The major assignment will be done individually. The major assignment requires a written business report of no more than 2500 words plus appendices. It is worth 45% to end of semester mark. The assignment is to submitted via Turnitin which will be explained to you in class in Week 2. There will be additional information explained in class by your lecturer as well as providing a Table of Contents. The assignment is divided into two sections with Section A due in Week 6 and Section B in Week 10 There are three (3) topics this semester which are1. UBER in Australia2. SUBWAYS3. DAVID JonesYou are allocated a topic by your lecturer. Please be very careful the information you discuss with your peers. Plagiarism could be the outcome of these discussions which there are significant penalties for. Section 1 – due in Week 6 (worth 20% and approx. -1200 words): a. A review of the marketing environment and the forces that shape it in the industry selected. You will need to examine each macro factor and identify the opportunities and threats it presents to marketers. Each factor will have at least one references explaining it. You are to include a fully explained SWOT. This can be included in a table.b. Discuss the level of involvement for two target market segment which are likely for your organisation in terms of the decision making. In other words, perform a consumer audit on each of the segments. Your answers can be put in a table in your appendix, but an explanation for both segment should also be included in the main body. Students are expected to include an explanation of both the internal and external influences affecting the buying behaviour of both segments. In addition, there should be an explanation of the c. Once you have an understanding of the marketing factors impacting on the particular industry, you will need to analyse their segmentation methods. Clearly explain why segmentation has been applied to your two (2) segments (target markets). In your explanation include 3 demographics, 2 behavioural, 2 geographic and 1 psychographics variable and explain why in your report. Discuss the different strategies used by the company in each of the segments. d. At the end of this report, a positioning map (Labelled) explaining the segments identified and the variables used (not quality and price). The student should seek to explain any USP or competitive advantages the company possess which has enabled them to enter the segments you have previously identified. e. Recommendation – which target market should they concentrate on in the future. This answer should be based on your analysis as described above. Section B – Due week 10 (Worth 25% and approx. -1200 words): Explain the marketing mix for the target market identified in Part (e) in Section A. You will need to consider only three elements of the marketing mix, but they need to be explained thoroughly. You will need to explain product and promotion, plus one of the other elements available: place, price, physical evidence, process and people. There should be ample evidence of research and preparation. Marketing texts will provide you wish a good basis for the theory, whilst industry reports, newspapers, magazines and company websites will provide you with specific examples. No use of Wikapedia, MBA.com or equivalent to be used in the report. There will be consequences if they are included in terms of mark reductions. The use of these web-site will be incur a 5% deduction in your mark.
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