The purpose of the Case Analysis is for students to demonstrate their understanding of the
functional purpose of an integrated marketing mix. With a recent, or upcoming, release date onto
the Australian market, students are required to choose ONE (1) New Product from the ‘Case Choice’
list (available from the ‘Assessment 2’ folder in MyLO). This choice will form the focus of their Case
Analysis.
Once chosen, students are required to undertake their own research into how the New Product is
marketed (concentrating on the business-to-consumer market in Australia). This research should be
conducted using only publicly available sources (e.g., websites, trade journals, industry reports,
magazines), and students’ own observations.
Students are required to use marketing theory as a framework for the presentation of their Case
Analysis. This theory can be sourced from the prescribed text, and importantly from peer-reviewed
journal articles, which are available from the library databases. To this theoretical framework,
students will apply their Case research to evidence their understanding of marketing theory in a
practical context. Specifically, students must complete the following tasks:
1. Provide a brief introduction that highlights the marketing concepts to be considered, and
introduces your chosen New Product.
2. Using marketing theory, briefly discuss the purpose of market segmentation. Based on insights
gained from your Case research, use defined segmentation variables to construct a ‘profile’ of who
you perceive to be your New Product’s Target Market.
3. Using marketing theory, briefly discuss the importance of identifying and reinforcing a products’
Core Value Proposition. Using evidence from your Case research, discuss your New Product’s Core
Value Proposition and ‘positioning’ in the market.
4. Using marketing theory and evidence from your Case research, discuss the New Product’s Product
element of the marketing mix and its function.
5. Using marketing theory and evidence from your Case research, discuss the New Product’s Price
element of the marketing mix and its function.
6. Using marketing theory and evidence from your Case research, discuss the New Product’s Place
element of the marketing mix and its function.
7. Using marketing theory and evidence from your Case research, discuss the New Product’s
Promotion element of the marketing mix and its function.
(For points 4 to 7, please note: given word count limitations, students are required to use the
insights gained from Case research to identify those marketing theories and concepts most
worthy of discussion. That is, student analysis of the marketing mix should focus on those
aspects of the Product, Price, Place and Promotion that they believe are key to supporting the
New Product’s positioning in the market).
8. Conclude with a summary opinion on how effective you believe the elements of the
Marketing Mix have been integrated to deliver the Core Value Proposition to the Target
Market.
Case analysis should be presented in essay format, using 12 point font with 1.5 or double line
spacing. Headings can be used to help structure answers, but a table of contents is not
required. Page numbers must be used. For this assessment item, students are to use the
prescribed text, plus a minimum of FOUR (4) academic references (peer-reviewed journal
articles), in addition to the secondary sources from which the New Product information is
sourced (e.g., Internet).
The deadline for assignment submission is 5.00pm on the due date. Unless an extension has
been granted by the unit coordinator, a failure to submit your assessment item by the due
date/time will result in late penalties being applied (please see point 4 & 5 of the ‘Late
Assessment and Extension Policy’ provided on pages 16).
2500 words maximum
Please refer to the Assessment Rubric posted in the Assessment > Item 2 – Individual Case
Analysis section of MyLO for detail on how this assessment will be marked.
1, 2 & 4
