The report requires students to carry out an in-depth analysis of the marketing strategy of one organisation chosen by the student. The overall aim is to apply relevant analytical tools or frameworks to critically evaluate the marketing strategies being pursued by the identified organisation. In doing so, students will need to assess the strategic capabilities of the chosen organisation by conducting internal analysis. Students should also combine both the external and internal analysis to identify viable strategic marketing options for the company in the medium-long term future (typically a three to five-year time horizon).
The main body of the report should contain no more than 10,000 words including references and bibliography.