Auckland International Campus CX770015 Managing for Growth
Auckland International Campus
Bachelor of Applied Management
Graduate Diploma in Applied Management
CX770015 Managing for Growth
Assignment 3 (40 marks)
Business Idea Development
(Individual Report: Week 8, Day 1) Business Plan Presentation
(Group Presentation - Week 8 Day 2)
Learning Outcomes:
Analyse the stages of business growth and the problems and opportunities to be managed
Devise and evaluate activities appropriate to managing each stage of business growth
March 2018
Page | 1 Auckland International Campus CX770015 Managing for Growth
ASSIGNMENTOBJECTIVES/AIM
The THIRD assessment (40 marks) – Business DevelopmentPlan comprises both an individual (20%) and group component (20%). This assessment aims to develop practical knowledge and competencies in regards to both the process of creating and developing a business plan.
The first part of the assessment involves writing up an individual report on a business development idea (800 words), while the second part of the assessment is to undertake a group presentation for 15 minutes on a fully developed business plan. The second part of the assessment is undertaken in groups of 4 or 5 depending on class size.
PART 1: Business Idea Development (Individual Report – 800 words – Week 8, Day 1).
Using secondary information and relevant marketing concepts assess the market with the objective of launching a new or improved product offering for New Zealand. Your discussion of the business idea must show how your new / improved offering fills a gap in the New Zealand market. The marking criteria document for the individual business idea development report is found below.
Part 2: Business Development Plan Group Presentation (15 minutes Week 8, Day 2).
In groups, prepare a presentation to show how your product offering can be developed and managed over the growth and maturity stages of the product life cycle. To do this you either take the perspective of a new entrant to the industry, or one of the established players. You must consider appropriate objectives, develop a business strategy and the marketing mix strategies you will need to achieve the objectives and strategy. Maybe you could consider a new product line, a new variety, new distribution methods, and/or new advertising initiatives. For example, If you wish to reach a new consumer group, then you need to show that they exist (potentially, at least). If you believe that a lower (higher) price is a key factor then you need to show that there is a trend to lower prices, or evidence of economic pressures, that make the strategy sensible. Your presentation must show sound rationale and logic, and be supported by good quality secondary information.
For your presentation, imagine you are presenting your business plan idea to potential investors. You have 10 minutes to present your business idea/concept and five minutes for questions. All members are required to contribute to the presentations.
Some Brief guidelines group may use to prepare the group presentations.
(Please note this list is not a comprehensive list but merely some guidelines. Each group may adapt and draw on relevant issues that would enable the successful management of the product offering over the stages of the product lifecycle).
§ Present an overview of the product offering.
§ Justify the choice of your new / improved business offering. Provide the logic to show how the idea fits a gap in the market.
§ Do you have a competitive advantage? Identify your main competitors (at least 2). Justify your choice.
§ What are the advantages or benefits of the idea?
§ Is there a real need for it?
§ Is the market ready for your new offering?
§ Who are your target customers?
§ How your company can generate organic growth?
§ How will you manage the growth of your offering over the different stages of the product life cycle (introduction, growth and maturity stages of the PLC)
§ Explain if there are any potential problems the idea might create (in relation to financial, marketing, or
§ Human resource aspects? How might you overcome these problems?
§ Discuss how simple or complex will be the idea's execution or implementation.
Recommended Periodicals and Magazine/Websites for Additional Reading
| | Journals | | Magazines: |
| • • • • • • • • • • | Journal of Service Marketing Managing Service Quality International Journal of Service Industry Management Journal of Marketing Intelligence and Planning Journal of Marketing Journal of Marketing Research Journal of Consumer Research Harvard Business Review Journal of the Academy of Marketing Science Journal of Marketing Management | • • • • • | New Zealand Marketing New Zealand Business National Business Revue Idealog Forbes Economist Financial Times Business Week |
Business Idea Development – Individual Report Marking Criteria (20 marks)
| Marking Criteria | | TOTAL |
|
| Clear description of new or improved marketing offering | | |
| Application of relevant business development to support the logic for the new or improved product offering | | |
| Evidence of a good range of secondary research to support the introduction of the new or improved product offering | 12 marks | |
| Overall discussion demonstrates how new / improved offering fills a businessgapin the market | | |
| Logical progression of ideas | | |
| Coherent and good flow in the discussion | |
| Written in own words | |
| Grammar and spelling | |
| Presentation and formatting | | |
| APA Referencing | | |
| In-text citation | 8 marks | |
| Correct reference list | | |
| Word limit | | |
MARKINGGUIDE:BUSINESSIDEAPRESENTATION
MARKINGCRITERIA
Total Marks: 20
Group Number:
Group Members:
The lecturer will assess the attractiveness of the business ideas based on the following criteria: customer-focus, creativity and future growth potential.
| Criteria | | Total marks | Actual Marks |
| Content | Clear and rational explanation of a selected business idea Effective application of relevant concepts Supported by good quality secondary research | 10 | |
| Visual Element and Delivery | Appropriate use of visual and/or sound effects Slides are readable from the distance Slides are well-organized and provide appropriate amount of information Overall presentation style is engaging and enthusiastic Clearly communicates the proposed business idea | 5 | |
| Team Work | Ability to competently respond the questions and comments from the panel and the audience Group members know their material and do not have to rely on notes and/or reading materials Smooth transition from one group member to another Group members are confident and self-assured Good time-management | 5 | |
| Total | | 20 | |
Marker: Dr. Dave Bibby Marks awarded ________________
PEER AND SELF-ASSESSMENT
This assessment form is designed to help you to assess your team and your own contributions to the process of group project work. The intention is for you to evaluate the contribution made by individual team members to the content and process aspects of group work in your team. Give a mark to each member of your group, including yourself, for the contribution to each particular task (between 0 – 10).
Student Name and ID number___________________________
Project Title _________________________________________
Group number _______________________________________
| Tasks | Group Member 1 (YOUR name) __________ | Group Member 2 (name) __________ | Group Member 3 (name) __________ | Group Member 4 (name) __________ | Group Member 5 (name) __________ |
| Content | | | | | |
| Process | | | | | |
| | | | | | |
Comments
COVERPAGE
Student Name: _________________________________
ID Number: ____________________________________
Course Code and Title: CX770015 Managing for Growth
Assignment Title: _______________________________
Lecturer: Dr. Dave Bibby
Date Submitted: ________________________________
Please be sure to keep a copy of your work. When you have submitted assignment work electronically make sure you keep a backup copy.
Signed:
__________________________
BX770015 MANAGING FOR GROWTH
PAGE
Appendix: The Business Plan
Guideline for components in a Business Plan
PART A: Introduction
1. Executive Summary: Create a one page summary for your plan. Appears first but is done last. This is a very important part of your plan and should include details about your business idea, marketing, finance and operations.
2. Business Philosophy/Vision Statement: This section in your business plan defines the long-term goals of your business. The vision statement serves as a reminder of the main purpose of your business.
3. Product/Service Description: Describe the products and/or services you will be providing. Tell about the consumer benefits and why your chosen product/services will be successful. You must also include retail prices in this section and estimate how many units you will sell for each product on a monthly basis.
PART B: Marketing Research
4. Target Market(s): This section includes an examination of the primary target market for your product or service, including geographic location, demographics, your target market needs and how these needs are being met currently. Even if you intend on selling a service only in your own town, you're not selling that service to everyone who lives there. You need to know exactly what the people might be interested in buying your product or service are like, and how many of them.
5. Main Competitors: This section includes an investigation of your direct and indirect competitors, with an assessment of their competitive advantage and an analysis of how you will overcome any entry barriers to your chosen market. At least two competitors should be provided.
6. Analysis of Potential Location: Include information about:
1. Location of the business. You may need to use a commercial real estate site. Please include mortgage or rent payments as you will need to know this latter on.
2. Will you rent or buy the property?
3. Are you in a mall, free standing building, home-based, or e-commerce business?
4. What will your hours of operation be?
5. What do the parking facilities look like?
6. Will you be near any complimentary business?
PART C: Organisation
7. Ownership Choices:Explain why you have chosen this type of ownership.
New Zealand business ownership structure http://www.youtube.com/watch?v=ATXtUgWeRWQ
PART D: Marketing Plan
8. Pricing Policy:
1. Relationship to competitors: below, above, the same
2. Will you do any introductory discounting to attract customers?
3. Are you going to drive profits through volume (small profit margins where you will sell a lot of product, or are you going for a prestige appeal?)
9. Promotional Plan: What IMC disciplineswould you use to promote your business?
10. Distribution Plan:How will you get your product/service into your customer’s hands? Will you make and sell your products on site (direct distribution) or will you include other intermediaries such as manufacturers or producers (indirect distribution). Most service businesses will use direct distribution. Most retail businesses will use indirect distribution, as the business owner will need to rely on manufacturers and suppliers for his or her products.
Auckland International Campus CX770015 Managing for Growth
Auckland International Campus
Bachelor of Applied Management
Graduate Diploma in Applied Management
CX770015 Managing for Growth
Assignment 3 (40 marks)
Business Idea Development
(Individual Report: Week 8, Day 1) Business Plan Presentation
(Group Presentation - Week 8 Day 2)
Learning Outcomes:
Analyse the stages of business growth and the problems and opportunities to be managed
Devise and evaluate activities appropriate to managing each stage of business growth
March 2018
Page | 1 Auckland International Campus CX770015 Managing for Growth
ASSIGNMENTOBJECTIVES/AIM
The THIRD assessment (40 marks) – Business DevelopmentPlan comprises both an individual (20%) and group component (20%). This assessment aims to develop practical knowledge and competencies in regards to both the process of creating and developing a business plan.
The first part of the assessment involves writing up an individual report on a business development idea (800 words), while the second part of the assessment is to undertake a group presentation for 15 minutes on a fully developed business plan. The second part of the assessment is undertaken in groups of 4 or 5 depending on class size.
PART 1: Business Idea Development (Individual Report – 800 words – Week 8, Day 1).
Using secondary information and relevant marketing concepts assess the market with the objective of launching a new or improved product offering for New Zealand. Your discussion of the business idea must show how your new / improved offering fills a gap in the New Zealand market. The marking criteria document for the individual business idea development report is found below.
Part 2: Business Development Plan Group Presentation (15 minutes Week 8, Day 2).
In groups, prepare a presentation to show how your product offering can be developed and managed over the growth and maturity stages of the product life cycle. To do this you either take the perspective of a new entrant to the industry, or one of the established players. You must consider appropriate objectives, develop a business strategy and the marketing mix strategies you will need to achieve the objectives and strategy. Maybe you could consider a new product line, a new variety, new distribution methods, and/or new advertising initiatives. For example, If you wish to reach a new consumer group, then you need to show that they exist (potentially, at least). If you believe that a lower (higher) price is a key factor then you need to show that there is a trend to lower prices, or evidence of economic pressures, that make the strategy sensible. Your presentation must show sound rationale and logic, and be supported by good quality secondary information.
For your presentation, imagine you are presenting your business plan idea to potential investors. You have 10 minutes to present your business idea/concept and five minutes for questions. All members are required to contribute to the presentations.
Some Brief guidelines group may use to prepare the group presentations.
(Please note this list is not a comprehensive list but merely some guidelines. Each group may adapt and draw on relevant issues that would enable the successful management of the product offering over the stages of the product lifecycle).
§ Present an overview of the product offering.
§ Justify the choice of your new / improved business offering. Provide the logic to show how the idea fits a gap in the market.
§ Do you have a competitive advantage? Identify your main competitors (at least 2). Justify your choice.
§ What are the advantages or benefits of the idea?
§ Is there a real need for it?
§ Is the market ready for your new offering?
§ Who are your target customers?
§ How your company can generate organic growth?
§ How will you manage the growth of your offering over the different stages of the product life cycle (introduction, growth and maturity stages of the PLC)
§ Explain if there are any potential problems the idea might create (in relation to financial, marketing, or
§ Human resource aspects? How might you overcome these problems?
§ Discuss how simple or complex will be the idea's execution or implementation.
Recommended Periodicals and Magazine/Websites for Additional Reading
| | Journals | | Magazines: |
| • • • • • • • • • • | Journal of Service Marketing Managing Service Quality International Journal of Service Industry Management Journal of Marketing Intelligence and Planning Journal of Marketing Journal of Marketing Research Journal of Consumer Research Harvard Business Review Journal of the Academy of Marketing Science Journal of Marketing Management | • • • • • | New Zealand Marketing New Zealand Business National Business Revue Idealog Forbes Economist Financial Times Business Week |
Business Idea Development – Individual Report Marking Criteria (20 marks)
| Marking Criteria | | TOTAL |
|
| Clear description of new or improved marketing offering | | |
| Application of relevant business development to support the logic for the new or improved product offering | | |
| Evidence of a good range of secondary research to support the introduction of the new or improved product offering | 12 marks | |
| Overall discussion demonstrates how new / improved offering fills a businessgapin the market | | |
| Logical progression of ideas | | |
| Coherent and good flow in the discussion | |
| Written in own words | |
| Grammar and spelling | |
| Presentation and formatting | | |
| APA Referencing | | |
| In-text citation | 8 marks | |
| Correct reference list | | |
| Word limit | | |
MARKINGGUIDE:BUSINESSIDEAPRESENTATION
MARKINGCRITERIA
Total Marks: 20
Group Number:
Group Members:
The lecturer will assess the attractiveness of the business ideas based on the following criteria: customer-focus, creativity and future growth potential.
| Criteria | | Total marks | Actual Marks |
| Content | Clear and rational explanation of a selected business idea Effective application of relevant concepts Supported by good quality secondary research | 10 | |
| Visual Element and Delivery | Appropriate use of visual and/or sound effects Slides are readable from the distance Slides are well-organized and provide appropriate amount of information Overall presentation style is engaging and enthusiastic Clearly communicates the proposed business idea | 5 | |
| Team Work | Ability to competently respond the questions and comments from the panel and the audience Group members know their material and do not have to rely on notes and/or reading materials Smooth transition from one group member to another Group members are confident and self-assured Good time-management | 5 | |
| Total | | 20 | |
Marker: Dr. Dave Bibby Marks awarded ________________
PEER AND SELF-ASSESSMENT
This assessment form is designed to help you to assess your team and your own contributions to the process of group project work. The intention is for you to evaluate the contribution made by individual team members to the content and process aspects of group work in your team. Give a mark to each member of your group, including yourself, for the contribution to each particular task (between 0 – 10).
Student Name and ID number___________________________
Project Title _________________________________________
Group number _______________________________________
| Tasks | Group Member 1 (YOUR name) __________ | Group Member 2 (name) __________ | Group Member 3 (name) __________ | Group Member 4 (name) __________ | Group Member 5 (name) __________ |
| Content | | | | | |
| Process | | | | | |
| | | | | | |
Comments
COVERPAGE
Student Name: _________________________________
ID Number: ____________________________________
Course Code and Title: CX770015 Managing for Growth
Assignment Title: _______________________________
Lecturer: Dr. Dave Bibby
Date Submitted: ________________________________
Please be sure to keep a copy of your work. When you have submitted assignment work electronically make sure you keep a backup copy.
Signed:
__________________________
BX770015 MANAGING FOR GROWTH
PAGE
Appendix: The Business Plan
Guideline for components in a Business Plan
PART A: Introduction
1. Executive Summary: Create a one page summary for your plan. Appears first but is done last. This is a very important part of your plan and should include details about your business idea, marketing, finance and operations.
2. Business Philosophy/Vision Statement: This section in your business plan defines the long-term goals of your business. The vision statement serves as a reminder of the main purpose of your business.
3. Product/Service Description: Describe the products and/or services you will be providing. Tell about the consumer benefits and why your chosen product/services will be successful. You must also include retail prices in this section and estimate how many units you will sell for each product on a monthly basis.
PART B: Marketing Research
4. Target Market(s): This section includes an examination of the primary target market for your product or service, including geographic location, demographics, your target market needs and how these needs are being met currently. Even if you intend on selling a service only in your own town, you're not selling that service to everyone who lives there. You need to know exactly what the people might be interested in buying your product or service are like, and how many of them.
5. Main Competitors: This section includes an investigation of your direct and indirect competitors, with an assessment of their competitive advantage and an analysis of how you will overcome any entry barriers to your chosen market. At least two competitors should be provided.
6. Analysis of Potential Location: Include information about:
1. Location of the business. You may need to use a commercial real estate site. Please include mortgage or rent payments as you will need to know this latter on.
2. Will you rent or buy the property?
3. Are you in a mall, free standing building, home-based, or e-commerce business?
4. What will your hours of operation be?
5. What do the parking facilities look like?
6. Will you be near any complimentary business?
PART C: Organisation
7. Ownership Choices:Explain why you have chosen this type of ownership.
New Zealand business ownership structure http://www.youtube.com/watch?v=ATXtUgWeRWQ
PART D: Marketing Plan
8. Pricing Policy:
1. Relationship to competitors: below, above, the same
2. Will you do any introductory discounting to attract customers?
3. Are you going to drive profits through volume (small profit margins where you will sell a lot of product, or are you going for a prestige appeal?)
9. Promotional Plan: What IMC disciplineswould you use to promote your business?
10. Distribution Plan:How will you get your product/service into your customer’s hands? Will you make and sell your products on site (direct distribution) or will you include other intermediaries such as manufacturers or producers (indirect distribution). Most service businesses will use direct distribution. Most retail businesses will use indirect distribution, as the business owner will need to rely on manufacturers and suppliers for his or her products.