ASSESSMENT 1 BRIEF
Subject Code and Title MKTG6002/MKT600 Marketing
Assessment Assessment 1: Situation Analysis
Length 2000 words (+/- 10% excluding cover page, table of contents, executive summary, references and appendix).
Learning Outcomes This assessment addresses the following learning outcomes of the subject:
a) Critically evaluate underpinning marketing theories and principles and employ appropriate research process to collect, store and use of data to genrate customer insights;
b) Critically evaluate customer needs to create value for customers by deploying the resources of the organisation in best possible ways;
Submission Due 23:59 (AEST/AEDT) Friday by the end of Module 3.1 (Week 5)
Total Marks 30 marks
• To develop an understanding and appreciation about the influences of micro and macro environmental actors and forces that affect an organisation's ability to serve the needs of the target market;
• To develop critical analytical ability to gather and analyse relaevant data to facilitate decision making;
• To develop foresights to predict industry trend and tailor the organisation's practices to respond to the changing situation.
How the assessment fits into the subject/course:
Marketing in the 21st century has evolved profoundly which is a critical element of business administration. The design of marketing plans is integral to business organisation and the assessment of this subject aims to provide students with the opportunity to apply the knowledge to develop effective marketing strategies. This assessment requires the students to analyse overall situation of the business prior to developing a marketing plan. The students will then continue to work on the same organisation to develop a complete marketing plan in their next assessment. A short scenario is given below to help students address the tasks involved in the assessment 1.
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Linkages between Assessments 1 and 2:
Assessment 1 requires students to undertake the SWOT/TOWS analysis of their chosen organisation from the list of organisations provided. Students are advised to consult the IBISWorld database through Torrens Library to do the preliminary research to gain a comprehensive knowledge about the industry in which their chosen organisation belongs to. The assessments 1 and 2 are interlinked where students need to summarise the situation analysis from their assingment 1 while discussing this section within the assessment 2, the marketing plan.
This assessment task requires you to develop a Marketing Environmental Analysis that comprises both the micro-environment and macro-environment. The micro-environment analysis involves a scrutiny of internal environment that facilitates specifying the strengths and weaknesses, while, the macro-environment analysis requires the scrutiny of demographic, economic, natural, political, technological and cultural (DENPTC) dimensions which will assist in specifying the oportunities and threats. Changes within the macro environmental forces are outside of an organisation's direct control requiring an organisation's marketing strategies to be adjusted to capture emerging opportunities and minimise any potential threats.
Therefore, in this assessment task you will need to:
• Articulate your learning about marketing concepts and principles covered from Module 1 to 3.1 to demonstrate your level of understanding to evaluate the organisation's overall situation;
• Critially analyse the link between marketing theory and practice;
• Demonstrate research skills to reveal the insights;
• Apply appropriate business report writing skills;
• Discuss appropriate strategies with regards to your SWOT analysis.
• Use the appropriate APA style both in text citation and the reference list at the end. You should use at least 10 relevant academic referneces from leading marketing journals and text books to showcase quality of your research. Please see more information on referencing here: http:// library.laureate.net.au/research_skills/referencing
Scenario: Choose an organisation from the list provided below that intends to expand its businss either through a new product development or a new business/market development.
GreenShareCar - https://www.greensharecar.com.au/
The World - https://aboardtheworld.com/
Progressive Office Furniture - https://www.progressiveoffice.com.au/
Bounty Bags - https://www.bountyrewards.com.au/bounty-bags/
MKTG6002/MKT600_Assessment 1_Situation Analysis Page 2 of 6 Tasks:
1. Discuss the value propositions, core brand values and buyer behaviour of your chosen organisation;
2. Analyse the micro-environment (the company, suppliers, intermediaries, relevant publics, customers and competitors);
3. Analyse the macro environment, that is, demographic, economic, natural, political, technological and cultural (DENPTC) forces to demonstrate their impacts on your chosen organisation's strategies/capabilities to serve the target market (s);
4. List the strengths, weaknesses, opportunities and threats (SWOT) as well as suggest
appropriate strategies by incorporating the TOWS matrix to draw from strengths to capture
opportunities, to overcome weaknesses and to defend from threats.
Note: Take time to gather relevant data about your chosen organisation as well as the broader external environment in which the organisation operates. Find good quality academic references from high quality marketing journals and text books to substantiate your arguments, suggestions and explanations. Use relevant headings/sub-headings to ensure a cohesiveness and logical flow of the report.
Submit your assessment via the Assessment link in the main navigation menu in MKTG6002/MKT600 by the end of the Module 3.1 on Friday in week 5. Please review TUA overdue policy in page 3 through the link copied below which applies a 10% deduction for each day up to FIVE days. Any submission that overdues more than FIVE day will get 0.
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Assessment Attributes Fail (Unacceptable) 0-49% Pass Credit Distinction High Distinction
(Functional) 50-64% (Proficient) (Advanced) 75 -84% (Exceptional)
Evaluation of information gathered to support the arguments
15% Limited understanding of key concepts required to support discussion
Confuses logic and emotion. Information taken from reliable sources but without a coherent analysis or synthesis.
Viewpoints of experts are taken as fact with little questioning. Resembles a recall or summary of key ideas.
Often conflates/confuses assertion of personal opinion with information substantiated by evidence from the research/course materials.
Analysis and evaluation do not reflect expert judgement, intellectual independence, rigor and adaptability. Supports personal opinion and information substantiated by evidence from the research/course materials.
Information is taken from 15+ good quality sources with and demonstrates a capacity to explain and apply relevant concepts.
Identify logical flaws.
Questions viewpoints of experts. Discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended reading.
Information are gathered from 20+ good quality sources with a well- demonstrated capacity to explain and apply relevant concepts.
Viewpoint of experts are subject to questioning. Systematically and critically discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended reading.
Information are sourced from 30+ good quality sources with a high level of interpretation/evaluation
to develop a comprehensive critical analysis or synthesis.
Analysis and evaluation Identifies gaps in
reflect growing judgement, knowledge.
intellectual independence, rigor and adaptability. Exhibits intellectual independence, rigor, good judgement and adaptability.
Effective Difficult to understand for Information, arguments and Information, arguments and Information, arguments and Expertly presented; the
Communication audience, no logical/clear evidence are presented in a evidence are well presented, evidence are very well report is logical, persuasive,
structure, poor flow of way that is not always clear mostly clear flow of ideas and presented; the report is and well supported by
20% ideas, argument lacks and logical. arguments. logical, clear and well evidence, demonstrating a
supporting evidence. supported by evidence.
Marking Rubric: Assessment 1
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Line of reasoning is often Line of reasoning is easy to clear flow of ideas and
Audience cannot difficult to follow. follow. Demonstrates cultural arguments.
follow the line of sensitivity.
reasoning. Demonstrates use of Demonstrates use of high Demonstrates use of good Engages and sustains
credible and relevant quality, credible and relevant quality, credible and audience’s interest in the
Demonstrates resources to support and resources to support and relevant resources to topic, demonstrates high
inconsistent use of develop ideas, but these develop ideas. support and develop levels of cultural sensitivity
good quality, credible are not always explicit or arguments and statements.
and relevant resources well developed. Shows evidence of wide Demonstrates use of high-
to support and develop scope within the quality, credible and
ideas. organisation for sourcing relevant resources to
evidence. support and develop arguments and position statements. Shows evidence of wide scope within and without the organisation for sourcing evidence
Effective use of diverse presentation aids, including graphics and multi-media.
Critically evaluates client needs with regard to Microenvironment actors
– Suppliers, intermediaries, publics, customers etc. Does not display an understanding of the Microenvironment
(e.g., intermediaries, suppliers, publics).
Sensible challenges Some relevant suppliers, intermediaries and publics are identified.
Some potential challenges are Relevant suppliers, intermediaries and publics are mostly identified.
Potential challenges are mostly identified. Thorough review of relevant suppliers, intermediaries and publics.
Good discussion of potential challenges, Systematically and critically reviews relevant suppliers, intermediaries and publics.
are not presented. identified. supported by sound critically discusses
20% arguments and/or potential challenges,
good sources. supported by sound
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arguments and/or good sources.
client needs with regard to Macroenvironment - DENPTC
20% Superficial review of the PESTLE dimensions.
No or little consideration of influenences of the external environment. Provides a satisfactory discussion of the PESTLE dimensions.
Satisfactory relevant data/information provided to substantiate the discussion. Good discsussion on the DENPTC dimensions has been provided with good relevant data/ information to support the arguments. Thorough research on the DENPTC diemensions reveals relevant data/ information. The discussion is presented in a logical and systematic approach. Critically evaluates the
data/information gathered on the DENPTC dimensions. The discussion is presented with strong arguments and substantiated with relevant data as well as demostrates the potential effects on the business.
Critically evaluates the business's overall situation to list out strengths, weaknesses, opportunities and threats and discusses appropriate strategies to draw on the strengths to capture opportunities, defend from threats and overcome weaknesses
25% Discussion is not relevant to client
needs - superficial or general discussion of strengths, weaknesses, opportunities and threats.
Does not show understanding of relevant concepts. Some relevant factors related to the business's overall situation discussed demonstrating some understanding of the concepts covered but appropriate strategies to draw on the strengths to capture opportunities, defend from threats and overcome weaknesses not clearly articulated. Mostly relevant factors discussed to specify strengths, weaknesses, opportunities and threats while appropriate strategies to draw on the strengths to capture opportunities, defend from threats and overcome weaknesses not well articulated. Good discussion of internal and external environment analysis leading to list out the strengths, weaknesses, oportunities and threats and appropriate strategies to draw from the strengths to capture opportunites, defend from threats and overcome weaknesses. Critically evaluates the business's overall situation and provides a comprehensive list of strengths, weaknesses, opportunities and threats. Discussed succinctly appropriate strategies to draw on strengths to capture opportunities, defend from threats and overcome weaknesses.
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