14 HOST.5108 - Assessment Two Case Study Report Due Date: Thursday 11th May 4pm 2000 words Copy to be placed in the dropbox (C Block) and uploaded to turnitin. This assessment is worth 35% of your final mark and covers learning outcome three The purpose of this case study report task is to determine your ability to: • Apply analytical tools (e.g. SWOT analysis) • Use and assess the analytical tool to inform a business direction TASK: Report on a local tourism or hospitality business (two businesses will be recommended). • Complete a SWOT analysis on a chosen business As an outcome of the SWOT analysis you are to recommend a marketing direction for your chosen business. This will include: • What the marketing strategy will be and why it was chosen • The tactical marketing activities to be used and how they will support the recommended strategy • Participate in the online forum on Moodle called ‘Collection of creative marketing’. You will need to find an example of a marketing concept that has interested you and explain why. Your report should include the following (each section starting on a new page): • Title page with course number, name of chosen business, assessment number and title, student ID and due date • Table of contents including page numbers • An Introduction • Findings / SWOT analysis • Conclusion • Recommendations • Reference list • 12 point font, Calibri, Arial or Times Roman for most the text. You can use larger font sizes for headings and subheadings. 1.5 line spacing • Correct APA referencing in-text and a reference list of all the books, journals, websites and any other sources of information you use.15 HOST.5108 - Planning and Marketing for Tourism and Hospitality Enterprise Assessment Two – Marking Schedule Marking Criteria: Possible Marks Actual Marks Comments Introduction 5 Introduces the background of the chosen business, objectives and the structure of the report. SWOT analysis 30 1. Strengths 2. Weaknesses / Threats 3. Opportunities Apply a SWOT analysis to a chosen business. Identify and explain 5 key strengths, 5 key weaknesses/threats and 5 key opportunities. 10 10 10 Recommendations 35 Fully explained recommendation of a marketing direction and strategy based on the completed SWOT. 20 Fully explained tactical marketing activity has been recommended which clearly support the strategy. 15 Conclusion 5 All key points of the report are included, summary of the business direction as an outcome of the SWOT. Participation in forum on Moodle 5 Shared example of an interesting marketing concept that has been discussed. Well-considered response to one other forum post. Academic writing requirements: 10 Meets academic writing standards and report format requirements. Correct spelling, grammar and a logical flow of ideas. A4 paper, coversheet, title page, word processed, size 11/12 font. Word count adhered to. Referencing: 10 3+ relevant sources are used and accurately referenced, including in-text citation, using APA6 format Total Marks 10016 HOST.5108 Assessment Two - Marking Rubric Criteria Introduction 0 – 1 Unsatisfactory 2 – 3 Satisfactory 3.5 – 4 Very Good 4.5 – 5 Excellent Introduces the background of the chosen business, objectives and the structure of the report. Few/ no background or with limited explanation, objectives and structure of the report not stated. A basic background of the chosen business is provided, some explanation of the objectives and the structure of the report Introduces the background of the chosen business, reasonable explanation of the objectives and the structure of the report provided. Clearly introduces the background of the chosen business, objectives and the structure of the report is stated. SWOT analysis 30% (10% Strengths, 10% weaknesses / threats, 10% opportunities) 0 – 4 Unsatisfactory 4.5 – 6 Satisfactory 6.5 – 8 Very Good 8.5 – 10 Excellent A SWOT analysis on a chosen business has been completed Few/ no ideas in the SWOT with limited explanation. At least 2 ideas have been identified and explained. Per SWOT factor At least 3 ideas have been identified and explained. Per SWOT factor. 4-5 ideas that have been identified and explained. Per SWOT factor. Recommendations 0 – 9 Unsatisfactory 9.5 – 13 Satisfactory 13.5 – 16.5 Very Good 17 – 20 Excellent Using a SWOT analysis to inform business direction A marketing strategy h a s b e e n r e c o m m e n d e d , no linkage to the SWOT Analysis or has not been provided. An explanation of the marketing strategy is limited or has not been provided. Recommended 1 marketing strategy with limited linkage to the SWOT Analysis. A basic explanation of the marketing strategy has been provided. Recommended 2 marketing strategies with most elements linked to the SWOT Analysis. A reasonable explanation of the marketing strategy has been provided. Recommended 2 marketing strategies that are c l e a r l y linked to the SWOT analysis. A detailed explanation of each of the marketing strategies has been provided and why the each strategy has been chosen. 0 – 7 7.5 – 9.5 10 – 12.5 13 – 1517 Unsatisfactory Satisfactory Very Good Excellent Tactical marketing activity has been recommended to support the strategy and each has been explained. Few/no recommended tactical marketing activities; weak in supporting the recommended strategy and not clearly explained. At least 2 tactical marketing activities recommended; some linkages to the recommended strategy and some explanation has been provided. At least 3 tactical marketing activities recommended; these support the recommended strategy and have a reasonable explanation. 4-5 tactical marketing activities recommended; these support the recommended strategy and have been clearly explained and are relevant. Conclusion 0 – 1 Unsatisfactory 2 – 3 Satisfactory 3.5 – 4 Very Good 4.5 – 5 Excellent All key points of the report are included, summary of the business direction as an outcome of the SWOT. Few or no key points of the report are included, limited or no summary of the business direction has been included. Limited key points of the report are included and the summary of the business direction has some linkages to the SWOT. Some key points of the report are included and a reasonable summary of the business direction linked to the SWOT. All key points of the report are included and summary of the business direction clearly linked to the SWOT. Participation Moodle forum 0 – 2 Unsatisfactory 3 Satisfactory 4 Very Good 5 Excellent 1.Shared one example of a marketing concept 2. Explained why this interested you 3. Made a response to one other forum post 4. 150 – 200 words 5. Thought provoking Contribution to the ‘Collection of creative marketing” Moodle forum includes 0-2 points listed. Contribution to the ‘Collection of creative marketing” Moodle forum includes 3 points listed. Contribution to the ‘Collection of creative marketing” Moodle forum includes 4 points listed. Contribution to the ‘Collection of creative marketing” Moodle forum includes all of the 5 points listed.Academic Requirements: 0 – 4 Unsatisfactory 4.5 – 6 Satisfactory 6.5 – 8 Very Good 8.5 – 10 Excellent Meets academic writing standards, report correctly formatted and professionally presented. Discussion poorly developed and formatted. Few ideas evident and little/no indication of relationships between ideas shown. High number of errors (spelling & grammatical). Sentences not well constructed. Poorly presented. Few/no stated requirements. Basic formatting of writing achieved. Relationships between ideas not always evident. Written answers sound but do not always flow well; a number of grammatical & spelling errors present. Reasonably presented. Some stated requirements met. Formatting of writing is generally accurate and writing is reasonably structured and flows well. Few errors and work is well presented. Most other requirements met. Written answers are accurate, relevant and easily understood. Presentation is of a high report standard. All other requirements met. Referencing: 0 – 4 Unsatisfactory 4.5 – 6 Satisfactory 6.5 – 8 Very Good 8.5 – 10 Excellent Evidence of research, references & citations included Little evidence of reading or research, heavy reliance on copying & plagiarism throughout. Few/no references or citations. APA 6 format not used. Some evidence of reading or research evident. Limited attempt at referencing &/or citation made. Some evidence of APA 6 format. (1- 2 reference sources) Evidence of reading. At least 3 references are included from relevant sources. Most references and citations are relevant and accurate in format. Evidence research with more than 3 references from relevant sources. Correct referencing format, with few errors. All citations and references match.