Assessment Overview
Assessment for this unit will consist of three parts throughout the study period.
The first part is an individual assignment that requires students to conduct an audit on the Apple brand and the electric car automotive market. Based on the analyses conducted in the first assessment students will then complete a second (group) assignment detailing the proposed brand strategy for Apple, as a business, to enter into the automotive market. For both part 1 and part 2, please limit your market to the Australian market in the interest of setting some realistic parameters to manage your information collection within the assessment. The third part consists of a final exam.
Details of each assessment component is provided below.
Assessment One: Brand and Market Audit
Task Overview
Students will assume the role of brand consultants and based on the theoretical concepts covered in MKT30017, will conduct a brand and market audit to establish a better understanding of the marketing variables to be considered prior to developing a viable brand strategy proposal in the second assessment. Taking into account the firm's target market, competitive environment and previous history, students are required to collect and analyse information on Apple and the automotive market and detail the key findings from the analysis. This information will then be collated with other group members for the second assessment to develop the brand strategy.
The findings will be communicated in the form of a professional 2,000-word business report detailing all considerations and findings.
Task context
Apple will launch an electric car for sale in 2020, which will compete directly against Tesla and other electric car manufacturers. The Apple electric car will not be automated and will still require a driver and charging at designated charging stations.
Using the CBBE framework, students are required to conduct an audit of Apple's current brand strength.. Additionally, students should critique the performance of key competitors in the electric car market. Based on this analysis, students are to identify the strengths and limitations Apple is likely to face as it enters the automotive industry, as well as define the intended target segment for this product and their likely use for the car. In so doing, students will briefly identify the brand features and attributes, as well as secondary associations and wider marketing variables (such as price, distribution etc.) that Apple can leverage to appeal to the selected target segment.
You may use photos/images to assist you in this task. You may also develop your own materials to bring your ideas to life.
Task specific requirements
- Detail Apple's current core brand strengths and weaknesses giving consideration to any brand elements, brand experiences and secondary associations. Students are encouraged to use the CBBE framework to complete this section.
- Detail any potential limitations of extending the Apple brand into the automotive sector. State what these might be including any existing associations or strengths of Apple that may prevent it from establishing credibility in the industry.
- Assess what impact entering the automotive segment may have on Apple's current brand strength and demonstrate how this will be considered in future strategy development.
- Using the 3C's analysis framework review the Competition, Consumer and Company conventions that will have the most impact on any subsequent strategy development.
- Discuss the type of consumer of Apple products and debate whether or not the attributes and profile of an Apple technology customer is likely to be similar when considering buying a new car in 2020.
Assessment Two: Brand Strategy development.
Task Overview
Based on the analysis of the current Apple core brand (i.e., Assignment 1), students are to propose a brand strategy for how to position the new Apple Car in 2020. Consideration will need to be given to how the product will need to live up to Apple's current core brand values, yet also consider how viable it is for the Apple brand to extend into automotive products.
Task specific requirements
In engaging in this task, you should incorporate and draw upon the collective findings uncovered through the analysis of assessment one. In other words, key findings from each group member's first assessment should be pooled to create a knowledge base to draw upon to inform the second assessment.
The report should explicitly detail the overarching brand strategy recommended for Apple to enter the automotive market (ie. Endorser brand, brand extension, development of an entirely new brand, etc.)
The branding strategy should also include a series of recommendations pertaining to:
o The positioning of the Apple Car in the market.
o The design elements (i.e., brand elements, brand experiences, and secondary sources of brand equity) that Apple should consider when attempting to launch a new product in a new industry under the brand.
o Consideration of wider marketing variables required to effectively support the launch of the product to market.
It is recommended that you use the Brand Resonance model as a guiding framework and provide clear justifications for your recommendations.
When engaging in this task, it is expected that you will conduct additional background research, and paraphrase the contents of the Assignment 1 report.
It is up to the team to decide the best way to present the findings of your analysis, and what headings/sub-headings that should be used. It is recommended however, that in your report, you focus your efforts on clearly articulating the target segment, relevant competitors and the key points pertaining to your recommended branding strategy. The written report should go into each point discussed in more detail.