YEAR
SUBJECT
NAME OF TASK
TYPE OF TASK
TOPIC
NOTIFICATION DATE
ASSESSMENT DUE DATE
FEEDBACK DATE
SUBMISSION INSTRUCTIONS
TASK DESCRIPTION
LENGTH/FORMAT
WEIGHTING
COMPONENTS
OUTCOMES
ASSESSMENT CRITERIA
12
Business Studies
Assessment Task 2
Marketing process analysis
Topic 1: Marketing
Monday 11 March 2013
Thursday 27 March 2013
12 April 2013
Submitted in class (Period 5)
Investigation into the marketing process and strategies of Coca Cola
Business report (1000 – 2500 words)
25%
Knowledge & Understanding of course content-10%
Inquiry & research-10%
Writing-5%
H4 analyses business functions and processes in large and global
businesses
H6 evaluates the effectiveness of management in the performance of
businesses
H7 plans and conducts investigations into contemporary business issues
H8 organises and evaluates information for actual and hypothetical
business situations
H9 communicates business information, issues and concepts in
appropriate formats
Assessment criteria – You will be assessed on how well you:
• Demonstrate knowledge and understanding of marketing processes and
planning
• Analyse the marketing plans strengths and weaknesses, and suggest
improvements to the marketing plan
• Communicate using information from the marketing approach of an
actual business
• Present a well written and organised answer in the form of a business
report, using appropriate business terminology and concepts
Task:
Marketing can be defined as:
The process of developing a product and implementing a series of strategies aimed at correctly promoting,
pricing and distributing the product to a core group of customers.
With reference to Coca Cola as a case study, write a business report that covers the following points:
The importance of market research, the target market and market segmentation
How a business can use a situational analysis and SWOT to provide direction for their marketing
How the types of customers and buyer behaviour will impact marketing strategies
The effectiveness of branding as a key marketing strategy
How other marketing strategies can be used to achieve marketing objectives
The ethical and legal aspects that businesses must manage and respond to while marketing their
products.
MARKING CRITERIA
Mark
21–25
Criteria
• Demonstrates clear and accurate analysis of the elements present in the marketing plan
• Explains in detail the areas of strength and weakness in the marketing plan
• Provides three or four specific and appropriate suggestions as improvements that could be
made to the marketing plan
• Communicates in a cohesive business report format, using appropriate business
terminology and concepts
16–20
• Demonstrates analysis of the elements present in the marketing plan
• Explains the strengths and weaknesses in the marketing plan
• Makes three or four suggestions for improvements that could be made to the marketing
plan
• Communicates in a business report format, using appropriate business terminology and
concepts
11–15
• Discusses the elements present in the marketing plan
• Outlines the strengths and weaknesses in the marketing plan
• Makes some suggestions for improvements that could be made to the marketing plan
• Communicates in report format using business terminology
6–10
• Outlines the elements present in the marketing plan
• Briefly outlines some strengths and weaknesses in the marketing plan
• Makes vague suggestions for the marketing plan
• May not complete the report within the length specified
• Communicates using some business terminology
1–5
• May mention elements of a marketing plan
• Refers to areas of strength and/or weakness in the marketing plan
• May suggest improvement/s for the marketing plan
• Shows limited communication skills
Resources:
http://www.coca-cola.com.au/index.jsp
http://businesscasestudies.co.uk/coca-cola-great-britain/#axzz2N27v8vlB
http://www.afrbiz.com.au/companies/coca-cola.html
Coca Cola ads on You tube – you
need to watch these for the report.
Really useful and/or interesting resources
http://ccamatil.com/Pages/default.aspx
http://www.coca-colacompany.com/
http://www.scribd.com/doc/18633636/CocaCola-Case-Study
http://www.marketingpower.com/Community/ARC/gated/Documents/Teaching/AME/AME_Teach
ing_Materials_2007_08_Ford_Stephens_Cooper.pdf
http://www.dandad.org/learning/case-studies/coca-cola
http://www.slideshare.net/ggsodgirl96/coca-cola-company-case-study
http://www.environmentalleader.com/2011/08/08/coca-cola-a-case-study-in-sustainability/
http://www.youtube.com/watch?v=zybnaPqzJ6s
http://www.youtube.com/watch?v=EnUKurl7Fog
http://www.youtube.com/watch?v=iX2xS9vPQ-Y
http://www.youtube.com/watch?v=ib-Qiyklq-Q
http://www.youtube.com/watch?v=kr7h8crYAYQ
http://www.youtube.com/watch?v=6OQl4NGQvhg