Description Purpose This task provides you with opportunities to learn the knowledge (GLO1 & ULO1), communication (GLO2 & ULO 2), and analysis and synthesis of information using digital skills (GLO 3 & ULO3) required in the study and practice of business marketing. By completing this task, you will develop your skills in researching, understanding, applying, evaluating, and presenting information required of business marketing professionals. Context/Scenario You are the Marketing Assistant for the Australian Packaging and Machinery Company (APMC). APMC is an Australian company that makes and sells plastic wrapping to food and drink manufacturers. In Part A of this assignment, you researched and sourced the required data from Passport database and prepared the data for estimating demand and segmenting the market. In Part B (this assignment), you are required to submit a report on your market analysis conducted in Part A and target market strategy. Specific Requirements The task in assessment 1B requires following steps: A. Market Analysis will comprise: 1. Reporting market demand. This will include demonstration of an understanding of finding, using, and presenting market data related to demand of APMC products appropriately. 2. Segmenting the market and evaluating segments to identify target market segments for APMC. This will include explanation of the process you went through and the choices you made when you segmented the market and identified target markets. B. Target Market Strategy Based on the Market Analysis, you will propose a business-to-business target market strategy explaining and justifying how APMC will establish and maintain a long-term business presence in the market for the country you selected. You target market strategy will comprise: 1. Product strategy in the target market(s). This will include demonstration of an understanding of value-creation, product positioning, and customer service. 2. Distribution strategy in the target market(s). This will include demonstration of an understanding of channel concepts and processes. 3. Promotional strategy in the target market(s). This will include demonstration of an understanding of Integrated Marketing Communication (IMC) concepts and processes. 2 4. Personal selling and sales management strategy in the target market(s). This will include demonstration of an understanding of how the salesforce will be organized, how the selling effort will be deployed, and how APMC will manage the salesforce. 5. Pricing strategy in the target market(s). This will include demonstration of an understanding of pricing concepts and processes. The concepts and processes required to complete Assessment 1B are provided in Classes and Workshops for Week 1 to Week 10, located the Cloud Resources folders. Critical information for this assessment task is also provided the Target Market Background document. Assignment 1B rubric is provided separately on the unit site. Reports not meeting a presentation standard required for a Deakin University level-3 and a top-10 Australian company will be penalized or returned ungraded. Your Assessment 1B is submitted as a MS Word document and is based on Part A Word document on provided template and must include the following information: Table of Contents List of Tables List of Figures List of Appendices Market Analysis  Market Demand  Market Segmentation Target Market Strategy  Product Strategy  Distribution Strategy  Promotion Strategy  Personal Selling and Sales Management Strategy  Pricing Strategy You will include tables, graphs and appendices that you submitted for Part A, as well as add more tables, graphs and appendices (as required) that may relate to analyses for your target market strategies. Learning Outcomes This task allows you to demonstrate your achievement towards the Unit Learning Outcomes (ULOs) which have been aligned to the Deakin Graduate Learning Outcomes (GLOs). Deakin GLOs describe the knowledge and capabilities graduates acquire and can demonstrate on completion of their course. This assessment task is an important tool in determining your achievement of the ULOs. If you do not demonstrate achievement of the ULOs you will not be successful in this unit. You are advised to familiarise yourself with these ULOs and GLOs as they will inform you on what you are expected to demonstrate for successful completion of this unit. The learning outcomes that are aligned to this assessment task are: 3 Unit Learning Outcomes (ULOs) Graduate Learning Outcomes (GLOs) ULO1 Apply fundamental marketing concepts and processes in business-to-business marketing contexts. GLO1: Discipline-specific knowledge and capabilities ULO2 Develop and communicate a written plan for targeting a business market. GLO2: Communication ULO3 Critically analyse and synthesise information from academic and industry publications, market research, and other business-to-business marketing sources. GLO3: Digital literacy Submission You must submit your assignment in the Assignment Dropbox in the unit CloudDeakin site on or before the due date. When uploading your assignment, name your document using the following syntax: surname_your first name_your Deakin student ID number_[unitcode].doc (or .docx). For example, Jones_Barry_123456789_ABC123.doc. Submitting a hard copy of this assignment is not required. You must keep a backup copy of every assignment you submit until the marked assignment has been returned to you. In the unlikely event that one of your assignments is misplaced you will need to submit your backup copy. Any work you submit may be checked by electronic or other means for the purposes of detecting collusion and/or plagiarism and for authenticating work. When you submit an assignment through your CloudDeakin unit site, you will receive an email to your Deakin email address confirming that it has been submitted. You should check that you can see your assignment in the Submissions view of the Assignment Dropbox folder after upload and check for, and keep, the email receipt for the submission. Marking and feedback The marking rubric indicates the assessment criteria for this task. It is available in the CloudDeakin unit site in the Assessment folder, under Assessment Resources. Criteria act as a boundary around the task and help specify what assessors are looking for in your submission. The criteria are drawn from the ULOs and align with the GLOs. You should familiarise yourself with the assessment criteria before completing and submitting this task. Students who submit their work by the due date will receive their marks and feedback on CloudDeakin 15 working days after the submission date. Extensions Extensions can only be granted for exceptional and/or unavoidable circumstances outside of your control. Requests for extensions must be made by 12 noon on the submission date using the online Extension 4 Request form under the Assessment tab on the unit CloudDeakin site. All requests for extensions should be supported by appropriate evidence (e.g., a medical certificate in the case of ill health). Applications for extensions after 12 noon on the submission date require University level special consideration and these applications must be must be submitted via StudentConnect in your DeakinSync site. Late submission penalties If you submit an assessment task after the due date without an approved extension or special consideration, 5% will be deducted from the available marks for each day after the due date up to seven days*. Work submitted more than seven days after the due date will not be marked and will receive 0% for the task. The Unit Chair may refuse to accept a late submission where it is unreasonable or impracticable to assess the task after the due date. *\'Day\' means calendar day for electronic submissions and working day for paper submissions. An example of how the calculation of the late penalty based on an assignment being due on a Thursday at 8:00pm is as follows:  1 day late: submitted after Thursday 11:59pm and before Friday 11:59pm 5% penalty.  2 days late: submitted after Friday 11:59pm and before Saturday 11:59pm  10% penalty.  3 days late: submitted after Saturday 11:59pm and before Sunday 11:59pm  15% penalty.  4 days late: submitted after Sunday 11:59pm and before Monday 11:59pm  20% penalty.  5 days late: submitted after Monday 11:59pm and before Tuesday 11:59pm  25% penalty.  6 days late: submitted after Tuesday 11:59pm and before Wednesday 11:59pm  30% penalty.  7 days late: submitted after Wednesday 11:59pm and before Thursday 11:59pm  35% penalty. The Dropbox closes the Thursday after 11:59pm AEST/AEDT time. Support The Division of Student Life provides a range of Study Support resources and services, available throughout the academic year, including Writing Mentor and Maths Mentor online drop ins and the SmartThinking 24 hour writing feedback service at this link. If you would prefer some more in depth and tailored support, make an appointment online with a Language and Learning Adviser. 5 Referencing and Academic Integrity Deakin takes academic integrity very seriously. It is important that you (and if a group task, your group) complete your own work in every assessment task Any material used in this assignment that is not your original work must be acknowledged as such and appropriately referenced. You can find information about referencing (and avoiding breaching academic integrity) and other study support resources at the following website: http://www.deakin.edu.au/students/study-support Your rights and responsibilities as a student As a student you have both rights and responsibilities. Please refer to the document Your rights and responsibilities as a student in the Unit Guide & Information section in the Content area in the CloudDeakin unit site.

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