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Assessment 2: Major Assignment (Executive Summary and Presentation) (40%)
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Task Brief
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Ms Janet Bradley is a personal trainer and the CEO of the Healthy Living Group, a diet, health and nutrition consulting company. She is concerned about the correlation between obesity rates and the consumption of fast food. Janet has commissioned you, a market researcher working for the Fundamentals of Marketing (FoM) Consulting Company, to conduct a market analysis of the Australian fast food industry. The purpose of the market analysis is to assess the opportunities and threats associated with establishing a new ‘low calorie’ fast food chain in Australia and to provide recommendations for key marketing decisions pertaining to the launch of this new fast food chain.
You will be presenting the findings of your market analysis in two forms:
· a 500 word executive summary
· a 15 minute presentation |
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Specific Requirements
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Your analysis and recommendations should be based on the theoretical concepts covered in this unit. In particular, you should:
· Discuss the demographic, sociocultural, economic, technological, natural, political and legal trends affecting fast food consumption
· Identify the likely competitors of the new fast food chain. Be sure to include an overview of what these competitors offer and who they seem to target. · Discuss the cultural, social, individual and psychological factors that influence the consumption of fast food. · Segment the fast food market and recommend a target segment(s). Be sure to describe how you segmented the market and discuss how you selected the target segment(s). · Based on your market analysis, provide recommendations on:
· how the new fast food chain should be positioned
· how the new fast food chain should be branded · the types of products that should be offered · where the new fast food chain should be located · how the new fast food chain should be promoted
Please use the assessment rubric as a guide for structuring your response to this task.
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Assessment Parameters
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Task weighting
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· This major assignment will be graded out of 100 marks
· It will then be weighted to account for 40% of the total marks for this unit |
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Referencing style
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· Swinburne Harvard Style Guide
· The presentation slides should contain in-text citations · The full list of references cited should be included and attached to the end of the executive summary submission |
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Due date
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· 5pm AEST Monday February 8th
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Submission details
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· Both components of the major assignment are to be submitted through the Blackboard submission system
· The executive summary must be submitted through the Blackboard Turnitin system
· The presentation must be submitted through the Blackboard Collaborate system
· Students are also required to submit a copy of their presentation slides (via the Blackboard Turnitin system)
· More information on submission details is available within the Week 5 Learning Materials content folder |
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Late Submissions
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· see Part B of your unit outline
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Assessment rubric
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· see next page
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Assessment Rubrics
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Criteria
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Weak (N)
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Satisfactory (P)
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Good (C-D)
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Excellent (HD)
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Executive Summary
(10 marks) |
· Does not effectively summarizes and communicates the main findings of the market analysis and recommendations, as discussed in the presentation
· Cut and paste directly from the presentation slides · Casual, informal and personal language used |
· Concise and captures some of the main findings of the market analysis and recommendations, as discussed in the presentation
· Structure of executive summary is logical and thought out · Somewhat professional |
· Concise and captures most of the main findings of the market analysis and recommendations, as discussed in the presentation
· Structure of executive summary is logical · Appropriate, consistent and well crafted. · Professional |
· Very concise and captures all the main findings of the market analysis and recommendations, as discussed in the presentation
· Structure of executive summary is very logical · Appropriate, consistent and very well crafted. · Very professional |
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Introduction (2 marks)
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· Unclear
· Does not provide an overview of the purpose and content of the presentation |
· The introduction provided an overview of the purpose and content of the presentation
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· The introduction clearly oriented the audience to the purpose and content of the presentation
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· The introduction very clearly and effectively oriented the audience to the purpose and content of the presentation
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The Marketing Environment (8 marks)
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· Superficial/general discussion of the marketing environment
· Discussion is not relevant to the task · Does not demonstrate understanding of learning material. · Does not use appropriate research sources. |
· Some relevant trends in the marketing environment identified and discussed.
· Demonstrates some understanding of and ability to apply learning material. · Uses some good research sources to support discussion |
· Sound judgement used to identify and discuss relevant trends in the marketing environment.
· Clearly demonstrates understanding of and ability to apply learning material. · Discussion is backed up with good research. |
· Excellent identification and discussion of relevant trends in the marketing environment.
· Very clearly demonstrates understanding of and ability to apply learning material. · Discussion is backed up with extensive research |
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Competitor Analysis
(8 marks) |
· Superficial/general review of competitors
· No or little consideration of the different types of competitors · Does not demonstrate understanding of and ability to apply learning material. |
· Satisfactory evidence of research into the competitive environment.
· A range of competitors described. · Demonstrates some understanding of and ability to apply learning material. |
· Good evidence of research into the competitive environment.
· A good range of competitors considered and analysed. · Clearly demonstrates understanding of and ability to apply learning material. |
· Excellent evidence of research into the competitive environment.
· Different types of competitors discussed and analysed in detail. · Very clearly demonstrates understanding of and ability to apply learning material. |
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Buyer Behaviour (8 marks)
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· Superficial/general identification and discussion of the factors influencing fast food consumption
· Does not provide logical analysis of why fast food products are consumed · Does not demonstrate understanding of learning material. · Does not use appropriate research sources |
· Some relevant factors influencing fast food consumption identified and discussed
· Demonstrates some understanding of and ability to apply learning material · Uses some good research sources to support discussion |
· Sound judgement used to identify and discuss relevant factors influencing fast food consumption
· Clearly demonstrates understanding of and ability to apply learning material · Discussion is backed up with good research |
· Very sophisticated identification and discussion of relevant factors influencing fast food consumption
· Very clearly demonstrates understanding of and ability to apply learning material · Discussion is backed up with excellent authoritative sources |
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Segmenting and Targeting (8 marks)
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· Discussion is superficial
· Understanding and application of concepts covered in the unit not evident · Descriptions of market segments made up, with no support or justification offered |
· Adequate description and application of segmentation variables
· Adequate identification of market segments · Provides justification of selected target segment(s) Demonstrates good understanding of the concepts covered in the unit |
· Good description and application of segmentation variables
· Good identification of market segments · Selection of target segment(s) is well justified · Demonstrates a sound understanding of the concepts covered in the unit |
· Excellent description and application of segmentation variables
· Excellent identification of market segments · Selection of target segment(s) is very well justified. · Demonstrates excellent understanding of the concepts covered in the unit |
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Positioning Strategy
(8 marks) |
· Little understanding of concepts demonstrated
· Clear positioning strategy is not evident · Competitors not considered · Little regard for market analysis |
· Recommended positioning strategy is relatively original
· Feasibility of positioning strategy considered · Recommended positioning strategy somewhat differentiates the new fast food chain from the competitors · Some relationship between recommended positioning strategy and market analysis evident |
· Recommended positioning strategy is original and feasible
· Recommended positioning strategy differentiates the new fast food chain from the competitors · Recommended positioning strategy is consistent with the market analysis |
· Recommended positioning strategy is very original and feasible
· Recommended positioning strategy very clearly differentiates the new fast food chain from the competitors · Recommended positioning strategy is very consistent with the market analysis |
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Branding Strategy (8 marks)
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· No originality shown
· Branding strategy is not consistent with recommended positioning strategy · No relationship between recommended branding strategy and market analysis evident |
· Recommended branding strategy is clearly presented
· Recommended branding strategy considers recommended positioning strategy · Some relationship between recommended branding strategy and market analysis evident |
· Recommended branding strategy is creative and brings the business to life
· Recommended branding strategy reflects recommended positioning strategy · Recommended branding strategy is consistent with the market analysis |
· Recommended branding strategy is very creative and brings the business to life
· Recommended branding strategy very clearly reflects recommended positioning strategy · Recommended branding strategy is very consistent with the market analysis |
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Product Strategy (8 marks)
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· No originality shown
· Ideas are simplistic · Recommendations are not consistent with market analysis · Does not demonstrate understanding of theory |
· Well presented
· Proposed product strategy is somewhat original and shows understanding of relevant theory · Some relationship between recommendations and market analysis evident |
· Professionally presented
· Proposed product strategy is original and shows clear understanding of relevant theory, including attempt at incorporating all levels of product · Recommendations have a solid foundation in the market analysis |
· Very professionally presented
· Proposed product strategy is very original and demonstrates very clear understanding of relevant theory, including all levels of product · Recommendations have a very solid foundation in the market analysis |
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Distribution Strategy
(4 marks) |
· Simplistic distribution strategy recommended
· No relationship between recommended distribution strategy, market analysis and prior recommendations evident · Does not demonstrate understanding of learning material |
· Recommended distribution strategy fairly well thought out
· Consistency between recommended distribution strategy, market analysis and prior recommendations evident · Demonstrates understanding of learning material |
· Recommended distribution strategy well thought out
· Recommended distribution strategy is consistent with market analysis and prior recommendations · Demonstrates good understanding of learning material · Original ideas |
· Recommended distribution strategy very well thought out
· Recommended distribution strategy is very consistent with market analysis and prior recommendations · Shows solid understanding of learning material · Very original ideas |
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Communications Strategy
(8 marks) |
· Simplistic communications strategy
· Recommended communications strategy not consistent with market analysis and prior recommendations · Does not demonstrate understanding of learning material |
· Recommended communications strategy is reasonable
· Relatively clearly and concisely explained · Recommended communications strategy reflects market analysis and prior recommendations · Understanding of and ability to apply learning material evident |
· Recommended communications strategy is creative
· Clearly and concisely explained · Feasibility of recommended communications strategy considered · Recommended communications strategy clearly reflects market analysis and prior recommendations · Demonstrates good understanding of and ability to apply learning material |
· Recommended communications strategy is very creative, feasible and brings the business to life
· Very clearly and concisely explained · Recommended communications strategy very clearly reflects market analysis and prior recommendations · Demonstrates solid understanding and application of learning material |
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Summary of Recommendations (2 marks)
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· Adds new ideas
· Does not present all recommendations · Not clearly presented |
· Most recommendations are gathered and presented
· Relatively clearly presented |
· All recommendations are concisely summarised
· Presented clearly and professionally |
· All recommendations are very concisely summarised
· Presented exceptionally clearly and professionally |
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Conclusion (2 marks)
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· Introduces new arguments
· No attempt at connecting all parts of the task · Abrupt finish to the presentation |
· Some what clear and concise
· Attempt at connecting all parts of the tasks evident · Provides a good finish to the presentation |
· Clear and concise
· Clear connection between all parts of the task · Provides a relatively strong finish to the presentation |
· Very clear and concise
· Very clear connection between all parts of the task · Provides a very strong finish to the presentation |