Assessment 2 Research Project [35%] Learning objectives: In section 3 of the e-book, the CADDIE planning process of collecting and analyzing relevant information, designing and developing a business-marketing plan, implementing and evaluating the necessary marketing action plans is outlined. In this assessment you will work through the Collect and Analyse [CA] steps of the CADDIE planning process and demonstrate your understanding of COMP factors. This assessment will provide a foundation for assessment 3. Scenario: You are now working at the boutique retail marketing consultancy – as a market researcher. Shaver Shop was founded in 1986 and grew to have 100 stores before conducting an initial public offering and listing on the Australian Stock Exchange on 1 July 2016. Since then they have had mixed results. The opening of Amazon’s Australian operation may create concerns about the prospects for similar Australian retail businesses. In your report, you need to identify the COMP factors currently at play and those impacting the foreseeable future. This will mostly involve secondary research [i.e. utilising existing information sources] and also involve some degree of assumption where full information is not readily available. Fortunately, Shaver Shop is listed on the Australian Stock Exchange [ASX] so investor reports and presentations made by the company may provide a rich source of data. Task: The consultancy has been commissioned to produce a report which involves analysing the situational factors related to the recently listed retail business Shaver Shop.
FBL5020 Marketing Leadership 7
The report will cover the COMP factors for Shaver Shop: Customer- including primary and secondary targets markets Organisation- the company’s current competencies and deficiencies Market- the market conditions including key competitors Product- the current ‘Total Product’ offering made by Shaver Shop both online and in store A SWOT matrix [strengths weaknesses, opportunities and threats] will then be developed and included in the conclusions section of the report [note: this will prove to be a useful summary when it comes to competing Ass. 3]. Format: The submitted report should be Microsoft Word document 2250 words [10% tolerance] in length (excluding references, table of contents page, cover page and appendices). 12-point Arial or Times Roman Numeral font, 1.25 spacing. The report must be appropriately referenced and may include photographs, tables, diagrams, illustrations.