Additional Assessment MKT501 201730
Markets, marketing mix, segments and marketing strategies
Value: 100%
Due date: within 2 weeks.
Length: 2500 words (excluding references, tables and figures)
Submission method options: [email protected]
Grade- Pass or Fail
Task
In a marketing audit you need to consider and evaluate the opportunities and threats, the
marketing mix, organisation’s segments and the consumer decision-making process for their
primary target market. Using Under Armour http://www.underarmour.com.au/ as a case study,
and incorporating theoretical concepts into your discussion from chapters 1, 2, 4, 5 and 6 of
the Pride, et al. (2015), and with the use of other theoretical sources and secondary research,
please discuss the following:
1. Briefly describe the industry market for your organisation and applying the PESTLE
macro model, evaluate current opportunities and threats facing Under Armour.
2. Discuss marketing orientation concepts (i.e. the marketing concept, the selling
concept or production concepts). Explain with examples which concept Under
Armour follows.
3. Outline and describe the 8 marketing mix concepts theoretically and apply the
components to one of Under Armour’s product offerings. As part of your application
be sure to explain and evaluate all of the 8 Ps’of marketing (product, price, place,
promotion, people, processes and physical evidence).
4. Using secondary sources regarding consumers’ retail shopping behaviour, identify the
major market segments for Under Armour, and outline and evaluate your primary and
secondary target markets.
5. Given your research for question 3 and 4, discuss the elements of marketing mix and
the target market of Under Armour which should provide you with enough evidence
of how Under Armour position itself in the market, use your understanding and
provide recommendations for Under Armour (not more than eight recommendations).
Your recommendations should focus on each of the 8Ps’ and illustrate how
contemporary issues may impact on Under Armour and its marketing strategy.
For example, for this report, contemporary issues may include, but are not limited to,
Corporate Social responsibility (CSR), social media interactions, advances in
technology, ethical concerns, environmental concerns and globalisations etc.
Rationale
This assessment assesses the following learning outcomes:
be able to find relevant and important information about organisations, their industries
and marketplaces from secondary sources;
be able to evaluate the key marketing aspects of segmentation, targeting and
positioning (STP) and be able to analyse an organisation's approach to STP.Marking criteria- For feedback only- this is a Pass/ Fail Assessment
Criterion :The
various skills to be
assessed
Grade please circle– PASS FAIL
Communication
Skills
This is about the
presentation of the
work including:
Structure, Format,
Grammar, including
images
Value 15%
Grade range 0-6
Poor grammar,
spelling,
punctuation,
concepts were
not clear, no
paragraphs or
formatting- no
images, tables or
illustrations
Marks 0-2
Some grammatical
errors,
sentences were clear
and complete clear
structure and
formatting using
headings, and sub
headings, some
illustrations and
diagrams, but not
explained and only
decorative
Marks 3
Minor grammatical
errors, sentences were
clear and complete,
structure and format
were used to aid the
reader including
diagrams, tables and
images, that were
relevant to argument,
but were still not fully
explained or described
Marks 4
Free of grammatical errors
Structure and format were
clear Sentences were well
constructed. Language was
concise. Excellent use of
diagrams, images and tables
that were both visually
appealing as well as clearly
relevant and explained
Marks 5
Free of grammatical errors
Structure and format were
clear, logical and
consistent. Sentences were
well constructed.
Exceptional use of
diagrams, images and
tables, clearly relevant,
explained and insightful
links made
Marks 6
Theoretical analysis
skills
This criterion is
about defining,
describing and
evaluating the
concepts that were
found when
researching the topic
Value 30% Grade
range 0-9
Concepts were
not defined,
described or
evaluated, mainly
listed without
explanation
Marks 0-4
Concepts were
defined, there was an
attempt to provide
descriptions with
examples to explain,
limited analysis
Marks 4.5-5.5
Clear and relevant
definitions and
descriptions with
examples, some attempt
to develop analysis by
comparing and
contrasting of concepts
Marks 6.-6.5
Clear definitions,
descriptions with examples
and analysis of concepts
with comparison, with clear
evaluations and conclusions
Marks 7-8.5
Clear definitions,
descriptions with examples
and analysis of concepts
with highly insightful and
perceptive comparisons,
evaluations and
conclusions
Marks 9
Application skills
This criterion is
about linking theory
There was no or
limited
application to the
Case study was
described and
identified. The
Case study was
described and
identified. The context
Case study described and
identified and insightful
evaluations were made. The
Case study described and
identified and insightful
evaluations were made.to a specific context,
explaining how it
relates to a
product/company
and making
recommendations
Value 45% Grade
range for 0-12
case study, no
examples
provided no
recommendations
Marks 0-5.5
context was
connected briefly to
theory, but the
recommendations
was not well
supported by
arguments
Marks 6-8
was connected to
theory with clear links.
There were relevant
market discussion and
recommendations were
supported
Marks 8.5-9
context was connected to
theory with clear, creative
and logical links. There
were relevant, well
supported recommendations
and market discussions
with explicit connections to
theoretical arguments
Marks 9.5-11.5
The context was connected
to theory with exceptional,
logical and imaginative
links. The market
discussions and
recommendations were
highly relevant , realistic
and supported with explicit
connections to
theoretical arguments
Mark 12
Referencing Skills
This criterion was
about the application
of
APA6th referencing
Value 10% Grade
range 0-3
There was
limited or no
attempt at in text
or end of text
referencing
Marks 0
There was an attempt
to apply referencing,
but style and
application were
inconsistent and
some points remain
unreferenced
Marks 1
Referencing applied.
However
style/application was
inconsistent with some
errors in text/reference
list
Mark 1.5
Both the in text and end
reference list were
consistent in terms of style
and application of APA6.
Marks 2
Both the in text and end
reference list were
consistent in terms of style
and application of APA6.
Referencing apparent in all
places where expected
Marks 3