HC1082 Marketing Grilled Burger Holmes

Assessment Details and Submission Guidelines

Trimester                          T2 2020 Unit Code                          HC1082 Unit Title                           Marketing Assessment Type            Individual Assignment 1 Assessment Title             Individual Assignment 1

Purpose of the assessment (with ULO Mapping) 1.    Evaluate theoretical and practical knowledge of Marketing 2.    Analyse marketing issues and strategies using core marketing concepts 3.    Apply theoretical and practical knowledge of Marketing in the diagnosis of Product/s issues and demonstrate an understanding of the of the different marketing concepts. Weight                              35 % of the total assessments Total Marks                      35 Word limit                        Total: 3000 words Due Date                          Week 10 Submission Guidelines •   All work must be submitted on Blackboard by the due date along with a completed Assignment Cover Page. •    The assignment must be in MS Word format, no spacing, 12-pt Arial font and 2 cm margins on all four sides of your page with appropriate section headings and page numbers. •    Reference sources must be cited in the text of the report, and listed appropriately at the end in a reference list using Harvard referencing style.

HC1082 Marketing Assignment

Assignment Specifications Task Criteria: There are two parts to this assignment. Part 1 – Analysis of Mini Case (must demonstrate understanding of the theories or concepts in the case and their applications. Part 2 – Critical Thinking. Must demonstrate critical thinking skills to develop a valid discussion and with supporting evidence to your chosen product and target markets. Details of task requirements: Part 1: Mini Case (video) Analysis of Market Segmentation, watch “Grilled Burger” ad on YouTube and answer 2 questions below.

https://www.youtube.com/watch?v=E6zBSYFbW7U

A.    Explain the concept of Market Segmentation and describe at least three target markets on the “Grilled YouTube video” B.    Explain the concept of “Positioning” and discuss “Grilled Burger” positioning strategy on the video. Part 2: Theory and Application of Marketing mix (4Ps of Marketing: Product, Price, Promotion and Place). 1.    Student to selects one product with 2 of target customer groups. 2.    Discuss how 4Ps of Marketing Mix can be applied in particular group chosen and how value can be created in each of the marketing mix. 3.    Give your justification for two groups customers that you selected for that product. Note: Must only need to choose TWO target markets and ONE Product to discuss theory and application. Products Target Market Burger                                                   Middle-age White-Collar individuals (baby-boomers) Upper-middle class Seniors (age group 65 – 75 years old) Mid-sized care Sedan                        University students                           Millennials (21 and 28) Holiday Beach Resort Accommodation Trade persons (Generation Y)         Teenage generation (ages between (13 and 17) Bath soap                                             Single parents (Age 35 – 48)            Generation Z (ages 28 and 35) between Running shoes                                    Vegetarians                                         Executives (Generation X – ages 39 to 59)

The aim of the Assignment HC1082

A.    This task will assess the student’s ability to analyse the marketing activities of a particular organisation, with a focus on analysing the target market and buying behaviour for a particular organisation. Students will be required to refer to some relevant theory from textbooks and other readings to show their understanding of the theory and apply in context. Provide at least one (1) recent (last 12 months), original example to illustrate your understanding of the concept. B.    Must justify your discussion with relevant references. Must include at least a minimum of 6 academic and 4 industry references. Report Structure (3000 words plus or minus 10% of the total word counts contents only – references are not counted): Executive summary (between 150) Table of contents Introduction (400 words) Part 1 – Discussion (800 words) •   SEGMENTATION: Explain the concept of Market Segmentation and describe at least three target markets on the “Grilled YouTube video” •   POSITIONING: Explain the concept of “Positioning” and discuss “Grilled Burger” positioning strategy on the video. Part 2 – Discussion (1200 words) •   Marketing Mix o  Product o  Price o  Promotion o  Place •   Target Market •   Distribution channels •   Promotional communications and tools Conclusion (300 words) Recommendations (150 words) – must provide source to support recommendations Reference list (min. 6 academic sources and 4 industry sources).  Use correct Harvard referencing style Marking criteria Part 1 Marking criteria                                                              Weighting Critical analysis of the concepts of Market Segmentation and Positioning                   4 Demonstrates understanding of the concept’s applications                                            4 Supporting evidence to justify analysis and explanation                                                                3 Sub-total    15 Part 2 Critical analysis the four Ps of marketing Mix with a chosen product for the selected Target Markets. (8 Marks) Demonstrates an understanding of how value can be created                                       6 Supporting evidence to justify analysis and explanation                                                                4 Writing Mechanics: Format, grammar and expression 2 Sub-total    20 TOTAL Weight                                                                               35% Assessment Feedback to the Student: