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RMIT University MKTG1215 Assessment 3 代写

MKTG1215 Strategic Marketing 代写代做辅导

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MKTG1215 Assessment 3 – S2 20. 1
SCHOOL OF ECONOMICS, FINANCE
& MARKETING
MKTG1215
Strategic Marketing
This document is a copy of the assignment guide with additional comments (in red) giving advice on how to
approach the report. This advice is based on the feedback given to students in previous semesters.
Assessment 3 - External Client Marketing Strategy Development – Part B v1.2
This is an individual assignment where we develop a strategic plan for an organisation. It is designed to help
develop knowledge and critical analysis skills in a live environment. It is also an opportunity to develop effective
business report writing skills.
Overview
The focus of this subject is the integration of the theories, concepts and frameworks from the key readings into
the weekly cases and the industry partner project. This helps create a structured and evidenced based approach
to problem solving and strategy development. This is a more professional and robust approach then simply
offering opinions.
The insights you have developed in assessment 2 are used in this assessment.
The Scenario
You are a marketing consultant and an organisation has contracted you to develop the first stage of a strategic
plan to help grow their business.
Value: 50%
Type: Individual
MKTG1215 Assessment 3 – S2 20. 2
Submission
• An electronic copy of the report (in Microsoft Word) is to be submitted on Canvas / TurnItIn.
• Please do not include a coversheet.
• Late submissions may be penalized by up to 10% per day. Submissions will not be accepted after 7
days past the due date.
The Turnitin Similarity Score.
• Please note that Turnitin automatically scans assignments for plagiarism.
• Only one submission per student is permitted.
• The similarity index will be released one day after the submission date.
• Any report with a Turnitin similarity index of over 15% will be reviewed by the course coordinator and
appropriate action will be taken.
• Please see the RMIT guidelines on plagiarism, under ‘Learning Resources’ in Canvas.
Use of Images
• No images of text or analysis tables are permitted. Diagrams can be inserted as an image.
• Students who use images of text will be required to provide the original text and discuss this in a
meeting with the course coordinator.
Assignment Requirements
• This is a business report, so it should be clear and precise.
• The report is to be submitted in Microsoft Word.
• Please use a clear sans-serif font like Arial, or Calibri, and a 10-point font (outside tables).
• All pages are to be numbered.
Tables and Diagrams
• We recommend using tables to present the detail of your analysis and implementation plans. Tables
are a professional way of presenting data.
• Please introduce each table with 1-2 sentences; explain what each table is used for.
• After the table, write a short paragraph explaining the key findings from the table.
• Please use 8-point font in tables.
• For tables that are more than a page in length, please repeat the headings of the table on each page.
• Tables and diagrams must be in the body of the report.
Report Length
• 3000 words (+/– 10%) not including the analysis tables or appendices.
• Note that reports that do not meet the word limit may be penalised by up to 10% per 500 words.
References
• All sources of information must be clearly cited and referenced.
• Please use in-text citations. NOTE
Appendices
• Please do not include analysis tables in the appendices: they belong in the main body of the report.
• Only include back-up information in the appendices.
The Use of Assumptions
When preparing a marketing report in industry we endeavor to obtain appropriate data to base our insights and
decisions on. There are times when the marketers experience and industry knowledge enable them to make
educated assumptions in their analysis. These assumptions are notated as such. Similarly, when doing your
report, if there is no data for use in part of a model, please make an educated assumption, based on your
understanding of the industry. Please notate where you have made these assumptions. NOTE
Submission - Please upload your report via Canvas.
Marking guide - Please see the rubrics in Canvas.
MKTG1215 Assessment 3 – S2 20. 3
Report Structure
Title page.
Please include your name, ID and the case name
Executive Summary (5%)
An executive summary is often read by management first. It should clearly and precisely tell the reader:
• What the report is about – An overview why you are doing this strategic plan.
• The key findings – The key Strengths, Weaknesses, Opportunities and Threats that your analysis has
uncovered.
• The key recommendations or solutions – A summary of the Objectives and Strategies.
• Why your Strategy will achieve the Objectives.
Note that an executive summary is written in past-tense.
Executive Summary & Introduction
It is important to not mix these up.
An executive summary gives a summary of what has been found in your analysis, your recommendations and
reasons. It is written in post-tense. In some reports’ more detail in the summary of findings would improve the
mark.
An introduction introduces the reader to what the report is intended for and how it is structured. It is intended as
the first piece of leading the reader on a journey through your report. It is written in pre-tense. In some reports’
more detail, into how the report is structured would improve the mark.
Index
Please make this clear and easy to read and use page numbers. It must list all sections of the report by heading,
including the appendices. It tells the reader all the areas you have covered and researched in a quick and easy to
find manner.
Introduction (Aim for 150 to 200 words maximum). (2.5%)
• Introduce the report and what you intend to achieve.
• Briefly describe the analysis you will carry out and how the report will be presented.
Note that an introduction is written in future-tense.
Completing the analysis
In each section, you need to introduce your analysis and explain how the models work. You need to assume the
reader does not know what the analysis models are.
.
Collaborators (10%)
You need to introduce each section: to explain what it is about. This is important so that you do not leave the
reader feel stranded. You need to make it seem effortless for them to read your work.
You need to introduce each section of your analysis and indicate how the models work. You need to assume the
reader does not know what the analysis models are.
MKTG1215 Assessment 3 – S2 20. 4
Who are your client’s important collaborators? Use the Strategic Relationships model (exhibit 7.1) and the Drivers
of IORs model (exhibit 7.2) in a matrix, along with a VRIO process to determine this.
Remember that collaborators are an asset of your client.
How do these collaborators add to your client’s ability to compete.
Are there collaborators that are missing?
Does your client use co-opetition?
It is important that your analysis contains realistic data and ideas. Some students tend to include items that seem
a little generic or random.
In many cases more detail would improve the mark students receive for their use of the models.
Critical Success Factors (2.5%)
From your analysis done so far, including from assessment 2, what appear to be the top 5 Critical Success
Factors?
Discuss why have you chosen each CSF. Where from your analysis did these insights come from?
In class we used the following way of discussing success factors.
- Strategic necessities - Are the factors that are necessary to play the game of an industry.
- Strategic strengths - Are the strategy elements, product and service attributes, operational approaches,
resources, and competitive capabilities that enable you to win the game in an industry. These are the Critical
Success Factors.
Use these terms in your discussion.
Note that the CSFs are independent of your client and the competitors, so don’t discuss the company’s here (we
do this later). We are looking for what will help any company be successful in this industry.
In many cases more detail would improve the mark students receive for their use of the models.
MKTG1215 Assessment 3 – S2 20. 5
Competitors (15%)
You need to introduce each section: to explain what it is about. This is important so that you do not leave the
reader feel stranded. You need to make it seem effortless for them to read your work.
You need to introduce each section of your analysis and indicate how the models work. You need to assume the
reader does not know what the analysis models are.
Using the models from class: what types of competitors are there?
Benchmarking
How does your client compare against their top 2 competitors, on the 5 key success factors?
To analyse this, please build up a Competitive Benchmarking matrix of your client against 2 very different
competitors. For each key success factor, please explain why you have given the ratings in the matrix for your
client and the Competitors.
It is important that your analysis contains realistic data and ideas. Some students tended to include items that
seem a little generic or random.
It is important to make clear what your client does well and what they do not do well. The weaknesses can be the
most important thing to work with.
In many cases more detail would improve the mark students receive for their use of the models.
Strategic Group Mapping
Please use your competitive benchmarking matrix to build up strategic group maps. Each key success factor
needs to be used in the maps.
Use the numbers you have calculated in the benchmarking matrix to determine the placement of your client and
the competitors on each strategic group map.
You need to use a number of maps here.
Use the 5 success factors on the axes of the maps as you feel are appropriate.
Ensure that you are making use of all 5 KSFs.
You may need to use factors other than the 5 KSFs to develop maps that are useful in your analysis.
SWOT Analysis (10%)
You need to introduce each section: to explain what it is about. This is important so that you do not leave the
reader feel stranded. You need to make it seem effortless for them to read your work.
You need to introduce each section of your analysis and indicate how the models work. You need to assume the
reader does not know what the analysis models are.
Insights from your External Analysis
From your context, competitor and customer analysis:
• What are the top 2 Opportunities that you have identified? Explain how these insights were identified and
why they are important.
• What are the top 2 Threats that you have identified? Explain how these insights were identified and why
they are important.
• Following your 5Cs analysis you are able to determine the appropriate stage in the Lifecycle occupied by
the market and your client. Please ensure you include these as an additional opportunity or threat.
MKTG1215 Assessment 3 – S2 20. 6
Insights from your Internal Analysis
From your company and collaborator analysis:
• What are the top 2 Strengths that you have identified? Explain how these insights were identified and why
they are important.
• What are the top 2 Weaknesses that you have identified? Explain how these insights were identified and
why they are important.
It is important that you demonstrate clear linking of the Strengths, Weaknesses, Opportunities and Threats to your
analysis. NOTE
Because we are studying strategy in this course there is a high focus on linking the analysis to the insights. Use
in-text indicators or some type of colour-coding to show this linking.
It is important to not include items that seem a little generic or random.
It is also important to not include new data here. The SWOT is a summary of insights based on your above
analysis.
TOWS Analysis (15%)
You need to introduce each section: to explain what it is about. This is important so that you do not leave the
reader feel stranded. You need to make it seem effortless for them to read your work.
From your SWOT Summary, please conduct a TOWS analysis to aid identifying realistic strategy element options.
In each of the TOWS potential strategies quadrants, please provide the one top potential strategy element.
Under the table, please provide an explanation for each of the potential strategy elements:
• Explain why the particular external and internal insights were linked to develop each potential strategy
element.
• Why is this a good potential strategy element?
You need to introduce your analysis and explain how the models work. You need to assume the reader does not
know what the analysis models are. NOTE
Again - Use intext indicators or some type of colour-coding to show the linking between S W and the O Ts.
Problem / Opportunity Statement (5%)
You need to introduce each section: to explain what it is about. This is important so that you do not leave the
reader feel stranded. You need to make it seem effortless for them to read your work.
From your TOWS Analysis, describe the main problem that you feel is impacting Swiftchat.
• Provide a one-sentence problem statement.
• Provide a one-sentence opportunity statement.
• Describe the logic behind these statements.
See the slides from class on how to do this.
This can be considered the highlight of the report, as – in industry – major changes to your company can flow
from this statement. It is written in a way as to motivate the management from all departments to work together to
set and implement a new strategy.
You need to introduce your problem / opportunity statement. You also need to explain why you have written this
particular statement.
MKTG1215 Assessment 3 – S2 20. 7
Don’t include new analysis here. This belongs above.
It is important that you address the problem that the client briefed us on.
Objectives (5%)
You need to introduce each section: to explain what it is about. This is important so that you do not leave the
reader feel stranded. You need to make it seem effortless for them to read your work.
What objectives will you set to solve the problem or take advantage of the opportunity?
These must meet the SMART criteria and be supported by meaningful description and justification.
Here we are interested in the corporate objective(s). It is important to not put tactical (lower level) objectives here.
These go in your implementation plan.
When you write your objectives, you do not call them ‘SMART objectives’. They just need to meet the
SMART criteria.
Each objective should be one sentence and should meet all of the SMART criteria.
They need to be supported by meaningful description and justification.
Alternative Strategies (10%)
You need to introduce each section: to explain what it is about. This is important so that you do not leave the
reader feel stranded. You need to make it seem effortless for them to read your work..
Using your insights (strategy elements) from your TOWS analysis, list out 3 potential strategies.
For each alternative strategy:
• Describe how these strategies come from the strategy elements in the TOWS.
• Briefly describe how it fits into the Strategy Frameworks that we have covered during the semester.
• Discuss 2-3 strategic advantages of the alternative.
• Discuss 2-3 strategic disadvantages (risks) of the alternative.
You need to use aspects of Porter’s Generic Strategies, the Ansoff Matrix and the Lifecycle based strategies in
your description of your alternatives.
It is important that you list strategies – not tactics. (Note that changes to marketing mix elements are tactics.)
A good test of this is: does your ‘strategy’ need changes to marketing mix elements to be implemented:
- If yes – then it is probably a strategy.
- If no – then this is probably just a tactic (a change to a marketing mix element). It may be a good idea but there
will be an overall strategy that it supports.
Your Recommendation. (15%)
You need to introduce each section: to explain what it is about. This is important so that you do not leave the
reader feel stranded. You need to make it seem effortless for them to read your work..
Select one alternative from the list above as your recommended strategy to achieve your stated objectives.
• Please provide a strategy statement. See the slides from class on how to do this.
• Provide some more detail about this strategy.
Implementation
If your client gives you an order for the next phase of this strategic plan development, then this phase will include
a detailed implementation plan.
MKTG1215 Assessment 3 – S2 20. 8
Describe how you would approach this, using a marketing mix.
Note that you are not being asked to do a detailed implementation plan. You are being asked to describe how
you would approach this. Give a summary of how each element of the marketing mix will change and of the
associated changes to the company. This can be a ½ page summary.
It is important that you structure this using all the elements of a marketing mix.
Your Proposed Financial Analysis.
If your client gives you an order for the next phase of this strategic plan development, then this phase will include
a detailed financial analysis.
Describe how this financial analysis will be done.
Note that you are not being asked to do the analysis. You are being asked how this will be done. This can be a ½
page summary of how you recommend your client go about working out the financial aspects of the
recommended. Ie, how to work out what the potential costs are and how to work out what the potential revenue
and profit will be.
We do not want to see numbers here – just explain the steps involved.
Measurement
If your client gives you an order for the next phase of this strategic plan development, then this phase will include
a detailed plan for evaluating success.
Describe how you would approach this.
Here, you need to describe the measurement of your recommended implementation elements and your
recommended financial analysis elements.
Conclusion (1/4 page) (2.5%)
Here you need to remind the reader of the reason for the report, what you have found in the analysis, your
recommendations and why they will succeed.
Report Writing and Quality (2.5%).
The information needs to be presented in a professional and business-like manner, using business language,
clear headings and layout, good citations and referencing and effective use of tables and diagrams.

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