Assignment Brief Mode C and Q Regulations

Module Title: Contemporary Services and Retail Marketing Assignment Number Coursework 1
Module Code: 3015MKT Assignment Title Individual Report
Module Leader: Sophie Yang Assignment Weighting Contribute to 50% of the module mark

Release Date: w/c 17th May 2021
Submission Date/Time:
Submission
Time and Place: Submission through Turnitin ONLY

Assessment Information
This assignment is an individual assignment.

Coursework task
Growth slowed for the fourth consecutive year in 2019 in the online grocery market, as the sector continues to struggle to reach new customers, when much of the growth in the market coming from existing users. The start to 2020 has seen growth rapidly accelerate due to the COVID-19 outbreak, the legacy of which will be opening up the online grocery market to large numbers of customers who may not have shopped for groceries online before (see the Appendix for details).

You are invited by Waitrose as a marketing consultant to ensure the company offers high service quality to online customers (1000 words) and improves its multi-channel marketing strategy, aiming to attract customers and/or enhance customer experience (1000 words).

In the report, you are asked to refer to journal articles from LOCATE to support any suggestions proposed to the client.

Criteria for Assessment
Structure
Content is organised and appropriate; coherent; flow of information, arguments, concepts.

Knowledge and Understanding
Identifies, explains, draws on appropriate theories, models, literature to demonstrate depth and breadth of reading to address the question.

Analysis and Application
Evaluation and critical analysis of the topic. Application of theory or practical examples given appropriate to context.

Conclusion and Recommendations
Synthesis of ideas/concepts, appropriate conclusions, justified recommendations.

Presentation
Spelling, punctuation, grammar, layout, accurate referencing style, writing style academic/professional.

Marking criteria
Grade Boundary
Assessment Criteria 0-19%

Fail 20-39%

Fail 40-49%

Pass 50-59%

2:2 60-69%

2:1 70-79%

Distinction 80-100%

Distinction
Structure The flow of information, arguments, and concepts are not well-structured and are extremely weak. The flow of information, arguments, and concepts are poor and not well-structured. Acceptable structure.
Acceptable contents. In some places, the flow of information is not clearly structured. Good structure.
Good contents. The flow of information is clearly structured. Very good structure. Very good contents.
The flow of information is well-structured. Excellent
structure. Excellent contents.
The flow of information is excellently-structured. Outstanding structure. Outstanding contents.
The flow of information is outstandingly-structured.
Knowledge and Understanding
No understanding of relevant literature.
Describes literature with no critical analysis.
Fails to use key sources in the work. Doesn’t Meet the Module Learning Outcome. Shows poor understanding of relevant literature.
Describes literature with no critical analysis.
Fails to use key sources in the work Acceptable understandings shown on the topic. Presents some understanding of theories, concepts and issues.
Describes literature with limited critical analysis. Good understandings shown on the topic. Presents good understanding of theories, concepts and issues.
Describes literature with limited critical analysis. Very good understandings shown on the topic. Presents very good understanding of theories, concepts and issues.
Analyses literature clearly and critically.
Very good depth of reading. Excellent understandings shown on the topic. Presents excellent understanding of theories, concepts and issues.
Critically analyses literature with excellent arguments.
Has excellent evidence of reading on relevant material beyond those given in teaching sessions. Outstanding
understandings shown on the topic. Presents outstanding understanding of theories, concepts and issues.
Has outstanding evidence of reading on relevant material beyond those given in teaching sessions.
Analysis, application and discussion No understanding of the topic.
Fails to identify key theories that will be applied.
Presents limited understanding of the topic.
Fails to identify key theories that will be applied.
Acceptable analysis and discussion.
Shows basic understanding of the topic.
Good analysis and discussion.
Shows good understanding of the topic. Has logical and clear arguments shown in literature and application.

Very good analysis. Has very well-reasoned arguments shown in the analysis and application.
Presents very good understanding of the topic.
Clearly identifies the relevant theories that will be applied. Excellent analysis.
Presents strong and critical analysis with excellent arguments.
Shows excellent depth and breadth of understanding of the topic.
Identifies the relevant theories that will be applied with excellent reasoning.
Outstanding
analysis.
Presents strong and critical analysis with outstanding arguments.
Shows outstanding depth and breadth of understanding of the topic.
Identifies the relevant theories that will be applied with outstanding reasoning.
Conclusion and recommendation
No summary of the assignment.
Presents extremely weak recommendations.
No clear link between recommendations and theory. Provides limited summary of the assignment.
Presents limited recommendations.
No clear link between recommendations and theory. Acceptable recommendations. Links the recommendation to theory briefly. Good recommendations. Links the recommendation to theory well. Very good recommendations.
Summarises the assignment very clearly and critically.
Links the recommendations to theories very well.
Summarises the assignment excellently. Provides excellent and realistic recommendation.
Excellently links the recommendations to theory. Summarises the assignment outstandingly. Provides outstanding and realistic recommendation.
Outstandingly links the recommendations to theory.
Presentation –
Spelling, punctuation, grammar, layout, accurate referencing style, academic writing style Extremely weak contents.
Presents extremely weak referencing with incorrect style.
Refers to very few sources.
Provides poor and vague contents.
Presents poor referencing with incorrect style.
Refers to limited sources.

Acceptable contents.
Displays correct reference style. Refers to some relevant sources.
Good contents.
Displays correct reference style.
Refers to a good range of sources.
Very good contents. Refers to a very good range of sources.
Delivers information very clearly and with sound structure.
Excellent presentation. Presents information excellently and in logical order.
Displays excellent use of referencing. Outstanding presentation. Presents information outstandingly and in logical order.
Displays outstanding use of referencing.

This assignment requires you to,
1 Evaluate the varying forms of service provision by understanding the main features of a “service” and be able to apply relevant marketing knowledge to that service
2 Critically analyse the determinants of competitive success in retail industries, in particular the role and application of marketing within the retail environment
4 Evaluate the academic debate around contemporary and future issues in services and retail marketing
Word Count
The word count is 2000 words.

There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the word limit by 10% or more.
The word limit includes quotations and citations, but excludes the references list.

How to submit your assessment

The assessment must be submitted by 18:00 on 15/07/2021. No paper copies are required. You can access the submission link through the module web.

• Your coursework will be given a zero mark if you do not submit a copy through Turnitin. Please take care to ensure that you have fully submitted your work.
• Please ensure that you have submitted your work using the correct file format, unreadable files will receive a mark of zero. The Faculty accepts Microsoft Office and PDF documents, unless otherwise advised by the module leader.
• All work submitted after the submission deadline without a valid and approved reason (see below) will be given a mark of zero.
• The University wants you to do your best. However we know that sometimes events happen which mean that you can’t submit your coursework by the deadline – these events should be beyond your control and not easy to predict. If this happens, you can apply for an extension to your deadline for up to two weeks, or if you need longer, you can apply for a deferral, which takes you to the next assessment period (for example, to the resit period following the main Assessment Boards). You must apply before the deadline.
You will find information about the process and what is or is not considered to be an event beyond your control at https://share.coventry.ac.uk/students/Registry/Pages/Deferrals-and-Extension.aspx
• Students MUST keep a copy and/or an electronic file of their assignment.
• Checks will be made on your work using anti-plagiarism software and approved plagiarism checking websites.

GUIDELINES AND BACKGROUND TO THIS ASSIGNMENT

Plagiarism

As part of your study you will be involved in carrying out research and using this when writing up your coursework. It is important that you correctly acknowledge someone else’s writing, thoughts or ideas and that you do not attempt to pass this off as your own work. Doing so is known as plagiarism. It is not acceptable to copy from another source without acknowledging that it is someone else’s writing or thinking. This includes using paraphrasing as well as direct quotations. You are expected to correctly cite and reference the works of others. The Centre for Academic Writing provides documents to help you get this right. If you are unsure, please visit www.coventry.ac.uk/caw. You can also check your understanding of academic conduct by completing the Good Academic Practice quiz available.

Self-plagiarism or reuse of work previously submitted
You must not submit work for assessment that you have already submitted (partially or in full), either for your current course or for another qualification of this and any other university, unless this is specifically provided for in your assignment brief or specific course or module information. Where earlier work by you is citable, ie. it has already been published/submitted, you must reference it clearly. Identical pieces of work submitted concurrently will also be considered to be self-plagiarism. Self-plagiarism is unacceptable because you cannot gain credit for the same work twice.

The University VLE includes a plagiarism detection system and assessors are experienced enough to recognise plagiarism when it occurs. Copying another student’s work, using previous work of your own or copying large sections from a book or the internet are examples of plagiarism and carry serious consequences. If you are a business student and joined Coventry University in September 2020 or later please use APA 7th edition referencing, if you joined prior to this date you may use APA or the existing Harvard Reference Style (Coventry version) that you are familiar with. Law students should use OSCOLA. Please be consistent in the referencing style that you use and use it correctly to avoid a case of plagiarism or cheating being brought. If you are unsure, please contact the Centre for Academic Writing, your Progress Coach or a member of the course team.

Return of Marked Work

You can expect to have marked work returned to you by 29th July 2021. If for any reason there is a delay you will be kept informed. Marks and feedback will be provided online. As always, marks will have been internally moderated only, and will therefore be provisional; your mark will be formally agreed later in the year once the external examiner has completed his / her review.

Appendix –

Online Grocery Retailing – UK (Mintel, 2020)

Growth slowed for the fourth consecutive year in 2019 in the online grocery market, as the sector continues to struggle to reach new customers with much of the growth in the market coming from existing users. The start to 2020 has seen growth rapidly accelerate due to the COVID-19 outbreak, the legacy of which will be opening up the online grocery market to large numbers of customers who may not have shopped for groceries online before.

Growth in the online grocery market slows to just 2.9%
Growth within the online grocery market slowed to an historic low of just 2.3% in 2019, from 9.2% in 2018, to reach £12.7 billion. A major part of the slowing of the market is the July 2018 closure of Tesco Direct, which impacted growth significantly in the first half of 2019. 2020 is set to be a record year for the channel, with estimated growth of 32.6% due to the COVID-19 outbreak.

Store-based players account for the majority of the market
Store-based grocers account for the vast majority (72.6% in 2019) of sales within the online grocery sector, but this side of the market has seen growth slow significantly. Indeed, based on the ONS data, sales actually declined (-0.2%) in 2019, although again a good deal of this was due to the closure of Tesco Direct. Even accounting for its closure, online-only players are growing far ahead of their store-based rivals with growth of 9.7% in 2019 – driven by the continued outperformance of the market by Ocado.

Younger parents the key online grocery users
Use of online grocery services peaks among those aged 25-34 (71%), those in full-time work (63%), those with household incomes of over £75,000 (71%) and those living in cities (61%). However, across all demographics, those with children, and in particular those with children under 4 (76%), show the highest level of usage.

Significant growth in smartphone shopping
Whilst PC/laptops (69%) remain the device most commonly used to shop online for groceries, it is mobile shopping that is the growth area with the number shopping via mobile growing from 50% to 58% between 2018 and 2019. In particular, growth is being driven by increased smartphone usage, up from 35% to 44%, with those aged 16-34 now slightly more likely to shop via mobile (62%) than PC/laptop (60%).
The growth in the online grocery market in 2019 may have been negatively distorted by the closure of Tesco Direct, but even accounting for this, the slowdown in growth continued. The market continues to struggle with drawing new customers in, having reached somewhat of a ceiling among those shoppers, younger affluent families, who are core shoppers.
2020 will be a defining year for all of retail, and indeed wider UK society, but this will be particularly true for the online grocery market. In the midst of the COVID-19 outbreak, it will be a channel which is heavily relied upon to sustain non-discretionary grocery demand and ensure that where possible distribution of food and drink is uninterrupted. In rising to the challenge significant, stresses will be placed on retailers and logistics chains, and outside help may be required, but longer term the benefit to the channel may be great. New shoppers will enter the channel and portions will continue to use the channel as life returns to normal. This will bring growth opportunities and may be the unintended kick-start to stronger growth once more.
Source: Mintel, March, 2020. Online Grocery Retailing – UK. https://reports.mintel.com/display/988514/?fromSearch=%3Ffreetext%3Donline%2520grocery# [Accessed 22 June 2020]

The task is to write an individual report as a marketing consultant for Waitrose, a company facing challenges in attracting new customers in the online grocery market. The report should have two parts, the first addressing how Waitrose can offer high service quality to online customers, and the second suggesting improvements to the company’s multi-channel marketing strategy.

The report should be 2,000 words in length, and journal articles from LOCATE should be used to support any suggestions made to the client. The report should be well-structured, with a clear flow of information, arguments, and concepts, and contain a synthesis of ideas and concepts, appropriate conclusions, and justified recommendations.

The assessment criteria for the report include structure, knowledge and understanding, analysis and application, conclusion and recommendations, and presentation. The report will be marked on a scale of 0-100, with grades ranging from Fail to Distinction based on the degree to which it meets each criterion.

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