MARK3081 Distribution Strategy and Retail Channels Assignment Brief | UNSW

MARK3081 Case Analysis Assignment

This is an individual assignment.

The assignment is worth 20%. It consists of a written analysis, which is due no later than the start of the lecture session in week 5 (i.e., 1pm, Monday, 24 June). The written analysis should be limited to 1000 words (not including any tables or diagrams) and conform to the “Writing Requirements” as shown below. The analysis consists of three parts as outlined below. The assignment must be uploaded to the Moodle site using the Turnitin Inbox by 1pm AEST on Monday 24 June 2024. It is not acceptable to submit by e-mail.

MARK3081 Assignment Structure (three (3) parts):

1. Statement and Discussion of Performance Objectives

The focus of this analysis is the distribution channel strategy for Natura in Brazil considering the situation described in the Natura A & B cases. The B case reports Natura’s performance as of early 2019. Carefully state market share objectives for Natura in Brazil for the Cosmetics, Fragrances and Toiletries (C, F, and T) market for each of the three years: 2020, 2021, and 2022. In stating these objectives do not use any knowledge or information you have about events that occurred after early 2019, including, but not limited to the impact of Covid, the plans or strategies that may or may not have been implemented by Natura, its competitors or its distributors, and any other contextual information not contained in the HBS case write-ups. That is, use only evidence and information contained in the two case-write-ups: Natura A & B.

Explain your rationale for setting the market share objectives using Natura’s historical performance across a range of metrics along with your assessment of the impact of relevant situational factors. Assess and discuss the overall risk that Natura may face in achieving the objectives that you state.

2. Distribution Channel Strategy Options

Develop and present two distinct options for a distribution strategy for Natura in the Brazil Cosmetics, Fragrances, and Toiletries market. Each of your options should be a complete strategy and include specific objectives and plans across all important distribution components that Natura might use, including its traditional and its new channels. These channels could include levels for both physical and digital retail channels as well as door-to-door channels. These options should be competing alternatives in that both have a reasonable chance of achieving your stated objectives. They should also be feasible in that Natura has the resources to implement them.

3.  Recommendation and Justification

Recommend one of the two channel strategy options that you have just presented. Do not recommend a new or combined plan that you have not presented. Justify your recommendation by stating how you believe its advantages outweigh its disadvantages. Develop a coherent and logical argument. Be sure to note trade-offs, sacrifices, or limitations to your recommendation.

Writing Requirements

Limit the written analysis to 1000 words (not including tables, figures, or appendices). Use complete sentences and paragraphs. As you know, only complete sentences can express complete thoughts. Write in an appropriate professional style. Thus, avoid the use of imperative statements, rhetorical questions, direct address, or passive voice. Correct all grammatical and spelling errors. Profuse errors in grammar, syntax, and spelling will potentially yield a failing mark. You will not get a second chance to revise and resubmit. Your submission must be a final proofread copy. All passing papers must meet minimal writing standards. Writing need not be elegant or attempt to be sophisticated. It can be simple. It must be clear and correct. Please double space in twelve-point times-roman font throughout with adequate (2.5 cm) margins. Place computations, pro forma statements, tables, and diagrams in an appendix and refer to these in the body of the text. Use appropriate (e.g., Journal of Marketing) reference style. Keep a copy of all work submitted and retain your marked assignment. Submit a soft copy of the assignment via Moodle as indicated above.

No strategic analysis is perfect. Managerial decision making is prone to several rhetorical and logical traps and deceptions. Some may be intentional, others not. Nevertheless, try to avoid the following pitfalls and writing errors:

lack of specificity in objectives 
actions or plans masquerading as objectives 
redundancy within or between sections 
unfocused situation analysis  
undiagnostic situation analysis 
irrelevant commentary incomplete plans 
unbalanced evaluations 
noncomparable alternatives 
statement of opinions lacking argument or evidence 
logical inconsistency 
research plans/requests for information 
hybrid recommendations 
“all positive” recommendations 
superfluous, appended, or unevaluated recommendations 
plans not meeting minimal standards 
misuse of business and marketing concepts