This assessment requires students to consider the role and practice of the marketing concept in a company of their choice. The student must choose a new Public Limited Company (plc) to study. Each plc will have a web-site, plus a recent Annual Report, which teams can refer to as part of their research. Students must produce a report showing their business analysis of their newly-chosen plc, showing how their plc's management seek to gain sustainable competitive advantage by optimizing marketing and related operational activities in a socially responsible manner, and showing how their newly-chosen corporation creates value for its shareholders, staff, and customers. The student is required to 'apply' a wide range of appropriate models, theories, and concepts, from strategy, marketing communications, and operations management, which may include, but is not limited to: The Marketing Process Model (Dibb, Simpkin, et al) The five core tools of marketing communication The "4 V's Model" Porter's Value Chain analysis Integration of Corporate Social Responsibility (CSR) Plus any other models, theories, or concepts, the student considers to be appropriate Student must demonstrate how these models, theories, and concepts, plus any additional research and analysis, help the new pic to create sustainable long- term value for the plc's key stakeholders (shareholders, staff, customers). The group report needs to be professional, visual, engaging, and persuasive, and each group member must contribute equally to the research, analysis, and production of the report