Marketing Strategy and Planning Portfolio

Marketing Strategy and Planning Portfolio 150 150 Affordable Capstone Projects Written from Scratch

Marketing Strategy and Planning Assignment 3: Portfolio Word/time limit: 3500 (+/- 10%) Weighting: 35% I only require the 1st part of the assignment to be completed which is the 3 news items analysis. Part 2 is a reflection of group work which I need to complete, those two sections make up 3500 words. Assignment Overview A portfolio is a learning tool that introduces students to critical reflection as learning, negotiating uncertainty throughout learning, and to learning as process and not just as product. As such, a portfolio is ‘a purposeful collection of student work … [and] that collection must include student participation in selecting content’ (Paulson, Paulson & Meyer, 1991, p. 60), as well as self-reflection. Portfolios are designed to engage students in a process of inquiry into what they are learning, or have learnt, and they ‘promote thinking about what lies ahead for improvement and future learning’ (Zubizarreta, 2009, p. 41). A portfolio, therefore, is an authentic task that encourages engagement and reflection in learning and the connections between that learning and professional practice, and the thoughtful structuring and presentation of those connections and that learning. Related learning outcomes This assignment assesses the following unit learning outcomes: Develop strategies and research-based responses to address real world issues and problems using relevant decision making theories and frameworks. Analyse and synthesize information from diverse sources relating to the global competitor environment and global customer base for an organisation. Assignment overview Assignment details This portfolio assignment task requires you to develop and maintain a portfolio comprising two elements over the teaching period. In completing this assignment, you will demonstrate your ability to apply learning from this unit to real world scenarios, trends and events, and to write reflectively on the construction of your portfolio and the learnings to do with marketing that this process facilitated. The portfolio assignment is a continuous set of exercises with a final submission due in Week 12. It is an individual assignment piece that is to be undertaken during the teaching period. It comprises two tasks: Task 1: News item analysis (27%) A collection of three (3) news items from local, national or international business news media (e.g. Business – ABC News (Links to an external site.)Links to an external site. and The Australian Business Review (Links to an external site.)Links to an external site.) that are analysed in order to identify and critically assess what companies are up to creatively, ethically, and/or commercially. You must critically analyse three (3) current news items preferably from different companies over the course of the teaching period and your analysis should reference theories learned throughout the unit. Each news item submission must NOT be longer than 800 words – you may be able to complete the task using only 500 words – and address the following three questions: What are the marketing issues illustrated in this news item? Why do you think these issues have arisen? Who are the stakeholders? What do you think are the likely reactions by the stakeholders to the situation that the company or organisation is finding itself in? How would you respond to the issues and why? In answering this question you need to justify your proposed responses by using strategic marketing theory. Please note that there will be scheduled discussions throughout this unit where you submit your news items to recieve eLA and peer feedback on your analysis which will contribute substantially to the fulfilment of this assignment task. Once you have received eLA feedback, it is your task to act on the feedback as you see fit. It is expected that your portfolio will contain a copy of the news items in the appendices or easy to access links. The news items need to be referenced at the end of your portfolio using the Swinburne Harvard Style of referencing. Portfolio structure Your portfolio should include the following: Assignment cover sheet. Title page. Table of contents. News item review: News item 1 review. News item 2 review. News item 3 review. References (Harvard). Appendices. Important note: It is expected that your portfolio will contain a copy of the news items in the appendices or easy access to their links. The news items need to be fully referenced at the end of your portfolio using the Swinburne Harvard Style of referencing. Supporting resources The following resources will assist you with the successful completion of this assignment. How to write reflectively (Links to an external site.)Links to an external site. (Swinburne Online 2017). Reflective writing (PDF 339 KB)Preview the document (Swinburne University 2017).

 

 

 

 

Answer Preview

Wattles, J. (2018). Amazon to (finally) open no-checkout store in Seattle. [online] CNNMoney. Available at: http://money.cnn.com/2018/01/21/technology/business/amazon-go-seattle-store/index.html [Accessed 11 Jun. 2018].

Amazon Go, primarily, targets the retail consumers. The store sells the typical groceries found at the convenience stores in addition to products such as the Amazon Meal Kit, ready-made foods, junk foods, and snacks. It also features foods specially prepared by the chefs at the stores. The most attractive feature of this new establishment, of course, is convenience of fast shopping without the unnecessary delays prompted by long lines. This innovative step in retail shopping has revolutionized the retail sector with even greater implications in the marketing of products and services within the retail sector. Briefly stated, the marketing strategy for Amazon Go revolves around geo-fencing, use of personalized offers to the customers, and implementation of location-based tactics. The establishment will face competition from the retailers such as traditional convenient stores, Target, and Amazon, with the biggest competition coming from the Amazon due to the economies of scale. However, with proper funding to boost the acquisition of products on a large scale, product diversification, and the added advantage of having no check out delays, Amazon go will be able to compete favorably among the high performing retail companies. On a broader context in the global scale, Alibaba is a competing company with a relatively similar concept developed and applied to its Hema stores that operate on self-checkouts by the clients (Weinsig, 2018). From a budgetary point of view, Amazon Go eliminates marginal costs incurred through the use of cashiers. It is sustaining rather than disruptive and could potentially lead to more profits.


 

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