FOR MORE CLASSES VISIT tutorialoutletdotcom • This assignment has several purposes. It requires you to: 1. Research factual information to collect data 2. apply marketing theories to the activities of a specific organization identified through the collected data;

1. MKTG 1001 Research factual information
FOR MORE CLASSES VISIT
tutorialoutletdotcom
• This assignment has several purposes. It requires you to:
1. Research factual information to collect data
2. apply marketing theories to the activities of a specific
organization identified through the collected data;
3. work collaboratively with others to challenge and develop ideas;
4. Prepare a formal written report.
Instructions
In groups of no more than 5 students - Using one of the companies/
products/ brands we have used in Tutorial
Learning Activities, evaluate and analyse the marketing situation.
Choose one of the companies / brands from
and then pick a product or product line within your groups. This
product line cannot be the same product line
chosen by any of the group members for their individual
assessment. Research the required information to
complete the sections of the report as outlined below. Follow the
rubric at the end of this document as a
guide to your headings. Use a numbering system for headings.
Title Page - indicating company/product/brand name AND
includes names and student numbers of group
members Executive Summary - It is advisable to write this last as it
is a synopsis of the main findings of the report
including the conclusion and recommendations. It is not included
in the word count; however, should not be
longer than 150 words or 3 quarters of a page. It should always be
written in past tense. Table of Contents - Should outline all
headings, subheadings and the corresponding page numbers. It is

2. not
included in word count. Use WORD auto construct for this; you
will need however to first format all the
headings and subheadings in appropriate ‘list’ format. 1.
Introduction to report and company - It is advisable to write this
just before the executive summary as it
overviews each of the areas included in the report. Use future tense
in your language, e.g. “This report
will…” Remember it should not include the conclusion. The
purpose is to introduce the organisation, the
chosen product line and then finally the report elements and
structure. You may want to define the scope of
the report here.
2. Market/Customer Situation: o Industry and market/product they
compete in. Trends in this area. Use ABS.
o Target Markets – use STP theory (what segmentation variables
are used, and what
is this segments size growth and attractiveness, marketing strategy
& positioning)
o Consumer behaviour issues – (like motivation, influencers, buyer
decision-making
process etc...) S2, 2016 1 2.1. Present information about the target
market/s, size and growth. Present relevant customer
information for example target customer description and consumer
behaviour issues.
2.2. Industry and market/product they compete in. Trends in this
area. Use industry reports to identify
the relevant data and associated trends.
2.3. Target Markets – use STP theory to discuss the segmentation
variables used, and what is the
segments size, its growth and attractiveness; marketing &
positioning strategy used by the
company, etc.
2.4. Consumer behaviour issues – The discussion should include
motivation, influencers, buyer

3. decision-making process, consumer behaviour factors that
influence the decision making process. 3. Marketing Mix Situation
- What is the marketing mix, why is it used – use the theory to state
the purpose
and importance. Overall describe how their marketing mix
provides value (how benefits outweighing costs).
3.1. Product – 3 levels of a product and market offering in terms of
goods, service, experience, ideas;
what needs/wants/demands are fulfilled by this market offering.
What type of product is it,
convenience, shopping, luxury or unsought?
3.2. Price – Analyse the pricing strategy; cost-based, competition-
based, value-based etc.; discuss the
price ceiling/price floor and include assumptions about elasticity of
demand in your evaluation,
unless you have direct evidence about this.
3.3. Place – is the process of making the product available to the
customer. Can include physical
locations where the product is sold; the distribution channels used;
is it traditional or a VMN? Also
consider logistics and how the product is handled. If a product on a
shelf, consider micro locations
within the store and on shelves and how this influences sales.
3.4. Promotion – What is the strategy, message &
positioning? Does it use an IMC program? What
forms/types/methods of promotion are used?
3.5. People – staff interactions with customers and how these
impact the 4 service characteristics of
inseparability, variability, perishability and intangibility; level of
involvement in delivering the
market offering.
3.6. Process – Evaluate the level of satisfaction (Satisfaction =
Expectations - Delivery), the “moments
of truth”. High or low level of involvement?
3.7. Physical Evidence – tangibility aspects that help customer

4. determine the level of quality of the
service delivery; it may include positioning and perceptions that
influence the consumer. 4. Competitive Situation – Identify two
direct competitors and one indirect competitor and compare and
contrast with the chosen company and the product line.
Comparison can be on the basis of size, strategy,
market share, product quality and other considerations that indicate
their intentions and behaviours. A table
format is useful here.
4.1. Point of Difference
4.2. Point of Parity (similarity) 5. Macro-environment – give a
brief summary of broad trends that bear on the product line’s
future.
4.1. Demographic trends and its impact on current or potential
target markets
4.2. Economic trends and its impact on how and what customer
spend, and its effect on sales and the
company
4.3. Natural trends – natural forces/disasters, shortages of raw
materials, impact of company on the
environment
4.4. Political trends – laws, regulations, stability, government
interventions, barriers to entry/exit etc. S2, 2016 2 4.5.
Technological trends – new technologies that can/do affect how
the company operates in any way
(e.g. online banking, manufacturing technologies, security, social
media etc...)
4.6. Cultural/social trends – forces that affect how consumers are
influenced by society and culture.
Include Consumer behaviour theories here (e.g. reference groups,
perceptions)
6. SWOT Analysis:– it should only be a synthesis of the situation
analysis with justification through research
or theory. Discuss this to establish logical linkages rather than
present it in a SWOT table. 7. Conclusion and Recommendations:

5. Reiterate the main aspects of the report as a summary. Provide a
rationale for the recommendations using theory; i.e. if you are
targeting a new market segment – reapply
STP concepts; if you are creating a new product, describe the
needs, wants, demands, 3 levels of a product
and what the new product offering will be. 8. Reference List in
APA format – only use credible sources of information. Start on a
new page. Avoid using
sources such as Wikipedia, Investopedia, Tutor2u, Slideshare etc.
If in doubt, refer to the referencing guide
on the library webpage - not included in word count 9. Appendices
(if needed) – not included in word count Word Limit: 5000 words
(+ - 10%), Report Format.
Submit to TNTN: Name the file being submitted as
Tablenumber_Sessionday_Sessiontime e.g.:
Table01_Mon_5pm We are looking for your ability to explain
things both in theoretical terms and through practical application of
the theory to the particular case.
This is not a data gathering exercise; hence, we are not evaluating
your capacity to gather data about the
company/ business. However, researching the information is
essential; hence, where access to available data
about the organisation is limited, you may make assumptions
where practicable. Please state any assumptions
you make. S2, 2016 3 Criteria Fail Pass Credit Distinction High
Distinction Executive Summary Minimal or no
evidence is
demonstrated: Some evidence is
demonstrated: Adequate Evidence Thorough evidence is
demonstrated: Excellent evidence is
demonstrated: Summarises the whole
report – is not an
introduction. Approx.
350 words or no longer
than a page in length

6. (not counted in word
count). The Executive
Summary is missing or
does not meet its
purpose for its intended
audience. The summary
information provided
does not align to the
report, information and
structure is missing or
inaccurate. is demonstrated:
Executive Summary
summarises the
majority of the report.
Several errors may be
evident.
The summary is the
prescribed length, but
could be more accurate
and comprehensive.
The summary has
required detail
completed so as to
interest the reader. Introduction S2, 2016 The summary is
concise (prescribed
length) and accurate.
The summary has
enough detail
completed so as to
enhance reader
situational familiarity. 3 Executive Summary
includes an effective
overview of each
element of the report.
The summary is

7. concise (prescribed
length), accurate and
comprehensive.
The summary has all
detail completed so as
to enhance reader
interest Not attempted Some attempt at
introduction. Lack of
overriding topic
sentence or otherwise
incomplete. Other
sentences within
introduction do not
cover all of report.
Evidence of
grammatical,
punctuation and/ or
spelling errors. Introduction uses clear
topic sentence first
which covers most of
the report. Other
sentences cover most
elements of the report
Some punctuation and
grammatical errors
may be evident. Uses clear topic
sentence that covers
report adequately.
Other sentences cover
all aspects of report.
Possible minor
grammatical,
punctuation and / or
spelling errors evident. Clear evidence of
summary topic

8. sentence. All other
sentences clearly
outline each aspect of
the report. Evidence of
high level linguistic
ability. Punctuation
where relevant is used
skilfully and correctly.
Free of grammatical
and spelling errors. 5 The information is
inaccurate or elements Adequate information
on target markets Good information on
target markets Concise information on
target markets Very high standard of
accuracy and 20 Brief introduction to
the organization, Market & Customer
Situation Executive Summary
clearly summarises the
entire report. Minimal
errors may be evident. Weighting
% Target markets
identified, size and
growth trends from
past years are missing.
Insufficient
information to inform
evaluation. provided although not
sufficiently
comprehensive to
inform understanding
of possible impact on
marketing strategy.
Some errors may be
evident. provided. There may
be some omissions of

9. key areas not
adequately explained.
Sufficiently
comprehensive to
inform understanding
of possible impact on
marketing strategy.
Few errors evident. provided. No
omissions of key areas
and most adequately
explained.
Comprehensive
treatment which
informs understanding
of impact on marketing
strategy. No errors
evident. succinctness in
presentation of
information. Evidence
of higher level linkages
to marketing strategy.
Error free. Marketing Mix
Situation The information is
inaccurate or elements
are missing.
Insufficient
information to inform
evaluation. Adequate information
on marketing mix
situation provided
although not
sufficiently
comprehensive to
inform understanding
of possible links with

10. other mix elements.
Some errors may be
evident. Satisfactory
information on
marketing mix
situation provided.
There may be some
omissions of key areas
not adequately
explained. Sufficiently
comprehensive to
inform understanding
of possible links with
other mix elements.
Few errors evident. Concise information on
marketing mix
situation provided. No
omissions of key areas
and most adequately
explained.
Comprehensive
treatment which
informs understanding
of links with other mix
elements. No errors
evident. Very high standard of
accuracy and
succinctness in
presentation of
information. Evidence
of higher level linkages
between elements.
Error free. 20 Not attempted, very
inaccurate or too brief. Introduces and
describes details of the

11. competitors’, identified
markets and marketing
mixes to the reader
with minimal errors. Introduces and
describes the
competitor’s markets,
marketing mix and
minimally compares
and contrasts
competitors’. Little
use of marketing
models, mainly
descriptive. Introduces the details
of competitors’ markets
and marketing mixes
completely and in a
concise manner. Good
comparison between
competitors. Use of
marketing models to
analyse and link to
customer perceived
value. Introduces the
competitors’ marketing
situations accurately
and succinctly,
enhancing the report’s
impact. The reader has
specific details of the
organisation, identified
markets and marketing
mix. Excellent use of
marketing models to
illustrate competitor
comparisons. 20 Nature of the product,

12. pricing, promotion,
distribution and
supply, processes,
physical attributes of
delivery( if service),
strategy Competitor Situation
Identify and describe
major competitors. S2, 2016 Macro Environmental
Situation Not attempted or very
inaccurate or too brief. Introduces and
describes elements of
the environment to the
reader with some
errors. Introduces and
describes elements of
the environment to the
reader with minimal
errors. Some
supporting use of
models to provide
rationale for inclusion. Introduces details of
elements of the
environment to the
reader and in a concise
manner. Good use of
marketing models to
analyse importance to
situation. Introduces details of
elements of the
environment to the
reader accurately and
succinctly, enhancing
the report’s impact.
Excellent use of
marketing models to

13. illustrate and argue
importance. 20 Poorly attempted,
difficult to understand
or not included. Some attempt to pull
together and synthesize
key issues. However,
omissions evident. Satisfactory attempt to
summarise the key
issues. Some omissions
of weighting or
importance to analysis. Good summary of key
issues with some
attempt at justification
of relevance to
company situation. Very good summary of
key issues, concisely
put with sound
rationale for inclusion, 5 Not included or
minimal, no
justification provided. Recommendations
included The conclusion unifies
the report reiterating
the main issues.
Satisfactory
identification of some
recommendations with
adequate justification. The conclusion unifies
the report reiterating
the main issues well. The conclusion unifies
the report reiterating
the main issues and is
very succinct. 5 The report reflects
consistent structure.
Information is
organised and

14. sequenced to convey
the intended meaning
to the reader
Titles/Subtitles are
organised and included
to assist reading. The report is well
structured.
Information is logically
organised and
sequenced to convey
the intended meaning
to the reader allowing
ease of reading.
Titles/Subtitles chosen
influence the report’s
consistency. Broad trends that bear
on the ‘product’. SWOT
Summarise the key
issues.
Conclusion and
Recommendations Report Format
Suitable structure and
headings The report is
inconsistent in
structure which
impedes the
interpretation and unity
of the report for the
reader.
The analysis does not
follow a logical or
organised structure. S2, 2016 The report reflects
minimal structure
flaws. Information has
been organised to

15. convey meaning to the
reader. Titles/Subtitles
are included. Very good
recommendations
linked to prior analysis.
Uses marketing theory
to justify.
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