Assessment Task 2: Marketing Report - Individual assessment (La Trobe)

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Assessment task 2	Marketing Report - Individual assessment
Due date/ Assignment submission	Week 6 Word Count: 1800 words Submit 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 the Harvard Referencing style)
Type of assignment	Individual assessment
Weighting	40% of the total marks for this subject
Grading criteria:	Assignment specific grading criteria –Refer to last page in this document

Intended Learning outcomes:

1	Research and evaluate an existing business; define 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 specific information

Purpose and aims:

This assessment is designed to apply the knowledge and skills developed by the students to evaluating the external and internal environment in which new product is to be realised and defining strategies appropriate to its realisation. The business concept relates to a new product relevant to the company which forms the overarching focus of the learning activities of this section of the subject. In this assignment, 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 a suitable new product for the company to introduce for this target market.

Description of assessment:

Each student will be expected to choose a company from the list of companies provided (see table below choices are not limited to the list provided). Each student is then required to conduct a SWOT analysis, identifying the internal strengths and weaknesses and external opportunities and threats of the company. The goal of a SWOT analysis is to identify the critical factors that may affect your proposed business concept (or new product) and then build on your strengths to reduce your weaknesses, exploit opportunities and avoid potential threats. Students are also expected Identify and describe using segmenting variables, one target market being served by your company.

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

1. Industry reports

2. Company reports

3. Prescribed textbook

Reference List:

Students are required to use the LTU referencing style and to list resources in alphabetical order using the LTU Harvard

Referencing  Style. More information at: http://www.lib.latrobe.edu.au/referencing-tool/harvard

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LIST OF COMPANIES

Company Name

Collins Foods Group (KFC and Sizzler)

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

Domino’s Pizza Enterprises

McDonald’s Australia Holdings

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 Boost Juice

Subway Systems Australia

Yum! Restaurants Australia (KFC and Pizza Hut)

Detailed Report Template

Activity	Detail	Page #
1.     Executive Summary 2.    Introduction and background to the company	Half a page executive summary Introduction to the task, definition, purpose and value of a SWOT analysis for organizations. Introduction to the company being analysed – including e.g. RELEVANT history, current market, product lines etc	1
3.     SWOT table	On one page, present the SWOT analysis in a table format, making sure to rank the elements in each of the SWOT dimensions.	2
4.     Findings a. Explanation of the SWOT table	Students are required to provide an overview of their findings and describe their approach and choice of ranking.	3
5.     Recommendations a. Target market b. New product description c.  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 by describing at least one strategy profile being addressed (e.g. S-O, W-O etc.)	4-6
6.     References list and Appendices	Students are required to use the LTU Harvard Referencing style	7 onwards

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.
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.	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 market into 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 findings of the report, and supports this with evidence in a sustained and logical fashion. Creates a template for creating the report using appropriate academic language and learning conventions.	Organises and orders ideas in a structured and sequenced fashion, aimed at making a central argument or assertion. Adopts a recognisable template for creating the report using appropriate academic language and learning conventions.	Contains many relevant ideas, and attempts to structure them in a coherent fashion using a recognisable template for creating the report using appropriate academic language and 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 no meaningful information relating to 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 and integrates a range of relevant information (or data) into the construction of a response to the task, and uses the discipline sanctioned Harvard Referencing Style at http://www.lib.latrobe.edu. au/referencing- tool/harvard to cite sources in a timely and appropriate 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 at http://www.lib.latrobe.edu.au/ referencing-tool/harvard to cite 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 at http://www.lib.latrobe.edu.au/ referencing-tool/harvard to cite 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 Style at http://www.lib.latrobe.edu.au/ referencing-tool/harvard to cite sources in a timely and appropriate fashion, but with some errors	Irrelevant sources and data selected to inform the response to the task, or used inappropriately, with little or no attribution.	/10
Consider assumptions and formulate recommendations/ strategies	Demonstrates capability to apply the external and internal analyses using marketing concepts. The report’s components have been brought together logically and creatively, persuasively justifying recommendations or strategies presented.	Demonstrates in-depth knowledge of external and internal analyses using marketing concepts that are explicitly integrated into a report. The report’s components have been 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 or employ them to formulate recommendations or strategies.	/15
COMMENTS                                                                                                                                                                                                                                                                                                                                                                                                                                                          /40

 Assessment Task 2: Marketing Report - Individual assessment

Assessment task 2	Marketing Report - Individual assessment
Due date/ Assignment submission	Week 6 Word Count: 1800 words Submit 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 the Harvard Referencing style)
Type of assignment	Individual assessment
Weighting	40% of the total marks for this subject
Grading criteria:	Assignment specific grading criteria –Refer to last page in this document

Intended Learning outcomes:

1	Research and evaluate an existing business; define 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 specific information

Purpose and aims:

This assessment is designed to apply the knowledge and skills developed by the students to evaluating the external and internal environment in which new product is to be realised and defining strategies appropriate to its realisation. The business concept relates to a new product relevant to the company which forms the overarching focus of the learning activities of this section of the subject. In this assignment, 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 a suitable new product for the company to introduce for this target market.

Description of assessment:

Each student will be expected to choose a company from the list of companies provided (see table below choices are not limited to the list provided). Each student is then required to conduct a SWOT analysis, identifying the internal strengths and weaknesses and external opportunities and threats of the company. The goal of a SWOT analysis is to identify the critical factors that may affect your proposed business concept (or new product) and then build on your strengths to reduce your weaknesses, exploit opportunities and avoid potential threats. Students are also expected Identify and describe using segmenting variables, one target market being served by your company.

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

1. Industry reports

2. Company reports

3. Prescribed textbook

Reference List:

Students are required to use the LTU referencing style and to list resources in alphabetical order using the LTU Harvard

Referencing  Style. More information at: http://www.lib.latrobe.edu.au/referencing-tool/harvard

LIST OF COMPANIES

Company Name

Collins Foods Group (KFC and Sizzler)

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

Domino’s Pizza Enterprises

McDonald’s Australia Holdings

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 Boost Juice

Subway Systems Australia

Yum! Restaurants Australia (KFC and Pizza Hut)

Detailed Report Template

Activity	Detail	Page #
1.     Executive Summary 2.    Introduction and background to the company	Half a page executive summary Introduction to the task, definition, purpose and value of a SWOT analysis for organizations. Introduction to the company being analysed – including e.g. RELEVANT history, current market, product lines etc	1
3.     SWOT table	On one page, present the SWOT analysis in a table format, making sure to rank the elements in each of the SWOT dimensions.	2
4.     Findings a. Explanation of the SWOT table	Students are required to provide an overview of their findings and describe their approach and choice of ranking.	3
5.     Recommendations a. Target market b. New product description c.  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 by describing at least one strategy profile being addressed (e.g. S-O, W-O etc.)	4-6
6.     References list and Appendices	Students are required to use the LTU Harvard Referencing style	7 onwards

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)

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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.
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.	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 market into 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 findings of the report, and supports this with evidence in a sustained and logical fashion. Creates a template for creating the report using appropriate academic language and learning conventions.	Organises and orders ideas in a structured and sequenced fashion, aimed at making a central argument or assertion. Adopts a recognisable template for creating the report using appropriate academic language and learning conventions.	Contains many relevant ideas, and attempts to structure them in a coherent fashion using a recognisable template for creating the report using appropriate academic language and 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 no meaningful information relating to 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 and integrates a range of relevant information (or data) into the construction of a response to the task, and uses the discipline sanctioned Harvard Referencing Style at http://www.lib.latrobe.edu. au/referencing- tool/harvard to cite sources in a timely and appropriate 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 at http://www.lib.latrobe.edu.au/ referencing-tool/harvard to cite 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 at http://www.lib.latrobe.edu.au/ referencing-tool/harvard to cite 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 Style at http://www.lib.latrobe.edu.au/ referencing-tool/harvard to cite sources in a timely and appropriate fashion, but with some errors	Irrelevant sources and data selected to inform the response to the task, or used inappropriately, with little or no attribution.	/10
Consider assumptions and formulate recommendations/ strategies	Demonstrates capability to apply the external and internal analyses using marketing concepts. The report’s components have been brought together logically and creatively, persuasively justifying recommendations or strategies presented.	Demonstrates in-depth knowledge of external and internal analyses using marketing concepts that are explicitly integrated into a report. The report’s components have been 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 or employ them to formulate recommendations or strategies.	/15
COMMENTS                                                                                                                                                                                                                                                                                                                                                                                                                                                          /40

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