Marketing Management Assignment

Question
Making use of relevant academic concepts discuss how elements of the
marketing mix are being used as tactics to achieve the positioning of
either Tag Heuer or IWC watches within the luxury watch market

In order to meet the assignment requirements you will need to undertake

factual research particularly in terms of identifying competitors.

The purpose of the assignment is that you demonstrate your understanding of

how the various elements of marketing interrelate with one another to deliver
satisfaction to consumers and success for the organisation.

As such the assignment has a more practical slant and so for this assignment
(unlike others that you will have to undertake in other courses) you are not
required to read extensively around marketing concepts to undertake the
assignment the lecture and chapter slides that have been provided plus
reading of the relevant chapters in the core textbook should be sufficient. If
these are your only sources for theory then you should include a statement to
this effect at the start of your assignment.
Advice
In order to answer the question effectively you should include consideration of
the following issues (although this is not intended as a definitive list):
Who is/are the Target market (s) and what criteria are being used for
Segmentation?
What is driving Buyer behaviour eg influences, choice criteria, level of
involvement etc.?
Who are the Competitors and what are their market positions and
positioning tactics (i.e. the marketing mix) relative to Tag Heuer or IWC?
Positioning - How are the elements of the marketing mix being used as
tactics to achieve the desired position in the market? Remember that it is
important to consider positioning relative to the competition. Do not just
describe the marketing mix elements you must link them to relative
positioning
Product including brand, quality, packaging
Price
Place including range of distribution channels, intensity of coverage
(do not just list the various cities or countries where they are
available that is not an analysis of place)
Communication including media choices, message style

Do not misinterpreted the question and discuss either the marketing

strategy or the marketing of the watch as a luxury product rather than
positioning relative to competitors
Its important to understand that you are unlikely to find all of the
information that you might want in published sources.

You are going to have to be a bit of a detective and piece together bits of
information to develop an overall picture as to how the organisation has carried
out its positioning. You have to work out what you think is happening in the
market do not just repeat a piece of information that you have found but think
whether it is up to date and does it agree with your interpretation of what is
happening in the market. If you need to make assumptions then make this clear
and justify the assumption. You will not be able to effectively discuss the
positioning if you do not also consider the relative positioning of major
competitors but do not compare Tag Heuer or IWC with watches in a totally
different part of the market such as Timex, Citizen or Swatch.
Any factual information that you do find and use must be referenced including
websites. Academic concepts dont need to be referenced unless you include
something that has not been covered in the course.
You are not expected to include extensive explanation or discussion of marketing
concepts but you must clearly link your evaluation to such concepts eg
perceptual mapping or segmentation criteria such as psychographic. Dont get
caught up in telling the story.
You should not just go through the topics above in the order that they are given
and write a bit on each. By now you should appreciate that all of these issues are
interrelated and your discussion should reflect this. This is not easy to achieve
effectively so you will need to spend some time thinking about how the various
issues are interconnected and how to explain this as clearly as possible.
The word limit for this assignment will be 2500(an additional 10% is permissible
without penalty) words so use of tables and diagrams may be very helpful to
achieving this. Appendices can also be used (but not too extensively).
Dont forget that the library provides access to many databases and market
research reports that may help you in this task.
Good luck

Marketing Management Assignment

Question
Making use of relevant academic concepts discuss how elements of the
marketing mix are being used as tactics to achieve the positioning of
either Tag Heuer or IWC watches within the luxury watch market

1. Introduction:
-

Contextual information

Definition

Structure of essay

Statement of limitation

2. Main body
a) Case Study: Tag or IWC
Background info
Who is/are the Target market (s) and what criteria are being used for
Segmentation?
What is driving Buyer behaviour eg influences, choice criteria, level of
involvement etc.?
b) Competitors
Rolex - Background info
Omega - Background info Similarities with the main case in terms of target
audience

c) Positioning 4p
Price
Place
Bang and olufsen
Promotion
sagatiba
Product
Technical from choice criteria model and info from your supply chain

3. Critical Review
4. Conclusion

How are the elements of the marketing mix being used as tactics to achieve the
desired position in the market? Remember that it is important to consider
positioning relative to the competition. Do not just describe the marketing mix
elements you must link them to relative positioning
Product including brand, quality, packaging
Price
Place including range of distribution channels, intensity of coverage
(do not just list the various cities or countries where they are
available that is not an analysis of place)
Communication including media choices, message style