+1 862 207 3288 ASSIGNMENT 1 – GROUP MARKETING AUDIT (30 + 10 = 40%)
You are expected to conduct a “Marketing Audit” on their chosen brand. Based on information available from the press, promotional material, the Internet and through analyzing the actual product, you must assess the performance of that brand and provide recommendations. Your audit will be assessed based on your analysis of the firm’s current performance, your recommendations and presentation of the report.
You can use the company’s website and visit stores where the product is sold but you must not request any information from the company in order to conduct your audit.
The marketing audit will be presented in a report between 15-20 pages (excluding references, title page, table of contents, list of tables and/or figures and the appendix) using 12 point font and 1.5 line spacing. The report should be guided by the following outline:
Title Page
Table of Contents
List of Tables and/or List of Figures
Executive Summary
Introduction
Environmental Context Analysis of the UAE (PESTLE)
Demographic Environment
Economic Environment
Socio-cultural Environment
Political and Legal Environment
Technological Environment
Natural Environment
Competitor Analysis (between 2-3 and not more)
Direct and Indirect Competitors
Analysis of Competitive Strategy and Position
Competitive Advantage
Market Research
If you know what sort of research the company does, write that
Also, write what they should be doing and develop recommendations:
What sort of information do they need, why and how should they get this information?
Notes on Assessment
1. In addition to a hard copy students are required to submit their group marketing audits via the ‘Safe Assignment’ function on Blackboard. The plagiarism detection software will compare your assignment with your classmates’ assignments, previous year’s assignments and search the Internet and electronic journal databases for instances of plagiarism. Reports containing plagiarism will be awarded zero.
2. Late assignments will be penalized at rate of 10% per day or part thereof.
3. When preparing the group marketing audits it is important to draw on research to support your critical analysis. It is essential that your research is referenced. Correct referencing is important because it identifies the source of the ideas and arguments that you present, and sometimes the source of the actual words you use, and helps to avoid the problem of plagiarism. As the audit is in business report style, you are asked to use footnote referencing where necessary. APA referencing style is also to be used in footnotes.
4. Each student will be asked to evaluate their own contribution and that of their teammates. These evaluations will be taken into consideration when the audits are assessed. It is each student’s responsibility to ensure that the workload is equitable between team members. Teams experiencing problems with one member should report this immediately.
Group Marketing Audit Rubric
Key components Excellent identification and application of theories, concepts and models Satisfactorily & appropriately identifies and applies theories, concepts and models Some difficulty in identifying and applying theories, concepts and models Significant difficulties in identifying and applying theories, concepts and models Mark
Exec summary, intro & conclusion Executive summary: summarises all major findings concisely. Introduction: clear and helpful intro to company and outline of report structure.Conclusion: Concisely recaps the major findings to provide an overall conclusion about the firm’s marketing strategy. Executive summary: summarises most major findings concisely.
Introduction: basic overview of company and outline of report structure.
Conclusion: Concisely recaps the major findings. Summary, introduction and conclusion provided Not all sections provided /10
Environmental Context Analysis Extensive outline of relevant changes/trends in marketing environments and clear/logical implications for company Outline of relevant changes/trends in marketing environments and implications for company Outline of some changes/trends in marketing environments and some implications for company Outline of few or irrelevant changes/trends in marketing environments. Implications for company are limited/not provided /5
Competitive Situation Analysis Thorough analysis of the competitive situation and specific competitors using appropriate analysis tools (Porter, Comp Table) Adequate analysis of competitive situation and of specific competitors using some analysis tools. Some analysis of competitive situation; identification of some relevant competitors Inadequate analysis of competitive situation; lacks identification of relevant competitors /5
/5
Market Research Excellent identification of required information and detailed description of relevant data collection methods and type of data Adequate identification of required information and clear description of relevant data collection methods. Identification of some required information and some description of relevant data collection methods Limited or no identification of required information and limited or no description of relevant data collection methods /5
Customer Analysis Identification of all relevant needs via a needs analysis.
Excellent description and understanding of each of the consumer’s decision making process stages.
Integration of relevant consumer behaviour concepts (emotion, motivations etc) Identification of key needs using needs analysis.
Adequate description of each of the consumer’s decision making process stages. Identification of some needs provided.
Basic description of the decision making process. Poor level of identification of relevant needs, showing limited application of consumer decision making process. /5
Segmentation and Targeting Identification and description of all market segments using relevant dimensions. Logical and in-depth description and justification of the company’s target segments. Identification of most market segments. Adequate description and justification of the company’s target segments. Some description and justification of the company’s target segments and limited description of core benefit. Poor level of description and justification for company’s target segments; /5
Positioning Strategy Concise positioning statement and perceptual map showing in-depth understanding of positioning in relation to competitors and consumer segments. Clear positioning statement and adequate perceptual map showing understanding of positioning Positioning statement and adequate perceptual map showing some understanding of positioning but lack of clarity Positioning statement and adequate perceptual map are not provided or show misunderstanding of positioning /5
Product & Branding Strategy Identification of all relevant concepts and thorough analysis of the product strategy leading to logical growth strategies. Identification of relevant concepts and relevant analysis of the product strategy leading to adequate growth strategies Identification of some relevant concepts and some analysis of the product strategy leading to growth strategies Limited analysis of the product strategy; lacks the development of growth strategies /5
Pricing Strategy Identification of all relevant concepts and in-depth analysis of pricing strategies. Identification of relevant concepts and adequate analysis of pricing strategies Identification of some relevant concepts and analysis of some pricing strategies Poor level of identification of relevant concepts and limited analysis of pricing strategies /5
Distribution Strategy Identification of all relevant concepts and thorough analysis of the distribution strategy Identification of relevant concepts and adequate analysis of the distribution strategy Some analysis of the distribution strategy Limited analysis of the distribution strategy /5
Promotion Strategy Thorough discussion and critical analysis of the promotional strategy using examples to explain concepts. Adequate discussion and analysis of the promotional strategy Some discussion and analysis of the promotional strategy Limited discussion of the promotional strategy; lack of analysis /5
Evidence to support discussion Excellent use of data, information and evidence within context, arriving at valuable marketing decisions. All good quality references. Satisfactory use of data, information and evidence within context, arriving at suitable marketing decisions. Mostly good quality references. Limited use of data, information and evidence within context; limited translation to marketing decisions. Some references are of suspect quality Limited evidence provided; difficulties in using data, information and evidence within context; no translation to marketing decisions. Use of bad quality references. /15
Development of recommendations Logical and innovative recommendations follow directly from the analysis Relevant recommendations are follow from the analysis Some recommendations are provided; not always are following from the analysis Recommendations are not relevant to the organisation nor do they follow logically from the analysis. /10
Quality of report presentation Excellent spelling, grammar and referencing, clear and logical writing and professional formatting of audit. Adequate spelling, grammar and referencing, clear writing and formatting of audit. Some spelling and grammar mistakes, limited referencing, some difficulties in writing clearly; some mistakes in formatting. Significant spelling and grammar mistakes, lack of referencing, extensive difficulties in writing clearly; inappropriate formatting. /10
Total 100
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