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A BS102 , FU NDA MENT ALS O F MARK E TING

Assignment 1, Undertake a Market Analysis

K EY IN FORM ATION

Due date Refer to the Learning Management System

Weighting 30%

Relevant chapters 1→6

Assessment format Report. Please submit in .doc or .docx format

Length 1,500 words

Specific requirements Includes journals, papers and books sourced from the library or other
university resources, Harvard or APA 6th version system, Journal Articles;
minimum of five academic or research references.

LE AR N IN G OU TC O ME S

On successful completion of this assessment, students will be able to:

• Demonstrate an understanding of the fundamental principles and philosophies on which marketing is


based;

• Identify business challenges linked to the marketing function;

• Prepare reports interpreting secondary-data so as to inform marketing decisions.

GR AD U ATE AT TR IB U TE S

• Graduates will have broad and coherent knowledge of business fundamentals and how they have
evolved within the modern digital landscape 1. UC graduates are professional - employ up-to-date and
relevant knowledge and skills;

• Graduates will develop the skills required to self-start and self-manage work-related projects, including
within digital environments. Students will gain strong self-directed learning skills through the online
delivery, positioning them for lifelong learning;

• Graduates will identify, analyse and solve management challenges within both new and established
organisations, fusing both traditional and modern approaches towards achieving best possible
outcomes;

• Graduates will develop the skills to create and design approaches to business within emerging
markets, and communicate them in an appropriate manner to a range of audiences;

• Graduates will develop a broad and coherent knowledge of the ‘triple bottom line’ of business,
considering the impacts business decisions have on not only financial outcomes, but also social and
environmental outcomes;
A BS102 , FU NDA MENT ALS O F MARK E TING

Assignment 1, Undertake a Market Analysis

• Graduates will develop skills specific to the program specialism required to be able to apply learnings in
a real-world context.

BRI EF

Create a detailed overview (1,500 words) of the current market situation surrounding a company of your choice.

A SSIGN MENT IN FORM ATION

In this assignment, you are required to conduct a thorough analysis of the current market situation faced by a
company of your choice. Within your analysis, you will be expected to:

• Identify the key considerations to be made within both the micro and macro environment of the company; 


• Determine the various customer segments the company appeals to; 


• Identify who the target customer segments are; and therefore; 


• What the market position is that the company tries to hold. 


To get started, you will need to select a company which will be the basis of your assignment. You could select
companies that fall within any of the following categories:

• A major corporation that you are interested in, such as Nike, Apple or Lego; 


• A local business in which you develop a relationship with the owner or manager (note, this is a terrific way
to begin your networking and professional development and is thoroughly encouraged); 


• The company you currently work for; OR 


• You can utilise a concept that you are interested in, that you may
have developed in another unit or at
another time and develop a marketing plan for this. 


This analysis will be used as the foundation for your third individual assignment, where you will be required to
suggest changes to an existing product and/or suggest a new product that could be introduced to the market.

P ROC E SS


The following structure is recommended for your report; however, you may wish to adopt a different approach.

Section 1 – Introduction 
In this section, you should comprehensively introduce the organisation you are focusing
your assignment on. In this section you should describe the following: 


• The industry your selected company operates within;


• The various products they offer;
• The regions in which they operate.
A BS102 , FU NDA MENT ALS O F MARK E TING

Assignment 1, Undertake a Market Analysis


If you decide to focus on a new venture concept, the same introduction should be made however information
presented in the form of justified ideas rather than actuals will be sufficient. Note, these goals must be clearly justified
which means, you should provide evidence from research and other sources as to why these goals are useful. 


Section 2 – Analyse the Marketing Environment

In this section, you should identify and articulate the key factors of both the micro and macro environments of your
selected company. Reflect on the first chapter of this unit where you learnt what groups of stakeholders make up the
micro-environment of an organisation, as well as the factors that should be taken into consideration within the
macro-environment of the organisation.

• In the micro-environment you should identify the stakeholders themselves, as well as the potential impact
they can have on the organisation.
• In the macro-environment, you should identify particular trends within each area and again identify
potential impacts they can have on the organisation.
• In both sections, you should identify at least 5 major considerations to be made in regard to their marketing
environment.

Section 3 – Breakdown Customer Groups

In Chapters 2, 3 and 4, you learnt how to gather information about customers and consumers, to subsequently group
them into market segments with similar characteristics.

In this section, utilising the various research processes you have learnt, you should create a customer profile of the
various segments your selected company can appeal to, utilising whatever segmentation bases you deem appropriate.
Remember that different forms of segmentation can be used together, and don’t have to be viewed in isolation.

When completing this section, you may find that the company you are working on has several different market
segments they operate in and you may therefore focus on one if you like. For example, if you were working on Nike,
you may wish to focus your efforts on just the Shoe Market, as opposed to apparel.

Section 4 – Identify Current Market Position

In this section, you must identify the current market position your selected company finds itself in. If you are
working on a venture concept, you should carry out a market positioning exercise on the market you expect to
operate within. Reflect on Chapter 4, you learnt about the importance of market positioning, as well as how to
identify market positions of organisations.

OT HER INFOR MATI ON

Below are some important information and documents you will need for your assessment task:

• Assessment Policy
• Assignment Extension Policy - This is an approved variation to Torrens Assessment Policy.
• Assignment Extension Application Form – This is an approved variation to Torrens’s form.
A BS102 , FU NDA MENT ALS O F MARK E TING

Assignment 1, Undertake a Market Analysis

Please note that assessment results are released on the Learning Management System within 14 days of submission.
These results are indicative only and official results can be viewed on My Torrens one (1) week from the last day of
the teaching period.
A BS102 , FU NDA MENT ALS O F MARK E TING

Assignment 1, Undertake a Market Analysis

RU BRIC

DISTINCTION: HIGH DISTINCTION:


CRITERIA FAIL: < 50% PASS: 50-64% CREDIT: 65-74%
75-84% 85%+

The business The business being The business being used


The business being used The business being
being used for the used for the for the reflection is well
Introduction for the reflection has been used for the reflection
reflection has not reflection is clear and explained and supported.

(5%) defined, but more clarity is well explained and
been clearly the reasoning behind Originality in choice is
required. supported.
defined. its choice is evident. evident.

Uses a range of Excellent range 
of


Wide range of
academic resources to contemporary and
academic literature
illustrate an Some suitable literature Suitable literature seminal literature
Literature lacking utilised; effective
understanding of the identified with some identified, evaluated effectively presented,
and/or evaluation and
fundamentals of indication of an and analysed. Basic evaluated and analysed.
inappropriate. analysis evident. A
marketing including the understanding of non- principles of A deep understanding of
Relevance not deep understanding of
target market, market specific marketing marketing are specific marketing
clear. marketing
environment and principles. addressed. principles is evident, and
fundamentals is
market segmentation discussion has been
evident.
(25%) formulated.

Some examination
Very good
evident but very Good examination of
Examines challenges examination of Excellent examination of
descriptive. Any examples general challenges
and opportunities that challenges and specific challenges and
No/little reference given only add a little
to and opportunities
arise as a result
 of the opportunities that opportunities that arise
to challenges or the depth of the that arise as a result
marketing function
 arise as a result of the as a result of the
opportunities. argument. No specific of the marketing
(25%) marketing function. marketing function.
link made between function. Little
Some originality Originality evident.
challenges/ opportunities originality evident.
evident.
and marketing principles.

Formulation of a Formulation of
a


Formulates a customer- Formulation of a
Formulation of a market customer-oriented considered customer-
oriented market customer-oriented
Formulation of position, but no reflection market position that oriented market position
positioning approach market position but
market position is of market or business appropriately informs that appropriately
that informs business lacking an ability to
not evident. decision-making is business decisions. informs business
decisions inform feasible
evident. Some originality decisions. Originality
(25%) business decisions.
evident. evident.

Clear Clear concise


Clear conclusions recommendations recommendations
Some conclusions but not
developing out 
of developing out of the developing out of the
Conclusion No/Poor well developed. Not
the report and report, clarifying the report, clarifying the
(10%) conclusions. acting as a synthesis of the
clarifying the overall arguments made and arguments made and
report.
outcomes. supporting the overall optimising the overall
outcomes. outcomes.

Little or no
Reasonable
referencing, poor Good presentation, Very good
presentation and Excellent presentation,
structure, not in structure and presentation,
referencing. Structure of structure and totally
Accuracy of sourcing, report format. consistent, accurate structure and totally
the report needs to be accurate referencing.
citation and referencing Errors referencing. Slightly accurate referencing.
tighter in order to Significantly more than

(10%) of grammar and more than minimum More than minimum
aid understanding. minimum scholarly
spelling makes scholarly sources scholarly sources
Minimum scholarly sources present.
understanding present. present.
sources present.
challenging.

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