- Guidelines:
The case study examines Volvo’s marketing strategy in the face of increasing competition in the global automotive market.
Hence your reading should be on the global automotive market environment, and strategic marketing approaches to increasing competition. You will need to read from both textbooks and journal articles, and use/apply the information effectively to your answers to the case study questions. Wherever possible, apply relevant concepts to your answers.
Also use information from the case study to support your answers.
At this level, I am expecting a high level of analytical content in your answers. Basic answers will, at best, give you a bare pass. Worth noting that each question requires you to discuss.
Ensure that you fully answer all the questions - each question should be accorded equal attention. Make sure you read and understand the questions before answering them. If you use information from a source, you must acknowledge that source. Quotation marks should be used for quotations.
Finally, note that this case study is based on Volvo in the international market, so your answers to the questions should be within an international context.
Suggested Approach to the Assignment:
Summary of the Case Study: A brief summary of the content of the case study, identifying the key issues. This should provide the background/context within which you will answer the questions.
Addressing each case study question: The main body of your work where each question is addressed. (This part may have a few sections / sub-sections). The key criteria here include:
Research – evidence of systematic approach, depth of research undertaken; application of some relevant marketing concepts and/or theories .
Analysis – well focussed on answering the question, depth and clarity of argument, organising/summarising the key issues stemming from the case study, and integrating the discussion. Your understanding will be demonstrated by your ability to apply your marketing knowledge to your answer.
Scholarly practice – a proper referencing within your work, employing appropriate marketing vocabulary, etc., the quality of the Reference section. (Harvard style of referencing).
Conclusion/recommendation: A clear, concise, and relevant conclusion (and recommendations where appropriate). Your conclusion should contain a summary of the key points that have emerged from the discussion, and a consideration of the implications.
Presentation: Neat layout, and headings / sub-headings where appropriate. Clarity of expression (appropriate language, grammar, spelling, etc.). No attachments/ appendices allowed.
