Defining And Understanding The Marketplace And Customers of Colgate
Task 1a: Defining and Understanding the Marketplace and
Individual task work 20%
In this individual assessment, students are allocated a customer and company and are
required to develop a document with a focus on clearly communicating the students’
understanding of the current customer and marketplace.
As task 1a creates the foundation for all other assessment tasks that follow, as well as being
pivotal to discussions within the flipped classroom environment that will occur in week 5, late
submissions will not be accepted.
Task 1a Aim
Students will be allocated a customer segment and Company. With this segment and
company in mind, you are to individually construct a thorough current situation analysis i.e.
establish “Where are we now?”. This will include but not limited to a thorough:
Choice and justification of a brand within your allocated company that you feel this
segment would/could be attracted to,
Microenvironmental (internal) analysis with a focus on allocated segment and chosen
Macroenvironment (external) analysis with a focus on allocated segment and chosen
SWOT that draws the internal (SW) issues from the students Microenvironmental
analysis and their External (OT) issues from students Macroenvironmental analysis.
Task 1a Administration Guidelines
Individual reports must be no more than 4 pages in length at size 12 font, 1.5 line spacing
and must conform to the Business School Written Document Policy. Please note, as per
Business School Policy, the page limit includes in-text referencing and the reference list.
To ensure feedback is returned promptly, please attach the Task 1a grading sheet (see
attached; not included in Task 1a page count) as the first page of the document. Marks will be
deducted for lack of grading sheet. Defining And Understanding The Marketplace And Customers of Colgate.
Students must individually upload assignments to the appropriate folder in Turnitin (see link
Assignments on Canvas)
Please Note: As task 1b in the week 5 lecture is built around all students sharing their
feedback of task 1a, students who have not yet submitted their task 1a (irrespective of
special consideration etc.) are unable to participate in this task 1b sharing due to
Sem 2, 2019
Assessment grading sheet – Individual Task 1a (20%)
Defining and Understanding the Marketplace and Customers
Student Name: SID:
Company: Brand selected:
Due via turnitin 9 am August 31 st
(Due to the nature of this course, late submissions may hinder participation
in Task 1b feedback sessions held in week 5 Lectures)
Solid and thoughtful construction of Customer Profile collected from across
multiple sources/observations etc. leading solid consumer insights
Thoughtful demonstration of marketing principles concepts including but
not limited segmentation and consumer behaviour concepts.
Clear and logical communication of relevant Microenvironmental analysis
with links to customer insights
Clear and logical communication of relevant Macroenvironmental analysis
with links customer insights,
Relevant choice of Company Brand with relevance to allocated customer
Clear and logical construction of SWOT with internal (SW) issues drawn
directly from Micro and external (OT) issues drawn directly from Macro.
Solid links to critical thinking and theoretical understanding throughout
Clarity of expression and readability- evidence of solid and effective
proofreading and editing to deliver a professional document
Referencing is complete and appropriate – See APA 6 th
4 Page limit including in-text referencing, reference list as per Business
Appropriate use of appendices (not included in page limit)
This grading sheet attached at the beginning of the document (not
included in page limit). Defining And Understanding The Marketplace And Customers of Colgate.
STRENGTH OF ARGUMENT AND PERSUASIVENESS i.e. “Is this
or ORDER A CUSTOM PAPER