+1 862 207 3288 The Savoy Hotel London vs. The Ritz Hotel London
Individual Critical article – not more than 2,000 words (excluding appendices) 70% overall assessment weighting
TASK: A Report: Critical evaluation of luxury brand stores
Compare and contrast the stores (DOS or Flagship) of two luxury brands (you may choose these). You should analyse and compare the consistency of marketing message, which the stores provide in relation to their other ‘brand touch points’. Include an analysis of the respective brands’ heritage and DNA and how these are communicated via the retail store.
You should include in your report:
• Explanation and concise analysis of the brands’ market position, heritage and brand DNA.
• A critical evaluation of the brands’ distinctive brand message and how that is communicated across brand touch points. (a minimum of two different brand messages for each brand)
• Conclude which communicates the most coherent message in the most innovative way.
• Draw any recommendations you believe apply as good practice for other
brands.
Any images or factual material from company reports and the like should be included in an appendix and are not included in the word count).
Harvard referencing applies (Harvard referencing examples are in Suggested Reading at the end of the document and in the university’s study skills guide).
This will form 70% overall assessment weighting
Submission: end of week 10 (last week), 11.59pm, 6 April 2014
through blackboard
Learning Outcomes being met:
KU2, KU7, KU10, IC7, IC5, IC7, IC11, IC12, PTP1, PTP2, PTP3, PTP4, PTP6, PTP11, and PTP12
Report Brief
Introduction
Brand overview and analysis
Brand position and heritage
Brand DNA
Brand message and the communication across brand touch points
Concept Store – Directly Owned Store (DOS) or Flagship
Other communication tools
Critical Analysis
Recommendations and conclusions
Guiding Assessment Structure
1. Models and Frameworks
A clear understanding of theory and an interpretation through the analysis.
The extent, interpretation and application of theory.
2. Research
The depth of research being invested and engagement to support data that is current.
Compare and constrast a wide range of relevant resources and data to support and illustrate the argument(s) made.
Knowledge of research-informed literature embedded in the work.
3. Creative holistic and critical analysis
The analysis that supports the comprehensive coverage of the relevant issues; depth is indicted in the level of critical engagement.
A wide range of relevant literature used critically to support the argument, and balance the discussion.
Coherent, well-supported argument with good awareness of the limitations.
4. Conclusion and Recommendations
Robust strategic solutions with synthesis of theories; perceptive and logically connected points.
A wide range of relevant data evaluated and used critically in the recommendations and conclusions.
Interrelated theory of practise applying independent and creative thought.
MKT710 Luxury Marketing
Marking and Student
Feedback Sheet
Assessment 2 – Individual Report
Aspect Assessed/
Maximum
Marks
Comments
Criteria
Marks
Gained
Subject Knowledge
25
Research and Investigation skills
15
Analysis,Interpretation and Application
25
Presentation and Format
5
Bibliography and References
10
Conclusions and recommendations
20
Learning Outcomes being met:
KU2, KU7, KU10, IC7, IC5, IC7, IC11, IC12, PTP1, PTP2, PTP3, PTP4, PTP6, PTP11, and PTP12
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