APP PITCH ASSESSMENT TASK 2 (DIGITAL SERVICE SOLUTION)
Subject learning outcomes that are in sync Describe the importance of marketing in a sustainable environment Distinguish between service and product marketing Describe the differences between business and consumer marketing
Individually or as a group
40 percent of the total
the deadline Task 2: Marketing Report and App Proposal (Assessment) (40 percent )
DESCRIPTION IS THE SECOND ASSESSMENT TASK.
PART 1: You work for Digital Marketing Solutions as a Market Researcher. Digital Marketing Solutions [DMS] is a digital marketing firm that focuses on the food and beverage industry.
A service product is defined as one that has a degree/balance of tangible and intangible attributes/features, as stated in your BLOG assessment requirements. Prior to consumption, many of the qualities cannot be touched, smelled, or tasted by the customer. As a result, service items with a higher share of intangible traits are more difficult to evaluate in terms of crucial criteria like service quality.
You experienced the service offerings as if you were a client (visited a café and ordered a meal/drink) throughout your service experience (visit to the café as a mystery shopper). Using the 4Ps of marketing (Product, Price, Place, and Promotion), the 3Ps of service (Process, People, Physical Evidence), and any sustainable marketing activities utilized by the service product, you observed the café’s performance.
The project’s second phase requires you to create a marketing report as well as a proposal for a digital application (App) that addresses one of the project’s first-phase flaws (the BLOG). To create the marketing report and app proposal, you’ll mix primary research from your mystery shopper findings with secondary research. A situation analysis and a brief mock-up storyboard of your preferred App will be included in the report. Make your APP PITCH using these observations and the suggestions below (DIGITAL SERVICE SOLUTION).
The following should be accomplished via the APP PITCH (DIGITAL SERVICE SOLUTION):
Identify sustainable marketing practices being used by the café or make recommendations if the café is not using sustainable marketing Identify and write a story board for an app that provides information about the service environment and the marketing situation (including strengths and weaknesses), marketing environment, target markets, segmentation, and positioning of the café business
It’s critical to do the following while writing your marketing report and app proposal: Conduct secondary research and summarize your results in the report. To back up the conclusions from the secondary research, you’ll use your observational (primary) research from your mystery shopper experience.
Guidelines/Format for App Proposals
Each of the following parts must be included in the marketing report and app proposal, which must be written in the third person. A title page, contents, page numbering, and referencing must all be included in the formal report.
Include a title, your name, student ID, produced for and by, and the topic code on the title page.
Include page numbers in the table of contents. Write a brief introduction that includes the proposal’s goal, scope, data sources, restrictions, and plan [3-4 sentences / 100-150 words].
2. Conduct a situation analysis before writing your marketing report and app proposal! You must be knowledgeable about the service you provide. You’ll need to conduct a situation analysis to accomplish this.
The situation analysis will briefly define the café, investigate environmental elements influencing the firm’s marketing situation, and use the target marketing method to profile ONE target market category. This component of your proposal should also include a perceptual map of the café’s positioning in relation to important rivals, as well as an Importance / Performance Matrix that details difficulties discovered during your café observational research (mystery shopping experience). The section should also include any sustainable marketing methods that the café is already using (what they are doing) or could use (recommendations for what they could do).
2.1 A description of the live case café is as follows: VERY SHORTLY DESCRIBE THE SERVICE PRODUCT (CAFE)ENVIRONMENT IN A MARKETING CONTEXT USING FEATURES OF THE SERVICESCENE/PHOTOS; UNIQUE SERVICE PROPERTIES (e.g. perishability; inseparability; intangibles etc.) (Refer to Chapter 9) Are there any features that this service offering has that others don’t? [between 100 and 150 words]
2.2 SWOT Analysis: Perform a SWOT analysis on the café to determine its strengths, weaknesses, opportunities, and threats. [150 characters] (For the SWOT tutorial, see the subject calendar)
2.3 Marketing environment: Consider the impact of two (2) distinct influences on the firm’s capacity to service its consumers. What are the marketing implications of each force on the firm’s operation? (Select two forces/influences from the micro and/or macro environment) (See Armstrong et al. 2015, Chapter 3 on the LearnJCU site.) [200 characters]
2.4 Market segmentation, positioning, and strategy:
2.4.1 The service product has the potential to appeal to a wide range of market sectors. You must profile ONE market segment that may be the firm’s primary target market for delivering the value proposition. To offer a clear yet distinct profile of the market segment, apply proper segmentation variables (a table is useful to present data for this activity and then support in writing with a brief description, see segmentation handout on LearnJCU)
[between 150 and 200 words]
2.4.2 Target: What type of target marketing approach is employed? And why is that? (For more information, see Ch. 7, p.222.)
2.4.3 Positioning: Create a perceptual map based on two (2) key criteria that locates/positions the company in respect to major competitors in consumers’ perceptions. Justify. Ensure that attributes are on a scale of one to ten for example, fast service vs. slow service (names of competitors to be hidden) (Example of a perceptual map on page 228, Figure 7.4 of the text Ch. 7)
[further information] [In 150200 words]
2.4.4 Matrix of Importance/Performance (See Figure 1 at the top of the page): On an importance/performance matrix, map the identified issues as attributes to enhance, attributes to preserve, and attributes to deemphasize using your notes from your “Mystery Shopping” experience. Explain these decisions in the matrix in a few words [supporting story 150-250 words].
Customer perceptions of performance and importance ratings are combined in the Importance/Performance matrix. Figure 1 depicts one example.
The part of the matrix indicated (1) has the greatest advantage of attribute enhancements where importance is high but performance is low. This quadrant contains the traits that need to be improved the most. The top right quadrant (2) contains traits that must be preserved, such as those that a company excels in and that are particularly valuable to customers. The qualities in the lower two quadrants (3&4) are less essential, with some performing well and others performing poorly. Because consumers are less interested about these features, neither of these quadrants needs as much attention as the attributes in the top quadrants.
Figure 1: Matrix of Importance/Performance
1Attributes to work on
2 Qualities to keep in mind
4 Attributes to deemphasize 3 Attributes to maintain
2.5 Long-term marketing: What evidence can be established through primary (observational) and secondary research that the service product is engaging in sustainable marketing practices – take into account the three dimensions (environmental, social, and economic) and the implications for the service product. If none exist, provide suggestions on how the café business could be improved.
[between 250 and 400 words]
2.6 Final Thoughts Make a list of the most important discoveries. Summarize how you might prioritize a goal for your App Pitch based on your results. [between 100 and 150 words]
The reference list must be in APA format. In addition to the subject textbook, a minimum of five (5) text and/or journal references are required. In addition to the required references, quality industry websites/blogs can be utilised. All sourced information, whether direct and indirect, must be referenced both in the text and in the reference list. Before applying, key marketing phrases should be defined and adequately referenced. (Do not use the subject PowerPoint Slides as a source of information.)
Part 1’s total word count must not exceed 1,500 words* * The Title Page, Table of Contents, and References pages are not included in the word count.
On the following page, you’ll find information on the app’s storyboard.
PART 2: Your DMS team must discuss and pick ONE goal that addresses ONE marketing/service principle issue identified during the mystery shopper experience, as well as create a storyboard for an App. The objective should be to solve a problem that arose during your visit to the cafe. For example, you might solve delayed service by adding a pre-order page to an App, or you could address place by offering directions on how to go to the service product as well as identifying nearby parking (free or charged), or you may utilize any other notion that addresses a problem. After that, your team must create a storyboard for that aim.
Table of Contents
You are expected to create a simple storyboard for your App as a group. A storyboard informs the reader about your goal’s concept. It begins with the problem, identifies the gap (objective), and then presents possible solutions.
1. Answer the following questions to summarize your storyboard: [between 200 and 400 words]
Introduction 1. What will my APP’s [or other digital solution’s] overall objective be?
Body 2. I have several objectives; how did I prioritize them? Which objectives are more important?
3. Who will be my target market (users)?
4. What are my competitors up to these days?
5. How will it deal with the problem?
Conclusion 6. How will it handle the marketing principle/issue that I’ve identified?
2. To create your storyboard, your team can utilize hand drawn sketches, photos, or an app builder (if you have one). While the creativeness of your idea will be evaluated, artistic ability will not. Don’t get too caught up in your artistic ability; instead, concentrate on defining the scene, identifying the App’s aim, and demonstrating problem-solving solutions. Below is a template for you to use.
Part 2’s total word limit is not to be exceeded: 500 words*
* The word restriction does not apply to text inside the storyboard or brief descriptors provided beneath the various images.
The total word count of the document must not exceed 2,000 words.
Pitch My App (Digital Service Solution) is the assessment task.
Criteria for App Marketing N50% Pitch N50% Pitch N50% Pitch N50% P Pass Between 50 to 64 percent Credit Between 65 and 74 percent Distinction 75 to 84 percent Highest Honors Between 85 to 100 percent
Situational Analysis (Part A)
a brief introduction The service product’s introduction was unsatisfactory. The service product was introduced in a satisfactory manner. The service product is introduced well. The service product is introduced in a really good way. The service product is introduced in an excellent manner.
Identifying essential service-related qualities of relevance / importance in a café as a service context Does not highlight important service traits Provides an insufficient description of the service setting Identifies certain essential service qualities satisfactorily Provides a sufficient description of the service setting Provides a fair description of most of the service traits Demonstrates a good description of the service setup Provides a very good description of the service traits Demonstrates an excellent description of the service setting Provides a great explanation of all service traits Demonstrates an excellent representation of the service context
SWOT analysis (Strengths, Flaws, Opportunities, and Threats) is a method of identifying strengths, weaknesses, opportunities, and threats. (ten percent) Provides an unsatisfactory application of the approach Provides an unsatisfactory examination of the elements of the SWOT Includes one of the method variables to a reasonable degree Provides a satisfactory analysis of the SWOT aspects Provides a good analysis of two of the method variables Provides a good study of the aspects of the SWOT Provides a very good study of three of the method variables Provides a very good analysis of the parts of the SWOT Provides a great study of four of the method variables Provides an excellent analysis of the aspects of the SWOT
Two important features of the marketing environment are identified and discussed. Unsatisfactorily identifies the right actors in one or the other environment Discusses irrelevant features of the marketing environment Unsatisfactory examination of the elements of the marketing environment Identifies some of the actors in one or the other environment Discusses significant parts of the marketing environment Provides a satisfactory analysis of the elements of the marketing environment A good identification of the participants in one or the other environment A good examination of the elements of the marketing environment A thorough examination of the pertinent parts of the marketing environment is provided. An excellent examination of the elements of the marketing environment Excellent recognition of two key players in the marketing environment Excellent discussion of two important facets of today’s marketing landscape. An good examination of the aspects that make up the marketing environment Excellent examination of two essential features of the marketing environment Excellent identification of two actors in the marketing environment
Determine the segmentation strategy and important segments from the café’s point of view. The segmentation strategy was identified in an unsatisfactory manner. Identifies the key segment in an unsatisfactory manner Presents the information in an unacceptable manner Satisfactory identification of the segmentation approach Identifies the main segment satisfactorily Presents the data in a satisfactory manner A excellent understanding of the segmentation approach A good understanding of the main segment The information was presented in a clear and concise manner. A clear understanding of the segmentation strategy A Excellent identification of the relevant segment Excellent presentation of the data as directed Excellent segmentation strategy identification Excellent segmentation of the important segment Excellent presentation of the data as requested
Determine the café’s marketing approach for attracting customers. Identified the incorrect concept and strategy for the target market in an unsatisfactory manner Identified the target market strategy satisfactorily Identified the correct strategy Did not correctly identify the concept Good target market plan identification Correct concept identification Clearly defined strategy Very good target market strategy identification found the right concept presented the plan very clearly Excellent target market strategy identification Correct concept identification Well-articulated plan
Discussion about the Perceptual Map Application of the perceptual map that isn’t up to par Application of the perceptual map that is satisfactory The perceptual map is used effectively. The perceptual map is used quite effectively. The perceptual map is used to great effect.
Matrix of Importance/Performance and discussion Application of the Importance/Performance Matrix that isn’t up to par Application of the Importance/Performance Matrix that is satisfactory The Importance/Performance Matrix is used effectively. Excellent use of the Importance/Performance Matrix. The perceptual map is used to great effect.
Marketing strategies that are long-term (10 percent ) Shows a lack of awareness of long-term marketing strategies. Demonstrates a thorough comprehension of long-term marketing strategies. Demonstrates a thorough comprehension of long-term marketing strategies. Demonstrates a thorough comprehension of long-term marketing strategies. Demonstrates a thorough comprehension of long-term marketing strategies.
final thoughts (5 percent ) The service product’s conclusion is unsatisfactory. The service product has come to a satisfactory end. The service product comes to a good end. The service product’s conclusion is excellent. The service product came to an excellent end.
Section B Figure 1: Storyboard (30 percent )
Presentation and Summary (15 percent )
The overview offers an unsatisfactory depiction of what the app is aiming to achieve, demonstrating an unsatisfactory comprehension of the subject.
Unsatisfactory overall design principles are used.
A bad relationship with the service provider The summary gives a satisfactory portrayal of what the app is aiming to achieve, demonstrating a satisfactory comprehension of the topic. Overall design principles that are satisfactory
A good working relationship with the service provider The overview offers a strong depiction of what the app is aiming to achieve, demonstrating a good comprehension of the topic.
Adherence to good design principles in general
A good working relationship with the service provider The overview offers a very strong depiction of what the app is aiming to achieve, demonstrating a very good comprehension of the topic.
Excellent overall design concepts
Excellent coordination with the service provider The summary offers a good representation of what the app is aiming to achieve, demonstrating an exceptional comprehension of the topic.
Excellent overall design principles are used.
Outstanding collaboration with the service provider
Applicability of the App to the problem raised in the blog (10 percent ) Demonstrates a poor knowledge of the concept:
The storyboard is incomplete and/or fails to adequately depict the highlighted problem. Demonstrates a thorough comprehension of the concept:
The storyboard is mostly finished and/or adequately depicts the highlighted problem. Demonstrates a thorough comprehension of the concept:
The story board is complete, demonstrating a thorough comprehension of the problem. Shows a high level of conceptual understanding:
The storyboard is complete and demonstrates a thorough comprehension of the problem. Demonstrate a thorough comprehension of the concepts:
The storyboard is complete and demonstrates a thorough comprehension of the problem.
The aim idea’s creativity
The objective idea’s creativity falls short of expectations and/or fails to address the stated issue’s goal. The objective idea’s creativity is satisfactory, and it addresses the stated issue’s goal. The objective idea’s creativity is of a high standard, and it addresses the stated issue’s goal. The objective idea’s creativity is excellent, and it addresses the stated issue’s goal. The objective idea’s creativity is outstanding, and it addresses the stated issue’s goal.
Writing in the Academic Setting
Deliver information in a straightforward and fluent manner.
Unsatisfactory textual form suited to their target audience Appropriate writing form for their target audience Form that is well-written and suited for their target audience The form is well-written and appropriate for their target demographic. Written in a high-quality format that is suited for their target audience
Use of references to encourage peer follow-up is unsatisfactory.
In-text and reference list problems in APA citing) Use of satisfactory references to facilitate peer follow-up
APA referencing is mostly accurate: in-text and in the reference list) Use of pertinent references to assist peer follow-up
Correct APA referencing (both in the text and in the reference list) Use of highly relevant references to encourage peer follow-up
Excellent use of extremely relevant scholarly references to facilitate peer follow-up) Very accurate use of APA referencing: In-text and in reference list)
Always use APA referencing correctly:
Reference list and in-text citations)
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.
Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.
Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
The background and/or significance are missing. No search history information is provided.
Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.
There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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App pitch on digital service solution
App pitch on digital service solution