代写 Monash MKP1120 Mini strategy report
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代写 Monash MKP1120 Mini strategy report
Monash University Department of Marketing
MKP1120 Semester 1 2016 V2
Instructions for Assessment 2
Title: Mini strategy report for TruBlu Beverages new vitamin water
Submission date: Sunday April 10 th by midnight (Week 6)
Submission details:
Step 1. You will submit an electronic version of Assignment 2 via the submission box on our unit
Moodle site. This must be done by midnight Sunday April 10 th . NOTE – the submission box will
atomically close at the stroke of midnight.
Step 2. You will submit a hard copy of Assignment 2 to your academic facilitator Monday April 11 th
during class (Week 6)
Word limit: 1500 words. This word count does not include: (i) the title page; (ii) the Table of Contents;
(iii) list of figures/tables; (iv) list of references; or (v) appendices. You must provide an accurate word
count on your Title Page + Cover Sheet.
Assignment structure: This is an individual assessment
Weighting/value: 20% of the total unit mark
Assesses learning objectives: This assignment will contribute to achievement of the unit learning
objectives 1 – 4.
Background: This assignment draws on some elements of your WK4 and WK5 problem triggers that
you have already been working on in class time. It is designed to provide you with an opportunity to
apply key elements of marketing strategy to a real world marketing context.
Individual task only: Although you have been working on the background research for this assessment
task in small groups during WK4 and WK5, each person is required to write up their own version of
this mini-strategy report. This will enable you to receive personalised feedback on your content
knowledge, writing style, written presentation skills, and referencing. As each of these areas is
important to your overall success as a tertiary student, we want to give you early feedback so that you
can: (i) identify areas where you can improve your grades going forward and (ii) areas where you may
benefit from seeking additional assistance from our learning skills advisers.
Instructions
Title page: This should have an informative title that immediately tells the reader something about the
focus and nature of this mini report. It should include the date, the name of the person who produced
the report and their organisational affiliation (if applicable). The title page should also include
information about who the report is being prepared for. Finally, the title page should be tastefully and
professionally presented. After all, it is the first thing that the reader sees. You therefore want to engage
their attention in a positive way.
Monash University Department of Marketing
MKP1120 Semester 1 2016 V2
For academic assignments, the title page should also include your student ID, unit code and name,
academic facilitator’s name, due date, and the actual word count. This information would go in the
bottom left hand corner of the page.
Executive summary: The length of an executive summary will vary depending on the size of the report.
In academic units of study, the Unit coordinator will often set limits. In MKP1120, there is a limit of
one page (single spaced). It is very important to understand the purpose of an Executive Summary.
An executive summary is a very important element of a report as it is a summary of the key points from
each section of the actual report. In other words, it is not a plan of what you will cover, but a summary
of the actual content of your report. As you can imagine, CEOs, managers, and other stakeholders are
often time poor and therefore use the executive summary to gain an understanding of what the report is
about. As such, it should contain enough detail to give them a sound understanding of all the key
elements of the actual report. The flow of content in this summary should align to the sequence in which
information is presented in the actual report. Remember, the most critical element of your executive
summary is your outline of your recommendations / strategies. Finally, an executive summary should
be written in a way that can be easily understood by a non-technical audience. The following url link
will take you to some good vs. poor executive summaries. Please take a few moments to read this
material. It will help you to gain better marks in this assignment.
http://unilearning.uow.edu.au/report/4bi1.html
The following also provides a good overview of the technique involved in writing an executive
summary. http://www.griffith.edu.au/__data/assets/pdf_file/0003/320178/writing-an-executive-
summary.pdf
Table of contents: The ability to quickly generate a professionally laid out table of contents is a skill all
business students are expected to master before they enter the workforce. You may find the following
resource helpful as you seek to develop this important skill. https://support.office.microsoft.com/en-
au/article/Create-a-table-of-contents-or-update-a-table-of-contents-eb275189-b93e-4559-8dd9-
c279457bfd72?CorrelationId=4a27d8d5-2983-4816-8441-76208edb623f&ui=en-US&rs=en-
AU&ad=AU
Page numbering: As you will note from the Q manual, the preliminary pages of a report traditionally
use lower case roman numerals (i, ii, iii, iv and so on). However, although the title page is (i) this
number should not appear on the title page (i.e., we suppress that number). Typically, the next page is
the executive summary, which would be numbered (ii), then comes the table of contents, list of tables,
list of figures, list of appendices. Each of these would start on a separate page. When it comes to the
actual report contents, the page numbers are marked with Arabic numerals (i.e., 1, 2, 3…).
You are expected to learn and follow this protocol. You will therefore need to know about how to
paginate your pages so that you can move between Roman numerals and Arabic numerals. This link
explains how to do this in Microsoft Word 2013 http://www.gcflearnfree.org/word2013/17.3
For those of you who use a Mac computer, this next link may be helpful. https://support.office.com/en-
us/article/Add-or-remove-page-numbers-c6614b10-c434-4f56-9515-5365dbafaff8
Monash University Department of Marketing
MKP1120 Semester 1 2016 V2
1.0. Introduction
Purpose of this report, a brief summary of the proposed product, a concise summary of key macro
environmental factors that may be influencing TruBlu Beverages’ decision about its new vitamin water,
and a brief plan outlining what the rest of the report will cover.
2.0. B2B Analysis
Discuss how the decision making process may differ between the buying centre for Coles and individual
consumers. [Hint See Figure 8.3 ‘A model of business buyer behaviour’, p. 226 of your prescribed
textbook]. The content in this section will draw on your WK4 problem trigger.
3.0. Consumer Analysis
Discuss how consumer characteristics and decision making processes could influence consumer
behaviour with respect to purchasing your proposed new product. This analysis should draw on your
understanding of the different types of factors known to influence consumer behaviour. You will find
chapter 7 helpful, especially the ‘black box component of Figure 7.1 ‘A model of buyer behaviour’,
p.186 of your prescribed text book.
To complete this section of your mini-strategy report, you are going to need to undertake some
background research and you are going to need to tell the reader of your report where you got this
information from. As such, you will need to keep a very strict record of your source material and format
it according to the APA reference guidelines. We also want you to think about ‘source credibility’ when
doing your background reading. Businesses want reports based on reliable source material.
4.0. Segmentation summary
In WK5 you were asked to use three (3) segmentation bases (benefits sought, lifestyle values, and usage
rate) to identify a minimum of three different potential groups of consumers who purchase vitamin
water. Your task is to now draw upon this earlier segmentation work to develop two (2) consumer
profiles. You may wish to use demographics and other segmentation bases to round out your two
consumer profiles. Once you have developed a written summary of each profile, you need to think about
how to present this information in an interesting way in your mini-strategy report. Finally, you are
required to identify an image that describes what the ‘average’ consumer in each consumer profile might
look like. Embed that image in with your written description and remember to tell the reader where you
obtained the image.
代写 Monash MKP1120 Mini strategy report
5.0. Recommendations
Discuss which target segment you would recommend the company focus on and explain why.
Discuss which positioning strategy you would recommend TruBlu Beverages adopt. Explain your
reasoning. Also include a brief outline of why you think this positioning strategy would help TruBlu
Beverages compete against their direct competitors.
6.0. Referencing – Appropriately citing your sources is a very important skill that you are required to
master as part of your tertiary studies. You are required to use the APA reference style.
Please refer to APA guidelines http://www.apastyle.org/learn/quick-guide-on-formatting.aspx or your
Q Manual or the library website.
Monash University Department of Marketing
MKP1120 Semester 1 2016 V2
Presentation requirements:
You are required to use a formal business writing style (see Q manual).
Your report should:
Display clarity of expression.
Show appropriate use of paragraphing – the paragraphs should not be too long and should
have one key focus.
Reflect a logical structure.
Reflect a logical flow between paragraphs.
Be error free (i.e., proofread to remove spelling, grammar, and punctuation errors).
Include statements that are well supported with evidence.
Have numbered, descriptive sub-headings
Have wide margins, double spacing, Times New Roman font, 12 point font size, numbered
pages, and fully justified text.
Numbered descriptive titles /captions for all tables/figures/diagrams. Please refer to APA
guidelines http://www.apastyle.org/learn/quick-guide-on-formatting.aspx
Only be printed on one side of the paper (this is to allow for feedback).
Provide attribution information for any embedded imagery (this includes imagery from
websites and also any photographs that you may have taken).
Have clearly labelled appendices that are appropriately referred to in your text.
Marking criteria:
Task Components % of Available Marks
Executive summary 10%
1.0. Introduction 10%
2.0. Consumer analysis 20%
3.0. B2B analysis 10%
4.0. Segmentation summary 20%
5.0. Recommendations 15%
6.0. References 5%
Written presentation 10%
Total 100%
代写 Monash MKP1120 Mini strategy report
