Case Study report,The case study you will need to address is: Dilmah Ceylon Tea: Market Development in Australia

INTRODUCTION TO MARKETING (BHO1171) – Sem 2, 2014

Case Study Report (30%)

Due Date: Week 12 (10/10/2014, Friday 4pm)

Students will work in pairs and analyze the case “Dilmah Ceylon Tea: Market Development in Australia” (p.506, Sharp, 2013) by applying the right theories and concepts. After analyzing, students need to write a formal business report with a length of 3,000 words using 12 pt fonts and 1.5 spacing. The report must be handed in Week 12 (refer to the due date stated above). It is important to write your report in a flowing format, ensuring the issues are identified and addressed.

Please do not only focus on the article and the texts in getting the answers. Students are advised to refer to at least four (4) academic journals, with additions of materials from newspapers, magazines and Internet websites in analyzing and interpreting the case study questions. They need to acknowledge any borrowed citations or any information under reference lists by using Harvard Referencing System (Please refer to Communication Skills Handbook).

Your report must be submitted to Turnitin assignment submission box in WebCT. The allowable percentage of match is 25%.

Assessment Criteria

· Clarity (organisation of the assignment’s contents) - 4 marks

· Mechanical (sentence/paragraph construction, spelling, grammar and punctuation) - 4 marks

· Problem Identification (understanding of main issues; justification) - 8 marks

· Analysis and solutions (range of information and explanation; recommendations) - 8 marks

· Referencing (range of references, relevance of readings, format & style) - 6 marks

PLEASE DO NOT SHARE YOUR ANSWERS AND REFERENCES WITH YOUR FRIENDS. ASSIGNMENTS WITH HIGH PERCENTAGE OF MATCH (BASED ON TURNITIN REPORT) WILL BE PENALIZED!

Sample of a Business Report

Cover Page

· Report Title: Written Case Study – “Dilmah Ceylon Tea: Market Development in Australia”

· Prepared for: Name of Lecturer & Tutor

Victoria University

· Prepared/Written by: Students’ Names and VU ID No

· Date of Submission:

· Tutorial Group:

Executive Summary

· Inclusive of the: Introduction of the report

Content of the report

Conclusion and recommendations of the report

· Should be written only after analysis is completed.

· Do not repeat by using the same sentences and words as the ones used in the report.

· Must spell out and explain the summary instead of just “out-lining” it.

· Should not be exceeding one page length and paragraphing is encouraged.

Table of Contents

· Titles and subtitles

· Page numbers

· Appendices (if attached)

· Must be typed and not handwritten

1.0 Introduction (Must include these four main components)

· Purpose of writing the report

· Short summary of the case study

· Relevant marketing theory definition and explanation (Briefly)

2.0 Problems/issues Identification

· Main issues or problems

3.0 Analysis

· No Assumptions and No own opinions! Only proven facts will be accepted. Every statement made must be referenced and listed under bibliography page and reference list.

· Do not use “I”, “We” when writing reports. Do not personalize the report but instead use third party language.

4.0 Recommendations/Choices of solutions

· List the courses of action, which, the writer, think, is the most appropriate to the firm

· Be specific and not general in giving suggestions.

· Must be related to the facts mentioned in the case study article.

5.0 Conclusion

· Brief presentation of the major findings that have been discovered within the content of the report. (Do not repeat the things you have mentioned in the content because a summary IS NOT a conclusion!)

List of references

· The reference list at the end of the report should be alphabetically ordered.

· You are required to refer to at least 4 academic journal articles and also to some numbers of texts, magazine/newspaper articles and websites. (Please refer to the Communication Skills Handbook on how to write referencing)

· Example of referencing the case:

Madden-Hallett H, 2011, ‘Butcher Doesn’t Cut it! Try the Fresh Food Specialist’, in Ho H & Madden-Hallett H (ed.), Marketing Case in the Asia-Pacific Region, John Wiley & Sons, Queensland.

Appendices (optional)

· Should be kept at minimum

· If it is so detailed and long, put it into the content of report

· Give each appendix a number and a title and enter it into the Table of Contents

· Do not put in any of the journal articles that you have used for your report

Note:

1. Students are to write using formal, business-like tone for this report. This means there should be no usage of “I”, “We”, and “You” in this report.

2. They are also encouraged to write clear and concise expression of English language.

3. There should be a logical flow of sequence.

4. The report should also be free from excessive spelling and grammatical errors. Hence, before submission, proofreading must be done.

5. Please also write the word count at the end of the report (after the conclusion section).