Task Most business people are keen to learn from and apply the concepts and behaviours of successful

Task Most business people are keen to learn from and apply the concepts and behaviours of successful organisations. Select a successful organisation [from anywhere in the world] and write a 3000 word magazine style article explaining how it has utilised some of the many marketing concepts* outlined in this unit to become successful. [*Blue Ocean Strategy must be one of the concepts included].
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].
Title [1 mark]
Try to gain the reader’s attention with a creative title.
Sub-title [2 marks]
A one or two sentence lead in that encourages them to read on.
Introduction [4 marks]
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 marketing concepts outlined in this unit 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 select a number of the marketing concepts from the unit and explain how the organisation has utilised/applied the concepts to grow its business over the years. [remember one of the concepts must be Blue Ocean Strategy]
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 Retaining customers). 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 [4 marks]
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 [7 marks]
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.