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Microsoft Word - Session 2 2017 Assignment 2 Marking Guide Page 1 of 5 MKT00720 – Marketing Session 2, 2019 Assignment 2: Report (on Aldi Australia) Core Information: Due: Due by 11.00pm AEST, Monday 23rd September 2019 Weighting: 30% Individual/Group Individual Word limit: 1500-2000 words in total (plus or minus 10%) Aim The purpose of this assignment is to again provide you with an opportunity to apply knowledge, theory, frameworks and tools from the early part of the unit to an analysis of the strategy and strategic practices of a real organisation. In this assignment, you will work to analyse the strategies pursued by the Aldi Australia discount supermarket chain since its local launch in 2001. You will evaluate marketing-related strategies and their effectiveness and relate to be real-life experiences and relevant research to look at core marketing theory. The aim is to provide experience of marketing analysis and practice and to determine your ability to relate real marketing strategy to theory and research. The Overall Task In increasingly competitive markets, consumers have a greater choice over where they buy their goods and services. For an organisation to meet its business objectives, it has to find out what consumers require and then identify the best way in which it can satisfy these needs and wants. Creating a competitive advantage can be difficult. A unique marketing strategy with clear objectives is vital to ensure effective promotional activity. Your task in this case analysis is to answer two questions by critically analysing Aldi’s market situation. Please do not just describe events, although you should read Aldi’s history to understand the background to your analysis (this may include some history on Aldi’s international operations). You should use the principles and concepts that you have learned throughout the unit to answer the following two questions: 1. What marketing strategy or strategies has Aldi Australia has adopted since it was launch? Answer this question by applying one or more of the theoretical approaches discussed in the course. 2. What marketing options can you describe for Aldi if it wishes to remain a successful organisation in Australia throughout the next decade? Answer this question based on the circumstances that exist in 2019 and your best forecasts of relevant future industry factors. These are wide-ranging questions and you should undertake extensive independent research into Aldi Australia and its industry. You should explore different aspects of these issues and incorporate them into your report. This is a practical assessment of a real company, but you need to show an understanding of theory and research in your evaluation and suggestions. Page 2 of 5 Process 1. Begin to gather information about Aldi and its marketing-related strategies. There are a range of sources you can make use including the company’s own corporate website and related publications, academic journals, business press and media, blogs and so on. The quality business press such as Forbes or Business Week or the Economist are in some ways good places to start. 2. However, you need to begin to study relevant course materials as the task requires you to analyse and evaluate Aldi’s marketing strategy in relation to theory, frameworks and research. 3. Consider each of the two questions carefully and begin to relate practice to theory in an attempt to answer each of them. The questions explicitly direct you to specific aspects of the unit material and to specific types of models, tools and theories. 4. It should be clear that there is no definitive right answer here. This also mirrors reality, in that companies are not able to find a single solution or pathway; they have to make difficult choices from alternatives. In the light of that try to explore different aspects of the two questions – there are no ‘correct’ answers and lots of valid arguments for and against all kinds of alternatives. The merits of your argument will depend to a large extent on how much evidence you can cite to support your point of view; that is why this is called a research project. 5. Write up your analysis. This should be in a report format. Here is a suggested structure: a. Executive Summary b. Introduction c. Background to the Company d. Marketing Analysis i. The Nature of Aldi’s Marketing Strategy or Strategies since it began. ii. Strategic Marketing Options for Aldi moving forward e. Conclusion f. References g. Appendix Ensure that you have related the real conditions of the company to theory and research and that you have read, cited and referenced appropriate academic material as well as more popular sources (which also need to be properly referenced). 6. Submit the report via the Turnitin Submission Link (under Assessment Tasks and Submissions on the Blackboard site)…be fully aware of the plagiarism rules in the School; plagiarism will not be tolerated. 7. The marking criteria for the assignment can be found on the following page. They are published to give you detailed guidelines about the way in which your mark will be calculated. Please read them carefully. Note that they are a guide, not a definitive formula for allocating marks, and no set of criteria can accurately describe every possible assignment. Your final mark will reflect the application of academic judgement by your marker to your whole assignment. Page 3 of 5 Marketing – MKT00720 (Session 2, 2019) Assignment 2: Report (on Aldi Australia) Ratings and Comments According to Criteria Mark Executive Summary Provides a properly constructed and correct length executive summary: Excellent Very Good Good Satisfactory Needs Development Poor The executive summary provides a brief overview of the purpose of the report and an effective summary of its content: Excellent Very Good Good Satisfactory Needs Development Poor Further Comments as necessary: /5 Introduction. Properly describes the task and sets up the report content that follows: Excellent Very Good Good Satisfactory Needs Development Poor NA Places the assignment in context in terms of discussing the nature and importance of marketing strategy and its relation to the success (or otherwise) of companies such as Aldi: Excellent Very Good Good Satisfactory Needs Development Poor Further Comments as necessary: /5 Background to the Company Provides a clear, sufficiently detailed and properly referenced account of Aldi’s emergence and development as a company: Excellent Very Good Good Satisfactory Needs Development Poor Provides a clear, sufficiently detailed and properly referenced account of Aldi as a company, for example, type of company, size, industry, basic performance data etc: Excellent Very Good Good Satisfactory Needs Development Poor Further Comments as necessary: /10 Marketing Analysis The Nature of Aldi’s Marketing Strategy or Strategies since it began. Identifies and discusses the marketing strategy or strategies pursued by Aldi: Excellent Very Good Good Satisfactory Needs Development Poor Relates the strategy/strategies pursued by Aldi to theories, models and research: Excellent Very Good Good Satisfactory Needs Development Poor Further Comments as necessary: /30 Page 4 of 5 Strategic Marketing Options for Aldi moving forward Provides an analysis of Aldi’s current situation from a strategic marketing standpoint: Excellent Very Good Good Satisfactory Needs Development Poor Demonstrates capability in applying marketing-based analytical tools: Excellent Very Good Good Satisfactory Needs Development Poor Provides plausible recommendations for a marketing strategy that promises to move it forward successfully: Excellent Very Good Good Satisfactory Needs Development Poor Further Comments as necessary: /30 Conclusions: Draws sensible conclusions based on the analysis and discussion: Excellent Very Good Good Satisfactory Needs Development Poor Conclusions reveal key learning to be taken from the analysis: Excellent Very Good Good Satisfactory Needs Development Poor Further Comments as necessary: /10 Technical and Professionalism Aspects of the Report In-text citations and proper referencing (note: an absence of in-text citations and referencing may lead to penalties beyond the marks allocated for this criteria point): Excellent Very Good Good Satisfactory Needs Development Poor Appropriate sources used and referenced: Excellent Very Good Good Satisfactory Needs Development Poor Presented in well-thought out, consistent, readable form/appropriate length: Excellent Very Good Good Satisfactory Needs Development Poor Style, spelling, grammar and syntax Excellent Very Good Good Satisfactory Needs Development Poor Further Comments as necessary: /10 Summary Comments as Necessary: Page 5 of 5 School extension