Marketing Research Project- Collect and Analyse

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L6ML2017.2Ass2v2InstructionsMarkingGuide1.docx

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Marketing Leadership 2017.2 Research Project – Collect & Analyse Assessment 2 Instructions and Marking Guide 35 marks
The lecturer's objectives by completing this assessment you will work through the collect and analyse steps of the CADDIE planning process and demonstrate your understanding of COMP factors. This will also assist assessment 3. Scenario: You are working as a research assistant for a boutique marketing consultancy- specialising in retail. Task: You have been commissioned to produce a report which involves analysing the situational factors related to the prominent retail business Baby Bunting. Baby Bunting has been a growth story and a share market ‘darling’ since listing on the ASX in 2015 however the impending opening of Amazon’s Australian operation has many nervous about the prospects for retail businesses. In your report, you need to identify the COMP factors currently at play and those impacting the foreseeable future. This will mostly involve secondary research [i.e. utilising existing information sources] and also involve some degree of assumption where full information is not readily available. Fortunately, Baby Bunting is listed on the Australian stock exchange so investor reports and presentations made by the company may provide a rich source of data. Your 2250 word report will cover the COMP factors for Baby Bunting: Customer- including primary and secondary targets markets Organisation- the company’s current competencies and deficiencies Market- the market conditions including key competitors Product- the current ‘Total Product’ offering made by Baby Bunting both online and in store A SWOT matrix [strengths weaknesses, opportunities and threats] will then be derived and presented as the final section of report [this will prove to be a useful summary when it comes to competing Ass3].
Introduction and Background	4 marks
Executive Summary [2 marks] Your report must include an executive summary including the key findings found within the report (no longer than 1 page)
Background of the focus company Baby Bunting [2 marks] Give a brief summary of Baby Bunting its business model and background.
The [COMP factors] Customer, Organisation, Market & Product characteristics	20 marks
Customer [5 marks] Customer- including primary and secondary targets markets. Define Baby Bunting’s target market(s)- demographic, psychographic, behavioural etc; both primary and secondary.
Organisation [5 marks] Organisation- describe Baby Bunting’s current competencies and deficiencies.
Market [5 marks] Market- outline the current market conditions including Baby Bunting’s key competitors.
Product [5 marks] Product- the current ‘Total Product’ offering made by Baby Bunting both online and in store.
SWOT Matrix	5 marks
SWOT Matrix [5 marks] Provide a strengths, weaknesses, opportunities and threats [SWOT] Matrix for Baby Bunting. The strengths and weaknesses being derived by taking an internal perspective [looking at factors within Baby Bunting]; while the opportunities and threats being derived by taking an external perspective [looking at factors outside of Baby Bunting].
Conclusion	3 marks
Overall conclusion [3 mark] Provide a strong conclusion that sums up the report.
Formatting	3 marks
Formatting [3 marks] The submitted report should be Microsoft Word document, 12 point Arial or Times Roman Numeral font,1.25 spacing). The report must be suitably referenced and may include images, tables, diagrams, illustrations etc. Report format with appropriate headings & subheadings, professional look (nicely inserted images- minimum 2).
Referencing & Word Limit [marks may be deducted] Normal in-text and end-text referencing applies in accordance with the Referencing Guide. Word limit 2250 words +/- 10% OK [Note the word limit excludes- cover page, contents page, references, figures & images and appendices]. Submissions that are over this limit may attract a penalty. Naturally those noticeably under this will also probably gain fewer marks as it is hard to gain marks for what you have not written.
Overall grade [out of 35 marks]

PLEASE NOTE: Marks above reflect the proportion of focus and content that should be devoted to each section. It is highly recommended that you follow the above format and headings for your assignment.

This is an individual NOT a group assessment.

Assessment 2 Research Project- Collect & Analyse Submission information

Weighting	This assessment accounts for 35% of the assessment in this unit.
Date/Week	Monday 25th September 11.59pm [Monday of Week 9]
Time	5.00pm.
Place	Via Turn it in on blackboard - no hardcopies are required. Emailed asssignments will not be marked – you MUST submit your assignment via TurnItIn.
Format	1. Word doc 2. Assignment Cover Sheet must be attached to your assignment- it can be at the end of the work (ensure your student name and student number are included).