Major Assignment: The major assignment will be done individually. The major assignment requires a written business report of no more than 2500 words plus appendices. It is worth 30% to end of semester mark. The assignment is to submitted via Turnitin which will be explained to you in class in Week 2. More information will be explained in class by your lecturer as well as providing a table of contents. The assignment is divided into three sections with Section A due in Week 4, Section B: Week 8 and Section C: Week 12 You will be allocated one of these brands or companies listed below by your lecturer; Gloria Jeans Boost Juice Post-Graduate Higher Education (Navitas) JB Hi Fi Home Entertainment (Hi Fi, plasma TV, home theatre etc) Office works Section 1 due in Week 4 (Worth 8% and approx. -750 words): Provide a situation analysis of the industry background including size, growth and structure, trends in the market place and identify the major competitors (describe two strengths and 2 weaknesses, their USP and current strategies). In your answer, the use of models as explained in Lecture 3 (BCG and Ansoff) should also be included. A review of the marketing macro environment and the forces that shape it in the industry selected. You will need to examine each macro factor and identify the opportunities and threats it presents to marketers. Each factor will have at least one references explaining it. You are to include a fully explained SWOT at the end of this section. This can be included in a table. Section 2 – due in week 8 (worth 12% and approx. -1000 words): Discuss the level of involvement for two target market segment which are likely for your organisation in terms of the decision making. In other words, perform a consumer audit on each of the segments. Your answers can be put in a table in your appendix, but an explanation for both segment should also be included in the main body. Students are expected to include an explanation of both the internal and external influences affecting the buying behaviour of both segments. In addition, there should be an explanation of the buyer decision process for the segments that are under investigation in your report Once you have an understanding of the marketing factors impacting on the particular industry, you will need to analyse their segmentation methods. These segments should be new segments the company has yet to enter. Clearly explain why segmentation has been applied to your two (2) segments (target markets). In your explanation include 3 demographics, 2 behavioural, 2 geographic and 1 psychographics variable and explain why in your report. Discuss the different strategies used by the company in each of the segments. At the end of this, a positioning map explaining the strategy suggested and the variables used (not quality and price). The student should seek to explain any USP or competitive advantages the company may possess or should have to enter the new segment you have chosen. Recommendation – which target market should they concentrate on in the future. This answer should be based on your analysis as described above. Section C – Due week 12 (Worth 10% and approx. -1000 words): Explain the marketing mix for the target market identified in Part d in Section 2. You will need to consider all elements for the product (brand, quality mix, labelling, packaging, after sales service etc), price (strategies, both internal and external factors), place (channels, distribution intensities), promotion (a review of the promotional mix elements). There should be ample evidence of research and preparation. Marketing texts will provide you wish a good basis for the theory, whilst industry reports, newspapers, magazines and company websites will provide you with specific examples. No use of Wikapedia, MBA.com or equivalent to be used in the report. There will be consequences if they are included in terms of mark reductions. Further Assignment Information: 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 assignment, 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 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 assignment or other work. 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 assignment 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. Your assignment is to be formatted as follows: Word document format only, A4 size One (1) single file 12 point, Times New Roman font Fully justified paragraphs, 1.5 spaced Made up of Title Page, Background Summary, Table of Contents, and relevant headings. Referencing format to be used is Harvard Referencing Word count: Assignments 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, Executive Summary, Table of Contents, Reference Lists, and Appendices but does include everything else (i.e. In-text citations, tables, and figures). There will be information put on the portal for you. Please listen to your lecturer and look at the portal A marking rubric will be developed soon. Assignment submission: Assignments must be submitted by the due date. Students should complete the Assignment Cover Sheet (available from the Student Portal under Students / Forms), attach it to their assignment and then submit the completed assignment as outlined in the assignment details. (Assignments will not be accepted at Deakin College Reception). All Assignments will be submitted via Turnitin. Students must keep a copy of each assignment submitted and must be able to produce the copy in the unlikely event that the original assignment is misplaced. Students must maintain backup copies of all their assignment work. Electronic loss of data is common, but is NOT a satisfactory excuse for an extension of a submission date. Late submission of assignments: Extension of an assignment submission date If there is a compelling reason why you are unable to complete your assignment before the due date you should complete a Request for Extension of Assignment Due Date form, available from the Student Portal under Students / Forms and submit it to your lecturer. This must be done at least 24 hours before the assignment due date. Penalties for late submissions: Assignments received late and without prior approval will be penalised. A penalty of 10% of the available marks will be deducted for every day the assignment is late. Assignments received after 7 days without an approved extension, will not be marked Please read the course guide and listen to your lecturer and look on the portal for more information.