report needs to associate with the blog “café as a mystery shopper”.

ASSESSMENT TASK 2: APP PITCH (DIGITAL SERVICE SOLUTION)
Aligned subject learning outcomes • Explain the importance of marketing in a sustainable environment
• Identify the differences between service and product marketing
• Explain business and consumer marketing
Group or individual Individual
Weighting 40%
Due date Assessment task 2Marketing Report and App Proposal (40%)
ASSESSMENT TASK 2: DESCRIPTION

PART 1:

You are employed as a Market Researcher for Digital Marketing Solutions. Digital Marketing Solutions [DMS] is a company that specializes in digital marketing for food and beverage service providers.
As highlighted in your BLOG assessment instructions, a service product is classified as one that has a degree/balance of tangible and intangible attributes/ features. Many of the attributes cannot be touched, smelled, or tasted by the customer prior to consumption. Thus, service products with a higher proportion of intangible attributes are more difficult to assess on important features including aspects of service quality.
During your service experience (visit to the café as a mystery shopper), you experienced the service offerings as if you were a customer (attended a café and ordered a meal/drink). During the experience you observed the cafés performance using the 4P’s of marketing (Product, Price, Place, and Promotion), the 3P’s of service (Process, People, Physical Evidence), and any sustainable marketing activities used by the service product.
The second phase of the project asks youto produce a marketing report and a proposal for a digital application (an App) that will address one of the weaknesses identified in the first phase of the project (the BLOG). You will usethe combined primary research from your findings as a mystery shopper and secondary research to produce the marketing report and app proposal. The report will include a situation analysis and a brief mock-up storyboardof your chosen App.Use these observations and the following guidelines to produce your APP PITCH (DIGITAL SERVICE SOLUTION).
The APP PITCH (DIGITAL SERVICE SOLUTION) should successfully do the following:
• Show your understanding of the service environment and the marketing situation (including strengths and weaknesses), marketing environment, target markets, segmentation and positioning of the café business
• Identify sustainable marketing practices being used by the café or make recommendations if the café is not using sustainable marketing
• Identify and write a story board for an app that provides a solution to a weakness in the service product (your café)
In producing your marketing report and app proposal it is important that you:
Undertake secondary research and summarise your findings in the report. You will call on your observational (primary) research from your mystery shopper experience to support the findings from the secondary research.
 
App Proposal Guidelines/Format
The marketing report and app proposal must be written in the third person and include each of the following elements. The report is formal and must also include a title page, contents, page numbering and referencing.
Title Page: include a title, your name, student ID, prepared for and by, and the subject code
Table of Contents: include page numbers
1. Introduction: write a brief introduction toinclude the purpose, scope, data sources, limitations and plan of the proposal [3-4 sentences /100 – 150 words]

2. Situation Analysis – before you can write your marketing report and app proposal! You must know your service product. To do this you will need to perform a situation analysis.
The situation analysis will, briefly describe the café, it will examine environmental factors influencing the firm’s marketing situation and profile ONE target market segment using the target marketing process. This section of your proposal should also include a perceptual map with respect to the positioning of the café versus key competitors and an Importance / Performance Matrix detailing problems identified in your observational study of the café (mystery shopping experience). The section should also identify sustainable marketing practices that either are engaged (what they are doing now) or could be engaged (recommendations of what they could be doing) by the café.
2.1 Description of “live case’ café: VERY BRIEFLY describe the service product (café)environment in a marketing context using features of the servicescape/physical evidence; unique service characteristics (e.g. perishability; inseparability; intangibles etc.) (ReferCh. 9) Are there features unique to this service product? [100 – 150 words]

2.2 SWOT Analysis: complete a SWOT analysis to identify the cafés strengths, weaknesses, opportunities and threats [150 words] (check the subject calendar for the SWOT tutorial)

2.3 Marketing environment: Examine the influence of two (2) specific forces that affects the firm’s ability to serve its customers. (Select two forces/influences from the micro and/or macro environment) What are the marketing implications of each force on the operation of the firm? (ReferCh. 3 on LearnJCU site from Armstrong et al 2015) [200 words]
2.4 Target Market, Strategy and Positioning:
2.4.1 The service product may attract a number of market segments. You are required to profile ONE market segment that may be the main target market the firm attracts to deliver the value proposition. Use appropriate segmentation variables to provide a concise but distinct profile of the market segment(a table is useful to present data for this activity and then support in writing with a brief description, see segmentation handout on LearnJCU)
[150 – 200 words]
2.4.2 Target:Which target marketing strategy is used? And why? (Refer Ch. 7, p.222)
[150 words]
2.4.3 Positioning: Prepare a perceptual map based on two (2) important criteria that locates/positions the firm in relation to key competitors as perceived in the minds of consumers. Justify. Ensure attributes are on a continuum – for example fast speed of service/slow speed of service (Name of competitors to be disguised) (Example of a perceptual map on page 228, Figure 7.4 of the text Ch. 7)
[supporting narrative 150 – 200 words]
2.4.4 Importance/Performance Matrix (See Figure 1 over page):Using your notes from your “Mystery Shopping” experience, map the observed issues as attributes to improve, attributes to maintain and the attributes to deemphasise on an importance/performance matrix. Briefly explain these decisions included in the matrix[supporting narrative 150-250 words).

The Importance/Performance matrix combines information about customer perceptions of performance and importance ratings. An example is shown in Figure 1.

The top left corner marked (1), is the area of the matrix with the highest advantage of attribute improvements – where importance is high and performance is low. In this quadrant are attributes that most need to be improved. In the top right quadrant (2) are attributes to be maintained, ones that a firm performs well and that are very important to customers. The lower two quadrants (3&4) contain attributes that are less important, some of which perform well and others poorly. Neither of these quadrants merits as much attention as the attributes in the upper quadrants because consumers are not as concerned about these attributes

Figure 1: Importance/Performance Matrix

1

Attributes to improve

2

Attributes to maintain

3

Attribute to maintain

4

Attributes to deemphasise

.
2.5 Sustainable marketing: Through primary (observational) and secondary research what evidence can be identified that the service product is engaged in sustainable marketing practices – consider the three dimensions (environmental; social; economic) and the implications for the service product. If there are none, make recommendations on what the café business could do
[250 – 400 words]
2.6 Conclusion: Draw together the main findings. Summarise how you might use these findings to prioritise a goal for your App Pitch. [100 – 150 words]

Reference List: APA format is required. A minimum of five (5) text and/or journal references is required in addition to the subject textbook. Quality industry websites/blogs can also be used in additional to the required references. All direct and indirect information sourced must be referenced both in text and in the reference list. Key marketing terms should be explained before applicationand referenced appropriately. (DO not use subject PowerPoint Slides as a reference source.)

Total Word Limit for Part 1 not to exceed1,500 words*
* Word limit does not include Title Page, Table of Contents, or References page.

Details ofthe Storyboard for the APP are presented on next page  
PART 2:
Your DMS teamis required to discuss and identify ONE goal that addresses ONE marketing/service principle issue as observed during the mystery shopper experience and produce a storyboard for an App(a digital service solution). The goal should address an issue that arose during your visit to the cafe. For example, you might address slow service by adding a pre-order page to an App or you may address “place” by including directions on how to get to the service product, and by tagging nearby parking (free or paid) or you may use any other idea that addresses an observed issue (the issue does not need to relate to your critical incident). Your team is then required to produce a storyboard for that goal.
Story Board
As a team, you are required to produce a simple storyboard for your App. A storyboard tells the reader about your idea for your goal. It starts with the problem, identifies the gap (goal) and the shows solutions to the problem.
1. Summarise your storyboard by answering the following questions: [200 – 400 words]
Introduction 1. What will be the overall goal of my APP [or alternate digital solution]?
Body 2. I have multiple goals – how did I prioritise them – which goals are more important?
3. Who will be my users (Target Market)?
4. What are my competitors doing?
5. How will it address the issue?
Conclusion 6. What solution will it give (how will it address the marketing principle/issue that I have identified)?

2. Your team may use hand drawn sketches, images or you may use an app builder (if you have a one) to produce your storyboard. While creativeness of your idea will be assessed, artistic ability will not be, so don’t get too hung up on your artistic ability – focus more on setting the scene, identifying the goal of the App and showing the solutions to the problem (so how will you app fix the problem goal). A template is provided below.

Total Word Limit for Part 2not to be exceeded = 500 words*

• * Word limit excludes wordage included within storyboard itself and brief descriptors as provided beneath the different pictures.
Word Count of document in its entirety must not exceed 2,000 words.

Story Board Template
Theme:_______________________________ DMS team members:__________________________________________________________
Problem – set the scene

Identify the gap Show solutions to the problem using images
Notes
Notes: Notes:
Show solutions to the problem using images

Show solutions to the problem using images Show solutions to the problem using images
Notes:
Notes: Notes:
 
Assessment Task: Pitch My App (Digital Service Solution) (45%)
Criteria for Marketing App Pitch N<50% Pass 50-64% Credit 65-74% Distinction75-84% High Distinction 85-100% Part A Situational Analysis (60%) Introduction (5%) Unsatisfactory introduction of the service product Satisfactory introduction of the service product Good introduction of the service product Very good introduction of the service product Excellent introduction of the service product Description of café as a service setting – identifying key service related traits of relevance / importance (10%) Demonstrates an unsatisfactory description of the service setting • Does not identify key service traits Demonstrates an satisfactory description of the service setting • Satisfactorily identifies some key service traits Demonstrates an good description of the service setting • Provides a good description of most of the service traits Demonstrates an very good description of the service setting • Provides a very good description of the service traits Demonstrates an excellent description of the service setting • Provides anexcellentdescription of all of the service traits SWOT analysis – identifying strengths, weaknesses, opportunities, and threats (10%) Unsatisfactory analysis of the elements of the SWOT • Provides an unsatisfactory application of the method Satisfactory analysis of the elements of the SWOT • Includes one of the method variables to a satisfactory level Good analysis of the elements of the SWOT • Provides a good analysis of two of the method variables Very good analysis of the elements of the SWOT • Provides a very good analysis of three of the method variables Excellent analysis of the elements of the SWOT • Provides anexcellent analysis of four of the method variables Identification and discussion of two relevant aspects of the marketing environment (10%) Unsatisfactory analysis of the elements of the marketing environment • Unsatisfactorily identifies the appropriate actors in one or the other environment • Discusses irrelevant aspects of the marketing environment Satisfactory analysis of the elements of the marketing environment • Satisfactorily identifies some of the actors in one or the other environment • Discusses relevant aspects of the marketing environment A good analysis of the elements of the marketing environment • Good identification of the actors in one or the other environment • Good discussion of the relevant aspects of the marketing environment A verygood analysis of the elements of the marketing environment • Very good identification of two of the actors in the marketing environment • Very good discussion of two relevant aspects of the marketing environment Anexcellent analysis of the elements of the marketing environment • Excellent identification of two of the actors in the marketing environment • Excellent discussion of two relevant aspects of the marketing environment Identify the segmentation approach and key segment from the cafés perspective (10%) Unsatisfactorily identified the segmentation approach • Unsatisfactorily identifies the key segment • Presents the information in an unsatisfactory way Satisfactory identification of the segmentation approach • Satisfactorily identifies the key segment • Presents the information in an satisfactory way A good identification of the segmentation approach • Good identification of the key segment • A good presentation of the information as directed A very good identification of the segmentation approach • A Very good identification of the key segment • A verygood presentation of the information as directed Anexcellent identification of the segmentation approach • Anexcellent identification of the key segment • Anexcellent presentation of the information as directed Identify the target marketing strategy employed by the café (10%) Unsatisfactorily identified the target market strategy • Identified the wrong concept and the wrong strategy Satisfactorily identified the target market strategy • Identified the correctstrategy • Did not identify the concept appropriately Good identification of the target market strategy • Identified the correct concept • Clearly stated the strategy Very good identification of the target market strategy • Identified the correct concept • Very clearly stated the strategy Excellent identification of the target market strategy • Identified the correct concept • The strategy was excellently stated Perceptual Map – and discussion (15%) Unsatisfactory application of the perceptual map Satisfactory application of the perceptual map Good application of the perceptual map Very good application of the perceptual map Excellent application of the perceptual map Importance/Performance Matrix – and discussion (15%) Unsatisfactory application of theImportance/ Performance Matrix Satisfactory application of the Importance/ Performance Matrix Good application of the Importance/ Performance Matrix Very good application of the Importance/ Performance Matrix Excellent application of the perceptual map Sustainable marketing practices (10%) Shows an unsatisfactory understanding of sustainable marketing practices Shows a satisfactory understanding of sustainable marketing practices Shows a good understanding of sustainable marketing practices Shows a verygood understanding of sustainable marketing practices Shows an excellent understanding of sustainable marketing practices Conclusion (5%) Unsatisfactory conclusion of the service product Satisfactory conclusion of the service product Good conclusion of the service product Very good conclusion of the service product Excellent conclusion of the service product Part B Storyboard (30%) Summary and Presentation (15%) Demonstrates anunsatisfactory understanding the issue by: • The summary shows an unsatisfactory representation of what the app is trying to achieve • Use of unsatisfactory overall design principles • Unsatisfactory alignment with the service provider Demonstrates a satisfactory understanding of the issue by: • The summary shows a satisfactory representation of what the app is trying to achieve Use of satisfactory overall design principles • Satisfactory alignment with the service provider Demonstrates a goodunderstanding the issue by: • The summary shows a good representation of what the app is trying to achieve • Use of goodoverall design principles • Goodalignment with the service provider Demonstrates a very goodunderstanding the issue by: • The summary shows a very good representation of what the app is trying to achieve • Use of very goodoverall design principles • Very goodalignment with the service provider Demonstrates an excellent understanding of the issue by: • The summary shows an excellent representation of what the app is trying to achieve • Use of excellent overall design principles • Excellent alignment with the service provider Application of App to the issue identified in the blog (10%) Demonstrates an unsatisfactory conceptual understanding: • The story board is incomplete and/orunsatisfactorily illustrates the identified issue Demonstrates a satisfactory conceptual understanding: • The story board is mostly complete and/or illustrates the identified issue to a satisfactorylevel Demonstrates a good conceptual understanding: • The story board is complete shows a good understanding of the identified issue Demonstrates a very good conceptual understanding: • The story board is complete and shows a good understanding of the identified issue Demonstrate anexcellent conceptual understanding: • The story board is complete and shows anexcellentunderstanding of the identified issue Creativity of the goal idea (5%) Creativity of the goal idea is of an unsatisfactory standard and/or does not addresses the goal of the identified issue Creativity of the goal idea is of a satisfactory standard and addresses the goal of the identified issue Creativity of the goal idea is of agood standard and addresses the goal of the identified issue Creativity of the goal idea is of avery good standard and addresses the goal of the identified issue Creativity of the goal idea is of aexcellent standard and addresses the goal of the identified issue Academic Writing (10%) Convey information clearly and fluently (5%) Unsatisfactory written form appropriate for their audience Satisfactory written form appropriate for their audience Goodwritten form appropriate for their audience Very goodwritten form appropriate for their audience High quality written form appropriate for their audience Referencing (5%) • Unsatisfactory use of references to support peer follow up • Frequent errors in APA referencing: • In-text and in reference list) • Use of satisfactory references to support peer follow up • Largely accurate use of APA referencing: • In-text and in reference list) • Use of relevant references to support peer follow up • Accurate use of APA referencing: • In-text and in reference list) • Use of very relevant references to support peer follow up • Very accurate use of APA referencing: • In-text and in reference list) • Excellent use of highly relevant scholarly references to support peer follow up • Always accurate use of APA referencing: • In-text and in reference list)