Description of this paper

Market Evaluation

Description

solution..


Question

Workbook SGA1233 Market Evaluation

 

© Study Group Australia Pty Limited, SGA1233-L6/08/14-V3 151

 

Assessment Task 3

 

This assessment consists of 1 part which must be answered.

 

The instructions to complete this assessment are included on the following

 

page. Follow the instructions with each question.

 

This assessment should take you about 5 – 6 hoursto complete.

 

When you are confident that you have met all requirements for this

 

assessment task, upload your file using Study Smart for marking.

 

It is recommended to use the Martin College Library on Study Smart where

 

the Study Skills Section has referencing guides available which provide clear

 

and comprehensive information that should help.

 

SGA1233Market Evaluation Workbook

 

152 © Study Group Australia Pty Limited, SGA1233-L6/08/14-V3

 

Assessment Task 3 –Marketing Analysis Report

 

Scenario

 

Provide students with the case study on Hidden Valley Cabins that is

 

provided as Assessment_Task_3_Hidden_Valley_Handout.pdf. Instruct

 

students to use the following links:

 

http://www.tq.com.au/resource-centre/special-interests/ecotourism/

 

http://www.hiddenvalleycabins.com.au/

 

The assessment asks students to evaluate market data, distinguish the

 

characteristics of possible markets and assess the viability of making

 

changes to current operations so that marketing opportunities can be taken

 

advantage of.

 

Requirements

 

Students are to prepare a report on evaluation of marketing opportunities

 

which should contain a table of contents and the following sections:

 

? Executive Summary

 

? Introduction

 

? Purpose of the report

 

? Findings

 

? Conclusion

 

? Recommendations

 

Workbook SGA1233 Market Evaluation

 

© Study Group Australia Pty Limited, SGA1233-L6/08/14-V3 153

 

The report must include:

 

1. A situation analysis covering:

 

? Market background (description and structure)

 

? Market size (value and/or volume or relative size)

 

? Market growth

 

? Market segments

 

? Consumer behaviour factors

 

? Key competitors

 

? Environmental factors

 

2. An investigation of possible marketing opportunities and an evaluation

 

in terms of their likely fit with Hidden Valley Cabins.

 

3. A review of the financial viability of opportunities.

 

4. A ranking of opportunities in terms of their viability and likely

 

contribution to the business.

 

5. Description of the changes that need to be made to current operations.

 

6. An analysis if the new product will affect any of the other products and

 

how the continuation of a quality service to existing customers can be

 

assured.

 

7. An estimation of resource requirements for changed operations

 

(consider marketing, sales, promotion, manufacture, distribution).

 

8. A recommendation of the viability of making changes to current

 

operations to stakeholders as required.

 

SGA1233Market Evaluation Workbook

 

154 © Study Group Australia Pty Limited, SGA1233-L6/08/14-V3

 

Criteria

 

1. Items 1-8 (above) are fully described with sufficient detail.

 

2. The situation analysis demonstrates evidence of sound marketing

 

research applied to the product and the target market.

 

3. Marketing opportunities are identified, ranked and evaluated.

 

4. A description of the changes that would affect operations and the

 

impact the product has on other products and in the provision of a

 

quality service to existing customers.

 

5. A summary of the resource requirements with financial estimates.

 

6. Appropriate recommendations/conclusion.

 

7. The report contains the dot points as headings in the report with the

 

‘Findings’ section including items 1-7 above and item 8 found within

 

the Recommendations/Conclusion.

 

The report length was adhered to + or –10%.

 

When you have completed this assessment, upload your file to Study Smart

 

(refer to the link ‘How to submit an assessment’ in the Study Smart home

 

page).

 

Due Date:Session 20

 

Workbook SGA1233 Market Evaluation

 

© Study Group Australia Pty Limited, SGA1233-L6/08/14-V3 155

 

Alternative Assessment Task 3: Marketing Analysis

 

Report

 

Scenario

 

Identify and evaluate marketing opportunities for Beckham Ventures

 

Limited’s release of children’s sportswear. Please note this is product does

 

not exist and has been created for assessment purposes only.

 

David Beckham is world renowned as a soccer legend. With excellent soccer

 

skills and knowledge of the game, he took the world by storm and is

 

considered one of the most gifted athletes of his generation.

 

He has created an empire which includes fashion clothing, fragrances, a

 

memoir ‘Both Feet on the Ground’ and a range of merchandise with his

 

wife, former Spice Girl Victoria \\\"Posh\\\" Adams.

 

As the father of three young boys, David and Victoria Beckham want to

 

create a line of young soccer sportswear.

 

The line will be released through their company Beckham Ventures Limited

 

and their goal or mission is to ‘create an affordable and exciting line of

 

quality soccer wear for every budding soccer star worldwide.’

 

They decided to undertake test marketing of the product range in one

 

geographical area only to see if it has merit. The test market was Tasmania,

 

Australia and it succeeded! Now they want to launch in your capital city.

 

Your challenge

 

You are hired as the marketing consultant to prepare a full strategy and

 

situational analysis around this product.

 

The product range will be called Beckham Sports Star Rangeand consist of

 

Beckham branded soccer training shirts and singles, shorts, socks and hats

 

for boys and girls aged 4 to 12.

 

SGA1233Market Evaluation Workbook

 

156 © Study Group Australia Pty Limited, SGA1233-L6/08/14-V3

 

Requirements

 

You are to prepare a report on evaluation of marketing opportunities for

 

Beckham Ventures Limited which should contain a table of contents and the

 

following sections:

 

• Executive Summary

 

• Introduction

 

• Purpose of the report

 

• Findings

 

• Conclusion

 

• Recommendations.

 

The report must include:

 

1. A situation analysis covering:

 

? Market background (description and structure)

 

? Market size (value and/or volume or relative size)

 

? Market growth

 

? Market segments

 

? Consumer behaviour factors

 

? Key competitors

 

? Environmental factors

 

2. An investigation of possible marketing opportunities and an evaluation

 

in terms of their likely fit with Beckham Sports Star Range.

 

3. Financial viability of opportunities (Hint: take on board competitor

 

successes and factor in the Beckham brand.)

 

Workbook SGA1233 Market Evaluation

 

© Study Group Australia Pty Limited, SGA1233-L6/08/14-V3 157

 

4. Ranking of opportunities in terms of their viability and likely

 

contribution to the business (Hint: opportunities to work with junior

 

sports clubs, etc.)

 

5. Changes that need to be made to current operations (assuming they

 

have no manufacturing outlets in Australia. You will need to see if they

 

already have distributors in Australia for their other products; check

 

online.)

 

6. If the new product will affect any of the other products and how the

 

continuation of a quality service to existing customers can be assured

 

(consider distribution outlets, the existing and potential markets.)

 

7. Estimation of resource requirements for changed operations (consider

 

marketing, sales, promotion, manufacture, distribution.)

 

8. A brief communication plan that details the viability of making changes

 

to current operations to stakeholders as required.

 

Criteria

 

1. Items 1-8 (above) are fully described with sufficient detail.

 

2. The situation analysis demonstrates evidence of sound marketing

 

research applied to the product and the target market.

 

3. Marketing opportunities are identified, ranked and evaluated.

 

4. A description of the changes that would affect operations and the

 

impact the product has on other products and in the provision of a

 

quality service to existing customers.

 

5. A summary of the resource requirements with financial estimates.

 

6. Appropriate recommendations/conclusion.

 

SGA1233Market Evaluation Workbook

 

158 © Study Group Australia Pty Limited, SGA1233-L6/08/14-V3

 

7. The report contains the dot points as headings in the report with the

 

‘Findings’ section including items 1-7 above and item 8 found within

 

the Recommendations/Conclusion.

 

8. The report length was adhered to + or –10%.

 

When you have completed this assessment, upload your file to Study Smart

 

(refer to the link ‘How to submit an assessment’ in the Study Smart home

 

page).

 

Due Date:Session 20

 

Paper#52686 | Written in 10-Jan-2016

Price : $19
SiteLock