Marketing plan for Coles Australia. Business &Marketing Research Paper

Final Case Analysis Brief – Individual Assignment
This assignment builds on prior assignments of Group Marketing Plan and furtherdevelops your ability to find relevant information, apply the concepts learned in classand from your wider reading.
This assignment requires each student to have a solid understanding of thecompany in question, identify a major challenge faced by the company, and explorealternative strategies or options to solve the problem. Each student then providesrecommendations and designs a marketing plan. Please see two company optionsbelow. Each student chooses one company to analyse and do a marketing plan. I donot have more company materials to give out. Please find the relevant informationthrough other sources.
Option 1: Airbnb
Airbnb Inc. is an international online marketplace and hospitality service brokeragecompany. Please analyse its business model and its competitors. Airbnb is facinghuge challenges during Covid19 global pandemic with travel bans. Please develop amarketing plan for the company for the next 3 years to overcome the challenge youidentify.
Some information: https://www.theguardian.com/technology/2020/apr/06/disrupting-thedisruptors-how-covid-19-will-shake-up-airbnb
Option 2: Coles AustraliaColes Australia was founded in 1914 and currently operates large number ofsupermarkets throughout Australia. Please analyse Coles Australia’s currentsituation. Coles is facing huge challenges both before and during Covid19 pandemic.Please develop a marketing plan for the company for the next 3 years to overcomethe challenge you identify.Some information here: https://www.smh.com.au/business/companies/coles-profit-dropsas-supermarket-faces-its-most-competitive-period-20190821-p52jfn.htmlAcademic integrity
First, for any writing submitted, you should maintain academic integrity. Plagiarismundermines academic integrity and is not tolerated at UNSW. Please cite others’words when you want to use them to support your ideas and proposals. Please referto the “Assignment format & referencing Guide” for a guide of citations andreferences, document under Moodle Assessments section. Also, please refer toUNSW Plagiarism policy here (https://student.unsw.edu.au/plagiarism).You can get better understanding for good academic practice by doing an onlinemodule: “Working with Academic Integrity 2020”.The link is https://moodle.telt.unsw.edu.au/enrol/index.php?id=33388The student key is Student5832Your case analysis report should cover the following questions in a coherentand integrated way:1. Write a 3-year marketing plan for either option above. Please refer to the GroupMarketing Plan brief for more information about how to write a marketing plan.2. More information:• Final case Analysis report accounts for 30% course credit.• Submit by 1 May 11pm. Late penalty will apply.• Length: Maximum 2000 words plus the title page, table of contents, executivesummary, references and appendices.• Submission: online via Moodle Turnitin “Final Case Analysis Submission”,under Assessments section. It is your responsibility to check if the submissionis successful.• Late penalty: if submission is late, late penalty is 10% per day after the duedate. Special consideration application should follow the UNSW rules. Checkhere: https://student.unsw.edu.au/special-consideration• Proper referencing and quotation are important. For the reference format,please find the pdf document on Moodle called “assignment format &referencing guide”• Format:o Word document (Not PDF or other text formats)o Student name, student zID number to be used as the titleo Headings / subheadings to identify sections if necessaryo Standard margins (not narrow margins), 1.5 spacing, 12 size Arial fontso Each page should be numbered at the lower-right cornero Tables and figures (if any): should be placed in-line-with the textwhenever possible, and should also be numbered and given a titleFrequently Asked Questions:1. What are the “current situations” I should talk about? Is it just 2019 or 2020, or2017-2020, or the past 5 years?You can decide on the time span of the current situation, depending on whatchallenges you are trying to address. If the challenges only emerged since2019, you can talk about 2019 onwards only. If the problem has existed in thepast five years, you can talk about past five situations. The logic is that thecurrent situation analysis should fit into challenges identification & solutionsuggestions.2. How to do the marketing budget? What are the costs of different mediaoutlets?I provided a file “Australian advertising media outlets cost rates” under “how towrite a marketing plan” folder. You can get most social media or searchengine costs by your own research.3. How to avoid matching sections / words (generally <10% matching is OK)?Make sure that you avoid a ‘cut and paste’ approach to writing. Check thatyou are paraphrasing correctly, and ensure that you identify all sources ofquotes as well as ideas. Please note the exhibits or tables cannot be ‘cut andpaste’ from secondary sources. Do not included copies of SWOT or Porter’s 5 3forces found on the Web – you need to develop your own evaluation skills.Using your own previous work could lead to self-plagiarism, which is notacceptable. Check: https://student.unsw.edu.au/plagiarism4Grading Criteria:• Does not match other sources? – If problems detected in Turnitin (acceptedsimilarity level would be very low < than 10%) you will deal with the UNSWplagiarism protocol.• Included in-text citations in Harvard Style? – Yes / No• Included references list in Harvard Style? – Yes / No• Submitted on time? – Yes / No (if ‘No’ 10% per day penalty)Report grading criteriaLevel of summary,research and referencing(30% weight)0-6: Poorly research. No appropriate referencing7-12: Research adequate (some mistakes). Correctreferencing.13-18: Research good. Correct referencing.19-24: Researched very well (multiple sources).Correct referencing.25-30: research excellent. Correct referencing.Coherent and logicallystructured analysis(50% weight)0-10: No clear logic or flow to the story.10-20: Some structure (basic questions).20-30: Good story structure with little idiosyncraticinput. Some support.30-40: Well-structured reflecting individual storywell. Good support.40-50: Well-structured reflecting excellent insightssynthesised into a rich story.Clear, concise, insightfulwriting(20% weight)0-4: Poor level of reflected understanding.Inaccurate expression making meaning unclear.5-8: Basic effort in reflecting understanding.Inaccurate expression making meaning sometimesunclear.9-12: Some insightful reflection. Expressiongenerally accurate.13-16: Insightful reflection. Consistent expressionmaking meaning concise and clear.17-20: Exceptionally insightful (reflectedunderstanding). Fluent expression making it veryeasy to read and comprehend.Sources that are NOT accepted: Marketingteach, Slideshare etc. (student teachingwebsites)
It is a 3-year marketing plan for the option 2, I chose for Coles Australia.
And the detail could be refer to the marketing plan brief file. The structures are detailed explained in that file.
This takes 30 percent of the whole grades, please read the requirements carefully and follow the each step on the file. Thank you so much!!