STRATEGY REPORT (Phase A)

The main industry focused project for this unit entails analysing the marketing strategy for a new product(s) or service innovation of a company/brand. This report is

a team work and it contributes to the Learning in the Workplace and Community (LiWC) part of the unit.
Guidelines for the Marketing Strategy Report
1. Factors for new product or innovation success depends on a varying sets of market related, firm related, and product related variables. Understanding and analyzing

such factors for innovative successful products and services will help in developing and marketing new products and services for the today’s hyper competitive and

ever-changing business environment. This strategy report will concentrate on critically analyzing the firm, project, product and market related factors that have

contributed to a successful marketable new or innovative product or service. The core strategy analysis will be based on the Critical factors for innovation success

model (Figure 3.6, page 92).
3. The first task is to select a company/brand/product/service which has been successful as a new or innovative product or service in recent years. Please choose your

preferred company from the following list. These companies where chosen because of their continuous innovation practices and success stories of new products and

services, thus making them global leaders in their respective fields.

You needs to now focus on a particular product or service of that company. It is neither feasible nor possible to focus on analyzing all products or services that your

preferred company offers. For example, let us assume the preferred company is Apple (which is not in the above list and not available for the report). It has been a

market leader for a lot of innovative and new products and services such as iPad, iPhone, iPod, MacBook Air, iTunes etc. For the report the you should focus and select

ONE product or service (let’s say for example, iPad only) that you think has been very innovative and successful and then analyze the marketing strategy for that

particular product or service based on unit relevant analysis criteria. Broad generalizations and lack of focus on a particular product or services will result in

lower marks.
5. For clarity and evaluation purpose, we have designed a structure for the report with 5 fixed sections, which are based on the Critical factors for innovation

success model (Figure 3.6, page 92). The subtopics for each of the sections are elaborated throughout the book chapters and related journal articles. You will need to

review them in details to structure the report.
We strongly recommend you to thoroughly review the two journal articles as they provide detail elaborations on the factors for innovation success model (Figure 3.6,

page 92) which will be required for the Technological and Commercial viability analysis sections. Your task will be to analyze the company in the light of these

factors. Both these articles are available on WebCT.
• van der Panne, G., van Beers, C., & Kleinknecht, A. (2003). Success and failure of innovation: A literature review. International Journal of Innovation Management,

7(3), 309–338.
• Berkhout, G., Hartmann, D., &Trott, P. (2010). Connecting technological capabilities with market needs using a cyclic innovation model. R&D Management, 40(5), 474 –

490.
The word limit for the whole report as well as the approximate word limit for each section of the report will be strictly enforced. Make effective use of tables and

charts to portray detailed information in brief. Use appendix for any additional analysis, exhibits etc. Refer to the marking criteria for the relative weight and

sub-topics for each of the major sections as well as other requirements for the report. All reports will have to follow the given format of sections. The major

sections of the report will be as follows.
6. The report is about strategic analysis and you should be avoiding un-necessary discussions which really do not add value to your report. The strength of any

strategy analysis is based on analyzing actual market information from a wide variety of impacting factors and applying relevant and established conceptual frameworks

for deeper insights and understanding. Mere reporting of information without any relevant analysis will not add value to your analysis. The lecture materials and

tutorial discussions will cover conceptual frameworks and theoretical considerations for your report.
7. While doing your research for your preferred company and product please keep in mind that you are to source credible, reliable, relevant, factual and recent

information from online business news and information sources, company reports and websites, industry whitepapers, business magazines, expert opinions, marketing

textbooks, academic journals and suggested additional readings as an evidence to substantiate your illustrations, thoughts and arguments. Please avoid unknown and un-

reliable online websites as well as commentary and opinion from unknown and non-expert commentators and personal blogs. When evaluating sources always consider why and

how is it relevant to your analysis; why and how does it matter to your analysis; and how it can add value to your analysis.

There are the sections that are needed in the report:
–    Product background and history:
1-    Background
2-    Vision/goals
3-    Product portfolio
4-    Milestones and important events

 
 
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