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MKT1MDP FUNDAMENTALS OF MARKETING

Detailed Assignment Information

Assignment 2

Individual Assignment (25%) (Written Report & Video)

Key information

Dates/submission	Sunday by 11.59pm in Week 7 on relevant links on MKT1MDP LMS page, script and youtube presentation.
Types	Individual assignment: 1. Report writing: market analysis; identifying, analysing, describing and segmenting markets. 1500 words (+/- 10 %). 2. Oral presentation on video. 5 mins (+/- 10 %)
SILO’s	Describe how the business environment impacts on the application of key marketing theories Present an argument( orally or in writing) that is suitable for a marketing audience, addressing the digital business environment supported by research, and markmeting theory.
Graduate Capabilities practiced	Literacies and Communication Skills Inquiry and Analytical Skills Discipline specific Knowledge
Conditions	A written report and video featuring the student is required. The topic will be announced in class in Week 2. Detailed instructions are provided in the SLG and on the LMS site. The assignment will be discussed in class in the weeks leading up to the due date. Any assignment not on the selected topic will recive zero marks (0) out of 25 for this assignment.
Marks	25% of the total marks for this subject

THE ASSIGNMENT

The aim of Assessment 2 is through the use of real-life marketing example, is to produce an analysis of the macroenvironment and consumer behaviour for an industry.

TOPIC:

You are to investigate the FUNCTIONAL WATER industry, for a company who is looking to invest in this industry. You are to use the compulsory report/s in this assignment (tba. in the week 2 seminars). For further information see ASSESSMENTS INFORMATION tile on LMS homepage.

Based on the above information, you will use other sources such as websites, journal articles, newspaper articles and databases, to produce the following:

An Individual Written Report of 1500 words (+/- 10 %). Refer to templates on next page.
A video of 5 (+/- 10 %)

A video presentation of yourself, based on your written report.

FORMAT OF THE INDIVIDUAL REPORT & VIDEO

Here is the outline of the structure of the video and the written report. Note that they are different.

Written Report 1,500 words (+/- 10 %)		youtube.com presentation 5 mins.+/- 10% ( max -6 mins.)
Cover page: · Title of the assignment · Name & Student ID No. · Seminar time, day & name of the Lecturer, · Word count (not including executive summary, TOC or references and appendices). · The URL reference to your video on the cover page		Introduction: State your name, Student ID, class and Lecturer’s details. (approx. 30 secs.).
Executive Summary: Summarise all sections of the report in a succinct manner and include recommendations (1 paragraph max.).		Executive Summary: Summarise all sections of the report in a succinct manner and include recommendations (approx.. 1 min.)
Table of Contents: put contents with page numbers		Macroenvironmental Analysis Main report body with SUBHEADINGS. EG. Macroenvironment Analysis · Economic · Political and Legal · Sociocultural · Etc. (approx. 2 mins)
Introduction: Purpose or report, industry chosen, marketing theories used, structure of the report etc.		Critical thinking (approx. 2 mins)
Macroenvironmental analysis. Impact of key variables: identify and explain the impact of key variables in each of the environmental factors. You can use a table for this information		Conclusions: (approx. 30 secs..)
Critical thinking: *“Segmentation, targeting and positioning are not relevant to this industry”.* Critically assess this comment using an example of 1 company and your research from this industry.		Recommendations: (approx. 30 secs..)
Conclusions: Conclude your report giving a very brief summary based on your analysis.		Referencing: Show your references (Harvard) on screen. You don’t read these out. (30 secs.)
Recommendations: State your recommendation as to whether to invest or not in this industry. You may choose a segment to invest in.
References: include at least 5 academic references. Follow LTU Harvard referencing style.
Appendices: put [relevant] additional tables/figures/graphs in the appendix. Don’t forget to use both in-text citation and a reference list.

There should be no new information contained in your video that is not present in your written report. However, the two assessment items do not need to be identical. E.g. you might write in more detail in your report, than you present in your video, or vice-versa.

REQUIREMENTS

Submission:

Written report- submitted using the Assignment 2, LMS submission link on MKT1MDP LMS page.

· Your written report must be in WORD or PDF format, readable by Turnitin. If it cannot be read by Turnitin you will receive 0/25 for this assignment.

You must include all details required on the coversheet. If the URL for www.youtube is not included, your entire assignment is considered late, and University penalties will
A minimum of 5 academic sources are required. Your textbook, and the compulsory report/s are each considered academic sources.
You may refer to documents in your appendices. (You can include data, tables etc. in the appendix, and then refer to then throughout your report. When the timing is tight, you can also present information and data in tables. This is a way of reducing your word count and making your report more interesting for the )
Each table/figure/chart/picture has a name, number and sources included.
LTU Harvard Referencing must be

Presentation-In-class/Zoom or youtube.com

You may use ppt and add-in video of you reading/discussing the
Ensure that any writing that appears in your video is clearly
Every student must participate, appear and speak in their own video assignment. You must appear for a minimum of 4 minutes in your 5-minute video. The only exceptions are students registered with E&D who have special conditions in their Learning

For youtube.com video - uploaded to www.youtube.com following the instructions & videos provided on LMS

(PPT files are also acceptable, if you have enabled the animation )
- It must be viewable on the university’s computer NO EXCEPTIONS.

· If your www.youtube.com video cannot be played on the university’s computer system by staff, your entire assignment will be considered late, and penalties will apply.

See the library website for assistance with writing assignments including the Harvard Referencing Tool: http://www.latrobe.edu.au/library/assignment-thesis-support

N.B. The assignment will be discussed in your 2-hour seminar in detail in each of the weeks leading up to the submission week. It is your responsibility to attend.

ATTENTION!

Remember this is not a filmmaking class, but rather a marketing class. We are marking your presentation skills in marketing, not your camerawork, acting performance or directorial skills!
This video offers you an opportunity to present information in a different format showing your public speaking skills, and to use your creativity. You will be speaking in a variety of formats during your careers, and you need to develop your confidence and these

LATE SUBMISSION

The responsible for your written report file working on the university system is on you. If your file cannot be read, it will be considered late, and penalties will apply. Please check the LTU Assessment (Late Submission of Tasks) Policy.

Marks will be deducted for each day it is late, to a maximum of 5 working
If we receive no working file by 5 working days after the due date, you will receive no marks (0/25 )

APPLICATION OF AN EXTENSION

If you wish to apply for an Extension for this assignment, you will need to complete the official online process. https://www.latrobe.edu.au/students/admin/forms/request-an-extension

SPECIAL CONSIDERATION

If you wish to apply for Special Consideration for this assignment, you will need to complete the official online process. https://www.latrobe.edu.au/students/admin/forms/special-consideration

Expert's Answer

An evaluation of macroenvironmental factors and consumer behaviour is an integral component of strategic planning. Current and potential fluctuations in the business climate can be monitored and forecasted by new market entrants through in-depth market research of internal and external governing factors. For this purpose, the Functional Water (FW) industry in Australia has been selected for the undertaken research. Analyses have been conducted on the macroenvironment and consumer patterns in the Australian FW market. The evaluation has revealed that Australia’s stable and favourable political, social, technological and economic environment reveal bright prospects for new market entrants in the FW industry. However, strict compliance with environmental and legal policies and regulations is essential to conduct businesses successfully. The supporting trends of the Australian consumer base towards healthy, energy and sports-related drinks has been identified. These trends have been reinforced by relevant marketing and consumer behaviour theories. Hence, it is recommended to invest in the FW industry and target the sports and energy drink segments to attract consumer attention and attain profitability. Utilization of the Marketing Mix (4P’s) concept and Ansoff Matrix tool is recommended for market entry, market penetration and development, and product diversification.