Marketing Fundamentals

Marketing Fundamentals
Assessment title Case Study
Group or individual
assessment
Individual
Length
PHASE 1 : Approx. 800 words
PHASE 2 : Approx. 1700 words
Learning outcomes
addressed
a. Reflect on the evolution of the Marketing Concept.
b. Outline the elements of the Marketing Process
c. Analyse the social, cultural, global and environmental
responsibilities of the professional marketer.
d. Demonstrate an understanding of analysis, problem solving and
communication skills in Marketing.
e. Describe key marketing metrics used to evaluate the
effectiveness of a marketing plan.
Submission dates
PHASE 1 : Week 9
PHASE 2 : Week 12
Total marks 100 Marks for each phase
Weighting
PHASE 1 : 35%
PHASE 2 : 30%
HEP: 4375/CRICOS Provider Code 00246M
MKT101A Case Study T2 2015
Instructions
The presentation recommended for this Assessment is
REPORT FORMAT.
o An Executive Summary is NOT required. Although,
Students should include a Title Page, a Table of Contents,
and use suitable Headings for the information presented.
o Student Identifier (Name and Number) and Page
Numbers should appear on each page of the document –
ideally in either the Header or Footer.
o All assessments are expected to be submitted in a form
and format that would be acceptable in the business
world. Therefore:
All Assessments are to be submitted to Blackboard.
Handwritten and/or electronic submissions sent directly
to the Lecturer will not be accepted;
All work must be word-processed, spell checked,
grammatically acceptable, and professional in
appearance.
o Should not be written from a 1st person context, but rather
from the 3rdperson perspective. That is, “I, we, my, our”
are not acceptable;
o All claims and recommendations are to be supported by
suitable and relevant marketing and/or theoretical
principles; and
o Includes a correctly constructed Reference List and
accompanying in report citations as per College
guidelines (Harvard Referencing).
o The use any combination of narrative, point form,
diagrams, graphs or charts including presenting the
information in table form is permitted – particularly if
these devices reduce the wordiness and increase the
“readability” of the submission.
Overall Marks will be awarded for:
o The variety of appropriate data sources accessed;
o The demonstration of the understanding of Marketing
Theories and Strategies and their applications to the
Product profiled.
o Identification of the correct Theoretical Marketing
Strategy/Principle for
each of the Product’s Marketing Mix elements.
? The depth , relevance and accuracy of the assessment
and subsequent recommendations made to the current
Marketing Mix Strategy; and
? The validity and potential usefulness of the final report
presented.
ASSESSMENT INTRODUCTION AND REQUIREMENTS
The aim of this assessment is for students to demonstrate both their understanding of, and ability to identify the
key components of a Marketing Plan for a product or service of their choice. The selected
brand/product/service should be Australian (and exclude international brands being marketed
here). There are two phases to the assessment. The first phase requires students to select a product/service
and analyse it according to topics that are covered in Weeks 1- 4 of class (due in Week 6). Students are also
expected to provide a description of the product/service according to the 8P’s from the consumer’s perspective.
HEP: 4375/CRICOS Provider Code 00246M
MKT101A Case Study T2 2015
In the second phase of the assessment (due in Week 11) students are expected to show a thorough
understanding through application to theory of the Marketing Mix for their product/service of choice
(Please note: the same product/service is to be used for Phase 1 and Phase 2 of the Case Study).
Each student is to select an Australian Company’s Product/Service as the basis for the Case Study
development.
The Product/Service does not necessarily need to be a “successful” product – e.g. Vegemite iSnack 2.0
Students should select a Company and Product/Service which is well recognised and one where there
would be sufficient information and literature readily available on.
This will be subject to the Lecturer’s Approval –
An informal discussion will be held on this in Week 2 of the Subject Delivery.
PHASE 1: CASE STUDY OVERVIEW
This initial Phase of the Case Study (Assessment 1) requires the students to analyse a
Product/Service of their choice from a “Consumer’s Perspective”.
At a minimum it should include information regarding:
Background Information on the Company and selected Product/Service
o Provide a brief background on the Company and the product/service.
Identification of key changes to the Marketing Environment
Examine forces in the marketing environment that may influence both marketers’ and customers’
decisions including economic, political, legal, socio-cultural and technological factors.
SWOT Analysis
A SWOT Analysis should be based on factors identified from your analysis of the Marketing
Environment (Opportunities/Threats) and any relevant internal factors (Strengths/Weaknesses).
A brief overview of the three (3) main Competitors of the Product/Service, including why or what
makes it a competitor to the Product/Service under review. Discussion in this section should also cover
off whether the Competitor is considered to be superior/inferior to the Product/Service under review.
Consumer Buyer Characteristics
o The level of involvement of consumers that purchase the Product/Service
o Identify situational, psychological and social influences on the buying decision process
HEP: 4375/CRICOS Provider Code 00246M
MKT101A Case Study T2 2015
A description of the Product/Service’s Marketing Mix (the 8 P’s). The information should be
provided from a consumer perspective. There is limited need for application to theory in this
section. At this point, a few of the relevant lectures on each of the 8 P’s will have taken place
so please base your discussion on your observations/knowledge/understanding of the
product from the customer’s point of view. (Application to theory of the 8 P’s will take place in
Phase 2 of the Case Study).
? The Product/Service – you may include information based on the products features, variations,
colours, sizes etc or for a service, what is offered and how it is delivered
? Pricing Structures – the general pricing structure of the Product/Service. How does it
compare to competitors pricing?
? Place and Distribution Structures – how and where is the Product/Service available for
purchase?
? People – what are the credentials or skills of the deliverer of the service?
? Processes – are there particular processes that are essential to the delivery of thie service? Is
this part of their competitive advantage?
? Physical Evidence – what do they use to make the service more tangible? How do they set up
the physical environment in which the service is delivered?
? Partnerships – Are there any strategic partnerships in the delivery of the product or service? How
does this impact on the delivery of the service and what do each party in the partnership contribute
to the customer experience?
? Promotion Strategies /Tactics used – how and where does the Company predominantly
promote the Product/Service (i.e. through advertising, PR, social media, personal selling
etc).
Any information that is obtained from secondary sources (i.e. books, journal,
newspapers etc) must be correctly referenced. This should include in-text
citations and an alphabetical Reference List.
HEP: 4375/CRICOS Provider Code 00246M
MKT101A Case Study T2 2015
PHASE 2: MARKETING MIX STRATEGY ANALYSIS
Based on the Product/Service identified in PHASE 1, Students are to conduct a full analysis of the current
Marketing Mix Strategy through application to theory presented in discussed in Lectures.
This Phase of the Assessment requires the students to analysis the Case Study from a “Marketers
Perspective”
Be sure to include the reasons why and supporting evidence to the Theoretical Principle selected as
to why it is the most appropriate and/or does not apply.
Students should also construct a brief Introduction (one paragraph – approx 100-150 words) to act as a
re-introduction to the Product and support for the Marketing Mix Strategy Analysis.
At a minimum the Marketing Mix Strategy Analysis should include:
MARKET
SEGMENTATION
& TARGET MARKET
Identify the relevant Segmentation variables used to segment the market
Identify the appropriate Targeting Strategy
Describe the specific Target Market of the product
PRODUCT Identify the elements within the Three Levels of the Product ( Core, Actual and
Augmented)
What is the Product’s Product Classification? (Example: for Consumer Markets
:Convenience, Shopping, Speciality, Unsought)
Identify the stage of the Product Life Cycle and the associated implications of
the marketing mix for the product.
What Brand Strategy has the Company adopted with this Product?
PRICE Identify the appropriate Pricing Strategies that are applied to the Product/Service.
Consider the following – Differential Pricing, New-Product Pricing, Product-
Line Pricing, and Psychological Pricing have been used?
PLACE/
DISTRIBUTION
Describe the type of Marketing Channel(s) that are used by the Product.
Identify the type of Distribution Coverage Strategy adopted by the Company
for this Product.
PROMOTION What are the Marketing Communication Mix Tools/Variables used for the
Product? (Consider advertising, public relations, personal selling, direct
marketing, sales promotion and product placement)
Demonstrate how the Company uses these tools to promote their product.
This section is to also include a Conclusion has to the overall appropriateness of the Marketing Mix
Strategies used by the Company

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