STRATEGY REPORT (Phase A)
The main industry focused project for this unit entails analysing the marketing strategy for a new product(s) or service innovation of a company/brand. This report is
a team work and it contributes to the Learning in the Workplace and Community (LiWC) part of the unit.
Guidelines for the Marketing Strategy Report
1. Factors for new product or innovation success depends on a varying sets of market related, firm related, and product related variables. Understanding and analyzing
such factors for innovative successful products and services will help in developing and marketing new products and services for the today’s hyper competitive and
ever-changing business environment. This strategy report will concentrate on critically analyzing the firm, project, product and market related factors that have
contributed to a successful marketable new or innovative product or service. The core strategy analysis will be based on the Critical factors for innovation success
model (Figure 3.6, page 92).
3. The first task is to select a company/brand/product/service which has been successful as a new or innovative product or service in recent years. Please choose your
preferred company from the following list. These companies where chosen because of their continuous innovation practices and success stories of new products and
services, thus making them global leaders in their respective fields.
You needs to now focus on a particular product or service of that company. It is neither feasible nor possible to focus on analyzing all products or services that your
preferred company offers. For example, let us assume the preferred company is Apple (which is not in the above list and not available for the report). It has been a
market leader for a lot of innovative and new products and services such as iPad, iPhone, iPod, MacBook Air, iTunes etc. For the report the you should focus and select
ONE product or service (let’s say for example, iPad only) that you think has been very innovative and successful and then analyze the marketing strategy for that
particular product or service based on unit relevant analysis criteria. Broad generalizations and lack of focus on a particular product or services will result in
5. For clarity and evaluation purpose, we have designed a structure for the report with 5 fixed sections, which are based on the Critical factors for innovation
success model (Figure 3.6, page 92). The subtopics for each of the sections are elaborated throughout the book chapters and related journal articles. You will need to
review them in details to structure the report.
We strongly recommend you to thoroughly review the two journal articles as they provide detail elaborations on the factors for innovation success model (Figure 3.6,
page 92) which will be required for the Technological and Commercial viability analysis sections. Your task will be to analyze the company in the light of these
factors. Both these articles are available on WebCT.
• van der Panne, G., van Beers, C., & Kleinknecht, A. (2003). Success and failure of innovation: A literature review. International Journal of Innovation Management,
• Berkhout, G., Hartmann, D., &Trott, P. (2010). Connecting technological capabilities with market needs using a cyclic innovation model. R&D Management, 40(5), 474 –
The word limit for the whole report as well as the approximate word limit for each section of the report will be strictly enforced. Make effective use of tables and
charts to portray detailed information in brief. Use appendix for any additional analysis, exhibits etc. Refer to the marking criteria for the relative weight and
sub-topics for each of the major sections as well as other requirements for the report. All reports will have to follow the given format of sections. The major
sections of the report will be as follows.
6. The report is about strategic analysis and you should be avoiding un-necessary discussions which really do not add value to your report. The strength of any
strategy analysis is based on analyzing actual market information from a wide variety of impacting factors and applying relevant and established conceptual frameworks
for deeper insights and understanding. Mere reporting of information without any relevant analysis will not add value to your analysis. The lecture materials and
tutorial discussions will cover conceptual frameworks and theoretical considerations for your report.
7. While doing your research for your preferred company and product please keep in mind that you are to source credible, reliable, relevant, factual and recent
information from online business news and information sources, company reports and websites, industry whitepapers, business magazines, expert opinions, marketing
textbooks, academic journals and suggested additional readings as an evidence to substantiate your illustrations, thoughts and arguments. Please avoid unknown and un-
reliable online websites as well as commentary and opinion from unknown and non-expert commentators and personal blogs. When evaluating sources always consider why and
how is it relevant to your analysis; why and how does it matter to your analysis; and how it can add value to your analysis.
There are the sections that are needed in the report:
– Product background and history:
3- Product portfolio
4- Milestones and important events
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“Every Mom’s Test” Poetry ESSAY!!
Poetry ESSAY – This is a requirement, so be dutiful and professional as a writer, and be thoughtful about your readers. The assignment is to compose a detailed,
documented argumentative essay based on a poem of your own choosing. You are expected to come up with original, relevant, revealing ideas about the poem.
You may feel free to write about the poem as a whole, or you can concentrate your efforts on one part of the poem (e.g., the meaning of the structure, how literary
devices aid thematic development, the role of the speaker, and so forth). You should be aware that merely explaining the meaning of a poem when it is readily apparent
to readers is the equivalent of providing plot summary in the fiction essay. It might be slightly helpful on rare occasions, but it must not be the focus of your
essay. Simply composing an essay where you conversationally translate the poem will be a meaningless endeavor that does not meet the parameters of this assignment and
will not be acceptable. You must write an argumentative essay about the poem you have chosen. For most people, this will involve analysis related to an interpretation
of the poem or a part of the poem as well as accompanying primary and secondary support.You must include relevant quotations from the poem upon which your essay is
based and must use at least two credible, authoritative outside sources. Please keep quotation length to a minimum ? block quotes should probably be avoided except in
the rarest situations.
Every Mom’s Test
You are special; you mean the world to me
You are my daughter, a reflection of my entity
Every year, as I watch you grow by my side
No matter what you do, you are my source of pride
The umbilical cord may have been cut, but you should know
You are still bound to my soul, wherever you go
Sometimes I am firm and you may think I am wrong
Remember it is easy to give in, but tough to be strong
Sometimes I am strict and you may think it is unfair
But I correct you only because I love and care
I harden my heart and nag, scold and fight
To teach you the difference between the wrong and the right
For soon, the days will pass swiftly all in a whirl
And into a woman will grow my baby girl
Tomorrow when you need inner strength above all
I hope my values will give you the courage to stand tall
I hope that in my teaching you will find tips few
Soon when you strive to make your dreams come true
At a later date, when the real world you have to face
Today’s lessons will help you go ahead in the race
Some day in the future when a mother you will be
From my point of view, the world you will see
For your baby then you will do what is best
To blend discipline with kindness is every mom’s test
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