Entrepreneurship and Marketing

Part A Entrepreneurship (25 marks) Question 1: Whilst Nick Goodman was confident that his busin" rel="nofollow">iness idea for a cin" rel="nofollow">inema-grade min" rel="nofollow">ini camera could ultimately lead to success, he did in" rel="nofollow">initially question his ability to brin" rel="nofollow">ing his product to market ie. ‘He gave himself four years to make it work before he would drop his idea and enter the workforce’. Therefore, it is clear that there is a ‘dark side’ of entrepreneurship. Discuss three major traits that are associated with the dark side of entrepreneurship. Justify your response with reference to academic sources (e.g. academic journal articles, textbooks, etc.). (10 marks) Question 2: Peter Drucker, a leadin" rel="nofollow">ing scholar in" rel="nofollow">in the fields of entrepreneurship and marketin" rel="nofollow">ing, is cited in" rel="nofollow">in your unit material numerous times. When speakin" rel="nofollow">ing of entrepreneurship, Drucker once stated: ‘Most of what you hear about entrepreneurship is all wrong. It’s not magic; it’s not mysterious; and it has nothin" rel="nofollow">ing to do with genes. It’s a disciplin" rel="nofollow">ine and like any disciplin" rel="nofollow">ine it can be learnt’. What evidence exists in" rel="nofollow">in the GoPro case study that supports and/or refutes this statement? Ensure your argument(s) are developed through direct reference to concepts, tools and techniques evident in" rel="nofollow">in the unit material. (15 marks) Part B Marketin" rel="nofollow">ing and Strategic Plannin" rel="nofollow">ing (60 marks) The role of plannin" rel="nofollow">ing within" rel="nofollow">in the firm has been discussed at length in" rel="nofollow">in this unit. We in" rel="nofollow">introduced aspects of entrepreneurial plannin" rel="nofollow">ing and explored how marketin" rel="nofollow">ing plannin" rel="nofollow">ing gives direction to both corporate plannin" rel="nofollow">ing and marketin" rel="nofollow">ing management. Page 2 of 4 Question 1: How did GoPro gain" rel="nofollow">in a competitive advantage from their marketin" rel="nofollow">ing processes? Provide a theoretical analysis of the reasons for the achievement of this advantage. (30 marks) Question 2: The GoPro case study specifically identifies future threats to the company’s strategy. Provide a theoretical analysis of this threat scenario and give recommendations on how GoPro should respond to this. (30 marks)