12 May WHAT DIRECT AND INDIRECT COMPETITORS CURRENTLY SATISFY THE NEEDS OF YOUR PROPOSED TARGETS?
Identify relevant trends in the macro environment that affect your product.
Identify the wants and needs your product serves. What benefits you offer, and which product features will deliver them.
2.3 Competitor assessment
Define the industry in which you compete.
Assess the industry’s five competitive forces.
Identify critical success factors.
What direct and indirect competitors currently satisfy the needs of your proposed targets?
What competitive advantages and disadvantages will specific competitors have? Will you have?
What competitive responses to your entry are likely?
2.1,2.2,2.3: 10 points
2.4 Marketing strategy 15 points
What are your marketing objectives?
How will your offering be positioned?
Product decisions: features, augmented product, brand (make sure to have descriptions for all elements of the product like packaging, logo, brand name, quality level, country of origin where applicable etc.)
Pricing decisions: pricing strategy, pricing specifics, relative price positioning.
Promotional strategy: Integrated marketing communications objectives and plan, copy platform, media plan, consumer promotion plan.
3. Marking criteria for presentation of the report, structure, references of the assignment
Referencing, structure and general presentation of report 5 points
(this includes formatting, coherence, clarity, spelling and grammar)
CW1 ELEMENT 1: Total Marks 35/50
CW1 Element 1: Group presentation 5/50 points
Assessment criteria for presentation:
Students have to prepare a clear, interesting, presentation on the group report and be prepared to answer questions. Presentations will take place on week 15.
Marketing criteria:
Clarity/Use of theory to support arguments
Idea generation/Structure
Professionalism in presenting (all group members should present) in a timely manner making sure that slides are clear, readable, interesting.
Timely (25 minutes)
Successfully conveying the key concepts of the project and properly addressing all questions raised in the brief.
CW1 Element 2 Peer assessment: 10/50 to be handed in in hard copy during the day of the group presentation.
Individual contribution as assessed by peers:
Peer Assessment as per the relevant form to be found below
Peer assessment is anonymous and grade will be calculated based on the average mark
PEER EVALUATION FORM
Note: Only the instructor will view these peer evaluations.
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