LUBS5852M01: Why are customers hesitant to purchase Tresiba? discuss (a) a company that engaged in successful repositioning and explain the type of repositioning (i.e., image, market, product, or total) it pursed and why it was successful and (b) a company that engaged in unsuccessful repositioning, explain the type of repositioning it tried to pursue, why it was unsuccessful, and what should have been done differently to succeed.
The module is assessed by a 3000-word individual assignment. This word limit includes all content in
the main body of the assignment. However the list of references at the end and any appendices are
excluded from the word limit. Full guidance on the requirements will be provided during the module
Assignment Brief:
Please respond to both Tasks 1 and 2 below.
Task 1: Read the Wall Street Journal article titled, “The New Innovator’s Dilemma: When Customers
Won’t Pay for Better.” Using any model, concept or framework we learned in class, explain and discuss
why customers are hesitant to purchase Tresiba. Do not use material outside of what we learned in the
course to defend your answer.
Task 2: In today’s business organisations, managers encounter several problems associated with
repositioning in response to changes in market dynamics. Using an example of your choice, discuss
(a) a company that engaged in successful repositioning and explain the type of repositioning (i.e.,
image, market, product, or total) it pursed and why it was successful and (b) a company that engaged
in unsuccessful repositioning, explain the type of repositioning it tried to pursue, why it was
unsuccessful, and what should have been done differently to succeed.
In both cases support your arguments through the use of appropriate analytical models and
frameworks..
Formative Feedback
Formative feedback will take place as follows:
Comment and individual feedback will be offered on pre-prepared work presented during the
teaching sessions.
Group comment and feedback will be offered for group prepared and presented case study
sessions.
If necessary a follow up surgery style session will be arranged for students to raise specific
concerns or seek specific feedback.
LUBS5852M01
2 of 4
Pass mark is 50. PASS (50-59); MERIT (60-69); DISTINCTION (70+)
Assignments should be a maximum of 3,000 words in length.
All coursework assignments that contribute to the assessment of a module are subject to a word limit,
as specified in the online module handbook in the relevant module area of the MINERVA. The word
limit is an extremely important aspect of good academic practice, and must be adhered to.
Unless stated specifically otherwise in the relevant module handbook, the word count includes
EVERYTHING (i.e. all text in the main body of the assignment including summaries, subtitles, contents
pages, tables, supportive material whether in footnotes or in-text references) except the main title,
reference list and/or bibliography and any appendices. It is not acceptable to present matters of
substance, which should be included in the main body of the text, in the appendices (“appendix
abuse”). It is not acceptable to attempt to hide words in graphs and diagrams; only text which is strictly
necessary should be included in graphs and diagrams.
You are required to adhere to the word limit specified and state an accurate word count on the cover
page of your assignment brief. Your declared word count must be accurate, and should not mislead.
Making a fraudulent statement concerning the work submitted for assessment could be considered
academic malpractice and investigated as such. If the amount of work submitted is higher than that
specified by the word limit or that declared on your word count, this may be reflected in the mark
awarded and noted through individual feedback given to you.
Element Explanation % of mark
Task 1
Identification of appropriate
model or framework
Among the many concepts and analytical models we
covered in the course, which one(s) are appropriate
to explain the phenomenon under examination
25%
Reasoning behind the
arguments
Critically discuss the reasoning/rationale behind the
arguments made
25%
Task 2
Identification of different types
of successful repositioning
strategies
Ability to explain why a repositioning strategy was
successful
25%
Identification of different types
of unsuccessful repositioning
strategies
Ability to explain why a repositioning strategy was
unsuccessful and what should have been done
otherwise to be successful
25%
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