First Written Assessment (1000 words in length) Due in Week 5 – Weighting 15%
The firms listed below have different core competencies. All are clear leaders in their industries, although all also have strong rivals. You have to research one of the firms, identifying its core competencies and outcomes from those competencies. You will then evaluate those competencies against one of its rivals.
Choose ONE of these firms:
• Nike • Apple Allianz • Costco • Netflix • Starbuck
Your task Bec + Bridge have asked you to provide an insights report and marketing plan which: • Explores and discusses their situational analysis as the COVID-19 situation and its impact on the Australian fashion industry has developed further over the last 6 weeks (since you submitted your first assessment); • Explores and assesses how their target market are now behaving as consumers, how long these trends are likely to last, and evidence to help them through the decision-making process in their marketing strategies; • Explores and assesses how they should move forward with their commitments to ethics and sustainability; and • Evaluates whether they should invest their efforts in designing, sourcing and marketing new product lines, or consolidate their product offerings and update their existing marketing strategies for the COVID-19 environment. A subsequent marketing plan based on your evaluation should also be provided.
This is an individual assessment, it will be 2,500 words maximum. For an assignment of this size, we would expect to see a minimum of 12 credible references used, including 6 academic sources. The assessment should be presented in report format, with relevant style guides and APA referencing followed.
It is important to remember that this assessment requires you to demonstrate your understanding of marketing theory as it relates to a real world setting. This means you will perform better in the assignment if you are able to integrate marketing theory into your analysis and use academic theory to justify your insights and recommendations.
Word Limit: 2,500 words (+/- 10%, excluding preliminaries and reference list) Value: 40./0 Presentation Requirements: Business Report format. Please refer to Assignment Layout and Appearance Guidelines and General Guidelines to Writing and Study Skills (particularly pp.34-36). Estimated return date: Two weeks after submission Marking Criteria: Refer to marking rubric
Suggested Report Structure Use the following structure to organise your report: Title page Executive Summary Table of Contents
1.0 Introduction (including a purpose statement that briefly refers to company, industry and scope of the report — don’t duplicate information contained in Assessment 1) 2.0 Insights Report 2.1 Updated SWOT Summary 2.2 Consumer behaviour 2.3 Sustainable Marketing 3.0 Marketing Plan — Recommendations and strategies 3.1 4Ps (can use a subheading for each P) 4.0 Conclusion
References Appendices (if applicable)
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