My company is “Emirates Airlines – compititors are Saudi Airlines, Qatar, and Eitihad Airlines.
Summary of Assessment Method: Essay providing a critical examination on strategies to meet new
market challenges and opportunities in the culinary industry (1,500 words).
On successful completion of the module, students will be able to:
Critically examine a range of key strategic marketing terms within the context of the culinary
industry and the consequential impact for marketing products and services;
Evaluate the key elements of strategy and the relationship with the marketing environment
and responsible decision-making process;
Apply the different concepts and strategies within market segmentation, targeting and
positioning including the application of the marketing mix.
Assessment Content
Critically examine the environment and consider how culinary entrepreneurs can adopt and adapt
their strategies to meet new market challenges and opportunities within the culinary industry.
You can consider an existing business or plan the marketing strategy for your future F&B company.
Weighting: 100 %
Assesses Learning Outcomes: 1, 2 and 3
Submission Deadline: Week 10 for the final essay
3
Sensitivity: Internal
The Individual Essay should comprise of the following key components:
• Critical review of the culinary industry environmental forces (at least 10 credible literature
sources); Choose one or two techniques of the market analysis:
PESTEL
Customer Description
Competition
• Practical implications for the culinary organisation (in the case of the existing business
models or those that could be developed in the future); choose 2 techniques among the following:
Business Model of the business and Value Proposition
Marketing Mix (Product/Service, Price, Place, Promotion, People, Process, Physical Facilities)
SWOT
Marketing Strategy and its adaptation to the changes in the environmental forces
Conclusion (summary of the key outcomes)
Reflection (individual reflection on the project development process; not included to the
word count)
• Reference list (using only reliable sources in Harvard reference style).
If references do not appear in the main text and they are missing either from the main body or from
the list, you will receive half the points assuming that the rest is correct. Wikipedia and other non-
academic, non-professional sources will be marked down.
Structure of the essay. The Individual Essay should contain title page, introduction, main text,
conclusion, reflection, references, appendix (if necessary).
Formative Assessment: Each Individual Essay should be supported with the small presentation (10
min) during Week 10 that covers the main outcomes of the project. Each presentation will be
followed with the Q&A session (10 min) and the questionnaire on the projects in the class.
