University : Deakin University UniLearnO is not sponsored or endorsed by this college or university.
Subject Code : MPK732
Country : Australia
Assignment Task:

Learning Outcome Details
Unit Learning Outcome (ULO) 
ULO 1: Evaluate the key concepts, models and theories upon which the practice of marketing is based: The case study analysis enables you to reflect on and critique the “key concepts, models and theories” addressed in MPK732. 
ULO 2: Analyze marketing problems and be capable of applying relevant concepts, models and theories to generate appropriate solutions: The case study analysis enables you to solve problems using previously acquired knowledge. It also engages you in research and reflective discourse for the purpose of problem solving. 
ULO 3: Apply the fundamental principles involved in managing marketing: The case study analysis requires you to apply the fundamental principles of marketing management to a real world marketing situation. 
ULO 4: Communicate an in-depth understanding of a range of issues, practices, models and phenomena in marketing: The case study analysis completed in groups exposes you to different viewpoints and commentaries on marketing. Students need to communicate with one another to successfully complete the analysis, and as a group they need to effectively communicate with the reader of their case study analysis.

Graduate Learning Outcome (GLO)  
GLO 1: Discipline-specific knowledge and capabilities: The case study analysis enables you to reflect on and demonstrate your marketing management knowledge and capabilities. 
GLO 2: Problem solving: Case studies are a commonly used method of problem-based learning. Typically, using a case study aims to develop your reasoning, problem-solving and decision-making skills. 
GLO 3: Critical thinking: Case studies require you to critique the theory addressed in the unit and to assess its usefulness as it applies in the real world. This makes your learning clearly relevant to “real” situations. 
GLO 4: Problem solving: Case studies are a commonly used method of problem-based learning. Typically, using a case study aims to develop your reasoning, problem-solving and decision-making skills. 
GLO 5: Communication: The case study analysis assists in developing your communication skills. It allows students to learn from one another via effective communication. Students also need to communicate well with the reader of their case study analysis. 

Description / Requirements 

Your Brief 
A case study typically is an accurate, historical record of a business situation that actually has been faced by business executives. The main aim of using the case study method is to allow you the opportunity to translate theory into practice in a business situation that is as close to real world experience as possible. The marketing situation(s) depicted in the case reflects the uncertainty of the real-world marketing environment, and the reality of any practical situation. You will have to master the art of sifting through all types of information, which is often incomplete, not presented in the correct order, and may even be irrelevant or misleading, to solve the problems posed. You may find, and be frustrated by the fact, that in some situations there appears to be no single “right” solution to the problem. There are likely to be multiple approaches, each one with a different implication for the organization, and each involving different trade-offs.

Case study problems 
As marketing manager for lululemon’s apparel products in 2020, for the geographic market of Australia or China recommend at least one brand or product range from lululemon’s apparel, footwear and equipment product portfolio suitable for, but new to, this consumer market, based on your research and analysis: 
1. Firstly, read the case and undertake some research to update facts and figures for lululemon’s apparel footwear and equipment products since the case. Then watch the Deakin library instructional video on how to use Passport (found in Assessment 1 resources via the ‘T1 2020 Assessment Library Help’ section). Next access and read the Passport report, Lululemon Athletica Inc Apparel and Footwear (World) June 2017. Now undertake other secondary research for your selected geographic market, starting with the Passport World report for your geographic market and then other apparel, footwear and equipment datagraphics and analysis for your geographic market. 
2. Conduct a 5Cs and SWOT analyses for at least one brand or product range of lululemon’s apparel, footwear and equipment products and your selected geographic market including consideration of the characteristics and trends of the product category and consumer market, and future opportunities. Justify your analysis using appropriate sources and supporting evidence from the case and other relevant secondary research. 
3. From your research updating the case and other relevant secondary data sources, how  do you perceive the future market for at least one brand of lululemon’s apparel, footwear and equipment products new to your geographic market? Discuss how to segment your geographic market and identify two consumer segments that lululemon’s products could target. Describe each segment (e.g., size, growth, et cetera) and create a Buyer Persona describing for each, the segment’s profile, activities, preferences, motivations, and pain points. For the identified segments and personas, summarise how they are different or similar from each other. For one of the Buyer Personas, which lululemon’s apparel, footwear and equipment products and brands can address the consumer perceptions researched and presented by you? For this one segment, evaluate the competitors of athleisure/activewear products and brands who may have entered or have the potential to enter the geographic market. Use elements of consumer behavior and market segmentation, targeting and positioning (STP) theory to inform your response. 
4. How can lululemon’s athleisure/activewear products proceed in your geographic market and what STP strategy or strategies would you recommend based on your findings to Q2 and Q3? What one target market from Q3 do you recommend lululemon’s athleisure/activewear products focus on going forward and why? What value proposition, positioning strategy and product(s) would you recommend for this target market? Craft a perceptual map and positioning statement linking the products to your recommended positioning strategy for this target market being mindful of what ethical concerns should be considered when marketing athleisure/activewear products and how lululemon’s athleisure/activewear products should tackle these. Again use elements of STP theory to inform your response. 
5. What primary marketing research methods do you recommend to senior management as a follow-up to strengthen the understanding of the athleisure/activewear products in your geographic market? Provide a detailed research proposal for one primary marketing research method, including the research process design, research problem/objectives, data analysis procedures and expected marketing insights it should produce. Support your research proposal with relevant theory and justification for your selected marketing research method. In your Appendix (i.e., excluded from the word limit), provide the instruments to be used. 
Your arguments need to be supported by your understanding of the company’s strategy, strengths, weaknesses, and competitive advantages identified in Q2 and Q4, in combination with your expectation of the market identified in Q3, with supporting justifications from the case, other sources, relevant theory, your analysis, and acknowledgment of any assumptions. In other words, your solutions to the problems identified in each question (Q2-Q5) should draw on evidence and insights from the case and other relevant sources, and show strong integration across the questions of insights and understanding gleaned from your analysis.
 

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  • Posted on : January 30th, 2019
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