1MKTG 90004 Marketing Management
Assignment 3A
Dr. Teagan Altschwager
Dr. David Fiorovanti
Mr Scott Tetley
Semester 1 - 2024
Group Written Assignment Part A (10%) – due week 6
Group Written Assignment Part B (20%) – due week 12
Your task is to write a marketing plan for transforming a brand into an inclusive
brand. In part A, you will provide a situation analysis of your chosen brand. In
part B, you will make recommendations for how your chosen brand can
become more inclusive in the future.
Important: you cannot choose a fashion (clothing) brand for this assignment.
For instructions, support materials and assessment criteria, please check
LMS>Assignments
Inclusive brands go beyond tokenism (i.e., superficial acceptance) to consider,
embrace, and include consumers from various races/ ethnicities, ages, genders,
incomes, body types, sexualities, and abilities (Veresiu and Parmentier, 2022).
Assessments 3A and B – Group report
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Your plan should focus on the Australian market. Your chosen brand can be an
international company, but they must have a presence in Australia (and your
situation analysis and marketing plan must focus on the Australian market
specifically).
For large brands with various products, reduce your focus down to something
more manageable (clearly state your intended scope in the introduction)
Samsung → Samsung Galaxy24
Nintendo → Nintendo Switch console
Arnott’s → Arnott’s teevee snacks
L'Oréal → L'Oréal Paris makeup (foundations)
You are welcome to choose a product or service brand
• In your marketing plan (3B) your ‘Product’ discussion can take a broad offering
perspective; you can have a combined discussion of product (tangible) and
service (intangible) concepts, or lean into one perspective depending on your
selected brand (and where inclusivity needs to be improved).
3A: Situation Analysis – selecting a brand
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Identify ONE excluded/ marginalised group you are interested
in researching, explain why enhanced inclusivity is important
for this group, and the extent of their exclusion in your selected
market/category and from your chosen brand.
• The exception to this rule is if you take an intersectionality
approach – but make sure you are confident in your
understanding (you do not have to do this).
When selecting a group, consider: does this group generally
experience exclusion or marginalization? (e.g., if your brand
doesn’t target children, are they being exclusionary?)
You can use the supporting references (screenshot taken from
assignment page) to identify groups and to provide your
rationale for inclusion.
3A: Situation Analysis – selecting an inclusivity perspective
(inclusive target market)
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Your report MUST contain the following contents:
1. Executive Summary – this section should include a summary of the situation analysis undertaken and its
key findings, with a key emphasis on inclusivity. This should not exceed one page.
- Not included in word count. See slide 9 of week 2 (marketing plans) for a discussion of executive summaries and
screenshot example.
- Focus on ‘setting the scene’ for your inclusivity argument here. After reading the ES, it should be very obvious why your
brand MUST follow the recommendations in your inclusivity marketing plan (A3B).
2. An introduction to your brand and to inclusivity – this section should include:
a) a brief description of the market for the selected brand: including key brands in the market and their
points of difference, size of the market/ category (backed up with relevant financials where possible
e.g., market share).
- Here is where you can state your intended scope (large brands mentioned on previous slide)
b) the inclusivity perspective of focus - introduce the ONE excluded/marginalised group you are
interested in researching, why enhanced inclusivity is important for this group, and the extent of their
exclusion in your selected market/category and from your chosen brand.
- See assignment page on Canvas for supporting references (the screenshot on the previous slide)
3A: Situation Analysis – report structure
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10 points for
part 1
20 points for
part 2
(10 points
each for
part 2a &2b)
3. Situation Analysis – this section should include:
a) The potential effects of macro-environmental forces (PESTEL analysis)
- Covered in seminar 2 (marketing plans). Try to cover ALL PESTEL factors (combine political-legal), but some sections can
be longer than others according to relevance. Connect to inclusivity where possible.
b) Industry analysis (Porters Five Forces).
- Covered in seminar 2 (marketing plans). Also remember the application paper on Porter’s in Readings Online (Ehmke et al
2007). Likely to have the least direct connect to inclusivity (depending on the brand).
c) Competitor analysis: including direct and indirect competition (consider competitor marketing strategies
and associated strengths/weaknesses). The number of competitors considered will depend on the market/
category chosen.
- Covered in seminar 2 (marketing plans). Take inspiration from the competitor table on slide 20. Clear opportunity to
connect to inclusivity in this section.
d) Assessment of the consumer segments in the market (note this is the market broadly, not just target
market(s) of your chosen brand), and how the key brands competing in it are positioned (it is recommended
that you create a market segmentation table in this section). Segmentation should be based on your research
and insights into uncovering groups of customers with similar needs and preferences. Note that current
brands and products may target only a few of these segments.
- Covered in seminar 4 (STP), slide 27. You will focus more on your new inclusive target market in assignment 3B (marketing
plan), but you could make mention of that group here too (how you do this depends on the market situation).
3A: Situation Analysis – report structure continued
7
15 points
for part 3a
10 points
for part 3b
10 points
for part 3c
15 points
for part 3d
4. Conclusion and next steps: Briefly highlight the key takeaways from your situation analysis from an inclusivity
perspective, and assess the threats and opportunities of transforming your chosen brand into a more inclusive
brand.
- Here the focus is on bringing together your inclusivity argument from all relevant sections. After reading this conclusion, it
should be very obvious why your brand MUST follow the recommendations in your inclusivity marketing plan (Assignment 3B).
- Threats and opportunities (likely outcomes of action and inaction); what outcomes (both good and bad) could result from
your chosen brand taking a more inclusive approach? What outcomes (both good and bad) could result from your chosen
brand continuing to ignore inclusivity?
5. Reference list – this should include ALL references you have cited in your report (and should not include
references that were not directly cited in the report).
6. Appendix (optional) – this section can include all materials that informed or supported your analysis such as
surveys, figures, diagrams, images, etc.
3A: Situation Analysis – report structure continued
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10 points
for part 4
10 points
for part 5
• DUE DATE: APRIL 8 (Monday of week 6).
• REMEMBER this assignment is due at MIDDAY (11.59AM),
NOT MIDNIGHT (11.59PM).
• Word limit: 2000 words
• Inclusions: The word count encompasses the main body of the assignment,
including in-text citations and tables.
• Exclusions: The word count excludes title page, contents page, executive
summary, footnotes, charts, figures, graphs, reference list and appendices.
• Assignments should be properly referenced using APA referencing style.
• Assignments should be typed, using a serif font of at least 12pt (e.g., Times
New Roman/ Garamond).
• The title page for each report should indicate: (1) names of all group members,
(2) student numbers, (3) subject title and code, (4) a word count.
• Back up your work and remember to save a digital copy at all times.
• All assignments must be submitted in CANVAS through the assignment portal.
• Only 1 group member needs to submit on behalf of the group
3A: Situation Analysis –
submission guidelines
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Assignment references/ resources:
Do not rely on reviewing a firm’s
website alone to complete this project.
Watch the Library Resources for
Marketing Management Assignments
video: see Modules → Assessment
resources (general).
Well researched assignments will
include a combination of industry and
academic perspectives in their
reference list.
Consider the validity and quality of
your references.
I do not want to see:
- Wikipedia
- Essay Panda, IvyPanda, UKEssays or
similar essay mill sites
- Direct reference of lecture slides
(find an original source).
- Direct reference from ChatGPT
3A: Situation Analysis – a note on AI
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Generally speaking, FBE does not permit the use of generative AI in student assignments.
Turnitin’s AI detection capabilities can often detect the use of software like Grammarly or other text editing software
that would otherwise have been considered acceptable.
I am not opposed to the use of generative AI for initial brainstorming, or text editing software (note editing, not
translation), but you should NOT ask AI to write sections of your assignment for you, nor should you use it as a valid in-
text citation (remember that AI tends to make up information).
What you should do if you want to use AI / editing software correctly:
• Include an AI declaration statement on your title page (please see link for what an AI declaration form is, what to
include, and examples): https://students.unimelb.edu.au/academic-skills/resources/academic-
integrity/acknowledging-AI-tools-and-technologies
• Keep a separate digital record of what was generated in AI.
• Keep a separate digital record of your pre-edited assignment.
• These records will be helpful evidence in demonstrating your acceptable use of AI
Please note that the guidelines listed here are relevant to Marketing Management S1 2024 only; please check with the
course coordinators of your other subjects for what they consider acceptable in their assignments.