Marketing Project

| October 16, 2015

MARKETING
CSA Final Assessment – Marketing Project
WORTH: 30% of Course Grade
MARKS AVAILABLE: 100
WORD COUNT: Minimum: 1,200 words
Maximum: 1,600 words
CONDITIONS: This is an individual assessment task.
Tasks must be handed in by the deadline. Failure to submit on time will result in a deduction of 5% for each day over the deadline.
Project Details: Individually you are required to identify a company, local or multinational, with operations in the UAE. This should be a FMCG ( Fast moving consumer goods ) company who are involved in marketing regularly used household and personal care products ( e.g. Facial wash, shower-gels, shampoo, skin cream, toothpaste, soft drinks, household cleaners, fabric wash, fabric softeners, etcs) You are required to research the company to understand its marketing environment. You are also required to identify a marketing opportunity for a new product for this company. You will conduct a market research to evaluate the marketing opportunity and the marketing mix that you propose. In order to the market research you will need to develop a sampling plan and a questionnaire. You will need to get approval of your questionnaire from the concerned faculty before you can start your research.
Based on your market research you will analyze key findings and arrive at conclusions about the new product and marketing mix strategy. You marketing mix strategy should include the 4 Ps. Your will write a report based on the detailed assessment criteria and format outlined in this brief and submit no later than 31st May 2012.
INDUSTRY MARKETING PROJECT REPORT FORMAT AND ASESSMENT CRITERIA
1. Organization introduction
Introduction of the organization is not included or if it is included it is incomplete or incorrect. Brief introduction of the organization including the country of origin, nature of business, background history in UAE as well as worldwide if a multinational company.
0 2 4 6 8 10
2. Marketing environment
The Macro and micro environment of the company has not been analyzed using all factors. The Macro and micro environment of the company has been analyzed using all factors.
0 2 4 6 8 10
3. Segmentation
One of the core product market of the company has not been well segmented using relevant variable/s One of the core product market of the company has been well segmented using relevant variable/s
0 2 4 6 8 10
4. Current product description
The core, actual and augmented level of one of the key products has not been clearly described. The core, actual and augmented level of the one of the key product is clearly described.
0 2 4 6 8 10
5. Current target market
Target market is not identified. Target market is identified.
Target market is incorrectly or incompletely described. Target market is correctly described with at least 3 describing variables.
0 2 4 6 8 10
6. Description of the marketing opportunity
The marketing opportunity that this organization is facing and the reason has not been discussed in details including reasons from marketing environment..
The marketing opportunity that this organization is facing and the reason has been discussed in details including reasons from marketing environment.
0 2 4 6 8 10
7. Marketing analysis
Report does not shoe clear description of how the opportunity was analyzed and key findings arrived at is not clear. A sample of the questionnaire is not attached (actual or electronic) Report shows clear description of how the opportunity was analyzed and key findings arrived at. A sample of the questionnaire is attached (actual or electronic)
0 2 4 6 8 10
8. Proposed product and/or service
The product launch is not rationalized based on market analysis. The product and/or service is not fully described using the core, actual and augmented level The product launch is rationalized based on market analysis. The product and/or service is fully described using the core, actual and augmented level.
0 2 4 6 8 10
9. Proposed pricing
The product pricing is not rationalized based on market analysis. The pricing strategy is not clearly described with reasons. The product pricing is rationalized based on market analysis. The pricing strategy is described with reasons.
0 2 4 6 8 10
10. Proposed distribution process
The distribution process for the product is not discussed clearly. The distribution process for the product is discussed clearly.
0 2 4 6 8 10
11. Proposed promotion mix
The promotion mix is not developed in depth covering all elements that the organization uses – advertising, personal selling, sales promotion, publicity, direct marketing and internet based marketing etc. The promotion mix is developed in depth covering all elements that the organization uses – advertising, personal selling, sales promotion, publicity, direct marketing and internet based marketing etc.
Sample of a new proposed promotion tool is not attached and/or are not analyzed. Sample of a new proposed promotion tool is attached and analyzed.
0 2 4 6 8 10
12. Report
The report was not written in the appropriate format. The report was written in appropriate format.
The language, style and content of the report is not very good. The language, style and content of the report is excellent.
The report had several editing mistakes. The report did not have editing mistakes.
0 2 4 6 8 10
GRADE DESCRIPTORS
Grade 9-10: Excellent
Overall, a very impressive and excellent piece of work. Includes the majority of the following features:
• Demonstrates an understanding of the task which may be beyond what is expected, but which is always relevant.
• Original perspective on the problems in question. Contextualization of sources and viewpoints and comprehensive evaluation of contributions. Insightful application of relevant theories in addressing the issues/questions.
• Use of wide range of relevant sources, which are integrated and critically evaluated.
• Well-structured and organized with a clearly developed line of reasoning. Appropriate length.
• Referencing follows consistent academic conventions with all references fully and accurately cited.
• Clear, articulate style with accurate spelling, word choice and grammar. Target band level surpassed by 1.0
Grade 8-9: Good
Overall, a good and commendable piece of work. Includes the majority of the following features:
• Demonstrates sound understanding of the task. Presentation of points and arguments generally relevant to the question.
• Sustained commentary on evidence and materials used. Inclusion of appropriate critical perspective. Use of theoretical models in a relevant way to address the issues/questions.
• Sound understanding of main sources of literature, well summarized and used in a critical and relevant way.
• Clear structure and presentation. Control of length.
• Generally consistent and accurate referencing.
• Generally accurate spelling, word choice and grammar. Target band level surpassed by 0.5.
Grade 7-8: Satisfactory
Overall, a satisfactory piece of work. Includes the majority of the following features:
• Understands main point of the task. Most points and arguments presented are relevant to the question.
• Adequate commentary on evidence and materials used. Some evidence of critical awareness. Use and understanding of theoretical models, but in a fairly pedestrian way.
• Adequate range of source material consulted. Clear understanding of the literature used.
• Good structure and presentation, minor problems in organization do not impede communication. Control of length
• Generally consistent referencing.
• Comprehensible spelling, word choice and grammar, inaccuracies do not impede meaning. Target band level achieved.
Grade 5-6: Marginal Pass
Overall, a bare pass. Includes the majority of the following features:
• Understanding of basic concepts and effort made to relate them to the question.
• Argument mainly descriptive points and/or points which requires greater substantiation. More development of ideas needed to sustain an argument. Identification of main issues, but little critical awareness.
• Some evidence of reading and understanding of the literature, but range and /or relevance very limited.
• Attempt made at coherent presentation, but ideas not well integrated. Length may be considerably off target.
• Some attempt at consistent referencing.
• Comprehensible spelling, word choice and grammar, although inaccuracies may sometimes impede meaning. Below the target band level.
Grade 0-4: Failure
Overall, a very poor piece of work. Includes the majority of the following features:
• Inadequate or misunderstanding of task. Purely descriptive account with little or no analysis.
• Irrelevant comments and/or assertions, which are not supported by meaningful evidence. Little evidence of integration of various sources to sustain an argument. Lack of any critical or appreciative framework.
• Few relevant sources used and/or little use of literature.
• Unstructured presentation and/or lack of coherence, which impedes understanding. Length problematic.
• Little or no attempt at consistent referencing.
• Major inaccuracies in grammar, word choice and spelling. Well below the prescribed proficiency IELTS.
i will give you the company and the products
Al Rabie Saudi Foods Co. Ltd.
http://www.alrabie.com/index.php?lang=en
the product will be a juice with lemonade with mint flavor

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