There are two (2) parts to the whole Assignment (95%); this is Part 1 of it (30%).
Choose one (1) company from the Social Enterprise listed below:
- Unpckd - unpckd .com
- NOAH Enterprise - noahenterprise .org
- Café Direct - cafedirect .co.uk
- Ethiqana Limited - ethiqana .com
- The Little Coffee and Bean Co. - thelittlebeanco .com
Group Work: Market research and ideation
As a team, you work for a marketing agency. Your manager has asked your team to help on a client project to develop a suitable new product or innovation.
Task 1 Market Research
You will need to undertake comprehensive market research to explore the market situation and define the most appropriate opportunities for this company.
Your research must be supported by credible market information, using the marketing databases that are available in the Business Toolkit from the Learning and Resources Centre (LRC)
Task 2 Ideation process
Once you have completed the market research, you need to use the market information to undertake an ideation process within your group and develop a business model canvas for your proposed innovation or new product.
In your team, together construct and facilitate an ideation process based on your research. You will be given time to do this during the weeks commencing 17th and 24th of October with a choice to work either online or face to face based on the group’s agreed preference.
Your aim is to propose a suitable new product/service or innovation to help the business grow. To be successful, you need to decide on the best tools and techniques to help with your ideation process: e.g., Brainstorming, Mind-mapping, and Mood board. You can use a business model canvas to summarize your ideas.
You will need to think about your client organization:
- What are its values?
- What are its Sustainable Development Goals (SDG)?
- What makes the brand unique?
- What is its competitive advantage, or how can it be created?
- What innovation is possible based on the micro and macro environment?
You will be expected to justify the ideation summary by referring to your market research.
Once you have completed both tasks, your group work submission needs to present the research and the ideation process in a PowerPoint presentation.
Submission requirement: PowerPoint presentation.
Summarise your critical evaluative marketing audit and the ideation process into a PowerPoint presentation for the client company’s directors.
Your presentation must cover the following areas:
- Market trends, competition, supply and distribution
- The proposed segmentation of the customers available to target
- The significant factors affecting the organisation (no more than 8)
- The businesses capabilities (based on strengths and weaknesses)
- The key opportunities available include met/unmet needs of the preferred market segment
- Any relevant ethical or CSR factors
- Summarise three ideas from your ideation process that you want to present to the company
You are providing the slides with notes pages to brief your manager/the clients about the market situation. You are not required to give a presentation.
The presentation should be no more than 10 slides (excluding title slide and references), with a professional standard of visual presentation. You are restricted to 100 words per slide on the note pages.
You must also add a title slide that must include a list of your group members by Student ID number. Failure to do this may mean we cannot track who has taken part and awarded their grade.
You must also add a list of the sources (min 5 academic references) you have used at the end of the presentation and a final slide that lists the contribution of each group member (like the credits at the end of the film), again using the student ID numbers. Please be aware that if an individual does not make a reasonable contribution, they may not receive the same grade as other members. No contribution will mean no grade.
The presentation must be submitted online via Canvas using the appropriate submission portal.
Marking scheme: Research Summary and ideation as a PowerPoint presentation
The presentation is worth 30% of the module grade.
Sections of the assignment breakdown
Delivery = 30pts
Presentation and Structure
10 slides with Notes pages (max.100 words/slide) exclude title slides and reference list Plus 1. Professional cover page that lists group members by ID only 2. Reference list (may be more than one slide) 3. List of credits by student ID - who contributed and how
Follows Harvard style for in-text citation & Reference list. 1. Uses marketing databases 2. Includes a range of relevant information from quality sources e.g., Business Toolkit, business pages of broadsheets 3. Includes appropriate academic referencing (min 5)
Evidence of preparation, team building, communications, team co-operation, contribution and participation
Content = 70 pts
Content and Findings
Content included - specify task requirements as on module site and coursework guidance Undertakes comprehensive market research by applying appropriate models to complete a marketing audit.
1. Market trends, competition, supply and distribution
2. The segmentation of customers available to target
3. The significant factors affecting the organisation
4. The business capabilities
5. The key opportunities
6. Any relevant ethical or CSR factors
Demonstrates a detailed ideation process that is evidenced and supported by market research.
Indicates the process of innovation and business model development to create new ventures, products and services in response to growth opportunities.
Summarises three ideas.
Discussion and Analysis
Line of argument, development of discussion and instructional verbs to suit the task and level
Provides insight from market research. Evaluates appropriate opportunities for new product/service/venture development based on market research. Evaluates and understand the client company/context in terms of strategic marketing.