Assessment Task 2: Marketing Report - Individual assessment

Assessment task 2 Marketing Report - Individual assessmentDue date/Assignment submission

Week 7 Word Count: 1800 wordsSubmit your assignment BOTH- Electronically via Moodle, AND- Hard copy in your tutorial class - EMAIL SUBMISSIONS WILL NOT BE ACCEPTED

Word limit/page limit 1800 words/ 6 pages (+/- 10%), plus references (Students are required to use theHarvard Referencing style)Type of assignment Individual assessment

Weighting 40% of the total marks for this subjectGrading criteria: Assignment specific grading criteria in the Subject Learning Guide

Intended Learning outcomes:

1Research and evaluate an existing business; defne its internal and external environments and identify a strategy to best align the business’s internal capabilities with its external opportunities.

2 Research, define and argue a business case to justify a new product.

5 Communicate effectively through structured written argument in a professional report format.

6 Search for, locate and evaluate discipline specifc information

Purpose andaims:This assessment is designed to apply the knowledge and skills developed by the students to evaluatingthe external and internal environment in which new product is to be realised and defining strategiesappropriate to its realisation. The business concept relates to a new product relevant to the companywhich forms the overarching focus of the learning activities of this section of the subject. In thisassignment, the student is expected to analyse the external and internal environments (SWOT),identify a relevant strategy (S-0, W-O etc.), identify and describe a target market, and develop asuitable new product for the company to introduce for this target market.

Description ofassessment:Each student will be expected to choose a company from the list of companies provided (see tablebelow). Each student is then required to conduct a SWOT analysis, identifying the internal strengthsand weaknesses and external opportunities and threats of the company. The goal of a SWOT analysis isto identify the critical factors that may afect your proposed business concept (or new product) andthen build on your strengths to reduce your weaknesses, exploit opportunities and avoid potentialthreats. Students are also expected Identify and describe using segmenting variables, one targetmarket being served by your company.

Students are required to use 3 types of resources in themarketing plan:

1. Industry reports2. Company reports3. Prescribed textbook

ReferenceList:Students are required to use the LTU referencing style and to list resources in alphabetical orderusing the LTU HarvardReferencing Style. More information at:h tt p : // w w w .li b .l a t r ob e . e du . au /r e f e r e n ci n g - t oo l / ha r v a rd

LIST OFCOMPANIES

CompanyName

Collins Foods Group (KFC andSizzler)

Competitive Foods Australia (has KFC in WA and NT, Hungry Jacks- nationwide)

Domino’s PizzaEnterprises

McDonald’s AustraliaHoldings

Quick Service Restaurants (Red Rooster, Chicken Treat, Oporto)

Retail Food Group Crust Pizza, Donut King, Brumby’s, Michel’s Patisserie etc

Retail Zoo Salsa’s and BoostJuice

Subway SystemsAustralia

Yum! Restaurants Australia (KFC and Pizza Hut)

Detailed Report Template

Activity Detail

Page #1. Executive Summary2. Introduction and

background to the company

Half a page executive summaryIntroduction to the task, definition, purpose and value of a SWOTanalysis for organizations.

Introduction to the company being analysed – including e.g. RELEVANT

1

3. SWOT table On one page, present the SWOT analysis in a table format, making sureto rank the elements in each of the SWOT dimensions.

2

4. Findingsa. Explanation of the

SWOT table

Students are required to provide an overview of their findings anddescribe their approach and choice of ranking.

3

5.

Recommendations a. Target market b. New product

descriptionc. Customer

value proposition

d. Justification of the choice of new product using at least one strategy

Identify and describe using segmenting variables, one target market being served by your company.

Describe your new product designed for your identified target market. Include the relevant marketing mix variables.

Explain the customer value provided by your new

product. Explain how their new product ‘fits’ with

the SWOT analysis bydescribing at least one strategy profile being addressed

4-6

6. References list andAppendices

Students are required to use the LTU Harvard Referencing style

7onward

s

APPROACHING THE INDIVIDUAL REPORT

Marketing Plan-Individual Written Report

Approaching the task:

What do you need to do? Look at the task words

Evaluate the external and internal environment in which the business concept (or new product) is to be realised

Define strategies appropriate to its realisation. The business concept relates to a new product relevant to the case which forms the overarching focus of the learning activities of this section of the subject.

Briefly analyse the external and internal environments (SWOT)

Identify a relevant strength, opportunity

Identify and describe a target market

Develop a suitable new product for the company to introduce for this target market.

Activity Ask yourself some questions Evaluate the external and internal environment in which the business concept (or new product) is to be realised

Being aware of the internal & external environment will help you to focus your product on what is needed.

Defne strategies appropriate to its realisation. The business concept relates to a new product relevant to the case which forms the overarching focus ofthe learning activities of this section of the subject.

What do you need to do to produce the product?

Briefly analyse the external and internal environments (SWOT)

Brainstorm all the factors that might help or harm your product

Identify a relevant strength, opportunity

Think about not just your product, but the marketinto which it will go. What does the market want or need?

Identify and describe a target market

How detailed is your description? The more closely you can identify your target consumer/s, the better

Develop a suitable new product for the company to introduce for this target market.

Brainstorm possibilities for a new product. Then combine all the above elements to clearly define the product

Detailed Grading Criteria

Grading Criteria Assessment Task 2: Individual Written Report (40%)

Criteria Excellent (A 80-100%)

Very Good (B 70-79%) Good (C 60-69%) Pass (D 50-59%) Fail (N 0-49%) Grade

Writing Clearly states the purpose, assertion, arguments and fndings of the report, and supports this with evidence in a sustained and logical fashion. Creates a template for creating the reportusing appropriate academic language and learning

Organises and orders ideas in a structured and sequenced fashion, aimed at making a central argument or assertion. Adopts a recognisabletemplate for creating thereport using appropriateacademic languageand learning conventions.

Contains many relevant ideas, and attempts to structure them in a coherent fashion using arecognisable template for creating the report usingappropriate academic languageand learning conventions.

Contains some relevant ideas, but is unable to relate them in an organised fashion in the report using appropriate academic language and learning conventions.

Contains little or nomeaningful information relatingto the task, and makes no attempt to produce an organised response to the task.

/15

Location, selection and use of information (evidence and citation)

Locates, evaluates andintegrates a range of relevant information (or data) into the construction of a response to the task, and uses the disciplinesanctioned Harvard Referencing Style at h tt p://www. li b. l a tro b e . e du. a u / refere n c in g -tool / h a rv a r d to citesources in a timely andappropriate fashion.

Locates and synthesises a range of relevant information (or data) to inform the response to the task, and uses the discipline sanctioned Harvard Referencing Style ath tt p://www. li b. l a tro b e . e du.au/refere n cin g- tool / h a rv a r d tocite sources in a timely and appropriate fashion.

Uses a range of prescribed information sources (or data) to inform the response to the task, and uses the discipline sanctioned Harvard Referencing Style ath tt p://www. li b. l a tro b e . e du.au/refere n cin g- tool / h a rv a r d tocite sources in a timely and appropriate fashion,but with some errors.

The response to the task relies upon a narrow or partially relevant selection of information sources (or very limited data), and uses the discipline sanctioned Harvard Referencing Styleat h tt p://www. li b. l a tro b e . e du.au/ refere n cin g-tool / h a rv a r d tocite sources in a timely andappropriate fashion, but

Irrelevant sources and data selected toinform the response to the task, or used inappropriately, withlittle or no attribution.

/10

Consider assumptions and formulate recommendations/ strategies

Demonstrates capability to apply theexternal and internal analyses using marketing concepts. The report’s components have been brought togetherlogically and creatively, persuasively justifyingrecommendations or strategies presented.

Demonstrates in-depthknowledge of external and internal analyses using marketing concepts that are explicitly integrated into a report.The report’s components havebeen bought together to logically justify recommendations or strategies presented.

Demonstrates adequate knowledge of external and internal analyses and attempts to formulate a coherently integrated report to justify recommendations or strategies.

Limited knowledge of external and internal analyses and little attempt to justify recommendations or strategies.

Unable to demonstrate knowledge of external and internal analyses oremploy them to formulate recommendations or strategies.

/15

COMMENTS /40