The Circle of Satisfaction and Blue Ocean Strategy are two of the key concepts from this unit.
Task: In light of this your task is to write a 3000-word magazine style article that explains how an organisation you have selected has utilised a Blue Ocean Strategy and some of the components of The Circle of Satisfaction to become successful.
The purpose of this assignment is to demonstrate your learning of marketing using an organisation as an example. Although students must refer to the available information, students are advised to remain focussed on demonstrating their marketing knowledge through the unit language and concepts [and not be overwhelmed by the information]. How the business example relates to the unit concept and vice versa is what should be made clear and emphasised.
The target audience for your article is small to medium businesses. The writing style should appeal to the target audience and be succinct and to the point. The style and the design of the article should be similar to those found in business magazines [e.g., BRW, Harvard Business Review].[this is an individual assessment and not a group assessment]
Title
Try to gain the reader's attention with a creative title.
Sub-title
A one or two sentence lead in that encourages them to read on.
Introduction
Provide some context & background. A little about the organisation (or organisations), the degree of its success and why this may be of interest to small- medium businesses.
Then outline the purpose of the article which is to explain how the organisation has pursued a Blue Ocean Strategy [include a brief definition] and to provide examples of how it has applied some of the components of The Circle of Satisfaction to successfully grow its business and capture uncontested market space.
The introduction should be concise and avoid any detailed discussion.
Main Body [27 marks] (with appropriate headings and sub-headings)
After examining the available material on the organisation and understanding its background and practices explain how the organisation has utilised Blue Ocean Strategy at some point [either now or in its past]. In light of your research on the organisation you also need to also select a number of the components of The Circle of Satisfaction and explain how the organisation has utilised/applied these concepts to grow its business over the years.
Note- if necessary you may pick more than one organisation but do not pick too many.
Note- sometimes the sub-heading may be something the business has done (eg Launching a new product) at other times it may be a concept from the unit (eg Cumulative Satisfaction). Either way how the business example relates to the unit concepts and vice versa is what should be made clear and emphasised.
Whilst the focus is on the organisation it may also be relevant to mention examples of some of this business's competitors who may not have applied some of these concepts and thus lost business, profits or customers. This all will again take some research, thought and analysis.
Conclusions/ Final Observations
This should draw together all the main points from the main body. It should link your presented information and provide conclusions and/or final observations for the reader.
Presentation
Magazine style format (i.e. 2 or 3 columns of text on the page).
Title (very large), Sub-title (not as large), Headings (a little smaller), Sub-headings (smaller again but larger than the text) Text (10 point single spaced) Font (easily legible)
Images (minimum 2) must be used- more is OK.
Creativity will gain marks so no further specifications so as not to limit creativity
Format Word document
References & Word Limit [marks may be deducted]
All references cited in-text should be listed in full after the end of the article on a separate page in the end text reference list. This reference list MUST be included in your turnitin Assessment submission. Referencing should be in accordance with the ECU Guide.
Word limit 3000+/-10% OK Note- the ECU cover page, references, and images do not count
There is NO specific page limit