2012 Semester 1 NZDipBus Examples of good assessment practice

1

June 2013

New Zealand Diploma in Business Examples of Good Assessment Practice 2012 – Semester 1 469 Academic Skills for Business Studies Eastern Institute of Technology – page 2 ICL Education Limited – page 11 Manukau Institute of Technology – page 17 541 Fundamentals of Marketing Bay of Plenty Polytechnic – page 24 Christchurch Polytechnic Institute of Technology – page 39 Eastern Institute of Technology – page 47 606 Taxation Wellington Institute of Technology and Whitireia Community Polytechnic (co-produced) – page 58 These materials are copyright to the Tertiary Education Organisation (TEO) that developed them. If you would like to use them, please contact the relevant TEO (refer to footer).

2 © Eastern Institute of Technology 469 Academic Skills for Business Studies

469 Academic Skills for Business Studies

Eastern Institute of Technology

Assignment: Note taking/brief

Reasons for selection: This assignment integrates learning outcomes 1-4 in a logical and realistic way resulting in an interesting and challenging assessment. It evaluates collocations and grammar in context, avoiding the risk of assessments for prescription resembling English language exercises.


SCHOOL OF BUSINESS AND HUMANITIES


ASSIGNMENT ONE Note taking/brief

SEMESTER ONE 2012

Due: March 19 2012, 8.15am

LEARNING OUTCOMES: 1 & 4 WEIGHTING: 15% of final grade INSTRUCTIONS:

Part A: You will attend a spoken lecture on a business topic, and take comprehensible and relevant notes on the topic. Part B: You will produce a brief (500 words) outlining the topic discussed at the lecture. It must be designed to inform a person or group about the subject in an effective way, while still containing all relevant material. You must assume the reader has no prior knowledge of the subject Part C: You will provide a glossary of terms outlining all academic and business vocabulary used in the brief. (Academic Word List (AWL)). Additional Note: This submission must be professionally presented in 11 font Arial, 1.5 spacing, 3 cm left margin using correct spelling, syntax and structure. The specified length is excluding title page, table of contents, appendices and references. Learners must submit their assignment according to the programme regulations as stipulated in the rules and regulations handbook available on eitonline.

EASTERN INSTITUTE OF TECHNOLOGY


It is expected that the final word length will not vary from the specified word length by any more than 10%. MARK SUMMARY: PART A: Note Taking 43 marks PART B: Produce Brief 47 marks PART C: Glossary 10 marks _______ 100 marks Part A: Note Taking 43 Marks You will attend a spoken lecture in class time (to be advised). You must present yourself at the venue on time and equipped with a pen and paper. A recording device is not permitted. The speaker will be presenting a lecture on a business topic which is relevant to New Zealand business but is not currently covered in the learning objectives of the Certificate in Business Foundation. You will not be expected to have any prior knowledge of the subject. The lecture will take approximately 30 minutes. You will take notes on the content of the lecture, paying special attention to key points. You may ask the speaker questions for clarification at the end of the lecture. At the conclusion of the lecture, the speaker will leave and you will be given a maximum of 15 minutes to amend/add to your notes. Your tutor will then collect your notes, and take a photocopy. The tutor will retain the copy and the original will be returned to you immediately. You may not share your notes with another class member or discuss the content of the lecture. The copy of your notes will be compared with the content of your brief. Part B: Brief 47 Marks You will use the notes from Part A to produce a brief, outlining the key points made in the lecture. You should assume your reader/s have no prior knowledge of the subject and therefore your brief must be informative enough to provide all detail required to provide the same understanding gained through attendance at the lecture. Your completed document must be grammatically correct and spell checked. It is not expected you will provide any referencing or citing of information. The format should be recognisable as that of a brief and be both worthwhile and informative. Part C: Glossary 10 Marks You will provide a glossary of academic and business vocabulary used within your brief.


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22

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11

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11

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88

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L/O 1 (b) Infer meaning from context (notes) (8 marks) Explanations provided to cover key points, e.g’s for 5 x important aspects, correct order, makes sense etc L/O4 (a) Key points (notes) 1.Definition of tourism (3 marks):

- Service industry (1 mark) - Is tourism only about adventure, excitement, travel? The whole industry covers all aspects

of everyone’s holidays (1 mark) - Specifically business and industry which creates anything the visitor may use, experience

or buy when away from home (1 mark – must include all 3) 2.Important aspects (15 marks):

- Accommodation (term -1 mark, e.g. 2 mark) - Transportation (term -1 mark, e.g. 2 mark) - Attractions and activities (term -1 mark, e.g. 2 mark) - Visitor services (term -1 mark, e.g. 2 mark) - Sales distribution (term -1 mark, e.g. 2 mark)

(should include e.g.’s) 3.Important characteristics (4 marks):

- People travelling away from home temporarily to visit other places (1 mark) - Experiencing different products and usually for pleasure (1 mark) - An industry develops at each place to cater for the needs of the visiting people (1 mark) - These visiting people make an impact at each place visited (1 mark)

4.Tourism as a system (6 marks):

- TGR (term -1 mark, e.g. 1 mark) - TR (term -1 mark, e.g. 1 mark) - THR (term -1 mark, e.g. 1 mark)

5.Your/public’s responsibilities (5 marks):

Relevant explanation – may include help when asked, volunteer, be tidy own home, street, city, other places nz, etc

L/O 4 (b) Context and issues (text): Need to know because: affects all of us, we can impact on visitors and they impact on us, growth industry, important for NZ (1 mark each – total 5 marks)


Assignment One: Note taking/Brief

T Tutor

Due Date

Word Count: 514


INTRODUCTION TO THE TOURISM INDUSTRY

Presenter: Joe Bloggs

Vice President, Tourism Eastland

Date: Presentation date

Introduction

Tourism is a service industry which generates considerable revenue within a country and is

currently in a growth phase in New Zealand (NZ). Tourism affects everyone in a

community, not just those directly employed within it and therefore everyone has a

responsibility to support it (J.Bloggs, personal communication, 28 February, 2012). This

briefing paper serves to inform persons about the content of the lecture on tourism by Joe

Bloggs.

What is Tourism?

Tourism may be defined as any business which creates things a visitor may use e.g. food,

experience e.g. bungy jumping or buy e.g. souvenirs. It can be identified as directly relative

to five sectors. These are sales distribution, transport, accommodation, attractions and

activities. To explain, the brochure advertising a destination would relate to sales

distribution, the method a visitor travels to a destination e.g. plane, would relate to transport

and accommodation refers to where the visitor stays. Examples of attractions could be

historical sights of interest and activities could be a horse trek or cycle tour. Businesses

within these sectors will have a different focus depending on whether they are linked in with

the functions of a tourism generating region (TGR) or tourism host region (THR), although

many will have a dual focus e.g. a hotel in Auckland will host visitors from another

generating region e.g. Asia, as well as guests generating from NZ due to fly out to another

host country for their holiday. For a NZ family holiday to Australia, the country of origin is

NZ therefore this is the generating region and the destination or host country will be

Australia. In addition there is the concept of transit region (TR) which covers the actual

travel i.e. plane trip between the countries.


How does tourism affect the economy?

Tourism is worldwide, service based and possibly one of the oldest industries in existence.

It is currently experiencing growth in NZ and therefore of extreme importance to this

economy, although the East Coast is presently developing on a smaller scale than other

regions. Supportive government policies have a direct influence on encouraging visitors

whilst increased visitor numbers increases the need for employees directly employed within

the five sectors, hence employment figures improve. It is important to note, however, that

many roles are indirectly linked e.g. painter contracted to paint the hotel. In addition, the

public also play a support role in the tourism industry e.g. friendly offer of help may

encourage a visitor to stay in an area longer hence spend more, and reap benefits e.g.

more tourists may result in a cleaner city.

Conclusion

Tourism is a service industry, creating things a visitor may use, experience or buy. There

are five sectors and all are focused on at least one of TGR, THR or TR. However, tourism

does link to all of the community and everyone benefits from its success. It is a growth

industry and is potentially highly lucrative and should be recognised and supported by

government and individuals alike, whether directly involved or not.

11


ICL Education Limited

Essay

Reasons for selection: The essay topic provides a good opportunity for learners to think about and express perceptions of management skills

12 © ICL Business School 469 Academic Skills for Business Studies

New Zealand Diploma in Business

Paper name and number: Academic Skills for Business Studies 469 Programme: D8 Programme Dates: 07 February 2012 – 11 May 2012 Assessment number: 1 Name of assessment: Assignment 1(Essay Writing)

Type of assessment: Individual

Marks: 30

Weighting of this assessment for total paper: 15%

Assessment Submission details:

Hard/Paper Copy Due: 4:45 pm Monday 5 March 2012

Hard/Paper Copy where: To reception

Electronic copy: To lecturer’s email address –

Late assignments will be penalised 10% per day excluding weekends. All assessments such as late assignments must be handed in to reception for date stamping and learner must advise the lecturer by email.

First Name: ______________________________

Family Name: ______________________________

Learner ID: ______________________________


Instructions:

1. As adult learners it is your responsibility to ensure you submit work on time. It is not an excuse for late submission of assignment that the printer was not working - print the assessment well before due date and time.

2. If an extension to the due date is required a learner must request this from the lecturer BEFORE the due date NOT on the due date. A medical certificate or other evidence is required to support an extension. If a learner is away sick on due date then they must submit a medical certificate with the assignment on return. NOTE: The medical certificate must state the day of the assessment’s due date.

3. Staple or attach your assessment answers firmly to your assessment question paper and complete other details like your ID number, name and signature.

4. Learners are required to keep an electronic copy of all completed assessments before they are handed in to be submitted with the assessment (see point 5)

5. Learners are required to submit an electronic copy of the assessment to the lecturer as well as a printed hard/paper original assessment to reception. Assessments submitted without electronic copies will not be marked.

6. Learners must ensure they complete the assessment receipt form, attach it to your assessment (if appropriate) and have reception staff sign it when handing in the assessment.

7. APA referencing style should be used to show the source of all information which is obtained in a source e.g. newspapers, web page, academic journal, article, any book or text book as well as any other internet source.

8. Do not copy any one else’s work and do not allow anyone to see your work (See point 9)

9. If COPYING or PLAGIARISM is identified, all learners will have to attend a disciplinary meeting. Plagiarism includes NOT just copying another learner work but includes copying from the internet or textbook without paraphrasing the words used. NOTE: ‘All learners’ means the learner who copies the assessment answers and the learner whose assessment answers were copied.


NOTE: This essay assessment covers NZDB 469 Academic Skills for Business Studies , prescription learning outcome 3a and 3b. LEARNING OUTCOME THREE Learners will follow academic conventions and create an original document through the process of planning, drafting and editing.

Key elements a) Create documents:

• planning • drafting • editing.

b) Apply academic conventions including citation and referencing:

• essay. The actual assessment allocates the marks as follows: LO3a. Create documents:

• planning 4 marks (2%) • drafting 4 marks (2%) • editing 2 marks (1%)

LO3b. Developing final essay 14 marks (7%) Citation and referencing (APA) 6 marks (3%) Total 30 marks weighted marks: 15%


Essay Topic

“Conceptual skills are more important than communication skills for

managers”. Argue for or against this statement with relevant information and

examples.

You are required to research this area and create an essay based on your own findings

about this issue. You might collect information from the internet, books, journals,

magazines, and newspapers. You are required to keep each page of your draft copy.

You need to research, analyse and modify your drafts. Your lecturer may suggest

improvement of your draft. Finally, submit the drafts along with the final essay. A

marking schedule is attached to guide the construction of your essay.

You are expected to submit a professionally presented word-processed

assignment. This includes:

a. A title page showing: ID number, name, lecturer’s name, and the title of the assignment.

b. Correct spelling and appropriate use of grammar.

c. Stapled or bound (no paper clips/plastic folders or plastic sleeves)

d. Line spacing no less than 1.5 and no greater than double.

e. Use font -Times New Roman and 12pt font size for the main text.

f. Acknowledgement of all sources of information using APA format and includes a detailed reference list.

g. Word count: 500-600 words (excluding reference list)


MARKING SCHEDULE (Total marks = 30 = weighted of final mark 15%)

Learning Outcome Topics to be assessed

Criteria Marks allocated

Your mark

Learning Outcome 3: Learners will follow academic conventions and create an original document through the process of planning, drafting and editing. LO3a. Create documents:

• planning • drafting • editing

Planning Planned format 4

Drafting Draft reflects planning and shows research

4

Editing Draft has been edited and shows corrections

2

LO3b. Apply academic conventions including citation and referencing:

• essay.

Writing of the essay

Introduction 2

Proposition in the introduction

2

A number of argument paragraphs, and correct use of grammar

3

Support statements in argument paragraphs

2

Logical representation of argument paragraphs

3

Conclusion 2

Citation and referencing (APA)

Includes a number of different sources of information that may cover webpages, books, magazines or any other sources (Two or more webpages from the same website are considered to be 1 source)

3

Correct form of citation and references included

3

Final Marks:

Late assignments will be penalized 10% per working day

Plagiarism check (check electronic copy submitted) Overall final mark (entered in enrolstar)

17


Manukau Institute of Technology

1 Portfolio task 3 (information gathering) 2 Portfolio task 2 (note taking) and task 4 (oral presentation)

Reasons for selection: 1 The information gathering assignment

assessing learning outcome 2 is challenging, interesting and appropriate for this paper. Learners are asked to research two companies and retrieve a variety of information relevant to them.

2 The integration of information generated from the note taking assessment (learning outcome 4) is used to inform the oral presentation (learning outcome 5)

18 © Manukau Institute of Technology 469 Academic Skills for Business Studies

Faculty of Business 183.404 Academic Skills for Business Studies

MARKING SCHEDULE FOR GATHERING INFORMATION – Assessment 3 Learning Outcome 2 – Select, Retrieve and Synthesise information in written form from a business text. Research - Telecom NZ Limited and Vodafone NZ Limited Due - 27 April 2012 at 1.00pm – NR Box 15

Marks

Company Information – www.companies.govt.nz Certificate of Incorporation for each company (Telecom & Vodafone)

1

History ( New Zealand) Date first operated in NZ and Location, and expansion to other areas – total no. of outlets NO COPY AND PASTE

2

Products/Service - list 6 main products and service for each company with price e.g broadband- $75.00 month and call waiting -$4.04 month. NO COPY AND PASTE

3

Financial Statement - Profit and Loss account for 5 years (2007-2011) – Telecom (Group) and Vodafone (consolidated)

5

Create a graph- profit/loss and compare Telecom with Vodafone in one graph. Show figures in the graph. (bar or line graph)

5

Blogs activities – create a blog on your findings and reply to another learner’s blog - related to the topic only.

1

Critical Thinking – discuss your findings – compare Telecom and Vodafone e.g. History, Products, Financial Statements, Graph and write a conclusion (2 marks each).

10

Reference List – APA - 3 references required.

3

Total Marks

30

Comments:


Faculty of Business 183.404 Academic Skills for Business Studies

NOTE TAKING ASSESSMENT – 19th AND 20th March 2012 Learning outcome 4 - Learners will take and use notes from lecture-type material on a business topic. Task 1 Lecture: Developing a business plan - 15 minutes. (5 marks) Task 2: You will use your notes to retrieve information for the oral presentation. (5 marks)

Instructions: 1. Identify ten key points from the lecture. (I mark each) 2. Write brief notes to explain each point.


Note taking – Marking schedule Video ( Lecture ) – Developing a Business Plan

1. Business Plan – outline of goals and objectives Provides infrastructure/systems Identify goals Structure

2. Elements of a business plan

Executive summary Operational plan Marketing plan Financial plan

3. Vision and mission statement – describing the objectives of the

business

4. Goals Measurable and quantifiable Relates to revenue targets Profitability targets Service level and costs If not achieved – find out why

5. SWOT Strengths – experience in the industry, infrastructure,

systems in place Weakness – employees with set skills Opportunities – good location, potential under utilized Threats – legislation- tax, difficulty securing staff

6. Marketing Important to get it right the first time

Identify your customers Communicate - unique selling point

7. Pricing Make profit

Product value – customers perception on price – value do not undercut price – focus on improving quality, service, and delivery Concentrate on the market – best value

8. Operations How to run business on a daily basis – include management structures, personal and staffing


Monitor and plan on-going basis

9. Finance Need to look into goals and targets – assessing the validity Identify cost structure and percentage structure Cash flow Bank loan Net profit, balance sheet, assets and liabilities Establishment costs

10. Cash flow Predict income – problem Look for existing benchmarks Operating costs – staff Research café’s profit/loss – government, university and business enterprise

11. Break even analysis Identify costs – full time staff and casual staff Fixed costs and variable costs

12. Executive Summary Business plan is important – banks and investors look at it first One page summary – usually 1st page in the plan Lists key skills Experienced management systems Strategy marketing Competitor advantage Operational issues Break even sales point


ORAL PRESENTATION ASSESSMENT Learning Outcome 5

Learners will create and Deliver a comprehensible oral presentation and respond to questions on a business topic.

Also integrated with learning outcome 4 Task B - use notes to retrieve information for a given task.

This assignment is marked out of 30 but is worth 20 marks

Presentation time allowed – 10 minutes and 2 minutes for questions. 20%

Please arrive 10 minutes before your presentation. Present your presentation on a PowerPoint. You could also use other forms of visual aids.

Individual Skills You must communicate your part of the presentation to the audience effectively. • You should make sure the audience understands the content and should hold the

audience’s attention. • Use sentences that are short and simple. • Use no jargon unless absolutely necessary. • Use correct pronunciation of words. • Use own words and do not read. • Use variety in your voice. • Do not rush and speak in a moderate speed. • Use linking words such as in contrast, however and therefore. • Use appropriate register for audience. • Use correct tense – past and present. • Use visual aids selectively • Ask questions when you complete your presentation. • Well presented. • Use appropriate body gestures

Faculty of Business Academic Skills for Business Studies


Individual Mark Oral Presentation – 20% Assessment No. 5 11 & 12 June 2012 Instructions: 10 minutes presentation & 2 minutes for questions

0 1 2

Not done Done adequately Well done

Learner Name: ____________________________ Topic:------------------------------------------------------------------------------------------------------------------ 0 1 2 Out

of

Your

Mark

SPOKEN LANGUAGE – 2 marks each Correct pronunciation Appropriate intonation- expressive Use own words – not read Speed – too slow or too fast

8

FLOW OF LANGUAGE – 2 marks each Use of linking words Use of paragraph links

4

RANGE AND ACCURACY OF LANGUAGE 2 marks each Range of vocabulary used Range of sentence structures Appropriate register for audience Correct tenses

8

CONTENT – 2 marks each Information was relevant Presentation was logically structured Team delivery matched structure Answered questions

8

Time Management – 10 minutes and 2 minutes for questions

2

Total Marks 30 20

Comments --------------------------------------------------------------------------------------------------------------------

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24

541 Fundamentals of Marketing

Bay of Plenty Polytechnic

1 Group assignment 2 Marketing plan assignment

Reasons for selection: 1 The peer assessment sheet for the

group assignment allows individual contributions to be fairly reviewed.

2 The mark schedule and marking guide provide clear guidance on weightings for each project component and how marks should be awarded.

25 © Bay of Plenty Polytechnic 541 Fundamentals of Marketing

NEW ZEALAND DIPLOMA IN BUSINESS

541 PRINCIPLES OF MARKETING

MARKETING PLAN ASSIGNMENT

Semester 1, 2012


541 PRINCIPLES OF MARKETING In pairs or in groups of no more than three you must decide on an appropriate product to market for your seminar. You can choose a product that is yet to be commercialised, for instance an idea or concept that one of your group members believes maybe viable in the future, or a product that you believe is poorly marketed, and needs a revised marketing strategy to bolster sales. You can choose a good or service but bear in mind that the 541 curriculum tends to lean towards the marketing of a more tangible offering. To ensure you are progressing with your seminar, I have allocated a certain amount of tutorial time for the setting up of groups and some group work time. Your group will make a presentation to your tutorial group. This is a 25 minute presentation (plus a five minute question and answer time) that discusses essentially how your group intends to market your chosen product. You will submit a 10 page written summary of your seminar (2500 word limit) at the start of your presentation. This eight page summary is essentially an abridged Marketing Plan which should highlight the major issues and ideas you believe are important to the marketing of your product. Marks will be deducted for groups exceeding the 10% leeway, word limit. More information on what is expected in your seminar is scheduled to be discussed in tutorials. It is important to realise there is an expectation that market research is evident and substantiated within your seminar. Groups will need to accurately research issues such as the macro-environment, potential size of target markets, competitive activities of other players in the industry, costings of marketing activities etc, to score maximum marks in this assessment. This research needs to be referenced appropriately in the summary. Getting Marketing Plan Help Remember, I am happy to see you, or your group at any stage during the semester so make an appointment at any time. Also I have scheduled a small amount of tutorial time to work on your seminars in groups, but largely you will have to use your own time outside of polytechnic study time to adequately complete this assessment. However do remember that the seminar aims to test your knowledge of marketing, not mine. Avoid bringing draft copies for pre-reading, rather bring specific queries you would like clarified. It is important that learners learn to take ownership of their ideas, and learn to trust and believe in, their own marketing knowledge. Group Peer Evaluation At the end of the project you have the option of completing a Group Peer Evaluation Form. This form only needs to be completed if you feel certain group members did more or less than others. More information will be given out on this evaluation in tutorial time.



Section Breakdown – A generic guide 1. Provides an Overview of the Offering

- What are you selling - Why did you choose it - What is the history of the product/brand - What variants does the product sold in etc

2. PESTED Analysis – Bullet Point Format is preferred

- Political - Economic - Socio-Cultural - Technological - Ecological - Demographic

issues are considered current issues or into the foreseeable future only key issues in Marketing Plan – appendix less important issues

3. Competitor Analysis - Bullet Point Format is preferred

- Identify the industry/product category your product is in - Identify direct competitors – if no direct than indirect competitors - Select two/three competitors - Discuss comparative pricing points etc - Conduct a Strengths/Weakness Analysis on each Competitor - only key Strengths/Weaknesses in Marketing Plan – appendix less important

issues 4. SWOT Analysis - Bullet Point Format is preferred

- Strengths - Weaknesses

o Identified/Justified o should be consistent with Competitor Analysis findings

- Opportunities - Threats

o current or into the foreseeable future o should be consistent with PESTED Analysis

- only key SWOT factors in Marketing Plan – appendix less important issues


541 PRINCIPLES OF MARKETING 5. Target Audiences Identified – Target market selection criteria justified

- Identify/profile primary target market(s)

o Who are they ie gender, age, occupation etc o Where are they ie NZ, BOP etc o Why do they buy ie key reason for purchase o Other characteristics ie purchase regularly, purchaser isn’t consumer etc

- Identify/profile secondary target market(s)

o Who are they ie gender, age, occupation etc o Where are they ie NZ, BOP etc o Why do they buy ie key reason for purchase o Other characteristics ie purchase regularly, purchaser isn’t consumer etc

6. Competitive Advantage

- Discuss/identify current SCA’s - Develop new possible SCA’s - Which SCA’s seem most important to Target Market

7. Positioning Strategy

- Identify which SCA’s most appropriate to position brand on - Identify possible positioning statement/slogan - Perceptual Map – Appendix - Price-point position etc

8. Marketing Objectives

- SMART Objectives - No more than three - Sales based objective v brand based objectives - Ensure objectives seem reasonable


541 PRINCIPLES OF MARKETING 9. Marketing Budget

- Annually, how much will be spent on marketing - For simplicity � promotion budget - Is this reasonable, given expected sales - Show build-up of budget

10. Product Strategy

- Product line ie different sizes, flavours etc - Branding Issues

o Strategy � Justify your rationale o Name� Justify your rationale o Logo� Justify your rationale

- Packaging/Labelling Issues � Justify your rationale - Other Product Issues?

11. Pricing Strategy

- What is recommended retail price� Justify your rationale - Pricing Structures

o Differing Prices � Differing Segments ie learners� Justify your rationale o Discounting Strategy� Justify your rationale

- Distributors price� Justify your rationale - Other Pricing Issues?

12. Distribution Strategy

- Where are you going to distribute� Justify your rationale - Which retailers would be used� Justify your rationale - Logistic distribution of product� Justify your rationale - Why will retailers want to sell your product� Justify your rationale - Other Distribution Issues?


541 PRINCIPLES OF MARKETING 13. Promotion Strategy

- Which Promotion tools used� Justify your rationale o Primary promotions o Secondary promotions

- Will Promotion costs be under budget set� Justify your rationale - How will integration of Promotion occur� Justify your rationale - Other Promotion Issues?

14. Controls Identified

- How will promotion campaign/marketing plan be monitored (KPI’s) - Contingency Plan ie Plan B strategy - Consistency with Objectives

______________________________________________________

Other Important Areas Market Research

- PESTED Analysis - Competitive Analysis - SWOT Analysis - Marketing Costs ie promotion costs - Other possibilities � Target market, positioning strategy etc - Note: Customer Market research is not critical for this level course

Written Summary

- 2500 words - plus/minus 10% - Brevity critical - Appendices, can and should be used - Websites, researched statistics etc should be referenced - 14 Sections required - A mixture of Sentence/Bullet Point Format is fine - Hand in Written Summary at presentation - One Written Summary per group



Concluding Comments 1 - Generic Guide

The section breakdown is not an exhaustive list of points you must address, rather they are there to act as prompts to get you thinking about various issues inside each section of the marketing plan.

Concluding Comments 2 – Marketing mix Strategy

Feel free to be as creative as you wish when you are recommending an appropriate marketing mix for your product. However you will see from the marking schedule there is a real emphasis on not only recommending an appropriate marketing mix for your product, but you must justify your rationale as to why you believe the recommended mix will help meet the marketing objectives set.



APPENDIX 1: MARKETING PLAN SEMINAR - MARK SCHEDULE

Poor Average Excellent

Content 95%

(Weighting)

Provides Overview of Offering (x.5) 0 1 2 3 4 5

PESTED Analysis (x3.5) 0 1 2 3 4 5

Competitor Analysis (x1) 0 1 2 3 4 5

SWOT Analysis (x2) 0 1 2 3 4 5

Target Audiences Identified (x4) 0 1 2 3 4 5

Competitive Advantage Identified (x2.5) 0 1 2 3 4 5

Positioning Strategy Developed (x3.5) 0 1 2 3 4 5

Marketing Objectives are Clear (x1) 0 1 2 3 4 5

Marketing Budget is Reasonable (x3) 0 1 2 3 4 5

Product Strategy (x3.5) 0 1 2 3 4 5

Pricing Strategy (x3.5) 0 1 2 3 4 5

Distribution Strategy (x3.5) 0 1 2 3 4 5

Promotion Strategy (x5) 0 1 2 3 4 5

Controls are Identified (x1) 0 1 2 3 4 5

Market Research Quality (x1) 0 1 2 3 4 5

Sundry 5%

Seminar started/ended on time (x.25) 0 1 2 3 4 5 Grooming & Personal Presentation (x.25) 0 1 2 3 4 5

Answers questions effectively (x.25) 0 1 2 3 4 5

Use of appropriate visual aids (x.25) 0 1 2 3 4 5

Written Summary - Quality (x.5) 0 1 2 3 4 5

Total Weightings (x40)

General Comments



541 Marketing Plan 1- Seminar Marking Guide

Inadequate/Incomplete Adequate/Sufficient Above Average/Excellent

CONTENT Significant improvement

Required Meets Standard but no More Goes beyond Required

Standard

1) Provides Overview (x.5) 0 1 2 3 4 5

of Offering Little if any introduction of product/brand Adequate introduction of product/brand Excellent introduction of product/brand Poor research, unsure of certain issues Some facts/history/issues left out Well informed, excellent research Hard to follow Able to follow Comprehensive, easy to follow

2a) PESTED Analysis (x3.5) 0 1 2 3 4 5

Poor Analysis, Areas not identified Most PESTED issues identified but lacked depth

Excellent Analysis, Comprehensive review

Little understanding of PESTED analysis demonstrated

Some PESTED issues overlooked

All areas identified and evaluated

Poorly researched Some research evident - reasonable analysis

Well researched and articulated

2b) Competitor Analysis (x1) 0 1 2 3 4 5

Obvious direct competitors omitted

Obvious direct competitors selected and reviewed adequately but lacked depth

All direct competitors selected

Poor analysis Met standard but no more Excellent Analysis and research

Little understanding demonstrated

Sufficient analysis Critical Analysis of all competitors

2c) SWOT Analysis (x2) 0 1 2 3 4 5

Poor Analysis

Adequate analysis but lacked depth Other SWOT issues need to be identified and analysed

All key SWOT factors identified

Areas omitted

Excellent analysis and research

Little understanding demonstrated

Critical Analysis of entire SWOT


3a) Target Audiences (x4) 0 1 2 3 4 5 Identified

Limited understanding of target segments Adequate understanding of target segments Excellent target segments found

No or limited research evident Some research evident Excellent research/profiling of segments

Hasn't applied segmentation theory Can apply segmentation theory Excellent application segmentation theory

3b)

Competitive Advantages Identified (x2.5) 0 1 2 3 4 5

Little if any understanding demonstrated Adequate competitive advantage developed Comprehensive review of competitive advantage

Few if any comp/advantages reviewed

Other possible comp/advantages omitted

Complete and well considered

3c)

Positioning Strategy Developed (x3.5) 0 1 2 3 4 5

Weak or no position developed

Reasonable effort, but a better positioning possible

Excellent strategy developed based on SCA

Strategy does not tie into competitive advantage

Doesn't maximise Comp/Advantage

Researched Perceptual maps developed

Hasn't applied positioning theory

Competently applied positioning theory

Excellent application of positioning theory

4a) Marketing Objectives (x1) 0 1 2 3 4 5

are Clear

No or limited objectives developed Objectives developed but not all are SMART 2 or 3 Specific, Measurable, Achievable, Relevant and Time Bound objectives set

Don't meet SMART criteria, "Pie in the sky" Objectives could be improved further Easily measurable

Not measurable in nature Could have measurability difficulties

4b) Marketing Budget (x3) 0 1 2 3 4 5

is Reasonable

No budget set, no budget theory followed Budget set, but not fully justified. Budget is fully justified and workable

Budget isn't justifiable against sales Requires more build up, isn't totally realistic

All associated costs are considered


5a) Product Strategy (x3.5) 0 1 2 3 4 5

An insufficient evaluation of product issues A sufficient evaluation of most product issues

A thorough evaluation of all product issues

Poor or incomplete or no product issues or recommendations made

Satisfactory understanding of product theory Excellent understanding of product theory

Product strategy rationales are inadequate Product strategy rationales are adequate but further justifications could be raised.

Product strategy rationales are excellent and justifications are very comprehensive.

5b) Pricing Strategy (x3.5) 0 1 2 3 4 5

An insufficient evaluation of pricing issues

A sufficient evaluation of most pricing issues

A thorough evaluation of all pricing issues

Limited understanding of pricing theory

Satisfactory understanding of pricing theory

Excellent understanding of pricing theory

Pricing rationales are inadequate

Pricing rationales are adequate

Pricing rationales are well considered

Don't make sense, poorly considered

Make reasonable sense

Make sound business sense

5c) Distribution Strategy (x3.5) 0 1 2 3 4 5

An insufficient evaluation of dist'n issues

A sufficient evaluation of most dist'n issues

A thorough evaluation of all dist'n issues

Limited understanding of distribution theory Dist'n rationales are inadequate

Satisfactory understanding of dist'n theory

Excellent understanding of dist'n theory

Dist'n rationales are adequate and make reasonable sense.

Don't make sense, are poorly considered

Dist'n rationales are well considered and make sound business sense.

5d) Promotion Strategy (x5) 0 1 2 3 4 5

An insufficient evaluation of promo issues A sufficient evaluation of most promo issues A thorough evaluation of all promo issues

Limited understanding of promotion theory Satisfactory understanding of promo theory Excellent understanding of promo theory

Promo rationales are inadequate, don't make sense, are poorly considered

Promo rationales are adequate and make reasonable sense

Promo rationales are well considered and make sound business sense.

6) Controls are Identified (x1) 0 1 2 3 4 5

Few if any controls highlighted - Controls do not relate to objectives set, KPI's are not specific, quantifiable

All or most objectives are monitored, but may need more specificity - KPI's identified should provide a degree of support

All marketing activities monitored and controlled effectively. Robust and specific KPI's identified - All objectives controlled


7) Market Research Quality (x1) 0 1 2 3 4 5

Little if any research completed.

Some research evident and referenced.

Marketing Plan shows a high degree of research and is well referenced

Marketing decisions made from a gut feel, with little substantiation

Some marketing decisions substantiated, yet others need more research

Key marketing decisions are substantiated

Better info required Some reasonable information sources

presented Excellent info sources presented

DELIVERY 8a) Seminar started and (x.25) 0 1 2 3 4 5

ended on time

Seminar went over/under time +/- 6 minutes Seminar went over/under time +/- 3 minutes Seminar was on time or was no more than

but less than +/- 6 minutes +/- 3 minutes over/under time

8b) Grooming & Personal (x.25) 0 1 2 3 4 5

Presentation

Little or no effort made with presentation Some effort made with personal presentation

All presenters have made an effort to dress professionally and appropriately

Sloppy and unprofessional dress standard

Some presenters made an effort while others did not

8c) Answers questions (x.25) 0 1 2 3 4 5

effectively

Low quality responses offered. Didn't address the questions directly

Some questions answered well, others less well

All responses well justified and well thought through. All answers addressed the questions asked

Some answers off base

Most answers on track Excellent responses

8d) Use of appropriate (x.25) 0 1 2 3 4 5

visual aids

Little or no visual support of presentation Sufficient visual support of presentation Excellent visual support of presentation

More visuals required More visuals would have enhanced learning Visuals have gone beyond the required level


8e) Written Summary (x.5) 0 1 2 3 4 5

Quality

Poor quality report, many spelling mistakes or referencing mistakes

Reasonable quality report, some spelling or referencing mistakes

High quality report, few if any spelling or referencing mistakes

Summary is below the level required of 500 level programme

Summary is on par with levels expected of a of 500 level programme

Summary is above the level required of 500 level programme

Total Weightings (x40)

39


Christchurch Polytechnic Institute of Technology

Case study

Reasons for selection: The case study provided detailed instructions for learners including marks available for each section, and local company website links to help guide learners and to support their learning.

40 © Christchurch Polytechnic Institute of Technology 541 Fundamentals of Marketing

Department of Business Bachelor of Applied Management New Zealand Diploma in Business AMIM541 Introduction to Marketing NZDB541 Fundamentals of Marketing

Assignment Two Case Study Semester 1, 2012 Occurrences 12A1, B1 and C1 Due date: Wednesday 9 May 2012 Time: 5.00pm Instructions: Throughout the assignment Hand in to the Department of Business drop box S block corridor Learner Name/ID ................................................................................................. CPIT and its faculty members reserve the right to use electronic means to detect and help prevent plagiarism. Learners agree that when submitting this assignment, it may be subject to submission for textual similarity review to Turnitin.com. Submissions received late will be subject to a penalty of 10% of the learner’s mark per working day. This assignment is worth 40% of the total marks for this course. This paper has sixty-two (62) pages including the cover sheet.


Assessment 2: Learning Outcomes: 4 This assignment is designed to assess the achievement of the following learning outcomes: Learning Outcome 4: Evaluate and recommend the marketing mix variables required for the

development of marketing strategies The following chapters of your text book cover this learning outcome: Chapters 8, 9 (if new product), 10, 11, 12, 13, 14. 1 Instructions:

Choose ONE organisation from the list of New Zealand businesses listed in Table A. Then select a product that your chosen organisation offers that you would like to learn more about. For example, organisation (Cadbury) - product (Moro Bar). You have been requested by the Marketing Manager of the New Zealand business that you selected to relate the theory of Marketing to the product of theirs that you chose. You are required to use outside sources to support the points you make in the discussion section of your report. This report requires the use of secondary data only . You are NOT to contact directly any representative of the business you selected to base your report on; instead the website of the business you are basing your report on has been provided for you to use as a resource. All outside sources including the website must be acknowledged using APA Referencing. Overall word count 2,200-2,500. The report should not exceed this. References are not included in the word count. Please provide the word count on the submitted assignment.

2 Report Format

Title Page Include the number and title of this paper, your name and I.D. number, the name of your tutor and an appropriate title for your report. Table of Contents This shows the sections of your report. It should include headings, sub headings and page numbers.


Executive Summary This is a summary of your whole report. It summarises the purpose of your report, methods used in collecting your data for the case study, findings, main conclusions and recommendations. This helps non expert readers to quickly grasp the significance of the report. As a general guideline it may represent up to 10% of the length of the report which would be 250 words. Only significant items of impact to the busy executive should be included in this section. Introduction Outlines the context, background and purpose of the report. Discussion In this section you should cover the marketing mix for your chosen product. Apply all relevant theory and strategies to your product/organisation. Chapters 8, 9 (if new product), 10, 11, 12, 13, 14 of your text book. As a guideline your discussion would include, but is not limited to discussing the following issues where relevant: (a) Product

1 Classify your product using a relevant product classification model.

2 Analyse your product using the “Three levels of product” model from your text book.

3 Discuss any services characteristics; if any; for your chosen product. Remember services are intangible components of a product.

4 Identify at what stage of the Product Lifecycle your product is at and discuss the

implications of this. (b) Pricing

1 Discuss what type of pricing approach you believe your chosen organisation is utilising. The two main approaches to pricing are; Value-Based and Cost-Based.

2 Identify what type of pricing strategy your organisation is utilising for your chosen product. For example are they utilising product-line pricing.

3 Discuss how your chosen product’s price positions the product in the market. For

example does its price position it as a high quality status conferring product?


(c) Placement

1 Discuss the characteristics of the type of placement/physical distribution strategy of your chosen organisation. For example is it an intensive distribution strategy involving making the product widely available through a range of intermediaries or is it a selective distribution strategy.

2 Discuss your chosen product’s marketing logistics network. This requires you to identify the various players involved in moving your chosen product from where it is made to where it is finally purchased by an end user.

(d) Promotions

1 Identify and explain the IMC elements/tools used by your chosen organisation for your chosen product.

For example do they utilise, advertising, public relations personal selling, sales promotions, and or direct/online marketing. 2 Discuss the message communicated to the market by your chosen organisation for

your chosen product by ONE form of media that they utilise. For example “The Warehouse” utilises television advertising with both an implicit message (voice track and printed message on screen) and an explicit message (imagery, emotions conveyed) – this is the content of the message. The explicit message is that “Everyone gets a bargain”, the implicit message is the happy, middle-class looking people in affluent surroundings.

Conclusion This section summarises the key findings from your discussion section and should not include any new material. Recommendations Based on the conclusion, evaluate and make your own recommendations about how to improve the marketing mix for your chosen product.


Table A Organisation

Website

Product

Icebreaker www.nz.icebreaker.com Outdoor Clothing Johnson & Johnson

www.jnjnz.co.nz Healthcare

Tip Top www.tiptop.co.nz Ice Cream

Pumpkin Patch www.pumpkinpatch.co.nz/Patch_info.cfm Apparels

2Degrees http://www.2degreesmobile.co.nz/home Telecommunications

Charlie’s www.charlies.co.nz Juice and Beverage

Anchor www.anchor.co.nz Dairy

Tui Brewery www.tui.co.nz Brewery

Sanitarium www.sanitarium.co.nz Health and dietary

Whittaker’s www.whittakers.co.nz Confectionary

Dell http://www.dell.co.nz/ Computing

Cookie Time www.cookietime.co.nz Cookies

The NZ Red Cross http://www.redcross.org.nz Humanitarian organisation

Air New Zealand www.airnewzealand.co.nz Travel

Griffin’s www.griffins.co.nz Biscuits

Wattie’s www.watties.co.nz Sauces, Seafood or Spread


Assessment 2 - Case Study Report Marking Schedule (40% of course marks) Case Study Report Title: _______________________________________________ Learner’s Name: _____________________________________________________ Learner’s ID No_______________________________________________________

Contents Marks Allocated

Your Marks

Executive Summary : Outlined the purpose of the report, methodology, findings, main conclusions and recommendations.

4

Introduction : • Purpose of report identified. • Brief description of the product chosen. • Background information of the organisation.

5

Discussion Section Product • Understanding of product theory demonstrated for this element. • Application of product marketing strategies to product

analysed. Price • Understanding of price theory demonstrated for this element. • Application of price marketing strategies to product analysed. Place • Understanding of place theory demonstrated for this element. • Application of place marketing strategies to product analysed. Promotion • Understanding of promotion theory demonstrated for this

element. • Application of promotion marketing strategies to product

analysed.

60

(15)

(15)

(15)

(15)

Conclusion: • Key findings from discussions are summarised.

10

Recommendations • Based on conclusion, learner evaluates and makes

recommendations or justifies the marketing mix elements discussed.

15

Presentation • Concise and precise content. • Spelling and grammar are correct. • Report format includes - title page, content page and pages

numbered.

4

Reference List • APA citation within text context accurate. • Reference list is accurate.

2

Total Marks out of 40% 100


Comments:

47


Eastern Institute of Technology

Marketing plan assignment mark schedule

Reasons for selection: The marketing plan assignment mark schedule provides good sample answers, a range of marks for a range of possible learner answers, plus a very detailed mark allocation for each question.

48 © Eastern Institute of Technology 541 Fundamentals of Marketing

Faculty of Applied Science, Business and Computing

541 FUNDAMENTALS OF MARKETING

MARKETING ANALYSIS

MARKING SCHEDULE Semester One 2012

DUE DATE WRITTEN ASSIGNMENT: Thursday, 17 th May, 8:15am

(Your organisation / brand choice must be posted to course WIKI for approval

by Monday, 2 nd April, 8:15am)

WEIGHTING: 30% of final grade

PURPOSE: To assess the working knowledge of fundamental marketing concepts

relevant to contemporary organisations TASK: Analyse an organisation and consumer brand (physical good or service) of your choice from the industry sectors listed on page 2 and answer all the questions. Demonstrate a working knowledge of fundamental marketing concepts in relation to your specific organisation and brand. This assignment must be your own individual effort.

SUMMARY OF MARKS: Question 1 Philosophy of marketing 5 marks

Question 2 Environmental factors 15 marks

Question 3 Information needed for marketing decision making 10 marks

Question 4 Buyer behaviour 20 marks

Question 5 Segmentation, targeting, positioning 25 marks

Question 6 Marketing objectives 5 marks

Question 7 Marketing strategies 20 marks

Max. 10 mark deducted for lack of correct APA referencing (max. 5 marks), not following

instructions, poor presentation, readability, spelling, word count +/- 10% (max. 5 marks)

TOTAL MARKS: 100 MARKS


Task & sample answer Marking guidelines based on content Range of marks Available marks

Full discussion / analysis, well

considered, clear, relevant, fully correct,

well researched

Adequate, but lacking clarity and relevance.

Partly incorrect. Limited evidence of

research.

Poorly answered, lacks clarity and

relevance. Evidence of research lacking.

1. Philosophy of marketing Total 5 marks

Briefly introduce your chosen organisation and consumer brand. Cadbury New Zealand, focus consumer brand is the range of Cadbury’s Blocks of Chocolate Describe two specific examples to illustrate the philosophy of marketing within your chosen organisation. Cadbury New Zealand aims to develop a range of products to satisfy their customers, achieve a competitive advantage and be successful as a business. Through market research Cadbury has identified that different consumers have different tastes and have therefore developed a wide range of different flavoured blocks of chocolate to meet the different tastes and satisfy the needs of a wider range of consumers. For example – Dairy Milk Block, Fruit & Nut Block, Bubbly Dark. Another example to illustrate Cadbury’s philosophy of marketing is the marketing communications Cadbury’s uses to inform consumers about their new products and create desire for them. For example the TV ads showing a happy Cadbury’s family enjoying the new Dairy Milk Mint Bubbly Block. Or the Cadbury website, which includes a ‘Cadbury World’ and provides information in a fun way.

Company & brand choice posted to WIKI by deadline Brief introduction of company & brand choice at the beginning of the assignment. Description of 2 specific e.g. to illustrate marketing philosophy

4

3 - 2

1 - 0

1 mark (0.5 for posting choice to

WIKI by the deadline + 0.5 for

clear intro of company and

brand choice in assignment)

2 marks per applied example

x 2 = 4 marks

2. Environmental factors Total 15 marks

a) Identify two internal environmental factors t hat impact your organisation’s marketing decisions. Analyse each factor identified and explain what impact each factor may have on marketing decisions. 1. Good marketing team. This is a key strength for Cadbury. The skilled marketing team helps the company identify opportunities in the marketing environment and then develop a marketing strategy to achieve a competitive advantage. Cadbury continually launches new exciting chocolate blocks to keep consumers interested and boost sales. 2. Strong brand. This is an important strength for Cadbury. Having a well known brand name, which is also an iconic New Zealand brand, ensures that the Cadbury brand is easily recognized and there is high brand awareness and high brand loyalty. Helps promote and market the products or launch new products (esp. if brand prominent on packaging/ in communications) Or

Two significant internal factors identified (Strength or weakness) and impact on marketing explained - company internal e.g. people, facilities, resources, brands, culture

6 5 - 3 2 - 0 3 marks per factor (1 for identification

of factor + 1 for identification if S

or W + 1 for impact)

x 2 = 6 marks


3. Cadbury’s manufacturing facilities. This is a potential weakness for Cadbury, as the facilities have not been modernized and therefore the manufacturing processes are not as efficient as they could be. This could potentially increase costs and lead to a loss of competitiveness. b) Identify two external environmental factors that impact your organisation’s marketing decisions. Analyse each factor identified and explain what impact each factor may have on marketing decisions. 1. Socio-cultural trend to healthy eating, which could lead to potential new consumer target markets. This is an opportunity for Cadbury. As there is a growing trend of people looking for healthier options Cadbury could take advantage of this opportunity by developing a new ‘healthier’ chocolate block (reduced fat and sugar) to target this market. 2. Whittaker’s launch of new chocolate blocks. This is a threat to Cadbury. Cadbury needs to be aware of what Whittaker’s is doing, as the company appears to be strengthening it’s brand awareness by launching new products and emphasizing NZ-made quality. Cadbury should promote that they are a iconic NZ family brand to reduce the threat from their key competitor. Or 3. New technology – growth of social media. This is an opportunity for Cadbury. Cadbury can embrace this new trend and build an attractive and interactive website, facebook and twitter presence. By interacting with consumers through social media Cadbury can build and strengthen their relationship with consumers and build brand loyalty. 4. New technology – growth of social media. This is a potential threat to Cadbury. If Cadbury does not use the new technological possibilities to communicate and engage with their target market then they might miss building a connection with consumers and strengthening brand loyalty. If the competitors use social media it could lead to Cadbury losing competitiveness/

Two significant external factors identified (Opportunities or threats) and impact on marketing explained – external e.g. customers, competitors, PESTE

6 5 - 3 2 - 0 3 marks per factor (1 for identification

of factor + 1 for identification if O

or T + 1 for impact)

x 2 = 6 marks

c) Describe one specific example that illustrates how your organization integrates ethics and social responsibility into its marketing activities. Cadbury has introduced a Fairtrade Certified™ Cadbury Dairy Milk block (quote or cite from website including correct referencing!). This illustrates that Cadbury takes its social responsibility seriously and has developed a chocolate, where the ingredients are sources from fair-trade producers. This promotes fair farming and trading practices, which is ethical. This will also increase Kiwi consumer awareness of Fairtrade . Cadbury New Zealand Managing Director Matthew Oldham says “Kiwis who choose Fairtrade Certified™ Cadbury Dairy Milk milk chocolate are not only treating themselves, but helping to do more good for producers in the developing world.” (correct APA referencing!)

One relevant societal / ethical issue described

3 2 1 - 0 3 marks


3. Information needed for marketing decision making Total 10 marks

Recommend two s pecific information sources that could help your company make marketing decisions for your specific consumer brand. Evaluate each information source and explain how the information will help make marketing decisions. 1. Consumer surveys, primary market research. It is important that Cadbury knows what the consumer’s needs and wants are to be able to satisfy them! By developing an online survey linked to the Cadbury website the marketing team can find out what customers think of Cadbury chocolate and what they would like from Cadburys. With this information the marketing team can then make changes to their marketing strategy to take the key findings into account. E.g. develop new chocolate block flavours. To evaluate this information source the following evaluation criteria are considered: Relevance: The information that would be generated by the survey would be relevant, as the questions could be developed to ask specific questions the company wants answered. Timeliness: The survey would be timely; as it is online it would provide immediate responses to the questions and could also be designed for a defined timeframe. Currency: The survey would provide up-to-date information and the current viewpoints of the customers. Accuracy: It would be important to ensure that the survey is designed to ensure the right people are surveyed and accurate information is collected. Cost effectiveness: An online survey is a relatively low-cost way of performing primary research. It is a cost effective way of generating valuable information direct from consumers and help make good and relevant marketing decisions.

Two specific, relevant information sources recommended. Evaluation of relevance, timeliness, currency, accuracy, cost effectiveness

10 9 - 5 4 - 0 5 marks per information source

(2 per recommendation +

3 for evaluation)

x 2 = 10 marks

4. Buyer behaviour Total 20 marks

a) Discuss the consumer decision -making process in relation to your chosen consumer brand. Illustrate each step of this process with a specific example of a consumer involved in the decision making process for your consumer brand. (Refer to Figure 4.2, page 135 of the course textbook for an applied example). Each step should be addressed, should be relevant to specific example. E.g. if brand loyal to Cadbury chocolate the consumer will not search for information about alternative brands or evaluate alternative brand choices. However may find out about new blocks available and look at packaging to find out more about the new blocks and then evaluate choices between the range of Cadbury’s blocks based on preference.

Five steps of consumer decision-making process applied to the specific consumer brand choice, with specific examples for chosen consumer brand. Five steps are: Problem recognition Information search Evaluation of alternatives Product choice Post-purchase evaluation

10 9 - 5 4 - 0 2 marks per step – applied specifically

x 5 = 10 marks


b) Identify and explain how one key factor from each of the following main influences could affect the consumer buying behavior for your chosen consumer brand: i) internal Perception – a consumer has the perception that Cadbury’s is the best tasting chocolate and is brand loyal. This will have a positive impact on their consumer buying behavior as they will always choose to buy Cadbury chocolate blocks when buying chocolate for the family. ii) external Culture – The consumer grew up in a family, where it was the culture eat chocolate as an after dinner treat. This will have a positive impact on the consumer buying behaviou r of Cadbury’s chocolate blocks as the consumer will regularly buy chocolate blocks for her family’s after dinner treat. iii) situational Time – the consumer is going to friends for dinner and said she would bring a desert. As she does not have the time to make a desert she decides to take chocolate. This will have a positive impact on the consumer buying behavior as the consumer chooses to take blocks of Cadbury’s new Dairy Milk Mousse chocolate for desert.

One key factor from each main influence identified and explained.

6 5 - 3 2 - 0 2 marks per factor (1 for factor + 1 for

explanation of impact on buyer

behaviour for specific product)

x 3 = 6 marks

c) Your company also targets business markets. Identify and explain two factors that would affect the business buying behaviour. 1. Consumer demand – Four Square supermarket sells Cadbury’s chocolate blocks to consumers. The consumer demand for Cadbury’s chocolate blocks will impact on the business buying behavior of Four Square ordering and purchasing the blocks from Cadburys. If consumer demand increases then Four square will need to increase the amount of chocolate blocks purchased from Cadbury to meet this demand and avoid having empty shelves. 2. Strong brand name – a local tourism company offering planned cycle tours wants to include a chocolate bar with the map they give to customers at the start of the tour. As they have a strong reputation for quality they don’t want to give their consumer’s a poor quality chocolate. They decide to source their chocolate blocks from Cadburys due to Cadbury’s reputation for great taste, consistent quality. Therefore Cadbury’s brand strength and reputation for quality has impacted the business decision to buy from Cadbury.

Two factors correctly identified and explained

4 3 - 2 1 - 0 2 marks per factor (1 mark for factor + 1 for explanation)

x 2 = 4 marks

5. Segmentation, targeting and positioning Total 25 marks

a) Examine the segmentation concept and the four broad categories of segmentation variables. Identify which specific segmentation variables are especially relevant for market segmentation of your chosen consumer brand.

Approach to brand’s segmentation and segmentation variable categories - demographic, geographic, psychographic & behavioural discussed. Specific relevant segmentation variables

8 7 - 4 3 - 0 2 marks for discussion of each

category of segmentation

variable (including


Cadbury has followed a concept of segmentation to maximize customer satisfaction and the company’s profitability. Cadbury has identified that by segmenting the total market into segments they can develop specific marketing mixes for each segment, which will better satisfy consumer needs. Cadbury has used segmentation variables to clearly segment the market. The broad categories of segmentation variables will be discussed and the relevant variables for Cadbury Chocolate blocks highlighted. Demographic – family life cycle: Cadbury targets families with children with their blocks. Blocks are designed to be large enough to share. - income: Cadbury’s targets mid income earner, as it is not a cheap, budget chocolate. The block is priced reasonably, but it is a treat product. Geographic – Cadbury’s has not used geographic segmentation as they do not target specific areas. Cadbury chocolate blocks are distributed throughout New Zealand. Psychographic – Cadbury’s segments using lifestyle – people, who like to include sweet treats into their diets; also activities – people, who like to spend time together with their family or friends and like to have fun and share sweet treats. Behavioural – Cadbury’s segments using benefit expectation – targeting consumers who want a high quality, smooth, tasty chocolate. Cadbury has also segmented according to differences in individual taste preferences – the wide range of blocks aims to satisfy many different tastes and preferences e.g. nut lovers would choose Cadbury Roasted Almond Block. Brand loyalty is also an important segmentation variable for Cadbury’s as they target loyal consumers with their new chocolate block flavours – aiming to offer loyal consumer’s something new to try. As the consumer is loyal to Cadbury they will be happy to try a new block as they know they can expect good quality and taste.

identified and explained. clear identification & explanation of

relevant variables)

x 4 = 8 marks

b) Clearly describe one specific target market that your specific brand has been developed to satisfy. This may be a current target market (based on your observation) or may be a recommendation for a new target market. Families with young children, mid- to high income level, family-oriented lifestyle, like to include sweet treats, value quality products, and brand loyal to Cadburys.

One key target market for your brand identified and described using segmentation variables – four variables identified

4 3 - 2 1 - 0 1 mark per variable description

x 4 = 4 marks

c) Evaluate the possible targeting strategies. Recommend a targeting strategy that you think would be most relevant for your chosen consumer brand and explain why. When evaluating the possible targeting strategies it quickly becomes obvious that only one targeting strategy is relevant for Cadbury’s chocolate blocks. The targeting strategy recommended is differentiated

Targeting strategies evaluated, relevant recommendation made.

6 5 - 3 2 - 0 2 marks for evaluation + 2 for

recommendation + 2 for explanation

= 6 marks


targeting. Though Cadbury’s targets are large target market with their chocolate blocks they have clearly identified that different segments of that market have different tastes and preferences (e.g. milk chocolate, dark chocolate, white chocolate); or even different needs for the chocolate blocks (basic blocks for an everyday family after dinner treat or a fancy block to take as a gift for someone e.g. Mousse blocks) therefore an undifferentiated approach is not the best strategy. A concentrated strategy is not followed as Cadbury has the resources to develop blocks to satisfy more than one segment’s needs and therefore following a concentrated strategy would be too limiting. Also while consumer’s clearly have individual tastes and preferences it is not feasible or profitable to offer each individual consumer specialized blocks therefore a customized strategy has not been followed. The differentiated strategy is recommended, as Cadbury has clearly identified different segments of the market and developed a range of blocks to better fulfill the different needs. Though the price of the different blocks is the same (block weights vary) and they are also distributed the same the product has been varied to better meet different tastes / needs. Cadbury also varies their communication to clearly target different segments (e.g. Family orientated Cadbury world ads; ads highlighting the ‘fancy’ new Mousse blocks, good enough to give as gifts. In this way Cadbury’s aims to achieve higher customer satisfaction and increase profits. d) Analyse the current positioning of your chosen consumer brand and use a perceptual map to illustrate your focus product’s positioning. Include at least two competing brands in your analysis. Based on your analysis comment on your brand’s positioning Relevant axes are chosen e.g. price (from low to high) / quality (from low to high) Relevant competitors for focus product e.g. Whittakers, Nestle Correct positioning in relation to competitors (best judgement) Comment explains what the map shows and high lights focus product’s position in relation to the competitors.

Perceptual map is correct: - map dimensions are relevant and properly placed (2), - focus product and 2 competitors are positioned correctly (3), - relevant comment (2)

7 6 - 3 2 - 0 1 mark for each correct map

dimension (ranging from high to low)

x2 + 1 mark for each

positioning on map x 3 + 2 marks for

explanation / comment = 7 marks

6. Marketing objectives Total 5 marks

Recommend a measurable marketing objective for your chosen organisation and explain how you will monitor and control this objective. Increase profitability of the Cadbury Chocolate block range by 5% by the end of 2012. ( needs to be SMART) It is important that the marketing objective is monitored and controlled to ensure that Cadbury’s is on track to achieving the objective. Profitability will be identified as a Key Performance Indicator (KPI) to help the team monitor and control the achievement of this. To be able to monitor the KPI the marketing team uses a marketing budget, which includes sales forecast and profit and loss calculations. This clearly sets out what the

A SMART objective recommended, monitoring & control of objective explained

5 4 - 2 1 - 0 2 marks for SMART objective +

3 marks for explanation

= 5 marks


planned marketing activities are and also includes detailed of the planned sales. If the sales forecasts are clearly identified marketing can monitor if they are being achieved or not, and also how profitability is being impacted. By identifying what the profitability of the block range is at the start of the year the company can monitor profitability over the year. It is then possible to take action to control this objective if achievement is not on track.

7. Marketing strategies Total 20 marks

a) Discuss how your brand’s product strategy - including specific product benefits, features/styling, branding, labeling and packaging - helps achieve a differential benefit for your brand. Product benefits: smooth, creamy chocolate of the highest quality. Wide range catering to many different tastes and preferences. Though chocolate block competitors may offer similar quality Cadbury has the widest range of choice and also introduces new block types / flavours more often. This is a differential benefit for Cadbury and they can satisfy more consumer by meeting a wider range of different tastes, as well as maintaining interest and excitement in the range due to new products. Features / styling: The blocks are designed to be shared and are made to be easily broken into smaller pieces. The Cadbury’s blocks have a unique design and are more convenient to share than the competitors. Branding: The Cadbury name, logo, colour purple are very important differential benefits, as Cadbury is an established, iconic brand in New Zealand. This brand is synonymous with high quality and good taste. The branding helps increase brand awareness and recognition. The Cadbury’s blocks are easily identified on the shelf in shops and consumers know they can trust and rely on Cadbury to give them a delicious chocolate experience. In addition the strong branding also enables Cadbury to easily launch new products under the brand, which is a clear differential benefit. Brand loyalty for Cadbury is very high and the consistent branding helps to maintain this loyalty over the competition. Labelling: The information on the product packaging is important, as it provides consumer the information that they need to make the purchase decision. Cadbury’s has clearly designed their labels to highlight the benefits to the consumer. In addition to all the legal requirements for food items Cadbury provides clear information, which provides the consumer with added value. The label is designed attractively (also to clearly attract the consumer and encourage purchase) and provides clear and detailed information about the type of block it is – pictures are also included to highlight the different flavours. Cadbury’s has developed ‘ Be Treatwise’ – which includes comprehensive nutritional information and daily intake requirement to help consumer’s make good decision. ‘Be Treatwise’ is unique to Cadbury and also highlights that Cadbury is socially responsible and wants to encourage a healthy approach to chocolate as a treat. This really adds value to Cadbury and differentiates

Product strategy discussed in relation to achieving a differential benefit for chosen brand. Comparison to competitor brands mentioned.

10 9 - 5 4 - 0 2 marks for each key area

discussed, with clear identification of advantage over the competition

x 5 = 10 marks


the product from competitor’s products that do not offer such comprehensive information. A further important differentiating factor is the Cadbury branding. This is prominent on the block labelling and includes the colour purple, logo, font type and ‘a glass and a half’ emblem. These features reinforce the trust consumers have in the product and confirms they have made a good choice. The company address, website and a consumer info phone number is printed to make it easy for consumers to get in touch with the company. Packaging: The chocolate blocks are packaged in cardboard. Cadbury is the only company in the mid-level, family chocolate market that offers this type of packaging. This type of packaging offers the consumer key benefits over the competitor’s products, which are packaged in foil covered by soft paper, or just plastic type wrapping. It is easier to store and also re-pack the chocolate if it is not all eaten at once. It protects the product and together with the silver foil ensures that a high quality is maintained. The packaging is also fully recyclable, which is an important feature for Cadbury, which strives to be environmentally aware. Furthermore it is an attractive, ‘high value’ packaging, which gives the consumer the impression of getting a quality product. This type of packaging, sort of a ‘box’ for the chocolate block, gives the impression of being a higher quality than competitor’s products in ‘ordinary’ packaging.

b) Recommend a pricing objective for your chosen brand. Explain how this pricing objective will help achieve the marketing objective recommended in question 6 above. The pricing objective recommended for the Cadbury block range is profit: to price the block range in 2012 to support the achievement of the profitability target, including quarterly pricing reviews to ensure the aimed profit increase is on track. By clearly aligning the pricing objective to the marketing objective of increasing profitability by 5% by the end of 2012 this will ensure that the pricing is set to support achievement of this goal. Price plays a crucial role in profitability and therefore it is important that the price objective supports the profitability objective.

Pricing objective recommended (SMART) and explained

4 3 - 2 1 - 0 2 marks for SMART objective + 2 marks for explanation of how helps achieve

marketing objective

= 4 marks

c) Compare the price of your chosen brand with a comparable competitor’s brand. Explain any price differences found and comment on the impact this might have on your target market. Cadbury Dairy Milk chocolate block, 200g = $ 3.65 Whittaker’s Creamy Milk block, 250g = $ 4.39 To be able to compare the price a price per 100g has been calculated: Cadbury costs $ 1.83/100g & Whittaker’s costs $1.76/100g. This is a comparison of the standard price as priced in Countdown supermarket of 21st May 2012.

Price comparison correct and price differences and impact explained

6 5 - 3 2 - 0 2 marks for correct comparison + 2

marks for explanation of differences + 2

marks for explanation of

impact on target market

= 6 marks


It is interesting to note that although at first glance it appears that the Whittaker’s block is more expensive in actual fact it is lower priced (as calculated per 100g) than the Cadbury’s block. The reason for this price difference could be because of the international brand status of Cadbury’s, which enables the brand to charge a higher price due to the strength of the brand. The price difference may also be due to the fact that the chocolate is not manufactured in NZ and the packaging may be more expensive. As the target market I have described above is brand loyal to Cadbury the price difference will not have an impact on them. As they are loyal to Cadbury and prefer the taste over any competitor’s chocolate they would chose the Cadbury block even if it was slightly more expensive. Therefore even if the customer did calculate the per100g price and note that Whittaker’s was slightly cheaper this would not alter their purchase decision for Cadbury chocolate block.

Deductions Max. minus 10 marks

Correct APA referencing missing, incorrect 0

Completely correct referencing (including

only very minimal incorrect details)

- 0.5 to - 2.5

Good attempt at referencing with in-line and reference list, but details of formatting

incorrect / lack of consistency or

attention to detail

- 3 to - 5

In-line or reference list incomplete or one part of the

referencing (either ref list or in-line)

missing (- 3); Some attempt at

referencing, incorrect format

(from -3 depending on severity)

up to minus 5 marks

Instructions not followed, poor presentation, readability, spelling, word count +/- 10%

0

Excellent presentation, instructions followed, readable with good language, grammar and spelling (only minimal incorrect

aspects), word count adhered to

- 0.5 to - 2.5

Good attempt; however obvious

faults in one or more area.

Poor readability (incl. bad spelling, lack of

correct grammar

- 3 to - 5

Poor effort over more than 3 areas, (from - 3 depending

on severity)

up to minus 5 marks

TOTAL MARKS 100 marks

WEIGHTED COURSE GRADE 30 %

58

606 Taxation

Wellington Institute of Technology and

Whitireia Community Polytechnic (co-produced)

Final exam – GST question

Reasons for selection: The question provides excellent coverage for applying the GST rules for supplies and adjustments.

59 © Wellington Institute of Technology and Whitireia Community Polytechnic 606 Taxation

New Zealand Diploma in Business

606 Taxation

Final Exam

Trimester Two, 2011

Course Weighting 50%

Instructions: 1. Read each question carefully. 2. Answer all questions. 3. Write your full name & learner id number on the answer booklet, worksheets, plus any

additional loose pages you use. 4. Commence each question on a separate page, but not part of a question 5. Allocate your time according to the marks available.

SUMMARY Marks Suggested time (mins)

Q1 Company Taxation 23 41 Q2 Fringe Benefit Tax (FBT) 30 54 Q3 Goods and Services Tax (GST) 30 54 Q4 Complying Trusts 4 7 Q5 Income 5 9 Q6 Entertainment deductions 8 15 TOTAL 100 180

Time Allowed: 3 Hours Plus 10 minutes reading time

During the reading time you may write notes on the examination paper but you may not commence writing in your answer book.


Question Three: Goods and Services Tax Total 30 Marks Sarah Pearce, a sole trader, operates a retail women’s fashion store. She is registered for GST on a six month invoice basis. She provides you with the following information in order for you to prepare her six month GST return for the period ended 30 September 2011:

$ Cash receipts banked Collections from cash sales and debtors 138,000 Internet sales (NZD)– overseas 15,000 Interest received (net) 700 Sale of office furniture – 1 September 2011 2,300 Wages subsidy - WINZ 3,450 Capital introduced - Sarah 5,000 Bank loan 10,000 Bad debt recovered 345 Insurance proceeds on damaged inventory 3,680 Cash payments made Rent of shop premises 13,800 Cash purchases and payments to suppliers 51,750 Net wages 23,000 PAYE 3,600 Motor Vehicle Expenses 2,875 Heat, light and power-business premises 2,530 Bank charges 620 Interest on loans 2,800 Legal expenses-arranging a loan 600 Legal expenses-debt collection 230 Income tax paid 8,000 Accountancy fees 2,300 Purchase of new office Furniture-deposit paid 1,000 Purchase of new computer-1 September 2011 4,600 Insurance-business contents premium 1,840 Hire purchase payments on office furniture 820 Drawings 20,000 Purchase of imported inventory (GST exclusive) 8,000 Rates on shop 1,725 Travel to Australia on business 2,700 Travel-local on business 1,150 Phone, faxes and postage 1,380 ACC premium 2,760

Note: All items above are GST inclusive, where applicable.


Question Three: Goods and Services Tax (Continued) Additional information:

• Opening and closing balances: 1.04.11 30.09.11 $ $ Debtors-local NZ 4,025 5,980 Accounts payable-purchases 2,300 3,450 Accounts payable-motor vehicle expenses 345 460 Stock 5,800 8,240

• During the period Sarah received an invoice from the customs department for the GST on the imported inventory. This was not paid until 10 October 2011. (Note: this was not included in accounts payable at 30.09.2011)

• Bad debts written off during the period amounted to $575. • A logbook kept for 90 consecutive days, taken after a business motor vehicle was

purchased on 2 December 2010, revealed 2,800 kilometres total travelling, of which 2,100 were for business trips. The purchase price was $32,200 (GST inclusive). The book value at 31 March 2011 was $24,500.

• The new office furniture was purchased on 1 September 2011 under a hire purchase agreement as follows: $ Invoice price (GST inclusive) 6,900 Less Deposit 1,000 Financed 5,900

Repayments are $164 a month over 3 years. • The computer has been used 40% of the time for personal reasons. • Sarah took goods for personal use costing $1,150 (sales price was $3,000) • Sarah traded fashion clothing, which cost her business $500, (GST inclusive), for

annual membership at her golf club, valued at $690, (GST inclusive). The sales price of the goods traded was $2,000.

• Sarah uses her private home for business purposes. The area set aside and used solely for business purposes is 10% of the total house area. Total house expenses for the six months ended 30 September 2011 were – rates $1,840, insurance $920, mortgage interest $3,200, and power, $1,380.

• All tax invoices are held or have been issued, where applicable. They all meet invoicing requirements.

Required:

3.1 Prepare the GST return form, attached, for the 6 month period ended 30

September 2011. Use the 24% method for private use of the motor vehicle and

one-off adjustment (computer and goods taken for own use).

27 marks


3.2 Sarah is considering changing to the payments basis of accounting for

GST. Explain whether she qualifies to do so, and the criteria required for a

registered person to be on the payments basis. Also give two advantages she will

have if she changes to the payments basis.

3 marks

Documents

2012 Semester 1 NZDipBus Examples of good assessment practice