Business in Strat. Manag.
This is so urgent and its only if you are not working on something else then you can bid..
Go through the instruction and directions on how to execute the project and its 4000 words.
Sorry i will reject if the instructions are not followed.
TITLE: The ‘HAIER’ Roadto Growth – Taking on America
Introduction
HAIER is now the fastest-growing provider of appliances in the world. Since 2011, it has held the largest worldwide market share in white goods in terms of unit sales. With its growing presence in the United States, this US$38 billion company has madethedecision to compete directly with top-of-the-line appliances from more established companies. Unlike many of its Chinese counterparts which aim to export massive volumes of goods to the United States and elsewhere, Haier intends to create a brand, which the company hoped would appeal toconsumersin US and around the world. As the brand is relatively new in the United States, HAIER needstodeveloptheright strategy inorderto differentiate itself from other established brands and thus achieve a sustainable competitive advantage.
Source: http://www.wsj.com/articles/haier-looks-to-expand-toehold-in-u-s-appliances-1440093281
Task
Drawing and building on your understanding of strategic marketing theory and undertaking secondary research into the company, market and sector, you are required to analyse HAIER’s marketing strategy, evaluate its success sofar and examine the challenges it faces in its expansion in the US market in the future.
To underpin your analysis of the company’s strategic marketing you must APPLY selected elements of theory covered in this module – note you must determine which are critically important to the company’s success and focus on these.
You must:
• Undertake suitable secondary research into the sector and market
• Apply appropriate strategic marketing theory and models to examine the sector, the market and the company
• Refer to theory and practice in order to support your strategic marketing assessment
• Submit as a written report
• Word count is 4,000 words (+/- 10%)
• Further details will be provided in class and on the module VLE Assessment section
Please note – this is NOT a Corporate/strategic management assignment, and as such should focus on strategic marketing theory, concepts and models rather than generic models (NOT PESTLE, 5 Forces, SWOT)
As such, the first part of this report (50%) must address HAIER’s strategic marketing context in the USA and should include*:
• Critical company analysis of HAIER examining the company’s mission/vision, strategies, competences and competitive by applying a suitable model, e.g. Resource Based View or Value Chain Analysis, as well as complementary aspects of strategic marketing theory
• Critical Competitive Analysis – including competitor profiles, strategies, competences and clusters/positioning
• Critical Customer Analysis – segmentation, targeting, positioning
• Critical factors/issues from the market context (key market structure & trends)
• You MUST use tables and appendices to demonstrate your evidence and evaluation and make reference to these in the body of your report (analysis and discussion)
• It is suggested that this section is 2,000 words approximately
The second part of this report (50%) must consider the challenges facing HAIER in achieving strategic marketing success in future should include*:
• Consideration of Growth strategies (including global/international marketing)
• Examination of some but not all of the module’s key themes Value, Branding, Innovation, Relationship strategies, Services, Social & Ethical strategies (select 2-3 of these to concentrate on)
• The concept of ‘Value’ should be considered throughout ‘part B’
• You MUST use tables and appendices to demonstrate your application of the key academic themes/theory to the (secondary) case evidence to support your evaluations
• It is suggested that this section is 2,000 words approximately
*Please note that these are not suggested headings/sub-headings and you are advised to determine your own headings to include these points
The above MUST be underpinned by credible supporting evidence (non-academic secondary) AND application of appropriate strategic marketing theory
SUPPORT: Assessment Guidance will be provided in the lecture and seminars
Learning Outcomes
The following learning outcomes will be tested in this assessment:
Knowledge
1. Critical understanding of advanced marketing strategy and its significance in variety of contexts (global and local)
2. Assessment of the drivers affecting choice and implementation of marketing strategy
3. Evaluation and application of appropriate theories and models underpinning the strategic marketing process in an organisation
4. Evaluation of strategic options and planning of effective strategic marketing programmes for survival and sustenance of different organisations (public sector and private sector)
Skills
5. The ability to develop appropriate research and analytical skills
6. Creative, innovative, critical thinking and effective communication of complex ideas
Submission details
It is essential that you submit your work.
Please refer to Student Guide to the Academic Regulations:
https://docushare.sunderland.ac.uk/docushare/dsweb/View/Collection-2780
YOU MUST SUBMIT ELECTRONICALLY BY THE DEADLINE:
1. Electronically through JIRA and for checking with ‘Turnitin’
a. A link will be available in the assessment folder
b. Students may submit drafts prior to submission and generate reports. The last submission prior to the deadline is deemed to be the final submission for assessment purposes
Non-submission through Turnitin:
The penalty for students who do not submit their work through Turnitin is that their mark is withheld and the assessment board may deem the work to have failed.
PLAGIARISM/INFRINGEMENT STATEMENT
All Assessments are subject to the University’s Policy on ‘Cheating, Collusion and Plagiarism’. Students found guilty of this are subject to severe penalties.
This is an INDIVIDUAL piece of work – If there is evidence that the work is not wholly attributable to you, the University’s policy on ‘Cheating, Collusion and Plagiarism’ will be applied
Link to University Academic Integrity and Misconduct Policy
• https://docushare.sunderland.ac.uk/docushare/dsweb/View/Collection-8155
EXTENUATING CIRCUMSTANCES
If you are affected by any extenuating circumstances and cannot submit your work, for example illness or severe personal difficulties, you must inform your programme leader, personal tutor, module leader or module tutor immediately.
IMPORTANT – ‘FIT TO SIT’:
Any student who presents themselves at an examination and takes that examination, or who submits a piece of coursework, or attends and takes part in a presentation, practical session, or any other form of assessment cannot then put in a later request for extenuating circumstances. They will be deeming themselves ‘Fit to Sit’ if they thereby engage in the assessment and no allowance will be made for any difficulties they later wish to claim affected their results.
Extenuating circumstances procedure:
1. The MODULE LEADER has the authority to grant an extension to the deadline for the submission of an assignment of up to 72 HOURS provided they are satisfied that a genuine reason exists
• Programme Leader & Personal tutor can support you with this
2. More serious mitigation requires a FORMAL APPLICATION
• See the Programme Leader prior to submitting formal mitigation to determine if it would be approved or require further evidence
i. Mitigation applications are considered by a standing panel three times per year. Each case is considered individually.
• IF SUCCESSFUL students are automatically deferred and require you to submit at the next available opportunity
i. You should submit a mitigation form, available from reception. Mitigation forms must be accompanied by appropriate supporting evidence, such as a sick note from your GP
ii. If your mitigation is accepted, you will be deferred in that assessment. This means that you must re-sit the assessment at the next opportunity and your mark will not be capped.
Please bear in mind that if you know you will be absent from classes for any length of time you should inform your tutors.
For information or to discuss an issue you are having, please contact the programme leader or personal tutor in the first instance.
Link to University Extenuating Circumstances Policy
• https://docushare.sunderland.ac.uk/docushare/dsweb/Get/Document-2995/AQH-F6-13%20Procedures%20for%20Extenuating%20Circumstances.pdf
Assessment Criteria – The following criteria will be applied
Categories
Grade Relevance Knowledge Analysis Argument and Structure Critical Evaluation Presentation Reference to Literature
Pass 86 – 100% The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the qualification. There is also unequivocal evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of argument, interpretation or discourse.
76-85% The work examined is excellent and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse and there may be some evidence of originality
70 – 75% The work examined is of a high standard and there is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also clearly articulated t evidence demonstrating that all the learning outcomes and responsibilities appropriate to that level are satisfied At this level it is expected that the standard of the work will be high in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.
60 – 69% Directly relevant to the requirements of the assessment A substantial knowledge of relevant material, showing a clear grasp of themes, questions and issues therein Good analysis, clear and orderly Generally coherent and logically structured, using an appropriate mode of argument and/or theoretical mode(s) May contain some distinctive or independent thinking; may begin to formulate an independent position in relation to theory and/or practice.
Well written, with standard spelling and grammar, in a readable style with acceptable format Critical appraisal of up-to-date and/or appropriate literature. Recognition of different perspectives. Very good use of source material. Uses a range of sources
50 – 59% Some attempt to address the requirements of the assessment: may drift away from this in less focused passages Adequate knowledge of a fair range of relevant material, with intermittent evidence of an appreciation of its significance Some analytical treatment, but may be prone to description, or to narrative, which lacks clear analytical purpose Some attempt to construct a coherent argument, but may suffer loss of focus and consistency, with issues at stake stated only vaguely, or theoretical mode(s) couched in simplistic terms Sound work which expresses a coherent position only in broad terms and in uncritical conformity to one or more standard views of the topic Competently written, with only minor lapses from standard grammar, with acceptable format Uses a variety of literature which includes some recent texts and/or appropriate literature, though not necessarily including a substantive amount beyond library texts. Competent use of source material.
40 – 49% Some correlation with the requirements of the assessment but there are instances of irrelevance Basic understanding of the subject but addressing a limited range of material Largely descriptive or narrative, with little evidence of analysis A basic argument is evident, but mainly supported by assertion and there may be a lack of clarity and coherence Some evidence of a view starting to be formed but mainly derivative. A simple basic style but with significant deficiencies in expression or format that may pose obstacles for the reader
Some up-to-date and/or appropriate literature used. Goes beyond the material tutor has provided. Limited use of sources to support a point.
Fail 35 – 39% Relevance to the requirements of the assessment may be very intermittent, and may be reduced to its vaguest and least challenging terms A limited understanding of a narrow range of material Heavy dependence on description, and/or on paraphrase, is common Little evidence of coherent argument: lacks development and may be repetitive or thin Almost wholly derivative: the writer’s contribution rarely goes beyond simplifying paraphrase Numerous deficiencies in expression and presentation; the writer may achieve clarity (if at all) only by using a simplistic or repetitious style
Barely adequate use of literature. Over reliance on material provided by the tutor.
The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied – for compensation consideration.
30 – 34%
The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence provided shows that some of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in some of the indicators.
15-29% The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence shows that few of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in several of the indicators.
0-14% The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence fails to show that any of the learning outcomes and responsibilities appropriate to that Level have been satisfied. The work will be weak in the majority or all of the indicators.
