GBE 804 Business Enterprise Operations Marketing Analysis
The assessment for GBE804 Business Enterprise Operations: Marketing is comprised of twoassessments: a 20% Marketing Analysis assignment and an 80% Marketing Planassignment.
Assignment 1: Marketing Analysis
Due: 8.00amMonday 26thOctober 2015
Weighting: 20%
Refer: See marking schedule following
Requirements:
Entrepreneurial marketing requires the ability to understand market concepts and then to apply them to a business situation.
You are required to academically research and define key marketing concepts, and to apply them to a prescribed business (through actual or realistic examples). The topics you will be expected to research, define, reference and apply include:
1. Segmentation, targeting and positioning (STP)
2. Product or service strategy
3. Pricing strategy
4. Promotion strategy
5. Place strategy
6. Competition
7. Competitive advantage
Your submission is expected to have appropriate APA referencing and correct spelling and grammar.
Length: 1,000 words / 2 pages, plus appendices
Assignment 1: Marketing Analysis Marking Schedule
Student Name: | ID: |
Section | Comments | Mark |
Company overviewx/5.00 | Summary of the assigned business (50 words). | 5.00 |
Outlines the business clearly, appropriately and succinctly (50 words) | ||
Segmentation, Target and Positioning | Definition and application (to the assigned business). (200 words) · How the market is segmented, e.g. geographic, demographic, behavioural, psychographic · What the target market is · What the position of the business is. | 20.00 |
Clear segmentation strategy, well-targeted withlogical positioning rationale (200 words) | ||
Product or Service Strategy x/15.00 | Definition and application (to the assigned business). (150 words) Must include: Core product, Actual product, and Augmented product offering. | 15.00 |
Core, actual and augmented product attributes clearly defined and applied (150 words) | ||
Price Strategy x/10.00 | Definition and application (to the assigned business). (100 words) | 10.00 |
Clear, well-supported strategic analysis of the company’s pricing strategy (100 words) | ||
Promotion Strategy x/10.00 | Definition and application (to the assigned business). (100 words) | 10.00 |
Well-evidenced, applied critique of the company’s promotions strategy (100 words) | ||
Place Strategy x/10.00 | Definition and application (to the assigned business). (100 words) | 10.00 |
Logical, streamlined investigation of the company’s market distribution strategy (100 words) | ||
Competition x/1.00 | Definition and application (to the assigned business). (100 words) Must include: both direct and indirect competitors | 10.00 |
Well-evidenced and thorough analysis of direct and indirect competitors (100 words) | ||
Competitive Advantage x/10.00 | Definition and application (to the assigned business). (100 words) | 10.00 |
Detail the conditions creating a favourable or superior company position (100 words) | ||
References & appendices x/5.00 | High quality materials, correctly APA referenced,with a similarity score of 9% or less (includes both in text and bibliographical references) Details all material used in your analysis and development Effective Research Includes any appendices referred to in your marketing plan | 5.00 |
APA style, all sources cited in text and bibliographically. TurnItIn similarity score | ||
Style & Presentation x/5.00 | Business-like presentation including · Consistency & professionalism of presentation · Readability and clear delivery · Clear structure · Uses Correct grammar and spelling (NZ English) · the functionality of Word (eg, page numbers, headers, footers and tables of contents, figures and lists of tables) | 5.00 |
Perfectly presented, no errors, NZ English, easy to read | ||
TOTAL MARKS (x%) | 100.00 | |
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