Assessment item 3
Markets Segments and Decision Making
Value: 35%
Due date: 07-Jan-2017
Return date: 31-Jan-2017
Length: 2500 Quality Words
Submission method options
Alternative submission method
Task
The next stage of the marketing audit is for you to consider the market for your organisation and evaluate the opportunities and threats that exist for your chosen organisation.
NB: if you have a number of markets it is a good idea to focus on just one.
Incorporating theoretical concepts into your discussion from chapters 2, 4, 5 and 6 (expanded in Interact 2 and Adobe Meetings) of the text, and with the use of other theoretical sources and secondary research, please discuss the following:
1. Briefly describe the industry market for your organisation and evaluate current trends in:
a. Growth
b. Profitability
c. Macro environment ( PESTLE factor). Please place PESTLE in an appendix, it will not count as part of your word count.
2. Describe the nature of competition in your industry. Explain and analyse your organisation’s place in the market by comparing and contrasting its strengths and weaknesses to your main competitor.
3. Outline and examine the major market segments for your organisation and identify your primary, and secondary target markets
4. Discuss the level of involvement your primary segment is likely to have towards your organisation in terms of the decision making .
5. Taking into consideration the primary segment, their level of involvement and the competition, create a positioning map for the market place.
More information on how to complete this assessment will be provided on Interact 2
Rationale
The aim of this assessment is to develop your understanding of marketing auditing and for you to consider the marketing and evaluate opportunities and threats. This assessment assesses the following learning outcomes:
* LO2: be able to find relevant and important information about organisations, their industries and
marketplaces from secondary sources;
* LO 3: be able to evaluate the key marketing aspects of segmentation, targeting and positioning
(STP) and be able to analyse an organisation's approach to STP.
Presentation
Report format should be used for Assessment Two. However, you do not need to include an executive summary for the second assessment
Use an abbreviation of the questions as your section headings: i.e. (1) Industry trends, (2) Market segments overall, (3) Primary segment and decision making, (4) Competition, (5) Positioning map for
organisation
Referencing should use APA 6th edition- see CSU library for tutorials and guide
Requirements
For this assessment APA referencing format is required. For guidance in the use of this referencing please see the CSU Referencing website at http://student.csu.edu.au/study/referencing-at-csu
Additional information to assist you with your assignment can be found here http://student.csu.edu.au/study/skills/guidesandtips/writing-at-uni
Marking criteria
Criterion: The various skills to be assessed High Distinction Distinction Credit Pass Fail
Communication skills
This section relates to the presentation of the work including: Structure, Format, Grammar and visual representations.
Value 20%
Grade range 0-7 Free of grammatical errors. Uses consistent and correct grammar, spelling and sentence structure. Sentences flow with connecting ideas, use full sentences consistently with paragraphs separating the ideas. Structure and format was clear, logical and consistent. Focused and relevant use of diagrams, images and tables, clearly relevant and explained, which enhanced the argument in the report.
Free of grammatical errors. Use of consistent and correct grammar, spelling and sentence structure. Sentences flow with connecting ideas. Structure and format was clear, with focused and relevant use of diagrams, images and tables that were visually appealing and clearly relevant and explained with insightful links.
Use of grammar with minor errors, spelling and sentence structure. Structure and format were used to aid the reader. Report represented material visually, including diagrams, tables and images, which directly related to argument, but were not fully explained, only described.
Use of grammar with minor errors, spelling and sentence structure. Structure and format were used to aid the reader. The report including diagrams, tables and images, that were related to argument, but were not fully described.
Marks 4.55-3.5 Poor grammar, spelling, punctuation, concepts were not
clear, no paragraphs or formatting- no images, tables or illustrations used to enhance the report.
Marks 0-3.5
Theoretical analysis skills
This criterion is about defining, describing and evaluating the concepts that were found when researching the topic and key theoretical factors.
Value 30%
Grade range 0-10.5 Clear definitions, descriptions with examples and analysis of concepts with creative and insightful perceptive comparisons, evaluations and conclusions.
Clear definitions, descriptions with examples and analysis of concepts with comparison, with clear evaluations and conclusions.
Clear and relevant definitions and descriptions with examples, some attempt to develop analysis by comparing and contrasting of concepts.
Concepts were defined. There was an attempt to provide descriptions with examples to explain, limited analysis.
Concepts were not defined, described or evaluated, mainly listed without explanation.
Application skills
This criterion is about linking theory to a specific context, explaining how it relates to a product/company and making recommendations.
Specifically you are required to detail current trends, segments, competition and positioning, including developing a PESTAL and position map.
Value 40%
Grade range for 0- 14 Case study described and identified with insightful evaluations made. The context was connected to theory exceptional, with logical, creative and imaginative links.
The market discussions, trend analysis, segment identification, competition analysis and positioning were highly relevant, realistic and supported with explicit connections to theoretical arguments.
Position map was accurate and insightful and represented what was discussed in the report.
Secondary sources were interwoven insightfully.
Case study described and identified with insightful evaluations made. The context was connected to theory with clear and logical links.
There were relevant, well supported market discussions with explicit connections to theoretical arguments. Succinct presentation of trend analysis, segment identification, competition analysis and positioning were highly relevant, realistic and supported with clear connections to theoretical arguments.
Position map was accurate and thorough and represented what was discussed in the report
Secondary sources were interwoven thoroughly.
Case study was described and identified. The context was connected to theory with clear links.
There were relevant market discussions Succinct presentation of trend analysis, segment identification, competition analysis and positioning were highly relevant, realistic and supported with clear connections to theoretical arguments.
Positioning map was accurate and relevant and represented what was discussed in the report
Secondary sources were interwoven accurately
Case study was described and identified. The context was connected briefly to theory, but the discussion was not well supported by arguments. Analysis of trends, segments competition was effect in explaining the positioning of the organisation.
Positioning map was accurate and represented what was discussed in the report
Secondary sources were interwoven clearly
Case study did not described or identified or insightful evaluations were made. The context was not connected to theory. The market discussions were not relevant, realistic or supported with explicit connections to theoretical arguments.
Referencing skills and secondary sources
This criterion was about the application of APA 6th referencing Value 10%
Grade range 0-3.5 Both the in-text and end reference list were consistent in terms of style and application of APA6. Referencing apparent in all places where expected.
Secondary sources were credible and insightful applied.
Both the in-text and end reference list were consistent in terms of style and application
of APA6.
Secondary sources were credible and incorporated logically.
Referencing applied. However, style/application was
inconsistent with some errors in-text/reference list.
Secondary sources were credible and integrated proficiently.
There was an attempt to apply referencing, but style and application were inconsistent and some points remain unreferenced
Secondary sources were credible.
There was limited or no attempt at in text or end of text referencing.
Secondary sources were not credible.