Last Name 2 Marketing Plan for Biotic Juice Student Name University Affiliation Course Professor Date Introduction In the 21st century, health issues have become rampant globally. Despite its benefits, many people avoid using GMO products, which harm human life (Jon Yaneff, 2015). Health and awareness-related products have gained fame and interest as it rewards people with a healthy lifestyle. Many institutions have emerged to ensure enough diversified produce is available to customers and fill the market gap. Juice and vegetable industries aim to produce foodstuffs that suit their customers' local and international preferences. Competitive industries research and identify premium ingredients, including turmeric, garlic, and vegetables such as cucumber, celery, spinach, carrot and broccoli, that stretch top blend in Juice to suit customers' health needs. However, reports reveal environmental hazards due to the release of carbon monoxide from industrialized beverage production (Essien et al., 2021). This marketing plan focuses on Biotic Juice production and retailing. The strategy focuses on how natural Biotic Juice products will be marketed. Biotic Juice The Biotic Juice is featured as a drink extracted from various fruits and blended with vegetables. The beverage can be ingested with droughts, cookies, macrons, or fruit salad. The product is 100% organic and contains entire nutritional composition that fits the customer's health target across all ages. The beverage is presented as cold-pressed, free from chemicals and Genetically Modified Organisms (GMOs). The Biotic Juice contains no added sugars, calories or junk. The Juice is prepared on customers' order, served fresh without any junk obtainable with it. Market a. Product market Over the past two years, the beverage industry's inventiveness has rapidly increased. The fundamental causes of the rapid shoot in this product industry are increased necessity for consumer nutrition and healthy lifestyle. Additionally, customer preferences have shifted from industrialized drinks and beverages with micro health hazards. According to (Statista, 2021), the juice segment, from a global perspective, has shot by 5.43%, which projects an increase in a market volume of $134.80 billion by 2027. About 23% of consumers in the US take Juice daily. Since 2006, New York residents have preferred 100% fruit juice with no added sugar, which is our market advantage. b. Geographical market location The environment of business operation is an essential component that promotes business success. Environmental reasons drive the demand for Biotic Juice in a given country (Pandit & Suman, 2022). For instance, juice consumption in New York city increases by about 12% during summer and winter. The personal health aspect of a consumer getting refreshments during summer and an immunity boost from fruit juice during winter increases demand. c. Demographic factors New Yo.

1. Last Name 2
Marketing Plan for Biotic Juice
Student Name
University Affiliation
Course
Professor
Date
Introduction
In the 21st century, health issues have become rampant
globally. Despite its benefits, many people avoid using GMO
products, which harm human life (Jon Yaneff, 2015). Health and
awareness-related products have gained fame and interest as it
rewards people with a healthy lifestyle. Many institutions have
emerged to ensure enough diversified produce is available to
customers and fill the market gap. Juice and vegetable
industries aim to produce foodstuffs that suit their customers'
local and international preferences. Competitive industries
research and identify premium ingredients, including turmeric,
garlic, and vegetables such as cucumber, celery, spinach, carrot
and broccoli, that stretch top blend in Juice to suit customers'
health needs. However, reports reveal environmental hazards

2. due to the release of carbon monoxide from industrialized
beverage production (Essien et al., 2021). This marketing plan
focuses on Biotic Juice production and retailing. The strategy
focuses on how natural Biotic Juice products will be marketed.
Biotic Juice
The Biotic Juice is featured as a drink extracted from various
fruits and blended with vegetables. The beverage can be
ingested with droughts, cookies, macrons, or fruit salad. The
product is 100% organic and contains entire nutritional
composition that fits the customer's health target across all
ages. The beverage is presented as cold-pressed, free from
chemicals and Genetically Modified Organisms (GMOs). The
Biotic Juice contains no added sugars, calories or junk. The
Juice is prepared on customers' order, served fresh without any
junk obtainable with it.
Market
a.
Product market
Over the past two years, the beverage industry's inventiveness
has rapidly increased. The fundamental causes of the rapid
shoot in this product industry are increased necessity for
consumer nutrition and healthy lifestyle. Additionally, customer
preferences have shifted from industrialized drinks and
beverages with micro health hazards. According to (Statista,
2021), the juice segment, from a global perspective, has shot by
5.43%, which projects an increase in a market volume of
$134.80 billion by 2027. About 23% of consumers in the US
take Juice daily. Since 2006, New York residents have preferred
100% fruit juice with no added sugar, which is our market
advantage.
b.
Geographical market location
The environment of business operation is an essential
component that promotes business success. Environmental
reasons drive the demand for Biotic Juice in a given country
(Pandit & Suman, 2022). For instance, juice consumption in

3. New York city increases by about 12% during summer and
winter. The personal health aspect of a consumer getting
refreshments during summer and an immunity boost from fruit
juice during winter increases demand.
c.
Demographic factors
New York City is the most populated city in the US, with 8.5
million residents and 3.0 thousand students in the university of
New York. Statista says that juice production has been in rapid
growth in the US. The population capacity and age affect
consumer preferences to purchase—royally designed household
structure project huge disposable expenditure. Due to the dense
population, advertising biotic juice in Central Park will be
easier and more efficient.
Problematic
Biotic Juice is a new beverage to be sold in the market that
features a super blend of various fruits and vegetables that gives
a refreshing experience. The first market for the product will be
in the United States, within New York City around Central Park
for enterprise and promotion. As a new product in the US juice
industry, several factors must be considered for successful
merchandise and promotion. These factors include:
a.
The location of the natural Biotic Juice Business
Central Park is a strategic location as it is located close to
Fordham University, Columbia University and St. Johns
University, among other colleges, with more than 50,000
students and 432,386 residents. The average estimation of the
household size is 2.11, with 214,896 households already
occupied. About 25% of the population is old age, 55% consist
of middle age, and 20% are aged 14 years and above (Bruce,
2018). Boutiques, banks, sandwich shops, supermarkets,
chemists and Sackler School of Medicine are the busiest
organizations for the potential market in Central Park. This
arrangement will offer broad access to marketing the product.
b.

4. The pricing strategy to be chosen
Like other businesses that employ SCOREs Product Description
Worksheet to enterprise their products, we will use the same
approach (Szczęśniak & Wolniak, 2016). The Biotic Juice drink
offered during morning hours will be speciality and prepared
with mango fruit, cherry and dragon fruit to give an insightful
morning. The beverage will be escorted by salad and doughnuts
of different varieties, including jelly and frosted chocolate
doughnuts. This package will be averagely sold at $11.45. The
evening drink will be blended with papaya, pineapple and lemon
hydration and refreshment after work. They will be served with
a variety of macron, chocolate, and biscotti cookies. The total
cost of the evening package will be $12.22.
c.
Promotional strategies
We shall seek to exercise campaigns to reach prospective
customers and popularize the business profile in Central Park
during the first two weeks. For instance, we will address the
industry's aim in supporting natural consumption through
natural fruits and vegetables and natural global ingredients to
support healthy living from nutritious consumption. Eye-
capturing posters and letters will adequately describe the price,
ingredients and nutrition impacts on people in the vicinity. We
will also use local radio stations, T.V.s, and newspapers to
advertise and announce programs for free testing of various
Biotic juice blends. We shall also allow them to give feedback
on the experience of the juice product on our website and
brochure. For convenience, we will indicate the periods we shall
close and open for making advancements.
Analysis of customer preferences
Biotic Juice is a non-alcoholic and pressing-free beverage with
high global demand. Responsible customers who value their
healthy lifestyle prefer using non-industrialized, sugar-free and
nutritious Juice from natural fruits and vegetables. High demand
for Biotic Juice will offer the business a market advantage and
boost profit margin. Biotic Juice has nutritional benefits,

5. including reducing risks of cancer infection, removing toxins
from the body and helping in weight loss. Biotic Juice is sugar-
and calorie-free; hence, it prevents diabetes and Parkinson's
infections (Tuttle et al., 2014). Coca-Cola and Pepsi companies
have been dominant in Industrialized beverage production.
However, the trend of taking carbonated and processed drinks
has shifted to natural beverage consumption in recent years.
Many people are focusing on natural and nutritional natural
juice drinks that will give a marketing advantage by boosting
product demand. The best international ingredients will refresh
the customers and boost their health with natural nutrients.
Financial Flan and Description of Biotic Juice Business
By the end of the first week of operation at Central Park, we
project to sell about 75 bottles of Biotic Juice in the morning
and about 58 bottles in the midday. In about twelve months, we
expect 1,500 bottles to be sold at breakfast and 1,700 bottles
during the noon hours. We expect to sell about 58% of our
customer's sandwiches and doughnuts for breakfast and about
40% to take cookies at noontime.
The business will cost a budget of %250,000 to start and
operate in New York City. The startup expenditure will be bulk
on acquiring a facility and purchasing fruit juice extracting and
blending equipment. The key areas where we will spend the
startup capital include:
· The registration of the juice business fee in the US- is $800
· Legal expenses for acquiring the license and operation permit
along with accounting services (software machinery) –$1,400
· Marketing and promotion expenses for the grand opening,
among other campaigns-
· Hiring a business consultant- $1,200
· Insurance (general liability, employee compensation, and
property causation attention) coverage for a total premium- of
$2,600
· Rent payment for 12 months for $ 1.75 per square foot-
$85,600
· Startup expenses (stationary, phone and utilities)-$ 800

6. · The fruit juice extracting equipment- $55,000
· Startup inventories (blending foodstuff and packaging
bottles)- $10,000
· Store equipment (cash books, ventilation and signage)- $3,600
· Counter area equipment (ice machine, sinks)- $6,000
· Miscellaneous costs-$3,000
Analysis of marketing strategy
The SWOT analysis is an efficient tool for analyzing the
product market to understand the strategic setup to introduce the
product. The analysis focuses on understanding the threats and
opportunities where the business will thrive.
1.
Strength of Biotic Juice Business
·
the large variant of Juice which comes with different
blends. Different snacks accompany the blends of Juice at
specific times for healthy purposes and the best refreshment.
·
Natural fruit: Biotic Juice is a nutritious juice for a
healthy lifestyle with no additives. It is extracted from natural
fruits and vegetables from international producers.
·
Biological-friendly packaging:customers enjoy taking
away Biotic Juice in well-sealed bottles that can be disposed of
or reused after usage.
2.
Weaknesses of Biotic Juice
·
High price, unlike other aerated drinks such as Pepsi
and Coca-Cola, biotic Juice is expensive and may only be
preferred by some customers. Additionally, Biotic Juice has no
good value for money to some customers.

7. ·
An acquired taste for natural Biotic Juice has a
medicinal aftertaste and low fresh juice taste for customers who
are used to aerated drinks.
3.
Opportunities for Biotic juice Business
·
They were increasing health awarenesswhich is a good
pace for enticing customers to purchase natural Juice extracted
from natural fruits and vegetables.
·
The large market potential for packaging, which
increases by 18% yearly, is an advantage to the biotic juice
business.
·
Use of social networking: the global market in social
media in New York has increased in recent years. Besides TVs,
radio stations and newspapers, Facebook, Twitter and Instagram
give access to a large customer population for engagement and
feedback.
4.
Threats of Biotic Juice Business
·
The rapidly growing natural juice industry will
challenge the business as it exposes it to stiff competition in
New York (Bruce, 2018).
·
Changeable customer taste: the consumer lifestyle in
the US changes more frequently and may cause low demand.
The possible economic decline can cause customers to change

8. how they spend and purchase and change their behaviour and
threaten the biotic juice business.
Market Blend for Biotic Juice
Many customers are always curious to understand the
component that makes up their product. Therefore, they can
purchase them and ensure their safety in use to meet the
intended purpose (Maurice & Davey, 2016). The Biotic Juice
business will provide meaningful information to prospective
buyers. The product's price will feature people in the middle
and high class who have higher disposable finances and
consider healthy living as crucial. These groups have a high
demand for natural Juice and will impact demand significantly.
The promotion strategy focuses on increasing product awareness
and differentiating natural Biotic Juice from other Juice
enterprises.
Conclusion
In the current world of health, many people struggle to
undertake natural foodstuffs that have enough nutrition.
Besides, they avoid inorganic constituents that cause cancer and
diabetes and impede Parkinson's infections. Biotic Juice is
natural Juice extracted from various kinds of blended fruits and
vegetables. The marketing plan for the product is based in New
York City at Central Park due to the high population available
for a large market. The location has several institutions,
including schools and health facilities, that bring more than 9
million people close to the business.
We will use the SCOREs sheet to price our product depending
on the time and the order beside the Biotic Juice. Our
advertisement will be based on a local station and high-quality
magazines. We shall also offer free taste campaigns to our
customers and promote the business aim, mission, and vision.
We will also create social awareness of the need to use natural
biotic Juice to boost immunity and refreshment. $250,000 will
be spent more on acquiring an operational store and purchasing
the Juice extracting equipment. License, insurance, storage

9. equipment and hiring a consultant, among other expenses, will
be accounted for from the startup capital. From the SWOT
analysis, the business will enjoy opportunities such as a
potentially large packaging and social networking market.
However, the possible threats are competition, from a rapidly
growing market and changeable customer taste.
References
Bruce, C. (2018)
Campus location,
Coventry University. Available at:
https://www.coventry.ac.uk/international-students-
hub/partnerships-and-places-to-study/coventry-university-
degree-egypt/campus-location/.
Essien, Y., Young, S. and B.Baroutian, P. (2021)
report reveal environmental hazards due to release of
carbon monoxide from processing of Juice,
U.S. Consumer Product Safety Commission. Available
at: https://www.cpsc.gov/Newsroom/News-
Releases/2022/CPSC-Releases-New-Report-on-Carbon-
Monoxide-CO-Fatalities-Urges-Generator-Safety-in-New-PSA
Holland, W. (2021)
Threats to juice production: What are they and the
solutions?,
PlantwisePlus Blog. Available at:
https://blog.plantwise.org/2021/12/03/threats-to-juice-
production-what-are-they-and-the-solutions/
Jon Yaneff, C. N. P. (2015, February 2).
Harmful effects of GMOs: Show gmos cause disease
and alter human DNA. Doctors Health Press - Daily Free Health
Articles and Natural Health Advice. Retrieved December 17,
2022, from https://www.doctorshealthpress.com/harmful-
effects-of-gmos/

10. Maurice, J. and Davey, S. (2016)
Intended purpose under MDR - what does your medical
device do?,
Decomplix. Available at:
https://decomplix.com/intended-purpose-medical-device/ (
Pandit, K.P. and Suman (2022)
Main components of business environment [ full guide
],
BusinessMan Talk. Available at:
https://businessmantalk.com/components-of-business-
environment/
Statista (2021)
Our ranking of the top 30 juices of 2021,
Juice reviev Review. Available at:
https://www.juicereview.com/top-30-juices-2021/
Szczęśniak,, B. and Wolniak, B. (2016)
Product and service description worksheet,
SCORE. Available at:
https://www.score.org/resource/product-and-service-
description-worksheet
Tuttle, D., Higgins, P. and Higgins, C. (2014)
juice and health: What does the research say? - mayo
clinic. Available at: https://www.mayoclinic.org/healthy-
lifestyle/nutrition-and-healthy-eating/expert-answers/juice-and-
health/faq-20058339
Task
The task consists of writing a 2000- 2500 critical essay (it
should consist of your own analysis and interpretation of the

11. text) about a case study company. We expect you to have
critical thinking skills and depth of thought to fully develop
your case study report. This
individual assignment requires you the deliverables
stated below:
· You must critically assess the relevant issues that you can
recognize in regard to the company’s digital strategies.
· You are required to perform all tasks that have been covered
in the class. As such,
o
For part 2 of your assignment, you must present the
digital platform business model for the sampled company and
explain the advantages and disadvantages of the model, you
must present your alternative suggestion for the digital platform
business model and discuss your reasons. According to what we
discussed in class, the eCRM of the sampled company must be
presented in the report. Also, you must discuss how the sampled
company’s communication strategies via social networks (you
must present golden rules and red flags). Then based on your
analysis submit alternative digital business strategies for the
sampled company.
· Contextual information about the sampled company must be
presented.
· The report must have a table of contents
· You should submit your report in pdf format
Formalities:
· 2000- 2500 words
· Cover, Table of Contents, References, and Appendix are
excluded from the total word count.
· Font: Arial 12,5 pts.
· Text alignment: Justified.
· The in-text References and the Bibliography have to be in
Harvard’s citation style.

12. It assesses the following learning outcomes:
· Outcome 1: Learn how to create a digital business model and
strategies.
· Outcome 2: Understand how can use and adapt technology to
run and improve the digital business.
· Outcome 3: Analyze and evaluate different approaches to the
development of digital platform.
Rubrics:
Learning Descriptors
Fail Below 60%
Marginal Fail 60-69%
Fair 70-79 %
Good 80-89%
Exceptional 90-100%
Purpose &
Understanding
KNOWLEDGE &
UNDERSTANDING
Set % here
Very poor coverage of central purpose, goals, research
questions, or arguments with little relevant information evident.
Virtually no evidence of understanding or focus.

13. Minimal understanding of the purpose of the study; factual
errors evident. Gaps in knowledge and superficial
understanding. A few lines of relevant material.
Reasonable understanding and clearly identifying the purpose,
goals, research questions, or argument.
Reflect partial achievement of learning outcomes.
A sound grasp of, and clearly identifies, the purpose, goals,
research questions, or argument. Some wider studies beyond the
classroom content are shown.
Effectively describes and explains the central purpose,
arguments, research questions, or goals of the project;
explanation is focused, detailed and compelling. Recognition of
alternative forms of evidence beyond that supplied in the
classroom.
Content
KNOWLEDGE &
UNDERSTANDING
Set % here
Content is unclear, inaccurate, and/or incomplete. Brief and
irrelevant. Descriptive. Only personal views are offered.
Unsubstantiated and does not support the purpose, argument, or
goals of the project. Reader gains no insight through the content
of the project.
Limited content that does not really support the purpose of the
report. Very poor coverage.
Displays only rudimentary knowledge of the content area.
Reader gains few if any insights

14. Presents some information that adequately supports the central
purpose, arguments, goals, or research questions of the project.
Although parts missing, it demonstrates a level of partially
proficient knowledge of the content area. Reader gains some
insights.
Presents clear and appropriate information that adequately
supports the central purpose, arguments, goals or research
questions of the project. Demonstrates satisfactory knowledge
of the content area. Reader gains proficient insights.
Presents balanced, significant, and valid information that
clearly and convincingly supports the central purpose,
arguments, research questions or goals of the project.
Demonstrates indepth and specialised knowledge of the content
area. The reader gains important insights
Organization
COMMUNICATION
Set % here
Information/content is not logically organized or presented.
Topics/paragraphs are frequently disjointed and fail to make
sense together. Reader cannot identify a line of reasoning and
loses interest.
Information/content is not, at times, logically organized or
presented. Topics/paragraphs are frequently disjointed which
makes the content hard to follow. The reader finds it hard to
understand the flow of the report.
Information/content is presented in a reasonable sequence.
Topic/paragraph transition is unclear in places with linkages for
the most part. Reader can generally understand and follow the

15. line of reasoning, although work needed to be proficiently
organized.
Information/content is presented in a clear and understandable
sequence. Topic/paragraph transition is good with clear linkages
between sections and arguments. Reader can understand and
follow the line of reasoning.
Information/content is presented in a logical, interesting and
effective sequence. Topics and arguments flow smoothly and
coherently from one to another and are clearly linked.
Reader can easily follow the line of reasoning and enjoyed
reading the report.
Style & Tone
COMMUNICATION
Set % here
Writing is poor, unclear and unengaging, and the reader finds it
difficult to read and maintain interest. Tone is not professional
or suitable for an academic research
Writing is unengaging and reader finds it difficult to maintain
interest. Tone is not consistently professional or suitable for an
academic research project. Work
Writing is usually engaging and keeps the reader’s attention.
Tone is generally appropriate for an academic research project,
although a clearer and more
Writing style and tone is generally good and sustains interest
throughout. Tone is professional and appropriate for an
academic research project.
Writing is compelling and sustains interest throughout. Tone is
consistently professional and appropriate for an academic
research project.

16. project. A reorganization and rewrite is needed.
needed on academic writing style.
professional style and tone is needed.
Use of References
COMMUNICATION
Set % here
Little or no evidence of reference sources in the report. Content
not supported and based on unsubstantiated views.
Most references are from sources that are not peer- reviewed or
professional, and have uncertain reliability. Few if any
appropriate citations are provided. Reader doubts the validity of
much of the material.
Professionally legitimate references are generally used. Fair
citations are presented in most cases. Some of the
information/content/evidence comes from sources that are
reliable, but more academic sources needed to be convincing.
Professionally and academically legitimate references are used.
Clear and accurate citations are presented in most cases. The
majority of the information/content/evidenc e comes from
sources that are reliable.
Presents compelling evidence from professionally and
academically legitimate sources. Attribution is clear and
accurate. References are 75% from primarily peerreviewed

17. professional journals or other approved sources.
Formatting
COMMUNICATION
Set % here
Research project exhibits no formatting, or frequent and
significant errors in Harvard formatting.
There are too many errors in the Harvard formatting to be
acceptable as a partially proficient piece.
Harvard formatting is employed in the research project with
minor errors. A review and rework of format and style of
referencing in text and in the bibliography is needed.
Harvard formatting is used accurately and consistently
throughout the research project, although some issues are
apparent as the reader is unable to find sources.
Harvard formatting is used accurately and consistently
throughout the research project. Accurate hyperlinks are
included where required, making it easy for readers to review
sources.
Written Communication
Skills
COMMUNICATION
Set % here
The written project exhibits multiple errors in grammar,
sentence structure and/or spelling. Inadequate writing skills

18. (e.g., weaknesses in language facility and mechanics) hinder
readability and contribute to an ineffective research project.
The written project exhibits errors in grammar, punctuation and
spelling. The written project comes across as untidy and not
properly checked for mistakes. Errors present in written
communication make readability frustrating.
Written research project displays good word choice, language
conventions and mechanics with a few minor errors in spelling,
grammar, sentence structure and/or punctuation. Errors do not
represent a major distraction or obscure meaning.
Readability of the project is good due to the clarity of language
used. Grammar, spelling and punctuation is without error.
Spelling and grammar thoroughly checked.
Readability of the project is enhanced by facility in language
use/word choice. Excellent mechanics and syntactic variety.
Uses language conventions
effectively (e.g., spelling, punctuation, sentence structure,
paragraphing, grammar, etc.).
Oral Communication
Skills
COMMUNICATION
Set % here
Oral presentation cannot be understood because there is no
logical sequencing of research information. Presenter uses
superfluous graphics or no graphics; graphics do not support or
relate to the information presented. Presenter reads most or all
of the project notes with little or no eye contact. Presenter
mumbles,

19. Research information is presented in a sequence that at times is
difficult to follow. Graphics support and are related to the
content of the project, but presenter reads from slides and does
not talk around the topic. Presenter tries to maintains eye
contact with the audience but reads from notes too much.
Research information is presented in a sequence that the
audience can follow. Graphics support and are related to the
content of the project. Presenter maintains eye contact with the
audience with a few minor exceptions; presenter reads from
notes on a few occasions. Presenter uses good voice dynamics
and
Research information is presented in a sequence that the
audience can follow. Graphics support and are related to the
content of the project. Presenter maintains eye contact with the
audience with a few minor exceptions, seldom returning to
notes. Presenter uses good voice dynamics and clearly
enunciates terms.
Research information is presented in a logical, interesting and
effective sequence, which the audience can easily follow. Oral
presentation uses effective graphics to explain and reinforce the
information presented. Presenter maintains eye contact with
audience and does not read from notes.
incorrectly pronounces terms and/or speaks too quietly. Oral
presentation rambles, is unclear and cannot be followed by the
audience. Presenter is unprofessional, lacks confidence, is
uncomfortable and cannot answer basic questions.
Presenter uses good voice dynamics and clearly enunciates
terms, however they are uncomfortable for the most part and
finds it hard answering questions. Overall, the oral presentation
is delivered in a borderline manner and needs more practice and
preparation to reach required standards of delivery.

20. clearly enunciates terms. Presenter is comfortable for the most
part and adequately answers questions. Overall, the oral
presentation is delivered in a satisfactory manner and meets
expectations with respect to oral communication skills.
Presenter is comfortable and answers questions well. Overall,
the oral presentation is delivered in a good manner and meets
expectations with respect to oral communication skills.
Presenter speaks in a clear voice and uses correct, precise
pronunciation of terms. Oral presentation is thorough, clear,
compelling, informative and professionally delivered. Presenter
is professional, confident and comfortable, and answers
questions effectively.
Analytical / Critical
Thinking Skills
CRITICAL THINKING
Set % here
Research problem, concept or idea is not clearly articulated, or
its component elements are not identified or described.
Research information is poorly organized, categorized and/or
not examined; research information is often inaccurate or
incomplete. Presents little if any analysis or interpretation;
inaccurately and/or inappropriately applies research methods,
techniques, models, frameworks and/or theories to the analysis.
Presents few solutions or conclusions; solutions or conclusions
are often not well supported, are inaccurate and/or inconsistent,
and are presented in a vague or rudimentary manner.

21. Research problem, concept or idea is not clearly articulated at
times and confusing. Research information is badly organized,
categorized, and/or only superficially examined; research
information is often incomplete. Presents limited analysis or
interpretation; inaccurately and/or inappropriately applies
research methods, techniques, models, frameworks and/or
theories to the analysis. Presents some solutions or conclusions
but they are often not well supported, or logical.
Adequately identifies and describes (or sketches out) the
research problem, concept or idea and its components. Gathers
and examines information relating to the research problem,
concept or idea; presents and appraises research information
with some minor inconsistencies, irrelevancies or omissions.
Generally applies appropriate research methods, techniques,
models, frameworks and/or theories although with inaccuracies.
Outlines solutions or conclusions that are somewhat logical and
consistent with the analysis and evidence; identifies and/or lists
solutions or conclusions although not always clearly.
Formulates a clear description of the research problem, concept
or idea, and specifies major elements to be examined. Selects
information appropriate to addressing the research problem,
concept or idea; accurately and appropriately analyses and
interprets relevant research information. Effectively applies
appropriate research methods, techniques, models, frameworks
and/or theories in developing and justifying multiple solutions
or conclusions; solutions or conclusions are coherent, well
supported and complete.
Effectively formulates a clear description of the research
problem, concept or idea, and specifies major elements to be
examined. Selects and prioritizes information appropriate to
addressing the research problem, concept, or idea; accurately
and appropriately analyzes and interprets relevant research
information. Precisely and effectively applies appropriate

22. research methods, employs advanced skills to conduct research.
Uses techniques, models, frameworks and/or theories in
developing and justifying multiple solutions or conclusions;
solutions or conclusions are insightful, coherent, well
supported, logically consistent and complete. Displays a
mastery of complex and specialized areas.
Integration Skills
APPLICATION &
EVALUATION
Set % here
Shows little ability to employ theory and practice across the
functional areas of business in the assessment of issues relating
to the research problem, concept, or idea. Does not recognize or
correctly identify crossfunctional organizational issues relevant
to the research problem, concept or idea. Does not adequately
evaluate the research problem, concept or idea in light of
relevant principles, theories and practices across the business
functional areas. Few if any solutions, recommendations for
action, or conclusions are presented, and/or they are not
appropriately justified or supported.
Shows some ability to employ theory and practice across the
functional areas of business in the assessment of issues relating
to the research problem, concept or idea. Recognizes
organizational issues relevant to the research problem, concept

23. or idea but does not show understanding. Does not adequately
evaluate the research problem, concept or idea in light of
relevant principles, theories and practices across the business
functional areas. Some solutions offered but difficult to
understand.
Recommendations for action, or conclusions are presented, but
they are often not well supported, or logical.
Exhibits application of principles, theories and practices across
the functional areas of business to the analysis of the research
problem, concept or idea. With some exceptions, outlines and
describes (or sketches out) some cross- functional
organizational issues that are relevant to the research problem,
concept or idea. Adequately identifies and describes (or
summarizes) solutions, recommendations for action, or
conclusions that are, for the most part, appropriate, but which
need to be more aligned with principles and concepts in the
functional areas of business.
Demonstrates an ability to integrate and apply principles,
theories and practices across the functional areas of business to
the analysis of the research problem, concept or idea.
Identifies, examines and critically evaluates important cross-
functional organizational issues associated with the research
problem, concept or idea. Clearly justifies solutions,
recommendations for action, or conclusions based on analytics
and an insightful synthesis of crossdisciplinary principles and
concepts in the functional areas of business.
Demonstrates welldeveloped ability to integrate and apply
principles, theories and practices across the functional areas of
business to the analysis of the research problem, concept
or idea. Effectively identifies, examines and critically evaluates

24. important crossfunctional organizational issues associated with
the research problem, concept, or idea. Clearly and effectively
justifies solutions, recommendations for action, or conclusions
based on strong analytics and an insightful synthesis of
crossdisciplinary principles and concepts in the functional areas
of business. Can link thinking across disciplines and contexts.
Task
The task consists of writing a 2000- 2500 critical essay (it
should consist of your own analysis and interpretation of the
text) about a case study company. You have the liberty to
choose any company you like for the case study but you need
your lecturer’s confirmation. We expect you to have critical
thinking skills and depth of thought to fully develop your case
study report. This
individual assignment requires you the deliverables
stated below:
· You must critically assess the relevant issues that you can
recognize in regard to the company’s digital strategies.
· You are required to perform all tasks that have been covered
in the class. As such,
o
For part 1 of your assignment, you have to critically
analyze the sampled company’s digital business (model and
category), digital marketing, e-commerce, and the online sector.
At the end of your report, you must present alternative
strategies for the sampled company (including a digital business
model, digital marketing, and e-commerce).
· Contextual information about the sampled company must be
presented.

25. · The report must have a table of contents
· You should submit your report in pdf format
Formalities:
· 2000- 2500 words
· Cover, Table of Contents, References, and Appendix are
excluded from the total word count.
· Font: Arial 12,5 pts.
· Text alignment: Justified.
· The in-text References and the Bibliography have to be in
Harvard’s citation style.
It assesses the following learning outcomes:
· Outcome 1: Learn how to create a digital business model and
strategies.
· Outcome 2: Understand how can use and adapt technology to
run and improve the digital business.
· Outcome 3: Analyze and evaluate different approaches to the
development of digital platform.
Rubrics:
Learning Descriptors
Fail Below 60%
Marginal Fail 60-69%
Fair 70-79 %
Good 80-89%
Exceptional 90-100%

26. Purpose &
Understanding
KNOWLEDGE &
UNDERSTANDING
Set % here
Very poor coverage of central purpose, goals, research
questions, or arguments with little relevant information evident.
Virtually no evidence of understanding or focus.
Minimal understanding of the purpose of the study; factual
errors evident. Gaps in knowledge and superficial
understanding. A few lines of relevant material.
Reasonable understanding and clearly identifying the purpose,
goals, research questions, or argument.
Reflect partial achievement of learning outcomes.
A sound grasp of, and clearly identifies, the purpose, goals,
research questions, or argument. Some wider studies beyond the
classroom content are shown.
Effectively describes and explains the central purpose,
arguments, research questions, or goals of the project;
explanation is focused, detailed and compelling. Recognition of
alternative forms of evidence beyond that supplied in the
classroom.
Content
KNOWLEDGE &
UNDERSTANDING
Set % here

27. Content is unclear, inaccurate, and/or incomplete. Brief and
irrelevant. Descriptive. Only personal views are offered.
Unsubstantiated and does not support the purpose, argument, or
goals of the project. Reader gains no insight through the content
of the project.
Limited content that does not really support the purpose of the
report. Very poor coverage.
Displays only rudimentary knowledge of the content area.
Reader gains few if any insights
Presents some information that adequately supports the central
purpose, arguments, goals, or research questions of the project.
Although parts missing, it demonstrates a level of partially
proficient knowledge of the content area. Reader gains some
insights.
Presents clear and appropriate information that adequately
supports the central purpose, arguments, goals or research
questions of the project. Demonstrates satisfactory knowledge
of the content area. Reader gains proficient insights.
Presents balanced, significant, and valid information that
clearly and convincingly supports the central purpose,
arguments, research questions or goals of the project.
Demonstrates indepth and specialised knowledge of the content
area. The reader gains important insights
Organization
COMMUNICATION
Set % here
Information/content is not logically organized or presented.
Topics/paragraphs are frequently disjointed and fail to make

28. sense together. Reader cannot identify a line of reasoning and
loses interest.
Information/content is not, at times, logically organized or
presented. Topics/paragraphs are frequently disjointed which
makes the content hard to follow. The reader finds it hard to
understand the flow of the report.
Information/content is presented in a reasonable sequence.
Topic/paragraph transition is unclear in places with linkages for
the most part. Reader can generally understand and follow the
line of reasoning, although work needed to be proficiently
organized.
Information/content is presented in a clear and understandable
sequence. Topic/paragraph transition is good with clear linkages
between sections and arguments. Reader can understand and
follow the line of reasoning.
Information/content is presented in a logical, interesting and
effective sequence. Topics and arguments flow smoothly and
coherently from one to another and are clearly linked.
Reader can easily follow the line of reasoning and enjoyed
reading the report.
Style & Tone
COMMUNICATION
Set % here
Writing is poor, unclear and unengaging, and the reader finds it
difficult to read and maintain interest. Tone is not professional
or suitable for an academic research
Writing is unengaging and reader finds it difficult to maintain
interest. Tone is not consistently professional or suitable for an

29. academic research project. Work
Writing is usually engaging and keeps the reader’s attention.
Tone is generally appropriate for an academic research project,
although a clearer and more
Writing style and tone is generally good and sustains interest
throughout. Tone is professional and appropriate for an
academic research project.
Writing is compelling and sustains interest throughout. Tone is
consistently professional and appropriate for an academic
research project.
project. A reorganization and rewrite is needed.
needed on academic writing style.
professional style and tone is needed.
Use of References
COMMUNICATION
Set % here
Little or no evidence of reference sources in the report. Content
not supported and based on unsubstantiated views.
Most references are from sources that are not peer- reviewed or
professional, and have uncertain reliability. Few if any
appropriate citations are provided. Reader doubts the validity of
much of the material.
Professionally legitimate references are generally used. Fair
citations are presented in most cases. Some of the

30. information/content/evidence comes from sources that are
reliable, but more academic sources needed to be convincing.
Professionally and academically legitimate references are used.
Clear and accurate citations are presented in most cases. The
majority of the information/content/evidenc e comes from
sources that are reliable.
Presents compelling evidence from professionally and
academically legitimate sources. Attribution is clear and
accurate. References are 75% from primarily peerreviewed
professional journals or other approved sources.
Formatting
COMMUNICATION
Set % here
Research project exhibits no formatting, or frequent and
significant errors in Harvard formatting.
There are too many errors in the Harvard formatting to be
acceptable as a partially proficient piece.
Harvard formatting is employed in the research project with
minor errors. A review and rework of format and style of
referencing in text and in the bibliography is needed.
Harvard formatting is used accurately and consistently
throughout the research project, although some issues are
apparent as the reader is unable to find sources.
Harvard formatting is used accurately and consistently
throughout the research project. Accurate hyperlinks are
included where required, making it easy for readers to review

31. sources.
Written Communication
Skills
COMMUNICATION
Set % here
The written project exhibits multiple errors in grammar,
sentence structure and/or spelling. Inadequate writing skills
(e.g., weaknesses in language facility and mechanics) hinder
readability and contribute to an ineffective research project.
The written project exhibits errors in grammar, punctuation and
spelling. The written project comes across as untidy and not
properly checked for mistakes. Errors present in written
communication make readability frustrating.
Written research project displays good word choice, language
conventions and mechanics with a few minor errors in spelling,
grammar, sentence structure and/or punctuation. Errors do not
represent a major distraction or obscure meaning.
Readability of the project is good due to the clarity of language
used. Grammar, spelling and punctuation is without error.
Spelling and grammar thoroughly checked.
Readability of the project is enhanced by facility in language
use/word choice. Excellent mechanics and syntactic variety.
Uses language conventions
effectively (e.g., spelling, punctuation, sentence structure,
paragraphing, grammar, etc.).
Oral Communication

32. Skills
COMMUNICATION
Set % here
Oral presentation cannot be understood because there is no
logical sequencing of research information. Presenter uses
superfluous graphics or no graphics; graphics do not support or
relate to the information presented. Presenter reads most or all
of the project notes with little or no eye contact. Presenter
mumbles,
Research information is presented in a sequence that at times is
difficult to follow. Graphics support and are related to the
content of the project, but presenter reads from slides and does
not talk around the topic. Presenter tries to maintains eye
contact with the audience but reads from notes too much.
Research information is presented in a sequence that the
audience can follow. Graphics support and are related to the
content of the project. Presenter maintains eye contact with the
audience with a few minor exceptions; presenter reads from
notes on a few occasions. Presenter uses good voice dynamics
and
Research information is presented in a sequence that the
audience can follow. Graphics support and are related to the
content of the project. Presenter maintains eye contact with the
audience with a few minor exceptions, seldom returning to
notes. Presenter uses good voice dynamics and clearly
enunciates terms.
Research information is presented in a logical, interesting and
effective sequence, which the audience can easily follow. Oral
presentation uses effective graphics to explain and reinforce the
information presented. Presenter maintains eye contact with
audience and does not read from notes.
incorrectly pronounces terms and/or speaks too quietly. Oral

33. presentation rambles, is unclear and cannot be followed by the
audience. Presenter is unprofessional, lacks confidence, is
uncomfortable and cannot answer basic questions.
Presenter uses good voice dynamics and clearly enunciates
terms, however they are uncomfortable for the most part and
finds it hard answering questions. Overall, the oral presentation
is delivered in a borderline manner and needs more practice and
preparation to reach required standards of delivery.
clearly enunciates terms. Presenter is comfortable for the most
part and adequately answers questions. Overall, the oral
presentation is delivered in a satisfactory manner and meets
expectations with respect to oral communication skills.
Presenter is comfortable and answers questions well. Overall,
the oral presentation is delivered in a good manner and meets
expectations with respect to oral communication skills.
Presenter speaks in a clear voice and uses correct, precise
pronunciation of terms. Oral presentation is thorough, clear,
compelling, informative and professionally delivered. Presenter
is professional, confident and comfortable, and answers
questions effectively.
Analytical / Critical
Thinking Skills
CRITICAL THINKING
Set % here

34. Research problem, concept or idea is not clearly articulated, or
its component elements are not identified or described.
Research information is poorly organized, categorized and/or
not examined; research information is often inaccurate or
incomplete. Presents little if any analysis or interpretation;
inaccurately and/or inappropriately applies research methods,
techniques, models, frameworks and/or theories to the analysis.
Presents few solutions or conclusions; solutions or conclusions
are often not well supported, are inaccurate and/or inconsistent,
and are presented in a vague or rudimentary manner.
Research problem, concept or idea is not clearly articulated at
times and confusing. Research information is badly organized,
categorized, and/or only superficially examined; research
information is often incomplete. Presents limited analysis or
interpretation; inaccurately and/or inappropriately applies
research methods, techniques, models, frameworks and/or
theories to the analysis. Presents some solutions or conclusions
but they are often not well supported, or logical.
Adequately identifies and describes (or sketches out) the
research problem, concept or idea and its components. Gathers
and examines information relating to the research problem,
concept or idea; presents and appraises research information
with some minor inconsistencies, irrelevancies or omissions.
Generally applies appropriate research methods, techniques,
models, frameworks and/or theories although with inaccuracies.
Outlines solutions or conclusions that are somewhat logical and
consistent with the analysis and evidence; identifies and/or lists
solutions or conclusions although not always clearly.
Formulates a clear description of the research problem, concept
or idea, and specifies major elements to be examined. Selects
information appropriate to addressing the research problem,
concept or idea; accurately and appropriately analyses and
interprets relevant research information. Effectively applies

35. appropriate research methods, techniques, models, frameworks
and/or theories in developing and justifying multiple solutions
or conclusions; solutions or conclusions are coherent, well
supported and complete.
Effectively formulates a clear description of the research
problem, concept or idea, and specifies major elements to be
examined. Selects and prioritizes information appropriate to
addressing the research problem, concept, or idea; accurately
and appropriately analyzes and interprets relevant research
information. Precisely and effectively applies appropriate
research methods, employs advanced skills to conduct research.
Uses techniques, models, frameworks and/or theories in
developing and justifying multiple solutions or conclusions;
solutions or conclusions are insightful, coherent, well
supported, logically consistent and complete. Displays a
mastery of complex and specialized areas.
Integration Skills
APPLICATION &
EVALUATION
Set % here
Shows little ability to employ theory and practice across the
functional areas of business in the assessment of issues relating
to the research problem, concept, or idea. Does not recognize or
correctly identify crossfunctional organizational issues relevant
to the research problem, concept or idea. Does not adequately

36. evaluate the research problem, concept or idea in light of
relevant principles, theories and practices across the business
functional areas. Few if any solutions, recommendations for
action, or conclusions are presented, and/or they are not
appropriately justified or supported.
Shows some ability to employ theory and practice across the
functional areas of business in the assessment of issues relating
to the research problem, concept or idea. Recognizes
organizational issues relevant to the research problem, concept
or idea but does not show understanding. Does not adequately
evaluate the research problem, concept or idea in light of
relevant principles, theories and practices across the business
functional areas. Some solutions offered but difficult to
understand.
Recommendations for action, or conclusions are presented, but
they are often not well supported, or logical.
Exhibits application of principles, theories and practices across
the functional areas of business to the analysis of the research
problem, concept or idea. With some exceptions, outlines and
describes (or sketches out) some cross- functional
organizational issues that are relevant to the research problem,
concept or idea. Adequately identifies and describes (or
summarizes) solutions, recommendations for action, or
conclusions that are, for the most part, appropriate, but which
need to be more aligned with principles and concepts in the
functional areas of business.
Demonstrates an ability to integrate and apply principles,
theories and practices across the functional areas of business to
the analysis of the research problem, concept or idea.
Identifies, examines and critically evaluates important cross-

37. functional organizational issues associated with the research
problem, concept or idea. Clearly justifies solutions,
recommendations for action, or conclusions based on analytics
and an insightful synthesis of crossdisciplinary principles and
concepts in the functional areas of business.
Demonstrates welldeveloped ability to integrate and apply
principles, theories and practices across the functional areas of
business to the analysis of the research problem, concept
or idea. Effectively identifies, examines and critically evaluates
important crossfunctional organizational issues associated with
the research problem, concept, or idea. Clearly and effectively
justifies solutions, recommendations for action, or conclusions
based on strong analytics and an insightful synthesis of
crossdisciplinary principles and concepts in the functional areas
of business. Can link thinking across disciplines and contexts.