Situation Analysis, Target Market Identification Report

Brand: Cadbury Dairy Milk Choclate

Assessment One: Situation Analysis, Target Market Identification Report
Due: Week 6  Hardcopy to lecturer, and you must also submit copy to Turnitin    Worth: 30%
For this assessment you need to demonstrate your theoretical and applied knowledge relating to the marketing mix (Elliot text book chapter 1), market segmentation, targeting and positioning (Elliot text chapter 6). You need to write a report using the subheadings outlined below (no deviation) in relation to the brand your lecturer has allocated to YOUR class.
The hardcopy of your report is to be a maximum of 11 A4 pages [+/- 10% which includes the Table of Contents (1 page), Report (8 pages) and Reference List (2 pages) and is to use each of the subheadings outlined below.
A hardcopy of your assessment is to be delivered to level 1 reception by the Due Date and Time. Additionally you need to submit this assessment online to Turn it in. You will be given a class ID and password by your lecturer in the first few weeks of the trimester so that you can register yourself in Turn it in for Marketing 1100. If you do not have access well before the submission date of the assessment please contact your lecturer or the unit moderator. Failure to lodge the Situation Analysis/TM ID Report with Turnitin before the Due Date and Time will result in a substantial penalty of 20 marks.

1.0    Situation Analysis/Current Marketing Mix (4 pages total/40 marks total). The first step in this process examines the current situation your brand is facing. Since you are not yet Marketers, BUT you ARE consumers, you will need to answer the questions from the consumer’s perspective.  You will examine the current Marketing Mix (4Ps) by finding the answers to lots of questions. Your answers to those questions need to be supported by evidence and examples that you discover in your research. Note: Do not write content under this heading. Move on to the following subheadings.
1.1    Current Product. This subheading is followed by 1 page of content, is worth 10 marks and needs a minimum of 2 references.
Describe the current product in the following terms (Illustrate what you say with evidence and examples):                                                                                                                                     What benefit (or benefits) is the consumer getting when they buy the product?                                                                                                      What features and attributes does the product actually have?                                                      Are there extra services or products that the consumer gets when purchasing the product?                                                                                                                      How many makes and models does this product come in?                                                                                                   Who usually uses the product – consumers or businesses?                                                        How much time are consumers willing to spend looking for the product?                                                     If they cannot find this product, will they accept a substitute product?                                                  How long has the product been in the market?                                                                                     What makes the product unique or different from competitors?                                                      What are distinctive aspects of the packaging and labeling for this product?                            (Answer ALL 10 questions – 1 mark for each exceptionally answered question.)

1.2    Current Pricing. This subheading is followed by 1 page of content, is worth 10 marks and needs a minimum of 2 references.
Describe the current pricing in the following terms (Illustrate what you say with evidence and examples):                                                                                                                                                           What kind of competitive market situation does this product exist in?
If there is a change in the price of this product what will happen to consumer demand?                                                                                                       How important are the business’ costs when they determine the price for this product?                                                                                                                                                                               Is the current price higher than competitors’ prices, lower than competitors’ prices or about the same as competitors’ prices?                                                                                                          Do consumers base their purchase decision for this product on price or do they base it on the product image, features or quality?                                                                                        (Answer ALL 5 questions – 2 marks for each exceptionally answered question.)
1.3    Current Distribution. This subheading is followed by 1 page of content, is worth 10 marks and needs a minimum of 2 references.
Describe the current distribution in the following terms (Illustrate what you say with evidence and examples):                                                                                                                                         Can consumers buy the product directly from the business that made it?
Are there a lot, just a few or only one location where consumers can buy this product?                                                                                                   List AND briefly describe locations where consumers can purchase this product.                                                                                                        What are some characteristics of the product that influence its distribution?
(Answer ALL 4 questions – 2.5 marks for each exceptionally answered question.)
1.4    Current Promotion. This subheading is followed by 1 page of content, is worth 10 marks and needs a minimum of 2 references.
Describe the current promotion in the following terms (Illustrate what you say with evidence and examples):                                                                                                                                             Briefly describe 2 recent promotional messages you have found for this product AND where you saw or heard them.                                                                                                                          Are all the promotions sending the same message to consumers?                                            What is the theme of the current promotions?                                                                                    What do you think the business is trying to accomplish in its promotion of this product?                                                                                               (Answer ALL 4 questions – 2.5 marks for each exceptionally answered question.)
2.0           Brand Positioning Theory (1.5 page total/14 marks total)
This section needs a minimum of 3 references, each from a different source. The next phase of your marketing strategy development leads you to examine the process brand positioning and then to create a perceptual map. Do not write content under this heading. Move on to the following subheadings. This theoretical section demonstrates your understanding of the following:
2.1    Define and explain brand positioning. This subheading is followed by 1 page of content and is worth 10 marks.
2.2    Draw a perceptual map for the brand your lecturer has assigned to your class.  The perceptual map needs to have 2 attributes on the 2 axis and you will need to show where you think your brand is positioned on the map and then you will need to show where 3 of its competitors are positioned on the map. This map should be drawn on approximately ½ page and is worth 4 marks. Below is an example of a perceptual map for some chocolate brands. Draw your map showing any 2 product attributes of your choice for your brand – you do not need to use high quality and high price on the axis as shown in the example below.

3.0    Target Market Identification (2 pages total/ 32 marks)
This section of the report is based on segmentation concepts. Based on your understanding of multidimensional segmentation, provide an explicit profile of the 1 primary target market you have identified. You need to examine the specific characteristics that are relevant to your product that are involved in each of the segmentation variables: demographic, geographic, psychographic and behavioural (see Elliott text pages 187 – 194). Do not write content under this heading. Move on to the following subheadings. You need to ensure you explicitly state FULL details and use the following subheadings:

3.1     Geographic Segmentation. This subheading is followed by ½ page of content and is worth 8 marks. You do not need to define this or include the textbook theory. The geographic location must be in the country where you are taking this unit. Within that constraint, examine 4 of the following characteristics of your primary target market and explain why they are relevant to your product: country (must use this one and choose 3 more relevant characteristics), climate, local population, region, topography, urban/suburban/rural location.
3.2    Demographic Segmentation. This subheading is followed by ½ page of content and is worth 8 marks.  You do not need to define this or include the textbook theory. Examine 4 of the following characteristics of your primary target market and explain why they are relevant to your product: what is their specific age, sex, ethnicity, household composition, income level, occupation, level of education.

3.3    Psychographic Segmentation. This subheading is followed by ½ page of content and is worth 8 marks. You do not need to define this or include the textbook theory. Examine 4 of the following characteristics of your primary target market and explain why they are relevant to your product: what are their psychological traits – personality attributes, motives, discuss their lifestyle, Roy Morgan Values Segment, VALS classification.
3.4    Behavioural Segmentation. This subheading is followed by ½ page of content and is worth 8 marks. You do not need to define this or include the textbook theory. Examine 4 of the following characteristics of your primary target market and explain why they are relevant to your product: what benefit do they expect, what is their volume usage rate, what is their loyalty status, when do they purchase (purchase occasion), how price sensitive are they.
4.0       Reference List (1 page – may extend to 2 pages with no penalty /5 marks)
Chicago Author –Date 16th Edition Referencing must be used for both in-text citations and the Reference List page(s). (http://lgdata.s3-website-us-east-1.amazonaws.com/docs/1470/212319/Chicago_Author-Date_16th_ed_.pdf)
The appropriate number of references must be given for sections that require them as well as appropriate references used in other sections.
Assessment 1- Situation Analysis/Target Market Identification Report Mechanics             (9 marks) assessed throughout the assessment.

1.    Includes a Table of Contents [1 page – may extend to 2 pages with no penalty]
2.    Each page has a page number.
3.    Times New Roman (12 pt font) is used.
4.    1.5 line spacing.
5.    Normal Margin Settings – as defined by MS Word.
6.    Uses the subheadings outlined above.
7.    Report is to be a maximum of 11 A4 pages which includes Table of Contents page     (1 page), Report (8 pages) and Reference List (2 pages).
8.    Written in a business report format – writing uses business style with 3rd person point of view (ie the organization) not 1st person point of view (our organization) and no contractions or abbreviations.
9.    Report uses excellent English expression.
A hardcopy of your assessment is to be handed to the lecturer. Additionally you need to submit this assessment online to Turnitin. You will be given a class ID and password by your lecturer in the first few weeks of the trimester so that you can register yourself in Turnitin for Marketing 1100. If you do not have access well before the submission date of the assessment please contact your lecturer or unit moderator. Failure to lodge the Situation Analysis/TM ID Report with Turnitin will result in a substantial penalty of 20 marks.
Late HARDCOPY assignments will be penalized at 10% (of the available marks) per day late UNLESS an Assessment Extension application form has been submitted and approved.
BEFORE the Due Date and Time (See Appendix 1: Assessment Extension Process and Application Form). This penalty DOES apply to weekends. If you need to submit on a weekend and the School is closed, ONLY in this circumstance can you email your submission to your lecturer who will record the email receipt time as indicative of submission time to stop late penalties from accruing. The student must submit a hard copy on the next business day after the email submission. Consult your local lecturer regarding the location.

Assessment One Marking Criteria
Situation Analysis/Target Market Identification Report Feedback Form (available on the Moodle)
Student Name         _______________________________  Student ID    _____________________
Seminar Day and Time    _______________________________  Location  ________________________
Marker            _______________________________
Marking Criteria    Grade
1.0    Situation Analysis/Current Marketing Mix (4 pages/40 marks) Illustrate the current situation in business’s 4Ps from the viewpoint of the consumer, with evidence and examples.
1.1    Current Product: Benefits consumer is buying? Features and attributes? Extra services or products consumer gets with product? How many makes and models available? Who usually uses – consumers or business? How much time consumers willing to spend looking for? Will consumer accept substitute? How long has the product been in the market? What makes the product unique or different from competitors? What are distinctive aspects of the packaging and labeling for this product? (Answer ALL questions) (1 page and > 2 references)
1.2    Current Pricing: Competitive market situation? How does demand change when there’s a change in price? How important are business’s cost when determining price? Is price higher, lower or same as competitors’ prices? Purchase decision made on price or on product image, features or quality?  (Answer ALL questions) (1 page and > 2 references)
1.3    Current Distribution: Can consumers buy product directly from the business that made it? Are there lots, just a few or only one location where consumers can buy the product? List AND briefly describe locations where can purchase. Characteristics of product that influence distribution? (Answer ALL questions) (1 page and > 2 references)
1.4    Current Promotion: Briefly describe 2 recent promo messages and where you saw or heard them. Are all promotions sending the same message?  Theme of current promotions? What do you think business is trying to accomplish with promo? (Answer ALL questions) (1 page and > 2 references)

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2.0    Brand Positioning Theory: (1.5 pages/14 marks) The student provides clear information answering the following:
2.1    Define and explain brand positioning.
2.2    Draw a perceptual map for the brand your lecturer has assigned to your class.
MINUMUM of 3 references from different sources

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3.0    Target Market Identification:  (2 pages total /32 marks total) Description of 1 primary target market identification is EXPLICIT and is based on a multidimensional approach which includes each of the following:
•    Geographic description – country where taking unit, and include where relevant:  climate, local population, region, topography, urban/suburban/rural location (examine 4) (1/2 page)
•    Demographic description – include where relevant:  age, sex, ethnicity, household composition, income, occupation level of education (examine 4) (1/2 page)
•    Psychographic description – include where relevant: psychological traits (personality attributes, motives), lifestyles, Roy Morgan Values Segments, VALS (examine 4) (1/2 page)
•    Behavioural description – include where relevant: benefits expectation, purchase occasion, volume usage rate, brand loyalty status, price sensitivity (examine 4) (1/2 page)

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4.0    Reference List (1 page – may extend to 2 pages with no penalty)/5 marks)
•    Chicago Author-Date Referencing used for in-text citations
•    Chicago Author-Date Referencing used for Reference List page.
•    Section 1.0 includes a minimum of 8 references
•    Section 2.0 includes a minimum of 3 references (from 3 different sources)
•    References included in other sections as appropriate

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Report Mechanics (9 marks):
•    Includes a Table of Contents (1 page – may extend to 2 pages with no penalty)
•    Each page has a page number
•    Times New Roman 12 pt. font
•    1.5 Line spacing
•    Adheres to the 11 A4 page limit [+/- 10% which includes the Table of Contents (1 pages), Report and Tables (8 pages) and Reference List (2 pages)].
•    Uses the subheadings provided
•    Written in business report format – writing uses business style with 3rd person point of view not 1st person point of view and no contractions or abbreviations
•    Uses excellent English expression and grammar
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TOTAL            /100

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