Assessment item 2 Understanding marketing Value: 25% Length: 2000 words Task The next stage of the marketing audit is for you to evaluate the opportunities and threats that exist for your chosen organisation (McDonald’s). Referring to the chapters 2, 4, 5 and 6 of the text, and with the use of secondary research, please provide informed answers to the following questions: 1. What is happening to market size, growth, geographical distribution and profits? 2. What are the major market segments? What are their expected rates of growth? Which are high opportunity and low opportunity segments? 3. How do different groups of customers make their buying decisions? In the case of a not for profit organisation, this would be decisions to use its services. 4. Who are the major competitors? What are their strengths and weaknesses? What are their sizes? and tends in market share?
Online submission via Turnitin is required for this assignment. Rationale This assignment is the second part of the marketing audit and focuses student learning on a macro analysis of an organisations customers and competitors, which is of vital importance to marketing. Marking criteria HD (85-100%) D (75-84%) CR (65-74%) P (64-50%) F (>.50%) Presentation /5 Shows a polished and imaginative approach to the topic Carefully and logically organised Shows organisation and coherence Shows some attempt to organise in a logical manner Disorganised/incoherent Content and range /5 Comprehensive/detailed knowledge of topic with areas of specialisation is depth and awareness of provisional nature of knowledge. Reasonable knowledge of topic and an awareness of a variety of ideas/contexts/frameworks. Has given a factual and/or conceptual knowledge base and appropriate terminology Evidence of limited knowledge of topic and some use of appropriate terminology Lacks evidence of knowledge relevant to the topic and/or significantly misuses terminology Attention to purpose. /5 Has addressed the purpose of the assignment comprehensively and imaginatively. Has addressed the purpose of the assignment coherently and with some attempt to demonstrate imagination. Has addressed the main purpose of the assignment. Some of the work is focused on the aims and themes of the assignment Fails to address the task set. Reflection /evaluation /5 Can critically review evidence supporting conclusions/ recommendations including its reliability, validity and significance and can investigate contradictory information/ identify reasons for contradictions. Can select appropriate techniques of evaluation and can evaluate the relevance and significance of data collected. Can evaluate the reliability of data using defined techniques and/or tutor guidance. Limited and only partially accurate evaluation of data using defined techniques and/or tutor guidance. Fails to evaluate or use techniques of evaluation, or evaluations are totally invalid Referencing /5 Referencing is consistently accurate. Referencing is mainly accurate Some attempt at referencing Referencing is absent/ unsystematic PLEASE NOTE THAT THE DESCRIPTIONS ARE TYPICAL IN THE MIDDLE OF THE GRADE RANGE.
No comments:
Post a Comment