Reference no: EM132821728 , Length: word count:1800
Assessment Task - Marketing Report
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.
3. Communicate effectively through structured written argument in a professional report format.
4. 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. 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
LIST OF COMPANIES - Company Name
1. Collins Foods Group (KFC and Sizzler)
2. Competitive Foods Australia (has KFC in WA and NT, Hungry Jacks- nationwide)
3. Domino's Pizza Enterprises
4. McDonald's Australia Holdings
5. Quick Service Restaurants (Red Rooster, Chicken Treat, Oporto)
6. Retail Food Group Crust Pizza, Donut King, Brumby's, Michel's Patisserie etc
7. Retail Zoo Salsa's and Boost Juice
8. Subway Systems Australia
9. Yum! Restaurants Australia (KFC and Pizza Hut)
Detailed Report Template -
1. Executive Summary
2. Introduction and background to the company
3. SWOT table
4. Findings
a. Explanation of the SWOT table
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
6. References list and Appendices
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.
Word limit/page limit - 1800 words/ 6 pages, plus references (Students are required to use the Harvard Referencing style).