Internal and External mode students must upload their assignment [safe assign] on Blackboard, see assessment section for upload facility.

Internal students must ALSO submit a copy to Assignment Minder.

NOTE in accordance with THE NEW QUT ASSIGNMENT POLICY* … any late assignments will not be marked, with the exception if you have applied for and received an extension [for genuine special circumstances only] . *SEE notice in assessment section.

If you find yourself unable to complete the assignment you should still submit what you have completed by the due time. Better to receive some marks than none.

NOTE: The organisation set for this semester is Aldi Supermarkets, Australia.

However, if external students do not have an Aldi Supermarket in their town – you need to contact Lynda Andrews to negotiate a similar supermarket for the assignment.

Aldi Supermarkets have expanded rapidly throughout Australia since opening a few stores in the late 1990s. In recent years they have changed their initially key marketing approach as they have grown into a greater competitive threat to the main food retailers, Coles and Woolworths. There are, however, still significant differences between Aldi and their competitors.

As post-graduate students you are required to undertake research and analysis of this organization with reference to Marketing Management theory. Your assignment should be much more than description or opinion – it should show evidence of research with clear reference to marketing management theory as covered in lectures and your textbook and, for high achieving students, further reading. All research and application of theory should be supported with in-text reference using APA.

It is important to note that

Unsupported general, descriptive or opinion based discussion in any section will result in very low marks.
In particular for the 7Ps analysis and recommendations, discussion which is not based on theory from lectures, the textbook and tutorials will result in very low marks

Begin your research by visiting Aldi web site: http://www.aldi.com.au They have stores located throughout Brisbane – find one to visit as part of your research.

External students should be able to find an Aldi store nearby; however if not, please advise the lecturer and an alternative supermarket organisation may be approved.

Students should include an assignment cover sheet, with word count clearly indicated. The required referencing style is APA and comprehensive guidelines can be found in Cite-Write, which is downloadable from the QUT library home page. The assignment sections are now outlined for your guidance.

Title page (separate page – not part of word count): Remember this is a business report that could be read by higher level management at the Organisation. So it requires a title page that provides an indication of what the report is about – who it is for – and who wrote it (you!).

Introduction: (not part of word count)

You should provide a brief introduction to your report to just provide a brief background to the organisation and what you will do in the report.

Marketing Analysis – Micro Trends

The micro environment includes all the actors close to the company that affect, positively or negatively, its ability to create value for and relationships with its customers. This includes:-­? the company, suppliers, marketing intermediaries, competitors, publics and customers Chapter 3 of the textbook discusses these factors in detail and should be your starting point for developing a clear picture of the trends and forces that impact the organisation.

Select two (2) of these microenvironment trends that you consider most important, based on your evaluation of the trends for your organisation. Evaluate and discuss how each one might have consequences for or could impact the organization [e.g. does it represent an opportunity, a threat, etc. ?]. Provide a justification for what makes these two micro trends more important than the others. Support your discussion of the trends with appropriate secondary sources, using in-text referencing.

This section should be set out under the following headings:

Marketing Environment Analysis – Micro Trends (250 – 300 words)

1.1 Trend One

1.2 Trend Two

Marketing Analysis – Macro Trends

The macroenvironment consists of the larger societal forces that affect the microenvironment. The macroeconomic consists of factors including demographic, economic, natural, technological, political and social, and cultural. As with the previous section, these are discussed in detail in Chapter 3 of the text book and should be your starting point for developing a clear picture of the trends and forces that impact your organisation.

As with the previous section, select the two that you consider most important of these macro trends, evaluate and discuss how each might have consequences for or could impact on the organisation and its business / marketing environment [opportunities or threats]. Provide a justification of what makes these macro trends more important than the others. Support your discussion of the trends with reference to appropriate secondary sources, using in-text referencing. This section should be set out under the following headings:

Marketing Environment Analysis – Macro Trends (250 – 300 words)

2.1 Macro Trend One

2.2 Macro Trend Two

The next section of the assignment deals with a critique of the current marketing mix approach of the organisation. More information on the marketing mix can be found in textbook, briefly outlined in Chapter two, p. 78 and then see the relevant chapters in the book – which will be highlighted in the lectures and tutorials.

The first step is to outline their current approach as precisely as you can [but note the word limit!] and provide examples [further details and exhibits of these may be included in the appendix of your assignment]. This step needs to provide a precise picture of each element of the marketing mix, e.g. the current message strategy approach and the channels selected to communicate this message to consumers. The second step in this section is to provide a critique of the current marketing mix approach and justify your analysis against specific marketing management theory. A good starting point for theories is the lecture slides and the textbook [and also journal articles for those wishing to excel]. Note: in this section, if you consider that the organisation is doing something well – it is acceptable to indicate this as not every P in their marketing mix would be ineffective.

Remember, as a real world marketing executive you would be expected provide support for your decisions and make a convincing argument as to what aspects of the organisation’s marketing approach are effective and which elements are in need of adjustment. Again, note the word limit. You need to be precise so do not just generalize or offer unsupported opinion.

This section should be set out under the following headings and remember to use in-text references to support each part of your outline and evaluation.

Marketing Mix – Overview and critique (500 – 600 words)

3.1 Overview of Current Marketing approach

3.2 Critique of Effectiveness

I suggest this part could done efficiently in table form as follows:

Current Approach Critique of effectiveness
Product

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Posted on May 1, 2016Author TutorCategories Question, Questions