MBA720 – Marketing Management Assessment 1 – Case Study Analysis Marking Criteria • Solutions to problems posed, i.e., demonstrate comprehension of the problem and formulate solutions • Application of theory, i.e., to current, real-world marketing issues • Presenting and defending a position, i.e., consideration of the complexities of issues and acknowledging other points of view • Use of literature to support arguments • Mechanics, e.g., spelling and grammar, language, use of referencing styles Description / Requirements Your Brief A case study typically is an accurate, historical record of a business situation that actually has been faced by business executives. The main aim of using the case study method is to allow you the opportunity to translate theory into practice in a business situation that is as close to real world experience as possible. The marketing situation(s) depicted in the case reflects the uncertainty of the real-world marketing environment, and the reality of any practical situation. You will have to master the art of sifting through all types of information, which is often incomplete, not presented in the correct order, and may even be irrelevant or misleading, to solve the problems posed. You may find, and be frustrated by the fact, that in some situations there appears to be no single “right” solution to the problem. There are likely to be multiple approaches, each one with a different implication for the organization, and each involving different trade-offs. Since the case study problems may be approached at times from different perspectives, your main task will be to argue correctly the logic of, and evidence for, your solutions to the problems at hand. The importance of the case study exercise is to emphasize how you arrived at your solution, rather than just emphasize the solution itself. Getting Started Read the case study as soon as possible, which will be made available on Cloud. A prompt start will give you time to “tune” into the case study. In particular, there is an amazing amount of relevant background information publicly available that will have some bearing on the marketing situation described in your case. Keep a look out for it! Academic journals and books, newspapers, magazines and television are an especially good place to start your information search. Collect anything that you think may help to enrich your analysis. You can always discard any irrelevant material later. Now focus on the specific case problems posed below (see page three). These problems have been designed so that you can apply the theory from the unit to the practical case study to arrive at solutions. Critically evaluate and add to the existing information provided in your case study by: • Continuing to read journal, newspaper and magazine articles on your topic. • Looking for current event type television programs and published brochures, etc. that may be relevant to your topic. • Observing the industry that the case is based on. Please note: In this assignment, you are expected to utilise the extensive amount of research conducted in the discipline of marketing and related fields, to extend your knowledge. Please do NOT rely solely on your own opinions, personal experience, and the case study and other materials that you have been provided. Case study problems 1. What role do you think soleRebels's internal emphasis on sustainability has played in helping the company maintain a competitive market position? How can the company use sustainability to create greater competitive advantage in the future? 2. Identify two segments that soleRebels could target in Australia. Explain why you have chosen these segments and craft a positioning statement that will tap into the segment's core values. 3. Evaluate the marketing mix (4Ps) of soleRebel’s. Are there any improvements that you would recommend to soleRebel’s owners regarding its marketing mix relevant to the target segments identified in part (2)? Please ensure that you justify your response. Presenting your case study analysis The case analysis should be presented in “problem and solution” format. The following elements need to be included in the written analysis that you submit: Cover page: Your final work should include a cover page with the work’s title, your names and student numbers, name of your unit chair, name and code of the unit, and the date of submission (not included in the word count). Executive Summary and Table(s) of Contents: (not included in the word count) Main body: The main body should provide analysis of the case study problems posed. Use headings and sub-headings, and figures and tables, etc. to help explain your points and to keep your arguments concise. References: A complete citation of all work/research of others referenced should be included in a list of references (not included in the word count). Harvard system of referencing should be used throughout the main body. Word limit Please note that 3000 words is the maximum word limit for ALL assignments – quantity does not equal quality. The word limit includes all material that you wish the assessor to read. This includes tables and figures. The cover page, Executive Summary, Table(s) of Contents and reference list are not counted in the word limit. Submission Instructions Due date and time Monday 8 May (beginning of week 9) by 5.00pm AEDT. Other notes on written submissions: 1. All submissions should be 1.5 spaced. Allow a minimum of 25mm (1”) on left, right, top and bottom margins. All pages should be numbered. 2. Do not use first person, e.g., “I” and “we” and avoid colloquialisms and clichés. 3. All tables and figures need to be numbered and labelled and referred to as such in the text before they appear. 4. You should adopt the Harvard system of referencing, i.e., in text referencing (e.g., Bednall and Robertson, 2016). All quotations and references should be properly sourced. Inadequate details of publications and other sources will reduce the assessed grade. 5. The assignment will be assessed as a complete piece, i.e., all members of a group are responsible for its overall quality. Whether you work in a group of two or three members, ALL members are responsible for the quality of the entire document. 6. Rewrite until it is clear and interesting. The first draft never works. Proofread to eliminate obvious errors. Even better, ask someone else to proofread. Correctness and accuracy in spelling, syntax, grammar and punctuation are expected at post-graduate level. Readers will think that small errors are due to a lack of care and generalize about your analysis. 7. Treat your submission the same way you would treat a professional work submission. Get it in on time, at a level of quality that you would be happy to hand to your boss. Notes • Penalties for late submission: The following marking penalties will apply if you submit an assessment task after the due date without an approved extension: 5% will be deducted from available marks for each day up to five days, and work that is submitted more than five days after the due date will not be marked. You will receive 0% for the task. 'Day' means working day for paper submissions and calendar day for electronic submissions. The Unit Chair may refuse to accept a late submission where it is unreasonable or impracticable to assess the task after the due date. • For more information about academic misconduct, special consideration, extensions, and assessment feedback, please refer to the document Your rights and responsibilities as a student in this Unit in the first folder next to the Unit Guide of the Resources area. • Building evidence of your experiences, skills and knowledge (Portfolio) - Building a portfolio that evidences your skills, knowledge and experience will provide you with a valuable tool to help you prepare for interviews and to showcase to potential employers. There are a number of tools that you can use to build a portfolio. You are provided with cloud space through OneDrive, or through the Portfolio tool in the Cloud Unit Site, but you can use any storage repository system that you like. Remember that a Portfolio is YOUR tool. You should be able to store your assessment work, reflections, achievements and artefacts in YOUR Portfolio. Once you have completed this assessment piece, add it to your personal Portfolio to use and showcase your learning later, when applying for jobs, or further studies. Curate your work by adding meaningful tags to your artefacts that describe what the artefact represents.