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). https://swinburneonline.instructure.com/courses/499/assignments/5233 1/13 11/09/2018 Assignment 4: Presentation and report 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. https://swinburneonline.instructure.com/courses/499/assignments/5233 2/13 11/09/2018 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 https://swinburneonline.instructure.com/courses/499/assignments/5233 3/13 11/09/2018 Assignment 4: Presentation and report 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. https://swinburneonline.instructure.com/courses/499/assignments/5233 4/13 11/09/2018 Assignment 4: Presentation and report 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 https://swinburneonline.instructure.com/courses/499/assignments/5233 Format and is engaging communicat a strong persuasive message regarding th viability and strategy of t franchise. 5/13 11/09/2018 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 https://swinburneonline.instructure.com/courses/499/assignments/5233 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 11/09/2018 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 11/09/2018 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 11/09/2018 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 11/09/2018 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 11/09/2018 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/) https://swinburneonline.instructure.com/courses/499/assignments/5233 13/13
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