Assessment Task 2: Marketing Report - Individual

assessment
Assessment task 2 Marketing Report - Individual assessment
Due date/
Assignment submission
Week 7 Word Count: 1800 words
Submit your assignment BOTH
- Electronically via Moodle, AD
- ard co!y in your tutorial class
" !MAI" #$BMI##IO# %I"" OT B! A&&!'T!D
%ord limit/page limit 1800 words# $ !ages %&#" 10'(, !lus re)erences %Students are
re*uired to use t+e
arvard ,e)erencing style( T(pe o) assignment -ndividual assessment
%eig*ting .0' o) t+e total marks )or t+is sub/ect
+rading ,riteria: 0ssignment s!eci)ic grading criteria in t+e Sub/ect 1earning 2uide
Intended "earning out,omes:
1
Resear,* and evaluate an e3isting business4 de5ne its internal and e3ternal environments and
identi)y a strategy to best align t+e business6s internal ca!abilities wit+ its e3ternal o!!ortunities7
8 Resear,*, de)ine and argue a business case to /usti)y a new !roduct7
9 &ommuni,ate e))ectively t+roug+ structured written argument in a !ro)essional re!ort )ormat7
$ #ear,* )or, lo,ate and evaluate disci!line s!eci5c in)ormation
'urpose and
aims:
:+is assessment is designed to a!!ly t+e knowledge and skills develo!ed by t+e students to evaluating
t+e e3ternal and internal environment in w+ic+ new !roduct is to be realised and de)ining strategies
a!!ro!riate to its realisation7 :+e business conce!t relates to a new !roduct relevant to t+e com!any
w+ic+ )orms t+e overarc+ing )ocus o) t+e learning activities o) t+is section o) t+e sub/ect7 -n t+is
assignment, t+e student is e3!ected to analyse t+e e3ternal and internal environments %SW;:(,
identi)y a relevant strategy %S"0, W"; etc7(, identi)y and describe a target market, and develop a
suitable new product for the company to introduce for this target market.
Des,ription o)
assessment:
Eac+ student will be e3!ected to c+oose a com!any )rom t+e list o) com!anies !rovided %see table
below(7 Eac+ student is t+en re*uired to conduct a SW;: analysis, identi)ying t+e internal strengt+s
and weaknesses and e3ternal o!!ortunities and t+reats o) t+e com!any7 :+e goal o) a SW;: analysis is
to identi)y t+e critical )actors t+at may a<ect your !ro!osed business conce!t %or new !roduct( and
t+en build on your strengt+s to reduce your weaknesses, e3!loit o!!ortunities and avoid !otential
t+reats7 Students are also e3!ected -denti)y and describe using segmenting variables, one target
market being served by your com!any7
Students are re*uired to use = ty!es o) resources in t+e
marketing !lan:
17 -ndustry re!orts
87 Com!any re!orts
=7 >rescribed te3tbook
Re)eren,e
"ist:
Students are re*uired to use t+e 1:? re)erencing style and to list resources in al!+abetical order
using t+e 1:? arvard
,e)erencing Style7 More in)ormation at:
+ tt ! :## w w w 7li b 7l a tr ob e 7e du 7au #r e ) e re n ci n g "too l# +a rv a rd
"I#T O-
&OM'AI!#
&ompan(
ame
&ollins -oods +roup .@AC and
SiBBler(
&ompetitive -oods Australia %+as @AC in W0 and C:, ungry Dacks"
nationwide(
Domino/s 'i00a
!nterprises
M,Donald/s Australia
Holdings
1ui,k #ervi,e Restaurants %,ed ,ooster, C+icken :reat, ;!orto(
Retail -ood +roup Crust >iBBa, Eonut @ing, Frumby6s, Mic+el6s >atisserie etc
Retail 2oo Salsa6s and Foost
Duice
#ub3a( #(stems
Australia
4um5 Restaurants Australia .@AC and >iBBa ut(
Detailed Report Template
0ctivity Eetai
l
>age G
17 E3ecutive Summary
87 -ntroduction and
background to
t+e com!any
al) a !age e3ecutive summary
-ntroduction to t+e task, de)inition, !ur!ose and value o) a
SW;:
analysis )or organiBations7
-ntroduction to t+e com!any being analysed H including
e7g7 ,E1EI0C:
1
=7 SW;: table ;n one !age, !resent t+e SW;: analysis in a table )ormat,
making sure
to rank t+e elements in eac+ o) t+e SW;: dimensions7
8
.7 Aindings
a7 E3!lanation o) t+e
SW;: table
Students are re*uired to !rovide an overview o) t+eir
)indings and
describe t+eir a!!roac+ and c+oice o) ranking7
=
97
,ecommendatio
ns a7 :arget
market b7 Cew
!roduct
descri!tion
c7 Customer
value
!ro!osition
d7 Dusti)ication o) t+e
c+oice o) new
!roduct using at
least one strategy
-denti)y and describe using segmenting variables, one
target market being served by your com!any7
Eescribe your new !roduct designed )or your identi)ied
target market7 -nclude t+e relevant marketing mi3
variables7
E3!lain t+e customer value !rovided by your new
!roduct7 E3!lain +ow t+eir new !roduct J)its6 wit+
t+e SW;: analysis by
describing at least one strategy !ro)ile being addressed
."$
$7 ,e)erences list and
0!!endices
Students are re*uired to use t+e 1:? arvard ,e)erencing
style
7
onward
s
0>>,;0C-C2 :E -CE-I-E?01 ,E>;,:
Marketing 'lan-Individual %ritten Report
0!!roac+ing t+e task:
W+at do you need to doK 1ook at t+e task words
!valuate t+e e3ternal and internal environment in w+ic+ t+e business
conce!t %or new !roduct( is to be realised
De6ne strategies a!!ro!riate to its realisation7 :+e business conce!t
relates to a new !roduct relevant to t+e case w+ic+ )orms t+e
overarc+ing )ocus o) t+e learning activities o) t+is section o) t+e sub/ect7
Brie7( anal(se t+e e3ternal and internal environments %SW;:(
Identi)( a relevant strengt+, o!!ortunity
Identi)( and des,ribe a target market

Develop a suitable new !roduct )or t+e com!any to introduce )or t+is
target market7
A,tivit( Ask (oursel) some 8uestions
Evaluate t+e
e3ternal and
internal
environment in
w+ic+ t+e business
conce!t %or new
!roduct( is to be
realised
Being a3are o) t*e internal 9 e:ternal
environment 3ill *elp (ou to )o,us (our produ,t
on 3*at is needed.
Ee5ne strategies
a!!ro!riate to its
realisation7 :+e
business conce!t
relates to a new
!roduct relevant to
t+e case w+ic+
)orms t+e
overarc+ing )ocus o)
t+e learning
activities o) t+is
section o) t+e
sub/ect7
%*at do (ou need to do to produ,e t*e produ,t;
FrieLy analyse t+e
e3ternal and
internal
environments
%SW;:(
Brainstorm all t*e )a,tors t*at mig*t *elp or
*arm (our produ,t
-denti)y a relevant
strengt+,
o!!ortunity
T*ink about not <ust (our produ,t= but t*e market
into 3*i,* it 3ill go> %*at does t*e market 3ant
or need;
-denti)y and
describe a target
market
Ho3 detailed is (our des,ription; T*e more
,losel( (ou ,an identi)( (our target ,onsumer/s=
t*e better
Eevelo! a suitable
new !roduct )or t+e
com!any to
introduce )or t+is
target market7
Brainstorm possibilities )or a ne3 produ,t> T*en
,ombine all t*e above elements to ,learl( de6ne
t*e produ,t
Eetailed 2rading Criteria
+rading &riteria Assessment Task 2: Individual %ritten Report .?@AB
&riteria !:,ellent .A C@-
D@@AB
Eer( +ood .B F@-FGAB +ood .& H@-HGAB 'ass .D I@-IGAB -ail . @-?GAB +rade
%riting Clearly states t+e
!ur!ose, assertion,
arguments and
5ndings o) t+e re!ort,
and su!!orts t+is wit+
evidence in a
sustained and logical
)as+ion7 Creates a
tem!late )or creating
t+e re!ort
using a!!ro!riate
academic language
and learning
;rganises and orders
ideas in a structured and
se*uenced )as+ion,
aimed at making a
central argument or
assertion7 0do!ts a
recognisable
tem!late )or creating t+e
re!ort using a!!ro!riate
academic language
and learning
conventions7
Contains many relevant
ideas, and attem!ts to
structure t+em in a
co+erent )as+ion using a
recognisable tem!late
)or creating t+e re!ort
using
a!!ro!riate academic
language
and learning conventions7
Contains some relevant
ideas, but is unable to
relate t+em in an
organised )as+ion in t+e
re!ort using a!!ro!riate
academic language and
learning conventions7
Contains little or no
meaning)ul
in)ormation relating
to t+e task, and
makes no attem!t
to !roduce an
organised res!onse
to t+e task7
#19
"o,ation=
sele,tion and use
o) in)ormation
.eviden,e and
,itationB
1ocates, evaluates and
integrates a range o)
relevant in)ormation
%or data( into t+e
construction o) a
res!onse to t+e task,
and uses t+e disci!line
sanctioned arvard
,e)erencing Style at
+ tt !:##www7 li b7 la tro b e 7e
du7 a u #re)ere n c in g "
tool #+ a rv a rd to cite
sources in a timely and
a!!ro!riate )as+ion7
1ocates and synt+esises
a range o) relevant
in)ormation %or data( to
in)orm t+e res!onse to
t+e task, and uses t+e
disci!line sanctioned
arvard ,e)erencing
Style at
+ tt !:##www7 li b7 la tro b e 7e du7
au#
re)ere n cin g" tool #+ a rv a rd to
cite sources in a
timely and
a!!ro!riate )as+ion7
?ses a range o)
!rescribed in)ormation
sources %or data( to
in)orm t+e res!onse to
t+e task, and uses t+e
disci!line sanctioned
arvard ,e)erencing
Style at
+ tt !:##www7 li b7 la tro b e 7e du7
au#
re)ere n cin g" tool #+ a rv a rd to
cite sources in a timely
and a!!ro!riate )as+ion,
but wit+ some errors7
:+e res!onse to t+e task
relies u!on a narrow or
!artially relevant
selection o) in)ormation
sources %or very limited
data(, and uses t+e
disci!line sanctioned
arvard ,e)erencing Style
at
+ tt !:##www7 li b7 la tro b e 7e du
7au# re)ere n cin g"
tool #+ a rv a rd to
cite sources in a timely and
a!!ro!riate )as+ion, but
-rrelevant sources
and data selected to
in)orm t+e res!onse
to t+e task, or used
ina!!ro!riately, wit+
little or no
attribution7
#10
&onsider
assumptions and
)ormulate
re,ommendations
/ strategies
Eemonstrates
ca!ability to a!!ly t+e
e3ternal and internal
analyses using
marketing conce!ts7
:+e re!ort6s
com!onents +ave
been broug+t toget+er
logically and
creatively,
!ersuasively /usti)ying
recommendations or
strategies !resented7
Eemonstrates in"de!t+
knowledge o) e3ternal
and internal analyses
using marketing
conce!ts t+at are
e3!licitly integrated
into a re!ort7
:+e re!ort6s com!onents
+ave
been boug+t toget+er to
logically /usti)y
recommendations or
strategies !resented7
Eemonstrates ade*uate
knowledge o) e3ternal
and internal analyses
and attem!ts to
)ormulate a co+erently
integrated re!ort to
/usti)y recommendations
or strategies7
1imited knowledge o)
e3ternal and internal
analyses and little
attem!t to /usti)y
recommendations or
strategies7
?nable to
demonstrate
knowledge o)
e3ternal and
internal analyses or
em!loy t+em to
)ormulate
recommendations
or strategies7
#19
&OMM!T# /?@