This assignment has been designed to help you integrate and apply the marketing concepts, terms, and information you have learned up to this point

Assignment 1
Introduction
This assignment has been designed to help you integrate and apply the marketing concepts, terms, and information you have learned up to this point. These concepts provide a foundation on which other course concepts are built. Assessing your comprehension and ability to apply these will help ensure that you are on track to successfully complete the course.
Assignment format: You will write a response in essay format and/or in point form as appropriate to elements 1.1–1.4. Limit your response lengths as determined in each element below. You will also record a video summary as in element 1.5.
Upon completion, you will upload two files to your Open Learning Faculty Member for grading.
Assignment final mark: This assignment is worth 15% of your final mark.
1.1: Marketing Concept (25 marks)
Length: Please write your response in essay format and in point form as appropriate and limit your response to 2–2.5 pages using 1.5 line spacing.
Assessment: This part of the assignment will be assessed using the following criteria:
Usage of marketing concepts, terms, and words from the course learning materials in your answers
Depth of insight, analysis, and comprehensiveness
Rationale/support for the conclusions drawn
Consider an organization of interest to you. This might be a financial institution, a sports organization, an organization you want to work for, or simply an organization you admire or want to understand better. This should not be a company with whom you are currently employed. The organization you choose should have a website that describes it and its products in some detail.
Answer the following questions:
Based on your own understanding of this organization, assess the extent to which it follows the philosophy behind the marketing concept. What specific observations or findings led you to draw your conclusions? (5 marks)
What type of marketing value does this organization create for customers? What marketing mix (product, price, distribution, and communication) decisions has it made to create this value? (10 marks)
Describe two social issues that affect this organization. What, if anything, does this organization do to respond to or address these issues? What else could it do to be more socially responsible? (10 marks)
1.2: SWOT Analysis (15 marks)
Length: Please write your response in point form and limit your response to 1.0–1.5 pages using 1.5 line spacing.
Assessment: This part of the assignment will be assessed using the following criteria:
Usage of marketing concepts, terms, and words from the course learning materials in your answers
Depth of insight, analysis, and comprehensiveness
Rationale/support for the conclusions drawn
Justification for the most important SWOT analysis factors and their implications
The subscription meal kit delivery companies continue to expand and grow. They offer consumers pre-portioned, fresh food ingredients and chef-inspired recipes delivered directly to their homes. These companies are not only satisfying consumers’ need for convenience, but are also providing them different recipes and cuisine choices and the experience of cooking a meal.
You will need to do some research on the Internet to gather additional information about a meal kit delivery organization.
Go to Chefs Plate to learn more about the organization. You can do a search on it to gain additional information on the organization. You may also want to read the company’s comments on Twitter, Facebook, and Instagram and watch its videos on YouTube.
As you complete your SWOT analysis for Chefs Plate, describe a marketing mix implication (4 Ps) for each of the factors you think are important in the internal and external environment. Overall, which three factors do you think are the most important to understand when developing a strategy for Chefs Plate, and why?
Answer the following questions:
SWOT Analysis.  External environment factors: 3 opportunities and a marketing mix implication for each factor, and 3 threats and a marketing mix implication for each factor. (6 marks; 1 for each factor and its implication)
SWOT Analysis. Internal environment factors: 3 strengths and a marketing mix implication for each factor, and 3 weaknesses and a marketing mix implication for each factor. (6 marks; 1 for each factor and its implication)
Describe the three most important internal environment factors. Provide rationale why these are the most important internal environment factors for the organization. (3 marks)
1.3: Segmentation & Positioning Concepts (40 marks)
Length: Please write your response in essay format and in point form as appropriate and limit your response to 4–5 pages using 1.5 line spacing.
Assessment: This part of the assignment will be assessed using the following criteria:
Usage of marketing concepts, terms, and words from the course learning materials in your answers
Depth of insight, analysis, and comprehensiveness
Rationale/support for the conclusions drawn
Clarity of your description and illustration of the positioning
Answer the following questions:
Decide on one segmentation approach for the automobile industry in your country of residence. Then identify three different target market segments of that approach. Provide five reasons to justify why your segmentation approach is an appropriate one for the automobile industry. (10 marks)
Choose two of the three target market segments you identified in question 1. Develop detailed target market segment profiles for each of these two target market segments in point form using five of the eight items covered in the course learning materials. (10 marks)
Choose which target market segment you will focus on as your primary target market segment (i.e., target audience). Provide four reasons for why this target market segment is more attractive than alternative target market segments you rejected. (5 marks)
Select and describe one positioning strategy for one automobile brand and its model for your target audience. Provide two reasons, from a marketing perspective, why this positioning strategy is appropriate for your target audience. (5 marks)
Create a positioning map to illustrate your positioning strategy for your target audience and its brand/model and the other two brands/models you identified in question 4. (5 marks)
Describe five competencies that allow this automobile brand and its model to defend this positioning, or what competencies would need to be developed. (5 marks)
1.4: Discussion Forums (10 marks)
Length: Please write your response in essay and point form, and limit your response to 1–1.5 pages using 1.5 line spacing.
Assessment: Your submission will be assessed on the following criteria:
Participation in the discussions in Module 1 and Module 2
Usage of marketing concepts, terms, and words from the course learning materials in your answers
Depth of insight, analysis, and comprehensiveness
Rationale/support for the conclusions drawn
Instructions:
Copy and paste your web discussion posts, including replies to all the questions, for Module 1, Learning Activity 1.5: Web Discussion—Marketing Sustainably. (5 marks)
What specifically has the organization done to earn its reputation as sustainably responsible?
Are there other ways it can improve its sustainability?
Has being sustainably responsible helped or hindered its profitability?
Has being sustainably responsible helped or hindered its marketing?
Copy and paste your web discussion posts, including replies to all the questions, for Module 2, Learning Activity 2.2: Web Discussion—Target Market Psychographic Segmentation (Environics). (5 marks)
Post the Environics PRIZM postal code lifestyle types in the neighbourhood to which you belong.
Share your thoughts as to what parts of the lifestyle types “fit” you and what parts of the description do not “fit” you.
1.5: Student Video Recording (10 marks)
Length: Create a video recording no longer than 3 minutes.
Assessment: Your submission will be assessed on the following criteria.
The objective of the video recording is for you to provide a summary of your understanding and learning in this assignment.
The video recording must adhere to the following criteria:
Create a video recording no longer than 3 minutes of yourself, using a device and software of your choice (smartphone, laptop computer, desktop computer).
Start by introducing yourself to your Open Learning Faculty Member and state the assignment number you will be discussing.
Present a brief summary of your understanding of the subject(s) and what you learned from this assignment.
When discussing the topics, enhance the concepts and ideas you learned in the assignment through personal examples that demonstrate the issues.
When completed, upload the video recording though the assignment activity using the Kaltura Video Upload Instructions.
Assessment Criteria
Remember, you will be judged by the structure, clarity, presentation, and quality of your work, which in this case consists of your assignments and your Final Project. The assignments are to be prepared and presented in a formal manner suitable for business.
To ensure the quality of your written work, refer to the Completion Guidelines below.
The assignment will also be evaluated using the following performance criteria:
Content—Address all points of information as outlined in the criteria and content for the assignment. Incorporate specific references to readings, theories, ideas, and feedback that assisted you in rethinking your experiences and increasing your awareness of your marketing skills.
Knowledge—Demonstrate your knowledge, understanding, skills, and perspectives on the course’s learning materials by applying them in the assignment. Link theory and practice by applying what you learned from the readings, reflections, and practical application of your new marketing skills and from discussions with your fellow students.
Theory & Practice—Demonstrate the connections between the work of others (course materials, readings, activities, and discussions) and actual organizational principles, practices, and processes. Go beyond general descriptions. Be thoughtful and critical in your analyses, conclusions, and recommendations.
Critical Thinking—Use reflective, logical, and rational thinking to gather, combine, process, interpret, and analyze the information to develop a reasonable conclusion. Provide examples to support your comments and observations. Be specific and concrete. Tell a complete story. Avoid generalizations. Support a statement with a specific example that demonstrates your understanding and skill.
Completion Guidelines
Submit your assignment using the submission tool below. Be sure to save your assignment as a PDF document and name it: MKTG 2431_Lastname_Assign1_CourseCompletionDate
Reminders before submitting assignment:
Are you submitting all parts of the assignment in one PDF document and one video file to your Open Learning Faculty Member?
Are you submitting, complete, all the required elements?
Are you submitting concepts, information, and terminology learned in this course?
Are you supporting your statements with specific examples?
Are you citing references, using correct APA referencing format?
Is your report grammatically correct, clear, and well-organized?
Is your video well-lit and audible?