BUS0119
Principles of Marketing – CA2
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ASSIGNMENT GUIDELINES:
1. This CA2 constitutes 40% of your overall marks for this module.
2. This project covers all materials studied in Lectures 1 to 8. You should understand
the concepts in the module book and lecture notes before starting on the
project. Where necessary include any relevant references for information sourced to
complete this assignment.
3. This CA2 is an individual assignment consisting of two parts namely a written report
(30% weightage) and face to face presentation (10% weightage).
4. Please read the following guidelines carefully before starting your assignment. If you
have any questions, do clarify with your lecturer.
CA2 PART 1 – WRITTEN REPORT GUIDELINES:
Part 1 of the CA2 is an individual written report. The following are the guideline for the
needed content for the report.
Topic Selection:
1. You are required to select a company that markets its consumer products in
Singapore. (You are to choose a product-based business and not a service-based
business). The company you have chosen should be a manufacturer and not a
distributor.
2. Identify a new product that you feel that your selected company might find suitable to
introduce and market in Singapore (i.e. it must be a product that has not been
marketed by your selected company in Singapore yet.). For example, if you choose
Nokia, then the product you might come up with a phone that monitors blood
pressure.
Required Content:
I.

Introduction
A brief introduction should be done on the company and the product that you have
selected. This section should also serve to introduce the reader to the purpose and
flow of the report.
II.

Environmental Analysis
Using online databases like Singstats, search for relevant marketing research data to
describe and analyse the current marketing environment. Discuss the most relevant
social, demographic, or lifestyle trends. Using information on the industry, cite useful
statistics or data that describes the size and growth of the market. Highlight useful
information about the competition.
III.

Target Marketing Process
Identify your target markets using the appropriate variables under any of the relevant
bases of segmentation. Provide a detailed description of your target market in terms of
their size and growth potential to justify your selection of target segment/s.

Use a perceptual map describe intended positioning.

Develop a positioning statement that communicates the unique value proposition and
differentiation of your product.
IV.
Designing the Marketing Plan (without Promotion)
Product

Discuss on the first FOUR(4) stages of the New Product Development Process for
your new product – use diagrams to describe your new product idea or concept.

Using the Product Life Cycle, determine the appropriate strategy for your marketing
mix.

Describe the product features in detail of your new product – match it against the list
of benefits each feature offer.

Select a suitable brand name for your product – explain how this brand name fulfills
some of the criteria of a good brand name.

Develop appropriate packaging and labeling details that are relevant for your new
product.
Price

Decide on the pricing strategy that you intend to adopt for your product. You may
consider doing some research on the current prices in the market, and key
competitors’ pricing. Your report should provide an indication of the price or price
range that you intend to sell your product.

The report should apply the pricing methods to set the recommended retail price and
price adjustments. The use of at least four pricing methods appropriate for your
product is expected.
Place

An analysis should be made to consider what the customer wants from the marketing
channel.
Design your channel indicating channel structure, the types of
intermediaries, their roles and purpose in the channel. Discuss your retail strategy for
your product – justify your retail mix decisions using location maps, photos etc.
V.

Conclusion
The summary should provide a quick summary and closure to the report.
VI.

Referencing, Reporting and Research Skills
Demonstrate skills in researching and using materials and/or information in the
marketing of the product.

Please include all references in the ‘Reference’ section of the report.
Additional Instructions:

Please include all diagrams or pictures where necessary.

Submit report using MSWord document format. .doc or .docx

Should be about 6 type written pages, excluding title and content, reference pages;
Times New Roman; Font size 12; 1.5 spacing.

Plagiarism and collusion will be penalized

Please ensure proper referencing.
The suggested reporting format:
•
Title slide - title, name of student. Student id, class number
•
Introduction
•
Marketing Environment Analysis
•
Target Market Profile
•
Product Strategy
•
Pricing Strategy
•
Placing Strategy
•
Conclusion
•
References
Grading Criteria for Written Report (100 marks):
Content Grading
I
II
III
IV
V
Mark Allocation
Introduction
Describe the nature of the company and product
Introduce the report flow.
Marketing Environment Analysis
Determine the most relevant forces and environmental issues
could have a real and dramatic impact on the business?
Target Market Profile
Target Market – identify your primary target market using
the four segmentation bases.
Positioning Statement – State the positioning strategy of
your brand or product clearly and concisely.
Design of Marketing Plan
Product Strategy
Describe the product features, benefits, branding etc.
Apply the new product development process to new
product.
Price Strategy
Identify your price position relative to competition and
recommend what pricing tactics will be adopted.
Place Strategy
Describe your proposed distribution channel structure and
strategy.
Conclusion
The summary should provide a quick summary of the
whole report.
Research and Reporting Skills Marks
Demonstrate skills in use of library resources and useful
information in the market situation analysis (provide proper
referencing)
Good organizational structure and correct use of Language
and Grammar.
TOTAL
5
10
10
15
10
10
2
8
5
75
CA2 PART 2 – PRESENTATION GUIDELINES:
Students will have to present their assignment in a formal presentation or be required to
answer questions on lesson 13 and lesson 14. Student that are in face-to-face class will
present in the lecture theatre, students that are online will be presenting live online either in
Kaltura or Zoom.
The scheduling and logistics of presentation will be managed and
coordinated by your respective lecturers.
You may be required to take on the role of an intrapreneur. Be prepared to either present to
your management team why your product should be marketed. You can prepare as many
slides as needed in your using MSpowerpoint (.ppt or .pptx). Keep your content in the slides
succinct and ensure you are ready to answer questions during the final oral assessment.
You are required to submit the PowerPoint slides in the assignment in Canvas before the date
stated in ‘CA Overview’ in Canvas.
Please do contact your lecturers if you have any questions regarding this presentation.
Grading Criteria for Presentation (100 marks):
SN
Criteria
Description
I
Presentation
content
To sell your concept to the board of directors of the
business, convincing them that the product that you
have selected is a viable product to be developed and
marketed.
II
Question and
Answers
Ability to answer the questions well and confidently.
20
III
Style and Attire
- Level of presentation is appropriate for the audience.
- Presentation is a planned conversation, paced for
audience understanding.
- Confident and appropriate attired
10
IV
Use of
Communication
Aid
Communication aids enhance presentation.
- The font on the visuals is readable.
- Information is represented and organized to maximize
audience comprehension.
- Details are minimized so that main points stand out.
10
V
Organisation of
presentation
- Speaker provides accurate and complete explanations
of key concepts. Listeners gain insights.
- Information (names, facts, etc) included in the
presentation is consistently accurate.
- Presentation is clear, logical, and organized.
Listeners can follow a line of reasoning.
10
VI
Use of language - Sentences are complete and grammatical. They flow
together easily.
- Words are well chosen; they express the intended
meaning precisely.
10
VII
Communication
Cues
10
Total
- Excellent voice projection, pronunciation and use of
vocal variety
- Body language reflects comfort interacting with the
audience. Appropriate gestures, posture, facial
expressions
- Excellent eye contact – looks confidently at the
audience; no reference to notes/ not reliant on the slides
Marks
30
100