Standard of English for Level 5 Business Assessments

Learning Outcomes

Standard of English for Level 5 Business Assessments

All student work that is submitted for assessment must meet the English requirements for Level 5 business writing.
Any submitted assessment or part of an assessment that falls below the acceptable standard of the English requirements for Level 5 business writing will not be marked.
If you have any questions regarding the English requirements for Level 5 business writing, please talk to your lecturer.

Learning Outcomes:

The learning outcomes associated with this assessment are:

LO1 Identify and apply the organisational processes involved in planning, implementation, and control of marketing activities.

LO4 Apply and analyse ethical and legal implications, internal and external environments (including the Treaty of Waitangi) on business.

Read the case studies above and research any relevant information on Airbnb using articles, case studies and other resources in order to answer the following questions for Task 1 and Task 2.

Task 1 (LO. 1)

a.Airbnb is part of the “sharing economy”.   Briefly explain what the “sharing economy” is and how it works in the case of Airbnb.

b.Conduct a situation analysis for Airbnb via a:

(i) SWOT analysis - Conduct a brief SWOT analysis for Airbnb. Include at least three factors for each element of the analysis.

(ii) A five forces competitive analysis - Conduct a brief five forces analysis for Airbnb. Include at least four factors for each element of the analysis.

c.Develop marketing objectives for Airbnb - Include at least four objectives    

d.Determine how you would position Airbnb and any differential advantage it has.

a.Identify the current target market for Airbnb in your chosen country using at least three bases of segmentation.

b.Identify and analyse the desired or current marketing mix of Airbnb in your chosen country. You must include the following in your answer:

1.Levels of Service
2.Pricing Strategies
3.Promotional Strategies
4.Distribution Channel

c.Identify and analyse at least three monitoring mechanisms that can be used by Airbnb to measure the effectiveness of their marketing activities.

Planning, implementation, and control of marketing activities involve several organizational processes that work together to achieve the goals of the marketing plan. Here are some of the key processes involved in each stage:

1. Planning

• Market research: This process involves gathering and analyzing data on customers, competitors, and market trends to identify opportunities and challenges.
• Setting objectives: Based on the market research, clear and measurable objectives should be set for the marketing campaign.
• Budgeting: The marketing budget should be set, including allocations for various marketing activities such as advertising, promotions, and events.
• Segmentation and targeting: The market should be segmented based on demographic, geographic, and psychographic characteristics, and the most promising segments should be targeted.