Marketing Management HI5004 Assignment Help

Final Individual Assessment 

Unit

Details

Name

Marketing Management

Code

HI5004

Year, Trimester

Trimester 3, 2024


Assessment

Details

Name

Final Individual Assessment

Due Date & Time

20 February, 2025

Brisbane & Gold Coast – 10.59 pm

Melbourne & Sydney – 11.59 pm  


Student

Details

Student Number


First Name


Family Name



Submission

Declaration

Integrity Declaration

I have read and understand academic integrity policies and practices and my assessment does not violate these.


Full Name


Submission Date 




ALL SUBMISSIONS MUST INCLUDE YOUR STUDENT DETAILS AND SUBMISSION DECLARATION.  

IF THESE DETAILS ARE NOT COMPLETED YOU RISK BEING PENALISED

Instructions

Academic 

Integrity

Information

Holmes Institute is committed to ensuring and upholding academic integrity. All assessment must comply with academic integrity guidelines. Important academic integrity breaches include plagiarism, collusion, copying, impersonation, contract cheating, data fabrication and falsification. Please learn about academic integrity and consult your teachers with any questions. Violating academic integrity is serious and punishable by penalties that range from deduction of marks, failure of the assessment task or unit involved, suspension of course enrolment, or cancellation of course enrolment.


Format & submission  

instructions

  • All answers must be entered in the answer boxes provided after each question.

  • Your assessment must be in MS Word format only.

  • You must name your file with the Unit Code and Student ID
    example:  HI5004  –  EMV5678

  • Check that you submit the correct document as special consideration is not granted if you make a mistake.

  • Your student ID & name must be entered on the first page.

  • Submission declaration must be completed on the first page.

  • All work must be submitted on Blackboard by the due date and time.
    Late submissions are not accepted.

  • You have two attempts to submit.  The final submission will be marked only.


Penalties

  • Reference sources must be cited in the text of the report, and listed appropriately at the end in a reference list using Holmes Institute Adapted Harvard Referencing. Penalties are associated with incorrect citation and referencing.

  • For all other penalties, please refer to the Final Assessment Instructions section on Blackboard.


All responses must be entered in the answer boxes at the end of each question

Be sure your answers are grounded in the theories and models you learned in the Holmes HI5004 Marketing Management syllabus, which are then appropriately applied.

Question 1 (10 marks)

Marketing professionals depend on various sources of data to construct research plans. These plans form the basis of marketing plans that are very expensive to produce. These sources of data are known as Primary and Secondary data.

Required: (answer in 400-500 words combined for each section)

  1. Explain the difference between the two sources and give examples of each (5 marks).

ANSWER (box will enlarge as you enter your response)




  1. Think carefully about qualitative and quantitative data. Can you suggest when qualitative and quantitative research would be best? Please give specific examples. (5 marks)

ANSWER




Question 2 (10 marks)

 

We studied the “Model of Consumer Behavior”. This model discusses marketing and other stimuli, consumer psychology & characteristics, the buying decision process and purchase decision.

Required: (answer in 400-500 words combined for each section)

  1. Explain what each of these steps is and how they form a model that results in a purchase decision. (5 marks)

ANSWER




 

  1. Analyse and comment on how the different elements of the model work, including specific comments about the impact of culture, need satisfaction, and personal motivation. (5 marks)

ANSWER




Question 3 (10 marks)

We discussed the issue of demographics in our unit, including life stage, gender, income, generation, race & culture, and stage of age & lifestyle. 

Required: (answer in 400-500 words combined for each section)

  1. “Critically analyse how these demographic indicators are able to focus professional marketers with respect to product and potential markets. (5 marks)

ANSWER




  1. Please use examples in your explanation focusing on the countries we have discussed in the tutorial, especially Japan and India. (5 marks)

ANSWER




Question 4 (10 marks) 

“Ben & Jerry’s is a company that sells ice cream. Presently Ben & Jerry is using a form of marketing known as “cause marketing”. This form of marketing supports a cause that is popular in broader society. The marketers focus their customers’ attention on that cause rather than on their products.

The a/v below states that democracy in the USA is under pressure on account of the donation laws allowing rich billionaires to influence voting, e.g. Elon Musk has recently donated 380 million dollars to the election of Donald Trump. The attached YouTube video demonstrates that Ben & Jerry are keen observers of ethical politicking and donation transparency.   

 

Required: (answer in 400-500 words combined for each section)

  1. Analyse and examine the phenomenon of “cause marketing”.  Consider questions such as, “Is it ethical to tie the issues of a healthy democracy to selling ice cream”? Why does this combination work to increase awareness of a healthy democracy and sell ice cream? What are the drivers that promote this causality? (5 marks)

ANSWER




  1. Use the information we have studied in this marketing unit to analyse the marketing plan of Ben & Jerry’s Co. Ltd.  Look carefully at the concept of corporate social responsibility, increasing profits and making a better society, ‘doing well by doing good’ and advocacy. Think carefully of the “Model of Consumer Behaviour” that we discussed and apply that theory to the issue.  (5 marks)

ANSWER




Question 5 (10 marks) 

Starbucks in 2015 had 22 stores in Australia, a reduction from 60 stores. When it entered the Australian market, Starbucks had assumed it would automatically be successful given it was successful in so many other countries in the world. There has been a lot of criticism of how Starbucks managed their business in Australia. One of the criticisms was that Starbucks failed to recognize there was already a strong coffee culture in Australia. In retrospect, Starbucks appeared somewhat naïve when it entered the Australian market.

In 205 Starbucks restructured its operations in Australia, selling part of the business to a local shareholder, the Withers Group, which has been in the grocery business in Australia for generations. Starbucks felt that it could learn from this Australian company.  There are many more points of information in the YouTube a/v that you are expected to listen to and use in your answer.”

Required: (answer in 400-500 words)

  1. You have been appointed to the position of CEO of Starbucks Australia. Watch the following YouTube video:  Starbucks Failure in Australia:

  1. Carefully read each section below and provide your full answer: 

  1. Evaluate why it is that Starbucks was not as successful as it should have been in Australia. (3 marks)

  1. Create an outline of a business and marketing plan for the company in order for it to expand its business in Australia. (3 marks)

  1. Include in this plan an evaluation of the impact that Starbucks’ concept of the café lifestyle had upon the performance of the brand. (2 marks)

  1. Also consider the impacts of market segmentation and the development of new and different coffees. (2 marks)

ANSWER




END OF FINAL INDIVIDUAL ASSESSMENT