BCO211 STRATEGIC MARKETING Task brief & rubrics

Task: Growing strategy

You have been hired by Chocolate Tree () to assess their product portfolio and, keeping their customers in mind, recommend a

growth strategy that allows them to evolve as a company. Develop a report in which you include:

• Assessment of the target audience in the home country: describe the targeting strategy and the positioning of the company in the market, from the

perspective of customers. Include (at least) one perceptual map and buyer persona.

• Analysis of the PLC: In which stage is your company? Explain why.

• Portfolio analysis: Assess their offering portfolio and develop the BCG matrix. What products and categories do they currently offer? Out of these

products, which ones are dogs, question marks, stars, and cash cows? Justify your analysis with information from the industry (and/or the company)

• Strategic recommendation: Using the Ansoff matrix, recommend one strategy of growth and justify your recommendation.

Formalities:

• Wordcount: 1200 words

• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

• The in-text References and the Bibliography must be in Harvard’s citation style.

Submission: Week 6 – Via Moodle (Turnitin). Deadline is 7th of November 2021, at 23:59h (ECT).

Weight: This task is 30% of your total grade for this subject.

It assesses the following learning outcomes:

• Outcome 1: illustrate how to monitor the dynamic changes in the external environment

• Outcome 2: understand the place of the marketing plan in the overall business plan and apply the knowledge on practice