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MARK2012 Assessment 3 Exemplar
Please note that this document provides examples of past students' assignments to help
you understand the expectations for Assessment #3 business report. These examples,
along with comments, are intended to assist you in better preparing for your own A#3.
Example A#3 Task Brief
For future business leaders like you, you will likely deal with Gen Z and Gen Alpha, as their population is
predicted to make up more than 30% of the workforce by 2035. We want to know your ideas on what's
next for Crocs. Think about products, branding, associated services, social engagement, partnerships,
company capabilities, communication and more. Apply what you have learned in this course to a
company like Crocs.
For this assessment, you need to develop a 2025 marketing strategy for Crocs that:
➢ Describe Crocs’ Gen Z target market.
➢ Critique Crocs’ current marketing activities from a 4P’s perspective; what works well? and what
can be improved?
➢ Recommend Crocs’ value proposition and positioning to the Gen Z demographic. Make sure your
recommendations align with UN SDGs.

Marking criterion: Clear communication
Executive Summary (ES): Clear and concise
The Executive Summary is a brief, clear, and concise summary of the entire report designed for
busy executives. It encapsulates the report's purpose, findings, conclusions, and
recommendations. It functions similarly to an abstract or synopsis and should not exceed one
page for assignments.
Tips: Write the executive summary after completing your report and ensure it is on a separate page.
Introduction: Clear purpose and agenda
The introduction provides a clear purpose and agenda for the report. It typically includes:

• Brief Background Information: Contextual information to set the scene.
• Purpose: The reason for the report.
• Scope: The extent of the report's coverage.
• Outline: A summary of the report's structure.
• Definition of Terms: Clarification of key terms used in the report.
Unlike the Executive Summary, the introduction offers an overview that helps readers understand the
report's agenda.
Headings and subheadings
Each section of your report should have a clear heading, and each subsection should have a clear
subheading. This structure allows readers to quickly
access the information important to them. Your headings and subheadings should make it clear how
each part of the report is related to other parts. They should also be clear and consistent in style.