Critically evaluate how communication strategies can meet marketing objectives

Customer Continuity and Growth (MBA Marketing)

Assignment 1 - Background to the company

Deadline 19/11/2024

Task

For this first assessment you will specifically be focussing on step one: background to company. Here you are to identify an organisation that you wish to focus this assignment and the following assignments on. Bear in mind, these assignments are about customer continuity and growth. However, this particular assignment only asks you to provide the background of the company. Thus, see this as an introductory section that you will use to guide the final two assignments.

Your submission should 750 words in length (+/- 10%).

Please make sure that you correctly cite and reference all secondary sources you use, and include a reference list. The reference list will not be included in your final word count.

Assignment 2 – Analysis of Company

This second assessment asks you to take the discussion from assessment 1 and build upon it. Students will be required to review and analyse the practice within an organisation of their choice and will be expected to develop relevant strategies which can be implemented.

Students will be required to complete this in the form of a report which will be achieved in three stages:

1. Background to company
2. Analysis of company
3. Development of strategies and implementation plan (Final report)

Task

For this second assessment you will specifically be focussing on step two: analysis of company. Here you are to further develop your discussion from assessment one. However, here you are expected to critically evaluate the organisation’s current communication strategies in relation to their marketing objectives. You will therefore need to refer to relevant marketing concepts, models and theories. This can either be from what we have already covered or others that you might have come across through your independent reading.

Your submission should be 750  words in length (+/- 10%).

Please make sure that you correctly cite and reference all secondary sources you use, and include a reference list. The reference list will not be included in your final word count.

Assignment 3 - Development of strategies and implementation plan

This is the final assessment of the module. Students will be required to review and analyse the practice within an organisation of their choice and will be expected to develop relevant strategies which can be implemented. Students will be required to complete this in the form of a report which will be achieved in three stages:

1. Background to company
2. Analysis of company
3. Development of strategies and implementation plan ( Final report)

Here, you are expected to draw up your strategies and implementation plan for the organisation you have chosen to focus on.

Task

For this final assessment, you are expected to focus on step 3, to develop strategies and implementation plan for the organisation. Bear in mind the focus is on customer continuity and growth. So, considering everything we’ve been over in the past few weeks, what approaches might be useful to you in your recommendations? Remember to reference your work – every point/statement you make must have a reference. Particularly important is the use of references to relevant concepts and theories. But, you have already covered lots in the past few weeks, so this should not be a problem.

Guidelines

Your submission should 1500 words in length (+/- 10%).

Weighting - 50%

Please make sure that you correctly cite and reference all secondary sources you use, and include a reference list. The reference list will not be included in your final word count.

Background information on the unit;

Module Learning Outcomes are - 

1. Critically evaluate how communication strategies can meet marketing objectives
2. Critically assess the application of marketing concepts, models and theories
3. Construct and develop marketing plans utilising key elements and marketing principles

The essential reading for this module is:-

Kotler, P. and Armstrong, G. (2018) Principles of Marketing: Global edition (17th edn). Harlow U Pearson.

Other indicative readings also include:-

Baines, P., Fill, C. and Page, K. (2014), Marketing. 3rd ed. Oxford, U.K.: Oxford University Press.
Blythe, J. (2013), Consumer Behaviour. 2nd Edition. London: Sage Publications.
Chaffey, D. and Ellis-Chadwick, F. (2016), Digital Marketing. 6th ed. London, U.K.: Pearson
Cravens, D.W., and Piercy, N. (2012), Strategic Marketing. 10th ed. New York, NY: McGrawHill Higher Education.
Fill, C. and Turnbull, S. (2016), Marketing Communications: Discovery, Creation and Conversations. 7th ed. Harlow, Pearson.
Hooley, G., Nicoulaud, B. and Piercy, N. (2011), Marketing Strategy and Competitive Positing. 5th ed. New Jersey, U.S.: Pearson FT/Prentice Hall.
Kotler, P., et al. (2016), Marketing Management. 15th ed. London, U.K.: Pearson.

Journals:

• European Journal of Marketing
• Journal of Marketing
• Journal of Marketing Management
• Journal of Marketing Research
• Journal of the Academy of Marketing Science · Journal of Consumer Psychology

Website:

Chartered Institute of Marketing www.cim.co.uk

Sample Answer

Assignment 1 – Background to the Company (750 words)

For this assignment, let`s focus on Patagonia, an outdoor apparel company known for its commitment to sustainability and environmental causes.

Company Overview:

Patagonia was founded in 1973 by Yvon Chouinard in Ventura, California. The company is renowned for its high-quality outdoor gear, from jackets to backpacks, and its strong ethical stance on environmental issues. Patagonia`s mission is "We`re in business to save our home planet," reflecting its commitment to reducing environmental impact through sustainable practices and activism.

Industry Context:

Patagonia operates in the global outdoor apparel and gear industry, competing against companies like The North Face, Columbia Sportswear, and REI. The company distinguishes itself by focusing on eco-conscious consumers who value sustainability in both products and corporate practices. The industry is growing, driven by an increasing interest in outdoor activities and environmental awareness.

Company Performance:

Patagonia’s unique value proposition—combining high-performance gear with a strong environmental ethic—has allowed it to command a loyal customer base. The company’s "1% for the Planet" pledge and its efforts in promoting fair labor practices and environmental advocacy have earned it numerous awards and a dedicated following.

Continued...

Assignment 2 – Analysis of Company (750 words)

Marketing Objectives:

Patagonia’s marketing objectives primarily focus on customer retention and strengthening brand loyalty through environmental advocacy and sustainable products. The company aims to reinforce its market leadership in sustainable fashion while expanding its customer base within the eco-conscious community.

Communication Strategies:

Patagonia’s communication strategies align closely with its brand values. Through platforms such as social media, the company promotes environmental activism, customer engagement, and its sustainable product lines. For example, Patagonia’s “Don`t Buy This Jacket” campaign directly appeals to consumers’ ethical considerations, emphasizing the importance of reducing consumption.

Patagonia also uses storytelling effectively, sharing narratives about its environmental initiatives, such as the development of eco-friendly products and partnerships with environmental organisations. Their communication is integrated across various channels, from traditional media to digital and social platforms, reinforcing a consistent message of environmental responsibility.

Continued...

Assignment 3 – Development of Strategies and Implementation Plan (1500 words)

Strategic Recommendations:

1. Expand Product Customisation Options:
   Patagonia could enhance its customer engagement by offering more personalized product options, such as custom prints or eco-friendly product bundles. This strategy could cater to a growing demand for unique, tailor-made goods and allow Patagonia to deepen its relationship with customers.

2. Strengthen Customer Loyalty Programs:
   Patagonia should introduce a more robust loyalty program, rewarding customers not only for purchases but also for sustainable actions, such as recycling or donating used gear. This will further solidify the brand`s eco-conscious reputation while encouraging repeat purchases.

3. Global Expansion into Emerging Markets:
   While Patagonia has a strong presence in North America and Europe, it could expand its reach to emerging markets in Asia and South America, where outdoor activities are gaining popularity. Tailoring the brand message to emphasize both environmental activism and performance can resonate well with these growing markets.