Customers & Markets Assessment Brief
Assessment title:
Individual written assignment
Individual/group:
Individual
Format:
Coursework (CW) – report
This coursework is an individual written assignment designed to meet learning outcomes 1, 2, and 3 (LO1, LO2, and LO3) of the module. The task involves conducting an analysis of the market dynamics and customers within a selected UK market sector. Students will individually research and analyse the market environment, key competitors, customer decision-making process, and customer retention strategies pertinent to their chosen sector.
The individual assignment should not exceed 2,500 words (+ or – 10%). Any information in the coursework that exceeds the word count (+ or – 10%) will not be marked. Students should submit 1 copy of the report to Turnitin via the Blackboard site and one copy through the online submission point. The final submission date is xx.
Weighting:
100% (2,500 words + or – 10%)
Deadline:
06/05/2025, at 15:00
Assessment Details
This coursework is an individual written assignment designed to meet learning outcomes 1, 2, and 3 (LO1, LO2, and LO3) of the module. The task involves conducting an analysis of the market dynamics and customers within a selected UK market sector. Students will individually research and analyse the market environment, key competitors, customer decision-making process, and customer retention strategies pertinent to their chosen sector.
Coursework (100% weighting) – Individual written assignment (2,500 words)
It is expected that this piece of work should be in a coursework format, with a cover sheet, table of contents, numbered sections and sub-sections.
Task details
To effectively describe and analyse your chosen market sector, please address the following:
Select a UK Market Sector: Choose one from the list provided below.
Sector Description and Competitor (approx. 400 words): Offer a brief overview of your chosen market sector, and identify the main competitors in the sector.
Macro Market Environment Analysis (approx. 400 words): Perform a PESTLE analysis to examine the broader macro environment of the chosen market sector. (Select the three key factors most relevant to your sector for in-depth discussion)
Customer Identification (approx. 400 words): Determine who the typical customers are within this market sector.
Customer Decision-Making and Retention Strategies (approx. 700 words):
outline the process by which the identified customers make their purchasing decisions
explore the marketing strategies businesses within this sector can adopt to attract and maintain these customers.
Opportunities and Threats (approx. 400 words): Discuss the potential opportunities and threats within the selected market sector, drawing on both your previous and any additional analysis (Consider applying Porters Five Forces Model to help with your discussion
Competitive advantage (approx. 200 words): Finally, based on your analysis above, offer several recommendations for a new entrant looking to enter this market sector.
The UK Market Sectors
? Alcohol
? Breakfast Cereals
? Coffee Shops
? Cosmetics
? Computer Tablets
? Fast-food
? Snacks
? Soft-drinks
? Sports Betting
? Sportswear
? Supermarkets
? Video games
Apart from the analysis above, your report should also include:
a title page,
a contents page,
a list of references,
(optional) appendices consisting of supporting (not essential) material.
You should use appropriate theoretical models, analytical tools and all sources of information you cite in the report must be listed in the references section at the end of the report. Your attention is therefore drawn to the University guidelines on plagiarism and referencing