HI6006 Student Assessment Details

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HI6006 Student Assessment Details

 

Assessment 1:  Individual Assignment – 20 marks – week 5

 

 

Assessment 1

 

  

Length and Marks

  

Criteria
1. Individual Assignment

Write an essay explaining the main strategy development tools and how they are used

 1200 words; 20 Marks

 

Individual

 Comprehensive discussion of any 4 of the following:

PESTEL, 5F, PROFIT, SWOT, Generic, Ansoff, Ghemawat, with academic references and practical examples.

 

 

Write an essay explaining what the main strategy development tools are and how they are used in business.

Your essay must contain a comprehensive discussion of 4 of the following: PESTEL, Five Forces, Resource-Based View, PROFIT, Input/Output, SWOT Analysis (you may include Cross Impact Analysis), Generic Strategies, Ansoff, Ghemawat, with reference to academic journals and practical examples from industry.

Be sure to use paragraphing. In this essay, sub-headings are permitted.

Be sure to reference your sources in-text and provide a list of references at the end in Harvard style.

Please type in Times New Roman 12 point with 1.5 line spacing and page numbers.

Ensure your Student Number and Name appears on the Cover Sheet.

Your final submission is due Friday of week 5 at midnight.

Criteria Marks
Discussion of Strategy Tools

(any 4)

 Not Evident Basic, correct  Mention Evidence

of

Understanding

 Evidence of Ability to  Apply
PESTEL 0 1 2 3
Five Forces 0 1 2 3
PROFIT (may include VRHN) 0 1 2 3
SWOT (may include CIA) 0 1 2 3
Generic Strategies 0 1 2 3
Ansoff’s Model 0 1 2 3
Ghemawat’s AAA Model 0 1 2 3
Essay Quality Length and style is adequate

 

1

 Average quality

 

 

2

 Good paragraphing, interesting writing style,

Good detailed discussions

3

 Excellent

Written work, Evidence of comprehensive understanding

4
Referencing

(in-text and listed at end)

 Significant errors

OR

Inadequate literature

1

 Only minor errors

OR

Just adequate

2

 No error and good foundation literature

 

3

 Outstanding effort,

Excellent literature, without any errors

4
Remember that late submissions attract penalties at the rate of 5% per day, unless prior approval (for medical reason) was obtained.
TOTAL /20

HI6006 Assessment 1 Marking Guide

Maximum 20 marks

 
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MBA FP 6012: Competitive Analysis

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Question Description

 

  • Write a 3–5-page executive report that analyzes a competitor’s product and marketing strategy, and explains how the competitive analysis can guide marketing decisions.Note: You are encouraged to complete the assessments in this course in the order in which they are presented.
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    Context

    Competition drives the energy in an open marketplace, preventing any company from resting on its laurels. While competition should not dictate marketing strategy, awareness and understanding of competitive offerings must inform it.Gaining an understanding of competition begins with the process of continuously gathering information about competitors and their products. Making use of that information requires careful analysis and evaluation of its implications for opportunities and threats in the marketplace. Setting up and maintaining an ongoing process of competitive analysis ensures that a company does this kind of thinking continuously, and decreases the likelihood of being surprised or blindsided in the marketplace.

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    Questions to Consider

    As you prepare to complete this assessment, you may want to think about other related issues to deepen your understanding or broaden your viewpoint. You are encouraged to consider the questions below and discuss them with a fellow learner, a work associate, an interested friend, or a member of your professional community. Note that these questions are for your own development and exploration and do not need to be completed or submitted as part of your assessment.

    • Given that almost any aspect of a product could potentially become a competitive issue, how can you determine which factors are most critical for a particular product in a particular market?
    • Consider that most companies think certain aspects of their products to be proprietary and, as a result, keep information about these aspects confidential. At the same time, it is often these proprietary aspects that companies view as providing a competitive advantage. What are some ways that marketing can leverage the value of these advantages without revealing, or jeopardizing, the company’s confidential information?
    • What kinds of considerations should determine the direction that a company takes as a result of completing a competitive analysis?
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    Resources

    SUGGESTED RESOURCES

    The resources provided here are optional and support the assessment. You may use other resources of your choice to prepare for this assessment; However, you will need to ensure that they are appropriate, credible, and valid. They provide helpful information about the topics in this unit. The MBA-FP6012 – Integrated Global Marketing Library Guide can help direct your research. The Supplemental Resources and Research Resources, both linked from the left navigation menu in your courseroom, provide additional resources to help support you.

    Competitive Analysis

    The following resources provide information about competitive analysis.

  • Assessment Instructions

    In the first assessment, you selected a company and product to study and then analyzed aspects of the product and company’s marketing strategy. In this assessment, you will analyze the competition for the product using a variety of information sources.Suppose that you have now been hired by the company you selected, and have been asked to conduct a competitive analysis of the product you chose. Format this assessment as an executive report, and include a title page and reference page. Follow APA guidelines for citations and references.

    PREPARATION

    Think about the information that you will need to have in order to do a thorough competitive analysis:

    • Which companies are considered competitors? Are they direct or indirect competitors?
    • What types of information will you need to collect?
    • What sources can you turn to that will have the types of information you are looking for?
      • Companies that provide market information, such as the Nielsen Corporation.
      • Trade publications.
      • Surveys.
    • How will you organize the information you collect to make it useful to the company?

    ASSESSMENT REQUIREMENTS

    In your Competitive Analysis, include the following:

    • Identify the company’s top competitor and describe its product.
    • Analyze the competition’s product.
      • Compare the two products (your company’s and the competitor’s) in terms of:
        • Market share.
        • Product appeal.
        • Quality.
        • Growth potential.
        • Unique selling proposition.
      • Compare the two products in terms of features, benefits, and cost.
        • How do consumers rate each product in these terms?
    • Evaluate the marketing strategy of the competitor. What can the strategies used by a competitor tell you about organizational direction?
    • Explain how this analysis will guide the marketing decisions of the company.

    ADDITIONAL REQUIREMENTS

    • Include a title page and reference page.
    • Length: 3–5 double-spaced pages, not including title page and reference page.
    • Number of resources: At least 4. Resources must be formatted according to current APA guidelines.
    • Font: Times New Roman, 12-point.
    Competitive Analysis Scoring Guide

    VIEW SCORING GUIDEUse the scoring guide to enhance your learning.How to use the scoring guide

  • SUBMIT ASSESSMENTThis button will take you to the next available assessment attempt tab, where you will be able to submit your assessm
 
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Competitive Analysis

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Write a 3–5-page executive report that analyzes a competitor’s product and marketing strategy, and explains how the competitive analysis can guide marketing decisions.

Note: You are encouraged to complete the assessments in this course in the order in which they are presented.

In the first assessment, you selected a company and product to study and then analyzed aspects of the product and company’s marketing strategy. In this assessment, you will analyze the competition for the product using a variety of information sources.

Suppose that you have now been hired by the company you selected, and have been asked to conduct a competitive analysis of the product you chose. Format this assessment as an executive report, and include a title page and reference page. Follow APA guidelines for citations and references.

Preparation

Think about the information that you will need to have in order to do a thorough competitive analysis:

  • Which companies are considered competitors? Are they direct or indirect competitors?
  • What types of information will you need to collect?
  • What sources can you turn to that will have the types of information you are looking for?
    • Companies that provide market information, such as the Nielsen Corporation.
    • Trade publications.
  • How will you organize the information you collect to make it useful to the company?

Assessment Requirements

In your Competitive Analysis, include the following:

  • Identify the company’s top competitor and describe its product.
  • Analyze the competition’s product.
    • Compare the two products (your company’s and the competitor’s) in terms of:
      • Market share.
      • Product appeal.
      • Growth potential.
      • Unique selling proposition.
    • Compare the two products in terms of features, benefits, and cost.
      • How do consumers rate each product in these terms?
    • Evaluate the marketing strategy of the competitor. What can the strategies used by a competitor tell you about organizational direction?
    • Explain how this analysis will guide the marketing decisions of the company.

Additional Requirements

  • Include a title page and reference page.
  • Length: 3–5 double-spaced pages, not including title page and reference page.
  • Number of resources: At least 4. Resources must be formatted according to current APA guidelines.
  • Font: Times New Roman, 12-point.

Competitive Analysis Scoring Guide


 

Criteria Proficient Distinguished
Correctly format citations and references using current APA style. Correctly formats citations and references using current APA style with few errors. Correctly formats citations and references using current APA style with no errors.
Evaluate the marketing strategy of a company’s top competitor. Evaluates the marketing strategy of a company’s top competitor. Evaluates the marketing strategy of a company’s top competitor and shows a connection between marketing strategy, product success, and organizational direction.
Write content clearly and logically with correct use of grammar, punctuation, and mechanics. Writes content clearly and logically with correct use of grammar, punctuation, and mechanics. Writes clearly and logically with correct use of spelling, grammar, punctuation, and mechanics; uses relevant evidence to support a central idea.
Analyze the product of a company’s top competitor. Analyzes the product of a company’s top competitor. Analyzes the product of a company’s top competitor and identifies main areas where the competitor’s product is superior.
Explain how a competitive analysis is used to guide marketing decisions. Explains how a competitive analysis is used to guide marketing decisions. Explains how a competitive analysis is used to guide marketing decisions; provides real world examples to support explanation.

 

 

 
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Competitive Advantage

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Competitive Advantage

Question Description

 

Primary Task Response: Within the Discussion Board area, write 800 words that respond to the following questions with your thoughts, ideas, and comments. This will be the foundation for future discussions by your classmates. Be substantive and clear, and use examples to reinforce your ideas:

Part 1

Having experienced a robust debate discussion on the strengths, weaknesses, opportunities, threats, and trends (SWOTT) analysis and strategic planning for a particular fast-food franchise, it is time to shift gears a bit and consider the competition in the fast-food industry. Read this article to frame this week’s discussion. Complete the following:

  • Identify 1 or 2 other major competitors in the fast-food industry, and describe their sources of competitive advantage.
  • Discuss a current issue that this industry faces. It could be favorable or unfavorable to the industry.
  • Which of the major competitors has the strongest competitive advantage and ability to overcome the barriers presented by the current issues identified and why?

Part 2: Based on the first initial of your last name:

  • First initial M-Z: provide an argument ‘FOR’ the success of the fast-food franchise’s competitors. Submit your position by posting in the Unit 2 Debate forum, under the ‘FOR’ topic.
  • First initial A-L: provide an argument ‘AGAINST’ the ability of the competition to overtake fast-food franchise. Submit your position by posting in the Unit 2 Debate forum, under the ‘AGAINST’ topic.

In both considerations, provide research that supports your assertions.apa format

 
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