BUS0119

Principles of Marketing – CA2

ASSIGNMENT GUIDELINES:

1.   This is a group project with the allowed size of 5 members.

2.   This CA2 constitutes 40% of your overall marks for this module.

3.   This project covers all materials studied in Topics  1 - 9. 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.

4.   This CA2 is a group assignment consisting of two parts namely a written report (30% weightage) and face to face presentation (10% weightage).

5.   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 a group written report. The following are the guideline for theneeded content for the report.

Topic Selection:

1.   Each group will be given two brands to understudy for electric cars.   The assigned brands for the groups are as follows:

2.  Next, select ONE consumer segment which the brand targets and identify the model of electric cars that caters to this segment – the model selected should be the newest model launched within the last 2 years to Singapore market from TWO given brands for your understudy.

Required Content:

I.         Introduction

•    A  brief introduction should be given to the companies/brands and their respective products that you have selected. This section should also serve to introduce the reader to the purpose and flowof the report.

II.       Environmental Analysis

Using online databases like Singstats, Passport, Factiva and other credible sources, search  for  relevant  marketing  research  data  to  describe  and  analyse  the  current marketing environment:

•   Determine key political or regulatory issues that are relevant for this industry.

•   Highlight how economic environment impacts the industry.

•   Describe the most relevant social, demographic, or lifestyle. trends.

•   Give examples of any prevailing technological trends that affect this industry.

•   Select 4-5 competitors which operate in this industry and determine the intensity of competition.

(Do ensure that ALL PEST and competition are sufficiently discussed.)

III.      Target Marketing Process

•    Using   demographic,  psychographic  and  behavioural   base/variables  segmentation, provide a detailed descriptive profile of the target segment the 2 new products are designed to appeal to.  Discuss geographic segmentation base/variable if it is relevant for your industry.

•    Determine which market targeting strategy was adopted by the 2 companies/brands. Evaluate the target market  in terms of its  size and growthpotential to justify your selection of target segment/s.

•    Use a perceptual map to describe the product’s positioning vs its competitors.  Ensure all 4-5 key competitors are drawn into the perceptual map.

•    Assume the role of the marketer and develop a suitable positioning statement these two products.

IV.      Analysing the Marketing Plan

The Marketing Plan

•    Using the Product Life Cycle, determine the appropriate marketing strategy and the marketing mix plan for the products at ALL the product life stages. Identify the current stage by providing supportive evidence.

•    Discuss the life cycle extension strategy that may be adopted for the products in this industry.

Product

•    Critically compare the 2 new products in terms of the various product dimensions. These can include product features, benefits and product support services, where relevant.  Evaluate the two products and identify meaningful differentiating factors that are relevant for consumers.

•    Critically  compare  and  evaluate the brand(product) name for the two products – discuss how the names fulfill some of the criteria of a good brand name.

•    Critically compare and evaluate the packaging and labeling details that are relevant in the successful marketing of these two products.

•    In all these aspects, provide a conclusion as to which product is more effective in the design of the product strategy.

Price

•    Describe  the  pricing  strategies  adopted  by  the  two  companies  for  your  selected competing products.  Research  on  the  current prices  in  the  market,  and  other  key competitors’pricing. Your report should provide examples of actual retail prices used for the two products. It is recommended that you use photos or other means to reinforce and/or substantiate your discussion.

•    Critically compare and evaluate the following pricing components: 1.the recommended retail price (list price), 2. Discounts and/or allowances offered, 3. Any other pricing methods that are being applied.

•    Determine which product is more effective in the use of pricing in appealing to their target consumers.

•    Analyse what the customer wants from the distribution aspect of the product. Critically compare  and  evaluate  the  marketing  channel  of the  selected  competing  products. Discuss the channel structure, the types of intermediaries,their roles and purpose in the channel.

•    Critically  compare  and  evaluate  the  retailing  strategy  for  the  selected  competing brands.  Discuss their retailing mix decisions. It is recommended that you use maps, photos etc., to reinforce and/or substantiate your discussion.

•    Determine which companies were more effective in their use of placing strategies in making their products more accessible to their customers.

Promotion

•     Select any advertising message/photos used by each of the two companies used in their Singapore’s web page to promote their new products. Critically evaluate the four

•      selective  perception  concepts  of  selective  exposure,  selective  attention,  selective comprehension and selective retention to the selected promotional message/photos.

•    Evaluate critically which of the two companies/brands were more effective in the design of their promotional messages.

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

•    Word limit is 4,000 words.

•    Plagiarism and collusion will be penalized.

•    Please ensure proper referencing.

The suggested reporting format:

•    Title slide - Title, Group No, Name of Group members, Student id, Class number, Name of Lecturer

•    Content page

•    Introduction

•    Marketing Environment Analysis

•    Target Market Profile

•    Marketing Plan

•    Product Strategy

•    Pricing Strategy

•    Placing Strategy

•    Promotional Strategy

•    Conclusion

•    References

Grading Criteria for Written Report (100 marks):

CA2 PART 2 – PRESENTATION GUIDELINES:

Students will have to present their assignment in a group formal presentation and be required to answer questions on lesson 13 and lesson 14. Students that are in face-to-face class will presentin the lecture theatre.  Only students that have special approval will be allowed  to  have  their  oral  conducted  via Zoom.  Presentation  via  recording  is  not permitted. The scheduling and logistics of presentation will be managed and coordinated by your lecturer.

Each  group  will  be  required  to  present  their  findings  using  a  ppt  slide  deck  that summarizes the key contents in the written report on Lesson 13 or 14.  Each group will be given 20 minutes to present.  This is followed by a 5-10 minutes Question & Answer (Q&A) session. All members must present and answer during the Q&A, as students will be assessed individually.  Thus, each group should allocate sufficient time for every member to present and answer questions.

Each group is required to submit both their written report and PowerPoint slide deck in the submission folder in Canvas in accordance to the submission deadlines as stated in ‘CA Overview’ in Canvas.

Please do contact your lecturers if you have any questions regarding this presentation.