MKT10007 Major Assignment marking guide SP1 2017 PART 1: MAJOR ASSIGNMENT – MARKING GUIDE Criteria Weak (N) Satisfactory (P) Good (C-D) Excellent (HD) Introduction (5 marks)  Unclear  Does not provide an overview of the purpose and content of the report  The introduction provided an overview of the purpose and content of the report  The introduction clearly oriented the audience to the purpose and content of the report  The introduction very clearly and effectively oriented the audience to the purpose and content of the report Buyer Behaviour (10 marks)  Superficial/general identification and discussion of the factors influencing buyer behaviour in your chosen sector  Does not provide logical analysis of why fast food products are consumed  Does not demonstrate understanding of learning material.  Does not use appropriate research sources  Some relevant factors influencing buyer behaviour in your chosen sector identified and discussed  Demonstrates some understanding of and ability to apply learning material  Uses some good research sources to support discussion  Sound judgement used to identify and discuss relevant factors influencing buyer behaviour in your chosen sector  Clearly demonstrates understanding of and ability to apply learning material  Discussion is backed up with good research  Very sophisticated identification and discussion of relevant factors influencing buyer behaviour in your chosen sector  Very clearly demonstrates understanding of and ability to apply learning material  Discussion is backed up with excellent authoritative sources The Macroenvironment (10 marks)  Superficial/general discussion of the marketing environment  Discussion is not relevant to the task  Does not demonstrate understanding of learning material.  Does not use appropriate research sources.  Some relevant trends in the marketing environment identified and discussed.  Demonstrates some understanding of and ability to apply learning material.  Uses some good research sources to support discussion  Sound judgement used to identify and discuss relevant trends in the marketing environment.  Clearly demonstrates understanding of and ability to apply learning material.  Discussion is backed up with good research.  Excellent identification and discussion of relevant trends in the marketing environment.  Very clearly demonstrates understanding of and ability to apply learning material.  Discussion is backed up with extensive research MKT10007 Major Assignment marking guide SP1 2017 The Microenvironment (10 marks)  Superficial/general review of competitors  No or little consideration of the different types of competitors  Does not demonstrate understanding of and ability to apply learning material.  Satisfactory evidence of research into the competitive environment.  A range of competitors described.  Demonstrates some understanding of and ability to apply learning material.  Good evidence of research into the competitive environment.  A good range of competitors considered and analysed.  Clearly demonstrates understanding of and ability to apply learning material.  Excellent evidence of research into the competitive environment.  Different types of competitors discussed and analysed in detail.  Very clearly demonstrates understanding of and ability to apply learning material. PART 1: TOTAL /35 COMMENTS MKT10007 Major Assignment marking guide SP1 2017 PART 2: MAJOR ASSIGNMENT – MARKING GUIDE Segmenting and Targeting (10 marks)  Discussion is superficial  Understanding and application of concepts covered in the unit not evident  Descriptions of market segments made up, with no support or justification offered  Adequate description and application of segmentation variables  Adequate identification of market segments  Provides justification of selected target segment(s) Demonstrates good understanding of the concepts covered in the unit  Good description and application of segmentation variables  Good identification of market segments  Selection of target segment(s) is well justified  Demonstrates a sound understanding of the concepts covered in the unit  Excellent description and application of segmentation variables  Excellent identification of market segments  Selection of target segment(s) is very well justified.  Demonstrates excellent understanding of the concepts covered in the unit Positioning Strategy (10 marks)  Little understanding of concepts demonstrated  Clear positioning strategy is not evident  Competitors not considered  Little regard for market analysis  Recommended positioning strategy is relatively original  Feasibility of positioning strategy considered  Recommended positioning strategy somewhat differentiates the new fast food chain from the competitors  Some relationship between recommended positioning strategy and market analysis evident  Recommended positioning strategy is original and feasible  Recommended positioning strategy differentiates the new fast food chain from the competitors  Recommended positioning strategy is consistent with the market analysis  Recommended positioning strategy is very original and feasible  Recommended positioning strategy very clearly differentiates the new fast food chain from the competitors  Recommended positioning strategy is very consistent with the market analysis MKT10007 Major Assignment marking guide SP1 2017 Product Strategy (10 marks)  No originality shown  Ideas are simplistic  Recommendations are not consistent with market analysis  Does not demonstrate understanding of theory  Well presented  Proposed product strategy is somewhat original and shows understanding of relevant theory  Some relationship between recommendations and market analysis evident  Professionally presented  Proposed product strategy is original and shows clear understanding of relevant theory, including attempt at incorporating all levels of product  Recommendations have a solid foundation in the market analysis  Very professionally presented  Proposed product strategy is very original and demonstrates very clear understanding of relevant theory, including all levels of product  Recommendations have a very solid foundation in the market analysis Pricing Strategy (5 marks)  No originality shown  Ideas are simplistic  Recommendations are not consistent with market analysis  Does not demonstrate understanding of theory  Well presented  Proposed pricing strategy shows understanding of relevant theory  Some relationship between recommendations and market analysis evident  Professionally presented  Proposed pricing strategy is original and shows clear understanding of relevant theory.  Recommendations have a solid foundation in the market analysis  Very professionally presented  Proposed pricing strategy demonstrates very clear understanding of relevant theory.  Recommendations have a very solid foundation in the market analysis MKT10007 Major Assignment marking guide SP1 2017 Distribution Strategy (5 marks)  Simplistic distribution strategy recommended  No relationship between recommended distribution strategy, market analysis and prior recommendations evident  Does not demonstrate understanding of learning material  Recommended distribution strategy fairly well thought out  Consistency between recommended distribution strategy, market analysis and prior recommendations evident  Demonstrates understanding of learning material  Recommended distribution strategy well thought out  Recommended distribution strategy is consistent with market analysis and prior recommendations  Demonstrates good understanding of learning material  Original ideas  Recommended distribution strategy very well thought out  Recommended distribution strategy is very consistent with market analysis and prior recommendations  Shows solid understanding of learning material  Very original ideas Promotion Strategy (10 marks)  Simplistic communications strategy  Recommended communications strategy not consistent with market analysis and prior recommendations  Does not demonstrate understanding of learning material  Recommended communications strategy is reasonable  Relatively clearly and concisely explained  Recommended communications strategy reflects market analysis and prior recommendations  Understanding of and ability to apply learning material evident  Recommended communications strategy is creative  Clearly and concisely explained  Feasibility of recommended communications strategy considered  Recommended communications strategy clearly reflects market analysis and prior recommendations  Demonstrates good understanding of and ability to apply learning material  Recommended communications strategy is very creative, feasible and brings the business to life  Very clearly and concisely explained  Recommended communications strategy very clearly reflects market analysis and prior recommendations Demonstrates solid understanding and application of learning material MKT10007 Major Assignment marking guide SP1 2017 Research and Referencing (15 marks) ***NOTE: This section is used to mark the overall assignment (ie. both Part 1 & Part 2) at the end when both parts are complete  Weak search  Inappropriate selection of academic and practitioner resources to support background research and key points  0-5 references  No attempt at consolidating and synthesizing information from a range of academic and practitioner resources  No attempt at paraphrasing and in-text citations  List of references used not presented  No attempt at referencing according to recommended guidelines  Somewhat appropriate selection of academic and practitioner resources to support background research and key points  5-10 references  Attempt at consolidating and synthesizing information from a range of academic and practitioner resources evident  Attempt at paraphrasing and in-text citations evident  List of references used presented  Attempt at referencing according to recommended guidelines evident  Appropriate selection of high quality academic and practitioner resources to support background research and key points  10-15 references  Information from a range of academic and practitioner resources well consolidated and synthesized  Good use of paraphrasing and in-text citations  List of references used presented clearly and consistently  Good referencing style  Very judicious and appropriate selection of high quality academic and practitioner resources to support background research and key points  15+ references  Information from a range of academic and practitioner resources very well consolidated and synthesized  Excellent use of paraphrasing and in-text citations  List of references used presented very clearly and consistently  Excellent referencing style PART 2: TOTAL /65 COMMENTS Combined TOTAL: /100 = /30