ASSESSMENT 1 BRIEFSubject Code and TitleMKT600/MKTG6002 MarketingAssessment 1Situation AnalysisIndividual/GroupIndividualLength2000 words (+/- 10% excluding cover page, table of contents,executive summary, references and appendix).Learning OutcomesThis assessment addresses the following learning outcomes of thesubject:a) Critically evaluate underpinning marketing theories andprinciples and employ appropriate research process to collect,store and use of data to generate customer insights;b) Critically evaluate customer needs to create value forcustomers by deploying the resources of the organisation inbest possible ways;SubmissionFor 12 weeks delivery – due on Friday at 11:55 pm (AEST/AEDT) bythe end of the week 5.For 6 weeks (intensive) delivery – due on Friday at 11:55 pm(AEST/AEDT) by the end of the week 5.Weighting30%Total Marks30 marks Objectives:• To develop an understanding and appreciation about the influences of micro and macroenvironmental actors and forces that affect an organisation’s ability to serve the needs of thetarget market;To develop critical analytical ability to gather and analyse relevant data to facilitate decisionmaking;• To develop foresights to predict industry trend and tailor the organisation’s practices to respondto the changing situation.How the assessment fits into the subject/course:Marketing in the 21st century has evolved profoundly which is a critical element of businessadministration. The design of marketing plans is integral to business organisation and theassessment of this subject aims to provide students with the opportunity to apply the knowledge todevelop effective marketing strategies. This assessment requires the students to analyse overallsituation of the business prior to developing a marketing plan. The students will then continue towork on the same organisation to develop a complete marketing plan in their next assessment. Ashort scenario is given below to help students address the tasks involved in the assessment 1.MKT600/MKTG6002_Assessment 1_Situation Analysis Page 1 of 6•Linkages between Assessments 1 and 2:Assessment 1 requires students to undertake the SWOT/TOWS analysis of their chosenorganisation from the list of organisations provided. Students are advised to consult the ASX(https://www2.asx.com.au/) and the IBISWorld database through Torrens Library to do thepreliminary research to gain a comprehensive knowledge about the industry in which theirchosen organisation belongs to. The assessments 1 and 2 are interlinked where students needto summarise the situation analysis from their assignment 1 while discussing this section withinthe assessment 2, the marketing plan.Instructions:This assessment task requires you to develop a Marketing Environmental Analysis that comprisesboth the micro-environment and macro-environment. The micro-environment analysis involves ascrutiny of internal environment that facilitates specifying the strengths and weaknesses, while,the macro-environment analysis requires the scrutiny of demographic, economic, natural,political, technological and cultural (DENPTC) dimensions which will assist in specifying theopportunities and threats. Changes within the macro environmental forces are outside of anorganisation’s direct control requiring an organisation’s marketing strategies to be adjusted tocapture emerging opportunities and minimise any potential threats.Therefore, in this assessment task you will need to:• Articulate your learning about marketing concepts and principles covered from Module 1 to 3.1to demonstrate your level of understanding to evaluate the organisation’s overall situation;• Critically analyse the link between marketing theory and practice;• Demonstrate research skills to reveal the insights;• Apply appropriate business report writing skills;• Discuss appropriate strategies with regards to your SWOT analysis.• Use the appropriate APA style both in text citation and the reference list at the end. You shoulduse at least 10 relevant academic references from leading marketing journals and text books toshowcase quality of your research. Please see more information on referencing here: https://library.torrens.edu.au/academicskills/apa/toolScenario: Choose an organisation from the list provided below that intends to expand itsbusiness either through a new product development or a new business/market development.Access innovation Holdings Limited – http://www.ai-media.tvAgrimin Limited – http://www.agrimin.com.auAngels Seafood Holdings Limited – http://www.angelseafood.com.auARB Corporations Limited – http://www.arb.com.auMKT600/MKTG6002_Assessment 1_Situation Analysis Page 2 of 6Tasks:1. Discuss the value propositions, core brand values and buyer behaviour of your chosenorganisation;2. Analyse the micro-environment (the company, suppliers, intermediaries, relevant publics,customers and competitors);3. Analyse the macro environment, that is, demographic, economic, natural, political,technological and cultural (DENPTC) forces to demonstrate their impacts on your chosenorganisation’s strategies/capabilities to serve the target market (s;4. List the strengths, weaknesses, opportunities and threats (SWOT) as well as suggestappropriate strategies by incorporating the TOWS matrix to draw from strengths to captureopportunities, to overcome weaknesses and to defend from threats.Note: Take time to gather relevant data about your chosen organisation as well as thebroader external environment in which the organisation operates. Find good qualityacademic references from high quality marketing journals and text books to substantiateyour arguments, suggestions and explanations. Use relevant headings/sub-headings toensure a cohesiveness and logical flow of the report.Submission Instructions:Submit your assessment via the Assessment link in the main navigation menu in MKT600/MKTG6002 Marketing subject. Please review TUA overdue policy in page 5 through the linkcopied below which applies a 10% deduction for each day up to FIVE days. Any submissionthat overdue for more than FIVE days will get 0.https://laureateaus.sharepoint.com/sites/MyTorrens/Shared%20Documents/Forms/Policies_Filter.aspx?id=%2Fsites%2FMyTorrens%2FShared%20Documents%2FPolicies%2Fassessment%20policy%20for%20he%20coursework%20and%20elicos%5Fpl%5Ftua%5Fac%2Epdf&parent=%2Fsites%2FMyTorrens%2FShared%20Documents%2FPolicies&p=true&originalPath=aHR0cHM6Ly9sYXVyZWF0ZWF1cy5zaGFyZXBvaW50LmNvbS86Yjovcy9NeVRvcnJlbnMvRWFLY2xTM28tUHBOa25uX2ZQV2Z6c2NCRzJFSVI0OXJ0amxjYlF5bGZDYjl0dz9ydGltZT1pWEF5NDdrLTJVZwMKT600/MKTG6002_Assessment 1_Situation Analysis Page 3 of 6Marking Rubric: Assessment 1 AssessmentFail (Unacceptable)PassCreditDistinctionHigh Distinction(Functional)(Proficient)(Advanced)(Exceptional)Attributes0-49%50-64%65-74%75 -84%85-100%Evaluation ofLimited understanding ofResembles a recall orSupports personal opinionDiscriminates betweenSystematically and criticallyinformationkey concepts required tosummary of key ideas.and informationassertion of personaldiscriminates betweengathered to supportsupport discussionsubstantiated by evidenceopinion and informationassertion of personalthe argumentsOften conflates/confusesfrom the research/coursesubstantiated by robustopinion and informationConfuses logic andassertion of personalmaterials.evidence from thesubstantiated by robust15%emotion. Informationopinion with informationInformation is taken from 15+good quality sources with anddemonstrates a capacity toexplain and apply relevantconcepts.research/course materialsevidence from thetaken from reliablesubstantiated by evidenceand extended reading.research/course materialssources but without afrom the research/courseand extended reading.coherent analysis ormaterials.Information are gatheredsynthesis.from 20+ good qualityInformation are sourcedAnalysis and evaluation dosources with a well-from 30+ good qualityViewpoints of experts arenot reflect expertIdentify logical flaws.demonstrated capacity tosources with a high level oftaken as fact with littlejudgement, intellectualexplain and apply relevantinterpretation/evaluationquestioning.independence, rigor andQuestions viewpoints ofconcepts.to develop aadaptability.experts.Viewpoint of experts arecomprehensive criticalsubject to questioning.analysis or synthesis.Analysis and evaluationIdentifies gaps inreflect growing judgement,knowledge.intellectual independence,rigor and adaptability.Exhibits intellectualindependence, rigor, goodjudgement andadaptability.EffectiveDifficult to understand forInformation, arguments andInformation, arguments andInformation, arguments andExpertly presented; theCommunicationaudience, no logical/clearevidence are presented in aevidence are well presented,evidence are very wellreport is logical, persuasive,structure, poor flow ofway that is not always clearmostly clear flow of ideas andpresented; the report isand well supported by20%ideas, argument lacksand logical.arguments.logical, clear and wellevidence, demonstrating asupporting evidence.supported by evidence. MKT600/MKTG6002_Assessment 1_Situation Analysis Page 4 of 6 Line of reasoning is oftenLine of reasoning is easy toclear flow of ideas andAudience cannotdifficult to follow.follow.Demonstrates culturalarguments.follow the line ofsensitivity.reasoning.Demonstrates use ofDemonstrates use of highDemonstrates use of goodEngages and sustainscredible and relevantquality, credible and relevantquality, credible andaudience’s interest in theDemonstratesresources to support andresources to support andrelevant resources totopic, demonstrates highinconsistent use ofdevelop ideas, but thesedevelop ideas.support and developlevels of cultural sensitivitygood quality, credibleare not always explicit orarguments and statements.and relevant resourceswell developed.Shows evidence of wideDemonstrates use of highto support and developscope within thequality, credible andideas.organisation for sourcingrelevant resources toevidence.support and developarguments and positionstatements. Showsevidence of wide scopewithin and without theorganisation for sourcingevidenceEffective use of diversepresentation aids, includinggraphics and multi-media. Critically evaluatesclient needs withregard to Microenvironment actorsDoes not display anunderstanding of theMicroenvironment(e.g., intermediaries,Some relevantsuppliers,intermediaries andpublics are identified.Relevant suppliers,intermediaries andpublics are mostlyidentified.Thorough review ofrelevant suppliers,intermediaries andpublics.Systematically andcritically reviewsrelevant suppliers,intermediaries and – Suppliers,intermediaries,publics, customerssuppliers, publics). publics.Some potential Potential challenges are Good discussion ofetc. Sensible challenges challenges are mostly identified. potential challenges, Systematically andare not presented. identified. supported by sound critically discusses20% arguments and/or potential challenges,good sources. supported by soundMKT600/MKTG6002_Assessment 1_Situation Analysis Page 5 of 6 arguments and/orgood sources.Critically evaluatesSuperficial review of theDENPTC dimensions.Provides a satisfactorydiscussion of theDENPTC dimensions.Satisfactory relevantdata/informationprovided to substantiatethe discussion.Good discussion on theDENPTC dimensions hasbeen provided withgood relevant data/information to supportthe arguments.Thorough research onthe DENPTC dimensionsreveals relevant data/information. Thediscussion is presentedin a logical andsystematic approach.Critically evaluates thedata/informationgathered on the DENPTCdimensions. Thediscussion is presentedwith strong argumentsand substantiated withrelevant data as well asdemonstrates thepotential effects on thebusiness.client needs withregard to Macroenvironment –DENPTCNo or littleconsideration ofinfluences of theexternal environment.20%Critically evaluates thebusiness’s overallsituation to list outstrengths, weaknesses,opportunities andthreats and discussesappropriate strategiesto draw on thestrengths to captureopportunities, defendfrom threats andovercome weaknessesDiscussion is notSome relevant factorsMostly relevant factorsdiscussed to specifystrengths, weaknesses,opportunities and threatswhile appropriatestrategies to draw on thestrengths to captureopportunities, defendfrom threats andovercome weaknesses notwell articulated.Good discussion ofinternal and externalenvironment analysisleading to list out thestrengths, weaknesses,opportunities andthreats and appropriatestrategies to draw fromthe strengths to captureopportunities, defendfrom threats andovercome weaknesses.Critically evaluates thebusiness’s overallsituation and provides acomprehensive list ofstrengths, weaknesses,opportunities andthreats. Discussedsuccinctly appropriatestrategies to draw onstrengths to captureopportunities, defendfrom threats andovercome weaknesses.relevant to clientrelated to the business’soverall situationdiscussed demonstratingsome understanding ofthe concepts covered butappropriate strategies todraw on the strengths tocapture opportunities,defend from threats andovercome weaknessesnot clearly articulated.needs – superficial orgeneral discussion ofstrengths,weaknesses,opportunities andthreats.Does not showunderstanding ofrelevant concepts.25% MKT600/MKTG6002_Assessment 1_Situation AnalysisPage 6 of 6
