Value:30%
Due Date:29-May-2020
Return Date:23-Jun-2020
Submission method options:EASTS (online)
TASK
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Marketing Plan
You are an entrepreneur and want to start a small business. You begin by developing a marketing plan for your agriproduct.
Make a PowerPoint presentation of no more than 1000 words (+/- 10% allowance given) to your potential funding organisation and convince them that your business idea is worth launching. You can pick up an existing differentiated agriproduct or come up with your novel product.
The word count does not include appendices, tables, cover page, contents page, reference list or titles. Write thetotal wordsused ineach sectionon the first slide. Requestsomeone preferably outside the subject to read your draftbefore submission. Acknowledge the checker on the first slide. Also write your full name, course name and university year on the cover slide.
Covert your PowerPoint presentation to pdf for submission.
Context of the task | Marks |
| Introduction to the product |
|
I. 3 C analysis,i.e.customers, competitors and company itself | 3 |
II. Environmental Analysisto analyse external factors(Political, Economic, Social, Technological and Cultural factors) | 5 |
III. SWOT Analysis | 4 |
IV. Target marketbased on five broad approaches (Geographic, Demographic, Socio-cultural, Psychographic and Behavioural) | 5 |
V. Positioning | 2 |
VI. Marketing mix strategy(Product, Price, Place, Promotion) | 4 |
VII. Conclusion | 2 |
Clarity and creativity of presentation
A report that is professionally composed and presented, and at a standard consistent with university-level academic writing has the following attributes: - The first slide that defines the product. Clear headings and sub-headings on each slide based on the task content above for the reader’s benefit. The report should be 1000 words in total with some allowance (+/- 10%). The word count does not include appendices, tables, cover page, contents page, reference list or titles.
- Well-prepared tables that are clearly and correctly labelled and cross-referenced (e.g. Table 1 shows...) and discussed in the text
- The written expression of the report should be concise and comprehendible with correctly constructed, varied and linked sentences and paragraphs to form a cohesive report
- A CSU document should have in-text referencing and a full reference list in the APA style at the end. The references should be cited using APA6 referencing style available fromCSU referencing tools for guidance. Provide a hyperlink for each government report or data source used, citing all resources, both in the text and in the reference list. The table must also acknowledge sources at the bottom in the format “Source: Author (Year)”.
| 5 |
RATIONALE
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SUBJECT LEARNING OUTCOMES
This assessment task will assess the following learning outcome/s:
- Be able to accurately explain how differentiated product markets work and how to go about market planning of differentiated agriproducts
GRADUATE LEARNING OUTCOMES
This task also contributes to the assessment of the followingCSU Graduate Learning Outcome/s:
- Academic Literacy and Numeracy (Skill) - Charles Sturt Graduates demonstrate the literacy and numeracy skills necessary to understand and interpret information and communicate effectively according to the context.
- Academic Literacy and Numeracy (Application) - Charles Sturt Graduates consider the context, purpose, and audience when gathering, interpreting, constructing, and presenting information.
- Information and Research Literacies (Knowledge) - Charles Sturt Graduates demonstrate that disciplinary knowledge is developed through research and evidence.
- Information and Research Literacies (Skill) - Charles Sturt Graduates demonstrate the skills required to locate, access and critically evaluate existing information and data.
- Ethics (Application) - Charles Sturt Graduates form judgements and apply ethical decision making and reasoning to identify creative solutions to ethical problems.
- Professional Practice (Skill) - Charles Sturt Graduates demonstrate discipline-specific technical capabilities and self-appraisal required for a beginning practitioner or professional.
- Lifelong Learning (Knowledge) - Charles Sturt Graduates anticipate lifelong learning requirements post-graduation.
MARKING CRITERIA AND STANDARDS
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| HD | DI | CR | PS | FL | Marks |
3 C analysis, i.e.company, customers and competitors | The plan is creative; the justification is succinct and represents synthesis, evaluation and application of the relevant theories. The work is very well organised and can be used to enhance decision making | The plan is creative; the justification represents synthesis, evaluation and application of the relevant theories. The work is well organised and can be used to enhance decision making | The plan is interpretive and draws on theory. The work is organised and can be used to enhance decision making | The plan is descriptive and follows some theory. The work is loosely structured and would enhance decision making to some extent | The plan does not reflect knowledge of theory/ principles. It does not sufficiently relate to the case and/or would not enhance decision making | 3 |
Environmental Analysisto analyse external factors(Political, Economic, Social, Technological and Cultural factors) | Same as above | Same as above | Same as above | Same as above | Same as above | 5 |
SWOT Analysis | Same as above | Same as above | Same as above | Same as above | Same as above | 4 |
Target marketbased on five broad approaches (Geographic, Demographic, Socio-cultural, Psychographic and Behavioural) | Same as above | Same as above | Same as above | Same as above | Same as above | 5 |
Positioning | Same as above | Same as above | Same as above | Same as above | Same as above | 2 |
Marketing mix strategy(product, price, place, promotion) | Same as above | Same as above | Same as above | Same as above | Same as above | 4 |
Conclusion | Same as above | Same as above | Same as above | Same as above | Same as above | 2 |
Clarity and creativity of presentation
| Learning is presented creatively, and clearly, with the use of multiple modes of communication (e.g., photos, drawings, videos) | Learning is presented creatively, and clearly, with the use of multiple modes of communication | Learning is presented creatively, and clearly | Learning is presented clearly | Learning is not presented clearly | 5 |
REQUIREMENTS
back to topRefer to the example of amarketing planfrom the APPENDIX of Elliott, G., Rundle-Thiele, S., & Waller, D XXXXXXXXXXMARKETING (3rd ed.). Melbourne, AUSTRALIA: WileyThis resource is accessible through the CSU library (three case studies including the one mentioned here under topic 4 reading list on the subject site too). Also, refer to the materials covered in the lectures.
Follow the criteria laid above with clear headings and sub-headings provided. It requires:
• Sourcing the most recent data and facts from the relevant sources
• Use/produce tables where needed
• All resources cited in APA style, both in text and in the reference list
• Number the figures and tables if used and cross-referenced into your text (e.g. Figure 1 shows...) and discuss
• Limited to 1000 words in total but some allowance is given (+/- 10%). The word count does not include a reference list, appendices, tables or their titles
Assessment item 3 - Market Research
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Value:40%
Due Date:29-May-2020
Return Date:23-Jun-2020
Length:1000
Submission method options:EASTS (online)
TASK
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Market Research
Design your consumer survey for your chosendifferentiated agriproductand collect data from at least 30 participants (you can generate the data yourself OR ask friends and family to respond ensuring the anonymity of respondents in the latter case). (A sample survey named “Example” has been placed on the left-hand menu of the subject’s i2 site that you can participate in to get an idea of what is expected). Your market research is aimed at pinpointing yourtarget market segment,and theproduct attributesthat your target market segment prefers.
Present anExecutive Summaryto your shareholders/financial supporters based on the results of the survey in no more than 1000 words (+/- 10% allowance given). The word count does not include appendices, tables, cover page, contents page, reference list or titles. Write thetotal wordsused ineach sectionon the first page. Requestsomeone preferably outside the subject to read your draftbefore submission. Acknowledge the checker on the cover page. Also write your full name, course name and university year on the cover page. Put all your tables and graphs in the appendix.
Use data to tell your story.You do not need to explain the methodology. You can add your ideas to the conclusion.
Also for this assessment,
i) you need tocreate Sawtooth Discoverdemo accountusing youremailyou have registered with CSU as a student. Discover enables you to design a survey and collect data. The free subscription, however, is limited to 10 respondents i.e. your data won't exceed 10 responses.
ii) To overcome this limitation, pleaseadd yourselfto yoursubject coordinator's paid academic subscriptionclicking the link:https://account.sawtoothsoftware.com/AccessLink/de40e3f5b625491a8a1d60e1a4c8c66c
iii) You then need to clickCollaborationand add your subject coordinator's email address XXXXXXXXXXusing the share icon which is third from the top left-hand menu in your designed survey (image cut & pasted below). 
Context of the task | Marks |
I. Introduction Provide amacro overviewof your chosen industry that highlights its importance to theAustralian economy. - No of businesses (producer and other businesses along the value chain if possible)
- Map of the major production regions in Australia
- Total production estimates (tonnage/volumes)
- The gross value of total production (dollar figure)
- The monetary value of the domestic market
- Domestic average per capita consumption
- Employment (numbers)
- Exports (tonnage/volumes & dollar figure)
| 5 |
II.List no more thanfive consumer segment variablesthat you used. These variables should be based on five broad approaches, i.e. Geographic, Demographic, Socio-cultural, Psychographic and Behavioural ABS census dictionaryis an excellent resource to pick segmentation variables but keep it as simple as possible | 2.5 |
III.List no more thanfive product attributes and the levelsthat you used in your survey with some justification for each variable
For food products, you can get good ideas by reading: Oude Ophuis, P. A. M., & Van Trijp, H. C. M XXXXXXXXXXPerceived quality:A market driven and consumer oriented approach.Food Quality and Preference, 6(3), XXXXXXXXXXdoi:https://doi.org/10.1016/ XXXXXXXXXXT
Please read other journal articles/resources too and refer to them here. Develop your survey keeping in mind that this is an online survey. | 2.5 |
IV. Conjoint analysis
Run the Choice-Based Conjoint (CBC) survey and then from the left-hand menu, go toCBC Analysis. Use the results from primary data collected to answer the following three questions (Make sub-headings of the bold and underlined keywords in the questions below): - Based on theshare of preferencewhich product scored the highest (product 1, 2 or 3) and what were that product's attribute levels that scored highest? (copy and paste the Sample Scenario graph comparing three products and table of levels of attributes for the highest-ranked product)
- What does theimportance summarygraph/table show? (copy-paste the table and describe thetop 3 importance scores)
- Use theutility summarytable to explain the product attribute that scored highest (copy and paste the graph for this attribute/its levels)
| 12 |
V. Consumer market segmentation Analyse the primary data collected to show how the consumers weresegmented for the productwith the highestshare of preferencebased on your five consumer segment variables? (Copy and paste any three graphs based on segment variables) Place your answers for the above segmentation criterion under the relevant sub-headings of Geographic, Demographic, Socio-cultural, Psychographic and Behavioural. | 9 |
VI. Promotion Based on the results for your chosen agriproduct, which market segment will you target and what attributes will you promote? What mix of promotion campaigns (use two different campaigns) will you use to most effectively communicate with your target market? Be specific and mention which broad promotion method each campaign falls under, e.g. advertisement on TV. | 4 |
VII. Conclusion Conclude with one suggestion for future research or what from your new knowledge could have been done better in your survey. | 1 |
Presentation A report that is professionally composed and presented, and at a standard consistent with university-level academic writing has the following attributes: - A title to define the content, a cover page, a table of contents, and provides clear headings and sub-headings for the reader’s benefit. The report should be 1000 words in total with some allowance (+/- 10%). The word count does not include appendices, tables, cover page, contents page, reference list or titles.
- Well-prepared tables that are clearly and correctly labelled and cross-referenced (e.g. Table 1 shows...) and discussed in the text
- The written expression of the report should be concise and comprehendible with correctly constructed, varied and linked sentences and paragraphs to form a cohesive report
- A CSU document should have in-text referencing and a full reference list in the APA style at the end. The references should be cited using APA6 referencing style available fromCSU referencing tools for guidance. Provide a hyperlink for each government report or data source used, citing all resources, both in the text and in the reference list. The table must also acknowledge sources at the bottom in the format “Source: Author (Year)”.
| 4 |
RATIONALE
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This assessment task will assess the following learning outcome/s:
- Be able to accurately explain how differentiated product markets work and how to go about market planning of differentiated agriproducts
This assignment covers differentiated product marketing in the agriproduct system and learning outcomes from topics 4 to 9. It aims to help students achieve a thorough understanding of differentiated product markets by addressing the following:
- How primary and secondary data are collected and analysed to study a specific consumer market segment
- What technique is used by marketers to understand unique attributes that consumers value and are willing to pay for
- What methods of promotion are appropriate
MARKING CRITERIA AND STANDARDS
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Criteria | HD | DI | CR | PS | FL | Max Grade
|
Overview of the Industry | Clear, concise and in-depth description | Clear and in-depth | Clear description | Lack of some details | Superficial description | 5 |
Consumer segment variables | Same as above | Same as above | Same as above | Same as above | Same as above | 2.5 |
Product attributes and their levels | Same as above | Same as above | Same as above | Same as above | Same as above | 2.5 |
Conjoint analysis | The data has been comprehensively analysed in a focused manner. | The data has been clearly analysed and is complete. | The data analysis is almost complete but needs some clarification. | The data analysis needs a lot of clarity and missing crucial information. | The analysis is unclear. | 12 |
Consumer market segmentation | Same as above | Same as above | Same as above | Same as above | Same as above | 9 |
Promotion methods | The methods are creative; the justification is succinct and represents synthesis, evaluation and application of the relevant theories. The work is very well organised and can be used to enhance decision making | The methods are creative; the justification represents synthesis, evaluation and application of the relevant theories. The work is well organised and can be used to enhance decision making | The methods are interpretive and draw on theory. The work is organised and can be used to enhance decision making | The methods are descriptive and follow some theory. The work is loosely structured and would enhance decision making to some extent | The framework does not reflect knowledge of theory/ principles. It does not sufficiently relate to the case and/or would not enhance decision making | 4 |
Conclusion | Clear, concise and in-depth | Clear and in-depth | Clear | Generally clear
| Superficial | 1 |
Presentation | Clear, relevant and meaningful title, cover page, table of contents headings and subheadings to define contents | Clear and relevant title, cover page, table of contents, headings and subheadings to define
contents | Contains a title, cover page, table of contents, headings and subheadings to define contents | Some form of title, cover page, table of contents, headings and subheadings that could be improved | Inadequate or missing title, cover page, table of contents, headings and subheadings | 1 |
| Concise, correctly constructed, varied and linked sentences and paragraphs to form a cohesive report in all sections | Concise, correctly constructed and linked sentences and
paragraphs to form a
generally cohesive report | Quite concise, most paragraphs and
sentences are correctly
constructed and linked to form a generally cohesive
report | Too many words used. Most paragraphs and
sentences are correctly constructed and linked but some could be improved to make a more cohesive report | Way too many or too little words used. Poor sentence and paragraph construction; unclear writing; or many errors in expression and grammar | 1 |
| The graph(s)/ table(s) are all labelled with a concise and meaningful title that clearly identify the variables and axes headings with suitable units | The graph(s)/ table(s) are
labelled with titles that
clearly identify the
variables and axes headings with suitable
units | The graph(s)/ table(s) are labelled with a title and axes headings with suitable units
Reference in the text | Most graph(s)/ table(s) are labelled with a title and axes headings | Most graph(s)/ table(s) are not correctly or clearly labelled | 1 |
| All sources are
acknowledged and
referencing conforms with APA style; relevant and appropriate in-text
source citation using the author-date system and
reference list provided | Sources are acknowledged, and referencing conforms with APA style; in-text source citation using the author-date system and reference list provided | Most sources are
acknowledged and
referencing mostly conforms with APA style; in-text source citation using the author-date system and reference list provided | Some sources are
acknowledged and an effort to follow APA
style; some in text
source citation using
the author-date
system and reference
list provided | Insufficient citation of sources for statements of fact or multiple errors in following APA style | 1 |
REQUIREMENTS
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Follow the criteria laid above with clear headings and sub-headings provided. It requires:
- Sourcing the most recent data and facts from the relevant sources
- Use/produce tables where needed
- Analysis of the survey data
- All resources cited in APA style, both in text and in the reference list
- Number the figures and tables if used and cross-referenced into your text (e.g. Figure 1 shows...) and discuss
- Limited to 1000 words in total but some allowance is given (+/- 10%). The word count does not include reference list, appendices, tables or their titles