Entrepreneurship and Marketing

Entrepreneurship and Marketing
Part A
Entrepreneurship (25 marks)
Question 1: Whilst Nick Goodman was confident that his business idea for a cinema-grade mini camera could
ultimately lead to success, he did initially question his ability to bring 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 leading scholar in the fields of entrepreneurship and marketing, is cited in your
unit material numerous times. When speaking 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 nothing to do with
genes. It’s a discipline and like any discipline it can be learnt’.
What evidence exists 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 the unit
material. (15 marks)
Part B
Marketing and Strategic Planning (60 marks)
The role of planning within the firm has been discussed at length in this unit. We introduced aspects of
entrepreneurial planning and explored how marketing planning gives direction to both corporate planning and
marketing management.
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Question 1: How did GoPro gain a competitive advantage from their marketing 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)