RMIT Classification: Trusted
RMIT Classification: Trusted
MKTG 1199 Marketing Principles
Final Assessment
This final assessment contributes to 40% to your overall grade in this course
INSTRUCTIONS:
This is a summative piece of assessment that brings together your learning in the course over
the semester. You are expected to complete this task individually without conferring
with others. Your instructor will not be providing guidance or advice on any questions relating to this case study prior to submission although we will provide general support through the discussion board. Some of the required information in this regard is provided within this document and the list of references at the end but you are expected to undertake desk research on your own to get a better understanding of the market for the product.
The questions are based on the Case Study: The original Oatley! This is an iconic brand with substantial presence in the Singaporean market, more so, because it now has strategic partnership in place with Singapore’s beverage manufacturer Yeo’s. I hope this case provides a good learning experience for you, particularly because of the challenges the company has experienced with marketing the product to your generation! The weighting of marks for each question is identical (10 marks) and responses for each question are limited to a maximum of 500 words.
While the questions are clearly divided to facilitate your answers, you should treat this
assessment task holistically from a strategic perspective. That is, your responses should
remain synergistic throughout and be structured to offer the product a comprehensive insight
into appropriate application and practice relevant to its current situation. You are expected to go well beyond repeating information and must show application of theory, critical analysis, strategic insight and structured thinking. Avoid general discussion, focus on providing specific solutions/examples for the tasks outlined in the questions.
Each response (question) has a maximum limit of 500 words which must be adhered to.
Please focus on explicitly responding to what you are asked to do, and in the manner
suggested. Tables, figures, images and diagrams are welcome, and they do not form part of the word limit. Point form, sub-headings and similar elements that allow you to remain concise are most welcome and encouraged.
—————————————————————————————————————-
FORMAT:
There is no strict formatting requirements as such, but a 12 font, single line spacing and standard justification is preferred. You are welcome to bold, underline, italicize, colour or highlight key points or areas for emphasis. Point form as mentioned is welcome where applicable. Diagrams, images, tables etc. can be placed wherever they best fit and must be given a heading and source detail (if applicable). Structure your answers carefully with appropriate headings/subheadings and paragraph breaks instead of presenting it as a continuous essay.
With regards to referencing, you should reference your work if necessary, although it is recommended that you rely on your own learning and acquired knowledge in responding. Please use your own words and strategic insights rather than looking to simply apply that directly of others. You’ll see that the questions seek your application, not repetition, of theory. Please note that this final assessment task is to be done individually and without consultation or discussion with others. Any student who is found to have breached this requirement through any form of media or contact will be investigated for academic misconduct. The submission will be checked for plagiarism through turinitin. You are allowed to make multiple submission, until the due date, in order to reduce any overlap with published materials. Only the last submission will be marked.
CASE STUDY
Question 1:
Develop SWOT analysis for the Oatley Brand in Singapore. What recommendations can you make to the company based on this analysis? (10 marks)
Question 2:
Oatley has announced* a strategic partnership with Singapore’s Yeo’s beverage manufacturer to manufacture its Oatley milk in Singapore. In an article I co-authored with my colleagues (cited below**), we argue that such arrangements can take various forms and caution companies in the use of such strategies. Which of the sub-branding strategies discussed in this article would you recommend to Oatley? Why? (10 marks)
*https://agfundernews.com/oatly-partners-with-yeos-to-build-22m-plant-based-milk-factory-in-singapore
** Rahman K, Mulye R and Laud G (2012) ,”Theoretical Underpinnings of Brand Architecture Strategies: Using Models of Stereotype Change to Understand Sub-
Brands”, in AP – Asia-Pacific Advances in Consumer Research Volume 10, eds. , Duluth,
MN : Association for Consumer Research, Pages: 402-406.
Question 3:
Based on your understanding of the green consumer market in Singapore, which of the sustainable strategies discussed in the case study would you recommend for Oatley in the Singapore market? Provide rationale for your choice. (10 marks)
Question 4:
You have been asked to develop a social media campaign based on social media “Influencers” to revitalise the brand in Singapore. Make specific recommendation considering essential aspects of such campaigns, such as the platform, the influencer, the message and the overall strategy. Provide a rationale for your recommendation. (10 marks)