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BUSINESS

ASSIGNMENT Front Sheet

Programme : Masters in Business Administration MBA Level : 1

Academic Year : 2010/11 Semester : 1Module title : Marketing Strategy Assignment no. : 1Module code: BUS 733 Word guide: 2000Percentage Weighting of this assignment for the module: 40%Issue date : w/c 5

thOctober 2010 Return date : w/c 15

thNovember 2010

Lecturer : B Jones Second marker :

Notes for students :

1. Hard copy of assignment should be stapled in the top left corner and submitted to the Undergraduate School.

2. Electronic copy of assignment should be submitted through the Turnitin software.

3 Students should ensure that they comply with the Institutes Plagiarism policy.

4 10% of marks are awarded for satisfactory use of language and/or good presentation.

5 5% of marks are awarded for satisfactory referencing and/or presentation of a bibliography where either is required.Students should make correct use of the Harvard referencing method. Guidelines for the Harvard method are included inProgramme handbooks and are also available from the Business School Office.

Special instructions (if any) :

Assignment should be stapled in the top left corner.

No plastic cover unless module tutor indicates otherwise.

To be completed by student

Name

.....................................................(print)

Certification: I certify that the whole of this work is theresult of my individual effort and that all quotationsfrom books, periodicals etc. have been acknowledged.

Date Submitted: ..........................

Student Signature :

Student email address :

Comments

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Glyndwr School of Business Feedback on Assignment

Student Number/

NameAcademic Year: 2010/11

Programme Title MBA Level Stage 2

Module Code BUS 733 Module Title Marketing Strategy

AssignmentTitle/Number:

1Indicative Mark

/ Grade:

Would students please note that achievement of the learning outcomes for this assessment isdemonstrated against the assessment criteria shown below (which are not necessarilyweighted equally). Your assignment is marked as a whole and your grade is more than asummation of your performance as rated below. All marks/grades remain indicative until theyhave been considered and confirmed by the Assessment Board

Assessment CriteriaUnder

40%40-49% 50-59% 60-69%

70

%+

1 a)Financial statements

b)Actions to be taken with justification

c)Evaluation of new pricing policy

2 Evaluation of portfolio model plus strategic implications

3 Satisfactory use of language and appropriate referencing

5Ability to construct coherent arguments fully supported with

referencing throughout

Name of Tutor B Jones Date

Strengths of this assignment are:

Suggestions to improve this assignment are:

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Business

Stage 1 M.B.A : Module: Marketing Strategy

Assignment 1

There are two questions to this assignment

Question 1 : Case Study: The Spean Bridge Bus Company

The Spean Bridge Bus Company operates a fleet of six buses on three differentroutes in and around Fort William, Scotland. There are two buses assigned to eachroute and each bus completes five return journeys per day 52 weeks a year. There isno service on a Sunday. The rural bus service is essential to many of the smallcommunities in and around the area.

The company is the process of planning its routes, prices and schedules for thecoming year. The traffic office has provided the following data;

Route A B C

Return journey distance (km) 42 36 44

Passenger per return journeyAdults 13 9 15Children 5 8 5

Return journey faresAdult 3.10 6.00 4.50Children 1.40 3.00 2.25

The following data has been provided by finance;

Fuel 0.82 per km

Wages 360 per week

Bus fixed operating costs 2000 per year

General overheads 180,000 per year

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Question 1

a) Prepare a statement for management showing;- the planned contribution for each route per day- the planned contribution for each route per year- the planned total contribution for the company- the planned profit for the company

15 marksb) Based on your results discuss the appropriate action the company

should take15 marks

c) The company is considering introducing a new pricing policy, a dayrider ticket which will allow unlimited travel for a day on any of itsroutes. The suggested price is 5 for adults and 2.25 for children. Itis hoped that this new ticket will incre ase demand for the service.

Critically evaluate this new pricing policy from both a financial and amarketing perspective

20 marks

Total 50 marks

Question 2

Review the models available to organisations for reviewing their productportfolios. Critically evaluate ONE models contribution for enablingcompanies to develop a balanced portfolio. What are the strategic implicationsof the different boxes in the various ma trices?

Total 50 marks

Marking Guidelines

Answer both questions.Each question carries equal marks . Each answer to be approximately 1000 wordsUse an informal report format

Q1a can be produced in a table formatQ1b and c need to provide action points which are then justified using the dataprovided

Q2 requires an overview of the portfolio models available. The portfolio modelchosen to be drawn and the application of the model explained . Strategicimplications to be discussed while criticisms of the model would help inachieving higher marks