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ASSESSMENT 1 BRIEF Subject Code and Title MKT600/MKTG6002 Marketing Assessment 1 Situation Analysis Individual/Group Individual Length 2000 words (+/- 10% excluding cover page, table of contents, executive summary, references and appendix). Learning Outcomes This assessment addresses the following learning outcomes of the subject: a) Critically evaluate underpinning marketing theories and principles and employ appropriate research process to collect, store and use of data to generate customer insights; b) Critically evaluate customer needs to create value for customers by deploying the resources of the organisation in best possible ways; Submission For 12 weeks delivery – due on Friday at 11:55 pm (AEST/AEDT) by the end of the week 5. For 6 weeks (intensive) delivery – due on Friday at 11:55 pm (AEST/AEDT) by the end of the week 2. Weighting 30% Total Marks 30 marks Objectives: • To develop an understanding and appreciation about the influences of micro and macro environmental actors and forces that affect an organisation's ability to serve the needs of the target market; To develop critical analytical ability to gather and analyse relevant data to facilitate decision making; • To develop foresights to predict industry trend and tailor the organisation's practices to respond to the changing situation. How the assessment fits into the subject/course: Marketing in the 21st century has evolved profoundly which is a critical element of business administration. The design of marketing plans is integral to business organisation and the assessment of this subject aims to provide students with the opportunity to apply the knowledge to develop effective marketing strategies. This assessment requires the students to analyse overall situation of the business prior to developing a marketing plan. The students will then continue to work on the same organisation to develop a complete marketing plan in their next assessment. A short scenario is given below to help students address the tasks involved in the assessment 1. MKT600/MKTG6002_Assessment 1_Situation Analysis Page 1 of 6 • Linkages between Assessments 1 and 2: Assessment 1 requires students to undertake the SWOT/TOWS analysis of their chosen organisation from the list of organisations provided. Students are advised to consult the IBISWorld database through Torrens Library to do the preliminary research to gain a comprehensive knowledge about the industry in which their chosen organisation belongs to. The assessments 1 and 2 are interlinked where students need to summarise the situation analysis from their assignment 1 while discussing this section within the assessment 2, the marketing plan. Instructions: This assessment task requires you to develop a Marketing Environmental Analysis that comprises both the micro-environment and macro-environment. The micro-environment analysis involves a scrutiny of internal environment that facilitates specifying the strengths and weaknesses, while, the macro-environment analysis requires the scrutiny of demographic, economic, natural, political, technological and cultural (DENPTC) dimensions which will assist in specifying the opportunities and threats. Changes within the macro environmental forces are outside of an organisation's direct control requiring an organisation's marketing strategies to be adjusted to capture emerging opportunities and minimise any potential threats. Therefore, in this assessment task you will need to: • Articulate your learning about marketing concepts and principles covered from Module 1 to 3.1 to demonstrate your level of understanding to evaluate the organisation's overall situation; • Critically analyse the link between marketing theory and practice; • Demonstrate research skills to reveal the insights; • Apply appropriate business report writing skills; • Discuss appropriate strategies with regards to your SWOT analysis. • Use the appropriate APA style both in text citation and the reference list at the end. You should use at least 10 relevant academic references from leading marketing journals and text books to showcase quality of your research. Please see more information on referencing here: https:// library.torrens.edu.au/academicskills/apa/tool Scenario: Choose an organisation from the list provided below that intends to expand its business either through a new product development or a new business/market development. Vestas – wind turbine solutions and services: https://www.vestas.com/ Virtus Health: https://www.virtushealth.com.au/ Omnicom Media Group: https://www.omnicommediagroup.com/ Appen Limited: https://appen.com/ MKT600/MKTG6002_Assessment 1_Situation Analysis Page 2 of 6 https://www.vestas.com/ https://www.virtushealth.com.au/ https://www.omnicommediagroup.com/ https://appen.com/ Tasks: 1. Discuss the value propositions, core brand values and buyer behaviour of your chosen organisation; 2. Analyse the micro-environment (the company, suppliers, intermediaries, relevant publics, customers and competitors); 3. Analyse the macro environment, that is, demographic, economic, natural, political, technological and cultural (DENPTC) forces to demonstrate their impacts on your chosen organisation's strategies/capabilities to serve the target market (s; 4. List the strengths, weaknesses, opportunities and threats (SWOT) as well as suggest appropriate strategies by incorporating the TOWS matrix to draw from strengths to capture opportunities, to overcome weaknesses and to defend from threats. Note: Take time to gather relevant data about your chosen organisation as well as the broader external environment in which the organisation operates. Find good quality academic references from high quality marketing journals and text books to substantiate your arguments, suggestions and explanations. Use relevant headings/sub-headings to ensure a cohesiveness and logical flow of the report. Submission Instructions: Submit your assessment via the Assessment link in the main navigation menu in MKT600/ MKTG6002 Marketing subject. Please review TUA overdue policy in page 3 through the link copied below which applies a 10% deduction for each day up to FIVE days. Any submission that overdue for more than FIVE days will get 0. https://learn-ap- southeast-2-prod-fleet01-xythos.s3-ap-southeast- 2.amazonaws.com/5c07149a959f5/4332951?response-content-disposition=inline% 3B%20filename%2A%3DUTF- 8%27%27TUA%2520PL_AC_004%2520Assessment%2520Policy% 2520for%2520Higher%2520Education%2520Coursework%2520and% 2520ELICOS.pdf&response-content- type=application%2Fpdf&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz- Date=20190420T020849Z&X-Amz-SignedHeaders=host&X-Amz-Expires=21600&X-Amz- Credential=AKIAIW5OVFIUOTV36DNA%2F20190420%2Fap-southeast-2%2Fs3% 2Faws4_request&X-Amz- Signature=43e06ce9d0c1a38ba5e189c2c7c1e7510afe6a62311985d4e454f15e8b9d1a63 MKT600/MKTG6002_Assessment 1_Situation Analysis Page 3 of 6 Marking Rubric: Assessment 1 Assessment Fail (Unacceptable) Pass Credit Distinction High Distinction (Functional) (Proficient) (Advanced) (Exceptional) Attributes 0-49% 50-64% 65-74% 75 -84% 85-100% Evaluation of Limited understanding of Resembles a recall or Supports personal opinion Discriminates between Systematically and critically information key concepts required to summary of key ideas. and information assertion of personal discriminates between gathered to support support discussion substantiated by evidence opinion and information assertion of personal the arguments Often conflates/confuses from the research/course substantiated by robust opinion and information Confuses logic and assertion of personal materials. evidence from the substantiated by robust 15% emotion. Information opinion with information Information is taken from 15+ good quality sources with and demonstrates a capacity to explain and apply relevant concepts. research/course materials evidence from the taken from reliable substantiated by evidence and extended reading. research/course materials sources but without a from the research/course and extended reading. coherent analysis or materials. Information are gathered synthesis. from 20+ good quality Information are sourced Analysis and evaluation do sources with a well- from 30+ good quality Viewpoints of experts are not reflect expert Identify logical flaws. demonstrated capacity to sources with a high level of taken as fact with little judgement, intellectual explain and apply relevant interpretation/evaluation questioning. independence, rigor and Questions viewpoints of concepts. to develop a adaptability. experts. Viewpoint of experts are comprehensive critical subject to questioning. analysis or synthesis. Analysis and evaluation Identifies gaps in reflect growing judgement, knowledge. intellectual independence, rigor and adaptability. Exhibits intellectual independence, rigor, good judgement and adaptability. Effective Difficult to understand for Information, arguments and Information, arguments and Information, arguments and Expertly presented; the Communication audience, no logical/clear evidence are presented in a evidence are well presented, evidence are very well report is logical, persuasive, structure, poor flow of way that is not always clear mostly clear flow of ideas and presented; the report is and well supported by 20% ideas, argument lacks and logical. arguments. logical, clear and well evidence, demonstrating a supporting evidence. supported by evidence. MKT600/MKTG6002_Assessment 1_Situation Analysis Page 4 of 6 Line of reasoning is often Line of reasoning is easy to clear flow of ideas and Audience cannot difficult to follow. follow. Demonstrates cultural arguments. follow the line of sensitivity. reasoning. Demonstrates use of Demonstrates use of high Demonstrates use of good Engages and sustains credible and relevant quality, credible and relevant quality, credible and audience’s interest in the Demonstrates resources to support and resources to support and relevant resources to topic, demonstrates high inconsistent use of develop ideas, but these develop ideas. support and develop levels of cultural sensitivity good quality, credible are not always explicit or arguments and statements. and relevant resources well developed. Shows evidence of wide Demonstrates use of high- to support and develop scope within the quality, credible and ideas. organisation for sourcing relevant resources to evidence. support and develop arguments and position statements. Shows evidence of wide scope within and without the organisation for sourcing evidence Effective use of diverse presentation aids, including graphics and multi-media. Critically evaluates client needs with regard to Micro- environment actors Does not display an understanding of the Microenvironment (e.g., intermediaries, Some relevant Relevant suppliers, Thorough review of Systematically and suppliers, intermediaries and relevant suppliers, critically reviews intermediaries and publics are mostly intermediaries and relevant suppliers, publics are identified. identified. publics. intermediaries and