1 MMK101 Marketing Fundamentals T1 2017 Assessment Brief – Green Kinetic Ltd. (60% of final grade) Task: Create a marketing plan by applying the theories and framework that you learn in MMK101 to introduce the Green Kinetic product into the Melbourne Metropolitan market. This assessment is designed to allow students to analyse real-world problems facing Green Kinetic Ltd., and propose solutions to the given objectives. This is consistent with the Unit Learning Outcomes and Graduate Learning Outcomes as follows: Unit Learning Outcome (ULO) Graduate Learning Outcome (GLO) ULO 1: Identify and explain theoretical concepts and the marketing mix elements employed in marketing strategy development GLO 1: Discipline-specific knowledge and capabilities GLO 4: Critical thinking ULO 2: Explain the use of market information in developing segmentation and positioning strategies GLO 1: Discipline-specific knowledge and capabilities GLO 3: Digital literacy GLO 4: Critical thinking ULO 3: Apply the marketing concept and marketing strategy in various contexts including profit and not-for-profit organisations, including government GLO 1: Discipline-specific knowledge and capabilities GLO 3: Digital literacy GLO 4: Critical thinking GLO 8: Global citizenship 2 Compulsory Pre-Assessment Task: Digital Literacy Module (DLM) Assessment Digital Literacy Module (DLM) Completed Individually ONLY Weighting 0% of final grade but if you do not complete this task you will not be able to access the Assessment Drop Box for submission and will not be able to submit your assessments Due Date Week 3, Friday 24 March 2017 @ 5:00pm AEDT Where to Submit DLM link is under ‘Resources’ on the MMK101 CloudDeakin site Where is the Digital Literacy Module located? In the MMK101 CloudDeakin site under ‘Resources’. What order does the Module need to be completed in? 1. Complete the “Pre-Module Self-Assessment” section located in the introduction page in MMK101 unit site. This unlocks the quiz to the “Find” section. 2. Complete the “Find” section, then complete the quiz (link to quiz is located in the “Find” section). You must achieve at least 80% to unlock the “Use” section of the module. 3. Students complete the “Use” section, then complete the quiz. Students must achieve at least 80% to unlock the “Share” section of the module. 4. Students complete the “Share” section, then complete the final quiz. Students must achieve at least 80%. 5. Students complete the “Post-Module Self-Assessment”. 6. Failure to complete this task, including the “Post-Module Self-Assessment” will result in you not being able to access the MMK101 assessment dropbox and therefore a zero grade in the assessments. If you have any queries, please go to the designated “Digital Literacy Module (DLM) Discussion Forum” on the MMK101 CloudDeakin site Discussion Area. 3 Summary of Assessment – Green Kinetic Ltd. Assessment 1: Market Environment Analysis (10%) 500 Words (+/- 10%) Due Date: Week 5, Tuesday 4 April 2017 @5:00pm AEDT Late Submission Penalty: If the assessment is submitted late without an approved extension from the Unit Chair, a marking penalty of 5% of the available marks will be deducted each day for up to five days. If the assessment is submitted more than five days after the due date it will not be marked and will be awarded zero (0%) for the task. Students who submit their assessment on time will be provided with written feedback and marks on CloudDeakin by Tuesday 18 April 2017 @ 5:00pm AEDT. Hurdle: As outlined in the Unit Guide, submission of Assessment 1 is a hurdle requirement for submission of Assessment 2. You CANNOT submit Assessment 2 if you have not submitted Assessment 1. Assessment 2: Segmentation, Targeting and Positioning Strategy (20%) 750 Words (+/- 10%) Due Date: Week 8, Tuesday 2 May 2017 @5:00pm AEDT Late Submission Penalty: If the assessment is submitted late without an approved extension from the Unit Chair, a marking penalty of 5% of the available marks will be deducted each day for up to five days. If the assessment is submitted more than five days after the due date it will not be marked and will be awarded zero (0%) for the task. Students who submit their assessment on time will be provided with written feedback and marks on CloudDeakin by Tuesday 16 May 2017 @ 5:00pm AEDT. Assessment 3: Marketing Strategy Recommendations (30%) 1000 Words (+/- 10%) Due Date: Week 11, Tuesday 23 May 2017 @5:00pm AEDT Late Submission Penalty: If the assessment is submitted late without an approved extension from the Unit Chair, a marking penalty of 5% of the available marks will be deducted each day for up to five days. If the assessment is submitted more than five days after the due date it will not be marked and will be awarded zero (0%) for the task. Students who submit their assessment on time will be provided with written feedback and marks on CloudDeakin by Tuesday 6 June 2017 @ 5:00pm AEDT. 4 Green Kinetic Ltd You have been hired by Green Kinetic Ltd. as an independent marketing consultant to complete a marketing report in relation to a market environment analysis (Assessment 1) segmentation, targeting and positioning strategy (Assessment 2) and strategic recommendations to launch, distribute and service the marketplace in Melbourne (Assessment 3). Brief: Green energy is here to stay! However, instead of relying on someone else generating the renewable power for you (think solar panels on someone else’s roof), why don’t you do it yourself? The answer is kinetic energy, generating electricity through movement to power your personal devices. Think, when you move, the device that is attached to your body generates a charge through superconductive dynamos embedded in a casing. This charges the lithium ion cells that store the charge to give you the power you need. You can generate electricity when you walk, bike, gym, jog, dance – in fact, with any physically active pursuit. Have fun and have a charge! The Green Kinetic product is the size of an iPod and can be worn on the body or carried in your bag. It works in any weather but must be agitated to produce a charge. There is a backup optional “winder” that can be used to wind the dynamo for a charge – in case you are in a situation where you cannot get up and jump around. There are competitors in the market – but they all suffer from having older technology dynamos that do not charge the battery very well. Green Kinetic uses a new patented multi-layer chemical system that produces a better charge with less movement. This system is far superior to the mechanical power systems (e.g. gyros) used by our competitors. As a marketing consultant, please research the market, identify suitable target markets and also devise a marketing plan to launch, distribute and service the marketplace in Melbourne. The three (3) objectives of Green Kinetic Ltd.’s, marketing plan are: 1. To identify a suitable target market within the Melbourne metropolitan market. 2. To identify how Green Kinetic Ltd should position themselves in the Melbourne metropolitan market. 3. To develop marketing strategies using two (2) of the extended marketing mix elements (7Ps), that will enable Green Kinetic Ltd. to successfully launch, distribute and service the Melbourne Metropolitan market. Wishing you a good time researching and developing your reports and we look forward to reading your wonderful plans. Regards, Al Lee CEO Green Kinetic More background http://www.economist.com/node/10640707 5 Assessment 1: Market Environment Analysis (10%) Green Kinetic Ltd intends to launch their product into the Melbourne metropolitan market. Your task is to analyse the environment, through providing a fully referenced micro and macro environmental scan of this market. Assessment Assessment 1: Market Environment Analysis Completed Individually ONLY Weighting 10% of final grade (marked out of 100) Word Limit 500 words (+/- 10%) Due Date Week 5, Tuesday 4 April 2017 @ 5:00pm AEDT Where to Submit Assessment 1 Dropbox On CloudDeakin Late Submission Penalty 5% of the available marks will be deducted each day for up to five days Return Date By Tuesday 18 April 2017 @ 5:00pm AEDT Hurdle: As outlined in the Unit Guide, submission of Assessment 1 is a hurdle requirement for submission of Assessment 2. You CANNOT submit Assessment 2 if you have not submitted Assessment 1. Compulsory Digital Literacy Module – you MUST complete this fully by 24 March 2017 in order to be able to access the Assessment 1 Dropbox The environment analysis discussed in Assessment 1 will be the basis of the consumer profile provided in Assessment 2, which will both then form the basis for the marketing strategy recommendations which are proposed in Assessment 3. The feedback you will receive for Assessment 1 should be used to strengthen your discussion of segmentation, targeting and positioning in Assessment 2. Feedback you receive for Assessment 2 should then be used to strengthen you marketing strategy recommendations in Assessment 3. You should use the feed-forward nature of all feedback provided to improve your future work. 6 Section Marks Details (optional/suggested breakdown of word limit in brackets) 1 (150 words) 25 Industry Overview and Product Description: Using the template for Assessment 1. Provide a brief and fully referenced industry overview and product description, including: - Overview of the relevant industry including relevant statistics from industry sources such as IBIS World, Passport, Business Monitor, ABS, peer-reviewed articles, etc.; - Major players (direct and/or indirect competitors) in the industry; - Growth and other significant trends in the industry. 2 (350 words) 70 The Company’s Micro and Macro Environment: Provide a fully referenced overview of the RELEVANT factors from the macro and micro environment that are impacting Green Kinetic Ltd. (and provide a justified rationale for why you think they are the most relevant and why others are not): - Possible macro factors for discussion (demographic, economic, natural, technological, political, cultural) - Possible micro factors for discussion (company, customers, suppliers, intermediaries, competitors, publics) - Some assumptions can be made but must be logical Overall 5 General communication - Following the requirements listed on pages 9 and 10 of this brief - Appropriate use of digital resources - Use of credible and relevant sources (minimum of 10 different sources) with at least 50% of these being Peer Reviewed Sources (minimum of 5 different sources). Peer reviewed sources are normally used to reference the marketing theory that you are expected to use to underpin your work – e.g. micro-macro theory. - Correct, consistent use of the Harvard style of referencing - Concise, clear, professional language and writing style. NO mistakes in grammar and spelling – give me a piece of work you can be proud of. 7 Assessment 2: Segmentation, Targeting and Positioning Strategy (20%) Having analysed the environment in Assessment 1, Assessment 2 leads directly on from this. In particular, in Assessment 2, your task is to segment the market, identify which segment Green Kinetic Ltd. should target, and recommend how Green Kinetic Ltd. should position themselves to best serve their target market. The environment analysis discussed in Assessment 1 should be used as the basis of the consumer profile presented here in Assessment 2. The feedback you received for Assessment 1 should be used to strengthen your discussion of segmentation, targeting and positioning in Assessment 2. Assessment Assessment 2: Segmentation, Targeting and Positioning Strategy Completed Individually ONLY Weighting 20% of final grade (marked out of 100) Word Limit 750 words (+/- 10%) Due Date Week 8, Tuesday 2 May 2017 @ 5:00pm AEDT Where to Submit Assessment 2 Dropbox On CloudDeakin Late Submission Penalty 5% of the available marks will be deducted each day for up to five days Return Date By Tuesday 16 May 2017 @ 5:00pm AEST/AEDT Section Marks Details (optional/suggested breakdown of word limit in brackets) 1 5 Background Summary of Assessment 1: In the provided template for Assessment 2 summarise the findings from Part 1 (industry overview, product description and macro and micro analysis). 2 (300 words) 35 Market Segmentation Provide a fully referenced overview of the segmentation bases that are most likely used/could be used by Green Kinetic Ltd. in segmenting their market of potential customers: - Only focus on the relevant segmentation bases and provide a justified rationale for why you think they are the most relevant and why others are not - Provide three (3) appropriate market segments for the company to consider targeting – use a segmentation table to present this information 3 (200 words) 25 Market Targeting and Consumer Profile From the various segments profiled in Part 2 CHOOSE ONE target market for Green Kinetic Ltd. to target and provide a fully referenced customer profile: - Choose your target market and justify why they should be the target market Green Kinetic Ltd.; - Provide a detailed profile of your target market based on the segmentation variables as detailed in Section 2, supported with academic literature. 4 (250 words) 30 Differentiation and Positioning Considering the target market that you have selected, discuss how you would differentiate and position Green Kinetic Ltd. market offerings in the consumers’ minds (fully referenced): - Consider the 5 bases of differentiation (product, image, service, people, channel) and choose the most appropriate to discuss - You must provide a positioning statement and illustrate where your company is positioned, relative to competitors, on a positioning map (sometimes referred to as a perceptual map) Overall 5 General communication - Following the requirements listed on pages 9 and 10 of this brief - Appropriate use of digital resources - Use of credible and relevant sources (minimum of 10 different sources) with at least 50% of these being Peer Reviewed Sources (minimum of 5 different sources) - Correct, consistent use of the Harvard style of referencing - NO mistakes in grammar and spelling – give me a piece of work you can be proud of. 8 Assessment 3: Marketing Strategy and Recommendations (30%) Assessment 3 continues from Assessment 2. You should recommend a detailed extended marketing mix strategy that will help Green Kinetic Ltd. to successfully reach their goals. The environment analysis discussed in Assessment 1 and the consumer profile presented in Assessment 2 should be used as the basis of the marketing strategy recommended here in Assessment 3. The feedback you received for Assessment 1 and Assessment 2 should be used to strengthen your strategic recommendations in Assessment 3. Assessment Assessment 3: Marketing Strategy and Recommendations Completed Individually ONLY Weighting 30% of final grade (marked out of 100) Word Limit 1,000 words (+/- 10%) Due Date Week 11, Tuesday 23 May 2017 @ 5:00pm AEDT Where to Submit Assessment 2 Dropbox On CloudDeakin Late Submission Penalty 5% of the available marks will be deducted each day for up to five days Return Date By Tuesday 13 June 2017 @ 5:00pm AEST/AEDT Section Marks Details (optional/suggested breakdown of word limit in brackets) 1 5 Background Summary of Assessment 2: In the provided template for Assessment 3 identify your target market and positioning statement developed from Assessment 2. 2 (800 words) 80 Marketing Mix: Provide a fully referenced discussion of two extended marketing mix element strategies that you are recommending be used by the organisation to meet its objectives (page 4 of this brief), with justification (see Chapters 7-13 of the prescribed text). Aspects that you need to address, include: - Relevant aspects of Marketing Mix elements. - How should they be used? Be specific. - Justify your recommendations – be creative, but ground your decisions in reality and base them on best-practice - Make sure you discuss at each stage how these strategic recommendations relate to the stated objectives and how they will help Green Kinetic Ltd. meet the needs of the target market you identified and their ideal positioning. 3 (200 words) 10 Conclusions with Implications for the Company: Make sure your conclusion and implications: - Summarise the significant elements of all 3 Assessments - State the implications for the company of the findings from your reports - What marketing metrics would you recommend to measure the success (or otherwise) of this plan? Overall 5 General communication - Following the requirements listed on pages 9 and 10 of this brief - Appropriate use of digital resources - Use of credible and relevant sources (minimum of 10 different sources) with at least 50% of these being Peer Reviewed Sources (minimum of 5 different sources) - Correct, consistent use of the Harvard style of referencing - Concise, clear, professional language and writing style 9 Please note the following: 1. Word count does NOT include the table of contents, references, appendices, and any tables or figures used in the body of the document. 2. You must name your Assessment 1 file for submission as: surname_student ID_MMK101_Assessment 1 (for example: smith_123456789_MMK101_Assessment 1) and it MUST be a single (1) Word document or PDF. 3. You must name your Assessment 2 file for submission as: surname_student ID_MMK101_Assessment 2 (for example: smith_123456789_MMK101_Assessment 2) and it MUST be a single (1) Word document or PDF. 4. You must name your Assessment 3 file for submission as: surname_student ID_MMK101_Assessment 3 (for example: smith_123456789_MMK101_Assessment 3) and it MUST be a single (1) Word document or PDF. 5. Once you have done this please follow this step-by-step Assessment submission guide: http://www.deakin.edu.au/students/clouddeakin/help-guides/assessment/Assessments 6. Note: In order to see the Assessment 1 Dropbox, you need to first complete the Digital Literacy Module. If you have tried to complete this and are having issues, you are best to urgently contact the library staff at: [email protected] 7. If you have completed the Digital Literacy Module (including the Post-Module Self-Assessment) and can see the Dropbox and are still unable to submit your Assessment then you may be experiencing an IT issue. If this is the case, you are best to urgently contact the Deakin University Student IT Help Desk. Their contact details can be found at: Deakin University Student IT Help Desk 8. Please note that by clicking the SUBMIT button in the online Assessment Dropbox, you are declaring that the work submitted is entirely your own, except where material quoted or paraphrased is acknowledged in the text. You are also declaring that it has not been submitted for assessment anywhere previously (that includes any previous attempts you may have made in this unit!). 9. You will receive an auto-generated email when you have successfully submitted your assessment. If you DO NOT receive this email confirmation it means you have not submitted your assessment correctly and your assessment will not be marked. 10. If you have any queries or need clarification regarding this Assessment please refer to the Assessment FAQs on CloudDeakin in the first instance. 11. Turnitin: - There is no separate Turnitin link in the MMK101 Assessment area - You can submit your draft Assessment to the practice Turnitin dropbox on the UniStart CloudDeakin site to check your originality % as many times as you like, prior to the actual submission date and time. 12. DO NOT submit a hardcopy of your Assessment. Academic Integrity, Plagiarism and Collusion: Plagiarism and collusion constitute extremely serious breaches of academic integrity. They are forms of cheating, and severe penalties are associated with them, including cancellation of marks for a specific Assessment, for a specific unit or even exclusion from the course. If you are ever in doubt about how to properly use and cite a source of information, consult your lecturer or the Study Support websitehttp://www.deakin.edu.au/students/study-support/referencing • Plagiarism occurs when a student passes off as the student’s own work, or copies without acknowledgement as to its authorship, the work of any other person or resubmits their own work from a previous assessment task. • Collusion occurs when a student obtains the agreement of another person for a fraudulent purpose, with the intent of obtaining an advantage in submitting an Assessment or other work. Work submitted may be reproduced and/or communicated by the university for the purpose of assuring academic integrity of submissions (http://www.deakin.edu.au/students/study- support/referencing/academic-integrity). 10 Writing and formatting: General writing issues such as poor spelling, grammar, English expression, formatting, and the like will attract penalties ranging from 10% to 100% of the total Assessment marks depending on severity. This is to be formatted as a business report (not an essay) and is to be written as if you are an independent business consultant – NOTE: Letter or Memorandum, Executive Summary (abstract) and Methodology sections are NOT required. Your Assessment is to be formatted as follows: - Word document only format only, A4 size (NO PDF) - One (1) single file - 12 point, Times New Roman font - Fully justified paragraphs, 1.5 or double spaced - Normal margins (2.54 cm left, right, top and bottom) - The assessments should follow a professional report writing format, including: Title Page, Table of Contents, and relevant headings and sub-headings described in this document. Assessment templates have been provided to assist you with the formatting of your report. Word count: Assessments which go over the word limit (+/-10%) will, in fairness to other students, be penalised between 10% and 100% of the available marks depending on severity. The word count does not include the Title Page, Table of Contents, Tables/Figures, Reference Lists, and Appendices but does include everything else (i.e. In-text citations, and any other material submitted). Sources of information: It is required that you utilise, and correctly reference, at least (minimum) 10 references throughout each of the three (3) reports, with a minimum of 50% of these being peer-reviewed articles (you can view this video guide to help finding peer-reviewed articles), and you must correctly use the Harvard style of referencing in this report. If these are not done correctly, you will be penalised between 10% and 100% of the available marks depending on severity. Extensions/Late submission: • Extensions to the dates for submission of this Assessment will be considered only if a written request with supporting documentation is submitted and negotiated with the Unit Chair. • Late Submission Penalty: If the assessment is submitted late without an approved extension from the Unit Chair, a marking penalty of 5% of the available marks will be deducted each day for up to five days. If the assessment is submitted more than five days after the due date it will not be marked and will be awarded zero (0%) for the task. 11 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 in the CloudDeakin unit site. • 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. • You must keep a backup copy of every assessment you submit, until the marked assessment has been returned to you. In the unlikely event that one of your assessments is misplaced, you will need to submit your backup copy. • Any work you submit may be checked by electronic or other means for the purposes of detecting collusion and/or plagiarism. • When you are required to submit an assessment through your CloudDeakin unit site, you will receive an email to your Deakin email address confirming that it has been submitted. You should check that you can see your assessment in the Submissions view of the Assessment dropbox folder after upload, and check for, and keep, the email receipt for the submission.