(Solved by Humans)-General Requirements for Students: 1. A proportion of assessment marks is allocated to presentation.

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General Requirements for Students: 1. A proportion of assessment marks is allocated to presentation. All assignment scripts must be word-processed. 2. All relevant provisions of the Assessment Regulations must be complied with. 3. Students are required to retain a copy of each assignment script submitted. Upload information: 1. The total file must be less than 8 MB. 2. It must be saved in MS Word/MS Excel (if appropriate) or PDF. 3. Maximum number of files under each module is three. It is preferable if you upload one file. Upload instructions and module assignment guidelines are available in Main Menu on the Moodle Homepage. Individual Assignment Percentage of total assessment marks allocated: 30 Marks Assignment Topic Many of the large and dominant supermarket groups in Ireland are currently experiencing significant competition from Lidl and Aldi. Their dominant market share has been progressively eroded over the years. The combined growth of Lidl and Aldi is forcing the major supermarkets to compete aggressively to retain their market share. You have been hired by one of the large supermarket groups as a marketing consultant to address this problem, and draw up an appropriate marketing plan and strategies needed to counteract this attack by the German discounters. (a) Discuss how this situation has evolved over the years and what can be done about it. (b) Consider the economic, social and psychological factors involved. 6 Marks (c) Draw up a comprehensive marketing plan with appropriate strategies to meet this challenge. 15 Marks 3 marks will be awarded for presentation. Learning outcomes: ? Students will demonstrate knowledge of the marketing environment in which supermarkets operate and how a marketing plan can be drawn up and used strategically to meet the challenge posed by the discounters. ? Students will be able to structure their assignment in line with the Institute’s guidelines in a clear, concise and comprehensible way. ? Students will demonstrate through their bibliography that they have undertaken wide and relevant research to support their findings and back up the content of their assignment. Please ensure that you have read the Module Assignment Guidelines and Learner Handbook before commencing this assignment