AMN445 Strategic Marketing Management/ Major Report & Video Summary

Assignment 2: Major Report & Video Summary

Assessment Details

Purpose:    This component of assessment is designed to assess students’ ability to

critically evaluate an industry case study, identify critical factors, and

formulate strategy-based recommendations. It is also intended to foster

independent research skills and professional communication (written

and oral).

Format:    Students will produce a written report with a short video summary. The

report is to be written using size 12 Arial or Times New Roman font with 1.5

line spacing. APA referencing is required. Please include page numbers. An

accurate word count is to be included on the cover page. Videos should be

playable in either Windows Media Player and/or Apple Quick Time.

Limits:    Written report has a word limit of 2000 words (+/-10%, excludes references).

Video should be 3-4 minutes only.

1

Instructions:

1.    Review the attached case and undertake research to learn more about it.

2.    Produce a report that addresses the issues presented in the case in relation to marketing strategy:
a.    Provide a concise overview of the current market situation.

b.    Provide a statement of the main problem, with explanation, and offer an analysis of macro and micro level issues that are relevant.
c.    Identify and justify all critical factors, explaining which are most important.

d.    Offer a set of recommendations for addressing the problem, giving your rationale with justification, and considering the critical factors identified. Include a discussion of possible advantages/disadvantages of your recommended solution. Ensure your answer coherently addresses the problem and is not just a list of independent suggestions.

e.    You will need to consult the popular and business press in researching your case. You should also review the academic peer-reviewed literature, particularly when developing your recommendations. These literatures must be cited in your work and appropriately referenced using APA referencing.

f.
3.    Produce a short video which succinctly summarises the key elements of your report. The video should coherently convey any necessary information about the current situation, main problem, and critical factors, which leads to your recommendation. Your recommendation should also be outlined and discussed. There is no expectation that videos will be of commercial quality (i.e., recording of an in-class type presentation is fine). It is expected that videos will demonstrate students’ ability to succinctly communicate ideas in a professional manner.

2

Topic: Growth via existing products

Growth strategies can include selling existing products into either new or existing markets. The following is one case where growth might be achieved by doing this.

a)    Starbucks coffee in Australia

The world’s largest coffeehouse chain Starbucks first opened in Australia in 2000. In the years that followed it grew a considerable presence in the market, opening 84 coffee shops across the country. Many of these stores were ultimately unprofitable however, and in 2008 Starbucks closed 61 locations. Criticisms of Starbucks included that it failed to invest

sufficiently in marketing and simply did not understand Australian coffee drinkers. Recently the Withers Group, which owns 7-Eleven stores in Australia, has taken control of the remaining Starbucks coffee shops. Withers Group chief executive Warren Wilmot has indicated he hopes to re-grow the brand and turn Starbucks into “the most successful coffee chain in Australia”. Why has Starbucks not been successful in Australia to date, and what recommendations would you make if planning to grow this market?

You will need to do your own research on this case, however, as a starting point, take a look at the Starbucks Australia website, and consider this SBS news story.

Link: http://www.starbucks.com.au

Link: http://www.sbs.com.au/news/thefeed/story/why-starbucks-just-cant-crack-australian- market

3

AMN445 Assignment 2 – instructions for the writer

•    Need some charts and graphs in the assignment as well as appendix which shows the data

Overview of the    You provide a thorough and
situation    insightful overview of the
situation.

Statement of the    You provide a clear and
main problem and    comprehensive statement of
analysis    the main problem with
convincing explanation. You
include an extensive analysis of
macro and micro level issues.

Critical factors and    You correctly identify all
reasoning    critical factors and offer a clear
and comprehensive
justification. You convincingly
explain why some factors
should be considered more
important than others.

Recommendation    You offer highly insightful
and rationale    recommendations that are
coherent, and which
comprehensively address the
problem. You provide a well-
justified rationale which takes
the critical factors into
account. You identify
advantages and disadvantages,
and discuss their impact.

Professional    You organise content clearly,
communication,    with no technical errors. You
structure and    appropriately reference all
writing    claims made, and use correct
APA referencing style. You
follow the suggested format
and academic conventions
precisely. Your report is free of
spelling and grammatical
errors.

Video    Your video does an excellent
job of summarising all key
elements of your case.
Recommendations are
conveyed clearly and
convincingly. Content flows
smoothly and logically.
Delivery is clear and engaging.
The manner of communication
is highly professional.

AMN445 Strategic Marketing Management/ Major Report & Video Summary

Assignment 2: Major Report & Video Summary

Assessment Details

Purpose:    This component of assessment is designed to assess students’ ability to

critically evaluate an industry case study, identify critical factors, and

formulate strategy-based recommendations. It is also intended to foster

independent research skills and professional communication (written

and oral).

Format:    Students will produce a written report with a short video summary. The

report is to be written using size 12 Arial or Times New Roman font with 1.5

line spacing. APA referencing is required. Please include page numbers. An

accurate word count is to be included on the cover page. Videos should be

playable in either Windows Media Player and/or Apple Quick Time.

Limits:    Written report has a word limit of 2000 words (+/-10%, excludes references).

Video should be 3-4 minutes only.

1

Instructions:

1.    Review the attached case and undertake research to learn more about it.

2.    Produce a report that addresses the issues presented in the case in relation to marketing strategy:
a.    Provide a concise overview of the current market situation.

b.    Provide a statement of the main problem, with explanation, and offer an analysis of macro and micro level issues that are relevant.
c.    Identify and justify all critical factors, explaining which are most important.

d.    Offer a set of recommendations for addressing the problem, giving your rationale with justification, and considering the critical factors identified. Include a discussion of possible advantages/disadvantages of your recommended solution. Ensure your answer coherently addresses the problem and is not just a list of independent suggestions.

e.    You will need to consult the popular and business press in researching your case. You should also review the academic peer-reviewed literature, particularly when developing your recommendations. These literatures must be cited in your work and appropriately referenced using APA referencing.

f.
3.    Produce a short video which succinctly summarises the key elements of your report. The video should coherently convey any necessary information about the current situation, main problem, and critical factors, which leads to your recommendation. Your recommendation should also be outlined and discussed. There is no expectation that videos will be of commercial quality (i.e., recording of an in-class type presentation is fine). It is expected that videos will demonstrate students’ ability to succinctly communicate ideas in a professional manner.

2

Topic: Growth via existing products

Growth strategies can include selling existing products into either new or existing markets. The following is one case where growth might be achieved by doing this.

a)    Starbucks coffee in Australia

The world’s largest coffeehouse chain Starbucks first opened in Australia in 2000. In the years that followed it grew a considerable presence in the market, opening 84 coffee shops across the country. Many of these stores were ultimately unprofitable however, and in 2008 Starbucks closed 61 locations. Criticisms of Starbucks included that it failed to invest

sufficiently in marketing and simply did not understand Australian coffee drinkers. Recently the Withers Group, which owns 7-Eleven stores in Australia, has taken control of the remaining Starbucks coffee shops. Withers Group chief executive Warren Wilmot has indicated he hopes to re-grow the brand and turn Starbucks into “the most successful coffee chain in Australia”. Why has Starbucks not been successful in Australia to date, and what recommendations would you make if planning to grow this market?

You will need to do your own research on this case, however, as a starting point, take a look at the Starbucks Australia website, and consider this SBS news story.

Link: http://www.starbucks.com.au

Link: http://www.sbs.com.au/news/thefeed/story/why-starbucks-just-cant-crack-australian- market

3

AMN445 Assignment 2 – instructions for the writer

•    Need some charts and graphs in the assignment as well as appendix which shows the data

Overview of the    You provide a thorough and
situation    insightful overview of the
situation.

Statement of the    You provide a clear and
main problem and    comprehensive statement of
analysis    the main problem with
convincing explanation. You
include an extensive analysis of
macro and micro level issues.

Critical factors and    You correctly identify all
reasoning    critical factors and offer a clear
and comprehensive
justification. You convincingly
explain why some factors
should be considered more
important than others.

Recommendation    You offer highly insightful
and rationale    recommendations that are
coherent, and which
comprehensively address the
problem. You provide a well-
justified rationale which takes
the critical factors into
account. You identify
advantages and disadvantages,
and discuss their impact.

Professional    You organise content clearly,
communication,    with no technical errors. You
structure and    appropriately reference all
writing    claims made, and use correct
APA referencing style. You
follow the suggested format
and academic conventions
precisely. Your report is free of
spelling and grammatical
errors.

Video    Your video does an excellent
job of summarising all key
elements of your case.
Recommendations are
conveyed clearly and
convincingly. Content flows
smoothly and logically.
Delivery is clear and engaging.
The manner of communication
is highly professional.