MKTG3004 Marketing Project Session 2, 2020 Individual Phase ReportMKTG3004 Marketing Project Session 2, 2020 Individual Phase Report Requirements for Phases 1 to 4 Department of MarketingOverall Requirements This phase report is a situational analysis based on certain criteria. Each person in the group is to undertake one of the four phases. For this individual assignment, each group member is allocated a specific phase to complete, undertaking research and applying critical thinking to identify the underlying issues and potential solutions for the team to consider as you work towards your final recommendations for Phase 5 as a group. This report is to be completed individually and analyzing one of the phases in detail. Length: 2,000 words (+/- 10%; word count excluding title page, table of contents, reference list and appendices) Due Date: The Individual Phase Report is due in week 7, uploaded via iLearn Turnitin Assignments by 11.00pm SUNDAY 13 th September, 2020. This assignment is worth 25 marks. Late Penalty: No extensions will be granted. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24x hour period or part thereof, that the submission is late. This penalty does not apply for cases in which an application for Special Consideration is made and approved.Phase 1- Basic Demand Conditions ANALYSIS: Consumption patterns things you can consider to include: I. How much do they buy? o Amount of consumption by type and trends, o fluctuations and cycles in demand. II. Who buys and consumes? o Segment the whole consumer market using appropriate segmenting variables, i.e. geographic, demographic, psychographic, behavioural, OR VALS. III. How, when and where do consumers buy? o What is the purchasing behaviour process? o Decision making unit (consumer/industry), buying process, alternatives considered, information sources, decision criteria, existing knowledge and beliefs etc. IV. PESTLE on Demand –including, socio-cultural, economic, regulations, technology, and relevant infrastructure (transport, communication, finance etc). V. Buyer Power section of Porter’s 5 Forces, what can we learn about buyer power in this market? VI. AND Any other marketing models or frameworks applied to the demand conditions you consider appropriate. _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________Phase 2 – Competitor Analysis and the Nature of the Industry ANALYSIS: things you can consider to include: I. Industry Map II. Identify the kinds of strategy selection used by the Client Partner and competitors using one or more of the six basic strategies can be the starting point for your own custom strategy – 1. Cost Leader with Product Life Cycle Focus; 2. Differentiation with Product Life Cycle Focus; 3. Broad Cost Leader; 4. Broad Differentiation; 5. Niche Cost Leader; 6. Niche Differentiator or AND/OR Porter's Generic Strategies. II. Market Positioning 1. What is the market positioning and differentiation of competitors in the market? i. Include a positioning map 2. Market positions and strengths and weakness of main competitors and internal environmental issues where relevant such as organisations resources, capabilities and core competencies (Resource Based View), primarily of our partner and its product. III. Marketing Mix for the client and the competitors Consider inclusion of: 1. 4P’s/7P’s 2. branding, 3. product/service design, packaging, before and after sales services 4. prices, margins, finance and contractual arrangements 5. logistics, 6. role of e-commerce. IV. Cooperative Strategies: consider: Strategic alliances: that might involve supplier, customer, distributor and complementor relations (including technical alliances, government relations, co-marketing arrangements, sponsorship, trade associations, etc.) V. Other aspects of trade and marketing practices and issues not elsewhere covered. VI. PESTLE affecting competition including, 1. socio-cultural, 2. economic 3. government and regulations (taxes, tarriffs, trade practices act), 4. technology, including standards bodies, professional bodies and 5. relevant infrastructure (media, transport, finance etc.) VII. Use the ‘Barriers to Entry’, ‘Internal Rivalry’ and ‘Substitute Products’ analysis of Porter’s 5 Forces for the industry. VIII. Any marketing models or frameworks applied to the competitive conditions you consider appropriate. _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ ________________________________________________________________________Phase 3 - Suppliers and Intermediaries ANALYSIS: Supply Conditions -things you can consider to include: I. Market of Inputs 1. Describe the “market of inputs” used in the production of the end-product. 2. What are the key inputs in producing the product (for example, specialised labour, raw materials, components, technology (both “hard” and “soft”), 3. expertise, finance, intellectual property, patents etc)? 4. Number, type, size and location of suppliers of inputs (including both domestic based and international suppliers) i.e. What are the alternative suppliers and or arrangements? 5. What is the concentration or lack of concentration of ownership and trends in supply? II. Supplier Power analysis from Porter’s 5 Forces. Consider: 1. Consider Supplier switching costs relative to firm switching costs; 2. degree of differentiation of inputs; 3. impact of inputs on costs or differentiation; 4. presence of substitute inputs; 5. supplier concentration to firm concentration ratio; 6. employee solidarity (eg trade unions); vertical integration, supplier competition. III. Nature of value creation and delivery system linking producers and consumers for this type of product or service 1. channels of distribution, 2. key input suppliers, 3. key complementors and 4. other relevant intermediaries that impact on the cost of the product) -include Porter’s Value Chain customised IV. Government actors involved in their role. V. Any marketing models or frameworks applied to the supply conditions you consider appropriate. Intermediaries, Environment and Observers I. Nature of Intermediaries- what is predominant in this industry and their role? 1. distributors, 2. transportation, 3. logistics, 4. warehousing, 5. retailers. II. Industry Observers Outside the Firm and Service Organisations and their influence/role. Consider: 1. Industry Studies, 2. Unions, 3. Business Press (BRW), 4. Local Org. Chambers of Commerce, 5. State Governments, Federal Government, 6. Domestic Trade Bodies/Statistics and International Organisations, e.g. OECD; World Bank, etc. 7. Service organisations such as trade associations, investment banks, consultants, advertising agencies, ratings agencies etc III. Any marketing models or frameworks applied to the supply conditions you consider appropriate. _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________Phase 4- The Current Australian Marketplace as it relates to our Client Partner ANALYSIS: Things you can consider to include: I. This section needs to include an analysis of the overall Australian consumer and business environment inclusive of issues such as 1. Consumer and business confidence, 2. Cost of living comparisons across Australia (or relevant regions), 3. Accessibility and affordability of technology, 4. Application and rate change in technology that is disrupting industries 5. Energy, conservation and climate change 6. Human Development Index ratings, 7. Nutrition, obesity, domestic violence, bullying, cyber bullying, alcohol consumption and overall well-being of society, 8. Social media statistics, 9. Covid-19 impacts and statistics 10.NDIS data on adoption rates, budgets, government funding, consumer awareness, etc. 11.Political stability/unrest 12.Education statistics for people with disabilities AND any other indicators that you believe affect the market and marketing of our client partner. II. Include any marketing models or frameworks that can be applied to the data that incorporates the Australian market conditions relevant to our client partner. The analysis must contain the marketing implications of this data presented for our client partner’s potential new BOS. _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________NAME: ________________________________________ STUDENT ID: ______________ INDIVIDUAL PHASE REPORT VALUE: 25% High distinction Distinction Credit Pass Fail Not Attempted Data Analysis 40% Information from an extensive range of relevant/appropriate sources is analyzed using an extensive range of relevant/appropriate theories, concepts, frameworks, models, techniques and/or tools to develop a sophisticated clear and comprehensive analysis of the problem. Information from a broad range of relevant/appropriate sources is analyzed using a broad range of relevant/appropriate theories, concepts, frameworks, models, techniques and/or tools to develop a clear and comprehensive analysis of the problem. Information from key relevant/ appropriate sources is analyzed using key relevant/appropriate theories, concepts, frameworks, models, techniques and/or tools to develop a clear and reasonably comprehensive analysis of the problem. Information from key relevant/ appropriate sources is analyzed using key relevant/appropriate theories, concepts, frameworks, models, techniques and/or tools to develop a reasonably clear and reasonably comprehensive analysis of the problem. Information analyzed is insufficient, irrelevant and/or inappropriate; theories, concepts, frameworks, models, techniques and/or tools used in the analysis are insufficient, irrelevant and/or inappropriate; and/or the analysis is unclear and/or insufficient. Not attempted/ significantly copied from other sources. Implication s 30% An extensive range of potential implications including some original/innovative/creative solutions/implications, are identified and evaluated with reference to all relevant and appropriate contextual factors (eg constraints, limitations, risks) ). Implications are all extremely clear, feasible and/or appropriate An broad range of potential implications are identified and evaluated with reference to all relevant and appropriate contextual factors (eg constraints, limitations, risks. ). Implications are all clear, feasible and/or appropriate A range of potential implications are identified and evaluated with reference to key relevant and appropriate contextual factors (eg constraints, limitations, risks). Implications are mainly clear, feasible and/or appropriate A limited range of potential implications are identified and evaluated with reference to key relevant and appropriate contextual factors (eg constraints, limitations, risks). Implications are mainly clear, feasible and/or appropriate An insufficient range of potential implications are identified; not evaluated with reference to key relevant and appropriate contextual factors (eg constraints, limitations, risks); and/or unclear, unfeasible and/or inappropriate. Not attempted/ significantly copied from other sources. Relevance to the Client Partner problem 10% An extensive range of specific data is identified that are all relevant to the client partner’s situation. A broad range of specific data is identified that are mostly relevant to the client partner’s situation. A range of specific data is identified that are partly relevant to the client partner’s situation. A limited range of specific data is identified that are somewhat relevant to the client partner’s situation Little or no attempt to identify specific data relevant to the client partner’s situation Not attempted/ significantly copied from other sources. Profession al presentatio n -written/ Visual 10% Text is excellently formatted and properly proofread and edited (spelling, word choice/use of terminology, grammar, referencing) and is the required length. Text is properly formatted, proofread and edited (spelling, word choice/use of terminology, grammar, referencing) and is the required length. Text is mostly properly formatted, proofread and edited (spelling, word choice/use of terminology, grammar, referencing) and is the required length. Text is generally properly formatted, proofread and edited (spelling, word choice/use of terminology, grammar, referencing) and is approximately the required length. Text is inadequately formatted, proofread and/or edited (spelling, word choice/use of terminology, grammar, referencing) and/or is not the required length. Not attempted/ significantly copied from other sources. Quantitativ e and visual support 10% An extensive range of quantitative/visual information is provided to significantly enhance the effectiveness of the text, such information is correct and relevant, and its relationship to the text is made explicit. A broad range of quantitative/visual information is provided to enhance the effectiveness of the text, such information is correct and relevant, and its relationship to the text is made explicit. All necessary quantitative/visual information is provided, such information is mostly correct and relevant, and its relationship to the text generally made explicit. Most necessary quantitative/visual information is provided, such information is generally correct and relevant, and its relationship to the text generally made explicit. Quantitative/visual information is insufficient, irrelevant and/or incorrect; and/or its relationship to the text predominately implicit. Not attempted/ significantly copied from other sources. |