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Global Marketing Strategies

 Assignment Brief

Note: Students who fail to submit their assignment to Turnitin on time will be penalised 5% for every day which the assignment is late, regardless of whether a hard copy has been submitted. Please ensure that you obtain a receipt when you submit your assignment to Turnitin should this be required as proof of submission.

Scenario

You have been hired by a global clothing company (called Smitz) who have recently entered the New Zealand Market (they launched in New Zealand just over a year ago). Smitz clothing is targeted at male and female clothing buyers, aged 20-30 years. Smitz has asked you to provide some research and recommendations relating to how their New Zealand target market perceives their brand to date (see specific tasks below).

Smitz New Zealand has collected data from n=250 New Zealand customers who have visited the store at least once within the last year and are in their target market (New Zealanders, aged 20-30 years). The data were collected via an online survey administered through the Valued Opinions online panel between 4-18 January, 2018. The findings from the survey will be used to help Smitz determine whether they need to make any improvements within their New Zealand stores and, if so, what these should be. The Smitz survey is attached at the end of this assignment hand-out and the data for this assignment is available on Canvas (file is entitled MKTG202_Assignment_2_Data.sav).

Your task

Write a short market research report addressing the three tasks below.

Task 1:

Smitz is particularly interested in how their target market perceives the price of their clothing. In the other global markets, the level of agreement with the statement ‘The products are reasonably priced’ is 7/10 (where 1= strongly disagree and 10 = strongly agree). Therefore, Smitz clothing New Zealand have asked you to test whether New Zealand customers’ perceptions of the clothing price of Smitz (Q3_6) differs to that of the other global markets at the 5% level (i.e., are ratings for this item, on average, around 7/10 or are they different to the overseas average rating – either above or below 7?).

Task 2:

Smitz knows that customer retention is key to their business and they wish to investigate the extent to which New Zealand customers are willing to shop at Smitz again. Specifically, Smitz want to investigate whether the likelihood to shop at Smitz again (Q5) is different (at the 5% level) for the 20-25 vs 26-30 age groups and whether this is dependent on gender. If Smitz find that one or more particular groups are less likely to shop at Smitz again, then they have decided that they will do some more qualitative research to investigate why this is (and hopefully improve it for the future).

Task 3:

Smitz wishes to test whether there is a difference between rural and urban customers (at the 5% level) in terms of their likelihood to recommend Smitz clothing stores to a friend, colleague or family member (Q4). If rural customers are less likely to recommend Smitz, then Smitz will develop a marketing campaign targeted towards the rural market. If urban customers are less likely to recommend them, then Smitz will develop a marketing campaign targeted towards the urban market.

Structure

Below is a suggested structure:

  • Title page with course code (MKTG202), a descriptive, interesting title of your report, submission date of your assignment, your full name, your student ID (page one)
  • Table of contents (page two)
  • Executive summary (page three, half a page maximum)
  • This is where the page limit starts:
  • Background and problem orientation: Extracting the purpose of the report from the ‘scenario’ and ‘task’ sections above to highlight what Smitz want to know and what they will use this information for.
  • Methodology and sample profile: How the data were collected, when the data were collected, sample size, and who was interviewed (i.e., any screeners / quotas used in the survey).
  • Findings: Addressing the three tasks detailed above, this section of the report can include graphs (if you wish – not compulsory, but often helpful), should be written for managers in a nontechnical fashion, and should not include SPSS output (except graphs).
  • Recommendations: Based on the findings from the analysis, provide marketing recommendations for Smitz (e.g., how are the findings relevant to Smitz in terms of their marketing strategy going forward? What do the findings imply in a marketing sense given the information you have been provided in the task and scenario?). You can choose to write your recommendations section all as one or you may wish to write findings and recommendations together – for example, findings for task 1 followed by recommendations for task 1 – but remember to signpost what the finding is and what the recommendation is.
  • Technical appendices (not included in page limit). This should include:
  • Formulation of the appropriate null and alternative hypotheses
  • SPSS output from the appropriate test to investigate each task
  • Checking the relevant assumptions underlying the test (and commenting on these).
Length

Up to three pages for the ‘body’ of your report (i.e. from background to recommendations, excluding title page, table of contents, executive summary, references and appendices). Material beyond three pages of ‘body’ will not be read.

Worth

15% of your final grade.

Tips
  1. Review your report using the criteria in this hand-out as a checklist.
  2. Think of the reader (who is your target audience?) and write your report with them in mind.
  3. Signpost clearly (make good use of headings, white space, etc.)
  4. Spell check – use New Zealand spelling, not US spelling.
  5. Cut down on long words (use simple, easy to read but appropriate language).
  6. Make your document look professional by using page numbers, table of contents, headings, headers and/or footers. You can do all these very easily with Microsoft Word. If you don’t know how, use the Help function in Word.
  7. Allow time between drafts – NEVER hand in your first draft and give your final draft to somebody else to review. To avoid plagiarism, do not give your assignment to any other MKTG202 students.
  8. If you wish to use symbols in your report, you can use either the ‘Insert / Symbol’ function or the ‘Insert Equation’ function.  In addition, if you wish to use subscript for your hypotheses you can use the ‘Home / Font’ function (and select ‘subscript’).
Marking criteria
Description Mark out of…
Executive Summary Brief, but provides the reader with an introduction to the report and summarises key insights. 5
Background Provides a background to this research (i.e., summarises the brief). 5
Methodology and Sample Profile Discusses how and when the data were collected.  Briefly summarises the sample collected (including sample size), and who was included and excluded from the survey (i.e., screeners / quotas). 5
Findings Addresses all tasks with clarity. Findings are interpreted correctly. Demonstrates knowledge of statistical principles, but is easily interpreted by a non-researcher.  Findings are largely free from technical jargon. 30
Recommendations Provides marketing recommendations going forward. Recommendations are relevant to the findings and the problem orientation (task) at hand. Distinguishes between findings of the data (what the data / test results are) and any recommendations or interpretation of the findings (what the data / test results mean). 15
Technical Appendices Includes all relevant information (hypotheses, SPSS output, appropriate assumptions are checked for each test). Provides complete and correct (technical) interpretation of statistical information. 30
Presentation, Grammar, Spelling and Flow The document flows well and is easy to read and follow.  Ideas are easy to understand.  The main report ‘tells a story’ for the reader. Includes a title and contents page.  Appropriate uses of headings, tables and graphs (if / where relevant). Graphs and tables are professional looking and well-signposted.  No SPSS output in the main body of the report (except graphs). Generally a professional looking document which is free from grammatical and spelling errors. Does not exceed recommended page limit. 10
Total 100
Notes:            
Smitz Clothing Survey
Smitz Clothing Survey January 2018

INSERT STANDARD INTRODUCTION

SQ1   Do you or any members of your household work in:

Please select all that apply.

MULTIPLE RESPONSE POSSIBLE FOR 1-7

ASK ALL

Market research 1 THANK AND CLOSE
Advertising 2
Public relations 3
The retail clothing business 4
Clothing manufacturing 5  
Banking 6 CONTINUE
Finance 7
None of the above [EXCLUSIVE] 99

D1       Are you …?

SINGLE RESPONSE

ASK ALL

Male 1 CONTINUE QUOTA N = 125
Female 2 CONTINUE QUOTA N = 125

D2       Which of the following places do you live in or nearest to?

Please select one answer only.

SINGLE RESPONSE

ASK ALL

NATIONALLY REPRESENTATIVE SAMPLE REQUIRED

Auckland 1
Christchurch 2
Dunedin 3
Gisborne 4
Hamilton 5
Hastings 6
Invercargill 7
Napier 8
Nelson 9
New Plymouth 10
Palmerston North 11
Rotorua 12
Tauranga 13
Wanganui 14
Wellington 15
Whangarei 16
None of the above [EXCLUSIVE] 97
Prefer not to say 99

D3      Which of these age groups are you in?

ASK ALL

SINGLE RESPONSE

Under 15 years 1 THANK AND CLOSE
15-19 years 2
20-25 years 3 CONTINUE
26-30 years 4
31-35 years 5 THANK AND CLOSE  
36-40 years 6
41-45 years 7
46-50 years 8
51-60 years 9
61-70 years 10
71-75 years 11
76-80 years 12
Over 80 years 13
Prefer not to say 99

SQ2    Have you ever visited a Smitz clothing store?  

Please select one answer only.

SINGLE RESPONSE

ASK ALL

Yes 1 CONTINUE
No 2 THANK AND CLOSE
Not sure 98

SQ3    And when was the last time you visited a Smitz clothing store?

Please select one answer only.

SINGLE RESPONSE

ASK ALL

Within the last week 1 CONTINUE
Within the last month 2
Within the last 3 months 3
Within the last 6 months 4
Within the last year 5
Longer than a year ago 6 THANK AND CLOSE
Not sure 98
PURCHASE BEHAVIOUR AND PERCEPTIONS OF STORE

Q1      For what reason(s) did you last visit a Smitz store?

Please select all that apply.

MULTIPLE RESPONSE POSSIBLE FOR 1-97

ASK ALL

RANDOMISE OPTIONS 1-4

  Yes No
1 Just browsing 1 0
2 To buy something for myself 1 0
3 To buy a gift 1 0
4 To compare products 1 0
5 Other, please specify____________________ 1 0
6 Can’t remember [EXCLUSIVE] 1 0

Q2      Please indicate the degree to which you agree/disagree with the following statements about the customer service provided at Smitz stores.

Please indicate your answeron a scale from 1 to 10, where 1 means you strongly disagree, and 10 means that you strongly agree. 

ASK ALL

SINGLE RESPONSE

            RANDOMISE

    Strongly Disagree     Strongly Agree N/A Don’t Know
1 Staff at Smitz stores are professional 1 2 3 4 5 6 7 8 9 10 98
2 Staff at Smitz stores do not interfere and/or provide unsolicited advice 1 2 3 4 5 6 7 8 9 10 98
3 Staff at Smitz stores do not pressure you to make a purchase 1 2 3 4 5 6 7 8 9 10 98
4 Staff at Smitz stores are attentive to your needs when you are shopping in their stores 1 2 3 4 5 6 7 8 9 10 98
5 Staff at Smitz stores are polite 1 2 3 4 5 6 7 8 9 10 98
6 Staff at Smitz stores are receptive to your post-purchase needs 1 2 3 4 5 6 7 8 9 10 98

Q3      Please indicate the degree to which you agree/disagree with the following statements about Smitz stores and products …

Please indicate your answeron a scale from 1 to 10, where 1 means you strongly disagree, and 10 means that you strongly agree. 

ASK ALL

SINGLE RESPONSE

RANDOMISE

    Strongly Disagree     Strongly Agree N/A Don’t Know
1 The store locations are convenient 1 2 3 4 5 6 7 8 9 10 98
2 The stores have a neat and clean appearance 1 2 3 4 5 6 7 8 9 10 98
3 The layout of the stores makes it easy to shop 1 2 3 4 5 6 7 8 9 10 98
4 The stores offer a good variety of products 1 2 3 4 5 6 7 8 9 10 98
5 The quality of products offered matches my expectations 1 2 3 4 5 6 7 8 9 10 98
6 The products are reasonably priced 1 2 3 4 5 6 7 8 9 10 98
 

Q4      How likely is it that you would recommend Smitz clothing stores to a friend, colleague or family member?

Please indicate your answeron a scale from 1 to 10, where 1 means you think this would be extremely unlikely, and 10 means you think this would be extremely likely. 

ASK ALL

SINGLE RESPONSE

Extremely Unlikely             Extremely Likely Don’t know
1 2 3 4 5 6 7 8 9 10 98

Q5      How likely are you to shop at a Smitz store again?

Please indicate your answeron a scale from 1 to 10, where 1 means you think this would be extremely unlikely, and 10 means you think this would be extremely likely. 

ASK ALL

SINGLE RESPONSE

Extremely Unlikely             Extremely Likely Don’t know
1 2 3 4 5 6 7 8 9 10 98
DEMOGRAPHICS

INSERT FOLLOWING WORDING AT BEGINNING OF DEMOGRAPHICS SECTION:

Finally, some questions about you to ensure that we have surveyed a cross-section of New Zealanders.  Please remember, all of your responses are confidential and you will not be identified in the research process in any way.

D4   Do you reside in a rural or urban area?

ASK ALL

SINGLE RESPONSE

Rural 1
Urban 2

D5   Which of these best describes your total personal income before tax? This includes all sources of income including benefits?

ASK ALL

SINGLE RESPONSE

Less than $20,000 p.a. 1
$20,001 to $25,000 p.a. 2
$25,001 to $30,000 p.a. 3
$30,001 to $40,000 p.a. 4
$40,001 to $50,000 p.a. 5
$50,001 to $70,000 p.a. 6
$70,001 to $100,000 p.a. 7
Over $100,001 p.a. 8
Prefer not to say 99

CLOSE WITH THANKS

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