BUS0119 Principles of Marketing – CA2 ____________________________________________________________________________________ ASSIGNMENT GUIDELINES: 1. This CA2 constitutes 40% of your overall marks for this module. 2. This project covers all materials studied in Lectures 1 to 8. You should understand the concepts in the module book and lecture notes before starting on the project. Where necessary include any relevant references for information sourced to complete this assignment. 3. This CA2 is an individual assignment consisting of two parts namely a written report (30% weightage) and face to face presentation (10% weightage). 4. Please read the following guidelines carefully before starting your assignment. If you have any questions, do clarify with your lecturer. CA2 PART 1 – WRITTEN REPORT GUIDELINES: Part 1 of the CA2 is an individual written report. The following are the guideline for the needed content for the report. Topic Selection: 1. You are required to select a company that markets its consumer products in Singapore. (You are to choose a product-based business and not a service-based business). The company you have chosen should be a manufacturer and not a distributor. 2. Identify a new product that you feel that your selected company might find suitable to introduce and market in Singapore (i.e. it must be a product that has not been marketed by your selected company in Singapore yet.). For example, if you choose Nokia, then the product you might come up with a phone that monitors blood pressure. Required Content: I. Introduction A brief introduction should be done on the company and the product that you have selected. This section should also serve to introduce the reader to the purpose and flow of the report. II. Environmental Analysis Using online databases like Singstats, search for relevant marketing research data to describe and analyse the current marketing environment. Discuss the most relevant social, demographic, or lifestyle trends. Using information on the industry, cite useful statistics or data that describes the size and growth of the market. Highlight useful information about the competition. III. Target Marketing Process Identify your target markets using the appropriate variables under any of the relevant bases of segmentation. Provide a detailed description of your target market in terms of their size and growth potential to justify your selection of target segment/s. Use a perceptual map describe intended positioning. Develop a positioning statement that communicates the unique value proposition and differentiation of your product. IV. Designing the Marketing Plan (without Promotion) Product Discuss on the first FOUR(4) stages of the New Product Development Process for your new product – use diagrams to describe your new product idea or concept. Using the Product Life Cycle, determine the appropriate strategy for your marketing mix. Describe the product features in detail of your new product – match it against the list of benefits each feature offer. Select a suitable brand name for your product – explain how this brand name fulfills some of the criteria of a good brand name. Develop appropriate packaging and labeling details that are relevant for your new product. Price Decide on the pricing strategy that you intend to adopt for your product. You may consider doing some research on the current prices in the market, and key competitors’ pricing. Your report should provide an indication of the price or price range that you intend to sell your product. The report should apply the pricing methods to set the recommended retail price and price adjustments. The use of at least four pricing methods appropriate for your product is expected. Place An analysis should be made to consider what the customer wants from the marketing channel. Design your channel indicating channel structure, the types of intermediaries, their roles and purpose in the channel. Discuss your retail strategy for your product – justify your retail mix decisions using location maps, photos etc. V. Conclusion The summary should provide a quick summary and closure to the report. VI. Referencing, Reporting and Research Skills Demonstrate skills in researching and using materials and/or information in the marketing of the product. Please include all references in the ‘Reference’ section of the report. Additional Instructions: Please include all diagrams or pictures where necessary. Submit report using MSWord document format. .doc or .docx Should be about 6 type written pages, excluding title and content, reference pages; Times New Roman; Font size 12; 1.5 spacing. Plagiarism and collusion will be penalized Please ensure proper referencing. The suggested reporting format: • Title slide - title, name of student. Student id, class number • Introduction • Marketing Environment Analysis • Target Market Profile • Product Strategy • Pricing Strategy • Placing Strategy • Conclusion • References Grading Criteria for Written Report (100 marks): Content Grading I II III IV V Mark Allocation Introduction Describe the nature of the company and product Introduce the report flow. Marketing Environment Analysis Determine the most relevant forces and environmental issues could have a real and dramatic impact on the business? Target Market Profile Target Market – identify your primary target market using the four segmentation bases. Positioning Statement – State the positioning strategy of your brand or product clearly and concisely. Design of Marketing Plan Product Strategy Describe the product features, benefits, branding etc. Apply the new product development process to new product. Price Strategy Identify your price position relative to competition and recommend what pricing tactics will be adopted. Place Strategy Describe your proposed distribution channel structure and strategy. Conclusion The summary should provide a quick summary of the whole report. Research and Reporting Skills Marks Demonstrate skills in use of library resources and useful information in the market situation analysis (provide proper referencing) Good organizational structure and correct use of Language and Grammar. TOTAL 5 10 10 15 10 10 2 8 5 75 CA2 PART 2 – PRESENTATION GUIDELINES: Students will have to present their assignment in a formal presentation or be required to answer questions on lesson 13 and lesson 14. Student that are in face-to-face class will present in the lecture theatre, students that are online will be presenting live online either in Kaltura or Zoom. The scheduling and logistics of presentation will be managed and coordinated by your respective lecturers. You may be required to take on the role of an intrapreneur. Be prepared to either present to your management team why your product should be marketed. You can prepare as many slides as needed in your using MSpowerpoint (.ppt or .pptx). Keep your content in the slides succinct and ensure you are ready to answer questions during the final oral assessment. You are required to submit the PowerPoint slides in the assignment in Canvas before the date stated in ‘CA Overview’ in Canvas. Please do contact your lecturers if you have any questions regarding this presentation. Grading Criteria for Presentation (100 marks): SN Criteria Description I Presentation content To sell your concept to the board of directors of the business, convincing them that the product that you have selected is a viable product to be developed and marketed. II Question and Answers Ability to answer the questions well and confidently. 20 III Style and Attire - Level of presentation is appropriate for the audience. - Presentation is a planned conversation, paced for audience understanding. - Confident and appropriate attired 10 IV Use of Communication Aid Communication aids enhance presentation. - The font on the visuals is readable. - Information is represented and organized to maximize audience comprehension. - Details are minimized so that main points stand out. 10 V Organisation of presentation - Speaker provides accurate and complete explanations of key concepts. Listeners gain insights. - Information (names, facts, etc) included in the presentation is consistently accurate. - Presentation is clear, logical, and organized. Listeners can follow a line of reasoning. 10 VI Use of language - Sentences are complete and grammatical. They flow together easily. - Words are well chosen; they express the intended meaning precisely. 10 VII Communication Cues 10 Total - Excellent voice projection, pronunciation and use of vocal variety - Body language reflects comfort interacting with the audience. Appropriate gestures, posture, facial expressions - Excellent eye contact – looks confidently at the audience; no reference to notes/ not reliant on the slides Marks 30 100