marketing management group assignment

Assessment Task 2: Group Business Report – 20% Assessment Task 3: Group Business Presentation – 10%

Please aim to provide at least three different academic (text

or journals) for this section – see 658.8 in the library for text books. Use APA (in-text) referencing: FedUni

Library - Referencing

Please aim to provide at least four different academic (text or journals) for this section – see

658.8 in the library for text books. Use APA (in-text) referencing: FedUni Library - Referencing

Please aim to provide at least three different academic (text or journals) for this

section – see 658.8 in the library for text books. Use APA (in-text) referencing: FedUni Library - Referencing

Your assessment is graded based on you meeting the AQF Level 9 requirements. There is an expectation

that you are using the resources below or the resources available to you in the assignment folder to assist in

achieving this.

Report

Presentation

Value:

20% of your final mark

10% of your final mark

Style:

Business report

PowerPoint slides

Length:

2,500 - 3,000 words

Max of 20 slides

Date:

Report due Week 11 Friday 2 June 2017 by 11:30 p.m.

Presentation on Week 10 Friday 26 May 2017 during class.

Submission:

Submit via Moodle Turnitin — Word document (NOT .pdf) - Filename: Family name_student_ID_product (submit one report per group)

Presentation — 3 slides per page handed to lecturer prior to presentation. Also submit via Moodle – PowerPoint file: Family name_student ID_product

Marking criteria:

See Assessment Criteria Sheet at the end of this document

See Assessment Criteria Sheet at the end of this document

Details:

Handout and Moodle

Handout and Moodle

Report Overview

You will form a group (maximum of three group members) and choose ONE of the nominated products that group members wrote about in Assignment One. The second assignment requires

the group to develop a NEW marketing mix strategy for a product that competes against the chosen nominated product. For example, your chosen nominated product may be the Toyota RAV 4—the group then needs to develop a marketing strategy for a competing product, e.g. the Volvo xc60.

The report will demonstrate how your proposed marketing mix strategy will create and deliver sufficient customer value for the targeted consumer segment to change its preference from the chosen nominated product. DO NOT simply describe the competing products current marketing mix strategy

You are not to present a marketing strategy that simply lists proposed 4Ps activities. The focus of the report is on explaining how your proposed value proposition and marketing mix strategy WILL CHANGES CONSUMERS’ PREFERENCE AWAY FROM THE SELECTED NOMINATED PRODUCT TO YOUR COMPETING PRODUCT.

That is, you are the Marketing Team at the company that is marketing the competing product and the report is for the CEO and the Executive Team.

Your value proposition and marketing mix strategy will be graded based on your ability to prove via evidence from your research and analysis that consumers will, or is highly likely to, change their intended purchasing behaviour away from the nominated product chosen from Assignment 1.

Integrate concepts of consumer behaviour to provide consumer insights in order to develop a value proposition a marketing mix strategy that changes consumer behaviour. Integrating theory does not mean cut and paste of theory. It means using the theory to structure the logic of your argument or to justify a specific insight or to provide credibility / validity to an assertion.

Step 1 – Consumer Analysis - (500/600 words)

Describe the consumer / segment using the theory and frameworks from marketing to structure the information you are presenting. It is suggested you research a wide range of general marketing textbooks (658.8 in any library anywhere in the world) to find the most appropriate visual representation / structure to present your information and analysis. The purpose of using these frameworks is to provide a clear structure to the information you are communicating to your reader.

The overall purpose of the assessment is for you to

demonstrate an “advanced and integrated understanding of a complex body of knowledge (AQF Level 9 –

Masters http://www.aqf.edu.au/aqf/in-detail/aqf-levels/ )

At the end of this section there must be an overall insight regarding the buying behaviour (need triggers, information search patterns, criteria for evaluating product alternatives, etc) of the target segment. This insight will be one of the underpinning components for the justification of your proposed marketing mix

strategy.

Please aim to provide at least four academic (text or journals) for this section. Use APA (in-text)

referencing: FedUni Library - Referencing

Step 2 – Competitor Marketing Mix Analysis - (500/600 words)

For the nominated product that the consumer is intending to purchase, undertake an analysis of the value proposition and marketing mix for that brand/product. For example, your chosen nominated product may be the Toyota Rav 4. You will analyse the current brand/product value proposition and marketing mix strategy with a focus on explaining why the value proposition and marketing mix of the brand might influence the decision making of the consumer / target segment to purchase this particular brand/product. Your analysis will need to be based on (evidenced by) examples of marketing communication, pricing, description of current channels of distribution, and product specifications. These can be included in the appendix of the report.

DO NOT just describe the marketing mix of your nominated product

As you only have 2000-3000 words the information in the body of the report may be presented as a table followed by you analysis of the table. Refer to Report Writing document in the assignment folder – see section on visualisation.

Step 3 – Proposed marketing mix strategy for competing product – (1,000 words)

For the product that is competing against the nominated product,e.g. the volvo xc60 TV, you are to provide a clear value proposition statement and detailed marketing mix strategy whose goal is to change the consumer’s preferences away from the nominated product e.g. Toyota Rav 4. As stated above, DO NOT explain the current marketing mix strategy but rather develop a marketing mix strategy the reflects your insight of the consumer in step one

Do not simply list proposed marketing mix activities. You will need to detail the goals and objectives of your marketing mix strategy, the value proposition your brand/product offers and along with a detailed description of your marketing mix strategy.

Step 4 – Justify proposed marketing mix strategy for competing product – (500 words)

The key focus of this section, is to explain and justify, using theory from marketing and the information analysed in steps 1, 2 & 3 above, why your proposed marketing mix strategy and value proposition will, or is highly likely to, change the consumer target market’s intended purchasing behaviour away from the nominated product.

As you only have 2000-3000 words the list of marketing mix activities may be presented in the body of the report as a table followed by your analysis of the table. Refer to Report Writing document in the assignment folder – see section on visualisation.

Structure Assessment Task Two — Group Business Report

• Report format—business (not an essay) – See below and Report Writing.

• DO NOT write in the first or second person (I, we, our)—write in third person only.

• Proof read at least three times for spelling, grammatical and logic errors.

• Font— Any San Serif font, e.g. Arial.

• Size—11.

• Paragraphs—fully justified.

• Paragraph spacing—one space before and after.

• Line spacing—11⁄2 lines.

• All tables and diagrams labelled—they do not form part of the word count—check APA 6th Ed. manual

• APA reference style. http://www.ballarat.edu.au/library/assignment-and-research-help/referencing

The end of this section must provide an overall insight as to why the value proposition and marketing mix of the nominated product might influence the consumer target market’s decision making toward this product.

You must be able justify your using theory and concepts from marketing

You are to use at least six additional textbook or journal articles from those used in

step 1 above. Use APA (in-text) referencing : FedUni Library - Referencing

• An Assessment Criteria Sheet MUST be fully completed and attached to the front of the assignment— after the Business School Assignment Cover sheet.

Structure Assessment Task Two — Group Business Report

Title page

o BUMKT5902MarketingManagement

o Student adds location, Semester 1, 2017

o GroupAssignment—ChangingConsumerPreferenceStrategy

o Names of each group member (Group Assignment). If you are an international student and also have an English name please write both names

o EachgroupmembersIDso The Due Date and Time — Week 11 Friday 2 June 2017 by 11:30 p.m. o Submitted to—Student adds lecturer’s name

Executive Summary (not counted in word count) – See Report Writing notes on how write ES Introductory sentence/short paragraphMajor findingsMajor recommendations

Table of Contents Introduction

Background to the task (include brief description of the product) Purpose of the reportFormat of the report

Target consumer – description and insight. Use the theory of marketing / consumer behaviour to structure.

Explain and analyse nominated value proposition and marketing mix strategy

Explain competing product value proposition and marketing mix strategy

Justify why the proposed value proposition and marketing mix strategy for competing product will change consumers’ preference.

Appendix — if required. See Report Writing notes for structure and purpose of appendix