This assignment has several purposes. It requires you to:
1. Research factual information to collect data
2. apply marketing theories to the activities of a specific organization identified through
the collected data;
3. work collaboratively with others to challenge and develop ideas;
4. Prepare a formal written report.
Instructions:
In groups of no more than 5 students – Using one of the companies/ products/ brands we
have used in Tutorial Learning Activities, evaluate and analyse the marketing situation.
Choose one of the following companies / brands: HelloFresh, McCafe, City Beach,
Contiki, Johnnie Walker, Vinomofo, Amazon Alexa, or Ford Ranger. Then pick a product
line product category within your groups. This product line cannot be the same product
line chosen by any of the group members for their individual assessment. Research the
required information to complete the sections of the report as outlined below. Follow
the rubric at the end of this document as a guide to your headings. Use a numbering
system for headings.
• Title Page – indicating company/product/brand name AND includes names and student
numbers of group members
• Executive Summary – It is advisable to write this last as it is a synopsis of the main
findings of the report including the conclusion and recommendations. It is not included
in the word count; however, should not be longer than one page & fit for purpose. It
should be written in past tense.
• Table of Contents – Should outline all headings, subheadings and the corresponding
page numbers. It is not included in word count. Use WORD auto construct for this; you
will however need to first format all the headings and subheadings in appropriate ‘list’
format.
1. Introduction – It is advisable to write this just before the executive summary as it
overviews each of the areas included in the report. Use future tense in your language,
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e.g. “This report will…” Remember it should not include the conclusion. The purpose is
to introduce the organisation, the chosen product line and then finally the report
elements and structure. You may want to define the scope of the report here.
2. Market/Customer Situation: Present information about the target market/s, size
and growth. Present relevant customer information for example target customer
description and consumer behaviour issues.
2.1.Industry and market/product they compete in. Trends in this area. Use industry
reports to identify the relevant data and associated trends.
2.2.Target Markets – use STP theory to discuss the segmentation variables used, and
what is the segments size, its growth and attractiveness; marketing &
positioning strategy used by the company, etc.
2.3.Consumer behaviour issues – The discussion should include motivation,
influencers, buyer decision-making process, consumer behaviour factors that
influence the decision making process.
3. Marketing Mix Situation – What is the marketing mix, why is it used – use the theory
to state the purpose and importance. Overall describe how their marketing mix
provides value (how benefits outweighing costs).
1. Product – 3 levels of a product and market offering in terms of goods, service,
experience, ideas; what needs/wants/demands are fulfilled by this market
offering. What type of product is it, convenience, shopping, luxury or unsought?
2. Price – Analyse the pricing strategy; cost-based, competition-based, valuebased etc.; discuss the price ceiling/price floor and include assumptions about
elasticity of demand in your evaluation, unless you have direct evidence about
this.
3. Place – is the process of making the product available to the customer. Can
include physical locations where the product is sold; the distribution channels
used; is it traditional or a VMN? Also consider logistics and how the product is
handled. If a product on a shelf, consider micro locations within the store and
on shelves and how this influences sales.
4. Promotion – What is the strategy, message & positioning? Does it use an IMC
program? What forms/types/methods of promotion are used?
2
5. People – staff interactions with customers and how these influence the 4
service characteristics of inseparability, variability, perishability and
intangibility; level of involvement in delivering the market offering.
6. Process – Evaluate the level of satisfaction (Satisfaction = Expectations –
Delivery), the “moments of truth”. High or low level of involvement?
7. Physical Evidence – tangibility aspects that help customer determine the level
of quality of the service delivery; it may include positioning and perceptions
that influence the consumer.
4.0 Competitive Situation – Identify two direct competitors and one indirect competitor
and compare and contrast with the chosen company and the product line. Comparison can
be based on size, strategy, market share, product quality and other considerations that
indicate their intentions and behaviours. A table format to present the information is
useful here, but you will need to provide clear analysis and evaluation of the information
in paragraph format.
1. Point of Difference
2. Point of Parity (similarity)
5.0 Macro-environment – give a brief summary of broad trends that bear on the product
line’s future.
3.1.Demographic trends and its impact on current or potential target markets
3.2.Economic trends and its impact on how and what customer spend, and its
effect on sales and the company
3.3.Natural trends – natural forces/disasters, shortages of raw materials, impact
of company on the environment
3.4.Political trends – laws, regulations, stability, government interventions,
barriers to entry/exit etc.
3.5.Technological trends – new technologies that can/do affect how the
company operates in any way (e.g. online banking, manufacturing
technologies, security, social media etc…)
3.6.Cultural/social trends – forces that affect how consumers are influenced by
society and culture. Include Consumer behaviour theories here (e.g.
reference groups, perceptions)
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6. SWOT Analysis: No new information here – it should only be a synthesis of the
situation analysis with justification through research or theory. You may present this
information in a SWOT table, however it is required that you discuss the important
issues to establish logical linkages and inform future marketing strategy. Outline the
critical issues and how these will be managed in the company’s upcoming marketing
plan.
7. Conclusion and Recommendations: Reiterate the main aspects of the report as a
summary. Provide a rationale for the recommendations using theory (justify how it
will provide competitive advantage or create value for customers).
8. Reference List in APA format – only use credible sources of information. Start on a
new page. Avoid using sources such as Wikipedia, Investopedia, Tutor2u, Slideshare,
non-company operated blogs, or other student assignments etc. If in doubt, refer to
the referencing guide on the library webpage – not included in word count
9. Appendices (if needed) – not included in word count
• Word Limit: 5000 words (+ – 10%), Report Format.
• Submit to TNTN: Name the file being submitted as
Tablenumber_Sessionday_Sessiontime e.g.: Table01_Mon_5pm
We are looking for your ability to explain things both in theoretical terms and through
practical application of the theory to the particular case.
This is not a data gathering exercise; hence, we are not evaluating your capacity to
gather data about the company/ business. However, researching the information is
essential; hence, where access to available data about the organisation is limited, you
may make assumptions where practicable. Please state any assumptions you make.
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Criteria Fail Pass Credit Distinction High
Distinction
Weig
hting
%
Executive
Summary
Summarises
the whole
report – is
not an
introductio
n. Approx.
350 words
or no
longer than
a page in
length (not
counted in
word
count).
Minimal or
no
evidence is
demonstra
ted:
The
Executive
Summary is
missing or
does not
meet its
purpose for
its intended
audience.
Some
evidence is
demonstrate
d:
The summary
information
provided
does not
align to the
report,
information
and structure
is missing or
inaccurate.
Adequate
Evidence
is
demonstrated
:
Executive
Summary
summarises
the majority
of the report.
Several errors
may be
evident.
The summary
is the
prescribed
length, but
could be more
accurate and
comprehensiv
e.
The summary
has required
detail
completed so
as to interest
the reader.
Thorough
evidence is
demonstrated
:
Executive
Summary
clearly
summarises
the entire
report.
Minimal errors
may be
evident.
The summary
is concise
(prescribed
length) and
accurate.
The summary
has enough
detail
completed so
as to enhance
reader
situational
familiarity.
Excellent
evidence is
demonstrate
d:
Executive
Summary
includes an
effective
overview of
each element
of the
report.
The summary
is concise
(prescribed
length),
accurate and
comprehensi
ve.
The summary
has all detail
completed so
as to
enhance
reader
interest
3
5
Introductio
n
Brief
introductio
n to the
organizatio
n,
Not
attempted
Some
attempt at
introduction.
Lack of
overriding
topic
sentence or
otherwise
incomplete.
Other
sentences
within
introduction
do not cover
all of report.
Evidence of
grammatical,
punctuation
and/ or
spelling
errors.
Introduction
uses clear
topic sentence
first which
covers most of
the report.
Other
sentences
cover most
elements of
the report
Some
punctuation
and
grammatical
errors may be
evident.
Uses clear
topic sentence
that covers
report
adequately.
Other
sentences
cover all
aspects of
report.
Possible minor
grammatical,
punctuation
and / or
spelling errors
evident.
Clear
evidence of
summary
topic
sentence. All
other
sentences
clearly
outline each
aspect of the
report.
Evidence of
high level
linguistic
ability.
Punctuation
where
relevant is
used skilfully
and
correctly.
Free of
grammatical
and spelling
errors.
5
Market &
Customer
Situation
Target
markets
identified,
size and
growth
trends from
past years
The
information
is
inaccurate
or elements
are missing.
Insufficient
information
to inform
evaluation.
Adequate
information
on target
markets
provided
although not
sufficiently
comprehensiv
e to inform
understandin
g of possible
impact on
marketing
strategy.
Some errors
may be
evident.
Good
information on
target markets
provided.
There may be
some
omissions of
key areas not
adequately
explained.
Sufficiently
comprehensiv
e to inform
understanding
of possible
impact on
marketing
strategy. Few
errors evident.
Concise
information on
target markets
provided. No
omissions of
key areas and
most
adequately
explained.
Comprehensiv
e treatment
which informs
understanding
of impact on
marketing
strategy. No
errors evident.
Very high
standard of
accuracy and
succinctness
in
presentation
of
information.
Evidence of
higher level
linkages to
marketing
strategy.
Error free.
20
6
Marketing
Mix
Situation
Nature of
the
product,
pricing,
promotion,
distribution
and supply,
processes,
physical
attributes
of delivery
(if service),
strategy
The
information
is
inaccurate
or elements
are missing.
Insufficient
information
to inform
evaluation.
Adequate
information
on marketing
mix situation
provided
although not
sufficiently
comprehensiv
e to inform
understandin
g of possible
links with
other mix
elements.
Some errors
may be
evident.
Satisfactory
information on
marketing mix
situation
provided.
There may be
some
omissions of
key areas not
adequately
explained.
Sufficiently
comprehensiv
e to inform
understanding
of possible
links with
other mix
elements. Few
errors evident.
Concise
information on
marketing mix
situation
provided. No
omissions of
key areas and
most
adequately
explained.
Comprehensiv
e treatment
which informs
understanding
of links with
other mix
elements. No
errors evident.
Very high
standard of
accuracy and
succinctness
in
presentation
of
information.
Evidence of
higher-level
linkages
between
elements.
Error free.
20
Competitor
Situation
Identify
and
describe
major
competitor
s.
Not
attempted,
very
inaccurate
or too
brief.
Introduces
and describes
details of the
competitors’,
identified
markets and
marketing
mixes to the
reader with
minimal
errors.
Introduces and
describes the
competitor’s
markets,
marketing mix
and minimally
compares and
contrasts
competitors.
Little use of
marketing
models,
mainly
descriptive.
Introduces the
details of
competitors’
markets and
marketing
mixes
completely
and in a
concise
manner. Good
comparison
between
competitors.
Use of
marketing
models to
analyse and
link to
customer
perceived
value.
Introduces
the
competitors’
marketing
situations
accurately
and
succinctly,
enhancing
the report’s
impact. The
reader has
specific
details of the
organisation,
identified
markets and
marketing
mix.
Excellent use
of marketing
models to
illustrate
competitor
comparisons.
20
7
Macro
Environme
ntal
Situation
Broad
trends that
bear on the
‘product’.
Not
attempted
or very
inaccurate
or too
brief.
Introduces
and describes
elements of
the
environment
to the reader
with some
errors.
Introduces and
describes
elements of
the
environment
to the reader
with minimal
errors. Some
supporting use
of models to
provide
rationale for
inclusion.
Introduces
details of
elements of
the
environment
to the reader
and in a
concise
manner. Good
use of
marketing
models to
analyse
importance to
situation.
Introduces
details of
elements of
the
environment
to the reader
accurately
and
succinctly,
enhancing
the report’s
impact.
Excellent use
of marketing
models to
illustrate and
argue
importance.
20
SWOT
Summarise
the key
issues.
Poorly
attempted,
difficult to
understand
or not
included.
Some
attempt to
pull together
and
synthesize
key issues.
However,
omissions
evident.
Satisfactory
attempt to
summarise the
key issues.
Some
omissions of
weighting or
importance to
analysis.
Good summary
of key issues
with some
attempt at
justification of
relevance to
company
situation.
Very good
summary of
key issues,
concisely put
with sound
rationale for
inclusion,
5
Conclusion
and
Recommen
dations
Not
included or
minimal, no
justificatio
n provided.
Recommenda
tions
included
The conclusion
unifies the
report
reiterating the
main issues.
Satisfactory
identification
of some
recommendati
ons with
adequate
justification.
The conclusion
unifies the
report
reiterating the
main issues
well.
The
conclusion
unifies the
report
reiterating
the main
issues and is
very
succinct.
Very good
recommenda
tions linked
to prior
analysis.
Uses
marketing
theory to
justify.
5
8
Report
Format
Suitable
structure
and
headings
The report
is
inconsistent
in structure
which
impedes
the
interpretati
on and
unity of the
report for
the reader.
The
analysis
does not
follow a
logical or
organised
structure.
The report
reflects
minimal
structure
flaws.
Information
has been
organised to
convey
meaning to
the reader.
Titles/
Subtitles are
included.
The report
reflects
consistent
structure.
Information is
organised and
sequenced to
convey the
intended
meaning to
the reader
Titles/
Subtitles are
organised and
included to
assist reading.
The report is
well
structured.
Information is
logically
organised and
sequenced to
convey the
intended
meaning to the
reader
allowing ease
of reading.
The Titles/
Subtitles
chosen
influence the
report’s
consistency.
The report is
very well
structured.
Information
is very well
organised
and
sequenced to
convey the
intended
meaning to
the reader
allowing ease
of reading.
The Titles/
Subtitles
chosen
enhance the
report’s
consistency
and accuracy.
2
Format
(12pt font,
1.5
spacing,
2.5cm
margins)
Lack of any
formatting
elements,
or so many
format
errors as to
make
report
presentatio
n
ineffective.
Formatting
elements
often do not
support main
points; the
majority of
elements are
used
consistently.
Formatting
elements do
not always
support main
points;
elements are
used
consistently
throughout
Formatting
elements are
organized,
highlight some
ideas and are
used
consistently
throughout the
report.
Formatting
elements are
organized,
highlight
ideas as
required and
are used
entirely
throughout
the report.
Referencin
g- in-text
and
Reference
List (APA
Style)
Insufficient
or incorrect
citations
for many
sources,
with
frequent
errors in
format and
style. No
bibliograph
y or list of
cited
sources.
Most
references
in-text and
List are
correctly
identified
and
referenced in
APA format,
with errors in
format.
The majority
of references
are correctly
identified and
referenced in
APA format,
with minor
errors in
format.
All references
in-text and
List are cited
in APA citation
style with
virtually no
errors in
format.
The report
correctly
cites all
sources intext and list
referencing
according to
APA citation
style with no
errors,
supporting
any further
inquiry
required.
9
Required
length
(5000
words)
The report
length is
decidedly
outside the
suggested
requiremen
t impeding
readers’
interest or
comprehens
ion.
The report
length is
minimally
outside the
suggested
requirement
but does not
impact
reading.
The report
length is
within the
allotted
requirement.
The report
length is
within the
allotted
requirement
The report
length is
within the
allotted
requirement.
Writing –
clear,
easily read
Paragraphs
do not
identify the
main idea.
The
paragraphs
have little
relationship
to one
another.
The
vocabulary
selected is
often
inappropria
te. The
explanation
of central
concepts
and
theories
are often
inaccurate.
Lack of
consistent
fluency and
style make
reading and
comprehens
ion
difficult.
Most
paragraphs
are
consistent,
with one
theme
running
throughout
and most
transitions
enable the
reader to
easily follow
the thread of
the report.
Essential
vocabulary is
chosen for
meaning and
context with
minimal
errors.
Explanation
of the major
concepts and
theories has
been
attempted.
The majority
of the report
is clearly
written and
can be easily
read.
The majority
of paragraphs
are consistent,
one theme
runs
throughout,
and most
transitions
enable the
reader to
easily follow
the thread of
the report.
The majority
of vocabulary
has been
chosen for
suitability in
meaning and
context. Some
major
concepts and
theories are
fully
explained. The
writing
throughout
the report is
very clear and
can be easily
read by the
intended
audience.
All paragraphs
are consistent;
one theme
runs
throughout,
and their
transitions
allow the
reader to
easily follow
the thread of
the report.
All vocabulary
is chosen for
suitable
meaning and
context. Major
concepts and
theories are
explained. The
writing
reflects
clarity,
supporting the
report content
and audience’s
interpretation.
All
paragraphs
are
consistent,
one theme
runs
throughout,
and their
transitions
allow the
reader to
easily follow
the thread of
the report.
All
vocabulary is
chosen for
rich meaning
and context.
All major
concepts and
theories are
fully
explained.
The writing
reflects
clarity,
enriches the
report and
audience’s
interpretatio
n.
10
Language –
spelling,
grammar,
punctuatio
n
The report
has not
been
proofread,
spellchecked or
edited. The
large
number of
grammatica
l,
punctuation
, and
spelling
errors
impede the
reader’s
comprehens
ion of the
report.
The report
has been
spellchecked, but
several
spelling,
grammar, and
punctuation
errors are
apparent in
the report.
These
mistakes do
not interfere
with the
report’s
content,
comprehensio
n or ease of
reading.
The report has
editing and
spell-checking
evidence. A
few minor
mistakes are
evident which
in no way
detract from
the report’s
content or
ease of
comprehensio
n.
The report has
been edited,
spell-checked
and proofread,
and has
minimal
errors. All
sentences are
complete with
grammar and
punctuation
correctly
applied
The report
has been
edited, spellchecked and
proofread,
and has no
errors. All
sentences
are complete
and
grammaticall
y correct
with
punctuation
correctly
applied.
TOTAL 100%
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