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Marketing Fundamentals
MKTG1001 / WMKT1001
Assessment
Total # Pages: 10 Total Marks: PART A = 100 marks
PART B = 100 marks
Weighting: 70% in total, consisting of
PART A = 30%
PART B = 40%
Due: PART A: 11pm Friday, Week 3
PART B: 11pm Friday, Week 6
NATURE OF THE TASK
This is an individual assessment task to be submitted in two separate submissions. The first submission (PART
A) is due in Week 3, the second submission (PART B) is due in Week 6.
INSTRUCTIONS
Please note that a zero mark will be awarded for this assessment task if a student uses any company
or product other than Dresden.
You are required to research this product and company and then prepare a report, to be submitted in two parts
(Part A and Part B). The report will allow you to relate the theory taught in this course to marketing activities
undertaken by the chosen company thereby providing evidence of ‘marketing in action.’
Your research must be as current as possible (from 2014 to 2021) and should come from sources such as
articles, newspapers, magazines, websites, social media (e.g. consumer blogs), personal experience, etc. If
you are not sure if the source of the evidence/ example is appropriate, please ask your teacher.
Background Information on the Business
(Sourced from finder.com.au)
Page 2 of 10
The global eyewear market size was valued at USD $157.9 billion in 2021. It is expected to expand at a
compound annual growth rate (CAGR) of 8.4% from 2022 to 2030 (Grand View Research, 2020). The changing
lifestyle patterns and increasing adoption of accessories among millennials strongly favour market growth.
Encouraged by the incredible product demand, the eyewear makers focus on developing attractive and
affordable eyewear. They offer modern designs and patterns in response to ongoing fashion trends and to
attract fashion enthusiasts. The continuous efforts of the leading market players to acquire new customers and
retain existing ones are positively influencing the market statistics (Grand View Research, 2020).
The emergence of the COVID-19 pandemic has also positively impacted the market. As a result of the
implementation of remote working models and online learning due to lockdown restrictions, people spent more
time on smartphones, laptops, and desktops. The longer screen times urged consumers to spend on anti-fatigue
and vision correction glasses, allowing the eyewear companies to increase the sales of their products (Fortune
Business Insights, 2021).
The eyewear industry is dominated by a few major companies (Brandon, 2020). These major players have
monopolised the global optical industry by owning the retail stores and manufacturing of the products creating
an unfair competition and setting unreasonable benchmark for prices (Dresden Vision, n.d.). Eyewear has long
been an extremely high margin business and it is estimated frames are usually marked up 10x — 25x from point
of manufacture to point of sale (Maan, 2018). Thus, new eyewear start-up companies are on the rise offering
quality products with affordable pricing to suit the needs of target markets who appreciate value for money.
Additionally, with the environment and the planet weighing more heavily on people’s minds, “sustainable retail”
is on the rise, with consumers choosing to lean in more towards sustainable products. For the optical sector,
this could serve as a stark warning – or an opportunity. The production, packaging and disposal of optical
products waste are issues consumers will increasingly be concerned about, which can be transferred to
practices, then ultimately suppliers and manufacturers (Bowman 2021).
In response to the need for more affordable and sustainable optical products, Dresden – the Sydney Based
Start-up - began its mission in 2013 to make optical glasses more accessible, affordable, and environmentally
friendly (Dresden Vision n.d.). Founded by Bruce Jeffreys and Jason McDermott in Australia, Dresden optical
products are made from recycled and recyclable materials aimed towards offering sustainable products to their
environmentally conscious customers.
In addition, through standardising their products, they have also managed to reduce production costs and then
pass on the savings to their customers (Dresden Vision n.d.). By having only one design, Dresden can
manufacture their glasses locally in Western Sydney with a zero-waste process (Brandon 2020). The single
design helps keep costs low for those looking for affordable eyewear options (Brandon 2020).
“With Dresden, we actually just reinvented how glasses work into a modular system where everything is
replaceable, and we put a lifetime warranty on the frame. So, if you break a pair of our glasses, you come in
and we give you a new pair and you're on your way.” Jeffreys one of the founders explained in his interview with
Westpac in 2018 (Toohill 2018). Dresden glasses aren't just colourful and sustainable, they're also durable and
extremely lightweight (Brandon, 2020).
Report Requirements
In the current environment, Dresden want to continue expanding their operations in Australia.
You have been hired as an independent marketing consultant to help Dresden design a marketing plan to
enable them to realise the opportunity the current environment presents.
Your role is to develop a 2-part marketing plan consisting of:
• Report (Part A): segmentation, targeting, differentiation and positioning strategies, and
• Report (Part B): strategic recommendations to help Dresden achieve their objectives.
The three (3) objectives of the 2-part marketing plan you are required to complete are to:
1. Identify a suitable target market of potential purchasers (individuals, not companies or businesses)
for Dresden.
2. Identify how Dresden is positioned within the market.
3. Develop an Integrated Marketing Communications strategy (IMC) using THREE (3) of the tools from
the Promotional Mix element (i.e., advertising, sales promotion, personal selling, public relations
and/or direct and digital marketing) that will enable Dresden to increase sales.
IMPORTANT: YOU MUST NOT contact Dresden, other businesses, or their
personnel, in relation to this assessment UNDER ANY CIRCUMSTANCES.
You are required to research and prepare a report (to be submitted in two parts) as follows:
REPORT (PART A) - segmentation, targeting, differentiation and positioning strategies
Word limit: 1,500 words (+/-10%)
Structure: Business Report
Dresden wants to continue to expand their operations in Australia. Your task is to segment the market, identify
which segment Dresden should target, and recommend how Dresden should differentiate and position itself to
best attract the target market you recommend.
Please note the following: The words per section highlighted in the table below are suggestions only. You may
vary the words you use per section. The overall word limit for Report (Part A) is 1,500 words.
Your report should include the following sections:
Page 4 of 10
Section Details
Background
(150 words)
Background
Please provide a brief fully referenced background to this report. This
should include:
• An overview of the industry, the organisation, and the needs of the
market
• Explanation of the market offering provided
Market
segmentation
(450 words)
Market Segmentation
Provide three (3) appropriate consumer market segments for the company to
consider targeting (individuals, not companies or businesses) – you MUST use
a segmentation table to present this information as per the layout given in
Table 6.1 Bases for identifying and analysing consumer market segments on
page 175, of the textbook. (A template has also been provided on page 10 of
this document.)
• Use all four (4) bases (geographic, demographic, psychographic,
behavioural)
• Use two (2) variables within each base
• Provide fully referenced justification of the segmentation bases and
variables you have included as an explanation of your segmentation
table
Target market and
consumer profile
(350 words)
Target Market and Consumer Profile
From the three (3) consumer segments identified in the Market Segmentation
section RECOMMEND ONE (1) target market for Dresden to focus on and
provide a fully referenced justification of the recommended target market:
• Choose ONE (1) consumer target market and justify why that should be
the target market Dresden directs its marketing activities towards
• Provide a detailed consumer profile of the recommended target market
based on the segmentation variables as detailed in the Market
Segmentation section
Differentiation and
positioning
(450 words)
Differentiation and Positioning
Considering the target market that you have recommended and discuss how
you would differentiate and position Dresden’s market offerings in those
potential consumers’ minds (fully referenced):
• Consider the five (5) bases of differentiation (product, image, service,
people, channel) and choose the most appropriate bases (more than one)
to discuss
• You must provide a positioning statement (see p.195 of prescribed text)
• Illustrate where Dresden is positioned, relative to competitors, on a
positioning map (sometimes referred to as a perceptual map) (see
pp.190-191 of prescribed text)
Page 5 of 10
Section Details
Conclusion
(100 words)
Conclusion
Make sure your conclusion:
• Summarises the important elements of the entire report
• Offers clear implications for Dresden and what it means for the
organisation
Professional
presentation
Professional presentation
• Follow the formatting requirements as provided in this
assessment document
• Appropriate use of resources
• Use of credible and relevant sources (minimum of five different
sources, with at least two of these being peer reviewed
sources)
• Correct and consistent use of the Harvard style of referencing
• No mistakes in grammar and spelling
• Use of concise, clear, professional language and writing style
REPORT (PART B) - strategic recommendations
Word limit: 2,000 words (+/-10%)
Structure: Business Report
This task continues from your Report (Part A). Based on who you have recommended Dresden should target,
and how you recommend Dresden should position itself, you must now recommend a detailed Integrated
Marketing Communications (IMC) strategy using THREE (3) of the 5 major promotional tools that will help
Dresden to achieve its objectives.
Please note the following: The consumer profile and the positioning statement presented in Report (Part A)
should be used as the basis of the marketing strategy recommended here in Part B. The feedback that you
received for Part A should be used to strengthen your strategic recommendations in Part B.
Please also note: The words per section highlighted in the table below are suggestions only. You may vary the
words you use per section. The overall word limit for Report (Part B) is 2,000 words.
Your report should include the following sections:
Section Details
Background
(150 words)
Background Summary from Report (Part A):
At the start of your report, provide a succinct summary that identifies your
target market and provide a consumer profile and positioning statement
developed from Report (Part A).
Please ensure you use the feedback provided for Report (Part A) to revise
your target market, consumer profile and positioning statement, as necessary.
– That is what feedback is for - to help you improve your work!
Page 6 of 10
Section Details
Message,
Media, and
Measurement
(Promotional
Mix)
(1,500 words)
Message, Media, and Measurement (Promotional Mix):
Using THREE (3) of the 5 major promotion tools (i.e., advertising, sales
promotion, personal selling, public relations, direct and digital marketing),
develop an Integrated Marketing Communications (IMC) campaign. Each
strategy must be able to be implemented by Dresden. Aspects you need to
address include:
• Which promotional tools or elements should be used and the relevant
theory for each.
• Demonstrate how the promotion mix strategies will be used. Be specific,
including message and media decisions.
• Make sure you discuss at each stage how these strategic
recommendations meet the needs of the target market that you
identified and Dresden’s ideal positioning (as identified in your
positioning statement) as well as contribute to Dresden achieving its
objectives.
• Be fully justified (referenced) – be creative but ground your decisions in
reality and base them on best-practice.
Recommend and justify marketing analytics to measure the success (or
otherwise) of each of your strategies.
Conclusion
(350 words)
Conclusions with Implications for Dresden:
Make sure your conclusion and implications:
• Summarise the important elements of both Reports (Part A and Part B)
• State the implications for Dresden of the findings from your Reports (i.e.,
what does this mean for Dresden?)
Professional
presentation
Professional presentation
• Follow the formatting requirements as provided in this assessment
document
• Appropriate use of resources
• Use of credible and relevant sources (minimum of seven different
sources with at least four (4) of these being peer reviewed sources)
• Correct and consistent use of the Harvard style of referencing
• No mistakes in grammar and spelling
• Use of concise, clear, professional language and writing style
HOW TO PRESENT YOUR ASSIGNMENT
Your Report will be submitted in 2 parts:
• PART A - segmentation, targeting, differentiation and positioning strategies.
• PART B - strategic recommendations.
Page 7 of 10
Each part will have a separate marking criteria rubric. A copy of the marking criteria rubric for each part of the
assessment will be placed in iLearn under the Assessment Section.
Writing Style: Both parts of the assessment must be formatted as a business report to your client (not an
essay). The reports are to be written as if you are an independent business consultant. They should follow a
professional report writing format including Title Page, Table of Contents, relevant headings and sub-headings,
and a reference list (not bibliography).
Here are some useful links from other universities that will help you produce a clear and correctly structured
business report:
• Macquarie University StudyWISE Business reports
• The University of Melbourne Library Business Report Helpsheet
• Massey University ‘What is a business report’ Online Guide
NOTE: An Executive Summary (abstract) and Methodology sections are NOT required.