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BUS104 Introduction to Marketing

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This is a marketing group assignment section no 3 which is the recommendations part and the companies name is UNIQLO which is nominated by the other group members in their S.W.OT analysis.

This is the attached information file of the assignment and two pics related to UNIQLO and write 850 words.


ASSESSMENT 3
BUS104 – Introduction to Marketing
T1 2019

ASSESSMENT 3: Marketing Report (Group) – 25%

This assessment is designed to apply the knowledge and skills developed by the students to evaluate the external and internal environment of a company and identify new offering based on the result of the environmental scanning. In this assignment, the student is expected to analyses the external and internal environments (SWOT), identify a relevant strategy (S-0, W-O etc.), identify and describe a target market, and develop a suitable new product or new services for the company to introduce for this target market.

Each group has to nominate a company (the client) for this plan, Tutor needs to approve the company before it can proceed to the next stage. Students are required to conduct a SWOT analysis, identifying the internal strengths and weaknesses and external opportunities and threats of the company. The goal of a SWOT analysis is to identify the critical factors that may affect the proposed business concept (or new product or new services) and then build on

Suggested Structure
Executive Summary, half a page summary contains the key findings of the report.

Section 1: Introduction and background to the company
Introduction to the task, definition, purpose and value of a SWOT analysis for organizations.
• Introduction to the company being analysed – including e.g. RELEVANT history, current market
and product lines

Section 2: Analysis of the marketing environments (external and internal environment) and present the
summary in SWOT table

Section 3: Recommendation
a. Target Market: identify and describe the company target markets based on the four segmentation bases
b. New product/new services description: based on the result of SWOT analysis, recommend new product or new services design for the identified target market (point a) and explain the customer value provided by this new product/new services.
c. Briefly devise the strategies of the relevant marketing mix variables (the 4ps for new product OR the 7Ps for new services

Section 4: Conclusion and Recommendation
The strengths to reduce the weaknesses, exploit opportunities and avoid potential threats. Students are also expected to identify and describe using segmenting variables, one target market being served by the nominated client and devise a brief marketing strategies.

Groups need to base their marketing report on appropriate theory and other relevant current market information where possible. Groups should support their report with the text and a minimum of FOUR (4) other academically relevant and acceptable sources. These may include academic journal articles, research reports and industry analyses, but groups need to be aware of the validity of sources e.g. an unsupported newspaper article may not be considered valid.

Submission Details

  • Individual Assessment
  • Word limit: 2500 words (±10%) (excluding reference list)
  • You need to state the word count of the assessment on the cover page.
  • The review should be professionally presented using proper headings and sub-headings, in Arial 10pt or Times New
    Roman 12pt, single space. Harvard (Anglia) style referencing.
  • Submission deadline Week 11 – Saturday 1 June 2019, by 11.59pm
  • Softcopy to be uploaded on Turnitin via Moddle links
  • Late penalties and extensions:
    An important part of business life and key to achieving KOI’s graduate outcome of Professional Skills is the ability to
    manage workloads and meet deadlines. Consequently, any assessment items such as in- class quizzes and assignments
    missed or submitted after the due date/time will attract a penalty. Penalty for written assessment is – 5% of the total
    available marks per calendar day unless an extension is approved
  • Applying for extension:
    If students are unable to submit or attend an assessment when due, and extensions are possible, they must apply by
    completing the appropriate Application for Extension form available from the Student Information Centre in Moodle, the KOI Website (Policies and Forms) and the Reception Desk (Market St and Kent St), as soon as possible but no later than three (3) working days of the assessment due date. The completed form must be emailed with supporting documentation to academic@koi.edu.au.Students and lecturers / tutors will be advised of the outcome of the extension request as soon as practicable. Appropriate documentary evidence to support the request for an extension must be supplied. Please remember there is no guarantee of an extension being granted, and poor organisation is not a satisfactory reason to be granted an extension. mailto:academic@koi.edu.au

Marks out of 25 will be awarded based on how well the following criteria is addressed:

Criteria %
Marks Executive Summary 5%
Introduction and Background of the Company 10%
Marketing environment analysis 20%
SWOT Table 10%
Recommendation (target market, new offering, marketing strategy) 35%
Conclusion 5%
Presentation (format & layout) 5% %
Present the information in a professional manner with correct referencing 10 %
Marking Rubric for BUS104 Introduction to Marketing Assessment 3 : Marketing Report – 25%

Criteria
Fail (0 – 49%)
Pass (50 – 64%)
Credit (65 – 74%)
Distinction (75 – 84%)
High Distinction (85 – 100%)
Executive Summary (5 marks)

Executive summary which contain important finding in the report are poorly presented

Executive summary which contain important finding in the report are sufficiently presented

Executive summary which contain important finding in the report are adequately presented

Executive summary which contain important finding in the report are well presented

Executive summary which contain important finding in the report are presented in an excellent manner

Introduction and background of the company (10 marks)

Limited ability to introduce the task and purpose of the report as well as limited demonstration to introduce
the company being analyse, in respect to RELEVANT history, current market and product.

Average ability to introduce the task and purpose of the report as well as limited demonstration to introduce
the company being analyse, in respect to RELEVANT history, current market and product.

Above average ability to introduce the task and purpose of the report as well as limited demonstration to introduce the company being analyse, in respect to RELEVANT history, current market and product.

Good ability to introduce the task and purpose of the report as well as limited demonstration to introduce the company being analyse, in respect to RELEVANT history, current market and product.

Excellent ability to introduce the task and purpose of the report as well as limited demonstration to introduce the company being analyse, in respect to RELEVANT history, current market and product.

Marketing environment analysis (20 marks)

Demonstrated limited coverage of marketing environmental analysis

Demonstrated average coverage of marketing environmental analysis with only few aspects are analysed

Demonstrated above average coverage of marketing environmental analysis with some aspects are analysed

Demonstrated good coverage of marketing environmental analysis with most aspects are analysed

Demonstrated excellent coverage of marketing environmental analysis with all aspects are analysed

SWOT Table (10 marks)

Limited ability to analyse and present the result of SWOT analysis

Average ability to analyse and present the result of SWOT analysis

Above average ability to analyse and present the result of SWOT analysis

Good ability to analyse and present the result of SWOT analysis

Excellent ability to analyse and present the result of SWOT analysis


Recommendation: Target Market (10 marks)

Limited description on recommended target market by using segmenting variables and do not specify any recommended target market.

Sufficient description on recommended target market by using segmenting variables and do not specify any recommended target market.

Adequate description on recommended target market by using segmenting variables and do not specify any recommended target market.

Good description on recommended target market by using segmenting variables and do not specify any recommended target market.

Excellent description on recommended target market by using segmenting variables and do not specify any recommended target market.


Recommendation: New product recommendation and justification (10 marks)

Limited description and justification on recommended product based on the result of SWOT analysis

Sufficient description and justification on recommended product based on the result of SWOT analysis

Adequate description and justification on recommended product based on the result of SWOT analysis

Good description and justification on recommended product based on the result of SWOT analysis

Excellent description and justification on recommended product based on the result of SWOT analysis
Recommendation: Relevant marketing strategies (15 marks)

Limited description on relevant marketing strategies in terms of the 4Ps or the 7Ps.

Sufficient description on relevant marketing strategies in terms of the 4Ps or the 7Ps.

Adequate description on relevant marketing strategies in terms of the 4Ps or the 7Ps.

Good description on relevant marketing strategies in terms of the 4Ps or the 7Ps.

Excellent description on relevant marketing strategies in terms of the 4Ps or the 7Ps.


Conclusion (5 marks)

Limited ability to write and effective conclusion.

Sufficient ability to write and effective conclusion.

Adequate ability to write and effective conclusion.

Good ability to write and effective conclusion.

Excellent ability to write and effective conclusion.

Presentation: Format and layout (5 marks)