From the Marketing Case BWT each student may consider the case from a global perspective or from their own country’s perspective.

BCO211 STRATEGIC MARKETING – FALL, 2020 MID TERM ASSESSMENT Task brief & rubrics
Task
From the Marketing Case BWT each student may consider the case from a global perspective or from their own country’s perspective.
Use official cover provided on Moodle, table of contents and introduction. Each question should be clearly identified as a headline and answered as a separate
section of the paper.
Questions:
• Describe the segment your brand/ product is targeting (demographic, psychographic, geographic and behavioral).
• Analyze the value proposition your brand is offering and how they are creating value.
• Related to their main competitors, is your brand a leader, challenger or follower? Justify your answer with quantitative data and analyze the strategy
they follow.
Formalities:
• Wordcount: 2,000-2,500
• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
• Font: Arial 12,5 pts.
• Text alignment: Justified.
• The in-text References and the Bibliography have to be in Harvard’s citation style.
• Upload PDF to avoid Turnitin rejection.
Submission: Week 7 – Via Moodle (Turnitin). Due date:22nd November , 11:59 pm (CET)
Weight: This task is a 40% of your total grade for this subject.
It assesses the following learning outcomes:
• Demonstrate understanding of the principles of Marketing and their applicability.
• Understand the processes of interaction between key stakeholders in the domain of Marketing.
• Identify and analyze the major forces in the marketing that impact business operations.
• Describe segmentation, targeting and brand positioning processes.