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CR026_MKTG1045_A3_analysis the case ,at most 3000 words report
Requirements: 3000 | .doc file
RMIT Classification: Trusted#FINAL ASSESSMENT50 MarksNNPACRDIHD*• Work below minimum standard or failure to meet guidelines specified• Disorganised and with a lack of clarity and detail in the arguments • Poor research effort and presentation• Work at or just above minimum standard• Tends to be more descriptive than analytical• Arguments not strongly supported• Limited research effort• Above average work demonstrating an understanding of the concepts and their application• Good research and presentation of work, including appropriate referencing• Superior work featuring originality, solid research, good critical analysis and well substantiated argument• Very good presentation of work, including appropriate referencing• Outstanding work featuring originality, excellent critical analysis, detailed research and comprehensive coverage of relevant issues • Excellent attention to written presentation of the work, including appropriate referencingMacroenvironmental analysis and implicationsCLO’s 1, 4, 5 Not covered or very limited detail and/or Uses limited or no research sources and/or Macroenvironmental analysis focuses on current situation and does not comment on trend. and/orImplications are missing or not linked to analysis. Descriptive analysis and/or Limited analysis of macroenvironmental trends and/or Implications offer limited insight to company and/or Limited or poor quality research.Good analysis of the macroenvironmental factor, including identification of trends.Implications are relevant and link to analysis.Adequate research effort.Analysis demonstrates a very good understanding of the macroenvironmental analysis and the critical trends.Implications show critical analysis, supported by a strong research foundation.Analysis demonstrates an exceptional understanding of the macroenvironmental factors, the trends and an indepth understanding of its impact on the industry.Implications show critical analysis and excellent understanding of the implications for the ompany. research.Strongly supported by research.Task 1 – 10 marksPorter’s Five Forces analysis and implicationsCLO’s 1, 4, 5Not covered or very limited detail and/or Limited application of model and does not address the factors/drivers identified by Porter which determine the strength of each force and/orImplications are missing or not linked to analysis and/or Uses limited or no research sources. Descriptive analysis with limited discussion of the factors/drivers that determine the strength of the forces and/or Implications offer limited insight to company and/or Limited or poor quality research.Analysis demonstrates a good understanding and application of Porters model, and some of the drivers/factors which determine the strength of the force.Implications are relevant and link to analysis.Adequate research effort.Analysis demonstrates a very good understanding of Porter’s model, the drivers which determine the strength of the force, and its application to the case study.Implications show critical analysis, with a strong research foundation.Analysis is well supported by research.Analysis demonstrates an exceptional understanding of Porter’s model, the drivers under each force which determine the strength of the force, and a comprehensive application to the case study.Implications show critical analysis with insightful research.Excellent research effort supporting the analysis.Task 2 – 10 marksCompetitor analysis and implicationsCLO’s 1, 4, 5Weak rationale for competitor selection, limited analysis of company and competitor strengths and weaknesses and/orRecommendation are missing or not linked to analysis or theory, and/or Limited or no evidence of research.Limited discussion of company strengths and weaknesses in relation to competitorand/or Limited discussion of recommended strategy with little or no reference to theory. and/or Limited research effort.Demonstrates the ability to identify key strengths and weakness of the company in relation to the competitor.Good application of theory in describing the recommended strategy.Good research effort .Demonstrates a very good level of research and insight into the competitor’s strategy and related strengths and weaknesses of the company. Very good application of theory in relation to competitive strategy recommendations.Demonstrates an excellent indepth research effort, critical and insightful analysis of strengths and weaknesses and an excellent application and integration of theory in relation to competitive strategy recommendations.Task 3 – 10 marksRecommendations for the company’s marketing strategyCLO’s 1, 3, 4, 5Recommendations presented in limited detail, and/orLittle evidence of application of course concepts, or incorrect application, and/orRecommendations lack relevance or specificity, and/orMissing or limited rationale for recommendations and/or Recommendations have been presented in adequate detail.Recommendations show some application of course concepts, but could be applied in more depth.Recommendations are relevant for the company but could be more specific to the company context.An adequate rationale has been provided using some research to support.Recommendations have been presented in detail.Demonstates a good understanding of how to apply relevant course concepts.Recommendations are relevant for the company and are specific to the company context.Provides a good rationale based on research.Recommendations have been presented in detail and reflect original thinking.Demonstrates a strong understanding of how to apply relevant course concepts.Recommendations are relevant for the company and its concept and demonstrate critical thinking.A strong rationale is provided based on research.Recommenations are clear, detailed and insightfulsupported with a strong rationale and research effort.Demonstrates excellent understanding of course concepts as well as critical thinking and creativity in applying those concepts.Task 4 – 20 marks
1 MKTG1069 Applied Marketing Management Final Assessment: Semester 1, 2023 __________________________________________________________________________________ INSTRUCTIONS: • This assessment must be submitted on Canvas (via Turnitin) no later than Sunday, June 4th 2023 by 23:59. After that time, a late penalty will apply. • Each of the four tasks in this assessment has a (maximum) word limit. Please adhere to this limit as no additional content will be considered beyond that limit when marking your assignment. At the end of each task, provide the word count. You should attempt all tasks. • This assessment will be marked out of 50 and is worth 50% of your final grade. • A rubric is available on Canvas to assist you with the expectations for each grade. • This assessment should be presented as a professional marketing report, including: a) 11 point Arial (or similar) typeface, single-spaced; b) Both the in-text references and reference list must be in the appropriate format. The Reference list should be at the end of the task and does not count in the word limit; c) Start each task on a new page and clearly indicate the task number at the top of the page. Each task should be presented in the order they have been given; d) Descriptive headings and subheadings should be used; e) Bullet points and tables are acceptable (tables are included in the word count); f) Appropriate business/marketing language should be used; and g) Do not include any appendices; all relevant information should be included in the body of your report. • This is a summative assessment piece. You may ask for clarification regarding the questions or expectations, but no feedback will be provided on your work. After the final workshop, all questions should be posted to the discussion board on Canvas. • Please note that this final assessment task is to be done individually and without consultation with others. You should not attempt to access past assignments. Any student who is found to have breached this requirement through any form of media or contact will be investigated for academic misconduct.
2 Melbourne is a city where coffee is king. This changed in 1996, when Maryanne Shearer burst onto the retail scene with her vision for reviving the art and ceremony of tea drinking and infusing it with a dash of fun. With a background in fashion, she first launched her version of the modern tea emporium, Tea Too (which quickly became known as T2), on Brunswick Street in Melbourne. Today, T2 is one of Australia’s largest tea retailers/wholesalers, buying more than 170 different types of tea from distant lands such as Sri Lanka, China and India. The company today has 60 stores in Australia, 5 in the UK and New Zealand, 4 in the US, and 3 in Singapore. T2 teas are found in quality restaurants, cafes, food purveyors, hotels and retailers. In 2013, the founders sold the business to Unilever, which later sold it and a stable of tea brands to private equity in 2021. T2 stores feature a rainbow of black, red, green and white loose leaf teas sourced from around the globe along with a kaleidoscope of tea drinking accoutrements. The teas are stylishly packaged in brightly coloured boxes and tins. Store ambiance creates a feeling of entering a treasure trove of tea delights with their signature colours of orange and black serving as the dominant colour scheme. Retail sales of tea in Australia are healthy with the market currently valued at approximately $310 million. Australians drink more than 9.5 billion cups of tea per annum and are increasingly aware of the health benefits. About 88% of households purchase tea, with an average consumption of 10.7 kgs per household. Tea bags account for 86% of retail sales. The market leader in the tea industry is Unilever Australia Ltd. with a 30% share of retail trade primarily due to its established brands, Bushells and Lipton. Second place in the market with 29% share is AB Food and Beverages Australia Pty. Ltd. with its Twinings Brand. While tea in general has been gaining in popularity for health reasons in Australia, black tea has been in decline. Green teas, Chai tea has gained prominence, along with offerings with health benefits. T2s gift ranges showed phenomenal growth during the pandemic, expanding its retail footprint. Several studies have shown consumers, particularly Gen Y, are increasingly making purchasing decisions based on sustainable and ethical practices. T2’s sustainability impact report revealed that 100 per cent of its tea leaves are now sustainably and ethically sourced, up from 2 per cent in 2018. For more information on the founder and company, see: https://www.smartcompany.com.au/entrepreneurs/how-t2-founder-maryanne-shearer-nurtured-her-passion-for-tea-to-create-a-leading-brand/ https://www.foodmag.com.au/the-new-ready-to-drink-t2-iced-range-launches-in-australia/ https://insideretail.com.au/sectors/t2-teams-up-with-local-australian-artists-to-launch-teaware-range-202301 And the company’s website : https://www.t2tea.com/en/au/about-25-years.html
3 Prepare a marketing report for T2 in Australia, addressing the following requirements: ANALYSIS Task 1 (10 marks) a) Based on research, describe what you believe are the three most relevant macroenvironmental trends for T2 and their industry in Australia. b) What are the implications of each of these trends for the company’s marketing strategy? Note: your analysis should be supported by at least four research sources. Word limit: max 600 words (provide your word count at the end of this task) References are to be provided in text and a reference list should be included at the end of this task. Task 2 (10 marks) a) T2 competes primarily in the ‘Tea and Coffee Manufacturing in Australia’. Undertake a Porter’s Five Forces analysis for the Tea segment of this industry. c) Based on your analysis, discuss three implications for T2’s marketing strategy. Note: your analysis should be supported by at least four research sources. Word limit: max 600 words (provide your word count at the end of this task) References are to be provided in text and a reference list should be included at the end of this task.
4 Task 3 (10 marks) Select and evaluate one direct competitor to T2, including the following: a) Rationale for selecting this competitor, including a brief description of the competitor. b) Discuss two major strengths and two weaknesses of T2 compared to the competitor. c) Considering either Porter’s competitive strategies, or Treacy and Wiersema’s value disciplines, recommend the strategy you think that T2 should follow and provide a rationale for why they should follow that strategy. Word limit: max 600 words (provide your word count at the end of this task) Note: To undertake this task, you are only expected to conduct online research, but you may choose to visit a retail outlet to view T2s range and visit a retail outlet to view that of its competitor. References are to be provided in text and a reference list should be included at the end of this task. PLANNING Task 4 (20 marks) Based on your analysis in Tasks 1 – 3, provide T2 with three specific recommendations for their marketing strategy, according to the following requirements: • Your three recommendations should relate to three different topics covered in this course: the customer journey, product strategy, business innovation, database marketing, website strategy, and social media strategy. • Your recommendations should demonstrate your understanding of the specific nature of the company, their customers and the industry. • Your recommendations should include a rationale which is supported by your research. • Your recommendations should also include a comment on how the company can increase the likelihood of the successful implementation of these initiatives. • Your recommendations should show evidence of applying the models/frameworks/concepts discussed in this course. Word limit: max 1200 words (provide your word count at the end of this task)
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