School of Business
Bachelor of Applied Management
Graduate Diploma in Business
AMMK700 Strategic Marketing
Assessment One
Term 5 2018
Due date: 14 September 2018 at 06:00PM
Submissions received late will be subject to a penalty of 10% of the student’s mark per working day
Instructions:
See Page 2
PART MARKS
One 40
Two 50
Presentation 10
TOTAL MARKS: 100
Student Name/ID ............................................................................................................
NorthTec and its faculty members reserve the right to use electronic means to detect and help prevent plagiarism. Students agree that when submitting this assignment, it may be subject to submission for textual similarity review to Turnitin.com.
This Assessment is worth 40% of the total marks for this course.
This paper has 5 (5) pages including the cover sheet.
DESCRIPTION:
This assessment requires you to take on the role of an external Strategic Marketing consultant and produce a report addressing key areas of the strategic marketing process. It assesses your ability to analyse and evaluate the concepts and principles of strategic marketing.
This assignment is designed to assess whether you have achieved the following learning objectives:
·
Learning outcome one
- Evaluate the concepts and principles of strategic marketing and their application to the development of an appropriate marketing mix.
·
Learning outcome two
- Develop competitive strategies for positioning a firm
INSTRUCTIONS:
You are
NOT
to contact directly any representative of the business you selected to base your report on; instead utilise the website of the business as a resource and other publically available data.All outside sources must be acknowledged using APA referencing, 6th
edition.
At this level you are also expected to read widely from your text and other academic literature demonstrating that you have consulted other sources appropriate for a level seven paper.
Use the Instructional Words below to guide your responses to the assignment questions.
1
INSTRUCTIONAL WORDS
Analyse Break down and carefully examine the most important parts showing how they are related, whether they work together and why are important.
Critically evaluate Give an in-depth and logical judgment of something. Support your judgment with reliable evidence and/or authoritative views.
Examine in detail. Explore alternatives, challenging and questioning. Discuss strengths and weaknesses (for and against).
Demonstrate Use clear thinking to either:
· Prove by using statistics and reliable evidence etc., or
· Explain to show you understand, by using examples and/or experience.
Discuss Examine carefully and completely. Give reasons for and against, or examine a range of views. Come to a conclusion.
Interpret Explain the meaning of something in a clear way. Give examples or comment on a subject.
PART ONE TOTAL: 40 MARKS
Organisation, Environmental and Market analysis
(a) Conduct a SWOT analysis for your chosen business, ensuring you detail the strategic implications for the issues you have identified.
(12 marks)
(b) Analysethe macro environment in which your chosen business operates.
(5marks)
(c) From your analysis in b), advise the business of two (2)key issues of concern and/or opportunitiesand the reasons why they need to consider them in theirmarketing planning.
(4 marks)
(d) Conduct a relevant market analysis for the business based on:
◦ Market size
◦ Market structure
◦ Market trends
◦ Key success factors
(16 marks)
(e) Identify and discuss (3) evolving opportunities or threats from your market analysis that could impact on the business.
(3 marks)
PART TWO TOTAL: 50 MARKS
You are to use the course material and secondary information to cover the following areas applicable to your chosen business:
Segmentation
(a) Using the criteria for market segmentation, identify and describetwo (2)existing market segments for your chosen business.
(10 marks)
(b) Critically evaluate how the two (2) segments you have identified above differ and theirpotential impact on the strategic marketing process.
(15 marks)
Positioning
(c) Develop one (1) positioning strategy for one (1) of the segments you have identified in (b).
(10 marks)
(d) Critically evaluate the rationale for your chosen positioning strategy.
(15 marks)
Presentation
TOTAL: 10 MARKS
AMMK700 Assignment One (40%)
Marking Schedule
Name ________________________________ ID number____________________________
Description
|
Marks allocated
|
Your mark(s )
|
Part 1
|
40 marks
|
|
(a) Conduct a SWOT analysis for your chosen business, ensuring you detail the strategic implications for the issues you have identified.
Marks
|
Criteria
|
2.5-3
|
Excellent – Appropriate, comprehensive and insightful analysis of
strengths
with strategic implications
|
1.5-2
|
Acceptable – Adequate analysisof
strengths
with strategic implications but lacking elaboration
|
0.5-1
|
Poor – Poor analysis of
strengths
with poor strategic implications
|
0
|
Unacceptable - No reasonable attempt or merit
|
2.5-3
|
Excellent – Appropriate, comprehensive and insightful analysis of
weaknesses
with strategic implications
|
1.5-2
|
Acceptable – Adequate analysis of
weaknesses
with strategic implications but lacking elaboration
|
0.5-1
|
Poor – Poor analysis of
weaknesses
with poor strategic implications
|
0
|
Unacceptable - No reasonable attempt or merit
|
2.5-3
|
Excellent – Appropriate, comprehensive and insightful analysis of
opportunities
with strategic implications
|
1.5-2
|
Acceptable – Adequate analysis of
opportunities
with strategic implications but lacking elaboration
|
0.5-1
|
Poor – Poor analysis of
opportunities
with poor strategic implications
|
0
|
Unacceptable - No reasonable attempt or merit
|
2.5-3
|
Excellent – Appropriate, comprehensive and insightful analysis of
threats
with strategic implications
|
1.5-2
|
Acceptable – Adequate analysis of
threats
with strategic implications but lacking elaboration
|
0.5-1
|
Poor – Poor analysis of
threats
with poor strategic implications
|
0
|
Unacceptable - No reasonable attempt or merit
|
(b) Analyse for your chosen business the macro environment in which they operate.
4-5
|
Excellent – Appropriate, comprehensive and insightful analysis of the
Political/legal, Economic, Social, Technological and Ecological environment
of the business
|
2.5-3.5
|
Acceptable – Adequate analysis of the
Political/legal, Economic, Social, Technological and Ecological environment
of the but lacking elaboration
|
0.5-2
|
Poor – Poor analysis of the
Political/legal, Economic, Social, Technological and Ecological environment
of the business
|
0
|
Unacceptable - No reasonable attempt or merit
|
(c) From your analysis in b), advise the business of two (2) key issues of concern and/or opportunities and the reasons why they need to consider them in their marketing planning.
First issue
1.5-2
|
Excellent – Appropriate, comprehensive and insightful advise of a key issue or concern and/or opportunities from the macro-environment and the reasons why they need to consider them in their marketing planning
|
2
|
Acceptable – Adequate advise of a key issue or concern and/or opportunities from the macro-environment and the reasons why they need to consider them in their marketing planning
|
0.5
|
Poor – Poor analysis of a key issue or concern and/or opportunities from the macro-environment and the reasons why they need to consider them in their marketing planning
|
0
|
Unacceptable - No reasonable attempt or merit
|
Second issue
1.5-2
|
Excellent – Appropriate, comprehensive and insightful advise of a key issue or concern and/or opportunities from the macro-environment and the reasons why they need to consider them in their marketing planning
|
2
|
Acceptable – Adequate advise of a key issue or concern and/or opportunities from the macro-environment and the reasons why they need to consider them in their marketing planning
|
0.5
|
Poor – Poor analysis of a key issue or concern and/or opportunities from the macro-environment and the reasons why they need to consider them in their marketing planning
|
0
|
Unacceptable - No reasonable attempt or merit
|
(d) Conduct a relevant market analysis for the business based on:
Market size
Market structure
Market trends
Key success factors
3-4
|
Excellent – Appropriate, comprehensive and insightful analysis of the
market size
for the business
|
2.5-3.5
|
Acceptable – Adequate analysis of the
market size
for the business
|
0.5-2
|
Poor – Poor analysis of the
market size
for the business
|
0
|
Unacceptable - No reasonable attempt or merit
|
3-4
|
Excellent – Appropriate, comprehensive and insightful analysis of the
market structure
for the business
|
2.5-3.5
|
Acceptable – Adequate analysis of the
market structure
for the business
|
0.5-2
|
Poor – Poor analysis of the
market structure
for the business
|
0
|
Unacceptable - No reasonable attempt or merit
|
3-4
|
Excellent – Appropriate, comprehensive and insightful analysis of the
market trends
for the business
|
2.5-3.5
|
Acceptable – Adequate analysis of the
market trends
for the business
|
0.5-2
|
Poor – Poor analysis of the
market trends
for the business
|
0
|
Unacceptable - No reasonable attempt or merit
|
3-4
|
Excellent – Appropriate, comprehensive and insightful analysis of the
key success factors
for the business
|
2.5-3.5
|
Acceptable – Adequate analysis of the
key success factors
for the business
|
0.5-2
|
Poor – Poor analysis of the
key success factors
for the business
|
0
|
Unacceptable - No reasonable attempt or merit
|
(e) Identify and discuss (3) evolving opportunities or threats from your market analysis that could impact on the business.
Marks
|
Criteria
|
1
|
Excellent – Appropriate identification; accurate, comprehensive and insightful discussion of an evolving opportunity or threat from the market analysis that could impact on the business
|
0.5
|
Acceptable – Adequate identification and discussion of an evolving opportunity or threat from the market analysis that could impact on the businessbut lacking elaboration
|
0
|
Unacceptable - No reasonable attempt or merit
X3
|
|
12 marks
3
3
3
3
5 marks
4 marks
2
2
16 marks
4
4
4
4
3marks
1
1
1
|
|
Part 2
|
50 marks
|
|
Segmentation
(a) Using the criteria for market segmentation, identify and describetwo (2) existing market segments for your chosen business.
4-5
|
Excellent – Appropriate identification and insightful description of an existing segment for your chosen business
|
2.5-3.5
|
Acceptable – Adequate identification and description of an existing segment for your chosen business
|
0.5-2
|
Poor – Poor identification and description of an existing segment for your chosen business
|
0
|
Unacceptable - No reasonable attempt or merit
|
X2
(b) Critically evaluate how the two (2) segments you have identified above differ and their potential impact on the strategic marketing process.
14-15
|
Excellent – Comprehensive and clear critical evaluation of the 2 segments in terms of how they differ and their potential impact on the strategic marketing process
|
11-13
|
Good – Critical evaluation of the 2 segments covers most points in terms of how they differ and their potential impact on the strategic marketing process
|
7-10
|
Satisfactory/Acceptable – Critical evaluation of the 2 segments covers some main points in terms of how they differ and their potential impact on the strategic marketing process
|
4-6
|
More work is needed - Critical evaluation of the 2 segments covers less points in terms of how they differ and their potential impact on the strategic marketing process
|
1-3
|
Unsatisfactory in most respects - Critical evaluation of the 2 segments covers a few/insufficient points in terms of how they differ and their potential impact on the strategic marketing process
|
0
|
Unacceptable - No reasonable attempt or merit
|
(c) Develop one (1) positioning strategy for one (1) of the segments you have identified in (b).
Marks
|
Criteria
|
9-10
|
Excellent positioning strategy– Comprehensive and clear discussion of the strategy that would give reasons why consumers will perceive the product/service as being better than the competitions.
|
7-8
|
Good – Discussion covers good points of the strategy that would give reasons why consumers will perceive the product/service as being better than the competitions but lacking with elaboration
|
5-6
|
Satisfactory/Acceptable – Discussion covers some main points of the strategy that would give reasons why consumers will perceive the product/service as being better than the competitions
|
3-4
|
More work is needed - Discussion covers less points of the strategy that would give reasons why consumers will perceive the product/service as being better than the competitions
|
1-2
|
Unsatisfactory in most respects - Discussion covers less points of the strategy that would give reasons why consumers will perceive the product/service as being better than the competitions
|
0
|
Unacceptable - No reasonable attempt or merit
|
(d) Critical evaluation of the rationale for the positioning strategy developed in c)
Marks
14-15
|
Criteria
Excellent – Comprehensive and clear critical evaluation of the rationale for the positioning strategy developed
|
11-13
|
Good – Critical evaluation of the rationale for the positioning strategy developedcovers good points but lacking elaboration
|
7-10
|
Satisfactory/Acceptable – Critical evaluation of the rationale for the positioning strategy developed covers some good points
|
4-6
|
More work is needed - Critical evaluation of the rationale for the positioning strategy developedcovers less points
|
1-3
|
Unsatisfactory in most respects - Critical evaluation of the rationale for the positioning strategy developed covers a few/insufficient points
|
0
|
Unacceptable - No reasonable attempt or merit
|
|
10marks
(5 marks for each relevant segments)
15 marks
10 marks
15 marks
|
|
Presentation
|
10 marks
|
|
Grammar/spelling
4-5
|
Excellent – Excellent grammar/spelling throughout
|
2.5-3.5
|
Acceptable – Only few lapses in grammar/spelling throughout
|
1-2
|
Poor – Many lapses in grammar/spelling throughout
|
0-0.5
|
Unacceptable grammar/spelling throughout
|
|
5 marks
|
|
Correct format and layout
2.5-3
|
Excellent – Outstanding and correct structure / layout including an executive summary, numbered headings and page numbers
|
1.5-2
|
Acceptable – Only few lapses in structure
|
0.5-1
|
Poor – Many lapses in structure
|
0
|
Unacceptable structure
|
|
3 marks
|
|
Accurate in text citation and referencing to APA 6th
edition
1.5-2
|
Excellent – Accurate in text citation and referencing throughout document
|
1
|
Acceptable – With only few lapses in text citation and referencing
|
0.5
|
Poor – With many lapses in text citation and referencing
|
0
|
Unacceptable in text citation and referencing, this part is omitted
|
|
2 marks
|
|
TOTAL
|
Marks 100
|
|
Comments:__________________________________________________________________________________________________________________________________________________________________________________________________________________