MKT10008 Marketing Principles - Assessment 3 – Marketing Report and Oral Presentation

Report – Assessment Task Overview:

In groups, you will be writing a professional-standard report on a product (details below).

Assessment 3 comprises both a written report and oral presentation. The requirements and the marking guide for each are attached to this file. Use these as your guide when writing your report.

As much as possible, the report will be based on what is evident (eg. looking at the product, the current promotional campaigns, etc). However, it will inevitably also be based on intelligent supposition where the real situation is not known. 

For this report, there is a template available on Canvas. It is strongly recommended that you use this when writing the report. Note that some compulsory sections like the Executive Summary and some other sections shown on this template are NOT necessarily shown in the guide below. 

Team: 2 – 4 members per group, preferably 3 

The report will be submitted two ways: firstly, on Canvas Turnitin (from where it will be marked); and secondly, as a hard copy, which is professionally bound and includes a front and back cover, to be submitted when doing your presentation. The hard copy simulates the sort of professional and polished medium that you would likely use when presenting your completed report to a business client. Ensure that all Appendices have been included before binding. 

Details of the Report:

You will prepare a marketing report describing the existing marketing strategy for a current product and brand available on the consumer market. 

To do this, you will choose an Australian manufacturing / production company. It should preferably have a brand line it makes that is named differently from the company name. That is, the brand is not to be a ‘family brand’. 

As an example, if the industry you were theoretically doing was the biscuit industry and you chose the Australian company Arnotts, you could choose their well-known brand line Tim-Tam. Select a specific product within the selected brand’s line of products for your company. In the example above, you could have selected Tim-Tam Classic Dark. 

Firstly, you will analyze this company as well as the competitive environment for the company and brand. Your report will also involve doing a comprehensive environment analysis (micro and macro).

As stated, this company must be ‘Australian’, meaning that it must be an Australian-registered company (either on the ASX as a publicly-listed company or not). It does not matter if this company is owned by a ‘parent’ company that is foreign. However, at least some of the manufacturing operations of this Australian company, preferably all, must occur in Australia. (To continue this biscuit example, Arnotts would be alright since it is an Australian company, even though it is now a fully-owned subsidiary of the American Campbell Soup Company; they also manufacture the biscuits in Australia).

Then for this existing product you will describe its marketing strategy, and also explore a slightly revised version or modification of the product, together with a revised marketing strategy. This revised strategy will include a new target market, maybe a new position in the market, and maybe changes to the other three ‘P’s’. 

The revised product will require you to think creatively of a product variation or innovation as an extension of the existing product line.

The industry from which this brand is chosen must be one of the following five types of Australian consumer goods manufacturers: chocolate; cosmetics (‘make-up’ in Marketline Advantage); hotels; soft drinks; and paper stationery.