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TASK 1: Apply CPS for a new/improved sustainable market offering and profile the offering

1.1 Apply each of the five pre-implementation CPS steps (allow one (1) wiki page for each step) to identify a real sustainability-oriented consumer or marketing problem and start working toward a potential new or improved sustainable offering to address the problem (see Activities 3.10 and 3.11 in Study Guide). (50%)

As per Titus (2000) in Topic 3, the five pre-implementation CPS steps for concept development are:

i. Problem identification

ii. Problem delineation

iii. Information gathering

iv. Idea generation

v. Idea evaluation, selection and refinement.

To incentivise you to progress Task 1.1 promptly we are offering two optional 5% BONUSES (2 x 1.75 = 3.5 extra marks) to groups whose members submit one or both of the following work-in-progress (WIP) related to this task:

Ass2 WIP 1 Bonus due Week 4 Friday 2 August: Apply CPS by individually drafting (hand-written or typed) your responses for each of the five CPS steps in the CPS Worksheet 1 from Study Guide Activity 3.11 in Topic 3. Insert your completed Worksheet (via ‘edit wiki content’, click on ‘paper clip’ icon on bottom left-hand side of wiki menu) to the group wiki home page. 

 Ass2 WIP 2 Bonus due Week 6, Friday 16 August: Review all CPS Worksheets submitted to your group wiki for WIP 1. Decide which ONE basic problem identified you think your group should proceed with for Ass2. For this problem, draft the CPS. In the group wiki set-up a new wiki page for each of the five CPS steps and draft at least 50 words per step. (Your group wiki should now contain the home page and five new wiki pages with some content.) Ideally, all group members should jointly discuss, agree on and draft the pages. 

To obtain the full bonus, please submit your WIP on time and in the proper format. Late or re-submissions of bonus WIP will not be accepted.

The final Task 1.1 is due and will be assessed together with your group’s final Ass2.

1.2 Profile the selected sustainable market offering (10%). In one wiki page cover the following:

 Nature– what combination of product, service and/or experience (Topic 1)

 Type – industrial or consumer good (Topic 1, preview Topic 5)

 Value provided (utility created) to customer/end-user to address their unmet needs; discern between core, actual and augmented levels of offering (if applicable) (Topic 1,3; preview Topic 8)

 Provide a visual of the offering. A rough sketch will do nicely.

 Sustainability benefits – economic, social, environmental (Topic 3)

Existing brand perceptions (if applicable) (Topic 3; preview Topic 8)

Any information needs to be filled and an outline of the marketing research (secondary, primary) required to do so (Topic 4).

TASK 2. Undertake a situation analysis for the selected sustainable market offering

This comprises three parts and draws on various Study Guide topics:

2.1 Undertake an environmental analysis (draw on Topic 2) of current external macro- and micro environmental factors pertinent to the future of the sustainable offering (15%). In one wiki page cover:

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