting, branding, positioning and the marketing mix
                   
Task requirements
Please take a note of the following key instructions:     This is an individual report;   Use of Mintel and Passport GMID databases to support research is mandatory – failure to use these resources will result in no marks being allocated to Analysis and Criticality.    
 
Referencing and research requirements
Please reference your work according to the Harvard style as defined in Cite Them Right Online (http://www.citethemrightonline.com). This information is also available in book form: Pears, R. and Shields, G. (2016) Cite them right: the essential reference guide. 10th edn. Basingstoke: Palgrave Macmillan. Copies are available via the university library.
 
How your work will be assessed
Your work will be assessed on the extent to which it demonstrates your achievement of the stated learning outcomes for this assignment (see above) and against other key criteria, as defined in the University’s institutional grading descriptors. If it is appropriate to the format of your assignment and your subject area, a proportion of your marks will also depend upon your use of academic referencing conventions.   This assignment will be marked according to the grading descriptors for Level 7.   Please see the assessment rubric (below).
 
Submission details
This assignment (individual report) should be submitted electronically. Please use the relevant submission point in the Submit your work area in your Blackboard module shell.   Please ensure that your work has been saved in an appropriate file format.   You can submit your work as many times as you like before the submission date. If you do submit your work more than once, your earlier submission will be replaced by the most recent version.   Once you have submitted your work, you will receive a digital receipt as proof of submission, which will be sent to your forwarded e-mail address (provided you have set this up). Please keep this receipt for future reference, along with the original electronic copy of your assignment.   You are reminded of the University’s regulations on academic misconduct, which can be viewed on the University website: https://bucks.ac.uk/__data/assets/pdf_file/0024/9546/Academic-Misconduct-Policy.pdf. In submitting your assignment, you are acknowledging that you have read and understood these regulations  
 
Submission date and time
  Individual report due by 24th August 2022, by 2 PM UK time   Work that is submitted up to 10 working days beyond the submission date will be accepted as a late submission. Late submissions will be marked, and the actual mark recorded but will be capped at the pass mark (typically 40%), provided that the work is of a passing standard. Work submitted after this period will not be marked and will be treated as a non-submission.
 FailFailPassPassPassPassPass
Report0-34 (F) – Fail35-39 E – Marginal fail40-49 (D)  50-59 (C)  60-69 (B)  70-79 (A)  80-100 (A+)  
 Not successfulBelow required standardSatisfactoryGoodVery GoodExcellentOutstanding
  Knowledge and understanding 30%   This should include evidence of: Depth of knowledge and understanding of marketing strategy in an organisational context   Engagement with subject specific theories, concepts, and analytical frameworks underpinning the situational analysis (includes PESTLE, industry analysis, SWOT, internal analysis tools/frameworks) & Strategies – STP, marketing mix, marketing channels (RACE framework), Persona, tone of voice and campaign measurements i.e. KPIs   Background investigation, analysis, research, enquiry and/or study              The presentation demonstrates: Limited or no systematic and deep understanding of knowledge within a specialised field of study and its interrelationship with other relevant disciplines, especially within the chosen organisational context;   Limited or no critical awareness of current problems and/or new insights, little of which is at, or informed by, the forefront of the marketing discipline, field or area of professional practice;   A limited or no comprehensive understanding of techniques applicable to their own research and scholarship and how these affect the way the knowledge base is interpreted.  The presentation demonstrates: Insufficient systematic and deep understanding of knowledge within a specialised field of study and its interrelationship with other relevant disciplines especially within the chosen organisational context;   Insufficient critical awareness of current problems and/or new insights, at least some of which is at, or informed by, the forefront of the l marketing discipline, field or area of professional practice;   An insufficiently comprehensive understanding of techniques applicable to their own research and scholarship and how these affect the way the knowledge base is interpreted.    The presentation demonstrates: Sufficient systematic and deep understanding of knowledge within a specialised field of study and its interrelationship with other relevant disciplines especially within the chosen organisational context;   Sufficient critical awareness of current problems and/or new insights, at least some of which is at, or informed by, the forefront of the marketing discipline, field or area of professional practice; A sufficiently comprehensive understanding of techniques applicable to their own research and scholarship and how these affect the way the knowledge base is interpreted.  The presentation demonstrates: Sound breadth and depth of systematic and deep understanding of knowledge within a specialised field of study and its interrelationship with other relevant disciplines especially within the chosen organisational context;   Sound critical awareness of current problems and/or new insights, at least some of which is at, or informed by, the forefront of the marketing discipline, field or area of professional practice; A sound comprehensive understanding of techniques applicable to their own research and scholarship and how these affect the way the knowledge base is interpreted.  The presentation demonstrates: Refined systematic and deep understanding of knowledge within a specialised field of study and its interrelationship with other relevant disciplines especially within the chosen organisational context;   Sophisticated critical awareness of current problems and/or new insights, at least some of which is at, or informed by, the forefront of the marketing discipline, field or area of professional practice; A refined comprehensive understanding of techniques applicable to their own research and scholarship and how these affect the way the knowledge base is interpreted.  The presentation demonstrates: Highly accomplished systematic and deep understanding of knowledge within a specialised field of study and its interrelationship with other relevant disciplines especially within the chosen organisational context;   Highly accomplished critical awareness of current problems and/or new insights, most of which is at, or informed by, the forefront of the marketing discipline, field or area of professional practice and beyond that taught; A highly accomplished comprehensive understanding of techniques applicable to their own research and scholarship and how these affect the way the knowledge base is interpreted.  The presentation demonstrates: Exceptional systematic and deep understanding of knowledge within a specialised field of study and its interrelationship with other relevant disciplines (especially within the chosen organisational context;   Exceptional critical awareness of current problems and/or new insights, all of which is at, or informed by, the forefront of the marketing discipline, field or area of professional practice and well beyond that taught; An exceptionally comprehensive understanding of techniques applicable to their own research and scholarship and how these affect the way the knowledge base is interpreted.
Analysis and criticality 30%   This should include evidence of: Logic and argumentUse and range of independently selected sources (Mintel/Passport GMID)Analysis and synthesisAnalytical reflectionOrganisation and communication of ideas and evidenceThe work demonstrates limited or no originality in the application of knowledge, together with only an emerging practical understanding of how established techniques of research and enquiry are used to create and interpret knowledge; A limited or no conceptual understanding is evident such that the work provides little or no evidence of the ability to:   • evaluate critically current research and advanced scholarship • develop critiques and, where appropriate propose new hypotheses • few relevant and appropriate sources used with few if any scholarly reviews and primary sources representing the forefront of the disciplineThe work demonstrates an insufficient originality in the application of knowledge, together with a partially evidenced practical understanding of how established techniques of research and enquiry are used to create and interpret knowledge; A partial conceptual understanding is evident such that the work provides only partial evidence of the ability to:   • evaluate critically current research and advanced scholarship • develop critiques and, where appropriate propose new hypotheses • Use of a limited range of relevant and appropriate sources, including some scholarly reviews and primary sources representing the forefront of the disciplineThe work demonstrates sufficient originality in the application of knowledge, together with an adequate practical understanding of how established techniques of research and enquiry are used to create and interpret knowledge;   A sufficient conceptual understanding is evident such that the work provides evidence of the ability to: • evaluate critically current research and advanced scholarship • develop critiques and, where appropriate propose new hypotheses • Use of a sufficient range of relevant and appropriate sources, including scholarly reviews and primary sources representing the forefront of the disciplineThe work demonstrates originality in the application of knowledge, together with well-developed practical understanding of how established techniques of research and enquiry are used to create and interpret knowledge; A sound conceptual understanding is evident such that the work provides evidence of the ability to: • evaluate critically and thoroughly current research and advanced scholarship • develop sound critiques and, where appropriate propose new hypotheses • Use of a sound range of relevant and appropriate sources, including scholarly reviews and primary sources representing the forefront of the disciplineThe work demonstrates originality in the application of knowledge, together with a sophisticated practical understanding of how established techniques of research and enquiry are used to create and interpret knowledge; A sophisticated conceptual understanding is evident such that the work provides evidence of the ability to: • evaluate critically and with sophisticated insight current research and advanced scholarship • develop sophisticated critiques and, where appropriate propose new hypotheses • Use of a sophisticated range of relevant and appropriate sources, including scholarly reviews and primary sources representing the forefront of the disciplineThe work demonstrates originality in the application of knowledge, together with a highly accomplished practical understanding of how established techniques of research and enquiry are used to create and interpret knowledge; A highly accomplished conceptual understanding is evident such that the work provides evidence of the ability to: • evaluate critically and innovatively current research and advanced scholarship • develop highly accomplished critiques and, where appropriate propose new hypotheses • Use of a highly accomplished range of relevant and appropriate sources, including scholarly reviews and primary sources always representing the forefront of the discipline        The work demonstrates originality in the application of knowledge, together with an exceptional practical understanding of how established techniques of research and enquiry are used to create and interpret knowledge; An exceptional conceptual understanding is evident such that the work provides evidence of the ability to: • evaluate critically and highly innovatively current research and advanced scholarship • develop exceptional critiques and, where appropriate propose new hypotheses • Use of an exceptional range of relevant and appropriate sources, including scholarly reviews and primary sources always representing the forefront of the discipline
  Application and Practice 30% This should include evidence of: Development and/or application of marketing strategy specific specialist skillsAccuracy, coordination, and proficiency in completion of processesTechnical skillsPresentation of research findings and use of data  Work demonstrates: Limited or no ability to deal with complex issues systematically and creatively, making it difficult to make sound judgements; A limited or no ability to develop solutions to problems and autonomously plan and implement tasks at a professional or equivalent level, demonstrating little self-direction and originality  Work demonstrates: Insufficient ability to ability to deal with complex issues systematically and creatively to make sound judgements; A partially evidenced ability to develop solutions to problems and autonomously plan and implement tasks at a professional or equivalent level, demonstrating some self-direction and originality  Work demo1nstrates: sufficient ability to deal with complex issues systematically and creatively to make sound judgements; A sufficient ability to develop solutions to problems and autonomously plan and implement tasks at a professional or equivalent level, demonstrating acceptable self-direction and originality  Work demonstrates: Well-developed ability to deal with complex issues systematically and creatively to make sound judgements; A well-developed ability to develop solutions to problems and autonomously plan and implement tasks at a professional or equivalent level, demonstrating consistent self-direction and originality  Work demonstrates: Sophisticated ability to deal with complex issues systematically and creatively to make sophisticated judgements; A sophisticated ability to develop solutions to problems and autonomously plan and implement tasks at a professional or equivalent level, demonstrating sophisticated and consistent self-direction and originality  Work demonstrates: Highly accomplished ability to deal with complex issues systematically and creatively to make authoritative and innovative judgements; A highly accomplished ability to develop solutions to problems and autonomously plan and implement tasks at a professional or equivalent level, demonstrating highly accomplished and sustained self-direction and originality  Work demonstrates: Exceptional ability to deal with complex issues systematically and creatively to make authoritative and highly innovative judgements; An exceptional ability to develop solutions to problems and autonomously plan and implement tasks at a professional or equivalent level, demonstrating exceptional and unfailingly sustained self-direction and originality    
Transferable skills 10% This should include evidence of: Written (Report), and electronic communicationPersonal motivation, organisation, and time-management  Work demonstrates limited or no ability to: –communicate information, ideas, problems and solutions accurately and reliably utilising relevant communication skills -an ability to manage their learning and work with minimal or no supervision. – act with Initiative in decision-making to take full responsibility for achieving personal and/or group outcomes and/or outputs  Work demonstrates insufficient ability to: –communicate information, ideas, problems and solutions accurately and reliably utilising relevant communication skills -an ability to manage their learning and work with minimal or no supervision. – act with Initiative in decision-making to take full responsibility for achieving personal and/or group outcomes and/or outputs  Work demonstrates a sufficient ability to: –communicate information, ideas, problems and solutions accurately and reliably utilising relevant communication skills -an ability to manage their learning and work with minimal or no supervision. – act with Initiative in decision-making to take full responsibility for achieving personal and/or group outcomes and/or outputs  Work demonstrates a consistent and confident ability to: –communicate information, ideas, problems and solutions accurately and reliably utilising relevant communication skills an ability to their learning and work with minimal or no supervision. – act with Initiative in decision-making to take full responsibility for achieving personal and/or group outcomes and/or outputsWork demonstrates a Highly proficient ability to: –communicate information, ideas, problems and solutions accurately and reliably utilising relevant communication skills -an ability to manage their learning and work with minimal or no supervision. -act with Initiative in decision-making to take full responsibility for achieving personal and/or group outcomes and/or outputsWork demonstrates a Highly accomplished ability to: –communicate information, ideas, problems and solutions accurately and reliably utilising relevant communication skills -an ability to manage their learning and work with minimal or no supervision. -act with Initiative in decision-making to take full responsibility for achieving personal and/or group outcomes and/or outputsWork demonstrates a exceptional ability to: –communicate information, ideas, problems and solutions accurately and reliably utilising relevant communication skills -an ability to manage their learning and work with minimal or no supervision.   -act with Initiative in decision-making to take full responsibility for achieving personal and/or group outcomes and/or outputs -reflect on
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