59603 – HOLMES INSTITUTEFACULTY OFHIGHER EDUCATION Assessment

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HOLMES INSTITUTEFACULTY OFHIGHER EDUCATIONAssessment Details and T2 2020Unit Code HC2022Unit Marketing ResearchAssessment Type Individual Assignment 1 (Case analysis)Assessment Individual ReportPurpose of theassessment (with ULOMapping) 1/ Demonstrate theoretical and knowledge of Marketing in the context of marketing-related business decisions.2/ The objective of this case is to demonstrate how marketing has contributed to making a small business into a successful national chain.Weight 15 % of the total assessmentsTotal Marks 15Word limit Not more than 1500 wordsDue Date Week 8SubmissionGuidelines • All work must be submitted on Blackboard by the due date along with a completed Assignment Cover Page.• The assignment must be in MS Word format, no spacing, 12-pt Arial font and 2 cm margins on all four sides of your page with appropriate section headings and page numbers.• Reference sources must be cited in the text of the report, and listed appropriately at the end in a reference list using Harvard referencing style.Page 2 of 3HC2022 Marketing Individual ReportAssignment SpecificationsPurpose:The objective of this case is to demonstrate how marketing has contributed to making a small business into a successful national chain.Krispy Kreme has become the American household icon for great-tasting hot doughnuts and coffee. Since its beginning in 1937, the company has grown and spread over the United States. Company executives and store managers credit their success to a limited, consistent-tasting product line and clean and inviting stores that attract consumers across all socioeconomic categories. The company also prides itself on its involvement in charitable and service activities in the communities in which the stores are located.Special Instructions:1. Must watch the video (uploaded on Blackboard under Assignment 1).2. Answer the following three questions in reference to the video:a. To succeed in the Global Market, what market should Krispy Kreme undertake?b. What market activities does Krispy Kreme engage in to determine where to build a site?c. Krispy Kreme is currently facing criticism from low-carb diet practitioners which have lowered sales. How can market help them deal with this problem? Provide at least examples of approaches that can be applied.3. Provide some recommendations with evidence support.Assignment Structure should be as the following:1. Executive Summary2. IntroductionBackground about the company and marketing research and market research.3. Define the Problems and discussionsClearly explain the problem that requires market research4. Conclusions and RecommendationsConclude by citing key findings and provide two specific recommendations Krispy Kreme. 5. ReferenceHC2022 Marketing ResearchPage 3 of 3Marking criteriaMarking criteria WeightingSummary and Introduction highlight key points that will be covered in the discussions 2Clearly defined problems to be solved 4Critical analysis and discussions 4Key findings and recommendations 3Overall presentation and referencing 2TOTAL Weight 15%Assessment Feedback to the Student:Marking RubricExcellent Very Good Good Satisfactory Unsatisfactory1 Show the data you have collected. Data collected is very: relevant, well organised and easy to understand. Data collected is: relevant, well organised and easy to understand. Data collected is somewhat:relevant, well organised and easy to understand Data collected is somewhat: relevant, well organised and easy to understand and contains some errors Data collected is not relevant, disorganised and difficult to understand2. Accurately analyses the relevant secondary data including recommendations Very accurate analysis of the relevant secondary dataincluding recommendations Accurate analysis of the relevant secondary dataincluding recommendations Somewhataccurate analysis of the relevant secondary data including recommendations Analysis of the relevant secondary data including recommendations, but with some errors Little to no analysis of the relevant secondary data including recommendations3. Shows knowledge of relevant theoryA deep knowledge of the theory shown Good knowledge of the theory shown Some knowledge of the theory shown Knowledge of the theory shown at times Little to no knowledge of the theory shown4. Overall presentation and referencing Presentation and referencing are at a high standard Presentation and referencing are at a high-medium standard Presentation and referencing are at a medium standard Presentation and referencing could be improved Presentation and referencing are at a low standardHC2022 Marketing Research

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