Assessment 1: Professional practice: Case Study Analysis and SolutionsTASK DESCRIPTION:[Students are required to individually submitone 1500 +/- 10% word case analysis write-up (35%)via...

ASSESSMENT TASK DESCRIPTION:

The focus of this assessment is to analyse a real-world marketing case study and develop solutions to address the challenges faced by thecompany. Weekly tutorials will guide students in preparing by discussing various case studies, fostering critical thinking and the application ofmarketing theory to practice. Students will apply their learning to create practical remedies. This assessment allows students to demonstrate theirskills in critical thinking, problem-solving, and the application of marketing concepts. This is a 1500-word individual report.

Students can

choose

to work on any of the case studies discussed in weeks 3, 4, 5.

Week 3' Case study

The Coffee of Andradas: A CommunityBranding Project

This assessment is marked based on

Five criteria

:

1) Case summary (15%)

In this section, you need to make sure you cover the answers to the following key questions:

1.

What is the brand/business?

2.

What is their marketing (product) offering?

3.

Who is the customer (target market must be defined)?

4.

What do customers want or appreciate?

5.

How is the competition in the category?

6.

What is the problem(s) at hand?

2) Critical Analysis (40%)

In this section, you need to discuss how the Business’ practices/Activities are in line with or contrary to marketing theories/concepts. To simply put:

what it is (business practices)

versus

what it should be (marketing concepts/theories).

In other words, through this critical analysis, you willdiscuss

ALL

the

KEY

business practices and why these business practices have led to positive (success) or negative (problems) results. Whendiscussing the relevant reasons, you need to discuss whether these business practices are applied based on and/or consistent with any marketingconcepts/theories or not.

By conducting this critical analysis, you are actually explaining the problems/issues and success factors. In other words, you are also explaining whyand how the problem (s) has occurred and why and how the firm has been successful.

Important Note:

in this critical analysis, you should

ONLY

focus on and analyse ‘business practices/activities’ that are

Marketing-related

and

arementioned

in your chosen case study.

In sum, the following must be discussed in this section:

·

What are the business practices (including business model)?

·

Why and how these business practices have led to these problem(s) or success? Are they or are they not based on any marketingconcept/theory? Discuss.

Please refer to the following examples:

Example 1:

Company A has used a celebrity called ‘John Smith’ to promote and endorse its brand. This has led to increased brand awareness and sales for thefirm. The marketing concept which is applied here is called “celebrity endorsement” which is one of additional promotional method of marketingmix. According to this theory, there must be a consistency between the endorser’s image and personality and the brand image. This businesspractice was successful and benefited the company as this marketing concept was applied correctly as they have chosen the right celebrity toensure consistency between the endorser’s image and personality and the brand image

.

Example 2:

Company B has experienced decreased market share and sales due to some inappropriate business practices. This company used to target old-fashioned conservative customers who care about sales promotion and receiving low prices. As one the business practices, company B has changedits pricing strategy and eliminated the sales promotion. This has led to huge complaints from their customer and decreased their level of sales. Thenegative result has occurred since this company has not conducted any market research. Market research is a core marketing concept andstrategies must be conducted after identifying and knowing customers and their features, wants, preference, values, etc.

Note 1:

These examples are just provided to clarify the general approach. You would need to provide more elaboration on each key businesspractice (marketing-related).

Note 2:

As part of the business practices, you need to discuss the ‘business model’ of the company as well. In most of the case studies, thereis a discussion on the business model of the company (in most cases at an implicit level). If available and discussed, the business modelshould also be discussed. If the business model is missing and there is no clue about it in the case, then most of the focus must be on otherbusiness practices and their relevance to issues/benefits.

Note 3:

Marketing concepts/theories refer to

ANY

marketing concept including those we have learned in lecture/tutorila. For example,‘segmentation approaches’ are considered as marketing theories/concepts. Please also note that

‘theory’

refers to

‘a supposition or asystem of ideas intended to explain something’

. So, ‘segmentation’ is counted as a theory although it does not have ‘theory’ in its name.

Note 4:

There is no need to define the theory/concepts

. Your main focus must be on

‘application’

of these marketing theories/concepts.

3) Solutions/Remedies (30%)

In this section, building on your prior critical analysis about the match and mismatch between marketing theories and a firm’sstrategies/practices/activities (i.e., the critical analysis), you should offer appropriate and specific solutions (called remedies in MKTG2008). Theseremedies must be meaningful and not generic and broad. For example, if one says, “they have to improve their product, distribution andcommunication,” the grade would be a failure. Instead, one can, for instance, say “to reach segment A, they should … and to reach segment B theyhave to ….” You can use the remedies/solutions discussed in the uploaded videos on ilearn and add your unique remedies/solutions.

There is

no limit

for maximum number of remedies that should offered. However, if you intend to receive HD, you are expected to have multiple

appropriate remedies (more than 2)

and provide clear theoretical explanation/justification on each of them (please refer to the rubric on ilearn).

Note:

Your proposed remedies must be relevant and in line with the business model of the company and/or the problems at hand.

4) Formatting and Expression (10%)

Structures information with a highly advanced degree of logic, precision, and clarity. Please use minimum 12-point font, 1.5 line-spaced,2.54cm margin.

Three main headings

must be used

(summary, analysis, remedies)

. Appropriate sub-headings can be used. Numbering ofpages is essential.

Introduction and conclusion are not required.

The submission must demonstrate a reasonable level of originality. This would mean that you need to synthesise and summarise the requiredkey point

in your own words

and use proper references and referencing style to prevent plagiarism. In case of high similarity index,submission may be referred to the School Discipline Committee for a decision.

The language and style must be accurate, appropriate, and vivid. Grammar, punctuation, and spelling must be noticed and correctly used. Thechoice of words and sentence structures should be used in a way to make the work readable and convincing.

The word limit

is 1500 words +/-10%.

This word limit includes any tables (other than table of content), diagrams and appendices andexcludes reference list, cover page and table of contents. Cover page is a compulsory component. However, Table of content is NOTcompulsory.

Penalties will be applied for extra wordcount

(5% of total available mark from total awarded mark for every 100 extrawords or part thereof).

Cover Page

: Please include your name, student ID number, day/time of tutorial, the title of the assessment and total word count (excludingcover page, reference list, Table of contents) and AI acknowledgment.

Please make sure your file is renamed as

Student ID_case name (e.g., 12345678_Jetblue)

Suggested Structure

The case study analysis

: 1500 words +/-10%, This page limit

includes

any tables, diagrams and appendices but

excludes

item I, II and III.

I. Cover Page (first impression matters!)

II. Table of Contents (be sure to include page numbers)

1. Case summary [Recommended: 300-350 words]

2. Critical analysis [Recommended: 800-850 words]

3. Remedies [Recommended: 400-450 words]

III. Reference List (APA or Harvard referencing styles only)

5) Referencing (5%)

Any references must be properly reported

(Reference style: APA or Harvard only).

Please note that failure to fully reference and in theacceptable referencing style (of existing information and data) can render students open to the claim of plagiarism. Heavy penalties apply insuch cases.

Potential places to use references are when you discuss the case study or when you explain/discuss a marketing concept/theory. Please notethat referencing to the case study does not need to be extensively conducted.

In-text citation

should also be used throughout the case studyanalysis and includes in the 1500-word limit.

Note:

A minimum of

FIVE

references.

References could be a combination of different types such as

scholarly articles, textbook, websites,case stud

y etc. (suggestion: try to use reliable references such as scholarly and peer reviewed articles).