HI5004 Marketing Management Tri 3 2017
Group Assignment Guidelines
Written Report 30% Due Week 11
( I upload your assignment on BB by 11 pm FR1)
Words limit: 2500 words (excluding references)
• Choose any ONE company from the following Industries:
- Organic food
- Cosmetic industry
Health and fitness industry
Any tourist resort in Australia
Child care centres/Aged care centres
- Sports/Concerts in Australia
- Any small to medium size manufacturing in Australia
- Children medicines/Baby products
• This assignment is in report form with the following headings:
- Executive summary
- Background of the company/industry 300 words
- Customers, Collaborators, Competition and Context. 600 words
- Market Intelligence by this company. How business is
coping up with environmental changes 400 words
- Clear and concise target market, segments and positioning (includes positioning mapping) followed by the company 800 words
- Elaborate on 7P’s especially 3 additional P’s like Process, People and Physical evidence and conclusion 400 words
• Use Harvard Referencing Style
• Research at least 5 to 7 academic articles/newspaper articles on the topic
Instructions The report must address the following issues:
**Please note: It is recommended that you follow the outline presented below and answer each question as it is presented.
Issue 1 Provide a brief description of this organisation and the industry to which it belongs. You may also want to include in this description any mission statements, value statements or ‘slogans’ that this organisation utilizes to communicate its purpose. In describing this organisation, please also identify its orientation towards marketing and provide relevant, detailed and factual supporting evidence to substantiate why you have identified this specific orientation. Finally, include a brief description of the product(s) this organisation offers the market. And comment on what role the brand has in this organisation’s marketing strategy.
Issue 2 Analyse each of the 5Cs for this organisation: a. Company - what are the strengths and key resources, what are some of the weaknesses? What are the opportunities and threats? b. Customers - who is the company serving and what type of behaviour is ‘typical’ from them? c. Collaborators - describe their suppliers, distributors or other partners that help the company to deliver their products to the market? If company doesn’t have any - explain why it is not necessary. d. Competitors - who are the current main competitors, are there any potential new threats or new entrants to the marketplace? e. Context - what other factors affect this organisation (e.g., legal, political, technological, etc.)?
Issue 3 How does the firm go about collecting information (e.g., market research, market intelligence, etc.) about the 5Cs? For example, how does it learn about? a. What customers want? b. Which competitors pose a threat? c. How the context of business is changing, if at all? d. What role collaborators play in the process?
Issue 4: Developing marketing strategy Based on the market analyses, outline potential market segments that are available to the chosen organisation. Recommend and justify: - a choice of target market(/s) - a value proposition for the target market(/s). - a positioning statement for the target market(/s).
Issue 5: Developing marketing tactics Recommend and justify a detailed marketing mix (4-7Ps) to support the marketing strategy described in Issue 4. ** In all cases, please remember to justify your argument(s) in this assignment by explaining and providing reasoned arguments for why you have formed your views. Please ensure that you support your arguments by explicitly applying and drawing insights and conclusions from relevant marketing models, concepts and theory covered in the course to date. Do not simply rely on offering personal conjecture or opinions.
Choose only one company which is operating in Australia.