Assessment 2 – Group Report: 60%

Assessment 2 – Group Report: 60%

Purpose of Assessment 2

The purpose of assessment 2 is to enable students to develop their knowledge, understanding and application of marketing concepts in a retail company: e.g. Segmentation, Product, Branding, Pricing, Promotion – which can include Advertising, Public Relations, Personal Selling, Sales Promotions, Distribution, E-Marketing (web site), Processes, Physical evidence and People (the 7ps should all be related to the marketing mix) and Environmental factors.

Task for Assessment 2 – working in groups of maximum 4 or 5 students

Students are required to locate and review one small, local retail outlet, for example:
Hairdresser, Coffee Shop, Shoe Shop, Electrical Store, Small Grocery Shop, Butchers, Patisserie, Clothes Shop, Jewellers, etc. Each Group within each seminar group should choose a different type of retail outlet.
Choose a small and independent retailer that is underperforming and needs your consulting firm’s skills and advice. Your task is to research, analyse and make appropriate recommendations to improve its business performance.

For the report students should answer the following questions:

1. Students should give an overview of the type of shop, name, location, history etc.
If the shop is part of a bigger group this should be explained.
2. What are the characteristics of the customers who use the retail outlet?
Students should consider and refer to segmentation variables e.g. geographic, demographic, psychographic, behavioural, etc. when describing the customers. Reference to academic sources is recommended.
3. With reference to an academic text define and explain what is meant by the term marketing mix then review and outline each element of the marketing mix of the retail outlet under review? Refer to academic material to explain your findings.
(Students should clearly review and outline each element of the marketing mix using the 7ps. Product, Price, Place, Promotion, Processes, Physical evidence, People.)
4. Explain why an understanding of the external/environmental (PESTLE) factors is important for all organisations.
5. Explain how in your opinion, a change in each element of PESTLE could have an effect upon the shop under review.

DO NOT INCLUDE A PESTEL ANALYSIS IN ANY OF YOUR PRESENTATIONS, ONLY IN THE REPORT

Presentation Element: 40% – weeks 11, 12
15 Minute Presentation + 5 minutes questions to give a summary of the findings of Questions 1-3 of your report

Group Report Element: 60% – week 8 (Sunday before 23.59 via turnitin)
The group report should be 2,500 words in length excluding appendices.

It should:
Address all the questions 1-5 above.
Have clear references to the set text (Jobber and Ellis- Chadwick, 2013)
Be clear and well structured in report format.
(Executive Summary, Contents Page, Page Numbers, Introduction, Main body, Conclusion and Recommendations, References.)

See assessment marking sheet for allocation/weighting of marks
NOTES

Submission for Coursework 2 Report: Week 8 (Sunday before midnight).

Submission: submit a soft copy via Blackboard

Late Submission: Unless there are mitigating circumstances which are clearly reported to registry all late submissions will be capped at 40%.

Extensions: will only be allowed in extreme circumstances and will only be allowed by the Programme Director in consultation with other members of the panel.

Course Hand Book: Students should review the course hand book for any other matters
Marking Scheme for Lecturers

Assessment 2 – Group Report on a Retail Outlet

Summative Report Element – 60%

The purpose of this assessment is to assess the level of understanding of all of the questions 1- 5

Students should then answer the following questions:

1. Students should give an overview of the type of shop, name, location, history etc.
If the shop is part of a bigger group this should be explained.
5 marks =

2. What are the characteristics of the customers who use the retail outlet?
Students should consider and refer to segmentation variables e.g. geographic, demographic, psychographic, behavioural, etc. when describing the customers.
How to segment them, target them and position the business to them? (STP)
Reference to Jobber or to any other marketing academic author is recommended.
20 marks =

3. With reference to an academic text define and explain what is meant by the term marketing mix then review and outline each element of the marketing mix of the retail outlet under review?
(Students should clearly review and outline each element of the marketing mix using the 7ps. Product, Price, Place, Promotion, Processes, Physical evidence, People.)

Marketing Mix Definition and Explanation (10 marks)

Products
Price
Place
Promotion

Physical Evidence
People
Processes
(20 marks)

Total 30 marks =
4. Explain why an understanding of the external/environmental (PESTLE) factors is important for all organisations. Explain how in your opinion, a change in each element of PESTLE could have an effect upon the shop under review. Look at future scenarios and analyse whether they would constitute opportunities or threats to your chosen business.

25 marks =
5. Conclusion and recommendations

10 marks=
6. Quality of report? – structure, executive summary, contents page, use of headings, referencing of appendix, sources of information, number of words (Approx 2,500)
Use of English? – well written, attention to spelling and grammar

Clearly referenced to the set text or to any other academic author?

Use of other reference sources?
10 marks =