Assessment Task 2: Marketing Report - Individual assessment

Word limit/page limit 1800 words/ 6 pages (+/- 10%), plus references (Students are required to use the Harvard Referencing style)

Intended Learning outcomes:

1 Research and evaluate an existing business; define its internal and external environments and identify a strategy to best

align the business’s internal capabilities with its external opportunities.

2 Research, define and argue a business case to justify a new product.

5 Communicate effectively through structured written argument in a professional report format.

6 Search for, locate and evaluate discipline specific information

Purpose and aims:

This assessment is designed to apply the knowledge and skills developed by the students to evaluating the external and internal environment in which new product is to be realised and defining strategies appropriate to its realisation. The business concept relates to a new product relevant to the company which forms the overarching focus of the learning activities of this section of the subject. In this assignment, the student is expected to analyse the external and internal environments (SWOT), identify a relevant strategy (S-0, W-O etc.), identify and describe a target market, and develop a suitable new product for the company to introduce for this target market.

Description of assessment:

Each student will be expected to choose a company from the list of companies provided (see table below). Each student is then required to conduct a SWOT analysis, identifying the internal strengths and weaknesses and external opportunities and threats of the company. The goal of a SWOT analysis is to identify the critical factors that may affect your proposed business concept (or new product) and then build on your strengths to reduce your weaknesses, exploit opportunities and avoid potential threats. Students are also expected Identify and describe using segmenting variables, one target market being served by your company.

Students are required to use 3 types of resources in the marketing plan:

1. Industry reports

2. Company reports

3. Prescribed textbook

Reference List:

Students are required to use the LTU referencing style and to list resources in alphabetical order using the LTU Harvard Referencing Style. More information at: http://www.lib.latrobe.edu.au/referencing-tool/harvard

LIST OF COMPANIES

Company Name

Collins Foods Group (KFC and Sizzler)

Competitive Foods Australia (has KFC in WA and NT, Hungry Jacks- nationwide)

Domino’s Pizza Enterprises

McDonald’s Australia Holdings

Quick Service Restaurants (Red Rooster, Chicken Treat, Oporto)

Retail Food Group Crust Pizza, Donut King, Brumby’s, Michel’s Patisserie etc

Retail Zoo Salsa’s and Boost Juice

Subway Systems Australia

Yum! Restaurants Australia (KFC and Pizza Hut)

Detailed Report Template

Activity Detail Page #

1. Executive Summary

2. Introduction and

background to the

company

Half a page executive summary

Introduction to the task, definition, purpose and value of a SWOT

analysis for organizations.

Introduction to the company being analysed – including e.g. RELEVANT

history, current market, product lines etc

3. SWOT table On one page, present the SWOT analysis in a table format, making sure to rank the elements in each of the SWOT dimensions.

4. Findings

a. Explanation of the

SWOT table

Students are required to provide an overview of their findings and

describe their approach and choice of ranking.

3

5. Recommendations

a. Target market

b. New product

description

c. Customer value

proposition

d. Justification of the

choice of new product

using at least one

strategy

Identify and describe using segmenting variables, one target market

being served by your company.

Describe your new product designed for your identified target market.

Include the relevant marketing mix variables.

Explain the customer value provided by your new product.

Explain how their new product ‘fits’ with the SWOT analysis by

describing at least one strategy profile being addressed (e.g. S-O, W-O

etc.)

4-6

6. References list and

Appendices

Students are required to use the LTU Harvard Referencing style

APPROACHING THE INDIVIDUAL REPORT

Marketing Plan-Individual Written Report

Approaching the task:

What do you need to do? Look at the task words

Evaluate the external and internal environment in which the business concept (or new

product) is to be realised

Define strategies appropriate to its realisation. The business concept relates to a new product relevant to the case which forms the overarching focus of the learning activities of this section of the subject.

Briefly analyse the external and internal environments (SWOT)

Identify a relevant strength, opportunity

Identify and describe a target market

Develop a suitable new product for the company to introduce for this target market.