Business Report Instructions
This is stage 2 of your poster presentation assessment, which you completed as a group task at the beginning of the term. The business report is an individual task, but you will have the opportunity to discuss ideas and suggestions in your group prior to writing the report. You will need to work on the same company as you did for the poster presentation. Based on the analysis performed for the poster, think critically and come up with unique and innovative new products ideas, which you can do as a group. Have a group meeting to brainstorm and discuss new products ideas for the company. For instance, if your group has four members,you should come up with at least four new product ideas. Each member then chooses one new product idea and starts work on the business report individually. You should consider the following required criteria in the report: infographics, situational analysis, objectives and goals, product idea, marketing strategy, and implementation plan. You should also include all sections noted below, but you will only need to address relevant aspects, i.e., you do not need to include all aspects noted within each section. Keep the end goal in mind- a plan of new product ideas to take advantage of an opportunity or minimise a threat via marketing strategies and tools. If it does not support these, it should not be included. Consult the rubric to understand how marks are assigned.
- Title page (including student names, id, unit code, etc.)
- Infographic (replaces traditional executive summary in visual format) which:
- Presents a brief visual summary of the main goals and recommendations of a new product,helping readers find the plan’s major points quickly.
- This should capture the soul of the business report. That is, the reader should be able to know what the entire business report is about, without reading every single section. The infographic should be fit into 1 page maximum.
- Table of contents (see how via https://bit.ly/3uCN7P1)
- Situational analysis/company background (choose applicable aspects that are relevant/important) from the below:
- Company background (industry, size, operations)
- Business models of new product
- Implications of your SWOT analysis
- Relevant industry and competitive analysis
- CDSTEP analysis that affect the chosen product
- Factors affecting customer behaviour, and or customer needs/wants, recent trends and developments (e.g., company sales trends or other company aspects like distribution changes/challenges), growth rates and areas, competition
- Any other relevant analysis conducted using the tools or concepts covered in the course (e.g.,value proposition canvas or buyer utility map or others)
- Objectives and Goals (can include what the company wants to achieve through the new product. Use the SMART framework for objectives).
- Product idea (briefly describe the new product idea. Why did you choose this product? What is the Marketing solution your proposed product is providing? This should detail the target market, an idea of the product/service/solution, differentiation vs any existing products/services/solutions. Is this product environmentally friendly? What sustainable marketing strategies should the company use to launch/promote this new product (you may also include details on value proposition and positioning if known).? Use any tools such as Value proposition canvas, Level of products or any others from weeks 1-10 to help articulate your strategy).
- Marketing Strategy (for your proposed product, detail Segmentation (with details on size, profitability, ROI, etc), Targeting and Positioning, and Marketing Mix plans (4 or 7P’s). Anticipate important positive or negative developments in the business environment that might have an impact on the new product. Also, provide a promotional plan along with a promotional budget for this product.)
- Implementation Plan (turns business report into actions- what will be done, when, who will do it, how much will it cost. Detail specific marketing campaign/s).
- Reference List
- Appendix (if applicable)
(New product plan would normally include Financial Projections, Evaluation and Controls, but owing to the Introductory nature of the unit, this has not been included as a requirement).
Formatting: Use 11pt or 12pt font 2.5 cm left margin 1.5 line spacing, leave a line between each paragraph,Number each page, Student number(s) and course code (MARK5700) to appear on every page as per Course Outline.
2000-word limit (+/- 10%), plus references, infographic, title pages, table of contents and appendices (if applicable). Penalty of 10% applies if word count is not adhered to- that is to say, between 2000 and 2100 words a 10% penalty will be applied. 2100-2200 will attract a 20% penalty and so on. Penalty may be increased for excessive length. Word count must be indicated on the first page of your business report.
Late penalty: if submission is late, the late penalty is 5% per day after the due date. Special consideration applications should follow the UNSW rules.
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