Authentic tasks – Business, marketing plan
The main body of the report excluding title page, executive summary, table of contents, tables, figures, list of references and appendices must not exceed 3500 words.
22 Oct 2017 (Sunday in Trimester 3 Week 9) Final submission time: 11:30pm
Type of Collaboration
1. Identifies and synthesises key practices, principles and/or theories applicable to resolving business issues or problems.
2. Uses content to explain ideas within the context of the discipline that shapes the work.
3. Expresses opinions that are clear and supported by concise, creative, logical and coherent arguments.
4. Uses reference materials, information and data as appropriate.
5. Proposes one or more solutions that indicate comprehension of the challenge, considering contextual factors as well as sustainability dimensions.
6. Evaluates the proposed solutions(s), considering history of challenge, a review of logic underpinning solution(s), feasibility of solution(s), and possible impacts of solution(s).
7. Pays attention to writing conventions particular to business discipline, including organisation, presentation, formatting, and stylistic choices.
8. References according to Harvard style, both in-text and list of references.
The above-mentioned criteria that are equally weighted are reflected in a marking rubric that will be used to assess the performance of your report.
Style and Format
Use only Calibri font, size 11, single line-spacing, and 2.5 cm margins on all sides of the pages.
This assessment task has been set up to be checked by Turnitin, a tool for checking if it has unreferenced content. You can submit your assessment task to Turnitin prior to the due date and Turnitin will give you an originality report. You can then make any changes that may be required and re-submit your final version by the due date.
For this assessment, assume you are the marketing manager of Peoplecare, a private health insurance agency that has headquarters in Wollongong, Australia. Your supervisor has asked you to consider the Federal and NSW Government’s commitment to supporting the growth of South Western Sydney, and provide informed recommendations on how Peoplecare can identify opportunities for entering into that geographical market.
Address the following assessment questions:
1. Conduct a macro-environment audit; see Table 23.8 on page 700 of the Textbook for details on audit.
2. Quantify the trends that are identified using importance weights for each environmental dimension and rank the issues.
1. What are the customers’ needs and buying processes?
2. How do customers and prospects rate the company on key attributes?
1. Who are the major competitors?
2. What are their strategies, strengths, weaknesses, sizes and market shares?
3. What trends will affect future competition and substitutes for the company’s key product?
1. Justify the key market segment(s) that Peoplecare should target in this geographical market.
2. What market segmentation variables are evident in Peoplecare’s potential offering and explain how you determined this to be true.
3. Provide a profile of the target market using the example discussed in class.
1. How does Peoplecare want its product and its associated brand to be perceived by its target market, with respect to competition?
2. Write a positioning statement using the template discussed in class.
3. Draw positioning maps for the intended target market(s).
1. How can Peoplecare effectively build brand equity in this geographical market?
Address the assessment using material from the text, lectures, situations found in written cases, and external written sources such as industry reports, journal articles, newspapers, magazines, and web sites. Any statements and inferences need to be justified with evidence. Place information like matrices in the appendix.
Your Report must consist of the following, in that order:
1. Title page (on a separate page of the report): Immediately following the assignment cover sheet should be a title page listing the report title, company and brand logos and any other design you would like to include, and the date of submission.
2. Executive Summary (on a separate page of the report): Executive Summary should contain: (a) background information and the purpose of the report, (b) brief details of the method of analysis (approach, procedure and/or methods), (c) important findings, (d) recommendations and (e) major conclusions. You can provide Summary in point format. See Subject Moodle site for an exemplar report.
3. Table of contents (on a separate page of the report): The contents page sets out the sections and subsections of the report and their corresponding page numbers. It should clearly show the structural relationship between the sections and subsections. The conventions for section and page numbering are provided on Moodle site.
4. Introduction: The introduction should introduce all aspects of the report questions and preview the content of the report. Specifically, the introduction should include: (a) general lead-in information about the report topic; (b) a statement of the main aim(s) and objective(s); (c) method(s) of approach; (d) indications of the scope and limitations of the report; and (e) a preview of material presented in the body of the report.
5. Body: Address the assessment questions above.
6. Recommendation(s): Propose solutions or courses of action that follow logically from your interpretation of your findings, and evaluate them. See marking criteria for details.
7. Conclusion(s): Summarise the report’s findings with the key recommendations. Also state the limitations of the report.
8. References: These must be provided in-text as well as at the end of the report using Harvard-style referencing. Do not number the references, but sort them in alphabetical order, and leave single-line spacing between each reference.
9. Appendices: Place information that is not essential to explain your findings, but that supports your analysis, validates your conclusions or pursues a related point in an appendix. There is no limit to what can be placed in the appendix providing it is relevant and reference is made to it in the report. Each separate appendix should be lettered (Appendix A, Appendix B, etc.). The order they are presented in is dictated by the order they are mentioned in the text of the report. It is essential to refer to each appendix within the text of the report; for example, “For growth rates, see Appendix B” or “Appendix B contains the growth rates of …”