This is Group assignment compare with other competing brand Please do good?. ?There are some addition to the assignment, You have to presentation slides of 18 pages, along with the assignment group task 2. Meanwhile please go through the assignment requirement and you get detail description about the group assignment task i.e., task 2 and presentation based on that task. the highly nominated product is laptop from our individual assignment
Group Assignment
Select ONE nominated high-Involvement product/service from those of the group members
Select ONE competing brand to that ONE nominated high-involvement product service
Compile a marketing strategy to CHANGE CONSUMERS
PREFERENCE from the nominated product to the competing product based on consumer behaviour insights
The overall purpose of the assessment is for you to demonstrate an "advanced and integrated understanding of a complex body of knowledge"
Report Overview
You will form a group (maximum of three group members) and choose ONE of the nominated products that group members wrote about in Assignment One. The second assignment requires the group to develop a NEW marketing mix strategy for a product that competes against the chosen nominated product. For example, your chosen nominated product may be the LG 55 inch full HD3D TV-the group then needs to develop a marketing strategy for a competing product, e.g. theHisense 55 inch full HD3D TV.
The report will demonstrate how your proposed marketing mix strategy will create and deliver sufficient customer value for the targeted consumer segment to change its preference from the chosen nominated product.DO NOT simply describe the competing products current marketing mix strategy
Your value proposition and marketing mix strategy will be graded based on your ability to prove via evidence from your research and analysis that consumers will, or is highly likely to, change their intended purchasing behaviour away from the nominated product chosen from Assignment 1.
Step 1 - Consumer Analysis - (500/600 words)
Describe the consumer / segment using the theory and frameworks from marketing to structure the information you are presenting. It is suggested you research a wide range of general marketing textbooks (658.8 in any library anywhere in the world) to find the most appropriate visual representation / structure to present your information and analysis. The purpose of using these frameworks is to provide a clear structure to the information you are communicating to your reader.
At the end of this section there must be an overall insight regarding the buying behaviour (need triggers, information search patterns, criteria for evaluating product alternatives, etc) of the target segment. This insight will be one of the underpinning components for the justification of your proposed marketing mix strategy.Please aim to provide at least four academic (text or journals) for this section. Use APA (in-text) referencing: FedUni Library - Referencing
Step 2 -Competitor Marketing Mix Analysis - (500/600 words)
For the nominated product that the consumer is intending to purchase, undertake an analysis of the value proposition and marketing mix for that brand/product. For example, your chosen nominated product may be the LG 55 inch full HD3D TV. You will analyse the current brand/product value proposition and marketing mix strategy with a focus on explaining why the value proposition and marketing mixof the brand might influence the decision making of the consumer / target segment to purchase this particular brand/product. Your analysis will need to be based on (evidenced by) examples of marketing communication, pricing, description of current channels of distribution, and product specifications. These can be included in the appendix of the report.
DO NOT just describe the marketing mix of your nominated product
As you only have 2000-3000 words the information in the body of the report may be presented as a table followed by you analysis of the table. Refer to Report Writing document in the assignment folder - see section on visualisation.
The end of this section must provide an overall insight as to why the value proposition and marketing mix of the nominated product might influence the consumer target market's decision making toward this product.You must be able justify your using theory and concepts from marketing
Step 3 - Proposed marketing mix strategy for competing product - (1,000 words)
For the product that is competing against the nominated product, e.g. the Hisense 55 inch full HD3D TV, you are to provide aclear value proposition statement anddetailed marketing mix strategy whose goal is to change the consumer's preferences away fromthe nominated product e.g.LG 55 inch full HD3D TV. As stated above, DO NOT explain the current marketing mix strategy but rather develop a marketing mix strategy the reflects your insight of the consumer in step one
Do not simply list proposed marketing mix activities. You will need to detail the goals and objectives of your marketing mix strategy, the value proposition your brand/product offers and along with a detailed description of your marketing mix strategy.
Step 4 - Justify proposed marketing mix strategy for competing product - (500 words)
The key focus of this section,is to explain and justify, using theory from marketingand the information analysed in steps 1, 2 & 3 above, why your proposed marketing mix strategy and value propositionwill, or is highly likely to, change the consumer target market's intended purchasing behaviour away from the nominated product.You are to use at least six additional textbook or journal articles from those used in step 1 above. Use APA (in-text)referencing :FedUni Library - Referencing
As you only have 2000-3000 words the list of marketing mix activities may be presented in the body of the report as a table followed by your analysis of the table. Refer to Report Writing document in the assignment folder - see section on visualisation.
Assessment Task Two - Group Business Report
• Report format-business (not an essay) - See below and Report Writing.
• DO NOT write in the first or second person (I, we, our)-write in third person only.
• Proof read at least three times for spelling, grammatical and logic errors.
• Font- Any San Serif font, e.g. Arial.
• Size-11.
• Paragraphs-fully justified.
• Paragraph spacing-one space before and after.
• Line spacing-1½ lines.
• All tables and diagrams labelled-they do not form part of the word count-check APA 6th Ed. manual
• APA reference style.https://www.ballarat.edu.au/library/assignment-and-research-help/referencing
• Signed and attached Business School Assignment Cover sheet.
There are cover sheets for Group Assignments-these are available on Moodle. Make sure you complete the forms properly. Failure to do so may result in a request to re-submit and then a penalty may apply if the assignment is late.
• An Assessment Criteria Sheet MUST be fully completed and attached to the front of the assignment-after the Business School Assignment Cover sheet.
Executive Summary (not counted in word count) - See Report Writing notes on how write ES
Introductory sentence/short paragraph
Major findings
Major recommendations
Table of Contents
Introduction
Background to the task (include brief description of the product)
Purpose of the report
Format of the report
Target consumer - description and insight. Use the theory of marketing / consumer behaviour to structure.
Explain and analyse nominatedvalue proposition and marketing mix strategy
Explain competing product value proposition and marketing mix strategy
Justify why the proposed value proposition and marketing mix strategyfor competing product will change consumers' preference.
Appendix - if required. See Report Writing notes for structure and purpose of appendix
Structure Assessment Task Three - Group Presentation
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General:
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First presenter should introduce the topic his/herself, group members and what section each member is covering. When finishing a section the person should introduce the next person and the section to be covered
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Time:
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20 minutes plus question time
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Font size:
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Minimum font 20 point
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Maximum number of points per slide
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Three (3) and two sub-points per main point (do not drown your audience in information)
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Maximum number of slides
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20-all slides are to be numbered
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Colours:
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Light background, dark font
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Tables, charts, etc.
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Yes, these can be included but do not make slide cluttered or difficult to comprehend. The audience needs to be able to see a clear link between the information on the slide and the point you are aiming to make. Use animation tools to in PowerPoint to highlight what is relevant
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Suggested structure. You do not have stick strictly with this however the points detailed below must be covered in some form. You can use Prezi if you wish. If you use Prezi upload .pdf of presentation
Slide 1 Title slide: presenters names and ID - show image of two competitng products
Slide 2 - 3 Consumer description structured using marketing theory. NOT just Roy Morgan
Slide 4 Key insight regarding consumer behaviour
Slide 5 - 7 Justification of consumer insight using theory, concepts from marketing theory and evidence from analysis
Slide 8 Value proposition of nominated product (include photo of product) and justification of value proposition
Slide 9 Table with description of marketing mix for nominated product from asssessment 1
Slide 10 Value proposition of competing product (include photo) and justification of value proposition
Slide 11 Table with description of marketing mix for competiting product
Slide 12 - 15 Justifiication / proof / logical argument that will convince a marketing manager that your proposed value proposition and marketing mix strategy for competing will cause a shift in preference away from nominated product. Critical to justify using the insight of the consumer combined with theory and concepts from marketing and your analysis of the market.
Slide 16 Thank you and Questions