代写 MKTG1065 BUSINESS TO BUSINESS MARKETING

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代写 MKTG1065 BUSINESS TO BUSINESS MARKETING

CASE STUDY MKTG1065

SCHOOL OF ECONOMICS, FINANCE

& MARKETING

MKTG1065

BUSINESS TO BUSINESS MARKETING

Assignment 1 – Individual Case Study Analysis (20%)

Due Week 5 – Friday 19 th August 11.59pm.

This is an individual piece of work and you are required to submit your work. Submit using the ALIBABA

Assignment 1 Turnitin Link in the Assessments folder on Blackboard. Electronic submissions only are

required . DO NOT include a cover sheet.

• Your submitted work must be less than 20% similarity.

• Please note that submitting via TurnItIn means you “declare that in submitting all work for this

assessment you have read, understood and agree to the content and expectations of the

Assessment declaration website.”

Grades and feedback will be available at the end of Week 7.

Case Study: ALIBABA.COM

Your client company for this assignment is Alibaba.com. The customers are the current or potential

customers of Alibaba. The case study and website address has been provided on Blackboard to help

you investigate the business customers and distribution model. Use the theory and models from the

textbook and classes to critically analyze the company, the customers, the distributors and suppliers

make recommendations based on your findings.

Your challenge is to recommend the next step to grow Global market share. Alibaba has become a

‘powerhouse’ in the Chinese economy but as that economy slows Alibaba has to consider how it

maintains and builds on it’s phenomenal growth. The question for you is what should Alibaba do to

maintain the growth and market position, not just in China but Globally..

This is a business report, so it should be clear and precise. Use references where required and cite all

material you use for your analysis and to justify your arguments. You are still required to use citations in

the body of the report. Citations and references should be listed using the Harvard referencing method.

It is strongly recommended that you use tables and diagrams to help explain your material and present

your analysis in the body of the report. The discussion (text) can then be used to present your findings

and conclusions, developed from the analysis. Tables must be less than one page in size and must

have clear headings and list the information sources.

The report must include a Title page, Contents page, and an introduction, address each of the key

sections and finish with a clear conclusion. Guidelines for how to prepare a business report are

available under the assignments link on myRMIT Blackboard. Further information on writing business

reports can be found via the link on Blackboard to Writing Help.

CASE STUDY MKTG1065

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代写 MKTG1065 BUSINESS TO BUSINESS MARKETING

The case study word limit is 1300 words +/- 10%, not including the title, contents, reference pages or

tables and diagrams. You can use appendices to present supporting material, but you are limited to a

maximum of 4 pages.

DO NOT COPY TABLES OR DIAGRAMS FROM THE TEXTBOOK OR SLIDES. IF THE TABLE OR

DIAGRAM IS NOT YOUR WORK, DO NOT INCLUDE IT.

YOU CAN ADAPT TABLES and DIAGRAMS TO PRESENT YOUR OWN ANALYSED INFORMATION.

The report is to be submitted in

• Microsoft Word or equivalent

• A standard business font (for example Times Roman, Arial, Tahoma, Calibri or Verdana) 12 pt

font, single line spacing, margins 2 cms.

• All pages are to be numbered in the bottom right hand corner

• Report length is 1300 words + or – 10%. This does NOT include the title page, contents page,

reference page and appendices, tables or diagrams.

• Title Page will contain a REPORT title, your name and student number as the author. Put the

course code in the bottom right hand corner.

• Tables MUST be less than one page in length, must have clear titles and must be clearly

referenced or referred to in your discussion. Use 9 or 10 pt font size for tables or diagrams.

Information sources used to develop the table or diagram should be listed in 9pt font at the

bottom of the table or diagram. See the example report. Tables over one page in length, without

titles or without reference to the report content will lose marks.

• Diagrams must have clear titles, must be used to present your analysis or results and must be

clearly referenced in your discussion. See the example report.

• Please complete the TURNITIN form stating that the work supplied by you is your own work.

Please note that this is a contract stating that you have not copied or plagiarized work from

other sources.

NOTE: This assignment is designed to help develop knowledge and critical analysis skills that will be

used in the Major Project, the exam and to develop effective business report writing skills.

The marking will be weighted towards your analysis and your recommendations.

CASE STUDY MKTG1065

Alibaba: Enhancing Capabilities for Customers

Introduction (10%): Introduce the company, what they do and the key challenge(s) they face. Briefly

describe the analysis you will carry out and how the report will be presented. (Aim for 150 to 200 words

maximum).

Customer Analysis (25%)

Analyse the current and potential customers using relevant theories and models. (You will need to be

familiar with Chapters 1, 2, 3, and 4 to answer this section). The analysis should clearly show:

• Who are the customers/distributors and what type of customers are they?

• What is the buying process for the different types of customers/distributors? What are the

customer needs and selection criteria? What influences the buying or selection process? Do

they have buying decision groups?

• What type of relationship do the customers/ distributors require? What are they looking for in a

B2B relationship?

Company Analysis (25%)

Analyse the company using relevant theory. (You will need to be familiar with Chapter 1, 3, 4, and 5 to

help you with this analysis)

Analyse the current performance of Alibaba in their marketing and distribution channels (supply chain),

their ability to understand the customer and their current network strategy. To help guide your analysis

think about:

• How effective is Alibaba at building strong relationships with business clients?

• How does their supply chain and distribution performance affect their performance? What value

does each channel member offer?

• What type of network has Alibaba developed? Looking at the activities and resources, how

effective is the Alibaba network at delivering outcomes?

Recommendations (20%)

• Using your analysis of the customers, and the company, what recommendations would you

make to Alibaba to help them achieve their goals?

– This will require you to make recommendations that are clearly linked to your analysis

and takes advantage of the company strengths and capabilities. Your recommendation

must be relevant for B2B markets.

– TIP 1. If you introduce new analysis in this section to support your argument you know

that your customer analysis or company analysis is weak and needs to be improved.

– TIP 2. If you have copied ideas from the website or another person you have not done

the required analysis or met the requirements for this section. Consider revising your

analysis.

Conclusion (10%) should be a maximum of 150 to 200 words. A conclusion will present the key

challenges, and your key recommendations from your analysis showing how you have solved or met

those challenges. It directly relates to the problems you identified in your Introduction. Be clear, specific

and short:

1. This is the problem or challenge I identified at the start of the report.

2. These are my recommendations on how to solve the problem or meet the challenges.

CASE STUDY MKTG1065

It is not list of your actions or a summary of the analysis. You can use bullet points to help present this

section effectively, but avoid presenting only bullet points.

Report Writing and Quality (10%). The information is presented in a professional and business like

manner, using business language, clear headings and layout, good citations and referencing and

effective use of tables and diagrams.

See the example business report on Blackboard for ideas on how to present a professional business

report.

代写 MKTG1065 BUSINESS TO BUSINESS MARKETING