MMK368 – Business Marketing – Trimester 1 2024

Assessment Task 1 – Market Analysis & Target Market Strategy – Individual

DUE DATE: Part A: Thursday, 11th April 2024, by 8:00pm (Melbourne time)
Part B: Thursday, 9th May 2024, by 8:00pm (Melbourne time)
PERCENTAGE OF FINAL GRADE: 60% (Part A: 20% and Part B: 40%)
WORD COUNT (No 10% margin): 3,500 words (Part A: 500 words, Part B: 3,000 words)

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.
Scenario
AUStar manufactures automobile tyres for cars, motorcycles, and trucks since 1993. Over the last 3 decades,
it has met with success in the Australian market and has captured a 12% market share at the end of 2023.

You have been working in the automobile industry in Australia for 10 years and joined AUStar as GM of
Marketing and Strategy in 2017. In early January 2024, the top management team (TMT) has identified and
assigned 3 countries to you expand into. You have been given data on market segments to be targeted
through a comprehensive 4P (product, price, place, and promotion) marketing strategy plan.

For Assessment 1, we use data from Passport and make a few assumptions related to different countries and
categories (customer types) to proxy demand forecasts for tyres limited to these categories in these
countries. More customer categories may be present or conceived, but our analyses will be limited to
customer categories already assigned. The table below gives details of customer types:

Customer Type Description

Motor Vehicle These are manufacturer of cars, such as Ford, BMW etc. We know that automobile
Manufacturers manufacturing may not be carried out in a few countries assigned to you. However, for
this assignment, we assume that automobile manufacturing does take place in all
countries that have been assigned to you.

Motorcycle These are manufacturer of motorcycles, such as Yamaha, Harley-Davison, etc. We know
Manufacturers that motorcycle manufacturing may not be carried out in some countries included in this
assignment. However, for this assignment, we assume that motorcycle manufacturing
does take place in all countries that have been assigned to you.

Freight Transporters These are fleet owners of trucks, such as Toll and Linfox in Australia who are in the freight
business to deliver goods for businesses and individuals.

Tyre Retailers These are businesses who retail automobile and motorcycle tyres, such as Bob Jane, Jax
tyres and Beaurepaires in Australia. We assume that all tyre retailers are independent
and are available to AUStar.

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As mentioned in the table above, manufacturers of cars and motorcycles, retailers of tyres, and freight
transport companies will be AUStar customers in this assignment. To develop a target market strategy, and
based on the given criteria, you will conduct market analyses. Based on the initial data made available, you
will prepare data for estimating demand and segmenting the market, and then present a target marketing
strategy in the form of a report.

Specific Requirements
Your goal is to launch your product offerings in the year 2025 and achieve an overall market share of 5% in
the countries that you have been assigned (see Table 1: Allocation of countries on page 2 of this document)
through your strategic marketing plan. You must present your market analysis and marketing strategy plan
in the form of a report in two parts to the TMT:

Allocation of Countries
You have been assigned countries based on your surname (i.e., last name). For example, if your surname
begins with the alphabet A (e.g., Ali, Angus, or Arcon) your set of 3 countries will be different to the students
whose surname begins with the letter B (e.g., Barrow, Becker, or Borg), and so on. Table 1 below lists the set
of countries that you will be allocated based on of the first letter of your surname:

Table 1: Allocation of Countries

First Letter of Student’s Surname (Last Name) Set of Countries
A France, Germany, Italy
B India, Indonesia, China
C South Korea, Japan, China
D Mexico, Canada, USA
E, F, G Spain, Germany, United Kingdom
H India, Indonesia, Russia
I, J, K Turkey, Saudi Arabia, China
L Italy, Spain, United Kingdom
M Brazil, Canada, USA
N, O Japan, India, China
P Turkey, Saudi Arabia, India
Q, R Russia, China, India
S France, Germany, United Kingdom
T South Korea, Japan, India
U, V Brazil, Canada, Mexico
W Saudi Arabia, India, China
X, Y, Z Germany, Italy, Spain

Part A – Market Analysis

In part A of the report, you will analyse the trends of the market (consisting of three countries) assigned to
you. Specifically, you will report on:
- An analysis of customer market trends based on historical sales turnover data available from 2020 to
2024.
- Estimate market demand based on data available for 2025 to 2027.

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- Estimate sales revenue based on target market share for AUStar from 2025 to 2027
- Based on the business market segments requirements (measurability, substantiality, accessibility, and
responsiveness) and analyses of the historical data, you will determine appropriate market segments to
which the identified customers belong. For this assessment, you will start with macrolevel bases (stage
1) based on an assessment of alternate segmentation approaches, including customer geographical
location, customer industry, and customer size.
- You will also consider microlevel bases such as key criteria in purchase decision (e.g., product quality,
price, delivery, supplier brand image), purchasing strategies (single source, multiple source), and
structure of the decision-making unit (centralized, decentralized).
- You will identify the segments that you aim to target.

You will write a brief report (500 words maximum) to present results of your data analysis and support it
with tables and graphs. Examples of tables to be included in your report:

- Total market trends in units (tyre volume) and USD from 2020 to 2027
- AUStar projected sales revenue based on target market share for years 2025 to 2027
- AUStar projected profits based on target market share for years 2025 to 2027
- Market size for each customer type (2020-2027) in units (number of tyres) and USD
- AUStar share for each customer type (2025-2027) in units (number of tyres) and USD
- Market size for each country (2020-2027) and in units (number of tyres) and USD
- AUStar share for each country (2025-2027) in units (number of tyres) and USD

Examples of graphs to be included in your report:

- Pie chart of total market in 2024 based on geographical segmentation approach.
- Pie chart of total market in 2024 based on customer industry-based segmentation approach.
- Market sales trends (2020 - 2024) and forecasts (2025 - 2027) in units based on customer industry-
based segmentation approach
- Market sales trends (2020 - 2024) and forecasts (2025 - 2027) in USD based on customer industry-
based segmentation approach
- AUStar projected sales and profits in USD (2025 – 2027)

Part B – Target Market Strategy:

Based on the feedback from the teaching team on Market Analysis part of the report, you will finalize your
target market segments and propose a business-to-business target market strategy explaining and justifying
how AUStar will establish and maintain a long-term business presence in different segments for the
countries you were assigned. 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 and sales management strategy in the target market(s). This will include demonstration
of an understanding of Integrated Marketing Communication (IMC) concepts and processes, and an
understanding of how the salesforce will be organized, how the selling effort will be deployed, and
how AUStar will manage the salesforce.
4. Pricing strategy in the target market(s). This will include demonstration of an understanding of
pricing concepts and processes.

You will write a report (3,500 words maximum; including 500 words from part A) to present your target
market strategy and support it with appropriate tables and graphs, as discussed in the weekly seminars.

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Assignment 1A and 1B rubrics are provided separately on the unit site, and related concepts required to
complete Assessment 1 will be discussed in the weekly seminars and related information is provided in the
learning resources folder, located on the unit Cloud Deakin site.
Report Format: Assessment 1 must include the following contents:

Part A Part B
Title Page Title Page
Table of Contents (also include a list of tables, a list Table of Contents (also include a list of tables, a list
of Figures, and list of Appendices) of Figures, and list of Appendices)
Market Analysis Market Analysis
• Market Demand • Market Demand
• Market Segmentation • Market Segmentation
Appendices (if included) Target Market Strategy
References • Product Strategy
• Distribution Strategy
• Promotion Strategy
• Pricing Strategy
Appendices (if included)
References

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 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:

Unit Learning Outcomes (ULOs) Graduate Learning

Outcomes (GLOs)

ULO1 Apply fundamental marketing concepts and processes in GLO1: Discipline-specific

business-to-business marketing contexts. knowledge and capabilities
Develop and communicate a written plan for targeting a
ULO2 business market. GLO2: Communication

Critically analyse and synthesise information from

academic and industry publications, market research, and
ULO3 GLO3: Digital literacy
other business-to-business marketing sources.

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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: <your
surname_your first name_your Deakin student ID number_MMK368A1.doc (or ‘.docx’). For example,
‘Jones_Barry_123456789_MMK368A1.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
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).

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Applications for extensions after 12 noon on the submission date require University level special
consideration and these applications 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 calendar 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.

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.

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

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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.