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assignment instructions 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) Overview 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 brand’s category, and defining the brand positioning in the category. 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 brand. 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 brand owner, the company mission and brand contribution Formulate a competitive market analysis Identify and analyse the macro and micro environmental factors effecting your brand Analyse the customer segments in the category your brand operates Analyse and identify your brand 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 brief 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 brackets for each section: Title page (no word count) Executive summary (no word count) 1. Company introduction, mission, and brand 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 brand 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 brand 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 library databases (Passport, IBISWorld, Factiva, ProQuest, EbscoHost etc). Start by introducing your organisation by discussing briefly 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) CHECK POINT: Before progressing to the next section, check you have: Included a very brief overview of the company that owns your brand: - 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 brand operates Included the mission statement of the organisation 1.2. Brand contribution Start by identifying the portfolio of brands the organisation manages. Discuss how your allocated brand fits within portfolio and the contribution you believe it makes to the organisation’s mission. This brief review will help to set the scene of the importance of the brand within the organisation. It will help later determine various marketing strategies you may engage to maintain or grow the brand. Tip: We recommend the brand contribution section contain visuals of the organisation’s portfolio and various products within the brand under evaluation. The section should be ~200 words (not more than 3 short paragraphs) CHECK POINT: Before progressing to the next section, check you have: Included a very brief discussion of how the brands fit within the organisation, and, how your brand 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 brands and your chosen brand. 2. Competitive market analysis When undertaking a competitive market analysis, it is important to understand not only the industry your brand 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: Notes: 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 related 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 brand operates in. The broader the definition, the more competitors there are likely to be, and the narrower 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 brands that are your brand’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 brand) 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 brand operates in and perform a similar analysis at the category level (discussing the segments and subsegments), as well as brand shares and competitors. This will be around the same word count as Industry – approximately 700 words Industry Category Segment Sub Segment Carbonated Natural Mineral Bottled Water Carbonated Spring Bottled Water Carbonated Purified Bottled Water Flavoured Bottled Water n/a Functional Bottled Water n/a Still Natural Mineral Bottled Water Still Spring Bottled Water Still Purified Bottled Water Soft Drinks (from Passport Soft Drinks in Australia report) Carbonated Bottled Water Still Bottled Water Bottled Water (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) CHECK POINT: Before progressing to the next section, check you have identified, analysed, and discussed the following: Volume and/or Value (whichever is available in your reports) Market share Company and brand growth over the past 5 years Projected brand growth of the next 5 years Market structure (monopoly, oligopoly) and concentration of the market (top 5 companies or brands 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