Posted: December 11th, 2024

MPK732 – Marketing Get research paper samples and course-specific study resources under   homework for you course hero writing service – Manage ment Trimester Three, 2018: 2024 – Write My Essay For Me | Essay Writing Service For Your Papers Online Assessment 1 – Case Study Analysis

MPK732 – Marketing Get research paper samples and course-specific study resources under   homework for you course hero writing service - Manage ment
Trimester Three, 2018: 2024 - Write My Essay For Me | Essay Writing Service For Your Papers Online
Assessment 1 – Case Study Analysis
DUE DATE AND TIME: Monday 17 December (Week 7) by 5.00pm AEDT
PERCENTAGE OF FINAL GRADE: 30%
MODE: Group of 2-3 students or individually
WORD LIMIT: 3000 Words
HURDLE DETAILS: N/A
Learning Outcome Details
Unit Learning Outcome (ULO) Graduate Learning Outcome (GLO)
ULO 1: Write a word essay - Evaluate the key concepts, models and
theories upon which the practice of marketing is
based: The case study analysis enables you to
reflect on and critique the “key concepts, models
and theories” addressed in MPK732.
GLO 1: Discipline-specific knowledge and
capabilities: The case study analysis enables you to
reflect on and demonstrate your marketing
management knowledge and capabilities.
ULO 2: Apply the fundamental principles involved
in managing marketing: The case study analysis
requires you to apply the fundamental principles of
marketing management to a real world marketing
situation.
GLO 1: Discipline-specific knowledge and
capabilities: The case study analysis enables you to
reflect on and demonstrate your marketing
management knowledge and capabilities.
GLO 5: Problem solving: Case studies are a
commonly used method of problem-based learning.
Typically, using a case study aims to develop your
reasoning, problem-solving and decision-making
skills.
ULO 3: Analyze marketing problems and be
capable of applying relevant concepts, models
and theories to generate appropriate solutions:
The case study analysis enables you to solve
problems using previously acquired knowledge. It
also engages you in research and reflective
discourse for the purpose of problem solving.
GLO 4: Critical thinking: Case studies require you to
critique the theory addressed in the unit and to
assess its usefulness as it applies in the real world.
This makes your learning clearly relevant to “real”
situations.
GLO 5: Problem solving: Case studies are a
commonly used method of problem-based learning.
Typically, using a case study aims to develop your
reasoning, problem-solving and decision-making
skills.
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ULO 4: Communicate an in-depth understanding
of a range of issues, practices, models and
phenomena in marketing: The case study analysis
completed in groups exposes you to different
viewpoints and commentaries on marketing.
Students need to communicate with one another
to successfully complete the analysis, and as a
group they need to effectively communicate with
the reader of their case study analysis.
GLO 2: Communication: The case study analysis
assists in developing your communication skills. It
allows students to learn from one another via
effective communication. Students also need to
communicate well with the reader of their case
study analysis.
Assessment Feedback:
Students who submit their work by the due date will receive their marks and feedback on
CloudDeakin by 15 working days after the due date.
Marking Criteria
A detailed rubric for this assessment task will be provided via Cloud. Please see the relevant rubric
in the assessment folder for Assignment 1. In summary, the marking criteria will include:
• Solutions to problems posed, i.e., demonstrate comprehension of the problem and
formulate solutions
• Application of theory, i.e., to current, real-world marketing issues
• Presenting and defending a position, i.e., consideration of the complexities of issues and
acknowledging other points of view
• Use of literature to support arguments
• Mechanics, e.g., spelling and grammar, language, use of referencing styles
Description / Requirements
Your Brief
A case study typically is an accurate, historical record of a business situation that actually has been
faced by business executives. The main aim of using the case study method is to allow you the
opportunity to translate theory into practice in a business situation that is as close to real world
experience as possible. The marketing situation(s) depicted in the case reflects the uncertainty of
the real-world marketing environment, and the reality of any practical situation. You will have to
master the art of sifting through all types of information, which is often incomplete, not presented
in the correct order, and may even be irrelevant or misleading, to solve the problems posed.
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You may find, and be frustrated by the fact, that in some situations there appears to be no single
“right” solution to the problem. There are likely to be multiple approaches, each one with a
different implication for the organization, and each involving different trade-offs.
Since the case study problems may be approached at times from different perspectives, your main
task will be to argue correctly the logic of, and evidence for, your solutions to the problems at hand.
The importance of the case study exercise is to emphasize how you arrived at your solution, rather
than just emphasize the solution itself.
Getting Started
Read the case study, Rich’s Products and Healthy Eating Consumers: Corporate Ethnographic
Techniques, as soon as possible, when available on Cloud in the ‘Assessment 1 Learning Resources’.
A prompt start will give you time to “tune” into the case study. In particular, there is an amazing
amount of relevant background information publicly available that will have some bearing on the
marketing situation described in your case. Keep a look out for it! Academic journals and books,
newspapers, magazines and television are an especially good place to start your information
search. Collect anything that you think may help to enrich your analysis. You can always discard any
irrelevant material later.
Now focus on the specific case problems posed below. These problems have been designed so that
you can apply the theory from the unit to the practical case study to arrive at solutions. Critically
evaluate and add to the existing information provided in your case study by:
• Continuing to read journal, newspaper and magazine articles on your topic.
• Looking for current event type television programs and published brochures, etcetera that may
be relevant to your topic.
• Observing the industry that the case is based on.
Please note: In this assignment, you are expected to utilise an extensive amount of research
conducted in the discipline of marketing and related fields, to extend your knowledge. Please
do NOT rely solely on your own opinions, personal experience, and the case study and other
materials that you have been provided.
Case study problems
As marketing manager for Rich’s Products in a new geographic market of your choice from those in
the case:
1. Conduct a 5Cs and SWOT analyses for Rich’s Products including consideration of the
characteristics and trends of the healthy eating product category and consumer market, and
future opportunities. Justify your analysis using appropriate sources and supporting
evidence from the case and other relevant secondary research.
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2. From your research of the case and other relevant secondary data sources, how do you
perceive the future market for healthy foods for your geographic market? Identify two
consumer segments that Rich’s Products could target (either in the case or not). Write a page paper - Describe
each segment (e.g., size, growth, et cetera) and create a Buyer Persona describing for each,
the segment’s profile, activities, preferences, motivations, and pain points. For the
identified segments and personas, summarise how they are different or similar from each
other. For each Buyer Persona, , how can the consumer perceptions researched and
presented by you be addressed by which Rich’s Products? For each segment, evaluate the
competitors of healthy eating products and brands who may have entered or have the
potential to enter the geographic market. Use elements of consumer behavior and market
segmentation, targeting and positioning (STP) theory to inform your response.
3. How can Rich’s Products proceed and what STP strategy or strategies would you
recommend for Rich’s Products based on your findings to Q1 and Q2? What one target
market from Q2 do you recommend Rich’s Products focus on going forward and why? What
value proposition, positioning strategy and product(s) would you recommend for this target
market? Craft a perceptual map and positioning statement linking the products to your
recommended positioning strategy for this target market being mindful of what ethical
concerns should be considered when marketing healthy eating products and how Rich’s
Products should tackle these. How do consumers understand various terms about
dietary habits? Are “healthy eating,” “organic foods,” and “local sourcing” always the
same thing? Are consumers themselves clear about these terms? What importance
does this have for Rich's Products?
4. What other marketing research methods do you recommend to senior management as a
follow-up to the ethnography conducted to strengthen the understanding of the healthy
eating lifestyle in your geographic market? Provide a detailed research proposal for one of
these marketing research methods, including the research process design, research
problem/objectives, data analysis procedures and expected marketing insights it should
produce. Support your research proposal with relevant theory and justification for your
selected marketing research method. In your Appendix (i.e., excluded from the word limit),
provide the instruments to be used.
Your arguments need to be supported by your understanding of the company’s strategy,
strengths, weaknesses, and competitive advantages identified in Q1, in combination with your
expectation of the market identified in Q2, with supporting justifications from the case, other
sources, relevant theory, your analysis, and acknowledgement of any assumptions. In other
words, your solutions to the problems identified in each question should draw on evidence and
insights from the case and other relevant sources, and show strong integration across the
questions of insights and understanding gleaned from your analysis.
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Case Study: Rich’s Products and Healthy Eating Consumers: Corporate Ethnographic Techniques
Barretta, Paul G. & Barrett, Molly (2016: 2024 - Do my homework - Help write my assignment online) Rich’s Products and Healthy Eating Consumers: Corporate
Ethnographic Techniques. SAGE Publications: SAGE Business Cases Originals.
The case study can be found within the Assessment 1 resources.
Links to other supplementary information that you could use:
Rich’s Products Website: www.richs.com
(paste link into https if link does not work)
Presenting your case study analysis
The case analysis should be presented in “problem and solution” format. The following elements
need to be included in the written analysis that you submit:
Cover page: Your final work should include a cover page with the work’s title, your names and
student numbers, name and code of the unit and the date of submission. (not included in the word
count).
Executive Summary (no more than 1 page in length) and Table(s) of Contents: (not included in the
word count)
Main body: The main body should provide analysis of the case study problems posed in the THREE
questions. Use headings and sub-headings, and figures and tables, et cetera to help explain your
points and to keep your arguments concise.
References: A complete citation of all work/research of others referenced should be included in a
list of references (not included in the word count). As this is a post-graduate unit, and students are
required to have advanced research and critical skills, a minimum of 20 references, mostly from
peer-reviewed sources, is expected. Harvard style of referencing should be used throughout the
main body. Your analysis needs to be based on your own external research using quality external
sources. Assignments that only draw from the case, prescribed textbook and readings, and
rudimentary or questionable webpages (e.g., Wikipedia, the Online MBA), or other textbooks are
unlikely to be awarded a pass grade.
Word limit
Please note that 3000 words is the word limit for ALL assignments – quantity does not equal
quality. The word limit includes all material that you wish the assessor to read. This includes tables
and figures. The cover page, Executive Summary, Table(s) of Contents and reference list are not
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counted in the word limit. Assignments outside this word limit range will reduce the assessed
grade.
Submission Instructions
Due date and time
Monday 17 December (Week 7) by 5.00pm AEDT. Please submit only ONE copy per group.
Group or individual sign-up
Please sign-up to a group via CloudDeakin as soon as possible even if you are a group of one, two
or three members as signing up to a group will open the Dropbox for submission of your
assignment. Do not leave this to the last minute. Please click on the “Tools” tab and then select
“Groups”. Then click on “View available Groups” and select the relevant group. In addition, maintain
contact with group members. You (not the unit team) are responsible for group management. Get
on top of problems quickly, and make decisions in the same way that you would as an executive.
You must keep a backup copy of every assignment you submit, until the marked assignment has
been returned to you. In the unlikely event that one of your assignments is misplaced, you will need
to submit your backup copy.
Any work you submit may be checked by electronic or other means for the purposes of detecting
collusion and/or plagiarism.
When you are required to submit an assignment through your CloudDeakin unit site, you will receive
an email to your Deakin email address confirming that it has been submitted. You should check that
you can see your assignment in the Submissions view of the Assignment Dropbox folder after
upload, and check for, and keep, the email receipt for the submission.
Extensions
Extensions to the date for submission of this assignment will be considered only if a written
request is submitted and negotiated with the Unit Chair prior to the submission date, via email to
the Unit Chair (see email address on unit Cloud home page for unit team profile members).
Extensions are only granted for unexpected and extenuating circumstances. Work or other study
commitments are not considered sufficient reason for an extension to the due date of work.
Other notes on written submissions:
1. All submissions should be 1.5 spaced. Allow a minimum of 25mm (1”) on left, right, top and
bottom margins. All pages should be numbered.
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2. Do not use first person, e.g., “I” and “we” and avoid colloquialisms and clichés.
3. All tables and figures need to be numbered and labelled and referred to as such in the text
before they appear.
4. You should adopt the Harvard style of referencing, i.e., in text referencing (e.g., Kay,
Polonsky and Inglis, 2017). All quotations and references should be properly sourced.
Inadequate details of publications and other sources will reduce the assessed grade.
5. The assignment will be assessed as a complete piece, i.e., all members of a group are
responsible for its overall quality. Whether you work in a group of two or three members,
ALL members are responsible for the quality of the entire document.
6. Rewrite until it is clear and interesting. The first draft never works. Proofread to eliminate
obvious errors. Even better, ask someone else to proofread. Correctness and accuracy in
spelling, syntax, grammar and punctuation are expected at post-graduate level. Readers will
think that small errors are due to a lack of care and generalize about your analysis. Errors in
the submitted work will reduce the assessed grade.
7. Treat your submission the same way you would treat a professional work submission. Get it
in on time, at a level of quality that you would be happy to hand to your boss.
8. Submit WORD doc version of your assignment to Dropbox on the CloudDeakin unit site by
uploading it in the Submit Files area of the Dropbox. Well done!!
Notes
• Penalties for late submission: The following marking penalties will apply if you submit an
assessment task after the due date without an approved extension: 5% will be deducted from
available marks for each day up to five days, and work that is submitted more than five days
after the due date will not be marked. You will receive 0% for the task. 'Day' means working
day for paper submissions and calendar day for electronic submissions. The Unit Chair may
refuse to accept a late submission where it is unreasonable or impracticable to assess the task
after the due date.
• For more information about academic misconduct, special consideration, extensions, and
assessment feedback, please refer to the document Your rights and responsibilities as a
student in this Unit in the first folder next to the Unit Guide of the Resources area in the
CloudDeakin unit site.
• Building evidence of your experiences, skills and knowledge (Portfolio) - Building a portfolio
that evidences your skills, knowledge and experience will provide you with a valuable tool to
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help you prepare for interviews and to showcase to potential employers. There are a number
of tools that you can use to build a portfolio. You are provided with cloud space through
OneDrive, or through the Portfolio tool in the Cloud Unit Site, but you can use any storage
repository system that you like. Remember that a Portfolio is YOUR tool. You should be able
to store your assessment work, reflections, achievements and artefacts in YOUR Portfolio.
Once you have completed this assessment piece, add it to your personal Portfolio to use and
showcase your learning later, when applying for jobs, or further studies. Curate your work by
adding meaningful tags to your artefacts that describe what the artefact represents.

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