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MKTG1025 Marketing Principles
Assessment 2 Page 1 of 12
RMIT Classification: Trusted
College of Business and Law

MKTG1025 Marketing principles
Assessment 2: Business Analysis

Assessment type: Report, Group Assessment Word limit: 2000 words (+/- 10%)
Word count does not include title
page, executive summary,
tables, illustrations, reference list
or appendix.

Due Date: Saturday, April 9, 9 pm (Melbourne time) –
Week 6

Weighting: 40% (40 marks)
In this assessment, you will complete the first part of your marketing plan in a group of 3 to 4 students.
This includes identifying the organisations mission, analysing the environment and competitive market,
identifying the consumer segments in the
and’s category, and defining the
and positioning in the
The purpose of this assessment is to:
develop your capacity to demonstrate knowledge of the components of a marketing plan; and
apply the knowledge through the construction of a professional marketing plan for an assigned
This assessment will develop your skills in business analysis, problem-solving, creativity and presenting
information in a clear logical manner.
Assessment criteria
This assessment will measure your ability to:
Research and identify the
and owner, the company mission and
and contribution
Formulate a competitive market analysis
Identify and analyse the macro and micro environmental factors effecting your
Analyse the customer segments in the category your
and operates
Analyse and identify your
and position
Identify critical issues that impact your marketing plan through undertaking a SWOT analysis
MKTG1025 Marketing Principles
Assessment 2 Page 2 of 12
RMIT Classification: Trusted
Produce a clear, logical, and professional looking report
Course learning outcomes
This assessment is relevant to the following course learning outcomes:
CLO2 Identify and analyse the impact of key trends in the external and internal environments
on marketing-related activities of organisations
CLO3 Analyse the marketing process and determine how various elements of the marketing
mix work together to put the right product in the right place in a professional context.
CLO4 Develop effective marketing strategies to achieve organisational objectives.
MKTG1025 Marketing Principles
Assessment 2
Page 3 of 12
RMIT Classification: Trusted
Assessment details
This assessment is to be prepared as a report from the
ief provided in Week 2. Through
your tutorial activities in Weeks 2 to 5 you should already have much of the material required
to complete the report.
Your report should follow the following structure. Suggested word count in
ackets for each
Title page (no word count)
Executive summary (no word count)
1. Company introduction, mission, and
and contribution (~300 words)
1.1. Company introduction and mission
1.2. Brand contribution
2. Competitive Market analysis (~700 words)
2.1. Market size
Industry and category
Segment and sub segments)
3. Environmental analysis (~600 words)
3.1. Macro factors
3.2. Micro factors
4. Segmentation matrix (table with bullet points)
5. Positioning (diagram plus ~50 words)
5.1. Positioning map
5.2. Positioning statement
6. SWOT analysis (~300 words)
Reference list (no word count)
Appendix (no word count)
More detail for each section can be found on the following pages.
Note: instruction and tips are in italics beneath the section heading or subheading.
MKTG1025 Marketing Principles
Assessment 2
Page 4 of 12
RMIT Classification: Trusted
Title page
This must include the following information:
The company and
and name
Your tutor’s name
Group details:
- Full name of each student (as it appears in your enrolment); and student number (s1234567)
Due date
Date of submission
Executive Summary
This is a one-page summary of the key highlights of your report. Remember your audience – your manager.
1. Company Mission and
and contribution
1.1. Company introduction and mission
Best approach to start this section is to undertake desk research on your organisation. Visit the
company website and review their annual report (if one is available). Also, undertake research in
the li
ary databases (Passport, IBISWorld, Factiva, ProQuest, EbscoHost etc).
Start by introducing your organisation by discussing
iefly who owns the organisation (for
example, is it part of a larger multinational/global company), how long the company has operated in
Australia and overall, how much market share the company has in the category under evaluation.
Then locate their company mission and copy it into the introduction.
The section should be ~100 words (not more than 2 short paragraphs)
Before progressing to the next section, check you have:
Included a very
ief overview of the company that owns your
- the owner (if an international company)
- history of how long the company has operated in Australia
- market share your company has in Australia – overall and for the category your
Included the mission statement of the organisation
1.2. Brand contribution
Start by identifying the portfolio of
ands the organisation manages.
Discuss how your allocated
and fits within portfolio and the contribution you believe it makes to
the organisation’s mission. This
ief review will help to set the scene of the importance of the
and within the organisation. It will help later determine various marketing strategies you may
engage to maintain or grow the
Tip: We recommend the
and contribution section contain visuals of the organisation’s portfolio
and various products within the
and under evaluation.
The section should be ~200 words (not more than 3 short paragraphs)
Before progressing to the next section, check you have:
Included a very
ief discussion of how the
ands fit within the organisation, and, how your
and contributes to the mission of the organisation.
MKTG1025 Marketing Principles
Assessment 2
Page 5 of 12
RMIT Classification: Trusted
Used a series of visuals to represent the
ands and your chosen
2. Competitive market analysis
When undertaking a competitive market analysis, it is important to understand not only the industry your
and belongs to, but also, the several categories, segments and sub segments that form the industry.
Take a look at the diagram below that shows how the category of bottled water within the soft drinks industry
is divided:
Majority, but not all categories have segments, also not all segments have subsegments (noted by the
n/a – not applicable)
Not all information is contained in one single report in the Passport database. You will need to refer to
elated reports.

It is a good habit when developing a marketing plan, if you are not familiar with the industry, to first draw out
the structure so you know at what levels you will be reporting, at a surface level versus deep diving.

2.1. Market size
Industry and category
Now that you have mapped the industry structure, refer to your industry level report.
From the industry report, start by defining and describing the industry your
and operates in.
oader the definition, the more competitors there are likely to be, and the na
ower the
definition, the less scope there is for market segmentation and finding new users for your product.
Produce a table from the category data along with a trend graph.
Briefly make a few important statements regarding the industry level performance you see from the
graph and data. Important statements might include which category represents the largest share,
which category is growing most significantly in absolute terms, what is the trend over the past 5
years for each category. Also look at the projected growth.
Tip: using Passport database, you can obtain the forecasted or projected growth.
Do the same for Company and Brand - identifying the three companies that have the largest
market share, or achieving the highest growth over the past five years; and the three or four
that are your
and’s largest competitors and how they have been performing.
This does not need to be more than a short paragraph on each (industry, company, and
and) so
around 250 words.
Tip: put the data in the Appendix and your graph in the body of your work to manage the word limit.
Segment and sub segments
Now drill down further. Determine which category your focal
and operates in and perform a
similar analysis at the category level (discussing the segments and subsegments), as well as
shares and competitors.
This will be around the same word count as Industry – approximately 700 words
Industry Category Segment Sub Segment
onated Natural Mineral Bottled Wate
onated Spring Bottled Wate
onated Purified Bottled Wate
Flavoured Bottled Water n/a
Functional Bottled Water n/a
Still Natural Mineral Bottled Wate
Still Spring Bottled Wate
Still Purified Bottled Wate

Soft Drinks
(from Passport Soft Drinks in Australia report)

onated Bottled Wate
Still Bottled Wate
Bottled Wate
(from Passport Bottled Water in Australia Report)
MKTG1025 Marketing Principles
Assessment 2
Page 6 of 12
RMIT Classification: Trusted
When undertaking your analysis, quantify the size of the market in terms of volume (000’s tonnes,
cases, kilos) or value terms (‘000s AUD)
Before progressing to the next section, check you have identified, analysed, and discussed the
Volume and/or Value (whichever is available in your reports)
Market share
Company and
and growth over the past 5 years
and growth of the next 5 years
Market structure (monopoly, oligopoly) and concentration of the market (top 5 companies
ands representing more than 70% of the market)
3. Environmental Analysis
3.1. Micro factors
Analyse the micro marketing trends
affecting the marketplace. Include only
those issues that are relevant to your
industry. Consider the company, supplier,
marketing intermediaries, competitors,
publics, and customer trends.
3.2. Macro factors
Macro factors
Analyse the macro marketing trends
affecting this marketplace. Include only
Answered 1 days AfterApr 07, 2022


Rudrakshi answered on Apr 08 2022
12 Votes
Executive Summary
ASICS is a Japanese multinational athletic footwear firm with headquarters in Tokyo that is well-known for producing high-quality items, notably for runners. Marketing takes place in a challenging world that is influenced by a variety of extrinsic and changeable variables, such as competition. An contextual study and assessment of existing marketing tactics by ASICS will be ca
ied out in this report, which will also include an exercise in which a new model is introduced into the product's line-up in order to assess its commercial appeal..
Table of Contents
Executive Summary    2
Company’s introduction and mission    4
Brand contribution    4
Competitive market analysis    4
Market size    5
Environmental analysis    6
Micro factors    6
Macro environment    7
References    9
Company’s introduction and mission
ASICS is a Japanese multinational corporation that develops a wide range of sports technology for a number of sporting activities. As per Scott and Gross (2021), this term is an a
eviation for Animasana, which is derived from the Latin word Corporesano, which literally translates as "healthy and active lifestyle." Over the last several years, their shoes have consistently been rated as some of the greatest shoes available on the market. Among the ASICS products available for purchase are shoes, clothing, compressible apparel (trousers and shorts), and decorations (such as caps and bags). ASICS Ventures is on the lookout for innovative entrepreneurs with the potential to build creative business alliances that will benefit ASICS's future development. This museum creates an open feature that enables guests to get immersed in the extraordinary feats of athletes, as well as the latest in sporting goods, footwear and equipment.
Asics, an a
eviation formed from the Latin terms Animasana Corporesano and Animasana Corpora, is a company that promotes both physical and mental wellness. All ASICS inventions, all thoughts, and all ideas are ca
ied out in accordance with founding philosophy, and they strive to make every idea into the greatest product possible. The company's goal is to be the most recognised
and among sports aficionados (Alegre, Be
egal-Mirabent, Gue
ero and Mas-Machuca, 2018). In order to do this, we pledge to continue to provide the highest-quality goods. They are always attempting to push the limits of what we can learn about the body of athletic goods and their requirements as a result of technology
eakthroughs. They are dedicated to
inging harmony to the spirit and the body of their consumers and employees.
Brand contribution
ASICS has pioneered a lot of technological
eakthroughs and creations. Several of these technologies have had a role in world-record-
eaking achievements at sporting events held all around the world. In addition to various forms of footwear, the firm has focused its efforts since the 1960s on the creation of sophisticated athletic shoes along with other things (Sevostyanova and Petuhova, 2021). In order to meet a range of training circumstances and guarantee that athletes enjoy a pleasant training encounter, the firm has produced a number of distinctive running shoe types over the years. A strong commitment is made to merging quality and science with power and durability in every generations of shoe that the firm has produced.
Competitive market analysis
    Sub segment
    Footwear industry
    ASICS shoe company
    ASICS Tennis and padel
    Comfort, durability and good fit
    ASICS running
    Material containing a distinctive components (Biomorphic compression tech)
    ASICS yoga
    Fitness and health
Yoga mate at lower price
Market size
When it comes to running shoes, Asics is well-known. Asics is the only athletic shoe...

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