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STUDENT INSTRUCTIONS
1. Read all instructions carefully. We recommend you read through the entire paper at
least once before writing.
2. There are six questions. All candidates should attempt two questions.
3. You should not submit answers to more than the required number of questions.
4. All questions carry the same number of marks (100) unless otherwise stated.
5. Where handwritten answers are permitted, please ensure you write legibly, preferably
in dark blue or black ink. If you use a pencil, please ensure it is not too faint to be
captured by scan or photograph. It is your responsibility to ensure your work can be
read.
6. If uploading photographs or scanned copies of your work, please check for legibility
before uploading. It is your responsibility to ensure your work can be read.
7. Add your student number to all uploaded files.
8. You are permitted to access module materials, notes, resources, references and the
internet during the online assessment.
9. You must not communicate with any other candidate during the assessment period,
unless instructed to do so as part of the assessment requirement(s).
IB2B50_A
10. By starting this assessment, you are declaring yourself fit to undertake it. You are
expected to make a reasonable attempt at the assessment by answering the questions in
the paper.

1. Discuss why, and under what conditions, analyses of the external environment may
or may not be helpful for strengthening elements of the marketing strategy for a
firm’s offering(s) and increasing likelihood of future success. Illustrate with any
organization(s) and their offering(s) of your choosing other than for Fitbit or Uber.
Draw upon relevant marketing strategy frameworks and concepts as appropriate.
(100 marks)
2. “A firm introducing a pioneering new product into a market automatically gets firstmover advantages.”
Critically evaluate this statement. Draw upon relevant
marketing strategy frameworks and concepts and illustrate with examples of actual
offerings and markets as appropriate.
(100 marks)
3. The owner of a small, new online-only business with a little-known branded product
now has big ambitions to build and exploit “brand equity” to grow. Drawing upon
relevant marketing strategy concepts and frameworks as appropriate, what
marketing strategy advice do you offer to help the owner succeed and why
(100 marks)
4. For any organisation and offering(s) of your choosing, other than for Kaya Skin Clinic
or Apple, critically evaluate the extent there may or may not be a basis for one or
more sustainable competitive advantages within the marketing strategy for its
offering(s). Draw upon relevant marketing strategy frameworks and concepts as
appropriate.
(100 marks)
(Continued…/)
Page 4 of 5
Page 5 of 5
IB2B50_A
5. For any organisation and offering(s) of your choosing, other than for Dollar Shave
Club, critically appraise the extent that the marketing mix elements of the marketing
strategy do or do not appear to take full advantage of “experiential marketing.”
Offer any recommendations for strengthening the marketing strategy of the
organisations’ offering(s) accordingly. Draw upon relevant marketing strategy
frameworks and concepts as appropriate.
(100 marks)
6. Firms today have many opportunities to position their offerings on sustainability.
Yet, with so many firms and their direct competitors doing this, what does this
macroenvironmental and competitive market context suggest about the
appropriateness of such a strategic approach as well as for successful
implementation Draw upon relevant marketing strategy frameworks and concepts
as appropriate and illustrate with examples of your choosing.
(100 marks)
End of Paper