BMP6036 E Commerce and Contemporary Marketing Practice HE6 Assessment 2 Brief | UOB

BMP6036  Moodle Learning Outcomes Assessed:

LO3: Critically evaluate the nature and role of E Commerce and interpreting data in current marketing planning processes
LO4: Develop a creative integrated marketing plan, justifying your selected marketing mix and estimating the potential value generation

Introduction:

The fitness industry in Vietnam is experiencing a significant boom, with agrowing number of fitness studios being opened across the country. Thissurge   in   popularity   can   be   attributed   to   several   factors,   including economic growth, the impact of the COVID-19 pandemic, and the rise  offast-food  chains.  As  a  result,  individuals  are  prioritizing  their  health  andseeking  ways   to   strengthen   their   immune   systems   through   regularexercise and healthy lifestyle choices.

The   industry   has   also   witnessed   significant   transformations   because   oftechnological   advancements.   The   introduction   of   wearable   technology,smart   fitness   apparel,   state-of-the-   art   home   gyms,   and   AI-supportedpersonal   coaching   has   revolutionized   the   way   people   approach   theirfitness   journey.   Devices   like   Fitbit,   Apple  Watch,   and   Garmin   haveempowered users by providing them with a deeper understanding of theirhealth and fitness levels.

These   wearable   technology   devices   offer   a   range   of   features,   enablingusers to track various metrics such as steps taken, calories burned, heartrate,   blood   pressure,   and   personalized   health   recommendations.   Usersnow have convenient access to their individual health data, allowing themto make informed decisions about their well-being.

Tonicity.vn   is   a   start-up  company   based   in   Ho  Chi  Minh   City.   It   wasfounded 14 months ago  by two entrepreneurs with extensive experiencein the market and the business is about to introduce a new multifunctionalsmartwatch and enter  a marketplace  that is  already crowded  with  rivalofferings.

Tonicity.vn possesses highly efÏcient product development and assembly procedures and the smartwatch is designed to meet the communication and information needs of consumers. It meets these needs by delivering the following  benefits: the ability to cover the basics, such as step and distance tracking. It has a heart-rate monitor, built-in GPS so you can track a running or a cycling route without taking your phone. It is waterproof butthe main drawback with the battery life may be an issue when it comes to the purchase. The product provides the buyer with different colour optionsand either a 41mm or a 45mm display.

In addition, Tonicity.vn provide software and security support, promising updates   for   at   least   two   years   on   this   current   new   model.   Another consideration, is  whether  a smartwatch is compatible  to  a  smartphone,and the Tonicity model is with Apple and Android.

Despite the intense  competition, Tonicity.vn believes they  can compete effectively because the product combines innovative features at a value-added   price.   However,   there   are   issues  of   concern   including   a   lack   of brand awareness and image; the quality of the screen and the weight is slightly heavier than most competing models.

New   ventures   like   Tonicity.vn   face   special   challenges   in   defining   the irinitial marketing objectives, identifying appropriate markets, researching and   analysing   the   marketing   environment,   and   developing   effective marketing   strategies   for   success.  Because   of   this,   Tonicity.vn   needs   a marketing plan.

BMP6036 Task:

This assessment is a report of 2,500 words and requires you to create amarketing plan for Tonicity.vn. Specifically, your plan should incorporatethe following:

• A situational analysis – by completing a SWOT and Porter’s 5 Forces
• Set marketing objectives
• Develop a marketing strategy
  oSelect a target market
  oDevelop a marketing mix

BMP6036 Specific Assessment Criteria:

(Please note that the General Assessment Criteria will also apply. Please see Section 16).

First class (70% and above):

The   report   will   excellently   address   each   element   of   the   brief   anddemonstrate   an   exceptional   knowledge   and   understanding   of   thehighlighted elements of the marketing planning process. The report willbe logically expressed and structured and display outstanding creativeflair and originality.There will be extensive research demonstrating a wide range of currentsecondary sources. Academic style and referencing will be excellent.

Second class (50-69%):

The report will address each element of the brief and demonstrate asound knowledge and understanding of the highlighted elements of themarketing planning process. The report will be coherently articulatedand structured for most of the part and exhibit a  good level of creativeflair and originality. There will  be a wide range of current secondaryresearch sources. Academic style and referencing will be good.

Third class (40-49%):

The   report   will   generally   address   each   element   of   the   brief   anddemonstrate   satisfactory   knowledge   and   understanding   of   the highlighted elements of the marketing planning process. The report willprovide   an   adequate   attempt   at   expression   and   be   satisfactorily structured for most of the part and exhibit limited creativity. Researchwill   demonstrate   use   of   a   range   of   current   secondary   sources.Academic style and referencing will be fair.

Fail (39% and below):Students  who  do  not  meet  the  requirements  of  a  third  class  grade  will  notsuccessfully complete the assessment activity Advice: Do not cut and paste phrases or paragraphs from published sources.You should seek to use your own words to explain concepts and theory.

If you wish to refer to specific quotes from published sources then youmust use full Harvard   presentation.   See   the   link   above   for   clear guidance. Do not share work with other students.Guidelines for the Preparation and Submission of Written AssessmentsWritten  assessments  should  be  word-processed  in  Arial  or  Calibri  Light  font size  12.

There should be double-spacing and each page should be numbered.There should be a title page identifying the programme name, module title, assessment title, your student number, your marking tutor and the date of submission.

You should include a word-count at the end of the assessment (excluding references, figures, tables and appendices).
Where there is a word limit the following penalty systems applies:

• Up to 10% over the specified word length = no penalty
• 10 – 20% over the specified indicative word length = 5 marks subtracted (but if the assessment would normally gain a pass mark, then the final mark to be no lower than the pass mark for the assessment).
• More than 20% over the indicative word length = if the assessment would normally gain a pass mark or more, then the final mark will capped at the pass mark for the assessment.

BMP6036 General Assessment Criteria Level HE6