Fundamentals of Marketing MKT10007 – OUA SP1, 2017 Page 1 Major Assignment: Marketing Strategy Report PART 1 Group task = (2-3 students maximum) Word Count = 1500 plus or minus 10% Worth = 35/100 marks available for this assignment Due Date: Week 6 – Sunday 9th April 2017 – by 11.59pm Assessment rationale This assignment has been designed in order to:  assist you to develop your learning about marketing concepts covered in this unit and allow you to demonstrate your level of understanding of those principles;  analyse the link between marketing practice and marketing theory;  help you to apply appropriate business report writing skills;  guide you to use the appropriate citation of references and a reference list in your written work Topic Your client Healthy Food inc. is concerned about the growing obesity rates in Australia and the impact that consumption of fast food has on it. Healthy Food Inc. would like to explore establishing a new fast food chain in Australia, but one that focuses on providing ONLY healthy, natural and chemical free food. They would also like their business to be socially responsible, and they are interested in any opportunities that you see in this area for them to take up. They want their chain to be seen as a viable alternative to ‘unhealthy’ KFC, McDonalds and similar chains that have multiple outlets. Fundamentals of Marketing MKT10007 – OUA SP1, 2017 Page 2 As Healthy Food Inc.’s marketing consultant group you will be preparing a Marketing Report where you will address the following: 1. Research and Discuss the current general buyer behaviour associated with fast food consumption in Australia (this includes healthy and unhealthy) 2. Analyse the Macroenvironment. (refer to the lecture/reading material on the macro environment to assist with answering these questions plus research on your specific proposal ) What are the society-wide influences on your proposed business? Are there demographic, economic, natural, technological, political, or cultural trends that have, or will, affect the prospect of opening your new healthy fast food business? 3. Analyse the Microenvironment. (refer to the lecture/reading material on the micro environment to assist with answering these questions plus research on your specific proposal ) Who are relevant publics? Who are suppliers? Identify who the competitors would be – Briefly summarise the actual likely competitors, what they offer and who they seem to target. Fundamentals of Marketing MKT10007 – OUA SP1, 2017 Page 3 Major Assignment: Marketing Strategy Report PART 2 Group task = (2-3 students maximum) Word Count = 1500 plus or minus 10% Worth = 50/100 of total marks available for this assignment Due Date: Week 10 – Sunday 7th May 2017 – by 11.59pm Based on your findings in PART A of this assignment, you need to complete PART B below: 4. Suggest a possible Marketing Strategy for the chosen business– The aspects of the marketing strategy that you should cover include:  Your recommended target market which will be based on your research in PART A. Don’t forget to research your chosen target market and create (3) specific profiles discussing the various elements possible (you will need to research customer profiles for this)  How the new business should be positioned –Explain one or more specific positioning approaches that you think the business should follow based on what insights you have gained from your research, to support your choices. 5. Outline the following four elements of the Marketing Mix  Ideas for the Products and Services that could be offered and how they can be offered. A sample menu would be useful here to show your plan for specific products.  Pricing - Describe the pricing strategy that you recommend and justify your choice. Adding prices to your menu above would be useful for this section.  Distribution – Briefly outline where would you locate the business? This will need to be supported with evidence as to why the chosen area etc. has the best chance of success based on your target market.  Promotion – Provide a communication strategy for the business using appropriate and relevant promotional tools (see IMC lecture to remind you about which tools to use and when). Examples and evidence to support your choices are necessary. A sample of one of your promotional ideas would be great here also. Fundamentals of Marketing MKT10007 – OUA SP1, 2017 Page 4 Major Assignment: Marketing Strategy Report PART 1 & 2 Group task = (2-3 students maximum) Overall Assessment = Research and referencing Worth = 15/100 of total marks available for this assignment NOTE: The following documents are available on blackboard if you go to the ASSESSMENT section, then click on Major Assignment ***A marking guide to explain how you will be marked ***A guide on ‘how to break down the assignment for group members’ ***A Research Guide from the library to assist you