COMPETITIVE ANALYSIS (BBMK602)

INDIVIDUAL OR PAIRED ASSIGNMENT

DUE 5.2
Learning Outcome Assessed: a - c.
Weighting: 35% = 15% written assignment, 15% in-class presentation and 5% peer review
Report format: 1000 words per student; 5-8 minutes per student

COMPETITIVE ANALYSIS - INDIVIDUAL or PAIRED

ASSIGNMENT
No extensions will be given

Assessment 3
Written and Oral Assignment

35%

Written Assessment
Due by 11pm on day of
Lecture 5.2
Oral Assessment Session
6.1

In this assessment students are required to submit a written assignment and deliver
an oral presentation relating to Competitive Analysis. Students will apply skills and
knowledge to develop an analysis of a recent new competitive marketing strategy of
an organisation in an emerging market.
The organisation may be
a. entering an emerging market or
b. an emerging market corporation undertaking internationalisation
Theoretical concepts, processes and models as presented during lectures and
tutorials should be used and applied.
IN

THE WRITTEN REPORT YOU SHOULD:

1. Organisation overview: Identify the selected organisation and provide a brief

overview of its corporate history
2. Emerging market opportunity: Define the opportunity presented to the
organisation
3. Define the tools of strategy analysis: Detail the framework upon which you
will analyse the new competitive marketing strategy
4. Evaluation: Analyse the level of success of the strategy utilising at least
three (3) models presented during the unit.
5. Recommendation: Develop a brief recommendation for future strategy/ies
This will demonstrate your ability to apply the important concepts, processes and
models in this subject to competitive analysis.
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The report should be uploaded in report format on Moodle with all student IDs
detailed as the Submission Title.
Report is to be uploaded:

By 11pm on the day of your Lecture 5.2

A signed cover sheet should be attached to the assignment

If you experience difficulties uploading the assignment, to avoid a late

penalty the assignment should be emailed to Janne Palthe by 11pm of date of
submission see Appendix 1. Your assignment will still require uploading into
Moodle for marking.

Content should display logic and cite examples and theories.

You must include:

Research using at least 2 academic journal articles

Carefully select appropriate theories and concepts

Construct an in-depth and analytical discussion

Use evidence and examples to support your work

Write in a clear and logical manner.

Cite all references using the APA referencing system

Prepare and format a reference list.

Your REPORT should be in proper format and will be assessed on the following
criteria:

IN

Quality of analysis applying the theoretical concepts of the course.

Creativity and innovation demonstrated in presenting information.

Professional format with consistent fonts, proper sequence of paragraphs,

correct referencing, spelling and grammar.

THE ORAL PRESENTATION YOU SHOULD:

1. During Sessions 6.1, deliver a five minute presentation per student at a predetermined time, as approved by your Lecturer.
2. Provide an interesting overview of your written report consistent with the topic
and your submitted assignment
3. Generate positive audience engagement including positive verbal/non-verbal
communication and good visual aids.

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IN

THE

PEER REVIEW

YOU SHOULD:

1. Be an attentive member of the audience when fellow students are presenting.

2. Ethically and honestly grade each presenter, on the provided forms, against
four criteria
Relevance to unit contents (pair mark if applicable)
Verbal and non-verbal presentation style (individual mark)
Audience engagement during presentation (individual mark)
Visual aids of presentation (pair mark if applicable)
3. Ensure that you review at least 80% of presentations. Any individual who
does not submit at least 80% of possible peer reviews will have their peer
review mark disallowed.
MARKING
ASSESSMENT

IS

CRITERIA

WORTH 35

MARKS

Written Report: 15 % - Assignment will be assessed on the following:

Criteria
Marks 15%
Comments
Organisation overview: Identify the
selected organisation and provide a brief
overview of its corporate history
Emerging market opportunity:
Define the opportunity presented to the
organisation
Define the tools of strategy
analysis: Detail the framework upon
which you will analyse the new
competitive marketing strategy
Evaluation: Analyse the level of
success of the strategy utilising at least
3 models presented during the unit.
Recommendation: Develop a brief
recommendation for future strategy/ies

/1
/2

/3

/5
/2

Spelling and grammar

/1

Presentation of the report in proper

format including proper referencing of
the sources

/1

Presentation: 15 % - In-class presentation will be assessed on the following:

Criteria

Marks 15%

Relevance to assignment and

consistency with written assignment
(pair mark if applicable)
Verbal and non-verbal presentation style
(individual mark)
Audience engagement during

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/3
/4
/4

Comments

presentation (individual mark)

Visual aids of presentation (pair mark if
applicable)

/4

Peer Review: 5 % - Average of peer reviews against presentation criteria

Criteria

Marks 5%
/5

Average of peer review marks

Comments

TOTAL___________________________________________________
GeneralComments____________________________________________________
___________________________________________________________________
___________________________________________________________________
Signed by Tutor:

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