TOTO to expand in the Australian consumer market.

1 MMK101 Marketing Fundamentals T3 2017 Assessment Brief – TOTO (60% of final grade) Task: Create a marketing plan by applying the theories in line with the overarching framework that you learn in MMK101 to allow TOTO to expand in the Australian consumer market. This assessment is designed to allow students to analyse real-world problems facing TOTO and propose solutions to fulfil the given objectives. This is consistent with the Unit Learning Outcomes (ULOs) and Graduate Learning Outcomes (GLOs) as follow: Unit Learning Outcome (ULO) Graduate Learning Outcome (GLO) ULO 1: Identify and explain theoretical concepts and the marketing mix elements employed in marketing strategy development GLO 1: Discipline-specific knowledge and capabilities GLO 4: Critical thinking ULO 2: Explain the use of market information in developing segmentation and positioning strategies GLO 1: Discipline-specific knowledge and capabilities GLO 3: Digital literacy GLO 4: Critical thinking ULO 3: Apply the marketing concept and marketing strategy in various contexts including profit and not-for-profit organisations, including government GLO 1: Discipline-specific knowledge and capabilities GLO 3: Digital literacy GLO 4: Critical thinking GLO 8: Global citizenship2 Summary of Assessment – TOTO Assessment 1: Digital Literacy Module (DLM) (0%) Due Date: Week 3, Friday 24 November 2017 @ 5:00pm AEDT Failure to complete this task fully and completely by the due date and time will result in you being unable to submit assessments 2 and 3, and therefore forfeiting 60% of your final grade in this Unit. Assessment 2: Segmentation, Targeting, Differentiation and Positioning Strategy (20%) 750 Words (+/- 10%) Due Date: Week 6, Tuesday 12 December 2017 @5:00pm AEDT Late Submission Penalty: If the assessment is submitted late without an approved extension from the Unit Chair, a marking penalty of 5% of the available marks will be deducted each day for up to five days. If the assessment is submitted more than five days after the due date it will not be marked and will be awarded zero (0%) for the task. Word Limit Penalty: If the assessment exceeds the word limit 5% of the available marks will be deducted for every 10% that the word limit (750 words + 10%) is exceeded by. Students who submit their assessment on time will be provided with written feedback and marks on CloudDeakin by Friday 5 January 2018 @ 5:00pm AEDT. Assessment 3: Marketing Strategy Recommendations (40%) 1500 Words (+/- 10%) Due Date: Week 10, Tuesday 23 January 2018 @5:00pm AEDT Late Submission Penalty: If the assessment is submitted late without an approved extension from the Unit Chair, a marking penalty of 5% of the available marks will be deducted each day for up to five days. If the assessment is submitted more than five days after the due date it will not be marked and will be awarded zero (0%) for the task. Word Limit Penalty: If the assessment exceeds the word limit 5% of the available marks will be deducted for every 10% that the word limit (1500 words + 10%) is exceeded by. Students who submit their assessment on time will be provided with written feedback and marks on CloudDeakin by Wednesday 14 February 2018 @ 5:00pm AEDT.3 TOTO want to expand in the Australian consumer market and have hired you as an independent marketing consultant to help them achieve their goal. You will complete a marketing plan consisting of segmentation, targeting, differentiation and positioning strategy (Assessment 2) and strategic recommendations (Assessment 3). Brief: TOTO was founded in 1917 in Japan, and now is the leading global manufacturer of luxury toilets and bidets. ‘TOTO’ is an abbreviation of the two Japanese words: Toyo Toki (meaning Oriental Ceramics). TOTO’s philosophy in designing bathroom furnishings is to protect the environment and its finite resources. Although the company manufactures and provides bathroom design solutions through a complete line of plumbing supplies, including bathtubs, showers, and basins, TOTO is best known for its high-end, innovative toilets. In 1980, TOTO invented the integrated electronic Washlet bidet, and since then have sold 33 million bidet seats throughout the world. The company’s Washlet Zoe was listed in the Guinness Book of Records as the world’s most sophisticated toilet in 2005. For the purpose of this assignment, you will focus on TOTO’s toilet and bidet product-line. Please refer to the video case study, for more information. The case study can be found on the MMK101 CloudDeakin site under Assessment Resources. This video case study must be used as the basis for your segmentation, targeting, differentiation and positioning strategy (Assessment 2) and your strategic recommendations (Assessment 3). The three (3) objectives of the marketing plan for TOTO are to: 1. Identify a suitable target market for TOTO within the Australian consumer market (that is, individual customers and households). We do not want you to market TOTO to business customers such as corporate builders, hotels etc., but to focus on the consumer markets only. 2. Identify how TOTO should position themselves within the Australian consumer market. 3. Develop marketing strategies using three (3) of the extended marketing mix elements (7Ps) that will enable TOTO to successfully expand into the recommended target market. Wishing you an enjoyable time researching and developing your reports and we look forward to reading your wonderful plans. YOU MUST NOT contact TOTO or its personnel in relation to this Assessment UNDER ANY CIRCUMSTANCES4 Assessment 1: Digital Literacy Module (DLM) NOTE: This task is a hurdle requirement in this Unit – you MUST successfully complete the Digital Literacy Module in full by the due date and time before you can submit assessments 2 & 3. Assessment Assessment 1: Digital Literacy Module (DLM) Completed Individually ONLY Weighting 0% of final grade, but if you do not complete this task you will be unable to access the Assessment Drop Box for submission and will not be able to submit your assessments Due Date Week 3, Friday 24 November 2017 @ 5:00pm AEDT Where to Submit DLM link is under ‘Resources’ on the MMK101 CloudDeakin site Late Submission Penalty You will automatically forfeit 60% of your final grade Where is the Digital Literacy Module located? In the MMK101 CloudDeakin site under ‘Resources’/’Assessment Resources’/’Assignment 1 – Digital Literacy Module’ What order does the Module need to be completed in? 1. Complete the “Pre-Module Self-Assessment” section located in the introduction page in the MMK101 unit site. This unlocks the quiz to the “Find” section. 2. Complete the “Find” section, then complete the quiz (link to quiz is located in the “Find” section). You must achieve at least 80% to unlock the “Use” section of the module. 3. Students complete the “Use” section, then complete the quiz. Students must achieve at least 80% to unlock the “Share” section of the module. 4. Students complete the “Share” section, then complete the final quiz. Students must achieve at least 80%. 5. Students complete the “Post-Module Self-Assessment”. 6. HURDLE: Failure to complete this task fully and completely, including the “Post-Module SelfAssessment” will result in you not being able to submit assessments 2 & 3. If you have any queries, please go to the designated “Digital Literacy Module (DLM) Discussion Forum” on the MMK101 CloudDeakin site Discussion Area.5 Assessment 2: Segmentation, Targeting and Differentiation and Positioning Strategy (20%) NOTE: Assessment 1, Digital Literacy Module – MUST have been completed fully by Friday 24 November, 2017, 5:00pm in order to be able to submit Assessments 2 and 3. TOTO would like to expand and service the Australian consumer market. Your task is to segment the market, identify which segment TOTO should target, and recommend how TOTO should differentiate and
position themselves to best serve the recommended target market. Please note the following: ï‚· This is a business report and must be formatted using the template for Assessment 2 and according to the Assessment guidelines (see pages 9-11 of this Assessment Brief). The template can be found on the MMK101 CloudDeakin Site. See ‘Resources’, ‘Assessment Resources’, ‘Assignment 2’. A penalty of 5% of the available marks will be deducted for assignments that are incorrectly formatted. ï‚· Assignments must be submitted as WORD documents only. Assignments submitted using other files types WILL NOT BE MARKED. Microsoft Word is available to students free of charge; please see: http://software.deakin.edu.au/ Assessment Assessment 2: Segmentation, Targeting, Differentiation and Positioning Strategy Completed Individually ONLY Weighting 20% of final grade (marked out of 100) Word Limit 750 words (+/- 10%) Due Date Week 6, Tuesday 12 December 2017 @ 5:00pm AEDT Where to Submit Assessment 2 Dropbox On CloudDeakin Late Submission Penalty 5% of the available marks will be deducted each day for up to five days Word Limit Penalty 5% of the available marks will be deducted for every 10% that the word limit (750 words + 10%) is exceeded by Return Date By Thursday 8 January 2018 @ 5:00pm AEDT6 Please note the following: ï‚· The words per section highlighted in the table above are suggestions only. You may vary the words you use per section. The word count penalty is based on the total words you have written for Assessment 2. Please see page 10 of this Assessment Brief for inclusions and exclusions from the word count. Section Marks Details (optional/suggested breakdown of word limit in brackets) 1 (100 words) 10 Background: Please provide a brief fully referenced background to this report. This should include: – An industry overview – Description of the market offering provided by TOTO that is the focus of this report. 2 (300 words) 35 Market Segmentation Provide a fully referenced overview of the segmentation bases that are most likely used/could be used by TOTO in segmenting their market of potential customers: – Only focus on the relevant segmentation bases and provide a justified rationale for why you think they are the most relevant and why others are not – Provide three (3) appropriate market segments for the company to consider targeting – use a segmentation table to present this information Note: TOTO would like to expand in the Australian consumer market. Please ensure your segments are consumer segments (not business segments) 3 (150 words) 20 Market Targeting and Consumer Profile From the 3 segments identified in Section 2 CHOOSE ONE target market for TOTO to target and provide a fully referenced justification of the chosen target market: – Choose ONE target market and justify why that should be the target market TOTO directs their marketing activities towards, supported by academic literature – Provide a detailed consumer profile of your target market based on the segmentation variables as detailed in Section 2 4 (200 words) 30 Differentiation and Positioning Considering the target market that you have selected, discuss how you would differentiate and position TOTO’s market offerings in consumers’ minds (fully referenced): – Consider the 5 bases of differentiation (product, image, service, people, channel) and choose the most appropriate bases (more than one) to discuss – You must provide a positioning statement and illustrate where TOTO is positioned, relative to competitors, on a positioning map (sometimes referred to as a perceptual map) Overall 5 General communication – Following the requirements listed on pages 9 to 11 of this brief – Appropriate use of digital resources – skills you will have developed from completion of the compulsory Digital Literacy Module – Use of credible and relevant sources (minimum of 5 different sources, with at least 2 of these being peer reviewed sources) – Correct and consistent use of the Harvard style of referencing – NO mistakes in grammar and spelling – give me a piece of work you can be proud of with concise, clear, professional language and writing style7 Assessment 3: Marketing Strategy and Recommendations (40%) Assessment 3 continues from Assessment 2. Based on who you have recommended TOTO should target and how you recommended TOTO should position themselves, you must now recommend a detailed extended marketing mix strategy that will help TOTO to successfully achieve their objectives. Please note the following: ï‚· The consumer profile and the positioning statement presented in Assessment 2 should be used as the basis of the marketing strategy recommended here in Assessment 3. The feedback you received for Assessment 2 should be used to strengthen your strategic recommendations in Assessment 3. ï‚· This is a business report and must be formatted using the template for Assessment 3 and according to the Assessment guidelines (see pages 9-11 of this Assessment Brief). The template can be found on the MMK101 CloudDeakin Site. See ‘Resources’, ‘Assessment Resources’, ‘Assignment3’. A penalty of 5% of the available marks will be deducted for assignments that are incorrectly formatted. ï‚· Assignments must be submitted as WORD documents only. Assignments submitted using other files types WILL NOT BE MARKED. Microsoft Word is available to students free of charge; please see: http://software.deakin.edu.au/ Assessment Assessment 3: Marketing Strategy and Recommendations Completed Individually ONLY Weighting 40% of final grade (marked out of 100) Word Limit 1,500 words (+/- 10%) Due Date Week 10, Tuesday 23 January 2018 @ 5:00pm AEDT Where to Submit Assessment 3 Dropbox On CloudDeakin Late Submission Penalty 5% of the available marks will be deducted each day for up to five days Word Limit Penalty 5% of the available marks will be deducted for every 10% that the word limit (1500 words + 10%) is exceeded by Return Date By Tuesday 13 February 2018 @ 5:00pm AEDT8 Please note the following: ï‚· The words per section highlighted in the table above are suggestions only. You may vary the words you use per section. The word count penalty is based on the total words you have written for Assessment 3. Please see page 10 of this Assessment Brief for inclusions and exclusions from the word count. Section Marks Details (optional/suggested breakdown of word limit in brackets) 1 5 Background Summary of Assessment 2: In the provided template for Assessment 3 identify your target market and consumer profile, and positioning statement developed from Assessment 2. Please note: If you do not use the Assessment 3 Template and put your target market and positioning statement in the provided tables these will form part of your Assessment word count. 2 (1300 words) 75 Extended Marketing Mix Strategies: Using (3) three extended marketing mix elements develop fully referenced strategies for each element. Each strategy must be able to be implemented by TOTO. Your strategies must: ï‚· Use the relevant theory for the extended marketing mix element ï‚· Demonstrate how the strategies will contribute to TOTO achieving their objectives ï‚· Meet the needs of the target market you identified and TOTO’s ideal positioning (as identified in your positioning statement). ï‚· Be fully justified (referenced) – be creative, but ground your decisions in reality and base them on best-practice ï‚· Recommend marketing metrics to measure the success (or otherwise) of each of your strategies 3 (200 words) 15 Conclusions with Implications for the Company: Make sure your conclusion and implications: – Summarise the important elements of both Assessments (Assessments 2 & 3) – State the implications for the company of the findings from your reports (i.e. what does this mean for TOTO?) Overall 5 General communication – Following the requirements listed on pages 9 to 11 of this brief – Appropriate use of digital resources – Use of credible and relevant sources (minimum of 7 different source
s) with at least 4 of these being peer reviewed sources – Correct, consistent use of the Harvard style of referencing – NO mistakes in grammar and spelling – give me a piece of work you can be proud of with concise, clear, professional language and writing style9 Please note the following: 1. Word count does NOT include the tableof contents, reference list, appendices, and any tables or figures used in the body of the document. 2. You must name your Assessment 2 file for submission as: surname_student ID_MMK101_Assessment 2 (for example: smith_123456789_MMK101_Assessment 2) and it MUST be a single (1) Worddocument. 3. You must name your Assessment 3 file for submission as: surname_student ID_MMK101_Assessment 3 (for example: smith_123456789_MMK101_Assessment 3) and it MUST be a single (1) Worddocument. 4. Once you have done this please follow this step-by-step Assessment submission guide: http://www.deakin.edu.au/students/clouddeakin/help-guides/assessment/Assessments 5. Note: In order to see the Assessment 2 and 3 Dropboxes, you need to first complete the Digital Literacy Module. If you have tried to complete this and are having issues, you are best to urgently contact the Library staff at: [email protected] 6. If you have completed the Digital Literacy Module (including the Post-Module Self-Assessment) and can see the Dropbox and are still unable to submit your Assessment then you may be experiencing an IT issue. If this is the case, you are best to urgently contact the Deakin University Student IT Help Desk. Their contact details can be found at: Deakin University Student IT Help Desk 7. Please note that by clicking the SUBMIT button in the online Assessment Dropbox, you are declaring that the work submitted is entirely your own, except where material quoted or paraphrased is acknowledged in the text. You are also declaring that it has not been submitted for assessment anywhere previously (that includes any previous attempts you may have made in this unit!). 8. You will receive an auto-generated email when you have successfully submitted your assessment. If you DO NOT receive this email confirmation it means you have not submitted your assessment correctly and your assessment will not be marked. 9. If you have any queries or need clarification regarding this Assessment please refer to the Assessment FAQs on CloudDeakin in the first instance. 10. Turnitin: – There is no separate Turnitin link in the MMK101 Assessment area – You can submit your draft Assessment to the practice Turnitin dropbox on the UniStart CloudDeakin site to check your originality % as many times as you like, prior to the actual submission date and time. 11. DO NOT submit a hardcopy of your Assessment. Academic Integrity, Plagiarism and Collusion: Plagiarism and collusion constitute extremely serious breaches of academic integrity. They are forms of cheating, and severe penalties are associated with them, including cancellation of marks for a specific Assessment, for a specific unit or even exclusion from the course. If you are ever in doubt about how to properly use and cite a source of information, consult your lecturer or the Study Support website http://www.deakin.edu.au/students/study-support/referencing ï‚· Plagiarism occurs when a student passes off as the student’s own work, or copies without acknowledgement as to its authorship, the work of any other person or resubmits their own work from a previous assessment task. ï‚· Collusion occurs when a student obtains the agreement of another person for a fraudulent purpose, with the intent of obtaining an advantage in submitting an Assessment or other work. Work submitted may be reproduced and/or communicated by the university for the purpose of assuring academic integrity of submissions (http://www.deakin.edu.au/students/studysupport/referencing/academic-integrity).10 Writing and formatting: General writing issues such as poor spelling, grammar, English expression, formatting, and the like will attract penalties ranging from 10% to 100% of the available Assessment marks depending on severity. The assessment must be formatted as a business report (not an essay) using the provided assessment templates. The report is to be written as if you are an independent business consultant – NOTE: Letter or Memorandum, Executive Summary (abstract) and Methodology sections are NOT required. Your Assessment is to be formatted as follows: – Word document format only, A4 size (NO PDF). Assignments submitted in formats other than Word will not be assessed. – One (1) single file – 12 point, Times New Roman font – Fully justified paragraphs, 1.5 or double spaced – Normal margins (2.54 cm left, right, top andbottom) – The assessments should follow a professional report writing format, including: Title Page, Table of Contents, and relevant headings and sub-headings described in this document. Please see the Assessment templates. Word count: Assessments which go over the word limit (+10%) will, in fairness to other students, be penalised between 10% and 100% of the available marks depending on severity. The word limit penalty is 5% of the available marks for every 10% by which the word limit for each assessment is exceeded. The word limit does not include the Title Page, Table of Contents, Tables/Figures, Reference Lists, and Appendices but does include everything else (i.e. In-text citations, headings, and any other material submitted). Sources of information: It is required that you utilise, and correctly reference, throughout each of the two (2) reports. Each Assessment states how many references are required, and the minimum peer-reviewed articles (you can view this video guide to help finding peer-reviewed articles) required. You must correctly use the Harvard style of referencing in this report. If these are not done correctly, you will be penalised between 10% and 100% of the available marks depending on severity. Extensions/Late submission: ï‚· Extensions to the dates for submission of this Assessment will be considered only if a written request with supporting documentation is submitted and negotiated with the Unit Chair. Please email [email protected] if you have an extension/late submission query. ï‚· Late Submission Penalty: If the assessment is submitted late without an approved extension from the Unit Chair, a marking penalty of 5% of the available marks will be deducted each day for up to five days. If the assessment is submitted more than five days after the due date it will not be marked and will be awarded zero (0%) for the task.11 Notes: ï‚· Penalties for late submission: The following marking penalties will apply if you submit an assessment task after the due date without an approved extension: 5% will be deducted from available marks for each day up to five days, and work that is submitted more than five days after the due date will not be marked. You will receive 0% for the task. ‘Day’ means working day for paper submissions and calendar day for electronic submissions. The Unit Chair may refuse to accept a late submission where it is unreasonable or impracticable to assess the task after the due date. ï‚· For more information about academic misconduct, special consideration, extensions, and assessment feedback, please refer to the document: Your rights and responsibilities as a student in this Unit in the first folder next to the Unit Guide of the Resources area in the CloudDeakin unit site. ï‚· Building evidence of your experiences, skills and knowledge (Portfolio) – Building a portfolio that evidences your skills, knowledge and experience will provide you with a valuable tool to help you prepare for interviews and to showcase to potential employers. There are a number of tools that you can use to build a portfolio. You are provided with cloud space through OneDrive, or through the Portfolio tool in the Cloud unit site, but you can use any storage repository system that you like. Remember that a Portfolio is YOUR tool. You should be able to store your assessment work, reflections, achievements and artefacts in YOUR Portfolio. Once you have com
pleted this assessment piece, add it to your personal Portfolio to use and showcase your learning later, when applying for jobs, or further studies. Curate your work by adding meaningful tags to your artefacts that describe what the artefact represents. ï‚· You must keep a backup copy of every assessment you submit, until the marked assessment has been returned to you. In the unlikely event that one of your assessments is misplaced, you will need to submit your backup copy. ï‚· Any work you submit may be checked by electronic or other means for the purposes of detecting collusion and/or plagiarism. ï‚· When you are required to submit an assessment through your CloudDeakin unit site, you will receive an email to your Deakin email address confirming that it has been submitted. You should check that you can see your assessment in the Submissions view of the Assessment dropbox folder after upload, and check for, and keep, the email receipt for the submission.

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