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Graduate Certificate Page | 2 UniLink Studies Pathways Diplomas MKT10008: Marketing Principles Assessment Task 1B – Marketing Report 35% (Individual) Marketing Report (35%) – Assessment Task Overview In preparation for undertaking your organisations Australian annual strategic marketing review you will research, analyse, evaluate and recommend focus areas to the management team by undertaking the following steps: 1. Select an Industry / Company / Product / Brand that you would like to focus on. 2. Undertake research ensuring that your choice of Industry / Company / Product / Brand that can be found in Swinburne’s Library Industry databases. (For example: IBISWorld / Market Line Advantage / Euro monitor). 3. Analyse this company as well as the competitive environment for the company and brand. 4. Construct a comprehensive environment analysis (micro and macro). 5. Evaluate its marketing strategy e.g. SWOT Analysis/Target Market and Segmentation. 6. Make recommendations of key focus areas. Learning Outcomes: This assessment reflects Unit Learning Outcomes 1, 2, 3, 4. Students who successfully complete this assessment should be able to: 1. Explain marketing concepts and principles for the development of marketing goals and plans. 2. Conduct market research and analysis to support business strategy and development of marketing plans. 3. Analyse environmental factors, consumer behaviour and market segmentation to achieve better business outcomes. 4. Respond to sustainability, social impact and ethical considerations when making operational marketing decisions. Conditions for assessment Due: Marks: Word length: Team: 11.59pm Thursday 9th April 2020 70 marks converted to 35 marks, representing 35% of overall unit marks 2,250 words (excluding Table of Contents, Reference List and any Appendices). Individual Instructions on submitting assessment · You will produce a professional-standard report. · This is an individual assessment. · The report will be based on what is evident (e.g. Market research using industry databases, journal, and newspaper/magazine articles, etc.). · However, it will inevitably also be based on intelligent supposition where the real situation is not known. · The report is to be submitted in Word only, no other file type will be accepted. · Submitted via Canvas Turnitin before 11.59pm Thursday 9th April 2020. Marking: · The report is marked out of 70 and scaled back to a mark out of 35. · If the Canvas Turnitin copy is not uploaded on time a 10% penalty per day will be applicable. · This means that you lose 10% of the awarded / given marks per day, for up to five days, beyond which the report will not be accepted (zero mark). So, if the report would have received 48 out of 70 marks, but was two days late, it will now only get 48 – (2 X 4.8) = 38.4 marks out of 70. Marketing Report (35%) – Assessment Task Detail The report will need to include: The Marketing Organisation Executive Summary (5 marks) Explain: 1. Terms of reference. Statement of problem/topic. 2. Main findings summarised (the main focus of the Executive Summary, re-stated from the Conclusion); and 3. The main implications (ramifications), recommendations of these findings for the company and brand summarised (not stated in the Conclusion). · Word suggestion: 200 words (perhaps five to six paragraphs in length). · Check out the following example: https://unilearning.uow.edu.au/report/4bi1.html Introduction (2.5 marks) Explain 1. Who commissioned (requested) the report (ie. Your marketing principles teacher, as part of that unit), 2. Its purpose, 3. The scope of the report (the main areas looked at), 4. The methodology (method of analysis, such as sources of information) used in compiling it. · Word suggestion: 100 words (perhaps two to three paragraphs in length). Industry Analysis (5 marks) Provide overview of the industry marketplace for the Company/Product/Brand you have chosen for your Market Report. Areas for consideration 1. Defining the industry 2. Major players 3. Key issues 4. Key statistics 5. Industry outlook · Use relevant diagrams and tables to reflect growth rates, market shares, key products etc. to present and/or summarised your content. · Word suggestion: 250 words (perhaps five to six paragraphs in length). Company Analysis (5 marks) Identify and provide a description of the company/ies that own/s the brand. This will include the following: Section A: 1. An overview of the overseas or Australian parent company, (if there is a parent company), and a. Mission statement stated and explained b. Its operations, including which countries it has operations in, and c. Whether this parent company owns other companies. If there is no broader parent company, ignore this section and write more on the next part. d. Timeline of critical events Section B: 2. An overview of the immediate Australian company owning the brand (whether the only company involved OR the subsidiary company of the one described in part a). This includes a. Its operations, b. The brands c. Brand history d. Products it makes, etc. e. Timeline of critical events Note that this section should be the biggest focus of this ‘Company Description’ section if part a. is also being done. · For each section, ensure that you support the discussion with facts and figures from reputable industry sources. · Use relevant diagrams and tables to reflect growth rates, market shares, key products etc. to present and/or summarised your content. · Word suggestion: 350 words (perhaps three or four paragraphs in length). Key Competitors (5 marks) List and describe one key competitor company operating within the market. Identify a. Mission statement stated and explained · Their product offering · Their brands and · A general description of their operations · Timeline of critical events · Your discussion needs to include at least a one-two paragraph discussion for each of two competitors. · For each section, ensure that you support the discussion with facts and figures from reputable industry sources. · Use relevant diagrams and tables to reflect growth rates, market shares, key products etc. to present and/or summarise your content. · Word suggestion: 200 words (perhaps three or four paragraphs in length). Strategy Analysis Micro-environment analysis (5 marks) Discuss one of the six microenvironmental factors that impacts the Industry / Company / Product / Brand you are focussing on (see Topic 4, slide 4). Please note: The micro environmental factor ‘competitor environment’ is to be excluded as you discussed this factor in the previous segment. Note: Your discussion must be supported with documented evidence included in Reference List and copy provided in the Appendices. · Potential sources would be the Factiva / Ebscohost Australia/New Zealand etc. databases available through Swinburne Library. Also industry associations and/or company annual reports · It is suggested that the micro-environment analysis be about 150 words. Macro-environment analysis (5 marks) Discuss one of the six macroenvironmental factors that impacts the Industry / Company / Product / Brand you are focussing on (see Topic 4, slide 12) Note: Your discussion must be supported with documented evidence included in Reference List and copy provided in the Appendices. · Use IBISWorld / Euromonitor / MarketLine etc. databases available through Swinburne Library, industry associations, company annual reports (e.g. demographic information from the ABS or economic information from Euromonitor). · It is suggested that the macro-environment analysis be about 150 words. SWOT analysis (7.5 marks) 1. Undertake analysis of the Industry / Company / Product / Brand here in Australia, you are focussing on to enable you to prepare a: 2. SWOT Chart The SWOT should have at least · Two strengths, · Two weaknesses, · Two opportunities, and · Two threats stated. Typically, each point should be brief. 3. SWOT Explained Expand on and explain what each of your bullet points identified in your SWOT chart means for the business. · There is a SWOT Chart and SWOT strategy template in CANVAS if required or click here: https://www.smartsheet.com/14-free-swot-analysis-templates · Word suggestion including SWOT: 300 words (perhaps six paragraphs in length plus SWOT). Target Market (7.5 marks) 1. For your product identify a. One key consumer target market and b. Provide detailed examples of its application to each of the segmentation bases / variables c. Nominating and justifying the dominant segmentation variable. 2. Further use Roy Morgan’s Helix Personas list (e.g. 207: Seasoned Lifestylers, with description and justification for this choice) to provide a comprehensive summary of the psychographic ‘composite profiles’ for your chosen consumer target market. · Word suggestion: 200 words (perhaps three paragraphs in length). Positioning Strategy (7.5 marks) 1. Provide a valid positioning statement for the product and the basis for your positioning (e.g. the key ‘theme’ or perhaps USP). 2. Create a properly constructed positioning map with a description and at least three direct competitors on it. a. Explain your choice of criteria used in positioning map b. Create positioning map (with axes clearly labelled) and populate. c. Explain and contrast why you have positioned each company in the position you have on the map. · Word suggestion: 150 words (perhaps two paragraphs in length), plus positioning map. Conclusion (5 marks) · This summarises all the main points and findings of the report. It is not a summary of the topics/areas that were examined but instead the specific points and findings that the report came up with. · No new information is brought in here; it must all come from within the report. · Word suggestion: 100 words (perhaps three paragraphs in length). Texts and Referencing (5 marks) 1. Use of published textbooks and Swinburne Library database resources. Correct use of the Swinburne Harvard Referencing System (Links to an external site.)Links to an external site.. 2. You must provide a ‘Reference List’ (but not a bibliography, which is similar), and this must be done according to the Harvard Style Guides. See Swinburne Library’s site. 3. You MUST have a minimum of 8 references which include databases and newspapers. If you have not referenced your information correctly, your overall grade will be affected for this assessment. 4. Wikipedia or non-credible websites are not to be used. 5. All references referred to in the List of references, as well as charts, diagrams, photos, etc, must have an ‘in-text reference’. 6. These must be in the relevant place (next to the information item) in the report body Formatting, spelling and grammar (5 marks) 1. It is expected that the report will be prepared and presented in a professional manner. 2. Grammar and spelling will be assessed in this report. 3. Some major areas of interest when