task 1demand - product alignment : external component audit and forecast ( 1000 ) words
written report only
Faculty of Business and Law Assessments Brief MKT60010 Marketing Management Semester 2, 2017 a.) Assessment Overview Tasks and Details Individual or Group Weighting Unit Learning Outcomes that this assessment task relates to Assessment Due Date 1. Demand-Product Alignment: External Component Audit & Forecast (1000 words) Individual 20%-30% 1,2,3,4 Written report 5pm, 1st Sept 2017 (T.I.I.) 2. Product-CX Launch Plan (2000 words) Individual/ Group 40%-50% 1,2,3,4 PowerPoints in- class, WB 16th Oct, 2017 Written report (T .I.I.) 5.00 pm 15th Oct 2017 1. Case Study Exam (1000 words) Individual 20%-40% 1,2,3 Take home MKT60010 Assessment Brief S2 2017 Task Overview should: 1. ▪ 2. 3. 4. Title page containing: Assessment 1: Demand-Product Alignment: External Component Audit & Forecast (20%) Decide on a consumer product category (i.e. Haircare, Health & Fitness, Bakery etc.) and identify a gap for a new product (Good + Brand + Service) that you can introduce in the category. Examples may include bottled smoothies or juices, a health club, frozen meals, a spa, imported quilts, hand-made soaps, etc. To assess the viability of your proposed product or service concept, you will conduct a demand audit. Specific details of what should be included are described below. You will communicate your findings in the form of a 2000-word paper under the following headings: 1. Product Concept 2. External Audit 3. Forecast and Estimated Demand for 2 years Data sources must be cited. No theory is necessary. You will need to use vey concise English. No weasel words. Specific Requirements Your market analysis should be based on the marketing constructs and processes covered in this unit. You ▪ a. b. c. d. e. Provide a Carry out Prepare a scenario forecast for future demand-Paint a picture about how you expect the next 3 years to look like in respect of demand for your product and estimate a demand for the product. Identify any assumptions you have made. Use your own insights based on your factual analysis above Category and name of product, b. Student name and ID, c. Seminar session-day and time d. word count Geographic boundary of analysis (i.e., Australia, Germany, Victoria etc.) brief overview of the proposed product concept (please include brand and services) the external component of the demand-alignment audit (include 3 competitors) -Identify any segments which are useful for development of specific 7Ps if they are apparent. This is about collecting facts and data which you will use to make decisions LATER in part 3. The only decisions here are about what data to collect, from where, and how to select for RELEVENCY and USELFULLNESS. Avoid collection of background data for data’s sake. Assessment Parameters Task Weighting: Assignment 1 accounts for 20% of the total marks for this unit Referencing style: Harvard Referencing Style; Your report should contain in-textcitations for data sources; The full list of data sources should be included at the end of your report Formatting details: Due date: Submission details: Late submissions: Marking structure: MKT60010 Assessment Brief S2 2017 Written reports should be typed using at least 12-point font, and 1.5 spaced 5pm September 1st, 2017 A soft copy is to be submitted online, via Turnitin on Blackboard Refer to your unit outline See assessment rubric on next page Demand Analysis &Forecast Rubrics Criteria Fail Pass Credit Distinction High Distinction Depth and breadth of data collection and linkage to forecast Superficial and/or inadequate addressing of the components of the demand audit (e.g., No data collection) Few components of the demand audit were addressed but these few were satisfactory Average number of components of the demand audit were addressed and these were satisfactory Most of components of the demand audit were addressed and these were satisfactory All components of the demand audit were addressed and these were satisfactory coupled with initiative in identifying information sources Critical Analysis-Logic and argument Limited & poor understanding of process logic and key concepts also no ability to identify & extract relevant and useful data Reasonable understanding of process logic and key concepts also no ability to identify & extract relevant and useful data Average understanding of process logic and key concepts and limited ability to identify & extract relevant and useful data Average understanding of process logic and key concepts and average ability to identify & extract relevant and useful data Exceptional understanding of process logic and key concepts and superior ability to identify & extract relevant and useful data- Some exhibition of superior reasoning skills through using data as evidence Creativity & Insights No ability to use data to generate unique understanding, expression, and opportunities in the present with no consideration of the future Some ability to use data to generate unique understanding, expression, and opportunities in the present with no consideration of the future Average ability to use data to generate unique understanding, expression, and opportunities with limited consideration of the future Obvious but unique interpretations of the data that shows average understanding of the situation and average identification of opportunities with limited consideration of the future Surprising and unique interpretations of the data that shows deep understanding of the situation and identification of opportunities that fit the product in the future Conventions Did not follow structure (and did not improve on it)- poor use of data evidence in forecast-lack of clarity and poor expression- assumptions not stated Basic structure used and average use of data as evidence in forecast- average clarity and expression -assumptions not stated Basic structure used-with some elements basic others above average-and average use of data as evidence in forecast- Average clarity and expression -assumptions not stated All the structure used with all components above average use of data as evidence in forecast average clarity and expression -assumptions not stated All the structure used with all components excellently used as data in evidence in forecast Excellent clarity and expression -assumptions clearly stated A brilliant forensic case- concise and persuasive MKT60010 Assessment Brief S2 2017 Demand-Product Alignment Audit Outline Level Internal External Influence Connections Macro Business objectives Mission and vision Capabilities PESTDP Meso Marketing operations- Skills etc. Sales forces skills etc. Demand Eco-system (Information flows, Cash flows, Product flows Micro · Product-Strategy (Mass, Differentiated, Segmented, Customized) · Targeting and positioning · Key account management and promotional programs Critical actors/agents/ value adders in the demand process (Eco-system touch points) (e.g., Consumers/Purchasers/ Influencers/Retailers) Forecast (2 years) The above diagrams show the areas you will need to cover in the assignment-Remember that relevance and usefulness in determining demand for your product in the next 2 years is all that is necessary- Dump the rest! We do not want a macro-economic forecast! MKT60010 Assessment Brief S2 2017