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Assessment 2 – Concept development for sustainable offering & Situation analysis

Requirements

Study the relevant Study Guide (SG) topics (as indicated in the brief) before/while writing the assignment. 

Work and write collaboratively within your assigned group.  

Set-out your work using the headings below – one wiki page per heading. All headings should appear as links on your Ass2 wiki page, which is (in turn) linked to your group wiki home page:

Aim to undertake a 'client-based' approach – real or imagined. Make any necessary assumptions about the organisation behind the market offering (e.g. strategy, size, structure, culture) to ensure that you can proceed to planning the commercialisation step, of which your marketing plan is an important part. 

Undertake appropriate desk research, e.g. using SCU Library databases, such as Proquest for article searches, and reference correctly. 

Opportunity for 5% BONUS (1.75 additional points): Evaluate (preferably in your group) your final assignment using the Ass2 rubric provided. Each group member needs to submit a properly completed rubric online to the 'Assignment' area in the Blackboard by the Ass2 due date to be awarded the bonus. 

Assessment 3 – Marketing plan for sustainable offering

Requirements

Follow on from your group's Ass2 and individually develop a marketing plan for the sustainable offering OR for one of the ideas generated in your group. This will address the final CPS step of Implementation: 

Study the relevant Study Guide (SG) topics (as indicated in the brief) before/while writing the assignment. 

Set-out your work using the headings below.

Aim to undertake a 'client-based' approach – real or imagined. Make any necessary assumptions about the organisation behind the market offering (e.g. strategy, size, structure, culture) to ensure that you can proceed to planning the commercialisation step, of which your marketing plan is an important part. 

Undertake appropriate desk research, e.g. using SCU Library databases, such as Proquest for article searches, and reference correctly. 

Opportunity for 5% BONUS (1.75 additional points): Evaluate your final assignment using the Ass3 rubric provided. Each group member needs to submit a properly completed rubric online to the 'Assignment' area in the Blackboard by the Ass2 due date to be awarded the bonus. 

Executive Summary

This report is created in order to design a marketing plan for a high-performance surfboard with a longer life span – Lamina. The need for this stems from the existing durability and sustainability issues of existing designs of surfboards. 

The report contains the objectives and strategies that the business will use while promoting the idea and product to target markets and ensure awareness far and wide regarding the existence of this unique offering. For any marketing plan, the strategies form a key aspect and it is through these highlights of product positioning, price, promotional campaigns, the implementation, budgeting etc. that the business will flourish. It is important that the product is priced adequately in relation to the product quality and long term sustainability. The base price offered can be within the range of .

Timely evaluation of plans and implementation is essential in order to ensure progress is monitored regularly. This report will also outline what would the future look like for these unique offerings.

Current Situation

Surfboards used in surfing need to be designed in such a way that they are relatively light to allow easy surfing. At the same time, they should be strong enough to allow people stand on them and surf safely and comfortably. 

Most of the surfboards present in the market today serve only the primary purpose of enabling a person to stand on the surface and surf. While there are few brands which have superior designs and last longer, the average surfboard has a low to medium shelf life and the emphasis is usually on the aesthetics and beautification of the surfboard. To reach out to a bigger market and be able to be a leader for years, it is important that the product is designed to last longer and meet expectations in terms of looks and sustainability. Companies are now coming out with various designs of surfboards equipped with advanced hydrodynamics, supported by use of lightweight and hybrid materials to improve surfing capabilities. (Anon., 2018)

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