DEPARTMENT OF MANAGEMENT AND MARKETING

BACHELOR OF BUSINESS : BBUS

BSNS 7370 MARKETING STRATEGY

SEMESTER ONE 2012

ASSESSMENT ONE (INDIVIDUAL): LITERATURE REVIEW

Total marks: 50; Mark value 20% of the final grade. Guidance on size: 5 pages excluding the references

DUE DATE Friday 30th March 2012 at 5.30 pm Your task Is to conduct a literature review on one of the following topics as assigned by the lecturer using ten academic journal articles published in year 2004 or thereafter. You need to integrate the material in the selected articles to illustrate the relevance of the contents to the assigned topic. The topics are: (1) Mobile phones and the future of social networking (2) Concerns of trust and privacy within the social networking sites (3) Current growth and future potential of social networking MARKING GUIDE (1) (2) (3)
(4)

Introduction Clearly state what is covered, what structure the essay will take and what conclusions are drawn (5 marks). Definitions of the key concepts investigated What are they and are they universally acceptable? (5 marks). Literature review - Review and integrate the material to illustrate the relevance to the assigned topic (25 marks). Recommendations As a strategist based on the information gathered from the literature review make present your views to a relevant group of stakeholders who could benefit from your investigation (15 marks). Use 12 point Times New Roman font in your answer script. Spacing should be 1.5. The answer should be limited to five pages excluding references. Accurate referencing is critical. Hard copy in the assignment box for Asoka Gunaratne (Building 172 level 4). You must submit a copy to turnitin.com

DEPARTMENT OF MANAGEMENT AND MARKETING

BACHELOR OF BUSINESS : BBUS

BSNS 7370 MARKETING STRATEGY

SEMESTER ONE 2012

ASSESSMENT TWO: GROUP PROJECT MARKETING AUDIT

35% of the final grade. Guidance on size: 15 pages, 12 pt, 1 line spacing.

Total Marks: 100; Mark Value: 35% of Final Grade. Due Date: Friday 4th May 2012 at 5.30 pm; Hard copy in the assignment box for Asoka Gunaratne (Building 172 level 4); you must submit a copy to turnitin.com
This course emphasises Strategic Marketing Concepts and Models, which a firm may use to remain competitive and yet retain a customer focus. However, as Kotler states, Marketing is an area where rapid obsolescence of objectives, policies, strategies and programmes is constantly occurring. Therefore, from time to time, a firm needs to undertake a critical review of their overall marketing goals strategies and their effectiveness. In fact, every firm should periodically reassess its strategic approach to the market place. A useful tool for such an appraisal is the Marketing Audit. Your task is to identify a firm that you are familiar with and to conduct a Marketing Audit for one product line or a product, as per the guidelines/marking criteria below. 1 Introduction to the firm including a brief background and description of the product, product line, or brand to be audited. (5 marks) Marketing-Environment Audit (30 marks)

(a) Macro-environment 30 marks (4 pages) It is a must you provide the sources of your information with appropriate referencing to avoid getting a ZERO mark for each section. Report factual information. Need to conduct secondary research. A. Demographic
What major demographic developments and trends pose opportunities or threats to this company? What actions has the company taken in response to these developments and trends? (5 marks) What major developments in income, prices, savings and credit will affect the company? What actions has the company been taking in response to these developments and trends? (5 marks)

B.

Economic

C.

Ecological

What is the outlook for the cost and availability of natural resources and energy needed by the company? What concerns have been expressed about the companys role in pollution and conservation, and what steps has the company taken? (5 marks) What major changes are occurring in product and process technology? What is the companys position in these technologies? What major generic substitutes might replace this product? (5 marks) What changes in laws and regulations might affect marketing strategy and tactics? What is happening in the areas of pollution control, equal employment opportunity, product safety, advertising, price control, and so forth, that affects marketing strategy? (5 marks) What is the publics attitude toward business and toward the companys products? What changes in customer lifestyles and values might affect the company? (5 marks)

D.

Technological

E.

Political

F. Cultural

(b) Task environment 15 marks (2 pages) Provide evidence. Factual information is required. Evidence should be attached to the appendix.
A. Markets What is happening to market size, growth, geographical distribution and profits? What are the major market segments? (4 marks) What are the customers needs and buying processes? How do customers and prospects rate the company and its competitors on reputation, product quality, service, sales force and price? How do different customer segments make their buying decisions. (4 marks) Who are the major competitors? What are their objectives, strategies, strengths, weaknesses, sizes and market shares? What trends will affect future competition and substitutes for this product? (3 marks) Structure, cost, efficiency, growth potential, warehousing and transportation facilities (2 marks) Supplier net work, balance of power, new emerging sources, strategies of major suppliers and patterns of selling (2 marks)

B.

Customers

C.

Competitors

D. Distributors and dealers E. Suppliers

Marketing-Strategy, marketing organisation, marketing systems and marketing productivity Audit (2 pages) Provide evidence
Business Mission Marketing Objectives and Goals Marketing Strategy

(10 marks)

A.

Is the business mission clearly stated in market-oriented terms? Is it consistent and compatible with corporate mission? (1 marks) Do the company and marketing objectives provide guidance to marketing planning and performance measurement? Are the marketing objectives clear and realistic, given the companys competitive position, resources and opportunities? (1 marks) Has the management articulated a clear marketing strategy for achieving its marketing objectives? Is the strategy convincing? Has it been properly communicated? Is the Strategy appropriate to the stage of the product life cycle, competitors strategies, and the state of the economy? Is the company using the best basis for market segmentation? Does it have clear criteria for rating the segments and choosing the best ones? Has it developed accurate profiles of each target segment? Has the company developed an effective positioning and marketing mix for each target segment? Are

B.

C.

marketing resources allocated optimally to the major elements of the marketing mix? Are the resources sufficient? Is there scope for reallocation of resources? (5 marks) D. Marketing organisation audit E. Marketing systems audit F. Marketing Productivity audit Does a person of sufficient authority lead the marketing function? Are the marketing activities optimally structured? (1 marks) Are there systems to provide accurate and timely information? How efficient are the planning and control systems? (1 marks) What is the profitability of organisations products, markets, territories and distribution channels? Is there need for expansion or contraction? How does the profitability compare with those of competitors? Are there areas of marketing that incur unrealistic costs? (1 marks)

4
A.

Marketing-Function Audit (2 pages) Provide evidence (10 marks)

Products What are the product, product-line or brand objectives? Are they sound? Is the current product line meeting the objectives? Should the product line be stretched or contracted upward, downward, or both ways? Which products should be phased out? Which products should be added? What are the buyers knowledge and attitudes toward the companys and competitors product quality, features, styling, brand names and so on? What areas of product and brand strategy need improvement? (2 marks) What are the pricing objectives, policies, strategies and procedures? To what extent are prices set on cost, demand and competitive criteria? Do the customers see the companys prices as being in line with the value of its offer? What does management know about the price elasticity of demand, experience-curve effects, and competitors prices and pricing policies? To what extent are price policies compatible with the needs of distributors and dealers, suppliers and government regulation? Any ethical issues (2 marks) What are the distribution objectives and strategies? Is there adequate market coverage and service? How effective are distributors, dealers, manufacturers representatives, brokers, agents and others? Should the company consider changing its distribution channels? (2 marks) What are the advertising objectives? Are they sound? Is the right amount being spent on advertising? Are the ad themes and copy effective? What do customers and the public think about the advertising? Are the advertising media well chosen? Are they using social media? Is the internal advertising staff adequate? Is the sales promotion budget adequate? Is there effective and sufficient use of sales-promotion tools such as samples, coupons, displays and sales contests? Is the public relations staff competent and creative? Is the company making enough use of direct and database marketing? (4 marks)

B.

Price

C.

Distribution

D.

Advertising, Sales Promotion and Publicity

Information analysis (SWOT, EFAS, IFAS & SFAS) Provide a justification for assigned weights and ranking (20 marks) Presentation in class: On Thursday 17th May 2012 (see attached criteria) (10 marks)

TOTAL 100 MARKS Important Note 1 It is suggested that when you contact the chosen firm, ask if you need a letter from the School of Management and Entrepreneurship to comply with the privacy law/issues. In addition, you will need to do research on the company, and a thorough review of New Zealand and other business publications is necessary. For a publicly listed firm, useful information could be derived from the annual reports.

FIRST ONE PAGE REPORT:

Due on Thursday 15th March at the beginning of the class. The report should include the following: ID Numbers, full names (as enrolled at Unitec) and contact numbers of group members, dates of plan meetings, allocation of research duties, and responsibility for writing up various sections, typing and proof reading. Name of the company selected for the audit, the name and telephone numbers of the contact person Copy of the confidentiality agreement signed with the company The document should be signed by all group members.

This report does not carry any marks but non-submission on due date or incomplete submissions will result in deduction of 10 marks from the final score for the project.

Class Presentation
Two weeks are set aside in which all class submissions will be heard. Each presentation will be a maximum of 15 minutes in length. Five minutes will follow each presentation during which the group will field questions from the class concerning the project. All group members must participate in the presentation. All presentation materials (overheads, videos, etc) must be handed over to the lecturer at the commencement of the class on 17th May 2012 at the beginning of the class. Failure to do so will incur a penalty of 10 marks. The presentation must be based on the material handed over in advance and any new materials used will not be considered for assigning the grade. Any student not present will have to submit an SAC application and make a presentation at a date and time given by the lecturer, to qualify for marks, and the rest of the group will be required to make the full presentation at the time allocated. No postponements of the presentation will be allowed.

PRESENTATION CRITERIA 7370 MARKETING STRATEGY

Group Members (Names and ID Numbers) --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ASSESSMENT CRITERIA FOR THE ORAL PRESENTATION:

POLISHED DELIVERY, PROFESSIONAL DEPORTMENT

personal presentation confidence eye contact (material not read) audibility pace, vocal variety no distracting mannerisms

20

ORGANISATION OF MATERIAL, STRUCTURE OF PRESENTATION

strength of opening strength of close logical development transitions (smooth, easy to follow) well supported arguments

30

INCORPORATION OF GRAPHIC INFORMATION

quality of visual aids ease of use

20

INTEREST OF AUDIENCE MAINTAINED

presentation pitched at appropriate level lack of complexity / jargon explained

10

INITIATION AND HANDLING OF DISCUSSION

discussion encouraged confidence in responding to questions credibility and knowledge displayed

20

-------

TOTAL

100

DEPARTMENT OF MANAGEMENT AND MARKETING

BACHELOR OF BUSINESS : BBUS

BSNS 7370 MARKETING STRATEGY

SEMESTER ONE 2012

ASSESSMENT THREE: INDIVIDUAL - REPORT

45% of the final grade Guidance on size: 15 pages, 12 pt, 1 line spacing. 15 February 2012 Friday 1st June 2012 at 5.30 pm.

Date issued: Due date and time: Delivery: Total marks: Marks returned: Instructions:

Hard copy in the assignment box for Asoka Gunaratne (Building 172 level 4) You must submit a copy through turnitin.com

100 marks Scripts will be available in 14 days.

Complete this cover sheet and attach it to your assignment. Read the attached instructions carefully and the report format. This is an Individual assignment and must be your own work. Collusion, copying or plagiarism may result in disciplinary action We advise that you keep a copy of this assignment.

Case: Student Name: Student ID No: Lecturer: Student declaration:

Company where you did the marketing audit

Dr. Asoka Gunaratne I confirm that:

Class time:

5.30 8.30 pm

This is an original assessment and is entirely my own work. Where I have used ideas, tables, diagrams etc of other writers, I have acknowledged the source in every case. This assignment has not previously been submitted as assessed work for any academic course.

Signature - student: Date of signature:

You have been appointed as a marketing consultant to the organisation where you conducted the marketing audit to formulate, implement and evaluate strategy. The implementation phase will be in the context of making changes to company activities to accommodate a chosen strategy. A You need to critically examine Assignment Two in order to select one key strategic issue (Check SFAS). You will then formulate appropriate corporate and business level strategies to resolve this issue. B You will critically examine these strategies for implementation issues, which you propose for action. C By the end of the project you will have a detailed, specific plan for how your strategy will be implemented, controlled and evaluated.
To complete the assignment you will need to support and justify your answers. This assignment is about the application of theory and it is not necessary to quote theory. Your understanding of theory will be demonstrated in your ability to evaluate, integrate, synthesise and make deductions concerning the case study. The report that you write will be to the Chief Executive Officer of the company you investigated.

REQUIRED The report format for completing this assignment and the grading allocation schedule for each section is provided in this document. The major focus of this assignment is to formulate strategy and develop an implementation plan. Part A. Written Assignment Report (90% total contribution to assignment grade)
1. Select and justify the choice of a key strategic issue from Assignment Two, which will be utilised for the rest of this assignment. Note the strategic issue must have implications for corporate and business level strategic development. 2. Create and justify a set of objectives for resolving this strategic issue. 3. What changes will be necessary to the current organisational direction (mission, goals and objectives) in order to accommodate or support these objectives? 4. Generate a series of alternative strategies at the organisational (corporate) level. How do these strategies fit with the strategies you identified in the TOWS matrix in Assignment Two? Select a strategy that best resolves the strategic issue that you selected (you may use more than one). Justify your selection. 5. For your chosen corporate strategy, develop appropriate business level strategies. How do they compare with current business level strategies being pursued? Find evidence from your SWOT analysis in Assignment Two to support your choice of business level strategies. 6. Discuss the strategic focus of the functional strategies to reflect your chosen corporate and business level strategies. Discuss the marketing strategy and any one of the following functional strategies: Finance, operations and research & development.

7. Outline and discuss the major issues related to the implementation of the strategies (corporate and business level) that you have chosen. These may include: leadership, tasks, technology, people, structure, products/services, resources (physical, financial and functional), formal practices and culture. 8. Discuss issues relating to the monitoring, controlling and evaluation of your chosen strategies and their implementation. Provide key specific process and outcomes measures to be employed Part B: Write a Personal Experience Report to the Course Coordinator. Approximately 350 words and will contribute 10% of the weighting of this assignment. This is a personal report from you to the Course Co-ordinator. The report will include: Investigation Process - What you did; when you did it; why you did it. Reflective Learning - What you learned from the experience of working on the assignment (in terms of the technical content about strategy, and the process aspects of developing strategy). Any other insights? Recommendations on how you would work on such an assignment in the future. You are strongly urged to keep a learning log (diary) as you complete the assignment as events and issues can easily be forgotten. Below are some questions to guide your preparation for this part of your work and should be included in your Personal Experience Report. Only a maximum of 12 pages will be read and marked.

REPORT PRESENTATION AND APPENDICES:

The front page of the report must contain a declaration This assignment is solely the work of [name] and signed. Use the standard front page attached. Report Format: (Section 1) Title Page Table of Contents Executive summary (1 page maximum) Introduction (how you will conduct this project) Discussion (Part A - Sections 1 8) Conclusion Recommendations References (APA style) Appendices Personal Experience Report (Section 2) Appendices: Attach any analytical worksheets or diagrams. Report Presentation: Grades will be adversely affected by poor format, incorrect citation, general layout, grammar, syntax, spelling and professional impact. (Note: APA referencing system to be used).

The report must be typed (12 pt font, 1.5 spaced, Arial or Times New Roman) and properly referenced. Refer to the Faculty of Business guidelines on how to write assessment items see 2 books below. This is a Report to the CEO of the company; your presentation needs to be succinct, well argued, and supported by evidence or authority. Clearly state any assumptions you have made. De Luca, R, and Annals, A. (2000) Writing That Works: A guide for students, Auckland: Pearson Education. Emerson, L. (2005) Writing Guidelines for Business Students. 3rd Edition, Palmerston North: Dunmore Press. You can also visit http://www.docstyles.com/apacrib.htm for the latest APA style. Make sure that you use it.

GRADING SCHEDULE: 7370 Assignment 3 Semester One 2012

Name:
Item

ID:
Weight Grade

Title page, Executive Summary, Table of Contents, Introduction, Conclusion, Recommendations

10%

1.Strategic issue choice and development: (Q 1-3)

10%

2. Corporate level strategies and alternate strategies: (Q 4 & 5)

20%

3. Business and functional strategies: (Q 5 & 6)

20%

4. Implementation issues and change targets: (Q 7)

20%

5. Monitoring and evaluating (Q 8) Overall comments (including presentation & references):

10%

Section B: Personal Experience Report

10%

Overall Grade
REMEMBER TO SUBMIT YOUR ASSIGNMENT THROUGH turnitin.com

100%

Plagiarism is a serious offence and zero marks will be awarded to anyone copying material from another student or having others complete any sections of their assignment. Disciplinary action may also be taken. All sources of material must be cited as per APA style. Marks will be deducted if APA is incorrectly used, but no credit will be given for the correct use. Marks will be deducted for poor grammar, poor spelling etc but no credit will be given for correct use etc. ATTACH THIS SHEET AS THE VERY LAST PAGE OF YOUR ASSIGNMENT (after your reference list).