MKTG7512 Strategic Marketing Management - Assessment 2

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Assessment 2: Case study report (40%)

  • Scope: Course contents from lectures 1-5 and relevant textbook chapters
  • Due date/time: 6th May 2024, 3:10 pm (AEST/Brisbane time)
  • Submission portal: On Blackboard (open from 1st May 2024)
  • Format: 18 pages A4 sized, 2cm margin, 12-point font (Times New Roman). Inclusive of all contents (cover page, abstract/executive summary, main text, tables, figures, references, appendices, if any). All texts should be double-spaced except tables, figures, and pictures (optional, if there are any).
  • References: APA style; minimum eight references; 4 academic and 4 non- academic (no limit on the maximum number of references)

The task:

Select a focal product OR product line from a company/firm of your choice, conduct a situational analysis (SWOT) of the company, evaluate the industry competition

(Porter’s five forces model), identify the market segments and target consumers, the customer positioning (perceptual map) of the product/product line, and provide recommendations on the potential repositioning of the product or product line.

The report should include the following components:

  • A cover page, which includes the title of the report (e.g., “An analysis of

xxx”), course code, your name, and student ID (1 page)

  • An abstract or executive summary of the report (1 page)
  • (From here starts the main body of your report): A background section to introduce the firm, the main/core products it offers, and the focal product

/product line your case study focuses on (2 pages)

  • A situational (SWOT) analysis of the company (2 pages)
  • An analysis of the industry competition based on Porter's five forces model (2 pages)
  • Analyse the segmentation (or segments) of the consumer market (2 pages)
  • Select two key product attributes of the focal and competing products and construct a perceptual map onto which the four products are located (2 pages)
  • Compare and contrast the current positioning strategy of the firm on the focal product, and offer recommendations on possible repositioning of the product or the development of a new Develop a slogan for the repositioned or new product (2 pages)
  • References (1-2 pages)

(Note: page numbers for each section are merely suggestive)

Details:

(90 points for the sections described below; 10 points are for professionalism and not covered here. See the marking rubric for details)

  1. Background section (10 points)
  • A brief introduction of the firm and the main/core products it offers
  • Explain why you chose this firm (e.g., undesirable market performance, good market performance but potential for improvement of expansion, self-interest [you are the consumer of the firm/brand/products])
  • Choose one product or product line of the firm and briefly describe it; this becomes the focal product of your report
  1. Company and Industry (32 points)
  • (16 points) – SWOT analysis
    • A situational analysis (i.e., the competitive position) of the company using SWOT analysis (strength, weakness, opportunities, threats)
    • List items in a SWOT table or by bullet points; selectively describe or explain some items after the table. Cite relevant information to support your
  • (16 points) – Porter’s Five Forces model
    • Analyse the competition of the industry using Porter's five forces model (intensity of competition among firms, entry barrier, the threat of substitutes, buyers' bargaining power, suppliers' bargaining power)
    • Explain and analyse each force; cite relevant information to support your

analysis

  • Provide an overall assessment for each force (e.g., the overall entry barrier is high/low, hence reducing/intensifying competition)
  • Provide an overall assessment of the intensity of the overall competition in the industry (e.g., high, low, moderate, averaged across the evaluation of each force)

(Note: Students frequently forget the last step; make sure you provide an overall assessment of the industry competition; otherwise, this analysis is incomplete and therefore inconclusive)

  1. Segmentation, targeting, and positioning (48 points)
  • (16 points) - segmentation
    • Based on the consumer characteristics discussed in class (i.e., Consumer background characteristics, Attitudinal characteristics, Behavioural characteristics), (1) select two characteristics, and (2) two levels for each characteristic that will segment the consumers into four (A 2 x 2 table, with the horizontal and vertical axes representing the two characteristics).
    • Label and briefly explain each quadrant of the four segments (or consumer group)
    • Explain or justify why the two characteristics are relevant and important for segmentation (based on searched information or when such information is unavailable - based on common sense)
    • Determine the attractiveness of each segment based on the (1) size and the (2) growth rate or growth potential of the segment from your information search (e.g., academic journal articles, industrial reports, newspapers.). Size and growth rate only – exploring the other factors is

Note:

A common mistake is to choose whatever characteristics are "handy" or quickly come to mind – for example, income, gender, and education level. While they indeed apply

to some products, this is not always the case, nor are they the best solutions.

  • (16 points) – perceptual map
    • Select two attributes of the focal product, construct a two-dimensional perceptual map, and place the focal product and three competing products from competing firms onto the same perceptual map (ensure that the three competing products are representative of the overall industry – g., a strong competing product and two weak competing products, or a weak one and two strong ones).
    • Explain or justify why the two attributes are relevant and important to the consumer characteristics used in your earlier segmentation
    • Briefly explain or justify why you believe the four products (the focal plus the three competing products) are located in such a way on the perceptual map (e.g., information searched from academic journal articles, industrial reports, and )

Note: The locations of the focal and two competing products need NOT be precise; however, they should roughly correspond to the reality in the current market.

An example for section 3.1 & 3.2

The focal product is an Internet plan X. "Usage" (behavioural characteristic) and "Income" (socioeconomic characteristic) are used for segmentation. "Data quota" and "Monthly charge" are used to construct the perceptual map for product positioning. You argue that heavy vs. light Internet users have different needs for the amount of data per month. Those with lower incomes may prefer a cheaper plan, hence the relevance (or “matching”) of product attributes to the consumer characteristics.

Note: You may find it easier to first select relevant product attributes and construct the perceptual map, and then work backwards on the two consumer characteristics.

  • (16 points) - repositioning
    • Explain or justify (1a) how the focal product can be alternatively positioned by

changing existing features and appeals to a target segment (or consumer group), OR (1b) how a new product can be introduced by the firm to replace the old one and appeals to a target segment. Be specific about describing the features of the repositioned/new product.

  • Place the repositioned/new product onto the perceptual map (the one you have in 2)
  • Create a product slogan for the repositioned/new

Note: A product slogan is a short phrase that conveys the distinctive benefits or values of the product to the target consumers. It's different from a brand slogan, which conveys the overall values of all relevant products from the same brand.

A good repositioning strategy takes into account the results from your earlier segmentation analysis (3.1), SWOT analysis (2.1), and Porter's Five Forces model (2.2).

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