It is a Marketing Analysis report and i need it by 11th of April australia/melbourne time zone
Page 1 of 12 MMK368 – Business Marketing T1 2018 Assessment 1 – Market Analysis DUE DATE AND TIME: Week 5 - Wednesday 11 April before 5.00 pm (AEST) PERCENTAGE OF FINAL GRADE: 20% HURDLE DETAILS: Assessment 1 is not a hurdle but is required for Assessment 2 Market Plan Learning Outcome Details Unit Learning Outcome (ULO) Graduate Learning Outcome (GLO) ULO 1: Describe business-to-business and business-to-government marketing GLO1 Discipline-specific knowledge and capabilities: appropriate to the level of study related to a discipline or profession GLO2 Communication: using oral, written and interpersonal communication to inform, motivate and effect change GLO3 Digital literacy: using technologies to find, use and disseminate information GLO4 Critical thinking: evaluating information using critical and analytical thinking and judgment Assessment Feedback: Students who submit their work by the due date will receive their marks and feedback on CloudDeakin on 26 April 2018 at 5.00pm Description / Requirements REQUIREMENTS AND OVERVIEW OF THE ASSESSMENT TASKS Assessment 1 and Assessment 2 are individual assessment tasks. The continuing assessment comprises: • Assessment 1: A Market Analysis report submitted in Week 5 • Assessment 2: A Marketing Plan (based on your Market Analysis) submitted in Week 10. Page 2 of 12 PLEASE NOTE SESSIONS ABOUT USING PASSPORT WILL BE HELD IN CLASS IN WEEK 2 OF THE TRIMESTER. BACKGROUND TO THE ASSIGNMENT TASK You are the National Sales Manager for the Australian Packaging and Machinery Company (APMC). This company sells consumable plastic “film” used to wrap products for storage and transportation on pallets. The consumable film used to secure products onto pallets are: 1. Shrink bags which are placed over the palletized product and heated until the bag shrinks. 2. Stretch “film” that is wrapped around pallets of products. APMC specialize in supplying film to secure entire pallet loads. APMC do not manufacture the machines or sell the film used to wrap small numbers of items together, such as blister packs, vacuum packing, and cryovac. You can see more about pallet wrapping at http://www.uspackagingandwrapping.com/ Exhibit 1: A shrink machine and a hand-held shrink gun for wrapping palletized product Source: http://www.google.com.au/imgres; Accessed 22/01/2013 Exhibit 2: Stretch machines and hand-held dispensers for wrapping palletized product Source: http://www.google.com.au/imgres?hl=en&tbo=d&biw; Accessed 22/1/2013 http://www.uspackagingandwrapping.com/ Page 3 of 12 The type of equipment and the amount of consumable film purchased by companies depends mainly on how much product they make. For instance, a large manufacturer may have several automatic wrapping machines, while a small manufacturer may use hand-held equipment. Worldwide, most companies are already using either shrink or stretch equipment to wrap their pallet loads for transportation and storage. Selling consumable wrapping (i.e., shrink and stretch film) is the core part of APMC’s business. These market are usually very competitive. Customers who have bought such equipment and who buy the consumable wrapping range from large, international manufacturers to smaller national and local companies. In your market analysis you should assume that shrink and stretch wrapping is applied to a standard pallet size of approximately 1200 mm x 1200 mm with an average height of 1000 mm. The average weight of product carried on a pallet of this size is one tonne and the average volume on a pallet is 1,000 liters. Customers shipping over 5,000 tonnes annually would typically use shrink or stretch machines to wrap their products and companies shipping less than 5,000 tonnes annually use hand- held stretch tools to wrap their product. The cost per pallet for shrink wrap bags and stretch film are provided in Table 1 and you must assume that APMC buy shrink and stretch film for re-sale from local manufacturers in every country at the following cost prices. Table 1: Film cost per pallet Cost per roll ($A) Cost per pallet ($A) Pallets covered per roll Shrink wrap film Machine stretch film Hand stretch films $200.00 $200.00 $250.00 $ 9.00 $ 6.00 $ 10.00 22.2 33.3 25.0 The decision has been made to expand APMC’s business overseas. You will need to review the data available for different countries and packaged food products in PASSPORT (as described in the following sections) and then choose one country (not region) for APMC to enter. The six regional markets have already been categorized by APMC’s marketing department. PASSPORT lists the following six regions which include 77 countries: 1. Western Europe 2. Eastern Europe 3. Asia Pacific (you may not choose Australia) 4. Latin America 5. Middle East and Africa 6. North America Deakin's Bachelor of Commerce and MBA are internationally EPAS accredited. Deakin Business School is accredited by AACSB. It has already been decided by APMC that only the “Soft Drinks” category of these country markets will be entered. PASSPORT provides data and other information on the product sub-segments, such as bottled water, carbonates, juice, ready-to-drink tea and coffee, etc. ASSIGNMENT 1 – MARKET ANALYSIS TASK You are to prepare a Market Analysis for the demand for pallet film wrapping in the soft drink market for the country you selected. You are required to segment the market and clearly identify, evaluate, and justify a sufficient number of viable sub-segments for APMC to target. Your market analysis should focus on the identification, interpretation, and presentation of information and data from PASSPORT and other sources relevant to market segmentation. The analysis should demonstrate a clear understanding of market analysis through the application of relevant business-to-business market segmentation concepts and processes. Your Market Analysis will contribute your subsequent development of a coherent business-to-business Marketing Plan (Assignment 2). For your Market Analysis you will need to apply the concepts drawn primarily from Chapters 1 to 4 of the text book. You will need to be selective in the level of detail that you provide in your report. You will need to apply concepts and processes from the textbook – but do not repeat the textbook. Assume the reader is familiar with the concepts you are applying. In many places you will need to make reasonable assumptions about APMC and the market you are entering. You must state your assumptions and justify them. APMC buy film locally and re-sell to manufacturers and other intermediaries, as described in the preceding background to the assignment task. This assignment is not an international market selection analysis. The decision has already been made to enter one country. You do not have to justify which country you select – you have selected one country and now you need to provide an analysis of the demand for pallet film wrapping in the soft drink market for that country. https://www.efmd.org/index.php/accreditation-main/epas http://www.aacsb.edu/ Page 5 of 11 REGISTER YOUR COUNTRY You need to register your country in CloudDeakin by Wednesday 21 March. You may not change your country once you have registered it. If you have not registered you will not be awarded marks for Assignment 1. You need to choose a country that really exists and not a city or region! To register: Go to the “Country Register” forum in the CloudDeakin Discussion forums. You can sort messages in this forum by subject to see the countries that have already been selected by other students. Make sure that the country you want to choose actually exists and that there is data for the soft drink market in PASSPORT. Only five students may do the same country. You will need to check that the country you want has NOT already been selected by five students. If your preferred country has not already been selected by five other students, post a new message with the name of the country as the first word in the "Subject" (not thread) of your message. For example, “AUSTRALIA”. You may not choose Australia as your country. Students who do not register a country by 5.00 pm on Wednesday 21 March or who choose a country that has already been selected by five other students will NOT receive marks for Assignment 1. WORD LIMITS The body of your Market Analysis report should be 1000 words and MAY NOT exceed 1,100 words. Assignments exceeding the word-limits will be returned ungraded. • The table of contents, other tables, graphs, diagrams, reference lists, and appendices are not included in the word-count. RUBRIC Deakin's Bachelor of Commerce and MBA are internationally EPAS accredited. Deakin Business School is accredited by AACSB. MMK368 MARKET ANALYSIS (ASSESSMENT 1) RUBRIC T1, 2018 CRITERIA 1 Segmenting the business market – selection of information about market segments. (10marks) You need to meet GLO3 for digital literacy using technologies to find, use, and disseminate information. GLO1. Discipline knowledge and capabilities. You need to demonstrate your understanding and application of relevant concepts. Here, you need to meet GLO2 communication requirements using oral, written and interpersonal communication to inform, motivate and effect change. NOT ATTEMPTED 0 to 29% NEEDS IMPROVEMENT 30 to 49% SATISFACTORY 50 to 59% GOOD 60 to 69% VERY GOOD 70 to 79% EXEMPLARY 80 to 100% No or minimum application of the following concepts. The concepts include the