file attached
New Zealand Diploma in Business Management (Level 5) 1 DBN505 Business Marketing – Assessment 3 Developed by: Natasha Martin DBN505: Business Marketing Term 2, 2018 Instructions for open book assessments: 1. Ensure your Name, Student ID, Lecturer’s Name and Date is entered on this page. 2. Read the instructions carefully. 3. This is an individual assignment. 4. Your submission must be in a report format. 5. You are not allowed to present or hand in the same or similar assignment of another individual. This will be regarded as cheating and will be marked zero. 6. Please use the following formatting guidelines for submitting the completed assignment: Font Size : 11 Font Type : Calibri, Arial Line space : 1.5 Headings size : 14, 16 7. You must complete each task on your own and you are encouraged to conduct your own research based on class exercises, hand-outs, notes and external sources as a support tool. 8. If you are unsure of any task stated in the assignment, consult your lecturer to seek clarification. 9. Anything that is not your own work must be acknowledged through referencing. Plagiarism would be dealt with zero tolerance and you would fail the assessment. 10. “APA” 6th Edition referencing and citation are compulsory. 11. A soft copy of assignment must be submitted on Turnitin by the due date and a hard copy must be submitted to the lecturer on date advised by lecturer. 12. Be advised that any similarity rate 15% or above will result in zero marks as stipulated above. 13. Late submissions may be accepted with a deduction of 10% for up to 5 days from due date. Student Undertaking: I have read and understood the instructions for the open book assessment. I understand that I will be assigned a zero if I am found to engage in any unethical practice. Student Name Student ID Student Signature Date Assessor Name Total Marks / 120 Assessor Signature % Weighting / 60% Level 5 Credits 20 Assessment 2 Individual Report Marks 120 marks Due date Week 10 Weighting 60% New Zealand Diploma in Business Management (Level 5) 2 DBN505 Business Marketing – Assessment 3 Developed by: Natasha Martin DBN505 Business Marketing Level 5 Credits 20 Course Aim: This course is aimed at introducing students to core concepts of marketing as they are used by businesses. It emphasises the relevance and importance of marketing strategy, planning, and branding within the context of selected New Zealand business sectors. Learning outcomes assessed: Learning Outcomes (LOs) Assessment Weighting (60%) LEARNING OUTCOME ONE Use planning and problem-solving techniques in marketing to enable innovation and organisational change. 13% LEARNING OUTCOME TWO Analyse the impact of internal environments on entity marketing. 17% LEARNING OUTCOME THREE Analyse the impact of external customer environments on organisations. 17% LEARNING OUTCOME FOUR Use strategies to identify and plan marketing opportunities. 13% New Zealand Diploma in Business Management (Level 5) 3 DBN505 Business Marketing – Assessment 3 Developed by: Natasha Martin Grading: Sections Marks allocated Marks obtained Executive summary 5 Background of company 5 Product portfolio + new product offering 3 Market description 3 Competitor review 3 SWOT analysis 24 Porters Five Forces analysis 25 Marketing objectives 6 Segmentation strategies 12 Targeting strategy 3 Positioning strategy 3 Product strategy 6 Price strategy 5 Place strategy 5 Promotion strategy 6 Conclusion 6 TOTAL MARKS 120 New Zealand Diploma in Business Management (Level 5) 4 DBN505 Business Marketing – Assessment 3 Developed by: Natasha Martin FACULTY OF BUSINESS LECTURER’S FEEDBACK / COMMENTS FORM Term/Year (e.g. T4-2015) Course Code Course Name Lecturer(s) Name Assessment (1/2/3) Feedback / Comments: STUDENT ACKNOWLEDGEMENT: I/We have read and understood the comments above. ________________________________ ___________________________ Student Signature(s) Date Student Name: Student ID: New Zealand Diploma in Business Management (Level 5) 5 DBN505 Business Marketing – Assessment 3 Developed by: Natasha Martin Read the following case study and develop a marketing plan for The Better Drinks company. Case Study: The Better Drinks Co. In the late 1990s, three childhood friends, Marc, Simon and Stefan, decided all New Zealand consumers deserved fresh orange juice made from fresh oranges – not the juice on offer that was made from concentrate and full of preservatives. And these three friends knew a thing or two about fresh orange juice. Ex-All Blacks, Marc Ellis and Simon Neal already had a juicing operation catering to Auckland’s food service market. Stefan Lepionka’s own fresh juice company, Stefan’s Orange Juice, had been bought out by Frucor Beverages and Stefan had spent time in the United Kingdom trading fruit juice commodities and consulting with England’s leading fruit smoothie and fresh juice company. In 1999, the trio established Charlie’s (Charlie’s Group Limited) to bring higher-quality, not-from-concentrate juice products to New Zealand consumers. The product line quickly expanded to include a range of fruit juices such as apple and mango, sports water flavoured with fruit juice, and branded fruit such as mandarins and lemons sold to green grocers and supermarkets. 2005 was a big year for Charlie’s when the company listed on the New Zealand stock exchange in July – a mere six years after launch. In September, Charlie’s began its ‘Honest’ campaign, overhauling the brand, naming, packaging and promotion to reflect the company’s key differentiating feature of being fresh squeezed, promising Kiwi consumers ‘the juice, the whole juice and nothing but the juice’. In December, Charlie’s purchased Phoenix Organics, an Auckland-based company started in 1986 by three mates determined to produce organic juices, sparkling drinks and water that were good for consumers and made using sustainable methods that were good for the planet. The two companies represented a good strategic and philosophical fit, and when the Charlie’s and Phoenix Organics’ distribution networks were combined, Charlie’s became New Zealand’s most widely distributed fresh drinks company. In addition to the Charlie’s and Phoenix Organics brands, an additional brand was created called Juicy Lucy, producing juice products specifically designed for both supermarkets and the food service industry, e.g. hotels, bars and restaurants. The Charlie’s brand has continued to expand and now includes five product ranges: juice, fruit smoothies (e.g. berry with acai), quenchers (e.g. lemonade), coconut coolers and water (in an eco-bottle made entirely from plants). To compete in the not-from-concentrate segment, Charlie’s needs a controlled high-volume supply of fresh fruit that New Zealand’s comparatively small citrus industry is unable to provide. Unlike New Zealand Diploma in Business Management (Level 5) 6