HI5004: Marketing Management – Marketing strategy development – Report Writing Assessment Answer

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Code: HI5004
Marketing Management Report Writing Assessment Answer
Assignment Task: HI5004
Purpose of the assessment (with ULO Mapping)
This assignment requires your group to undertake the process of analysing one 
organisation and its operating environments from a marketing perspective. And then apply
 the learning from lecture 1-9 in the development of marketing strategy. You will provide
 an overview of this organisation, as well as detail the type of orientation towards
 marketing it takes. You are also required to examine and analyse the context and
 environments in which this organisation operates (its industry and the macro-
environmental forces impacting on the industry).

Marketing strategy development

This length limit includes any text, figures, tables, in-text references, and appendices. This limit does not 
include the cover page, table of contents, or list of references (at the end of assignment).

Submission: HI5004

It is critical that students have a group and that you have informed me and you have been recorded in the 
system as part of a group.
Regarding the group assignment, an individual student who has not joined any group and who has not  
registered in any group in the system cannot submit the group assignment because the link has been set up  
as a group submission mode (That is, the group submission links are not visible to any individual student who 
is not a member of any group).
By now, you should see on your course home page and under “Assignments and Due Date” 2 links: 1) Self-  
check the link, and 2) Final submission link;
Use 1) and 2) to upload your written report. Only 1 student (i.e. the group leader) should submit. Once a 
member has uploaded a report, the other members can no longer upload a duplicate copy of the report.

Requirement: HI5004

This assignment requires your group to undertake the process of analysing one organisation and its operating environments
 from a marketing perspective. And then apply the learning from lecture 1-9 in the development of
 marketing strategy. You will provide an overview of this organisation, as well as detail the type of orientation towards
 marketing it takes. You are also required to examine and analyse the context and environments in which
 this organisation operates (its industry and the macro-environmental forces impacting on the industry).

Issue 1 (10% of marks for the assignment) – HI5004

Provide a brief description of this organisation and the industry to which it belongs. You may also want to
include in this description any mission statements, value statements or ‘slogans’ that this organisation utilizes 
to communicate its purpose. In describing this organisation, please also identify its orientation towards
marketing and provide relevant, detailed and factual supporting evidence to substantiate why you have 
identified this specific orientation. Finally, include a brief description of the product(s) this organisation offers 
the market. And comment on what role the brand has in this organisation’s marketing strategy.

Issue 2 (20% of marks for the assignment) – HI5004

Analyse each of the 5Cs for this organisation:

Company – what are the strengths and key resources, what are some of the weaknesses? What are the 
opportunities and threats?

Customers – who is the company serving and what type of behaviour is ‘typical’ from them?

Collaborators – describe their suppliers, distributors or other partners that help the company to deliver their 
products to the market? If a company doesn’t have any – explain why it is not necessary.

Competitors – who are the current main competitors, are there any potential new threats or new entrants 
to the marketplace?

Context – what other factors affect this organisation (e.g., legal, political, technological, etc.)?

Issue 3 (20% of marks for the assignment) – HI5004
How does the firm go about collecting information (e.g., market research, market intelligence, etc.) about the 
5Cs? For example, how does it learn about?

What do customers want?

Which competitors pose a threat?

How the context of business is changing, if at all?

What role do collaborators play in the process?

Issue 4: Developing a marketing strategy (25% of assignment marks) – HI5004
Based on the market analyses, outline potential market segments that are available to the chosen
organisation. Recommend and justify:
– a choice of the target market(/s)
– a value proposition for the target market(/s).

Issue 5: Developing marketing tactics (25% of assignment marks) – HI5004

Recommend and justify a detailed marketing mix (4-7Ps) to support the marketing strategy described in Issue
In all cases, please remember to justify your argument(s) in this assignment by explaining and providing reasoned
 arguments for why you have formed your views. Please ensure that you support your arguments by
explicitly applying and drawing insights and conclusions from relevant marketing models, concepts and theory
covered in the course to date. Do not simply rely on offering personal conjecture or opinions.
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