Assessment Task 2: Marketing Report - Individual assessment
Word limit/page limit 1800 words/ 6 pages (+/- 10%), plus references (Students are required to use the Harvard Referencing style)
Intended Learning outcomes:
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.
5 Communicate effectively through structured written argument in a professional report format.
6 Search for, locate and evaluate discipline specific information
Purpose 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 (S-0, W-O etc.), identify and describe a target market, and develop a suitable new product for the company to introduce for this target market.
Description of assessment:
Each student will be expected to choose a company from the list of companies provided (see table below). Each student is then required to conduct a SWOT analysis, identifying the internal strengths and weaknesses and external opportunities and threats of the company. The goal of a SWOT analysis is to identify the critical factors that may affect your proposed business concept (or new product) and then build on your strengths to reduce your weaknesses, exploit opportunities and avoid potential threats. Students are also expected Identify and describe using segmenting variables, one target market being served by your company.
Students are required to use 3 types of resources in the marketing plan:
1. Industry reports
2. Company reports
3. Prescribed textbook
Students are required to use the LTU referencing style and to list resources in alphabetical order using the LTU Harvard Referencing Style. More information at: http://www.lib.latrobe.edu.au/referencing-tool/harvard
LIST OF COMPANIES
Collins Foods Group (KFC and Sizzler)
Competitive Foods Australia (has KFC in WA and NT, Hungry Jacks- nationwide)
Domino’s Pizza Enterprises
McDonald’s Australia Holdings
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
Yum! Restaurants Australia (KFC and Pizza Hut)
Detailed Report Template
Activity Detail Page #
1. Executive Summary
2. Introduction and
background to the
Half a page executive summary
Introduction to the task, definition, purpose and value of a SWOT
analysis for organizations.
Introduction to the company being analysed – including e.g. RELEVANT
history, current market, product lines etc
3. SWOT table On one page, present the SWOT analysis in a table format, making sure to rank the elements in each of the SWOT dimensions.
a. Explanation of the
Students are required to provide an overview of their findings and
describe their approach and choice of ranking.
a. Target market
b. New product
c. Customer value
d. Justification of the
choice of new product
using at least one
Identify and describe using segmenting variables, one target market
being served by your company.
Describe your new product designed for your identified target market.
Include the relevant marketing mix variables.
Explain the customer value provided by your new product.
Explain how their new product ‘fits’ with the SWOT analysis by
describing at least one strategy profile being addressed (e.g. S-O, W-O
6. References list and
Students are required to use the LTU Harvard Referencing style
APPROACHING THE INDIVIDUAL REPORT
Marketing Plan-Individual Written Report
Approaching the task:
What do you need to do? Look at the task words
Evaluate the external and internal environment in which the business concept (or new
product) is to be realised
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.
Briefly analyse the external and internal environments (SWOT)
Identify a relevant strength, opportunity
Identify and describe a target market
Develop a suitable new product for the company to introduce for this target market.