MARK804: Principles of Marketing Management Analysis Report and Presentation

Assessment Task 2

Detailed Information

This assessment consists of two elements: (A) The written report (worth 70%), 2,500 words maximum (marking stops at 2,500 words, exceeding words will not be assessed), and (B) The recorded presentation (worth 30%), 10 minutes maximum (marking stops at 10 minutes, any exceeding time will not be assessed). Note: You must include the link to your recorded presentation on the cover page of your written report. See 'Style and Format'.

Scenario

As an independent marketing consultant for Boots, you are required to propose the Marketing Analysis Report and Presentation that examines how Boots might enter the Australian market, by analysing internal and environmental factors, including specific consumer behaviour, and designing market-driven strategies and strategic marketing programs.

Case Study: Boots’ Entry into the Australian Beauty and Pharmacy Retail Market

Boots, founded in Nottingham, England in 1849, has grown into one of the UK’s most recognised beauty, health, and pharmacy retailers. With more than 2,200 stores across the UK, it is best known for its private-label brands such as No7, Soap & Glory, and Botanics, alongside its pharmacy and wellness services. Boots is a subsidiary of Walgreens Boots Alliance (WBA), a global leader in retail pharmacy. Over the past decade, Boots has expanded into markets such as Thailand, Hong Kong, and the Middle East, leveraging its reputation for quality products and pharmacy expertise.

Australia presents a new opportunity for Boots to expand its footprint. The Australian beauty and pharmacy market is highly competitive, dominated by established players such as Chemist Warehouse, Priceline, Mecca, and Sephora. The challenge lies in differentiating itself in a market where consumers are price-sensitive but also value premium beauty and wellness experiences.

Summary of Assessment Requirements

Assessment Task 2 involves two main components:

1. Written Report (70%) – Maximum 2,500 words

   • Conduct a Marketing Analysis Report for Boots’ entry into the Australian market.
   • Analyse internal factors (Boots’ strengths, weaknesses, resources, capabilities).
   • Examine external/environmental factors including:
     • Market dynamics and trends
     • Competitive landscape (Chemist Warehouse, Priceline, Mecca, Sephora)
     • Consumer behaviour, preferences, and expectations
     • Regulatory or economic considerations
   • Propose market-driven strategies for successful entry and growth.
   • Include actionable recommendations and strategic marketing programs tailored to the Australian market.

2. Recorded Presentation (30%) – Maximum 10 minutes

   • Summarise and communicate the key insights and recommendations from the report.
   • Provide a concise, persuasive argument for the proposed market entry strategies.
   • Include visual support such as charts, figures, and graphs to strengthen the presentation.
   • Link to the recorded presentation must be included on the report cover page.

Key Pointers to be Covered:

• SWOT analysis of Boots in relation to the Australian market
• PESTEL analysis to evaluate macro-environmental factors
• Consumer segmentation and behaviour insights
• Competitive benchmarking and differentiation strategies
• Marketing mix strategies (Product, Price, Place, Promotion)
• Strategic recommendations and actionable implementation plan

Approach by the Academic Mentor

The Academic mentor guided the student step by step to ensure clarity, structure, and relevance throughout the assessment:

1. Understanding the Scenario and Objectives

   • Mentor ensured the student fully comprehended Boots’ international profile and the opportunities/challenges in the Australian market.

   • Discussed the need to tailor marketing strategies to consumer preferences and market dynamics.

2. Research and Data Collection

   • Mentor guided the student to collect relevant secondary data on the Australian beauty and pharmacy market, consumer behaviour, and competitors.
   • Explained how to differentiate between credible sources and marketing hype.

3. Analytical Frameworks

   • Mentor introduced structured analytical tools such as SWOT, PESTEL, and Porter’s Five Forces.

   • Student was guided to apply these frameworks critically to Boots’ situation.

4. Strategy Development

   • Mentor instructed on linking analysis to strategic recommendations.
   • Guided the student to propose market entry strategies, marketing programs, and product/service positioning tailored for the Australian market.

5. Report Writing

   • Step-by-step guidance on report structuring:
     • Introduction and context
     • Market analysis (internal and external)
     • Consumer insights and competitive landscape
     • Strategic recommendations
     • Conclusion
   • Mentor emphasized clarity, concise writing, and proper referencing to support arguments.

6. Presentation Preparation

   • Mentor helped the student condense key insights into a 10-minute recorded presentation.
   • Reviewed slide design, speaking style, and timing to ensure impactful delivery.

Outcome and Learning Objectives Covered

• Outcome Achieved:

  • Completed a comprehensive written report with clear analysis and actionable market entry strategies.
  • Produced a concise, persuasive recorded presentation aligned with the report findings.
  • Demonstrated critical thinking, research skills, and strategic marketing knowledge.

• Learning Objectives Covered:

  1. Ability to analyse internal and external market factors for strategic decision-making.
  2. Application of marketing frameworks to real-world scenarios.
  3. Development of consumer-focused marketing strategies.
  4. Effective professional communication through written reports and oral presentations.
  5. Integration of analytical insights into actionable business recommendations.

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