Group Assignment

MKTG 1199 Group Assignment

Group Assignment

Students, working in groups of 6, will be required to demonstrate their understanding of marketing concepts in relation to this group assignment. This assignment will account for 30% of the total marks for this course. This group assignment consists of three separate sections. Students are supposed to follow the following instructions for the completion of this group assignment:

1.

In this group assignment, your group needs to write a report covering the following questions with reference to the attached article. You need to take note that the article is used as springboard for your understanding of the topics covered in this group assignment. You are encouraged to conduct further secondary data research where necessary. However, you are reminded that this group assignment is not just about collection of secondary data, but the application of marketing concepts and the correct use of marketing terms to explain and analyse the marketing issues. The group assignment is to be submitted in a report format which should include the following sections: RMIT Student Declaration Form (Please download from SIM Student Portal) Table of contents Introduction Section A for question 1 Section B for question 2 Section C for question 3 Conclusion References Appendix (optional) Submission date will be informed by SIM office. Please refer to SIM student portal.

2.

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4.

Total Length: 2500 – 3000 words (excluding table of contents, references and appendix).

MKTG 1199 Marketing Principles May 2012

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MKTG 1199 Group Assignment

Company Case

Textbook: page 281 - 283 “Shanghai Tang: China’s First Great Luxury Brand?”

Questions

Section A 1. Discuss the demographic and cultural environmental forces that Shanghai Tang is facing when competing with other luxury ready-towear brands in the Western market. Conduct a SWOT analysis. (8 marks)

Section B 2. Using the product/market expansion grid, discuss the...