MARK2012 Assessment 3 Exemplar
1
Please note that this document provides examples of past students' assignments to help
you understand the expectations for Assessment #3 business report. These examples,
along with comments, are intended to assist you in better preparing for your own A#3.
Example A#3 Task Brief
For future business leaders like you, you will likely deal with Gen Z and Gen Alpha, as their population is
predicted to make up more than 30% of the workforce by 2035. We want to know your ideas on what's
next for Crocs. Think about products, branding, associated services, social engagement, partnerships,
company capabilities, communication and more. Apply what you have learned in this course to a
company like Crocs.
For this assessment, you need to develop a 2025 marketing strategy for Crocs that:
➢ Describe Crocs’ Gen Z target market.
➢ Critique Crocs’ current marketing activities from a 4P’s perspective; what works well? and what
can be improved?
➢ Recommend Crocs’ value proposition and positioning to the Gen Z demographic. Make sure your
recommendations align with UN SDGs.

Marking criterion: Clear communication
Executive Summary (ES): Clear and concise
The Executive Summary is a brief, clear, and concise summary of the entire report designed for
busy executives. It encapsulates the report's purpose, findings, conclusions, and
recommendations. It functions similarly to an abstract or synopsis and should not exceed one
page for assignments.
Tips: Write the executive summary after completing your report and ensure it is on a separate page.
Introduction: Clear purpose and agenda
The introduction provides a clear purpose and agenda for the report. It typically includes:

• Brief Background Information: Contextual information to set the scene.
• Purpose: The reason for the report.
• Scope: The extent of the report's coverage.
• Outline: A summary of the report's structure.
• Definition of Terms: Clarification of key terms used in the report.
Unlike the Executive Summary, the introduction offers an overview that helps readers understand the
report's agenda.
Headings and subheadings
Each section of your report should have a clear heading, and each subsection should have a clear
subheading. This structure allows readers to quickly
access the information important to them. Your headings and subheadings should make it clear how
each part of the report is related to other parts. They should also be clear and consistent in style.
Further report writing help - Report
Writing Help Short Interactive Videos
on the course Moodle (Moodle
Assessment Hub)
MARK2012 Assessment 3 Exemplar
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Marking criterion: Critical thinking in the business context
Student samples Comment
Recommended
Crocs is a multi-channel retailer as they consider the macro-environment,
with demographic factors and social trends influences. They sell their
products through their own stores, certified retailers, website, and app,
highlighting how they cater to Gen Zs “digital natives” expecting excellent
online service (Atluri, Dietz, & Henke, 2017). This omnichannel approach
positively impacts sales, with omni-channel customers shopping 1.7 times
more than single-channel users (McKinsey & Company, 2022). Internet and
multichannel retailing offer convenience and a deeper and broader products
selection than is possible in their outlets. This addresses the evolving needs
of customers and contributes to a greater market presence and reach for
Crocs. To improve their place strategy, Crocs should expand their physical
presence with pop-up stores, especially in regions like Australia that lack
physical permanent stores. Pop-up stores draw attention and excitement,
creating an opportunity for an immersive brand experience with the
increased excitement stimulating demand (Henkel & Toporowski, 2023).

Well-researched
discussions with good
reference to the course
content. This part
addresses the question
directly and
demonstrates the
writer’s high-level critical
thinking skills. This
discussion shows original
thinking and complexity.
Not Recommended
In addition, as Dwivedi et al. (2015) stated that Gen Z is often influenced by
influencers and social media, so Crocs can collaborate with influential
internet celebrities and bloggers to promote new products and increase
brand exposure and appeal. However, the pricing of Crocs may be relatively
high and not competitive enough, and promotion activities lack innovation
and appeal, which are not effective in attracting consumers’ attention and
engagement. Therefore, in the process of purchasing and post-purchasing,
Crocs can offer its products and promotions and discounts across multiple
channels, including websites and physical stores as Gen Z enjoys promotions
and varied shopping experiences. It may provide advantages to meet the
preferences of different consumers and increase their purchase desire.
There is brief description
of Gen Z market.
However without further
researched evidence, the
claims are not
substantiated. There is a
brief mention of using
promotions. However
the proposed promotion
plan is unclear. The
discussion is generic and
descriptive.

Not Recommended
As part of their prolific service, Crocs provides high-quality shoes that are
comfortable and durable. For healthcare workers, Crocs shoes are an
excellent choice due to their ease of cleaning. There are many situations in
which Crocs can be used, including hotels, kitchens, etc., all of which add
value to the product. The company has partnered with several brands and
celebrities to release innovative collaborative products as a secondary-level
service. It may not be directly related to the core functionality of the
product, but these services can significantly enhance user satisfaction and
experience. From a 4P's perspective, Crocs' product strategy focuses on
differentiation, product diversity, and core competencies. Innovation and
personalization of the product are likely to be key attractions for Generation
Z. The comfort of Crocs has also laid an excellent foundation for brand sales.
This section lacks
researched evidence to
substantiate the claims.
Additionally, the
discussion of the
healthcare workers is
inconsistent with the
discussion of Gen Z
demographics. It is
unclear the logic flow
behind this information.

MARK2012 Assessment 3 Exemplar
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Tips: When you read in your discipline and/or approaching this assessment, ask yourself:
• Where do these ideas come from? Consider the sources and origins of the ideas.
• Does your experience or current knowledge support these ideas? Reflect on whether your own
understanding aligns with the presented concepts.
• Is the information the same or different from claims made by others? Compare the information
with other sources to identify consistencies or discrepancies.
• What criteria can I use to test or verify this information? Determine the standards and methods you
can apply to validate the information.

Other common issues:
• Missing in-text references: Ensure all sources are properly cited within the text.
• Poor logic: Check for logical flow and coherence in your arguments.
• Inconsistent discussions between paragraphs: Maintain consistency in your discussion throughout
the document.
• Inconsistent spelling and grammar errors: Proofread for uniformity in spelling and grammar,
adhering to Australian English conventions.

Marking criterion: Alignment of sustainable business practice and the UN SDGs to improve outcomes
for people and the planet
Student samples Comment
Recommended
The recommendation’s overall promotion of sustainability works
towards improving environmental outcomes. It aligns with target 12.2,
specifically indicator 12.2.1, which focuses on reducing material
footprint, which would be through encouraging purchases based on
Crocs’ use of Ecolibrium technology. This is also consistent with target
12.6, as Crocs is adopting sustainable practices in their company, such
as by recycling and innovating low carbon emitting shows. It is also
important to highlight the direct relationship between the SDGs -
working towards the targets in SDG 12 naturally works towards
achieving SDG 13.2, which focuses on the reduction of emissions per
year (United Nations 2024b), consistent with Crocs’ 2030 goal.
Furthermore, informing customers of their use of Ecolibrium
technology and 2030 goal is creating awareness and informing
customers about sustainability and climate-change, consistent with
both target 12.8 (United Nations 2024a) and target 13.3 (United
Nations 10 2024b). By operating in alignment with the SDGs, this not
only offers several marketing opportunities for Crocs, but also
contributes to a much greater cause of combating climate change and
promoting sustainability [see Figure 1.7 for more insight on the SDGs
mentioned].

The alignment of UN SDGs is
not about quantity, but about
quality. This discussion shows
in-depth investigation of Croc’s
sustainable initiatives. The
connection and discussion to
UN SDGs are specific and
insightful. The discussions
demonstrate expert-level
insights in integrating UN SDGs
into business(es)’ core
strategy.

Tips: Understanding UN SDGs
is essential. The investigation
in UN SDGs’ targets and
indicators would allow more
in-depth discussion and
insightful integration in the
discussion.
https://sdgs.un.org/goals
Not Recommended
By researching on the market and competitors, designing personalized
products, cooperating with bloggers, adding promotional activities,
and utilizing eco-friendly materials can help Crocs to increase brand
There is very limited mention
of UN SDGs. There is no
specific UN SDG identified and
the connection to the Crocs’
MARK2012 Assessment 3 Exemplar
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exposure, attract consumer attention, and enhance brand image and
social responsibility, which align with UN SDGs.

further value proposition and
business strategy is unclear.

Additional tips can be found in the Business School writing a report guide –
https://www.unsw.edu.au/content/dam/pdfs/unsw-adobe-websites/business-academic-
communication-essentials/Writingareport.pdf
What makes a good report?
A good report:
• Makes the purpose of the report very clear in the introduction.
• Does not assume a prior reading of the executive summary in the introduction.
• Presents information that is both sufficient and accurate.
• Explains clearly the methodology or theoretical framework used to analyse the
information.
• Uses the theoretical framework well to illuminate the findings.
• Uses qualifying expressions in the discussion of the findings.
• Has headings and subheadings that are clear and parallel in format.
• Uses a format that is appropriate to the report type.
• Summarises all sections of the report in the executive summary.
• States recommended actions in clear, concise statements and justifies these in
relation to the findings of the report.
• Uses language appropriate to the assumed relationship between the writer and the
reader.