De Beers Group: Marketing Diamonds to Millennials
Case Study 1 (Individual - 30%)
Overview
This assignment gives students the opportunity to apply the concepts learned in this and previous coursework to analyse a real-world case study scenario. This scenario will illustrate through example the practical importance and implications of management and strategic planning. This analytical exercise will improve students’ understanding and ability to think critically about the business and its future direction, to better able to understand and analyse real business problems and strategies.
Details
Students willANSWER ALL THREE (3)
CASE STUDY QUESTIONS(see below) by applying a Case Study Analysis. PLEASE NOTE that students are to also ensure that in answering the questions that application of the relevant business concepts and frameworks are included as per the notes in the case study guidelines below.
Case Study Link:
As a student of this unit you are free to read and download the document, and to print one copy for your use. You may not make multiple copies for others, disseminate the document to unauthorized users, edit or alter it, or otherwise exercise any intellectual property rights, all of which remain with Harvard Business School Publishing (HBSP). Western Sydney University School of Business is required to notify HBSP if it becomes aware of serious noncompliance with these instructions.
CASE STUDY1 - De Beers Group: Marketing Diamonds to Millennials
https://cb.hbsp.harvard.edu/cbmp/pl/74303619/74303654/d0a65deab21d7cabc0e4b50a30a6d324
Please download the Case Study reading from the link above and refer to the Information Guidelines and Marking Criteria.
iNote:Further details and materials for this assignment will be made available to the students in the Session 1 class and posted on vUWS.
iNote:Number of words: 1,500 words plus References and Appendices (not included in word count)
Case Study Questions & Guidelines
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CASE STUDY QUESTIONS
1. In your opinion what are the main issues in the case? What analysis did you do to make this conclusion?
2. Define scope of the challenges De Beers face in relation to marketing to Millennials?
3. What would you recommend to De Beers with respect to its marketing strategy? Justify your recommendation.
iNote:Please ensure a minimum of3(excluding the case study) scholarly references in relation to the analysis (these may be sourced journal articles, academic papers, Harvard readings, McKinsey publications etc.), and are cited in-text and in the reference list in support of your application of business models and frameworks.
CASE STUDY GUIDELINES
- Apply relevant business concepts and frameworks to answer the case study questions.
- Demonstrate the use of critical thinking in relation to the questions and case study approach.
- Analyse the industry dynamics in relation to the new growing Millennials Customer Group which the selected company is marketing to.
- Analyse the industry, selected company’s’ competitive position.
- Develop practical solutions for strategic issues facing the business.
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Formatting requirements
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12 point font size; 1.5 spacing, Arial font style.
References according to Harvard Referencing Style.
Late reports will attract a 10% penalty of the assignment mark for each day late.
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Submission requirements
¦Due:Submit to Turnitin in vUWSby Sunday 4th February 2018 by 11:59pm with the individual students response to the case questions, appendices and reference list in one document.
Assessments not lodged to Turnitin cannot be marked.
Marking criteria and standards
CRITERIA
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EXPECTATIONS NOT MET
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MEETS EXPECTATIONS
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EXCEEDS EXPECTATIONS
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Analysis
(6 Marks)
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Analysis is incomplete in significant aspects of the case; evaluation of important industry characteristics is lacking detail; limited competitor and market analyses are provided; few if any competitive advantages are identified, and no analysis of their effects is provided
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Describes major characteristics of the case discussion, but analysis is limited or missing a few elements; market attributes are described and their impacts on the business are adequately assessed; analysis identifies competitive advantages of the company, but a discussion of their contribution to the company’s market success is missing;
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Provides a sound case analysis of industry size, main segments, maturity, opportunities and threats in the industry, key trends and outlook for the industry, and major competitors; specifically identifies target market and consumer demographics, and fully describes niche in which the company will operate; clearly presents significant competitive advantages
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Application of knowledge of integrated concepts and critical thinking
(6 marks)
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Does not recognise or correctly identify relevant concepts, frameworks or critical thinking defining the issues facing the business; the report does not identify or adequately evaluate organisational problems and challenges;
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Describes some concepts, frameworks or elements of critical thinking. But these issues require more definition and development to ensure that they are relevant to the business; or that they adequately identify relevant organisational problems and challenges,
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Demonstrates well-developed ability to integrate and apply relevant concepts, models and frameworks in relation to analyzing the business; effectively examines and analyses important issues that are central to the development (or decline) of the business by applying critical thinking elements.
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Justification of recommendations and conclusions to address key strategic issues
(8 Marks)
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Recommendations and conclusions are poorly justified or not supported
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Outlines and justifies strategic recommendations and conclusions for action that are, for the most part, based on appropriate business principles and concepts.
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Clearly justifies strategic recommendations and conclusions for action based on strong analytics and appropriate concepts and principles in business.
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Research & range and use of information/scholarly sources used to develop the report including scholarly sources. Sources cited.
(5 marks)
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Uses a very limited range of sources with limited or no citations.
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Uses a large range of sources including texts, company and news reports. Sources and citations identified.
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Uses an extensive range of texts from company reports, journals, books, magazines/ newspapers and internet sources. All sources are cited in-text and end-text.
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Overall report style (e.g. easy to read, good flow of thoughts, interesting and well written) and layout. Referencing standards are correct.
(5 Marks)
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Basic report with no reader engagement. There is no obvious logic and it is hard to read. Limited citation and inaccurate referencing. Relies on other’s ideas or secondary sources too heavily.
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Report creates some interest and provides some insights and logic with a basic structure. Some use of in-text and end-text citations and limited errors. Tends to restate and describe in parts as opposed to original analysis support with data.
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Report is well laid out and has logical flow of thoughts, is well structured and easy to read. Accurate referencing with in-text and end-text citations. Use of sources is to evidential support for own original arguments.
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