INDUSTRIAL MARKETING
INDUSTRIAL MARKETING Final Assessment Task brief & rubrics. This is an individual task. The task focuses on areas studied to date, requiring you to show knowledge and application in the parts stated.
· You should upload a single, correctly formatted document which may also include any relevant tables and diagrams
·
CASE VALEO
Valeo is a French global automotive supplier headquartered in France , listed on the Paris Stock Exchange ( CAC-40 Index). It supplies a wide range of products to automakers and the aftermarket. The Group employs 113,600 people in 33 countries worldwide. It has 186 production plants, 59 R&D centers and 15 distribution platforms. Its strategy is focused on innovation and development in high-growth potential regions and emerging countries. [1] In 2018, Valeo’s sales rose 4% to €19.1 billion. It also ranked as France’s leading patent filer from 2016 to 2018. [2]
Valeo is structured around four business units:[13]
1. Comfort & Driving Assistance Systems (specialized in technologies to make driving safer, more intuitive, more autonomous and more connected)
2. Powertrain Systems (development of innovative solutions for reducing CO2 emissions in terms of electrification, automated transmissions and clean engines for vehicles)
3. Thermal Systems (optimization of vehicle thermal management and passenger well-being)
4. Visibility Systems (development of technologies ensuring the best visibility and safety for drivers in all weather conditions)
Its Valeo Service activity supplies original equipment spares to automakers and replacement parts to the independent aftermarket.[14]
Original equipment sales growth by destination region:
· Europe and Africa: 46% of sales
· Asia: 32% of sales
· North America: 20% of sales
· South America: 2% of sales
Considering all above, if you were Marketing Manager of Valeo:
1) Suggest a market segmentation
2) Which pricing strategy/ies should you recommend?
3) Critically evaluate their distribution strategy; would you change anything? Would improve it? Is the width appropriate?
4) How would you assess the new product development strategy, and what would you recommend as strategic lines for new products inception and development.
Formalities:
· Wordcount: 2.200 words
· Cover, Table of Contents, References and Appendix are excluded from the total wordcount.
· Font: Arial 12,5 pts.
· Text alignment: Justified.
· Harvard style in-text citations and bibliography
Submission: – Via Moodle (Turnitin). Week 7 July 10th by 23.59 CEST
Weight: This task is a 60 % of your total grade for this subject.
Rubrics
| Excellent 90-100% | Good 80-89% | Fair 70-79% | Marginal fail 60-69% | Fail <60% | |
| Knowledge (30%) | Demonstrates exceptional knowledge and understanding of key concepts. | Demonstrate good knowledge and understanding of key concepts- | The report demonstrates a satisfactory level of knowledge and understanding of key concepts at this basic level. | Demonstrates limited knowledge and understanding of the key concepts. | Demonstrates extremely poor knowledge and lack of understanding of the key concepts. |
| Application (30%) | All analytical tools studied are applied very well and highly relevant insight is drawn from them. | Most analytical studied tools are applied well and relevant insight is drawn from them. | Some analytical tools studied are applied well although there may be some minor misunderstandings. Some relevant insight may be drawn. | Some misunderstandings may be in evidence for one or two tools. Limited insight drawn from analysis. | There is almost no attempt to apply tools |
| Evaluation (30%) | There is exceptional evidence of evaluation and justification of recommendations | There is some good evidence of evaluations of concepts and justification of recommendations | There is some evidence of evaluation of the concepts and justification of recommendations | There is little evidence of evaluation of concepts and justification of recommendations | There is no virtually no evidence of evaluation of concepts and justification of recommendations |
| Communication (10%) | The management report is communicated extremely coherently, and referencing is accurate throughout | The management report is communicated quite clearly, and referencing is fairly accurate but there are some issues in terms of spelling and structure | The management report communicates the ideas in a mostly coherent way but there are some errors and some errors in referencing which are not accurate | The management report is understandable but is communicated poorly and referencing is inaccurate | The management report is extremely poor in terms of referencing (inaccurate or absent) and tends to be incoherent or insufficient (length) in terms of conveying ideas |
