Case Study of a Contemporary New Zealand Organization - Assessment 1

Role of Marketing in the Organization

Develop a case study of a contemporary organisation. Select an existing New Zealand Organisation that interests you and develop a well-researched case study exploring the areas of the organisation as outlined below. Explore how the organisation works or is engaged in the various marketing aspects in the real world – do not spend all your time talking theory, you need to show application, interpretation and understanding of theory and how it applies in the real world activities of the organisation. The goal of the assessment is to show managerial incite through the case study in order to help inform other people in organisational management. 1. The role that marketing plays in this business Explore the role marketing plays in the business – the marketing focus of the business. Discuss the effects of the internal and external environments of the organisation in relation to their marketing strategies Make 2 recommendations based in the evidence presented (in parts 1a and 1b) to improve the businesses marketing performance. 2. The role that markets play in this business Discuss the importance that selecting/selected markets play for the business – does the business follow a ‘mass market’ or ‘targeted market’ approach? Briefly discuss the market(s) that the business chooses to compete in and assess their competitiveness in these markets. Make 2 recommendations based in the evidence presented (in parts 2a and 2b) to improve the businesses performance in relevant markets. 3. Explore buyer behaviour in relation to the company’s marketing communications Discuss the relevance of buyer behaviour to the company in its marketing communications strategies. Discuss how the company adapts its marketing communication to respond to buyer behaviours in order to facilitate its marketing strategies. Critique 3 marketing communication tactics used by the company in relation to buyer behaviour. Make 2 recommendations based in the evidence presented (in parts 3a, 3b and 3c) to improve the businesses ASSIGNMENT REQUIREMENTS Assignment presentation: Please format the assignment as follows: Headings: Calibri font 16 point size – headings must reflect each question as outlined in the assessment. Subheadings: Calibri font 14 point size – subheadings must reflect each question part as outlined in the assessment. Text: Calibri font 11 point size Picture, Tables, Chart or Graph lables or titles: Calibri font italic 10 point size Line Spacing 1.5 Margins: ‘Normal’ setting (2.54cm on each side) Student Number on the top right of each page Paper and Assessment Number, and the page number on the bottom of each page Appropriate use of pictures, tables, charts and graphs. Thoroughly proof-read the plan to ensure good grammar and spelling are used. Use full sentences, paragraphs and bullet points. The assignment must follow the sequence in the Assignment Questions. It must be written in the third person, using professional business language. Assignment Layout Title Page Abstract (If required - not counted in word count) Contents (not counted in word count) Introduction Discussion - content of assessment as per assessment requirements Conclusion References – a minimum of 20 references required (30 to 50 recommended) (not counted in word count) Assessment cover page (Cover page must be only page 1 of the assignment – a separate page) Include the following: Programme Code (eg. PG1) Paper Number, Paper Name and Assessment number (eg. 8241 Marketing - Assessment 1) Student ID number: Student name: Due date of assignment: Contents This must be page 2 of the assignment – a separate page. State a listing of all headings in the assignment with corresponding page numbers. All headings to the left hand side margin and all page numbers to the right hand side margin. List of Figures – Include in your contents a separate section for all pictures, tables, charts and graphs Assignment length Assessment word counts are guides only, excluding the Abstract, Contents and References sections. Assignment File Saving It is critical that you save a copy of all work on your assignment. Students MUST save a copy of their assignment as they work on it. A copy should be saved in a minimum of 2 locations, e.g. your memory stick and a copy on your folder at ICL and at home. This means at any time if you lose one copy you always have a backup copy which is up to date. NOTE: IF STUDENTS LOSE THE ASSIGNMENT OR ANY PART OF IT BEFORE IT IS COMPLETED AND HANDED IN ON DUE DATE THEY WILL GET ZERO MARK. NO EXCUSES WILL BE ACCEPTED - EVEN IF IT WAS DELETED BY MISTAKE OR LOST. In the past some students have lost all their work and failed as a result. Originality Information in each section needs to be original information. If students have copied sections from sources (even if it is referenced correctly) and it is not in their own words marks will be deducted. You need to show understanding of the material (topic) discussed, not simply source others ideas. Referencing It is expected students will provide a well referenced assignment with authoritative sources of information, using the APA Referencing style. Facts included in the plan must also be linked to the appropriate reference using in text citations. A list of references must be included at the end of the report. Store visits and interviews must also be referenced, giving the date of visit and the name of the store and the person (people) interviewed. It is estimated that you will have between 30 and 50 references for this assessment (minimum is 20).