Assessment Task 2: Group Business Report \u2013 20% Assessment Task 3: Group Business Presentation \u2013 10%<\/p>\n
Please aim to provide at least three different academic (text<\/p>\n
or journals) for this section \u2013 see 658.8 in the library for text books. Use APA (in-text) referencing: FedUni<\/p>\n
Library – Referencing<\/p>\n
Please aim to provide at least four different academic (text or journals) for this section \u2013 see<\/p>\n
658.8 in the library for text books. Use APA (in-text) referencing: FedUni Library – Referencing<\/p>\n
Please aim to provide at least three different academic (text or journals) for this<\/p>\n
section \u2013 see 658.8 in the library for text books. Use APA (in-text) referencing: FedUni Library – Referencing<\/p>\n
Your assessment is graded based on you meeting the AQF Level 9 requirements. There is an expectation<\/p>\n
that you are using the resources below or the resources available to you in the assignment folder to assist in<\/p>\n
achieving this.<\/p>\n
Report<\/p>\n
Presentation<\/p>\n
Value:<\/p>\n
20% of your final mark<\/p>\n
10% of your final mark<\/p>\n
Style:<\/p>\n
Business report<\/p>\n
PowerPoint slides<\/p>\n
Length:<\/p>\n
2,500 – 3,000 words<\/p>\n
Max of 20 slides<\/p>\n
Date:<\/p>\n
Report due Week 11 Friday 2 June 2017 by 11:30 p.m.<\/p>\n
Presentation on Week 10 Friday 26 May 2017 during class.<\/p>\n
Submission:<\/p>\n
Submit via Moodle Turnitin \u2014 Word document (NOT .pdf) – Filename: Family name_student_ID_product (submit one report per group)<\/p>\n
Presentation \u2014 3 slides per page handed to lecturer prior to presentation. Also submit via Moodle \u2013 PowerPoint file: Family name_student ID_product<\/p>\n
Marking criteria:<\/p>\n
See Assessment Criteria Sheet at the end of this document<\/p>\n
See Assessment Criteria Sheet at the end of this document<\/p>\n
Details:<\/p>\n
Handout and Moodle<\/p>\n
Handout and Moodle<\/p>\n
Report Overview<\/p>\n
You will form a group (maximum of three group members) and choose ONE of the nominated products that group members wrote about in Assignment One. The second assignment requires<\/p>\n
the group to develop a NEW marketing mix strategy for a product that competes against the chosen nominated product. For example, your chosen nominated product may be the Toyota RAV 4\u2014the group then needs to develop a marketing strategy for a competing product, e.g. the Volvo xc60.<\/p>\n
The report will demonstrate how your proposed marketing mix strategy will create and deliver sufficient customer value for the targeted consumer segment to change its preference from the chosen nominated product. DO NOT simply describe the competing products current marketing mix strategy<\/p>\n
You are not to present a marketing strategy that simply lists proposed 4Ps activities. The focus of the report is on explaining how your proposed value proposition and marketing mix strategy WILL CHANGES CONSUMERS\u2019 PREFERENCE AWAY FROM THE SELECTED NOMINATED PRODUCT TO YOUR COMPETING PRODUCT.<\/p>\n
That is, you are the Marketing Team at the company that is marketing the competing product and the report is for the CEO and the Executive Team.<\/p>\n
Your value proposition and marketing mix strategy will be graded based on your ability to prove via evidence from your research and analysis that consumers will, or is highly likely to, change their intended purchasing behaviour away from the nominated product chosen from Assignment 1.<\/p>\n
Integrate concepts of consumer behaviour to provide consumer insights in order to develop a value proposition a marketing mix strategy that changes consumer behaviour. Integrating theory does not mean cut and paste of theory. It means using the theory to structure the logic of your argument or to justify a specific insight or to provide credibility \/ validity to an assertion.<\/p>\n
Step 1 \u2013 Consumer Analysis – (500\/600 words)<\/p>\n
Describe the consumer \/ segment using the theory and frameworks from marketing to structure the information you are presenting. It is suggested you research a wide range of general marketing textbooks (658.8 in any library anywhere in the world) to find the most appropriate visual representation \/ structure to present your information and analysis. The purpose of using these frameworks is to provide a clear structure to the information you are communicating to your reader.<\/p>\n
The overall purpose of the assessment is for you to<\/p>\n
demonstrate an \u201cadvanced and integrated understanding of a complex body of knowledge (AQF Level 9 \u2013<\/p>\n
Masters http:\/\/www.aqf.edu.au\/aqf\/in-detail\/aqf-levels\/ )<\/p>\n
At the end of this section there must be an overall insight regarding the buying behaviour (need triggers, information search patterns, criteria for evaluating product alternatives, etc) of the target segment. This insight will be one of the underpinning components for the justification of your proposed marketing mix<\/p>\n
strategy.<\/p>\n
Please aim to provide at least four academic (text or journals) for this section. Use APA (in-text)<\/p>\n
referencing: FedUni Library – Referencing<\/p>\n
Step 2 \u2013 Competitor Marketing Mix Analysis – (500\/600 words)<\/p>\n
For the nominated product that the consumer is intending to purchase, undertake an analysis of the value proposition and marketing mix for that brand\/product. For example, your chosen nominated product may be the Toyota Rav 4. You will analyse the current brand\/product value proposition and marketing mix strategy with a focus on explaining why the value proposition and marketing mix of the brand might influence the decision making of the consumer \/ target segment to purchase this particular brand\/product. Your analysis will need to be based on (evidenced by) examples of marketing communication, pricing, description of current channels of distribution, and product specifications. These can be included in the appendix of the report.<\/p>\n
DO NOT just describe the marketing mix of your nominated product<\/p>\n
As you only have 2000-3000 words the information in the body of the report may be presented as a table followed by you analysis of the table. Refer to Report Writing document in the assignment folder \u2013 see section on visualisation.<\/p>\n
Step 3 \u2013 Proposed marketing mix strategy for competing product \u2013 (1,000 words)<\/p>\n
For the product that is competing against the nominated product,e.g. the volvo xc60 TV, you are to provide a clear value proposition statement and detailed marketing mix strategy whose goal is to change the consumer\u2019s preferences away from the nominated product e.g. Toyota Rav 4. As stated above, DO NOT explain the current marketing mix strategy but rather develop a marketing mix strategy the reflects your insight of the consumer in step one<\/p>\n
Do not simply list proposed marketing mix activities. You will need to detail the goals and objectives of your marketing mix strategy, the value proposition your brand\/product offers and along with a detailed description of your marketing mix strategy.<\/p>\n
Step 4 \u2013 Justify proposed marketing mix strategy for competing product \u2013 (500 words)<\/p>\n
The key focus of this section, is to explain and justify, using theory from marketing and the information analysed in steps 1, 2 & 3 above, why your proposed marketing mix strategy and value proposition will, or is highly likely to, change the consumer target market\u2019s intended purchasing behaviour away from the nominated product.<\/p>\n
As you only have 2000-3000 words the list of marketing mix activities may be presented in the body of the report as a table followed by your analysis of the table. Refer to Report Writing document in the assignment folder \u2013 see section on visualisation.<\/p>\n
Structure Assessment Task Two \u2014 Group Business Report<\/p>\n
Report format\u2014business (not an essay) \u2013 See below and Report Writing.<\/p>\n<\/li>\n
DO NOT write in the first or second person (I, we, our)\u2014write in third person only.<\/p>\n<\/li>\n
Proof read at least three times for spelling, grammatical and logic errors.<\/p>\n<\/li>\n
Font\u2014 Any San Serif font, e.g. Arial.<\/p>\n<\/li>\n
Size\u201411.<\/p>\n<\/li>\n
Paragraphs\u2014fully justified.<\/p>\n<\/li>\n
Paragraph spacing\u2014one space before and after.<\/p>\n<\/li>\n
Line spacing\u201411\u20442 lines.<\/p>\n<\/li>\n
All tables and diagrams labelled\u2014they do not form part of the word count\u2014check APA 6th Ed. manual<\/p>\n<\/li>\n
APA reference style. http:\/\/www.ballarat.edu.au\/library\/assignment-and-research-help\/referencing<\/p>\n<\/li>\n<\/ul>\n
The end of this section must provide an overall insight as to why the value proposition and marketing mix of the nominated product might influence the consumer target market\u2019s decision making toward this product.<\/p>\n
You must be able justify your using theory and concepts from marketing<\/p>\n
You are to use at least six additional textbook or journal articles from those used in<\/p>\n
step 1 above. Use APA (in-text) referencing : FedUni Library – Referencing<\/p>\n
\u2022 An Assessment Criteria Sheet MUST be fully completed and attached to the front of the assignment\u2014 after the Business School Assignment Cover sheet.<\/p>\n
Structure Assessment Task Two \u2014 Group Business Report<\/p>\n
Title page<\/p>\n
o BUMKT5902MarketingManagement<\/p>\n
o Student adds location, Semester 1, 2017<\/p>\n
o GroupAssignment\u2014ChangingConsumerPreferenceStrategy<\/p>\n
o Names of each group member (Group Assignment). If you are an international student and also have an English name please write both names<\/p>\n
o EachgroupmembersIDso The Due Date and Time \u2014 Week 11 Friday 2 June 2017 by 11:30 p.m. o Submitted to\u2014Student adds lecturer\u2019s name<\/p>\n
Executive Summary (not counted in word count) \u2013 See Report Writing notes on how write ES Introductory sentence\/short paragraphMajor findingsMajor recommendations<\/p>\n
Table of Contents Introduction<\/p>\n
Background to the task (include brief description of the product) Purpose of the reportFormat of the report<\/p>\n
Target consumer \u2013 description and insight. Use the theory of marketing \/ consumer behaviour to structure.<\/p>\n
Explain and analyse nominated value proposition and marketing mix strategy<\/p>\n
Explain competing product value proposition and marketing mix strategy<\/p>\n
Justify why the proposed value proposition and marketing mix strategy for competing product will change consumers\u2019 preference.<\/p>\n
Appendix \u2014 if required. See Report Writing notes for structure and purpose of appendix <\/p>\n","protected":false},"excerpt":{"rendered":"
Assessment Task 2: Group Business Report \u2013 20% Assessment Task 3: Group Business Presentation \u2013 10% Please aim to provide at least three different academic (text or journals) for this section \u2013 see 658.8 in the library for text books. Read More …<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-50817","post","type-post","status-publish","format-standard","hentry"],"_links":{"self":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts\/50817","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/comments?post=50817"}],"version-history":[{"count":0,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts\/50817\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/media?parent=50817"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/categories?post=50817"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/tags?post=50817"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}