SEMESTER 3 2015
ASSESSMENT INSTRUMENT 6
STUDENT’S NAME:
TEACHER’S NAME:
_____________________________
MRS ROBINSON
Assessment Type:
Assessment Technique:
Date Given:
Date Due:
Assessment Conditions:
Topic Assessed:
Context Studied:
Dimensions Assessed:
Summative
Extended Response
Week beg. 2 March 2015
Draft due Week beg. 23 March 2015
Presentations due Week beg. 30 March 2015
Multimodal Extended Response
5-7 minutes
4 International Business
Events Management
Knowing and understanding business
Investigating business issues
Evaluating business decisions
Knowing and understanding business
Investigating business issues
Evaluating business decisions

The student work has the following characteristics:

accurate definition and use, and thorough description of business terms, facts and concepts
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thorough explanation of relevant business principles, processes and practices, using effective examples
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effective and efficient use of technology application skills for an intended purpose.
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discerning and effective selection, sequencing and organisation of relevant and significant data and information
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accurate interpretation of business information and data to identify and explain significant and complex issues
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insightful analysis of data and information relating to business issues.
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insightful evaluation of information using criteria to draw discerning conclusions, decisions and recommendations
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convincing and thorough justification of conclusions, decisions and recommendations
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discerning use and coherent control of mode, genre and language conventions to suit intended audience and purpose
The student work has the following characteristics:

accurate definition and use, and detailed description of business terms, facts and concepts

detailed explanation of relevant business principles, processes and practices, using examples

effective use of technology application skills for an intended purpose.
The student work has the following characteristics:

definition, description and use of business terms, facts and concepts

explanation of business principles, processes and practices

use of technology application skills for a purpose.
The student work has the following characteristics:
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definition and simple description of some business terms, facts and concepts
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simple explanation of business principles, processes and/or practices

use of familiar technology application skills.
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logical selection, sequencing and organisation of relevant data and information
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accurate interpretation of business information and data to identify and explain relevant issues

effective analysis of data and information relating to business issues.

selection, sequencing and organisation of data and information

interpretation of business information and data to identify and explain issues

analysis of data and information relating to business issues.

selection and sequencing of some data and information

simple interpretation of business information and data to identify obvious issues
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simple analysis of basic data and information relating to business issues.
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thorough evaluation of information using criteria to draw relevant conclusions, decisions and recommendations

effective justification of conclusions, decisions and recommendations

effective use of mode, genre and language conventions to suit intended audience and purpose
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evaluation of information using criteria to draw conclusions, decisions and recommendations

appropriate justification of conclusions, decisions and recommendations

use of mode, genre and language conventions to suit audience and purpose
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simple evaluation of information to draw obvious conclusions, decisions or recommendations
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simple justification of some conclusions, decisions and recommendations
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use of mode and language conventions to suit aspects of the purpose
The student work has the following characteristics:
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Superficial definition or description of some terms and facts
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Superficial or inconsistent explanation of aspects of principles, processes or practices
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Guided use of some technology application skills
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selection of obvious data and/or information
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superficial interpretation of aspects of information and/or data
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simple analysis of basic information.
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superficial evaluation of information with statement of opinion
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justification inconsistent with conclusions, decisions or recommendations

communication of aspects of information

In 1996, McDonalds expanded their operations into India, with brand new products designed to suit the preferences of local consumers. The company spent a considerable amount of money on advertising and research and development to deliver a product that respected the local customs, while at the same time appealed to the wider Indian market. This was a time when the number of quick service restaurants was rapidly expanding and the disposable income for the average Indian consumer was also on the rise.
In 2011, McDonalds introduced its new “McSpicy” advertising campaign, which completely revamped the menu. It was the biggest product range introduction after market entry and was introduced to better suit the local tastes. A huge media campaign was run across the country in a bid to capture the attention of consumers. After its introduction, the ‘McSpicy’ campaign received mixed results with both positive and negative reviews.
Your task is to analyse and evaluate the validity of the following statement and prepare a presentation to be delivered to the Board of Directors:
The ‘McSpicy’ campaign in India by McDonalds was a commercial success because the campaign catered to the cultural needs of the target market.
Your presentation will: o Explain what cultural and language differences McDonalds had to take into account in implementing the campaign in India o Investigate and analyse the challenges presented to the company in introducing such a comprehensive and far reaching alteration to its product range. As well as discuss the efforts made by the company to consider the cultural differences of its consumers; and o Evaluate the effectiveness/success of the campaign, taking into consideration both the positives and negatives to come out of the move, and justify your conclusions based on the evidence you uncover.

Thinking and Planning Sheet
Issue/Facts Topic
Research on India.
What cultural/language differences did McDonalds have to take into account?
What did McDonalds do to overcome these differences?
How effective was the campaign?
Support your argument.
Once you have completed this planning sheet:
1. Type your script for the draft date (ensuring that it is 5-7 minutes in length);
2. Fix any errors from the draft date;
3. Submit your typed and finish script, an electronic copy of the presentation (on CD-ROM or USB drive) and any materials submitted on the draft date