Need help with the submission this coming week, mainly need help with al the models and formulation
WEB HIGHER EDUCATION COURSE GUIDES PRO FORMA MKTG1215 Assessment 2 – S1 21. 1 SCHOOL OF ECONOMICS, FINANCE & MARKETING MKTG1215 Strategic Marketing This document is a copy of the assignment guide with additional comments (in red) giving advice on how to approach the report. This advice is based on the feedback given to students in previous semesters. Assessment 2 - External Client Marketing Strategy Development – Part A Overview This is an individual assignment where we conduct parts of a situation analysis as part of developing a strategic plan for an organisation. It is designed to help develop knowledge and critical analysis skills in a live environment. It is also an opportunity to develop effective business report writing skills. In this assessment students conduct parts of an internal and an external situation analysis. This is in order to develop insights into the opportunities and threats facing the organisation as well as insights into the strengths and weaknesses of the organisation. The focus of this course is the integration of the theories, concepts and frameworks from the key readings into the industry partner project. This helps create a structured and evidenced based approach to problem solving and strategy development. This is a more professional and robust approach then simply offering opinions. The Scenario You are a marketing consultant and an organisation has contracted you to develop the first stage of a strategic plan to help grow their business. Value: 30% Type: Individual MKTG1215 Assessment 2 – S1 21. 2 Submission • An electronic copy of the report (in Microsoft Word) is to be submitted on Canvas / TurnItIn. • Please do not include a coversheet. • Late submissions may be penalized by up to 10% per day. Submissions will not be accepted after 7 days past the due date. The Turnitin Similarity Score. • Please note that Turnitin automatically scans assignments for plagiarism. • Only one submission per student is permitted. • The similarity index will be released one day after the submission date. • Any report with a Turnitin similarity index of over 15% will be reviewed by the course coordinator and appropriate action will be taken. • Please see the RMIT guidelines on plagiarism; found under ‘Learning Resources’ in Canvas. Use of Images • No images of text or analysis tables are permitted. Diagrams can be inserted as an image. • Students who use images of text will be required to provide the original text and discuss this in a meeting with the course coordinator. Assignment Requirements • This is a business report, so it should be clear and precise. • The report is to be submitted in Microsoft Word. • Please use a clear sans-serif font like Arial, or Calibri, and a 10-point font (outside tables). • All pages are to be numbered. Tables and Diagrams • We recommend using tables to present the detail of your analysis and insights. Tables are a professional way of presenting data. Please introduce each table with 1-2 sentences; explain what each table is used for. Assume the reader does not understand how the models work, so please inform them of this. • • After the table, write a short paragraph explaining the key findings from the table. • Please use 8-point font in tables. • For tables that are more than a page in length, please repeat the headings of the table on each page. • Tables and diagrams must be in the body of the report. Report Length • 2000 words (+/– 10%) not including the analysis tables or appendices. • Note that reports that do not meet the word limit may be penalised by up to 10% per 500 words. References • All sources of information must be clearly cited and referenced. • Please use in-text citations. NOTE Appendices • Please do not include analysis tables in the appendices: they belong in the main body of the report. • Only include back-up information in the appendices. The Use of Assumptions When preparing a marketing report in industry we endeavor to obtain appropriate data to base our insights and decisions on. There are times when the marketers experience and industry knowledge enable them to make educated assumptions in their analysis. These assumptions are notated as such. Similarly, when doing your report, if there is no data for use in part of a model, please make an educated assumption, based on your understanding of the industry. Please notate where you have made these assumptions. NOTE MKTG1215 Assessment 2 – S1 21. 3 Report Structure Title page. Please include your student name, ID and the case name. 2. Index Please make this clear and easy to read and use page numbers. It must list all sections of the report by heading, including the appendices. It tells the reader all the areas you have covered and researched in a quick and easy to find manner. 1. Introduction (2.5%) - Aim for 150 to 200 words maximum • Introduce the report and what you intend to achieve. • Introduce your client • Briefly describe the analysis you will carry out and how the report will be presented. An introduction introduces the reader to what the report is intended for and how it is structured. It is intended as the first piece of leading the reader on a journey through your report. It is written in future-tense. In some reports’ more detail, into how the report is structured would improve the mark. 2. Situation Analysis. • Please use the 5Cs situation analysis approach, as follows. • In this course we use the 5Cs analysis approach. In this assignment we do the first 3 of the Cs. • If you need to make assumptions in places, please notate these as so. • In each section, you need to introduce your analysis and explain how the models work. You need to assume the reader does not know what the analysis models are. Context (30%) You need to introduce each section: to explain what it is about. This is important so that you do not leave the reader feel stranded. You need to make it seem effortless for them to read your work. You need to introduce each section of your analysis and indicate how the models work. You need to assume the reader does not know what the analysis models are. Using the models from class, discuss and visually show the potential ways your client’s industry and market could be defined. When you look at different industry definitions, don’t restrict the ideas to what the Marketline and other reports use. You can include theirs, but also come up with your own. Pick the most appropriate industry definition and then make your analysis specific to this. Use a 5 Forces / PESTLE matrix to analyse: • The current time 5 Forces Analysis on the industry. What are the implications of these forces and are they positive or negative? • The potential impact the PESTLE items may have on the elements of the 5 Forces. • The potential future 5-forces scenarios. It is important that your analysis contains realistic data and ideas. Some students tended to include items that seem a little generic or random. MKTG1215 Assessment 2 – S1 21. 4 In many cases, more detail would improve the mark students receive for their use of the models. Customer (30%) You need to introduce each section: to explain what it is about. This is important so that you do not leave the reader feel stranded. You need to make it seem effortless for them to read your work. You need to introduce each section of your analysis and indicate how the models work. You need to assume the reader does not know what the analysis models are. Please analyse your client’s market segmentation. • Draw a full segmentation map. • What do you consider to be their serviceable market and what appears to be appropriate potential target markets, at this stage of your analysis. Show this in your segment map. • How does your client appear to be segmenting their market now? Show this in your segment map. • What other segmentation approaches may be appropriate for them? • What target market will you base your strategic plan on? Potential Revenue • Please provide a chain-ratio analysis formula or visualisation of how your client could calculate the potential revenue they could gain from this target market. • Explain how you would determine the appropriate value of each variable. Where would you get the information from. • What sort of sensitivity analysis should you do? It is important that your analysis contains realistic data and ideas. Some students tended to include items that seem a little generic or random. In many cases, more detail would improve the mark students receive for their use of the models. Company (30%) You need to introduce each section: to explain what it is about. This is important so that you do not leave the reader feel stranded. You need to make it seem effortless for them to read your work. You need to introduce each section of your analysis and indicate how the models work. You need to assume the reader does not know what the analysis models are. Please analyse your client using the following models. Here you need to explain what they seem to be doing well and where they appear to be weak. Company Capabilities • Use Porter’s Value Chain (the top 2 items in each section) and the VRIO model in a matrix to describe the resources and capabilities of