Critically appraise how to apply a range of selected marketing relationship theories to particular B2B contexts. Analyse the strategic options
For this assignment, which is worth 100% of the unit, you need to write a report of 3000 words based on the G4S company and its offering (i.e., G4S Cash360). Using business-to-business marketing theories along with independent sources, you need to address four tasks listed below in the Assignment Details and Instructions.
Unit Learning Outcomes:
- Critically appraise how to apply a range of selected marketing relationship theories to particular B2B contexts.
- Analyse the strategic options open to a selected company based on these marketing relationship theories.
This assessment will contribute to the achievement of the following Programme Learning Outcomes:
- PLO1: Identify and apply information critically in relation to context
- 1.1.1. Identify and interrogate relevant data and literature sources using methods appropriate to level of study and to discipline
- PLO2: Demonstrate communication skills at the appropriate level and using appropriate media
- 2.1.1. Organise work in a logical structure in order to draw conclusions that follow from line of argument
- 2.1.2. Apply consistent and appropriate referencing and in text citations
- PLO4: demonstrate professional and commercial/corporate awareness
- 4.1.1. Identify and explain professional and commercial/corporate issues
4.1.2. Critically evaluate professional and commercial/corporate issues
Instructions: This individual assignment, in the form of a report, is based on the UK-based company G4S and one of its offerings. Your assignment is to do the following:
- Task 1: Introduce and discuss a market segment which you think is attractive for G4S’s Cash360 system. Note that you need to explain which criteria you used to find an appropriate segment in order to justify why this it is recommended.
- Task 2: Then select one company within this segment. You should use secondary data to back up your selection and explain why the proposed customer is attractive for G4S’s Cash360 offering. You need to justify your choice by facts and figures!
- Task 3: Now discuss what type of relationship (e.g., Transactional exchange or value-added exchange or partnership) you believe is most suitable for G4S and the proposed customer, and WHY? Then, using the Actors - Activities – Resources (AAR) framework and stakeholder networks, explain how G4S should market Cash360 to the company you have chosen.
- Task 4: Explain forms of value G4S offers and delivers to the customers which can justify working with them, and also what the value of this might be to the customer. Use theory and examples.