BUS5SMM | Assessment Task 1: Marketing Case Research and Analysis…

Assessment Task 1 tasks and proposed structureCoversheet (1%)Provide title of the report, student full name and student number, subject code and title, and name of…

Assessment Task 1 tasks and proposed structureCoversheet (1%)Provide title of the report, student full name and student number, subject code and title, and name of the teacherTable of contents (2%)Report contents (headings/sub-headings) and their page numbersIntroduction (2%)Purpose of this report, scope, and structureBackground to the case and demonstration of the body of knowledge (15%)Company background (10%)• History• Philosophy, mission and vision, and objectives.• Company performance: sales, revenues, profit, market share, brand image/equityIdentify key principles of sustainable marketing of ‘Icebreaker” (5%)Company’s commitment to• Serving the needs of the present without compromising on the future generations to meet their own needs• Applying the triple bottom line: environment, society, and economy. Analysis of Icebreaker marketing mix strategies and synthesis with sustainability theories and concepts (30% in total)Marketing mix strategies: product (7.5%)• Nature of the product and needs it serves• Product lifecycle analysis   o Raw materials used to produce the product   o Energy used to produce the product Marketing mix strategies: pricing (7.5%)• Pricing strategy(ies) the company is using.• Whether externalities costs are taken into consideration.• How company’s prices compare with other companies’ (competitors’) prices.Marketing mix strategies: promotion (7.5%)• Communication objectives.• Target audience.• Promotion elements/types of media used by the company.• Contents of communications/advertisements, types of appeals.Marketing mix strategies: place (distribution) (7.5%)• Icebreaker’s products’ place of manufacture and distribution.• Company’s arrangement of its logistics, types of vehicles used• Any other distribution issues (e.g. efficiency)? Provide a marketing positioning analysis of the organisation against its competitors (15%)• Based on its marketing mix strategies, what position does Icebreaker take in the market relative to its competitors?• Who are Icebreaker’s target customers (demographics, psychographics, etc.)?• How are Icebreaker’s products/brand different from other companies? What makes its products attractive to customers?Assessment of company’s success and recommendations (15%)• How successful is Icebreaker’s marketing strategies?• How is this success measured? What variables are used to assess success?• What are the company’s internal weaknesses and potential external threats?• Provide recommendations for the company to overcome its weaknesses and threatsScholarly pursuit: presentation, grammar, and spelling (10%)• Demonstrate your ability to present a well written and well-structured report• Report should be free from grammar and typing errors.• Use headings and sub-headings where appropriate and number them, e.g. 1. Introduction, 2. Company background, etc.• Write approximately 1,500 words (maximum 1,750 words).• Use Calibri 12 point font, 1.5 line spacing.• Start a new paragraph when a new or different point/topic/issue is to be discussed. Avoid using very large paragraphs.• Include relevant tables, graphs, and figures (whichever is applicable).• Use colors and images where appropriate; make your report look interesting. Let’s block ads! (Why?)

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