BUS30024: Advanced
Innovative Business Practice
Assignment 4: Presentation and
report
Word limit: 3500 (+/- 10%)
(min 3,150 max 3,850)
Time limit: 10–12 minutes (+/-10%)
Weighting: 40%
Due date: 5pm AEST Monday 24 September 2018 (Week 11)
Executive summary (max 1 x A4 page; not a separate part of the word count). Ali
Introduction (approx. word length: 200 words). Ali
Innovation means creating values from ideas (The telegraph 2017). In business,
innovation happens when ideas are applied to satisfy the needs and expectations of
customers (Business dictionary 2018). The Fed project is about setting up a food
business in Melbourne CBD by a team of innovative entrepreneurs. This proposal report
has been developed to present the business idea of The Fed project. The report starts
with the description of the business where it states the need of such business in
Melbourne CBD, and the reasons for selection of the business. Following this, proposed
business strategy and justification of the strategy has been explained including the
market position and competitors’ analysis. Target market for the business and the
launch strategy have been elaborated. The financial information regarding the business
has been provided in the report which explains the start-up cost, return on investment,
projected payback period and projected growth targets. Skate holder charter and its
application to the business has been developed. A conclusion of important points of the
report has been given in the end. The appendix section provides calculations and
financial information for the profitability.
Description (approx. word length: 800 words). Nes
Describe the business, its social impact and an explanation and justification for your
choice. Your discussion should include information and research from your external and
industry analysis (this should include a Porter's 5 Forces and PESTEL analysis),
explaining why your team has selected the business.
A PESTEL (Political, Economic, Social, Technological, Environment and Legal) industry
analysis of the macro environment has identified that there are external influences that
may affect the proposed start up business that are out of control of the potential investor
(Dudovskiy, 2015). The PESTEL analysis has helped The Fed Project identify the
external environment in which the business will operate in and will provide The Fed
Project with vital information to help predict future circumstances which this business
may potentially encounter.
Political
Economic
Social
Technological
Environment
Legal
Porter’s Five Forces
Porter’s Five Forces industry analysis has been used for The Fed Project to identify the
five competitive forces that shape strategy within the online food ordering industry.
Barriers to New Entrants
Threat of Substitutes
Bargaining Power of Buyers
Bargaining Power of Suppliers
References
Dudovskiy, J 2015, 'Coca Cola PESTEL analysis', Research Methodology, 30 July,
viewed 29 August 2018, .
Proposed strategy and justification (approx. word length: 1,000 words). Jess & Steph
● Explain the business strategy and marketing positioning you propose. Jess 250
words
The Fed Project’s business strategy is product differentiation and standing out from its
competitors such as Uber Eats and YouFoodz will be a key requirement for business
success. With the Fed Project’s superior food quality, technology, price and
convenience healthy eating at work has never been easier.
Example: The Fed Project vs. competitors
The Fed Project
·
Freshness and quality: All ingredients are sourced locally from 100%
Australian products, supporting Australian Farmers and the community. No
nasty additives.
·
Ease of Use App: The handy user and mobile friendly app makes ordering
lunch a quick and easy simple process.
·
Community: The Fed Project gives back to the community helping support
our local homeless population of 400 rough sleepers in the CBD and inner
suburbs (ABC, 2018).
·
Convenience: Ready-to-eat meal delivery service that provides the busy
working population of the Melbourne CBD with quick and easy lunch
offerings with a difference.
·
Healthy Lifestyle: The Fed Project promotes healthy lifestyles for busy
Australians by offering a healthy version of ‘fast-food’ at lunchtime Monday to
Friday.
The Fed Project’s marketing positioning is to target consumers working in the
Melbourne CBD focusing on a demographic of young adults to mature adults, both male
and female and typically office workers of at all levels. The market for this product has
been defined as highly competitive as there are multiple online food ordering
businesses already in the market. The Fed Project will focus on a feature specific
positioning strategy by focusing on the features of The Fed Project like quality, price
and convenience. The Fed Project’s promise is to always provide fresh and healthy
lunch offering’s with on-time delivery and at the same time helping support our
community and Melbourne’s homelessness.
● Begin by explaining your market position through the use of a perceptual map (or
similar) and discussing competitors (showing their existing market share,
weaknesses and strengths—and how you will beat them. This should include a
3Is competitor’s analysis). Jess 250 words
The Fed Project’s market position through the use of a perceptual map focuses on two
key criteria wide choice and limited choice and healthy and non-healthy. The purpose of
the perceptual map is to identify and visually display the perceptions of consumers or
potential consumers. Moreover, The Fed Project has identified a space on the map that
is currently unoccupied by its competitors. As indicated on the perceptual map the
consumers’ ideal point is located at the top-right hand section of the diagram in the wide
choice and healthy area. The Fed Project is currently positioned at the ideal point for
consumers free from relative competitors.
A 3Is competitor analysis has been used to identify the immediate competitors,
impeding competitors and invisible competitors, including information on who they are,
the market share, positioning and reactions.
Immediate competitors
·
YouFoodz
·
Uber Eats
·
Lite N Easy
Impending competitors
·
Hello Fresh
·
Marley Spoon
Invisible competitors
·
Diversified companies looking to diversify their restaurant offerings such as Yum!
Brands Inc.
·
Investors looking to expand from prosperous industries
·
Investors looking to exit from failed industries
Who are they?
The Fed Project’s immediate competitors are YouFoodz followed closely by Uber Eats
and Lite N Easy. YouFoodz is a dominant competitor that already has a large share of
the market for ready-to-eat meal delivery services. A strength of YouFoodz is that they
have ready to eat meals in small grocery stores such as IGA. A weakness of YouFoodz
is that their meals have additives such as thickener (1442), Acidity Regulator (270) and
Preservatives (202,285). Insert in-text citation?
Market share
In 2017, the competitors of The Fed Project occupied a share of 35.4% of consumers
between the range of 25-34 year olds (Statista, 2018). Annual growth is expected to rise
by 14.8% year over year with a total of 6.9m users of online food delivery services by
2018 (Statista, 2018).
Positioning
The Fed Project aims to differentiate its offering to create value for the market over its
competitors. For example, The Fed Project will not include any nasty additives in their
fresh meals like it’s major competitor YouFoodz does.
Reactions
Immediate and impending competitors may react to The Fed Project entering the
market share by offering discounts, a new menu, charitable incentives or perhaps
changing their business model to include fresh ready meals in the case of Hello Fresh
and Marley Spoon as the consumer is required to cook their own meals with the
ingredients provided.
● Identify and discuss your market potential and marketing mix strategy—describe
the target market and develop the 4Ps or 7Ps. Steph 250 words
Market potential is described as the total demand for a product or service in a given
environment (Bhasin, 2017). It includes five main elements; market size, market growth,
competition, profitability and consumer base. With regards to The Fed Project, the
market potential is strong. This is despite the fact that competition in the industry is high
and profitability has seen a slight decrease, as there is still a large market size, good
projected market growth and a large shift to healthier meal options due to demands
from consumers.
Please refer to the Table X for further details of each specific element.
Table X – Market Potential Elements
Element
Market Size
Market Growth
Competition
Profitability
Relevant Details
·
Over 220,000 people work in Melbourne’s CBD (COM, 2017)
·
$19.7bn revenue in fast food and takeaway food services in
Australia (IBISworld, 2017a)
·
Health consciousness of Australian individuals has grown over
last 5yrs, 1.2%, and is forecast to grow another 0.3% this
calendar year, 18-19’ (IBISworld, 2017b)
·
28.6% of all fast food and takeaway food services are in Victoria
(IBISworld, 2017a)
·
3.7% growth over last 5 yrs in fast food and takeaway food
services in Australia (IBISworld, 2017)
·
Huge growth in food delivery services fuelling growth in the
industry (IBISworld, 2017a)
·
Growing demand for healthier options (IBISworld, 2017b)
·
Competition level is high and continues to increase (IBISworld,
2017a)
·
Traditional fast food operators are increasing healthy options due
to consumer demand (IBISworld, 2017a)
·
Supermarkets are increasing the production of ready-made meals
due to consumer demand (IBISworld, 2017a)
·
Only one other true societal enterprise aimed at the homeless in
Melbourne – STREAT. Main focus is on training the homeless,
rather than feeding them.
·
Slight decline in profitability due to commissions paid to external
delivery services (Lecovskikh, 2018)
·
Marginal decline on the industry overall, largely influenced by
decline in traditional fast food and takeaway services, rather than
health options (IBISworld, 2017a)
Consumer Base
·
Consumers shifting preferences to healthier options (IBISworld,
2017a)
·
Consumers demanding online and mobile app ordering
(IBISworld, 2017a)
·
Younger median age of people working in Melbourne’s CBD
increases demand for fast food (IBISworld, 2017a)
Ensuring a successful marketing mix starts by creating a product that will be easily
differentiated within the market. Our marketing strategy will highlight its advantages and
benefits over its competitors to ensure the value of the product is emphasised toward
our target segment (Lamb et al, 2013). Our product is both a service, convenient
delivery and a good, healthy food options. The intangible service elements of our
product such as convenience, healthy lifestyle decision making and its societal aspect is
what lifts our product above the rest.
Our marketing strategy will be primarily market-orientated, focusing on inbound
marketing through social media and online, engaging users through Facebook,
Instagram and twitter as well as search engine optimisation and e-mail contact. This will
ensure our product is being targeted through the channels used most by our target
audience. By utilising electronic means of communication we also align with the
business objectives of reducing waste and being sustainably minded. The Strategy will
have a two-pronged approach, one focusing on the healthy convenient food delivery
and the other on the environmental and societal impact ensuring maximal market
coverage of both areas.
7 P’s Marketing Mix Strategy figure X
● Explain your launch strategy and what you will do to get the brand known. Will
you sell the business/franchises off paper? Will you set up the first outlets as
company-owned stores; i.e., as working models to sell future investors and for
training? Steph 250 words
Launch Strategy
In order for The FED Project to be successful it will need a robust launch strategy to
ensure that the product is delivered as intended and new consumers are being gained.
This will occur through a 5 phase launch strategy that outlines everything from what
happens pre-launch to what happens as part of ongoing development, shown below.
Phase 1 – Procurement of foundational partnerships
● Meet with large local businesses that align with The FED Project’s values
● Negotiate partnership for lunch packages/rewards/etc.
Phase 2 - Product testing and foundational consumer roll out
● Test recipes/processes/timing/delivery routes with foundational partners
● Promote product and service to employees at foundational partners
● Gain feedback from foundational partners Re: service and products
● Improve any areas of weakness within the service or products
Phase 3 - Social media marketing
● Social media advertising in partnership with foundational companies
● Highlight benefits; healthy, delivery, societal, etc.
● Links to website/app
● Search Engine Optimisation for online searches for relevant terms
● Discount for first 2 weeks to increase initial user base
Phase 4 - Public roll-out
● Open app orders to the public
● Continue deliveries to foundational partners
● Offer referrer based discounts for current users to encourage new users
Phase 5 - Ongoing Development
● Continue to gain partnerships with local businesses
● Publish statistics on societal impacts from The FED Project for marketing
● Market partnerships via social media
● Prepare for future franchising opportunities
From here The FED Project will use the company owned business in Melbourne’s CBD
to profile the idea to potential franchisees and also use it to train incoming management
staff and future franchisees. We believe this business idea can be implemented
throughout the country and eventually be franchised on a global scale.
Social media was chosen as our main channel of marketing as it is most used with our
target market, with 95% and 92% of adults aged 18-34 and 35-44% using social media
to follow brands the are interested in (LaMontagne, 2015). This is further supported by
our choice to offer discount codes via social media with 48% and 35% of adults aged
18-34 and 35-44% using social media to get coupons or see promotions from brands
they are interested in (LaMontagne, 2015).
Pitch of profitability (approx. word length: 900 words). Jean & Francis
Discuss the potential profitability of the business and explain how this would be
attractive to investors. Support your discussion with information derived from your
financial analysis (this should include 5 years’ worth of projections—including cashflow
statements as well as profit and loss reports). This section should include information
about likely returns on investment, initial development or start-up costs, projected
payback periods and projected growth targets for revenue/profits etc., based on the
market size and market share. Detailed information for this section should be attached
as an appendix (see #9 below).
0
Stakeholder charter (approx. word length: 400 words). Julie (324 words)
At The Fed Project we want the right choice to be as easy and eating lunch. That’s why
we ensure that our key stakeholders; our employees; our customers and the community
are treated with the utmost respect and transparency. To ensure The Fed Project
conducts itself with integrity, The Fed Project is committed to creating a culture where it
operates in a professional and ethical manner. To ensure that the highest standards of
business practice are upheld and to establish a culture of integrity The Fed Project
incorporates the UN's Global Compact principles into its strategies policies and
procedures. We follow our simple acronym in all facets of our business, FED, Fair,
Empower and Develop. In all aspects of our business the simple guideline question for
our decisions are, is it fair? being the first and most important question then followed by
does it empower? and does it help development?
The Fed Projects guiding principles are as follows:
Honesty
We will be honest and transparent in all actions and
communication.
Caring
We care about all our stakeholders which includes the environment.
We treat all our stakeholders fairly, we empower them, and we
develop them.
Respect
We respect all our stakeholders. We pride ourselves in
demonstrating respect for human dignity, privacy, rights and
interest.
Responsible
We are responsible and that means we initiate social responsibility,
we provide a safe and fair environment for our employees.
Accountability
We are accountable for our actions and we must pride ourselves on
the quality and integrity of our products and business and to avoid
corruption.
Proactive
We must be proactive and act to have a position effect to
environment.
Create
We create innovation and ideas to the benefit of our stakeholders
and to enrich the environment
Growth
We focus on the growth of our stakeholder’s development.
F.E.D
Our bottom line is To be fair, to empower and to develop.
Conclusion (approx. word length: 200 words). Ali
References (not included in word count).
Reference list using Swinburne Harvard style.
Noonan, A, Hall, C 2018, ‘Melbourne homelessness count finds 392 rough sleepers in
CBD and inner suburbs’, viewed 29 August 2018
Statista 2018, ‘Online Food Delivery’, viewed 1 September 2018
Bhasin, H 2017, How to determine Market potential for any product or service,viewed
6/9/18, https://www.marketing91.com/determine-market-potential/
City of Melbourne 2017, CLUE 2017 summary report infographic, v iewed
7/9/18,https://www.melbourne.vic.gov.au/SiteCollectionDocuments/clue-2017-summaryreport-infographic.pdf
IBISworld 2017a, Australia Industry Report- Fast Food and Takeaway Food Services in
Australia, viewed 6/9/18,
http://clients1.ibisworld.com.au.ezproxy.lib.swin.edu.au/reports/au/industry/ataglance.as
px?entid=2005
IBISworld 2017b, Business Environment Profiles - Health consciousness, v iewed
6/9/18,
http://clients1.ibisworld.com.au.ez.library.latrobe.edu.au/reports/au/bed/default.aspx?be
did=64
Lecovskikh, A 2018, Too many cooks in the kitchen: IBISWorld explores the key issues
impacting the fast-growing food-delivery sector, viewed 7/9/18,
https://www.ibisworld.com.au/media/2018/07/20/too-many-cooks-in-the-kitchen-ibisworl
d-explores-the-key-issues-impacting-the-fast-growing-food-delivery-sector/
Lamb, CW, Hair, JF, McDaniel, C, Summers, J and Gardiner, M, 2013, MKTG2: 2nd
Asia-Pacific edition, Cengage Learning Australia.
LaMontagne, L 2015, MarketingSherpa Consumer Purchase Preference Survey:
Demographics of customer reasons to follow brands’ social accounts, viewed 6/9/18,
https://www.marketingsherpa.com/article/chart/demographics-why-customer-follow-bran
ds-social-media
Appendix (part of pitch; see #5 above).
Financial information and calculations to supplement the pitch in #5 (not included in
word count).
Infographic Julie
● To include Jess’s perceptual map
● To include some pretty graphs or pie charts
● To include stats and figures
● To include map of Melbourne CBD
11/09/2018
Assignment 4: Presentation and report
Teaching period 2, 2018
BUS30024: Advanced Innova ve Business Prac ce
Assignment 4: Presenta on and report
Word limit: 3500 (+/ 10%)
Time limit: 10–12 minutes (+/10%)
Weighting: 40%
Due date: 5pm AEST Monday 24 September 2018 (Week 11)
After you have read this information, head over to the Assignment 4 Q&A discussion board to ask any
questions and see what your peers are saying about this assignment.
Assignment overview
As a team, you will produce a business proposal in the form of a report, as well as a presentation
to pitch your proposal.
A key theme in this unit as a whole is for you to learn teamwork. These skills will be essential for
your second capstone project, but they are also critical skills in virtually any workplace. That's why
we are asking you to create these products as a cohesive team. At the same time, you will be
learning about innovative business practice by designing your business and justifying your
decisions in your assignment.
In this way, these assignments are as much about the process as the product. By completing this
assignment, you will develop and demonstrate your ability to:
1. Undertake and evaluate research, integrating business and innovation frameworks to solve
business problems in local and global contexts taking into account the impact of solutions on
the triple bottom line.
2. Demonstrate analytical, critical, ethical, sustainable and creative thinking and problem solving.
3. Communicate both verbally and in writing in an appropriate business manner.
4. Work collaboratively in diverse teams demonstrating cultural sensitivity.
Assignment details
As a team, create a business that you will pitch to a potential investor. Your choice of business will
be based on one of the following three options:
1. A new business (startup).
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2. An existing business from overseas that is not operating in Australia.
3. A franchise currently operating in a country overseas but not in Australia.
If you choose Option 2 or Option 3 (i.e. if you use an existing business), seek approval of your
chosen business from your eLA. Large multinational franchises such as McDonalds or KFC are
not permitted.
Present your strategy as follows.
Presenta on
Using only an infographic (no other slides), give a presentation to the class about your business.
In your presentation, demonstrate the persuasiveness of the business proposal for your chosen
audience (e.g. potential investors). To create a persuasive presentation, consider:
the logic of the sequencing
explanations as may be necessary to a nonspecialist audience to understand details of
proposed business
data to support your presentation.
Show how the team has worked together. To demonstrate your teamwork, provide:
a clear and logical transition from one team member to the next
equal balance and contribution of team members
a cohesive the presentation.
Note: All the members of the team must be involved in the presentation.
Infographic
Your infographic must be the only visual support for your presentation, and it must be no more
than one page. Include the following information:
1. Name of the business or franchise
2. Product and service description
3. Explanation of your business choices:
identify the competitive advantages (derived from macro and industryfactors analysis)
create a marketing mix strategy using either 4Ps or 7Ps
create a perceptual map to illustrate where your business/franchise sits in the competitive
environment
the major financial and other information for the business
startup costs or initial investment cost and contract length (if relevant)
royalty fees (if relevant)
return on investment and payback period
expected sales growth over five years
social impact (be creative)
names of team members and team name or team logo.
Additional items may be added if you deem them suitable for the business.
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Assignment 4: Presentation and report
Report
Write a report to show the research and business case for your business. The report must include:
1. Executive summary (max length 1 x A4 page; not a separate part of the word count).
2. Introduction (approx. word length: 200 words).
3. Description (approx. word length: 800 words).
Describe the business, its social impact and an explanation and justification for your choice.
Your discussion should include information and research from your external and industry
analysis (this should include a Porter's 5 Forces and PESTEL analysis), explaining why your
team has selected the business.
4. Proposed strategy and justification (approx. word length: 1,000 words).
Explain the business strategy and marketing positioning you propose.
Begin by explaining your market position through the use of a perceptual map (or similar)
and discussing competitors (showing their existing market share, weaknesses and
strengths—and how you will beat them. This should include a 3Is competitor’s analysis).
Identify and discuss your market potential and marketing mix strategy—describe the target
market and develop the 4Ps or 7Ps.
Explain your launch strategy and what you will do to get the brand known. Will you sell the
business/franchises off paper? Will you set up the first outlets as companyowned stores;
i.e., as working models to sell future investors and for training?
5. Pitch of profitability (approx. word length: 900 words).
Discuss the potential profitability of the business and explain how this would be attractive to
investors. Support your discussion with information derived from your financial analysis (this
should include 5 years’ worth of projections—including cashflow statements as well as profit
and loss reports). This section should include information about likely returns on investment,
initial development or startup costs, projected payback periods and projected growth targets
for revenue/profits etc., based on the market size and market share. Detailed information for
this section should be attached as an appendix (see #9 below).
6. Stakeholder charter (approx. word length: 400 words).
Develop a stakeholder charter for your business and explain how the points developed for your
stakeholder charter will be applied in the business. You should include 8 principles in your
charter that are specific and tailored to your business. At least 4 of these should come from the
Global UN Compact.
7. Conclusion (approx. word length: 200 words).
8. References (not included in word count).
Reference list using Swinburne Harvard style.
9. Appendix (part of pitch; see #5 above).
Financial information and calculations to supplement the pitch in #5 (not included in word
count).
Team charter
This is a group activity, so all individual members must actively participate. The team charter you
developed during the Week 3 discussion is an essential part of dividing tasks and building an
effective team. For the presentation component, each member of the team must present live
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during the Collaborate session.
Suppor ng resources
The following are not required resources for your assignment. Rather, they are here to help you as
needed in completing your task.
Teamwork resources
The Student Portal's Study resources (https://portal.swinburneonline.edu.au/studyresources)
section contains a range of tools for helping you with teamwork, including:
Team charter (DOC 60 KB) .
Tips for successful teamwork (https://portal.swinburneonline.edu.au/studyresources/tips
successfulteamwork) .
Dealing with team conflict (https://portal.swinburneonline.edu.au/studyresources/dealing
teamconflict) .
Missing team members (https://portal.swinburneonline.edu.au/studyresources/missing
teammembers) .
Presenta on and assignment resources
The Student Portal also contains resources to help you with researching, creating and submitting
presentations, including:
Researching tips (https://portal.swinburneonline.edu.au/studyresources/research) .
Referencing in Swinburne Harvard
(http://www.swinburne.edu.au/library/referencing/harvardstyleguide/) .
Presentation skills (https://portal.swinburneonline.edu.au/studyresources/presentation
skills) .
Submission details overview
Please submit the report via Turnitin.
For the presentation, your team will present live via Collaborate. Your eLA will set up a
Collaborate session to discuss the requirements in more detail. However, one student from each
group will also need to submit the report and slides as a pdf via Turnitin on the Monday of Week
11.
Please use the Assignment 4: Presentation submission point to submit your team's final
infographic.
This guide Collaborate: What is it and how do I use it?
(http://www.swinburneonline.edu.au/university/currentstudents/collaboratewhatitandhowdoi
useit) from the Swinburne Online Student Portal also explains how to use Collaborate. Once you
have completed your presentation save the Collaborate link.
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Please note that Collaborate supports the following file types for slides:
.ppt, .pptx, .six, .odd, .bmp, .gif, .jpg, .jpeg, .png, .mp3, .wmv, .mpeg, .mpeg4, QuickTime,
Flash.
Keynote native files are not supported, but Keynote allows you to export as a .ppt or .pptx (not
.pdf or .doc).
Assignment criteria
1.
2.
3.
4.
5.
Effective communication in infographic and oral presentation.
Analysis of environment.
Strategy, financial pitch and stakeholder charter.
Writing and referencing.
Evidence of teamwork throughout.
Your work will be assessed using the following marking guide:
Criteria
Effective
communication
in infographic
and oral
presentation
(40%)
No
Pass
Did not
meet
criterion.
Pass
5059%
Credit
6069%
Distinction
7079%
High
Distinction
80100%
Infographic and
presentation
contain all or
most key
information, and
have some
clarity, however
they do not
communicate
the message
persuasively or
succinctly.
There are
issues with flow
of information/
presentation.
Infographic and
presentation are
clear and show
some relationships
and linkages
between various
factors, but may
not make a strong
persuasive case
regarding the
franchise/business.
Infographic and
presentation
are clear,
include relevant
information and
logos, and are
easily
read/heard and
understood by
the appropriate
audience.
Text and
graphics are
Visuals and verbal
information are
clear and
understandable to
a general
audience, but may
not be persuasive,
Visuals, flow of
information and
nonverbal
cues (such as
clarity of
speech,
pauses, tonal
Infographic
presentation
clear, includ
relevant
information
logos, are e
to follow and
the
communicat
of key
information t
wider audien
readable, but
may not
communicate
well to a wide
cohesively
integrated, or style
choices may not fit
with franchise.
level, projection
and inflection of
voice)
demonstrate
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Format and
is engaging
communicat
a strong
persuasive
message
regarding th
viability and
strategy of t
franchise.
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Criteria
Assignment 4: Presentation and report
No
Pass
Pass
5059%
audience or
effectively
persuade the
viewer.
The
presenters
Credit
use most of the
6069%
vocabulary
correctly, though
there are
occasional errors.
Visual and non
verbal
communication
(e.g. eye
contact, body
language,
tables,
diagrams) are
features of the
presentation
and make the
presentation
understandable,
but the
speakers
appear
tentative.
Distinction
7079%
understanding
of visual, verbal
and nonverbal
communication.
Appropriate
and fluent use
of industry
vocabulary is
balanced with
clear, concise
language to
explain the
concepts to a
nonspecialist
audience.
There are
(20%)
Did not
meet
criterion.
The report and
presentation
show evidence
of research, but
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The
presentation
demonstrate
thorough
understandi
of context,
audience, an
purpose tha
responsive t
the assigned
task(s) and
focuses all
elements of
work.
The audio
visual tools
used have b
employed to
good effect t
produce a
professional
and polished
presentation
errors in
vocabulary
usage, or a
failure to
explain relevant
concepts to a
nonspecialist
audience, that
demonstrate a
lack of
understanding
of the concepts.
Analysis of
environment
A
range of
High
visual, verba
Distinction
80100%
and
nonver
cues used
effectively,
demonstrati
strong
understandi
of
communicat
methods.
The report and
presentation show
evidence of
research through
The report and
presentation
show depth &
breadth of
The report a
presentation
show depth
breadth of
6/13
11/09/2018
Criteria
Assignment 4: Presentation and report
No
Pass
Pass
5059%
Credit
6069%
Distinction
7079%
High
Distinction
80100%
research is
insufficient in
quantity or
quality to
support the
argument
made. Specific
gaps in
research can be
cited.
use of
authoritative,
current and reliable
sources.
research
through use of
authoritative,
current and
reliable
sources.
research
through use
authoritative
current and
reliable
sources.
The description
section
explains the
market position
(e.g. by using a
perceptual
map) with
justification,
showing
evidence of
critical thinking
about the
environment.
The researc
used
strategically
support a
persuasive
argument of
why the
business wil
viable in the
given
environment
The description
section
describes the
market position,
but does not
explain or justify
the asserted
position.
The description
section explains
the market position
(e.g. by using a
perceptual map)
with justification.
Further depth or
breadth of
research would
better support the
argument.
The descript
section expl
the market
position (e.g
using a
perceptual m
with
justification,
showing
evidence of
critical think
about the
environment
Uses the
market posit
as part of th
persuasive
argument fo
the propose
business.
Did not
https://swinburneonline.instructure.com/courses/499/assignments/5233
7/13
11/09/2018
Criteria
Strategy,
financial pitch
and
stakeholder
charter
(20%)
Assignment 4: Presentation and report
meet
No
criterion.
Pass
Pass
5059%
Credit
6069%
Distinction
7079%
High
Distinction
80100%
Attempts to
describe the
market potential
and marketing
mix strategy
(using the 4Ps
or 7Ps), but the
proposal is
unclear or
incomplete.
Identifies the
market potential
and marketing mix
strategy (using the
4Ps or 7Ps), but
does not justify the
strategy.
Identifies and
justifies the
market
potential and
marketing mix
strategy (using
the 4Ps or
7Ps).
Identifies an
justifies the
market pote
and marketi
mix strategy
(using the 4
or 7Ps).
Describes the
launch strategy,
but does not
explain or justify
its reasoning.
A financial
statement is
provided, but it
is missing a key
piece of
information (no
more than one).
Stakeholder
charter is
provided and
the relationship
with the
business is
stated, but it
lacks clarity and
cohesion with
the business
strategy.
Describes the
launch strategy,
but does not
explain or justify its
reasoning.
All major indicators
shown and
financial viability of
business is clearly
indicated.
Stakeholder
charter shown as
textual content/
diagram, with clear
relationship to
business
evidenced.
Explains the
launch strategy.
All major
indicators
shown and
financial
viability of
business is
clearly
indicated.
Stakeholder
charter shown
as textual
content/
diagram, with
clear
relationship to
business
evidenced.
Explains the
launch strate
Both the
marketing a
launch
strategies ar
persuasive,
show eviden
of critical
thought abo
the target
market of th
business.
All major
indicators
shown and
financial via
of business
clearly
indicated.
This financia
pitch is
persuasive,
showing
strategic and
critical think
about the
problem.
Stakeholder
charter show
as textual
https://swinburneonline.instructure.com/courses/499/assignments/5233
8/13
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Criteria
Assignment 4: Presentation and report
No
Pass
Pass
5059%
Credit
6069%
Distinction
7079%
High
Distinction
80100%
content/
diagram. Sh
clear eviden
of critical
thinking,
integrating t
stakeholder
charter into
business
proposal
overall.
Writing and
referencing
(10%)
Did not
meet
criterion.
Executive
summary is
attempted, but
lacks detail and
clarity.
General flow of
information is
inconsistent
and detracts
from the clarity
of the report
and infographic.
Writing contains
multiple
punctuation,
spelling, or
capitalisation
errors.
All sources are
cited intext,
and included in
the reference
section, in
Swinburne
Harvard.
https://swinburneonline.instructure.com/courses/499/assignments/5233
Executive
summary is
present and covers
the essential
content of the
proposal. The
language could be
more clear and
concise.
Ideas are
sequenced, but
transitions
between ideas are
insufficient for a
clear flow.
Some errors may
remain in
punctuation,
spelling, or
capitalisation.
All sources are
cited intext, and
included in the
reference section,
in Swinburne
Harvard.
Executive
summary is a
concise
summary of the
essential
content of the
whole proposal.
General logical
flow and is
coherent, clear
and consistent.
Attention given
to spelling,
expression and
formatting.
Evidence of
proofreading of
the report and
infographic. A
few proofing
errors remain.
All sources are
cited intext,
and included in
the reference
section, in
Executive
summary is
concise
summary of
essential
content of th
whole propo
Additionally,
executive
summary is
persuasive,
showing an
understandi
of what will
influence the
reader.
Sequencing
ideas within
paragraphs
transitions
between
paragraphs
smoothly an
coherently
throughout t
paper.
9/13
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Criteria
Assignment 4: Presentation and report
No
Pass
Pass
5059%
However, many
referencing
errors indicate
that
proofreading
may be
required.
Some
Creditreferencing
errors indicate that
6069%
proofreading may
be required.
Distinction
7079%
High
Distinction
80100%
Swinburne
Harvard.
Writing is
virtually free
punctuation
spelling, or
capitalisatio
errors.
Few
referencing
errors remain.
All sources a
cited intext,
and included
the referenc
section, in
Swinburne
Harvard.
Any errors th
remain are
inconsequen
Evidence of
teamwork
throughout
(10%)
Did not
meet
criterion.
The distribution
of quality and
quantity of
presentation
time among
presenters
shows very little
evidence of
equal
contributions to
work, though all
team members
are present and
do present.
The quality of
different report
sections varies
greatly, though
all sections are
present and
attempted.
https://swinburneonline.instructure.com/courses/499/assignments/5233
The distribution of
quality and
quantity of
presentation time
among presenters
shows some
evidence of equal
contributions to
work.
The quality of
different report
sections varies
somewhat.
There are
transitions
between
presenters, but
they are a bit
rough or stilted.
Equal
apportioning of
work is
demonstrated
by equal quality
and quantity of
presentation
time among
presenters, and
roughly equal
Equal
apportioning
work is
demonstrate
by equal qua
and quantity
presentation
time among
presenters,
equal
quality of all
sections of the
report.
professional
quality of of
report, which
flows as a
cohesive wh
Evidence of
collaboration is
shown in the
smooth
transitions
between
presenters.
Evidence of
collaboration
shown in
cohesion
between the
presenters w
10/13
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Assignment 4: Presentation and report
Criteria
No
Pass
Very
Passrough or
no transitions
5059%
between
presenters.
In
both the
Credit
presentation and
6069%
the report, some
collaboration is
shown because
the sections do not
contradict each
other.
In
both the
Distinction
presentation
7079%
and the report,
collaboration is
evident
because
different
sections
reference each
other and do
not contradict
each other.
High
Distinction
80100%
segues from
one present
to the next.
In both the
presentation
and the repo
collaboration
evident
because
different
sections
reference ea
other, do no
contradict ea
other, and fl
as one
cohesive,
persuasive
whole.
Marking guide
Please note that the assignment criteria listed below have the following subweightings:
Infographic and Presentation—45% of 100 marks
Effective communication in infographic and presentation—40% allocated as follows per
the descriptions in the rubric.
Quality of the infographic: 10%.
Viability of the franchise and strategy: 10%.
Visual and verbal cues (how teams present, with a focus on visual/camera): 5%.
Audio visual tools (quality of audio/voice): 5%.
Context and understanding (this includes responses to Q&A): 10%.
Evidence of team work—5% has been allocated to the presentation.
Report—55% of 100 marks
Analysis of environment—20% to be allocated as follows:
Market position and perceptual map (includes 3Is competitors analysis): 10%
Environment and industry analysis (includes Porters & PESTEL): 10%.
Strategy, Financial pitch and stakeholder charter—20% to be allocated as follows:
Launch and growth strategy: 5%
https://swinburneonline.instructure.com/courses/499/assignments/5233
11/13
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Assignment 4: Presentation and report
Financials and profitability: 10%
Stakeholder charter: 5%.
Writing and referencing—10%.
Evidence of team work—5% has been allocated to the report.
Assessment declara on
All students must agree to the following declaration when submitting assignment items.
Declaration and Statement of Authorship
1. I have not impersonated, or allowed myself to be impersonated by any person for the purposes of
this assignment.
2. This assignment is my/our original work and no part of it has been copied from any other source
except where due acknowledgement is made.
3. No part of this assignment has been written for me by any other person except where such
collaboration has been authorised by the lecturer/teacher concerned.
4. I have not previously submitted this work for this or any other course/unit.
5. I give permission for my assignment response to be reproduced, communicated, compared and
archived for plagiarism detection, benchmarking or educational purposes.
I understand that:
Plagiarism is the presentation of another person's work as though it is your own. It is a form of
cheating and is a very serious academic offence that may lead to exclusion from the university.
Plagiarised material may be drawn from published and unpublished written documents,
interpretations, computer software, designs, music, sounds, images, photographs, and ideas or
ideological frameworks gained through working with another person or in a group.
Plagiarised material can be drawn from, and presented in, written, graphic and visual form,
including electronic data and oral presentations. Plagiarism occurs when the origin of the material
used is not appropriately cited.
I agree and acknowledge that:
1. I have read and understood the Declaration and Statement of Authorship above.
2. I accept that use of my Swinburne account to electronically submit this assignment constitutes my
agreement to the Declaration and Statement of Authorship.
3. If I do not agree to the Declaration and Statement of Authorship in this context, the assessment
outcome may not be valid for assessment purposes and may not be included in my aggregate
score for this unit.
https://swinburneonline.instructure.com/courses/499/assignments/5233
12/13
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Assignment 4: Presentation and report
Penalties for plagiarism (https://www.swinburne.edu.au/currentstudents/managecourse/examsresults
assessment/plagiarismacademicintegrity/plagiarismmisconduct/) range from a formal caution to
expulsion from the university, and are detailed in the Student Academic Misconduct Regulations
2012. (https://www.swinburne.edu.au/about/leadershipgovernance/policiesregulations/statutes
regulations/studentacademicmisconduct/)
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