ASSIGNMENT 2: Commercial Marketing Report - 40% (2200-2400 words)

ASSIGNMENT 2: Commercial Marketing Report - 40% (2200-2400 words)

Evaluate the Current Marketing Efforts of a Company using the

Internal Influencing Factors on Consumer Behaviour

TASK: Apply your knowledge of the internal factors that influence consumer behaviour in the

purchase of household rooftop solar PV panels to inform Marketing recommendations

Rooftop Solar PV panels are being installed in Australian homes at a rapid rate due to the reduction in energy bills

and long-term savings they provide. Emerging in the field are numerous competitors who manufacture and/or

install solar PV. Competition is soaring and has resulted in the slow and steady reduction in price of buying solar PV

for Australian housing rooftops, but has also increased the complexity of market offers. Knowledge about the

internal factors that influence people when making purchasing decisions, and adopting sustainability practices, such

as those learned in the study of Consumer Behaviour, should provide insight for the development of Marketing

strategies to encourage the purchase and installation of home rooftop solar PVs.

Your task

Select one solar PV company (manufacturer, retailer or installer) to be your client. As a marketing consultant,

imagine you have been commissioned by this company to develop marketing strategies which will accelerate the

uptake of the companys solar PV systems(for residential use only). To do so, you will apply your expert knowledge

of consumer behaviour and internal influencing factors to explain how each factor might work in influencing the

purchase decision of rooftop solar PV. This analysis will inform the development of marketing strategies that you

recommend the company adopts. Note that purchasing and installing are required by home owners.

Your report should be written at a professional level as though it was for a real client.

As for any business, it is important to first identify the segment that is most attractive for the companys rooftop

solar PV to target. Accordingly, you will need to:

1. Segment the market and select the most appealing segment to target for your client (you will need to segment

households, not individuals) then create a persona for that (one) segment (the target market)

2. Explain two of the internal factors that influence purchasing, and apply them to the purchase decision process

of rooftop solar PV. To do this, you need to first explain the theoretical aspect of the factor and then provide

the strategic Marketing implications of the factor you have analysed (this is marketing application) then

compare the ideal marketing strategy to what the company current does (use real examples of current practice)

if there is a difference (of what they should do re Marketing strategies compared with what they currently do)

then you have identified a gap that your recommendations(later) can fill. This is how your CB knowledge can be

insightful and inform better Marketing strategies for the client.

3. Provide two recommendations for marketing strategies the company should adopt (noting these must be in

addition to, or replace, any that are currently being implemented) that reflect a sound knowledge of how the

internal factors affect consumer decisions.

You need to produce a well-articulated, succinct business-style report containing:

Cover Page (Title and name, date, etc.)

Executive Summary (no more than 1 page)

Table of Contents (no more than 1 page)

Introduction and background: provide the purpose of the report, who it is for and from, industry background

information (industry sales, client and main competitors market share, other relevant stats), the framework

that will be followed and the scope.

Segmentation: introduce segmenting, segment the market via a table, evaluate the segments via a table,

choose a target market (a group of households you plan to target).

Persona: you then need to create a persona for the target market. Return to week one lecture bites for a

refresher of personas and how to develop them.

Internal factors: Select and discuss 2 (of 5) internal influencing factors on consumer behaviour, drawing upon

a relevant theory within the factor, and apply them to the purchase of rooftop solar PV (needs and motivation,

personality, perception and self-concept, attitudes, learning). Be sure to include in your discussion an

evaluation of any of the companys current marketing strategies for this product, in terms of whether theircurrent strategies seem to apply knowledge of these factors well, or not. For example, your discussion of

perception may reveal how Gestalt principles (a theory within perception) influence perception, and in

arguing that it is relevant for the purchase decisions of solar PVs, notice that currently, the client does not use

any Gestalt principles in its marketing strategies. This recognition of a shortfall in implementing theories

about perception (or any of the influencing factors) is a gap in current strategies, which can be filled by

recommending new Marketing strategies, detailed later in the report.

Recommendations: drawing upon your analysis, provide two Marketing recommendations for your client to

implement that you feel will best bring about an increase in sales or leasing of its rooftop solar PVs, that reflect

a sound knowledge of how the internal factors affect consumer decisions. Be sure to include three

components for each recommendation: 1) a brief statement of the recommendation; 2) a justification for the

recommendation from earlier analysis; 3) sufficient details so it could be implemented by the company.

A brief conclusion

Full reference list

Appendices if required (note: these should be supplementary reading only)

Be sure to review the assessment rubric to optimise the best way to approach these sections.

RUBRIC

MKT20025_Assignment 2

MKT20025_Assignment 2

Criteria Ratings Pts

This criterion is linked to a learning outcomeIntroduction and justification for the report, concise conclusion 5to >3.98Pts

High DistinctiionIntroduction uses sophisticated logic and evidence to justify the purpose of the report and current industry situation. Shows insight as to the purpose of the report. Conclusion is high level and captures the meaning of the findings within the report. 3.98to >3.48Pts

Distinction

Introduction uses a well-justified argument and evidence supporting the purpose of the report. Provides industry statistics of relevance. Shows an understanding of the purpose of the report. Conclusion is high level and captures the main findings of the report and their interpretation. 3.48to >2.98Pts

Credit

Introduction provides a sound, though basic, justification for the report and sufficient evidence of the industry situation. It shows an understanding of the purpose of the report. Conclusion is clear and provides some interpretation of the findings in the report. 2.98to >2.48Pts

Pass

Introduction is basic and begins to provide adequate justification for the report. It provides a minimum evidence of understanding of industry factors. Does not fully capture the purpose of the client. Conclusion is a mere repeat of earlier parts of the report. 2.48to >0Pts

Not Pass

Introduction is poorly articulated, and the purpose of the report not clear. It contains little evidence of the current industry situation or the purpose of the client in commissioning this work. Conclusion is vague or repetitive.

5pts

This criterion is linked to a learning outcomeSegmentation, target market selection and persona development 15to >11.93Pts

High Distinction

Uses a sophisticated method of segmenting and profile development. Applies the attractiveness criteria thoroughly and soundly identifies a segment to target. Uses a sophisticated approach to developing a persona for the chosen target market. 11.93to >10.43Pts

Distinction

Applies segmentation to very good standard and builds a detailed profile of segments. Uses the attractiveness criteria well to evaluate segments and inform target market choice. The persona developed is insightful and thorough. 10.43to >8.92Pts

Credit

Segmentation table is clear and builds a profile of each segment. Attractiveness analysis uses all 3 criteria well to select a target market. Develops a good persona with some clear characteristics that reflect the consumer profile. 8.92to >7.43Pts

Pass

Segmentation is basic thought clearly identifies distinct segments. Attractiveness analysis could be improved to justify target market selection. The persona developed is acceptable though lacks depth and breadth. 7.43to >0Pts

Not Pass

The market is segmented poorly with overlapping segments. Uses a rudimentary segmentation base and does not clearly evaluate or identify a target market. Poorly developed persona with little thought given to detail.

15pts

This criterion is linked to a learning outcomeExplanation of theories relevant to internal influencing factors (includes quality of argument) 20to >15.94Pts

High distinction

Comprehensive and critical analysis of internal factors influencing CB. Discusses theories to support well-articulated arguments with a logical flow. Excellent use of examples using the selected topic - demonstrates deep understanding of theories. 15.94to >13.94Pts

Distinction

Thoroughly analyses of the internal factors influencing CB. Systematically discusses theories support a solid, logical argument. Good use of examples to demonstrate an insightful level of understanding of theories. 13.94to >11.94Pts

Credit

Development of ideas reflects a good understanding of the internal factors influencing CB. Discussion reveals sound comprehension and relevance. Good use of examples. 11.94to >9.94Pts

Pass

Key CB theories and concepts are covered with reasonable understanding of the internal factors influencing CB. Argument starting to develop but could be improved. Contains sufficient examples and application of key theories. 9.94to >0Pts

Not Pass

Unsatisfactory understanding of the internal factors influencing CB. Weak arguments that lack robust theoretical evidence. Examples were descriptive in nature without clear application of relevant theories.

20pts

This criterion is linked to a learning outcomeApplication of the internal influencing factors (includes evaluation of client strategies) 20to >15.6Pts

High Distinction

Application reveals sophisticated insights into the behaviours of the target market and conducts analysis of client strategies to a very high standard. 15.6to >13.6Pts

Distinction

Application reveals effective insights into the behaviours of the target market and conducts analysis of client strategies to a high standard. 13.6to >11.6Pts

Credit

Application reveals good insights into the behaviours of the target market and conducts analysis of client strategies to a good standard. 11.6to >9.6Pts

Pass

Application reveals some insights into the behaviours of the target market, but are mostly descriptive with limited evaluation of client strategies. 9.6to >0Pts

Not Pass

Application reveals a lack of insight into the behaviours of the target market, and descriptions are poorly explained with insufficient evidence and logic. Evaluation of client strategies is poor or not done.

20pts

This criterion is linked to a learning outcomeClear recommendations containing statement, explanation and justification using earlier theoretical analysis 20to >15.8Pts

High Distinction

Creative, realistic and effective recommendations with clear and logical links to preceding analysis and insights. Contains meaningful and relevant details for implementation. 15.8to >13.8Pts

Distinction

Realistic, novel and effective recommendations with links to preceding analysis and insights. Contains relevant details for implementation. 13.8to >11.8Pts

Credit

Credible recommendations, displaying cognisance of the preceding analysis and insights. Contains details for implementation. 11.8to >9.8Pts

Pass

Basic recommendations have been provided. Few links to previous analysis are made. Provides basic details for implementation. 9.8to >0Pts

Not pass

No effective recommendations provided too general to be of use. No links to previous analysis. Lacks focus and detail for implementation.

20pts

This criterion is linked to a learning outcomeReference sources and use of evidence 10to >7.8Pts

High Distinction

Demonstrates skilful use of high-quality and credible sources and relevant academic journal articles (more than 8) to support and develop appropriate ideas. Correct use of the Harvard style of referencing. 7.8to >6.8Pts

Distinction

Demonstrates skilful use of high-quality and credible sources and relevant academic journal articles (7-8 articles) to support appropriate ideas. Correct use of the Harvard style of referencing. 6.8to >5.8Pts

Credit

Demonstrates consistent use of high-quality and credible sources and relevant academic journal articles (4-5) to support appropriate ideas. Correct use of the Harvard style of referencing. 5.8to >4.8Pts

Pass

Demonstrates use of credible sources and relevant academic journal articles (minimum of 3 articles) to support ideas. The Harvard style of referencing is employed, but with inconsistency. 4.8to >0Pts

Not Pass

Demonstrates limited use of credible sources and relevant academic journal (less than 3). There are missing references and the report did not correctly use the Harvard style of referencing.

10pts

This criterion is linked to a learning outcomeStructure, presentation and executive summary 5to >3.95Pts

High Distinction

Demonstrates detailed attention to and successful execution of the assigned task including formatting, and stylistic choices. The report is logically and purposefully structured with a professionally written executive summary. 3.95to >3.45Pts

Distinction

Demonstrates consistent use of important conventions particular to the assigned task, including organization, content, presentation, and stylistic choices. The report is well structured, easy to understand with a well-written executive summary. 3.45to >3.0Pts

Credit

Follows expectations appropriate to the assigned task as such as organization, content, and presentation. The report has a clear structure, is generally unambiguous with adequate details in an executive summary. 3to >2.45Pts

Pass

Attempts to use a consistent system for basic organization and presentation. The report has an implicit structure, requires some reading between the lines, and needs editing. Poorly written executive summary. 2.45to >0Pts

No Pass

Minimal, inappropriate or no attempt to use a consistent system to organise and present assignment. The report has an illogical or no structure and/or is difficult to understand. No executive summary.

5pts

This criterion is linked to a learning outcomeQuality of communication 5to >4.0Pts

High Distinction

Uses sophisticated, expressive and appropriate business language that skilfully communicates meaning to readers eloquently and has no grammar or syntax errors. 4to >3.45Pts

Distinction

Uses expressive and appropriate business language that competently communicates meaning to readers with clarity and fluency and uses correct grammar and syntax correctly. 3.45to >3.0Pts

Credit

Uses language that generally conveys meaning to readers with clarity. Attention to detail is evident. Grammar is correct, syntax is acceptable. 3to >2.45Pts

Pass

Uses straightforward language that generally conveys meaning to readers. The language is understandable but there may be room for grammatical and syntax improvement. 2.45to >0Pts

Not Pass

Uses language that sometimes impedes meaning because of errors in usage. Contains many grammar and syntax errors.

5pts

Total points:100