Marketing Strategy: 12-inch MacBook For this assignment, you will be acting as an independent consultant to produce a report for the marketing manager of y

Marketing Strategy: 12-inch MacBook For this assignment, you will be acting as an independent consultant to produce a report for the marketing manager of your selected brand and/or company. In this assignment, you will develop a marketing strategy report that encompasses an environmental analysis, consumer segmentation and market research. You will step through the process that a marketer takes in order to decide how to market a product. 1/25/2019
Assignment 3: Marketing strategy
Teaching period 3, 2018
MKT10007: Fundamentals of Marke ng
Assignment 3: Marke ng strategy
Word/time limit: 1500 (+/- 10%)
Weighting: 30%
Due date: 5pm AEDT Monday 14 January 2019 (Week 9)
After you have read this information, head over to the Assignment 3 Q&A discussion board to ask any
questions and see what your peers are saying about this assignment.
Assignment overview
For this assignment, you will be acting as an independent consultant to produce a report for the
marketing manager of your selected brand and/or company. This assignment will help you gain a
greater appreciation of how businesses operate and the role marketing plays. In this assignment,
you will develop a marketing strategy report that encompasses an environmental analysis,
consumer segmentation and market research for the high involvement product that you used in
Assignment 2: Consumer decision–making process. You will step through the process that a
marketer takes in order to decide how to market a product.
Related learning outcomes
This assignment assesses the following unit learning outcomes:
1. demonstrate a broad understanding of the major conceptual and theoretical principles upon
which the practice of marketing is based
2. demonstrate a general understanding of marketing management tasks and of how marketing
fits into the organisational environment and interacts with diverse environments
3. use research information and apply marketing concepts and principles to propose ethical,
creative solutions to a range of marketing related problems that arise in business contexts
4. work effectively as an individual or a team member to communicate effectively whether orally
or in writing.
Assignment details
To complete this assignment, you will need to work your way through the following steps.
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Assignment 3: Marketing strategy
Step 1: Choose out of the following two approaches:
1. Continue on with a focus on the product within the category you looked at in Assignment
2: Consumer decision–making process.
2. Select a different high involvement product from one of these four product categories:
Purchase of a car.
Purchase of a mobile phone.
Purchase of white goods.
Purchase of a home entertainment system.
Step 2: Refer to the Assignment 3: Marketing strategy template, as this will give you a
clear outline of the structure, content and a guide to the word count for each section.
Environment analysis: micro and macro environment
Step 3: Consider the marketplace in which the company operates and analyse the factors
within both the micro and macro environment which may influence the company.
Market research
Step 4: Consider if there is any additional information you would like to know about
consumers’ use or opinions of this product. You will present the key questions you would like
answered, then provide a summary of how you would go about gathering information for one
of your key questions. You will do so by using marketing research techniques.
Consumer segmenta on
Step 5: Present an overview of how the consumer base for your selected company’s product
could be split into smaller segments for the purposes of marketing. You will need to give a
clear picture of who the consumers are and a clear profile of each segment (refer to the
template for more guidance).
Referencing
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Assignment 3: Marketing strategy
Throughout your report you should describe some of the relevant consumer behaviour
theories and concepts which you’ve explored in the learning materials, unit textbook,
academic literature and industry databases.
Please note: Research is an essential part of academic writing. While marking your
assignment your eLA will be looking to see whether your work is supported by research from
reputable sources—such as journal articles, industry reports and peer reviewed literature.
These sources should test your assumptions and allow you to develop coherent, well–
supported arguments.
Make use of the Swinburne Library
(https://www.swinburne.edu.au/library/search/) to
search for current and relevant literature for your assignment.
Revisit Researching the external environment in Week 3 for examples of appropriate
sources.
Higher marks will be awarded for the use of reputable academic sources. View the marking
rubric to see how marks will be allocated for the referencing component of this assignment.
You will need to reference all sources using the Harvard referencing style. Use the
Swinburne Harvard complete guide
(https://www.swinburne.edu.au/library/referencing/harvard-style-guide/) to help you.
Submit your assignment by the due date via the Turnitin submission point below.
Suppor ng resources
Visit the Study resources (https://portal.swinburneonline.edu.au/study-resources) section in the
Student Portal for assistance on assignments.
You can use this exemplar Subway (PDF 233 KB)
what is required in this assignment.
of past student work to help you understand
Note: No part of this exemplar sample is to be copied or used in your submission.
Revisit Researching the external environment in Week 3 for examples of appropriate sources.
Swinburne Harvard complete guide
(http://www.swinburne.edu.au/library/referencing/harvard-
complete-guide/) for help with referencing.
Assignment tip
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Assignment 3: Marketing strategy
View the marking rubric when you select the heading ‘Assignment criteria’, to see a detailed break
down of how your work will be assessed. This is an excellent place to start your preparations for
this assignment.
Refer back to the marking rubric frequently to make sure you are meeting the requirements.
Chat with an eLA
At set times early in the teaching period—and prior to assignment due dates—you will be
able to have a private, one–on–one chat with an eLA. You will be able to chat to them in real
time about any questions or concerns you might have related to upcoming assignments.
Keep an eye on the Announcements section of this unit to view information about when
these set times have been scheduled. To engage an eLA in live chat, see the pop–up
window at the bottom right of any page in this unit. When the pop–up window says ‘Chat with
an eLA’, an eLA will be available to chat with you. It may be a good idea to refresh the page
if you are having trouble viewing the chat window.
Submission details overview
This assignment will be submitted via Turnitin. You will find the relevant submission point below.
Please allow a 24-hour turnaround for an originality report to be generated. See the Turnitin
originality report (https://portal.swinburneonline.edu.au/study-resources/turnitin-originalityreport-0) area of Study Resources for several guides to assist with the submission process.
Assignment support
Don’t forget that in addition to your eLAs who provide discipline-specific content advice, you can
access the 24/7 draft writing service from Studiosity.
If you need assistance with academic feedback on a draft of your assignment task see
Assignment support: Studiosity.
Assignment criteria
1.
2.
3.
4.
5.
Demonstrated understanding of conducting an environmental analysis.
Demonstrated understanding of market research.
Demonstrated understanding of consumer segmentation.
Presentation, format and attention to detail.
Referencing.
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Assignment 3: Marketing strategy
Your work will be assessed using the following marking guide:
Assignment 3 marking guide
Criteria
Demonstrated
understanding
of conducting
an
environmental
analysis
(25%)
No Pass
Pass
50–59%
Credit
60–69%
Distinction
70–79%
Did not
meet
criterion.
Provides a
basic
description of
most
environmental
aspects that
impact the
selected
company (the
industry the
company
operates in, its
key
competitors,
other players
in the
marketplace
and other
factors that
influence the
company).
Provides a clear
description of
most
environmental
aspects that
impact the
selected
company (the
industry the
company
operates in, its
key competitors,
other players in
the marketplace
and other factors
that influence the
company).
Provides a clear
and relevant
description of the
industry the
selected
company
operates in, its
key competitors,
other players in
the marketplace
and other factors
that influence the
company.
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High Distin
80–100%
Provides a
relevant an
insightful
description
industry the
selected
company
operates in
key compet
other playe
the marketp
and other fa
that influen
company.
There is ev
of extensive
secondary
research th
demonstrat
ability to co
an environm
analysis.
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Assignment 3: Marketing strategy
Criteria
No Pass
Pass
50–59%
Demonstrated
understanding
Did not
meet
criterion.
Suggests
some
additional
research that
could help
inform
marketing
strategy;
however,
rationale for
how this might
happen is
unclear or
uncertain.
of market
research
(25%)
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Credit
60–69%
Distinction
70–79%
High Distin
80–100%
Provides clear
recommendations
Provides clear
and relevant
Provides cl
defined and
for additional
recommendations
relevant
research that
for additional
recommend
could help inform
marketing
research that
would help inform
for addition
research th
strategy. The
marketing
would help
recommendations
strategy. The
marketing
are broadly
recommendations
strategy. Th
justified.
are justified.
A research
methodology to
gather this
information is
recommended;
however, a more
logical
methodology
would better meet
the objectives.
A research
methodology to
gather
information is
recommended.
recommend
are justified
make sense
An appropr
and logical
research
methodolog
gather
information
recommend
that will cle
meet the
research
objective of
accurately
informing th
marketing
strategy.
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Assignment 3: Marketing strategy
Criteria
No Pass
Pass
50–59%
Credit
60–69%
Distinction
70–79%
High Distin
80–100%
Demonstrated
Did not
meet
criterion.
Provides a
Demonstrates
Demonstrates
Demonstra
basic
application of
application of
insightful
of consumer
description of
consumer
relevant
application
segmentation
the
segmentation
consumer
relevant
(20%)
characteristics
of a consumer
theory to identify
characteristics of
segmentation
theory to identify
consumer
segmentati
base, why the
a consumer base,
characteristics of
theory to id
characteristics
why the
a consumer base,
characteris
are useful for
characteristics
why the
a consume
the selected
product
category and
how the
consumer
base could be
divided into
segments.
are useful for the
selected product
category and how
the consumer
base could be
divided into
segments.
characteristics
are useful for the
selected product
category and how
the consumer
base could be
divided into
segments.
why the
characteris
are useful f
selected pr
category an
the consum
base could
divided into
segments.
understanding
At least two
segments are
recommended.
An attempt
has been
made to define
the purchase
behaviours
At least three
segments are
recommended.
An attempt has
been made to
define the
purchase
behaviours and
preferences of
and
preferences of
each
recommended
recommended
segment is
recommend
segment is
each
recommended
segment.
segment.
defined.
clearly defin
and justified
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Between three
and five
segments are
recommended.
The purchase
behaviours and
preferences of
each
Between th
five segme
recommend
The purcha
behaviours
preferences
each
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Assignment 3: Marketing strategy
Criteria
No Pass
Pass
50–59%
Credit
60–69%
Distinction
70–79%
High Distin
80–100%
Presentation,
Did not
meet
criterion.
The report is
reasonably
well organised.
Acceptable
standard of
attention to
detail
(grammar,
spelling and
expression).
The report is well
organised and
communicates
ideas reasonably
well. Good
standard of
attention to detail
(grammar,
spelling and
expression).
The report is well
organised and
communicates
ideas well. High
standard of
attention to detail
(grammar,
spelling and
expression).
The report
well structu
and cohesiv
communica
ideas very
effectively.
Excellent
attention to
(grammar,
spelling and
expression
Swinburne
An attempt at
Correct
Correct
Harvard style
referencing is
referencing for
Swinburne
referencing for
Swinburne
referencing
Swinburne
evident in
parts of the
Harvard style is
evident
Harvard style is
evident
Harvard sty
evident
report (both
in–text
referencing
throughout most
of the report (both
in–text
throughout most
of the report (both
in–text
throughout
whole repo
(both in–tex
and the
reference list);
referencing and
the reference
referencing and
the reference
referencing
the referen
however,
improvement
list), with
improvements
list), with only
minor corrections
list).
in correct style
and
required in
consistency.
required.
Use of five
academic
consistency is
required.
Sources are
Use of three to
four academic
literature, in
report and/o
Sources are
limited to general
web searches
literature, industry
report and
database
sources.
limited to
general web
searches. No
with the use of
one to two
academic
database
sources.
use of
academic
literature, industry
report and/or
literature,
industry
database
sources.
format and
attention to
detail
(20%)
Referencing
(10%)
Did not
meet
criterion.
reports and/or
databases.
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Assignment 3: Marketing strategy
Assessment declara on
All students must agree to the following declaration when submitting assignment items.
Declaration and Statement of Authorship
1. I have not impersonated, or allowed myself to be impersonated by any person for the purposes of
this assignment.
2. This assignment is my/our original work and no part of it has been copied from any other source
except where due acknowledgement is made.
3. No part of this assignment has been written for me by any other person except where such
collaboration has been authorised by the lecturer/teacher concerned.
4. I have not previously submitted this work for this or any other course/unit.
5. I give permission for my assignment response to be reproduced, communicated, compared and
archived for plagiarism detection, benchmarking or educational purposes.
I understand that:
Plagiarism is the presentation of another person’s work as though it is your own. It is a form of
cheating and is a very serious academic offence that may lead to exclusion from the university.
Plagiarised material may be drawn from published and unpublished written documents,
interpretations, computer software, designs, music, sounds, images, photographs, and ideas or
ideological frameworks gained through working with another person or in a group.
Plagiarised material can be drawn from, and presented in, written, graphic and visual form,
including electronic data and oral presentations. Plagiarism occurs when the origin of the material
used is not appropriately cited.
I agree and acknowledge that:
1. I have read and understood the Declaration and Statement of Authorship above.
2. I accept that use of my Swinburne account to electronically submit this assignment constitutes my
agreement to the Declaration and Statement of Authorship.
3. If I do not agree to the Declaration and Statement of Authorship in this context, the assessment
outcome may not be valid for assessment purposes and may not be included in my aggregate
score for this unit.
4. I am aware that it is not acceptable to resubmit the same piece of work (in part or as whole) for
multiple assignments without permission from the Unit Coordinator.
Penalties for plagiarism
(https://www.swinburne.edu.au/current-students/manage-course/exams-
results-assessment/plagiarism-academic-integrity/plagiarism-misconduct/) range from a formal caution
to expulsion from the university, and are detailed in the Student Academic Misconduct Regulations
2012.
(https://www.swinburne.edu.au/about/leadership-governance/policies-regulations/statutes-
regulations/student-academic-misconduct/)
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Assignment 3: Marketing strategy template: Fundamentals of Marketing
Assignment 3: Marke ng strategy
template
Your report should contain the following sections:
Executive Summary (300 words maximum)
A summary of the purpose and scope of the report, the analytical processes used, its key findings
and recommendations for further research and your proposed segmentation.
** Please note: The Executive Summary is not included in the overall word count for this
assignment.
Introduction (100 words)
Provide an outline of the structure of the report and explain the report purpose.
Sec on 1: The marketplace and influencing factors
In this section you will be considering the broad marketplace in which the company operates and
analyse the factors which may influence the brand and sub brand.
Micro environment (SIPCC)
What industry are we in? (150 words)
Provide a general overview of the organisation and any recent trends. Include an illustration of how
this company fits within the industry, for example a tree diagram.
You should aim to research 6-10 different sources about your product category, including recent
trends and consumer behaviour.
Who are our competitors? (250 words)
Identify two key competitors and provide the following information:
How similar or different are their products to your own product? Do they offer any advantages or
disadvantages?
What are their key strategies or product positioning?
How big a threat may they be to your product in the future?
The following table will provide a good structure for this analysis.
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Assignment 3: Marketing strategy template: Fundamentals of Marketing
Other players of importance in the marketplace (200 words)
Identify one other key player of importance to your product. This may be either a supplier, an
intermediary, a government body or the media. You should:
Describe them and outline the role they play in relation to your product.
Describe how they work with your company.
Identify the key risks if the relationship between your company and this player broke down.
Identify a way this player could be leveraged to provide your company with an additional
opportunity.
Macro environment (DENT-PC)
Other factors influencing the company (200 words)
Provide an overview of two of the following macro environment (DENT-PC) factors:
Trends with demographic groups.
Trends with economic factors.
Trends with natural factors.
Trends with technology.
Political.
Cultural.
You should cover the following:
Describe any recent trends in these two areas which may impact your product.
Identify any risks if these trend factors were to change.
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Assignment 3: Marketing strategy template: Fundamentals of Marketing
Identify a way these factors could be leveraged to provide your company with an additional
opportunity.
Sec on 2: Recommenda ons for addi onal market research
After reviewing the information you’ve collected in section 1, you should consider if there’s any
additional inform…
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