ASSESSMENT TASK CHECKLIST

Subject

ICMK1802 Market Evaluation

Assessment Task

3 Marketing Analysis Report

Individual or Paired/Group
Task

Individual

Student Name

Student ID #

Study Coach / Trainer

Name

MyIvy Group

Performance Criteria
Did the student satisfactorily provide evidence for the
following:
1. Evaluated the market data, distinguished the
characteristics of possible markets and assessed the
viability of making changes to current operations
2. Prepared a report with a table of contents and:
a. Executive summary
b. Introduction
c. Purpose of report
d. Findings
e. Conclusion
f. Recommendations
3. Items 1-7 below
1. The situation analysis covers:
a. Market background
b. Market size
c. Market growth
d. Market segments
e. Consumer behaviour factors
f. Key competitors
g. Environmental factors
2. Investigated and evaluated possible marketing
opportunities

Student SelfAssessment

Yes

No

Trainer/Assessor
Checklist

Yes

No

3. Reviewed financial viability of opportunities

4. Ranked opportunities in terms of viability and likely
contribution
5. Described the changes needed to be made
6. Analysed if the new product will affect any of the other
products and the continuation of quality service to
existing customers can be assured
7. Estimated resource requirements for changed
operations (marketing, sales, promotion, manufacture,
distribution)
Recommended the viability of making changes to
current operations to stakeholders as required
Situation analyses of demonstrated evidence of sound
marketing research applied to the product and target
market
Identified, ranked and evaluated marketing
opportunities
Described the changes that would affect operations
and the impact of the product on other products and in
the provision of quality service to existing customers
Summary of the resource requirements with financial
estimates

1
ICMK1802 Market Evaluation Assessment Task # 3 - Version 1.6 28/08/2015
Ivy College.

Appropriate recommendations/conclusions

Report contains the dot points as headings in the report

with the Findings section including the items above
and item 8 found in the Recommendations/Conclusions

The report length is + or - 10%

Document was submitted according to Ivy Style Guide

TRAINER/ASSESSOR USE ONLY

The learner achieved the following result:

Satisfactory

Not Yet Satisfactory

Trainer/Assessor comments and feedback:

Trainer/Assessor Name

Date of
grading:

Trainer/Assessor Signature

2
ICMK1802 Market Evaluation Assessment Task # 3 - Version 1.6 28/08/2015
Ivy College.

MARKETING ANALYSIS
REPORT

3
ICMK1802 Market Evaluation Assessment Task # 3 - Version 1.6 28/08/2015
Ivy College.

Table of Contents
1.0 Executive Summary...............................................................................4
2.0 Introduction.............................................................................................5
3.0 Purpose of the Report............................................................................6
4.0 Findings..................................................................................................7
4.1 Situational Analysis.............................................................................7
4.1.1 SWOT Analysis............................................................................7
4.1.2 Market Background......................................................................7
4.1.3 Market Size..................................................................................7
4.1.4 Market Growth.............................................................................8
4.1.5 Market Segments.........................................................................8
4.1.6 Consumer Behaviour Factors......................................................8
4.1.7 Key Competitors..........................................................................8
4.1.8 Environment Factors....................................................................8
4.2 Marketing Opportunities......................................................................9
4.2.1 Opportunity 1...............................................................................9
4.2.2 Opportunity 2...............................................................................9
4.2.3 Opportunity 3...............................................................................9
4.2.4 Opportunity 4...............................................................................9
4.3 Financial Viability..............................................................................10
4.3.1 Opportunity 1.............................................................................10
4.3.2 Opportunity 2.............................................................................10
4.3.3 Opportunity 3.............................................................................10
4.3.4 Opportunity 4.............................................................................10
4.4 Ranking of Opportunities..................................................................11
4.5 Operational Changes........................................................................12
4.6 New Product Analysis.......................................................................13
4.7 Estimation of Resource Requirements.............................................14
4.8 Communication Plan.........................................................................15
5.0 Conclusion............................................................................................16
Reference List............................................................................................18

4
ICMK1802 Market Evaluation Assessment Task # 3 - Version 1.6 28/08/2015
Ivy College.

1.0 Executive Summary

[While an Executive Summary is located at the beginning of a report, it is usually the
last section to be written.
The Executive Summary aims to summarise why the report has been written, what
the main points of the report are and what outcomes or recommendations the report
makes.
An Executive Summary should be no more than half to three quarters of a page in
length.]

5
ICMK1802 Market Evaluation Assessment Task # 3 - Version 1.6 28/08/2015
Ivy College.

2.0 Introduction
[Briefly introduce the product and its background by summarising the information
provided in the assessment task brief. Word Count: 100]

6
ICMK1802 Market Evaluation Assessment Task # 3 - Version 1.6 28/08/2015
Ivy College.

3.0 Purpose of the Report

[Briefly outline the purpose of the report i.e. why it is being prepared as per the
assessment task brief. Word Count: 100]

7
ICMK1802 Market Evaluation Assessment Task # 3 - Version 1.6 28/08/2015
Ivy College.

4.0 Findings
4.1 Situational Analysis
4.1.1 SWOT Analysis
[The SWOT involves specifying the objectives of the business venture or project and
identifying the internal and external factors that are favourable or otherwise to
achieving that objective.

Strengthsorganisational attributes that are helpful to achieving the objective.

Weaknessesorganisational attributes that are harmful to achieving the
objective.

Opportunitiesexternal conditions that are helpful to achieving the objectives.

Threatsexternal conditions that could do damage to the organisations
performance.]

S
tre n g th s
Strengths

We
a kn esse s
Weaknesses

[In
sert
[Insert
[In
sert
[Insert
[In
sert
[Insert

stre
ng th .]
strength.]
stre
ng th .]
strength.]
stre
ng th .]
strength.]

[In
sert
[Insert
w
e a kn e ss.]
weakness.]
[In
sert
[Insert
w
e a kn e ss.]
weakness.]
[In
sert
[Insert
w
e
a kn e ss.]
weakness.]

O
p p o rtu n itie s
Opportunities

T
h re ats
Threats

[In
sert
[Insert
o
p p o rtu n ity.]
opportunity.]
[In
sert
[Insert
o
p p o rtu n ity.]
opportunity.]
[In
sert
[Insert
o
p
p
o rtu n ity.]
opportunity.]

[In
sert
[Insert
[In
sert
[Insert
[In
sert
[Insert

th re at.]
threat.]
th re at.]
threat.]
th re at.]
threat.]

4.1.2 Market Background

[Briefly describe the market and its structure. Word Count: 100]

4.1.3 Market Size

[Identify the value and/or volume or relative size of the market. Word Count: 100]

4.1.4 Market Growth

[Outline whether any growth has recently occurred in the size of the target market.
Word Count: 100]
8
ICMK1802 Market Evaluation Assessment Task # 3 - Version 1.6 28/08/2015
Ivy College.

4.1.5 Market Segments

[Consumer markets are often segmented into four bases.

Geographiccity, size, area or climate.

Demographicgender, income, family life cycle.
Psychographicpersonality, lifestyle, socioeconomic status.
Behavioural (product-related bases)loyalty, product usage, relationship to
product.

Detail how the market is currently segmented. Word Count: 200]

4.1.6 Consumer Behaviour Factors

[Identify whether any consumer behaviours may have impacted the success of
existing product sales, for example, launching at Christmas time. Word Count: 100]

4.1.7 Key Competitors

[Identify key competitors within the market. Word Count: 100]

4.1.8 Environment Factors

[Outline whether any environmental factors are presently impacting the market, such
as concerns about potential pollutant emissions from large manufacturing plants.
Word Count: 100]

9
ICMK1802 Market Evaluation Assessment Task # 3 - Version 1.6 28/08/2015
Ivy College.

4.2 Marketing Opportunities

[In order to complete this section, you will need to use the opportunities highlighted
in your SWOT analysis above. Explain them in further detail and then evaluate their
likely fit with the Beckham Sports Star Range. Word Count: 200]

4.2.1 Opportunity 1
[Insert opportunity here.]

4.2.2 Opportunity 2
[Insert opportunity here.]

4.2.3 Opportunity 3
[Insert opportunity here.]

4.2.4 Opportunity 4
[Insert opportunity here.]

10
ICMK1802 Market Evaluation Assessment Task # 3 - Version 1.6 28/08/2015
Ivy College.

4.3 Financial Viability

[Use the opportunities outlined above and assess their financial viability by
undertaking a ROI analysis.]
(Hint: take on board competitor successes and factor in the Beckham brand)

4.3.1 Opportunity 1
Total investment in new product is $X
Estimated profit based on estimated sales is $Y
ROI = $Y/$X = Z%
4.3.2 Opportunity 2
Total investment in new product is $X
Estimated profit based on estimated sales is $Y
ROI = $Y/$X = Z%
4.3.3 Opportunity 3
Total investment in new product is $X
Estimated profit based on estimated sales is $Y
ROI = $Y/$X = Z%
4.3.4 Opportunity 4
Total investment in new product is $X
Estimated profit based on estimated sales is $Y
ROI = $Y/$X = Z%

11
ICMK1802 Market Evaluation Assessment Task # 3 - Version 1.6 28/08/2015
Ivy College.

4.4 Ranking of Opportunities

[A ranking of the above opportunities in terms of their viability and likely contribution
to the business. Word Count: 200]

12
ICMK1802 Market Evaluation Assessment Task # 3 - Version 1.6 28/08/2015
Ivy College.

4.5 Operational Changes

[Outline the changes that need to be made to current operations (assuming they
have no manufacturing outlets in Australia). You will need to see if they already have
distributors in Australia for their other products; check online. Word Count: 200]

13
ICMK1802 Market Evaluation Assessment Task # 3 - Version 1.6 28/08/2015
Ivy College.

4.6 New Product Analysis

[Analyse whether the new product will affect any of the other products and evaluate
how the continuation of a quality service to existing customers can be assured
(consider distribution outlets, the existing and potential markets).
For example if Coca-Cola puts out a coke with a lemon twist, it is a fairly safe
marketing opportunity: Customers know Coca-Cola; they have an existing customer
base; they still offer their traditional product and the new product might bring them
new customers. Word Count: 200]

14
ICMK1802 Market Evaluation Assessment Task # 3 - Version 1.6 28/08/2015
Ivy College.

4.7 Estimation of Resource Requirements

[An estimation of resource requirements for changed operations (consider marketing,
sales, promotion, manufacture, distribution).]
Department:
Marketing

Resource:

Cost:

[Staff]
[Promotion (billboards)]
[Promotion (TV
advertising)]

$X
$X
$X

Sales

[Staff]
[Admin Costs (e.g.
phones, internet)]

$X
$X

Manufacturing

[Staff]
[Plant Location]
[Machinery]
[Fabric]

$X
$X
$X
$X

Distribution

[Staff]
[Vehicles]
[Warehouse]

$X
$X
$X
$X

15
ICMK1802 Market Evaluation Assessment Task # 3 - Version 1.6 28/08/2015
Ivy College.

4.8 Communication Plan

[Use the following table to formulate a communication plan to stakeholders that
details the viability of making changes to current operations as required.]
Who?
[Sales staff]

What?
[New product
launch]

When?
[March 1st]

[Suppliers]

[Increase in
purchase
orders]
[New product
launch]

[January 20th]

[Customers]

[March 14th]

How?
[Email;
PowerPoint
Presentation]
[Letter]

[Print
advertising]

16
ICMK1802 Market Evaluation Assessment Task # 3 - Version 1.6 28/08/2015
Ivy College.

5.0 Conclusion
[A conclusion is a summary of the key points discussed in your report. It should not
introduce any new information that you have not already included in the body of the
report.
A good conclusion should be brief, spanning roughly two or three paragraphs. Word
Count: 250]

17
ICMK1802 Market Evaluation Assessment Task # 3 - Version 1.6 28/08/2015
Ivy College.

6.0 Recommendations
[Selection of preferred marketing mix in response to findings. Select the adjusted
marketing mix for the product which you believe will increase sales and market share
using any hard or other survey results as evidence. Word Count: 250]

18
ICMK1802 Market Evaluation Assessment Task # 3 - Version 1.6 28/08/2015
Ivy College.

Reference List
[Insert references view Style Guide here]

EXAMPLE Martinex-Lopez, F. (2014). Handbook of strategic e-business

management. Springer Science & Business Media.

19
ICMK1802 Market Evaluation Assessment Task # 3 - Version 1.6 28/08/2015
Ivy College.