Case study on the marketing challenges for Brand Agility Ltd

Marketing challenges for Brand Agility Ltd

Coursework Aim: to apply the theories of marketing to a real life case and analyse the challenges faced by a young, small commercial organisation in marketing its products to consumers and in the business-to-business marketplace.

Coursework Brief:

BrandAgility was formed in the UK in 2003, with the purpose of providing customers with innovative urban essentials (see website You are required to word process a report which must not exceed 2500 words in length and which addresses the following:


1. Executive summary (not included in the word count, but will not exceed one page in length)

2. Background information, which clearly demonstrates your understanding of the concept of marketing and also provides a suitable definition of Marketing. You must relate both the concept and definition to the firm BrandAgility.

BrandAgility faces a number of challenges and you are required to address clearly the following 

3. Market Segmentation, Targeting and Positioning  provide a suitable academic definition of each of these concepts and clearly bring out in your answer, what the main criteria for segmentation are and the major approaches which a company can adopt when segmenting its markets. You must then also suggest and justify ways in which BrandAgility could segment, target and position in its markets, both consumer and business to business.

4. BrandAgility must make every effort to understand consumer behaviour  from an academic point of view, discuss what is meant by this concept and indicate clearly what aspects of consumer behaviour are likely to be particularly significant for this company.

You must underpin your answers with sound, relevant academic theory, which you will gain from reading academic textbooks and from academic journals, all of which must be referenced correctly. Do NOT use web sites for academic definitions. You must also apply the information you have gathered to the company indicated.

Coursework Guidelines
Semester 1 2006/7

These guidelines should be read in conjunction with the assessment criteria/marking grids

General Guidelines

” Critical analysis, examination and evaluation are required
” Please avoid use of
shortened words  eg can t
personal terms  eg I, we
bold type (except for headings if required)
” Use numbering for sections as per report writing guide
” Executive Summary is page (i), contents page (ii), list of figures/tables (iii, iv) and the introduction is on page 1
” Use appendices where necessary and summarise content in the main text
A system of referencing should be adopted and references correctly cited
” Refer to academic journal articles and use a wide range of references
” Define the terms used and reference all sources
” Collate all sources of information used in a reference section

Guidelines regarding the content of coursework 1

Executive Summary 10%

This should be written last and appears at the front of the report. It derives its name from the fact that it is a summary of the key issues and findings of the plan that could be read by company executives who do not have time to read the full report. The executive summary should identify the following types of issues:

” Brief background and context of the venture, i.e. what the product/service is, what are the key trends within the potential marketplace (rising/declining, high levels of competition, etc Keep it brief.
” Key findings: e.g. expanding market in the 18-25 age groups with potential world-wide.
” Critical issues/problems: e.g. market potential can only be fulfilled through additional finance and through employing additional expertise. A brief indication of how these issues will be dealt with.
” Key success factors: ie What you have that will make the venture a success. What is it about the overall marketing strategy that makes the product/service stand out from the competition?

The executive summary should be a maximum of one page. It should not be a mere description of what is contained in the plan.


Market place evaluation/review 30%

In this section you will clearly demonstrate in context your understanding of the concept and definition of marketing and the environment. A market place evaluation is a broad overview of the market. It involves secondary research only and includes a brief description of the potential market, the product/service and company. The evaluation can be achieved by undertaking a PESTE analysis, a SWOT analysis and a key Stakeholder analysis (including details of competitors and their market share and other important stakeholders such as suppliers and distributors). It should include figures for the size of the market/potential numbers of customers and some indication of trends (rising/declining).


Segmentation, Targeting and Positioning to determine the relevant target customer groups 20%

A definition of segmentation and targeting should be given. The target customer groups should be defined in terms of segmentation bases  consumer and/or organisational. Each base can be considered and then certain bases applied to describe the target group. The rationale for rejecting the other bases should be provided. The choice of groups should be justified on the basis of the criteria for targeting.

Buying decision making 20%

The decision making process for the target groups, the purchase type, and the composition of the decision making unit should be reviewed. The criteria a potential buyer would consider to be of importance in purchasing your product/service need to be evaluated.

Conclusions and Recommendations 10%

Should clearly demonstrate an effective critical evaluation of the analysis and findings of the work and then used to provide justification for appropriate recommendations for company executives.

Referencing and Presentation 10%

ALL sources of information must be correctly referenced.