Case Study
Task Description
Assessment type:
Individual written assessment.
Length: The assessment must be between 1000-1500
words in length. Two marks will be deducted for assessments that are over or
under by 200 words.
Cover sheet: The assessment must include a cover page that contains your
name, student number,resident campus, assessment title, and name of
lecturer and/or tutor. Style: The assessment must be single-spaced, 12 Point; Times New Roman.
References: The assessment must include 5 academic references. You must use the
APA reference style.
Other: This assessment is aimed to assess your
written communication skills. Students who do not perform well will be highly
recommended to consider training with Academic Learning Centre (ALC). The
assessment is aimed to ensure that you have an advanced level of writing skills
before you proceed into other units in the postgraduate course. The assessment
will also assess the integrity of your work. Given all students will do the
same assessment, plagiarism will be monitored to ensure that your submitted
work is original and not purchased or copied from other students. Where
assessments are found to be similar, penalties may apply in accord with
University policy.
Task description: In this task, you will write a
memo in response to the case study provided below. The memo must be logically
structured, free of grammatical errors, professionally styled; in addition,
follow the writing conventions for memos as discussed in the lecture and
supporting material.
Case
study: You are the President of the Turkey Farmers
Association of Australia, which consists of
sole operators, small producers and four big producers who have their own
marketing teams. The Turkey Farmers Association of Australia wants to launch an
Australia- wide media campaign to encourage Australians to think of eating
turkey every day and not just at Christmas, so that turkey producers can expand
their sales. Turkey would be portrayed as a healthy alternative to red meat and
chicken while being an inexpensive and versatile meal. Each member of the
Turkey Farmers Association of Australia were asked for their opinions about the
ideas for the campaign. Most smaller producers were happy to go along with the
others, but the four major producers submitted marketing proposals.
Company 1: There is so much advertising these
days, if we really want people to put turkey on the table they need to see or
hear our ads several times so that the message sinks in.
Company 2: Most people do shopping on Thursdays
or Saturdays so we should use the budget to run radio ads on those two days so
people will hear it on their way to the supermarket.
Company 3: The goal should be to get as many
people as possible to see our ad at least once. We should compare the CPM (the
advertising bought on the basis of impression) across TV, radio, newspapers and
magazines, and pick options that gives us the biggest bang for our buck and
then schedule ads evenly across all days of the week.
Company 4: A combination of direct marketing,
in-store samples, and a Facebook group would help us develop an ongoing
dialogue without customers. Also using those media would make it easier for us
to track the success of the campaign” (Sharp, 2017, p. 547).
The solution you decide to implement as the
President is entirely your decision, you may choose one of the suggested
company strategies above or combine up a maximum of three different strategies
due to budget constraints or make an executive decision which uses none of this
information. It is the communication from you, as President, to your members
that is the important consideration, not the actual marketing strategy itself.
Issues you need to address in your memo to your members:
1.Members have previously complained that they were not being asked for
their opinions and decisions made by the Turkey Farmers Association of
Australia were not communicated to members, as the first members knew a
decision had been made, was when members saw the decision being talked about or
advertisements were shown in the media. Therefore, the Turkey Farmers
Association of Australia has issues of internal communication.
2.Members of the Turkey Farmers Association of Australia are located throughout
Australia which also makes communication difficult and holding a meeting of all
members at the same time almost impossible. However, each member’s opinion was
sought for the new campaign and each member had a month to comment and give
feedback on this campaign to the Turkey Farmers Association of Australia.
3.Emails sent from the Turkey Farmers Association
of Australia are also seen to be unprofessional. Due to budget restrictions,
many staff are casually employed and student work placements, where students
are not paid for their work, are very important to keep the office of the
Turkey Farmers Association of Australia running.
With these problems in mind, you undertake
research in order to understand these problems more specifically and come up with
logical and practical recommendations to solve these problems. As you refine
your knowledge of these problems you narrow each one down to one specific
issue. So for example for problem one, the issue could be that the members do
not understand why decisions are being made. For problem two, the issue could
be that members do not feel comfortable asking about decisions made by the
Turkey Farmers Association of Australia. As you develop your recommendations
you make sure that you clearly link the problems to the solutions (as
articulated within the recommendations). Having this information, you now write
a memo to all of the members of the Turkey Farmers Association of Australia.
You will write the memo based upon the following structure.
Opening
a)
To:
b)From:
c) Date:
d)Subject:
Objectives and background
a)
Describe the communication audit process
b)Specific purpose
c)
General purpose
a)
Problem one—quantitative and qualitative
significance
b)Problem two—quantitative and qualitative significance
c) Problem three—quantitative and qualitative
significance
Action steps to solve the problems
a)
Problem one
b)Problem two
c)
Problem three
Closing
a) Briefly
outline a synopsis of the memo
b) Explain the benefit of compliance to the member/employee and/or
organisation.
c)
Offer
assistance and provide contact details
References—APA style.
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