Business and Marketing Planning

Business and Marketing Planning

Assessment #3 – Major Research Essay (Graded) Assignment 2: Individual major essay (30%) Essay 2000 words (plus/minus 10%) EXCLUDING references and appendices. The purpose of this assignment is to examine your ability to critically analyse a real-world challenge, formulate an original opinion, and support it with logical argument by drawing on concepts and knowledge developed from this course. It is important that you first read the Assignment Feedback Form. Ensure that you address all the key assessment criterion listed on the Assignment Feedback Form. Read the case “In a Bind – Peak Sealing Technologies’ Product Line Extension Dilemma”. Then answer the following questions. This case is accessible via the folder “ASSIGNMENTS” on the course website. In addressing the questions below, your primary objective is to ensure the long-term success and profitability of Peak Sealing Technologies (PST). There is no need for an introduction, executive summary or conclusion narratives. Just proceed directly to answer the questions below. Begin each question with a simple heading (e.g., Question 1). The word-count for each question serves as a guide, and students are expected to write within the word-count (plus/minus 10%). Q1. What arguments can be made for introducing an economy tape? (about 300 words) Q2. What arguments can be made against introducing an economy tape? (about 300 words) Notwithstanding your answers to Q1 and Q2, you have now decided that PST should introduce an economy tape. Q3. What major issues would PST need to overcome to be successful with this new product? (500 words) Q4. Develop an introductory marketing program to overcome the issues you have identified in Q3. (900 words) Format – Organize answers using sub-headings for each question. – There is no need for an Introduction, Executive Summary or Conclusion sections. Just answer the four questions – Use size 12 font, such as Arial, Courier, Times New Roman – Use double spacing – Show word count at the end of the assignment. – Attach a coversheet at the start AND a feedback sheet at the end. – Harvard style referencing. While there are no minimum number of references, as expected of an academic writing, you need to provide citations where appropriate and where they help support your arguments.


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