Marketing case study
PHASE 1 : Approx. 800 words PHASE 2 : Approx. 1700 words
Learning outcomes addressed
a. Reflect on the evolution of the Marketing Concept.
b. Outline the elements of the Marketing Process
c. Analyse the social, cultural, global and environmental responsibilities of the professional marketer.
d. Demonstrate an understanding of analysis, problem solving and communication skills in Marketing.
e. Describe key marketing metrics used to evaluate the effectiveness of a marketing plan.
PHASE 1 : Week 9 PHASE 2 : Week 12
100 Marks for each phase
PHASE 1 : 35% PHASE 2 : 30%
???HEP: 4375/CRICOS Provider Code 00246M MKT101A Case Study T2 2015
??????The presentation recommended for this Assessment is REPORT FORMAT.
o An Executive Summary is NOT required. Although,
Students should include a Title Page, a Table of Contents,
and use suitable Headings for the information presented. o Student Identifier (Name and Number) and Page
Numbers should appear on each page of the document –
ideally in either the Header or Footer.
o All assessments are expected to be submitted in a form
and format that would be acceptable in the business world. Therefore:
All Assessments are to be submitted to Blackboard. Handwritten and/or electronic submissions sent directly to the Lecturer will not be accepted;
All work must be word-processed, spell checked, grammatically acceptable, and professional in appearance.
o Should not be written from a 1st person context, but rather from the 3rdperson perspective. That is, “I, we, my, our”
are not acceptable;
o All claims and recommendations are to be supported by
suitable and relevant marketing and/or theoretical
o Includes a correctly constructed Reference List and
accompanying in report citations as per College
guidelines (Harvard Referencing).
o The use any combination of narrative, point form,
diagrams, graphs or charts including presenting the information in table form is permitted – particularly if these devices reduce the wordiness and increase the “readability” of the submission.
Overall Marks will be awarded for:
o The variety of appropriate data sources accessed;
o The demonstration of the understanding of Marketing
Theories and Strategies and their applications to the
o Identification of the correct Theoretical Marketing Strategy/Principle for
each of the Product’s Marketing Mix elements.
? The depth , relevance and accuracy of the assessment and subsequent recommendations made to the current
Marketing Mix Strategy; and
? The validity and potential usefulness of the final report
????????ASSESSMENT INTRODUCTION AND REQUIREMENTS
The aim of this assessment is for students to demonstrate both their understanding of, and ability to identify the key components of a Marketing Plan for a product or service of their choice. The selected brand/product/service should be Australian (and exclude international brands being marketed here). There are two phases to the assessment. The first phase requires students to select a product/service and analyse it according to topics that are covered in Weeks 1- 4 of class (due in Week 6). Students are also expected to provide a description of the product/service according to the 8P’s from the consumer’s perspective.
HEP: 4375/CRICOS Provider Code 00246M MKT101A Case Study T2 2015
??In the second phase of the assessment (due in Week 11) students are expected to show a thorough understanding through application to theory of the Marketing Mix for their product/service of choice (Please note: the same product/service is to be used for Phase 1 and Phase 2 of the Case Study).
Each student is to select an Australian Company’s Product/Service as the basis for the Case Study development.
The Product/Service does not necessarily need to be a “successful” product – e.g. Vegemite iSnack 2.0
Students should select a Company and Product/Service which is well recognised and one where there would be sufficient information and literature readily available on.
This will be subject to the Lecturer’s Approval –
An informal discussion will be held on this in Week 2 of the Subject Delivery.
This initial Phase of the Case Study (Assessment 1) requires the students to analyse a Product/Service of their choice from a “Consumer’s Perspective”.
At a minimum it should include information regarding:
Background Information on the Company and selected Product/Service
Identification of key changes to the Marketing Environment
Examine forces in the marketing environment that may influence both marketers’ and customers’ decisions including economic, political, legal, socio-cultural and technological factors.
A SWOT Analysis should be based on factors identified from your analysis of the Marketing Environment (Opportunities/Threats) and any relevant internal factors (Strengths/Weaknesses).
A brief overview of the three (3) main Competitors of the Product/Service, including why or what makes it a competitor to the Product/Service under review. Discussion in this section should also cover off whether the Competitor is considered to be superior/inferior to the Product/Service under review.
Consumer Buyer Characteristics
o Identify situational, psychological and social influences on the buying decision process
??????????????HEP: 4375/CRICOS Provider Code 00246M MKT101A Case Study T2 2015
???A description of the Product/Service’s Marketing Mix (the 8 P’s). The information should be provided from a consumer perspective. There is limited need for application to theory in this section. At this point, a few of the relevant lectures on each of the 8 P’s will have taken place so please base your discussion on your observations/knowledge/understanding of the product from the customer’s point of view. (Application to theory of the 8 P’s will take place in Phase 2 of the Case Study).
? Pricing Structures – the general pricing structure of the Product/Service. How does it compare to competitors pricing?
? Place and Distribution Structures – how and where is the Product/Service available for purchase?
? People – what are the credentials or skills of the deliverer of the service?
? Processes – are there particular processes that are essential to the delivery of thie service? Is
this part of their competitive advantage?
? Physical Evidence – what do they use to make the service more tangible? How do they set up
the physical environment in which the service is delivered?
? Partnerships – Are there any strategic partnerships in the delivery of the product or service? How
does this impact on the delivery of the service and what do each party in the partnership contribute
to the customer experience?
? Promotion Strategies /Tactics used – how and where does the Company predominantly
promote the Product/Service (i.e. through advertising, PR, social media, personal selling etc).
Any information that is obtained from secondary sources (i.e. books, journal, newspapers etc) must be correctly referenced. This should include in-text citations and an alphabetical Reference List.