I have to write an individual 2,000 word (+/- 10%) written
report that addresses the following coursework brief:
– Analyse the process of strategic market creation and legitimization for a product or
service of your choice.
This individual coursework gives you the opportunity to critically interrogate the process of strategic
market creation and legitimization. The coursework requires you to engage with a current market
creation case (product or service) of your choice. Building on the lectures (week 11-14) and seminar 1
activity, you are asked to apply relevant theoretical concepts from the field of strategic market
creation to analyse your chosen empirical case. This coursework requires that you research relevant
secondary data regarding your specific product or service of choice, such as media coverage,
governmental and industry reports or NGO publications to perform your empirical analysis. The key
reading for this coursework will significantly help you in understanding how to apply the theoretical
concepts to the empirical case of your choice:
Humphreys, A., 2010. Megamarketing: The creation of markets as a social process. Journal of
Marketing, 74(2), pp.1-19.
This coursework takes a macro-approach to analysing, understanding and managing an organisation’s
current and future external environment and will help you understand how organisations (can) engage
in the deliberate, strategic co-creation of that environment. This coursework prepares for a career in
marketing communications, public relations and public affairs as well as entrepreneurial activities.
This was the seminar 1 activity:
Seminar 1, Week 12: Market creation and legitimisation: Who frames the future of ecigarettes?
The seminar builds on the lectures from weeks 11 and 12 and gives you the opportunity to apply your
knowledge of strategic market creation and legitimisation to the (British) e-cigarette market. The
objective of the seminar is to practice the application of the market creation framework proposed by
Humphrey’s (2010, p. 16, Figure 3) to the current and controversial case of “e-cigarettes”.
Preparation:
In week 11, you will enrol online into self-selected seminar sub-groups. Within those sub-groups, your
task is to apply the market creation framework to the e-cigarette market.
You must read the paper:
Humphreys, A., 2010. Megamarketing: The creation of markets as a social process. Journal of
Marketing, 74(2), pp.1-19.
and particularly pay attention to understanding the different legitimation stages and framing
strategies employed in the market creation process.
This task requires you to engage with very recent, secondary data research to generate relevant
information about the e-cigarette market situation. You must display your analysis on no more than
3 power point slides and generate at least 3 strategic recommendations for a leading e-cigarette
manufacturer OR an NGO (or consumer activist group) who oppose e-cigarettes.
During the seminar:
Present and discuss your analysis and recommendations with the other groups.
After every sub-group’s presentation, please discuss:
▪ Do you agree or disagree with the proposed strategic recommendations presented to you?
Why? What are the strengths or weaknesses of the suggested approach?
▪ What was the most surprising finding in your analysis?
▪ What was the biggest challenge you faced during the exercise and how did you address it?
▪ When applying the process-framework: What are challenges you face? Does the framework
adequately capture the idiosyncrasies of the e-cigarette case? If not, what additional stages
or other changes do you suggest?
I have uploaded our group presentation for seminar 1, and also, the lecture slides you have to use.
The product of my choise could be the e-cigarette Juul like my seminar task.
I want you t0 use these key references:
Humphreys, A., Chaney, D. and Slimane, K.B., 2017. Megamarketing in contested markets: The struggle between maintaining and disrupting institutions. Thunderbird International Business Review, 59(5), pp.613-622.
Humphreys, A., 2010. Megamarketing: The creation of markets as a social process. Journal of Marketing, 74(2), pp.1-19.
Also, you can add yours and but I want them to be academic.
