Marketing Case Research and Analysis

BUS5SMM Assessment Task 1

Marketing Case Research and Analysis - Marketing Mix, Sustainability and Competitive Advantage

Assessment Task 1: Overview

•        Assessment task 1 is worth 30% of the subject total mark.

•        It aims for the learner to

o      Examine the application of sustainability principles by Icebreaker clothing company to its marketing mix elements: products, price, promotion, place, and positioning.

o      Based on these analyses

^▪             Explain whether this strategy is successful.

^▪             Provide recommendations for the future.

•        You will need to browse the internet for the case of Icebreaker: https://www.icebreaker.com/en-au/our-story/our-story.html

•        Students must not contact the organisation directly. The case must be based on material available in the public domain.

•        This is an individual report.

•        The report should demonstrate your ability to present a well written and well-structured report

•        You should submit using the Moodle (LMS) submission link for this assignment.

Assessment Task 1 tasks and proposed structure

Coversheet (1%)

Provide title of the report, student full name and student number, subject code and title, and name of teacher

Table of contents (2%)

Report contents (headings/sub-headings) and their page numbers

Introduction (2%)

Purpose of this report, scope, and structure

Background to the case and demonstration of the body of knowledge (15%)

Company background (10%)

●      History

●      Philosophy, mission and vision, and objectives.

●      Company performance: sales, revenues, profit, market share, brand image / equity

Identify key principles of sustainable marketing of ‘Icebreaker” (5%)

Company’s commitment to

•        Serving the needs of the present without compromising on the future generations to meet their own needs

•        Applying the triple bottom line: environment, society, and economy.

Analysis of Icebreaker marketing mix strategies and synthesis with sustainability theories and concepts (30% in total)

Marketing mix strategies: product (7.5%)

•        Nature of the product and needs it serves

•        Product lifecycle analysis

 o      Raw materials used to produce the product o Energy used to produce the product

Marketing mix strategies: pricing (7.5%)

●      Pricing strategy(ies) the company is using.

●      Whether externalities costs are taken into consideration.

●      How company’s prices compare with other companies' (competitors’) prices.

Marketing mix strategies: promotion (7.5%)

●      Communication objectives.

●      Target audience.

●      Promotion elements / types of media used by the company.

●      Contents of communications / advertisements, types of appeals.

Marketing mix strategies: place (distribution) (7.5%)

•        Icebreaker’s products’ place of manufacture and distribution.

•        Company’s arrangement of its logistics, types of vehicles used

•        Any other distribution issues (e.g. efficiency)?

Provide a marketing positioning analysis of the organisation against its competitors (15%)

●      Based on its marketing mix strategies, what position does Icebreaker take in the market relative to its competitors?

●      Who are Icebreaker’s target customers (demographics, psychographics, etc.)?

●      How are Icebreaker’s products / brand different from other companies? What makes its products attractive to customers?

Assessment of company’s success and recommendations (15%)

•        How successful is Icebreaker’s marketing strategies?

•        How is this success measured? What variables are used to assess success?

•        What are the company’s internal weaknesses and potential external threats?

•        Provide recommendations for the company to overcome its weaknesses and threats

Scholarly pursuit: presentation, grammar, and spelling (10%)

●      Demonstrate your ability to present a well written and well-structured report

●      Report should be free from grammar and typing errors.

●      Use headings and sub-headings where appropriate and number them, e.g. 1. Introduction, 2. Company background, etc.

●      Write approximately 1,500 words (maximum 1,750 words).

●      Use Calibri 12 point font, 1.5 line spacing.

●      Start a new paragraph when a new or different point/topic/issue is to be discussed. Avoid using very large paragraphs.

●      Include relevant tables, graphs, and figures (whichever is applicable).

●      Use colours and images where appropriate; make your report look interesting.

References (10%)

•        Use Harvard referencing.

•        10 references are expected. Use at least five academic references (peer reviewed journal articles, conference papers, textbook, etc).

•        Use recent company / industry reports.

•        Do not use Wikipedia as a reference. Rather, you may use academically acceptable references used by Wikipedia.

•        List the references used at the end of the report. The reference list is not included in the word count.

•        All references in the list should be cited in the text.

•        Include an in-text citation when you refer to, summarize, paraphrase, or quote from another source.

To get solution visit our website www.sourceessay.com