Reference no: EM133525024 , Length: word count:1800
Marketing Leadership
Learning Outcome 1: Explain the marketing management process to achieve the strategic objectives of an organisation.Propose solutions to authentic marketing problems using critical thinking skills and appropriate research techniques
Instructions
You are now working at a boutique retail marketing consultancy - as a market researcher. The assumed scenario is that The Reject Shop Limited has commissioned your firm to develop a marketing plan for a new concept store. As the first step to preparing that marketing plan, your manager has asked you to research situational factors currently at play and those impacting the foreseeable future. This will mostly involve secondary research [i.e., utilising existing information sources] and will also involve some degree of assumption where full information is not readily available. The Reject Shop Limited is listed on the Australian stock exchange (ASX code: TRS), so investor reports and presentations made by the company may provide a rich source of data [among various other sources].
The aim of this assignment is to conduct a systematic, comprehensive and objective analysis of the situational factors affecting the industry and the company. This situational analysis report should not be more than 1800 words in length excluding the title page, executive summary, table of contents, tables, charts/graphs, the reference list and appendices.
Your assessment should show an application of relevant marketing concepts, theories, and analytic tools covered in the unit. The mark for this assessment will depend primarily on presenting appropriate and supporting evidence and on the ability to critically write and present the situation analysis report.
A suggested structure of the report and links to library databases and resources are provided on the following pages. Please go back and find the links for these under Assignment 2.
Other information
Please use the following referencing specifications: The ECU referencing format must be adhered to and it is necessary to fully reference ALL your research sources, both in-text and end-text. That is, if you look at a book or website and decide to use some of the information from it then you must cite it as a reference in-text where you use that information AND then cite the full source of the reference in the end-text reference list. You can download the ECU APA Referencing Guide and watch these videos on in-text citations and end-text referencing.
Use formal business English that is clear and easy for the reader to follow. Use new vocabulary introduced in the unit. Check your work for expression, grammar, spelling, and punctuation before submitting. Refer to this tip sheet on how to edit and proofread your work.
Ensure that your referencing is in accordance with university guidelines [APA 7th edition]. Students should demonstrate the quality of their study through quality in-text and end-text referencing. Those seeking higher marks (Distinctions and High Distinctions) need to not only utilise the textbooks but also research beyond this into various academic journal articles and texts. The textbook and around 4 other academic references (texts or Journal articles) would start to raise the standard of depth required for higher grades (of course, the number is not the only criteria and the references need to be relevant and used appropriately)
Word limit: 1800 (maximum) (excluding title page, executive summary, table of contents page, reference list and appendices)
Format: 12 size Arial or Times Roman Numeral font, 1.5 line spacing.
The report must be suitably referenced (using APA referencing style) and should include photographs, tables, diagrams, illustrations (as appropriate).