Assessment Task : Marketing Report
1 Research and evaluate an existing business; define its internal and external environments and identify a strategy to best align the business's internal capabilities with its external opportunities.
2 Research, define and argue a business case to justify a new product.
3 Communicate effectively through structured written argument in a professional report format.
4 Search for, locate and evaluate discipline specific informationPurpose and aims:
This assessment is designed to apply the knowledge and skills developed by the students to evaluating the external and internal environment in which new product is to be realised and defining strategies appropriate to its realisation. The business concept relates to a new product relevant to the company which forms the overarching focus of the learning activities of this section of the subject. In this assignment, the student is expected to analyse the external and internal environments (SWOT), identify a relevant strategy (5-0, W-0 etc.), identify and describe a target market, and develop a suitable new product for the company to introduce for this target market.
LIST OF COMPANIES-Students may choose companies beyond this list, pending your Lectures approval.
Collins Foods Group (KFC and Sizzler)
Competitive Foods Australia (has KFC in WA and NT, Hungry Jacks- nationwide)
Domino's Pizza Enterprises
Quick Service Restaurants (Red Rooster, Chicken Treat, Oporto)
Retail Food Group Crust Pizza, Donut King, Brumby's, Michel's Patisserie etc
Retail Zoo Salsa's and Boost Juice
Subway Systems Australia
Yuml Restaurants Australia (KFC and Pizza Hut)
Select a company- Students may choose from the list provided, alternatively the student can select a company of their choice. This choice must be approved by your lecturer ensuring the selected company has an industry report and a company report ,these reports are available through IBIS world and the corporate websites.
Conduct a SWOT analysis- Once the company is selected a SWOT must be performed to determine what oppoturinity are available to the firm and what weakness can be converted into strengths, based on the result a product can be recommended if no weaknesses or oppoturinity are found move on to another company.
Finalising your product- the new product must be a new addition to the company not necessarily to the industry for example a vegetarian burger for McDonalds is not a new product for the company but merely an improvement on an existing product line hence will not be accepted as a viable recommendation.
The new product should be created by analysing what the company doesn't have(opportunities) and what the market demands are -This is the most important part of the assessment, critical thinking is highly recommended.
Once the above steps are completed the students can start with the template provided above. (page 2)
Activity Ask yourself some questions
Evaluate the external Being aware of the internal & external environment will help you and internal environment in which the business concept (or new product) is to be realised to focus your product on what is needed.
Define strategies appropriate to its realisation. The business concept relates to a new product relevant to the case which forms the overarching focus of the learning activities of this section of the subject.
What do you need to do to produce the product?
Briefly analyse the external and internal environments (SWOT)realisation. The business concept relates to a new product relevant to the case which forms the overarching focus of the learning activities of this section of the subject.
Brainstorm all the factors that might help or harm your product
Briefly analyse the external and internal environments (SWOT) Brainstorm all the factors that might help or harm your product
Identify a relevant strength, opportunity Think about not just your product, but the market into which it will go. What does the market want or need?
Identify and describe a target market How detailed is your description? The more closely you can identify your target consumer/s, the better
Develop a suitable new product for the company to introduce for this target market. Brainstorm possibilities for a new product. Then combine all the above elements to clearly define the product