Individual Marketing Report Instructions & Rubric

Applying the Core Marketing Concepts and Evaluating the Marketing Mix.

This assignment has several purposes. It requires you to:

  1. Apply marketing theory to the activities of a specific organization;
  2. Prepare a formal written report.
    Instructions
    “Using one of the companies/ products lines/brands we have used in our Learning Activities, identify and explain the five core marketing concepts. Describe and discuss the marketing strategy employed for one customer segment. This includes profiling one segment as a target market and each of the marketing mix elements employed to meet the needs of that segment.”

Step 1 – Choose one of the companies / brands from HelloFresh, McCafe, City Beach, Contiki, Johnnie Walker, Vinomofo, Amazon Alexa, or Ford Ranger and then pick a product line or product category. If you are unsure, discuss with your workshop facilitator and get the chosen product line approved.
Step 2 – By reviewing the company’s marketing communications and other researched data, IDENTIFY, the target market profile of one customer segment targeted by the company with this Product or Product line
Step 3 – Research the required information to complete the sections of the report as outlined below. Follow the rubric on page 5 as a guide to your headings. Use a numbering system for headings.

1.0 Introduction: It’s advisable to write this last as it overviews each of the areas included in the report. Use future tense in your language, e.g. “This report will…” Remember it should not include the conclusion. The purpose is to introduce the organisation, the chosen product line and then finally the report elements and structure.
2.0 The Core Marketing Concepts:
2.1 Markets and Target market segment: Define and describe what a market is and what a segment is. Based on the chosen company’s communication, research and identify the segmentation factors and variables used by your company to segment the market. Week 1 and 3 activity sheets and workshop material located in the Learning Modules can help you apply these theories in this section.
2.1.1 Customer Profile: Based on the chosen company’s communication, research and identify the Consumer Behaviour aspects that lead to the target market profile of one customer segment targeted by the company with this Product or Product line. Week 2 and 3 activity sheets and workshop material located in the Learning Modules can help you apply these theories in this section.
2.2 Needs, Wants and Demands: Using your company as an example, explain and describe, needs, wants and demands and apply to the identified segment. Week 1 activity sheets and workshop material located in the Learning Modules can help you apply this theory.
2.3 Marketing Offerings: Using your company as an example, explain and describe the marketing offering (demonstrating the product as a continuum of goods, service and experience). Explain the underlying market need or want the product fulfills. Week 1 activity sheets and workshop material located in the Learning Modules can help you apply this theory.
2.4 Value and Satisfaction: Define and describe the concepts of value and satisfaction. Describe the role of quality. Using the selected company demonstrate how the product offering currently does, or could, create value and satisfaction for its customers. Week 1 activity sheets and workshop material located in the Learning Modules can help you apply this theory.
2.5 Exchanges, Transactions and Relationships: Explain and describe the exchanges, transactions and relationship processes experienced by the customer and the company. Suggest how the company might build more profitable relationships. Week 1 activity sheets and workshop material located in the Learning Modules can help you apply this theory.

3.0 The Marketing Mix: Describe and define the role and importance of the marketing mix.
3.1 Product: Describe the company’s product offering including features, quality, packaging etc. Explain the 3 levels of a product and what impact does this have? Week 4 activity sheets and workshop material located in the Learning Modules can help you apply this theory.
3.2 Price: Outline the price a customer pays for the product. Identify and justify which pricing strategy the company uses. What internal or external considerations impact price? Week 5 activity sheets and workshop material located in the Learning Modules can help you apply this theory.
3.3 Place: List the physical places and store locations where the product can be bought. Describe the channel of distribution used by the company. Highlight any logistics management that is of importance. Week 6 activity sheets and workshop material located in the Learning Modules can help you apply this theory.
3.4 Promotion: Identify the types of promotion employed by the company to reach its target audience. Explain the message (value and benefits) the company is trying to communicate to the target market. Week 7 activity sheets and workshop material located in the Learning Modules can help you apply this theory.
3.5 People: Identify the type of interactions and level of engagement between staff and customers. Describe how the service characteristics of intangibility, inseparability, perishability and variability impact the company and customers? Week 4 activity sheets and workshop material located in the Learning Modules can help you apply this theory.
3.6 Process: List the main points in the process of creating, delivering and consumption that serve as ‘moments of truth’ for customers to determine their satisfaction level. Week 4 activity sheets and workshop material located in the Learning Modules can help you apply this theory.
3.7 Physical Evidence: Identify the tangible reference points that assist customers to determine the level of quality service and value they are receiving. Week 4 activity sheets and workshop material located in the Learning Modules can help you apply this theory.
4.0 Conclusion: this is a short paragraph reiterating the main issues outlined. Use past tense for this, for example, “This report has outlined…..”

5.0 REFERENCE LIST (APA): Please start on a fresh page. Use the textbook and company’s website to integrate theory and application as a minimum. Also ensure that you use in-text APA referencing.
• Word Limit: 2000 words (accepted range of 1500 to 2500 words)

• Submit to TNTN: Name the file being submitted as Studentid_FirstName_LastName_Sessionday_Sessiontime e.g.: C311xxxx_Jacqui__Mon_1-3pm

We are looking for your ability to explain things both in theoretical terms and through practical application of the theory to the particular case.

This is not a data gathering exercise; we are not evaluating your capacity to gather data about the company/ business. However researching the information is essential; hence where access to available data about the organisation is limited, you may make assumptions where practicable. Please state any assumptions you make (i.e. “it can be assumed…”)