Assessment Three is a written report on KFCs new concept store
called KFC Urban. This new store will be selling alcohol as part of
its product offering.Inside the report included: Information about
KFC and its positioning Academic theory about brand image and
positioning, Marco Environment and SWOT analysis, Your creative
design of brand image and positioning statement Primary and
secondary market research about consumers Segmentation theory and a
target profile market (using your market research) for the new
store Five recommendations for KFC UrbanHow to complete Assessment
ThreeKFC is planning to launch of a "high-end" pilot store
operating under the name KFC Urban. At this restaurant, KFC will
add spirits, wine, beer and cider to its menu. See the links below
for adiscussion of the concept stores.Imagine you are now working
for KFC Australia and it is your role to help define the concept
stores new brand image and positioning statement as well as
identify and justify the primary target audience. Your boss has
asked you to write a report explaining the theoretical concepts and
your creative ideas for the brand image and positioning statement.
You also need to include a discussion of the macro environment and
a SWOT analysis showing the impact these factors will have on the
store. You need to include market research about potential segments
and your target market profile. Finally, your boss also wants five
specific recommendations for KFC Urban: (1) promotion, (2) price,
(3) staff (4) processes (5) product choices (i.e. what kind of
alcohol?)Step 1 Academic researchYou need to include at
leastthreejournal articles todefineanddescribethe concept of brand
image and repositioning a product with a new brand.When you write
the report, use the theory of branding and positioning to provide
the evidence to justify your brand image design choices.Use the
resources from Assessment One to ensure that you find relevant
articles to support your ideas.In the business market you also need
to be aware of the impact of themacro environmentalfactors. As part
the plan for KFC Urban you need to specifically highlight how these
factors (Elliott et al. 2014 Chapter 1) will affect KFC. (For
example, research laws related to insurance, clean food, alcohol
service and minors serving alcohol, social issues- such as
encouraging alcohol consumption etc). You should also consider a
brief SWOT (Strengths, Weakness, Opportunities and Threats)
analysis here. Be sure todefineanddescribeall macro environmental
factors as part of your discussion even though some may not be
relevant. Some relevant sources to help you find your evidence to
support your argument may be government departments, media stories
and the Australian Bureau of Statistics.Step 2 Research
organization and consumer market dataResearch KFC and its parent
companyYumFind and summarise in no more that 300 words KFCs Mission
statement, values Policies for customers and staff Positioning
statementNow you need some data about consumers attitudes towards
your productPrimary data:Develop a very brief (maybe three or four
questions) questionnaire (see Chapter 3 and module topic on market
research) and asking a few people that you know, find out about the
attitudes consumers have for the product- KFC and alcohol. There is
a forum task related to gathering data in the modules task on
Market Research- using free services like survey monkey to help you
get data - everyone is welcome to request their fellow students to
complete their online survey (no promises that they will, but I
hope that you can support each other).Secondary data:You need to
include secondary data help to explain your consumer segments. You
need to research data from theAustralian Bureau of Statisticson the
Australia population including the following segmentation
variables: Geographic- the KFC Urban store is only located
inParramatta (postcode 2124)- so search ABS for information about
this area only (i.e. population, climate, etc) Demographic -i.e.
age, income, family types etc, Behavioural- i.e. consumption rates
of dining out etc, Lifestyle- Use the Roy Morgan Values Segments
model to identify the lifestyle variable (see Elliott et al. 2014
p197 for this model, and research for more details).You should be
focusing on the consumers you think are likely to use the KFC Urban
restaurant and how they might react to the brand image you are
going to design. You need to include evidence of the target market
(TM) from the data you have researched - you can use tables and
figures to illustrate- then draw out the implications of your data
for KFC (for example, because the TM enjoy relaxing with friends
with alcohol, they may be willing to go to KFC's new restaurant
environment etc). Other useful sources for this section include
media stories and restaurant reviews.Application to Market and
theoryStep 3 Design a new brand image for KFC UrbanYou need to
design the new brand image for KFC Urban- make sure you justify
your design with the theory from the brand image literature in Step
1.You can use the existing KFC brand image as a starting point- but
you need to include a new image for your assessment. You need to
include the wordsKFC Urbanin your image.Step 4 Profile and apply
potential market segments in Australia and marketing
recommendationsGiven your research of the segment in Step 2, create
a profile of your target market (see Resources for an example of
theprofile format). The profile is an overview of your average
consumer for the target market you have described from the
research.Make sure you fully reference your sources and justify and
explain why this profile of the market is likely to buy your
product. You only need one target market.As part of your
application section, you will need to ensure that you make
marketing strategy recommendations. This is, you need to make it
clear how, through the marketing strategies, you are fulfilling the
target markets needs/wants.For example, you have explained that
your target market likes fast food and alcohol, so brand image
needs to reflect the target market, etc.You needfive specific
recommendationsfor KFC Urban: (1) promotion, (2) price, (3) staff
(4) processes (5) product choices (i.e. what kind of
alcohol?)Writing up the report- bringing all your ideas and
research together in the reportIn your report you need to include
all the details developed in the steps above. Be sure to include an
executive summary, table of contents, introduction, conclusions and
references. A suggested structure is listed below:Suggested
StructureExecutive summaryTable of ContentsIntroduction (100
words)Current background of KFC (300 words max)Branding and Brand
image (Outline the concept of brand image using academic
definitions and descriptions (i.e. how it works in theory-issues,
processes etc) to justify and support your brand image design
choices (300 words)Macro environment (including current market
issues of legal, technological, political, socio-cultural and
economic) and discuss their impact on KFC Urban include a SWOT (600
words)Market segments profile (600 words be sure include theory
definitions of each segmentation variable) Geographic Demographic
Behaviour PsychographicOverall Target Market Profile (table format)
statements- the average consumer in this target market is... (100
words)Marketing Strategy
Recommendations:1.Promotion2.Price3.Staff4.Processes5.Product
offerings (200 words)Conclusions (100 words)References (not part of
word count)Rationale Be able to outline the role of marketing in
all types of business operations Be able to define and describe the
complexity and diversity of markets and marketings response to it
Be able to apply marketing concepts and models to the market place
Be able to examine key societal and business issues related to
marketing activities To have skills in researching and
communicating ideas about industries, markets and marketing
strategyMarking criteriaCriterion:The various skills to be
assessedFailPassCreditDistinctionHigh Distinction
Communication SkillsThis is about the presentation of the work
including :Structure, Format, Grammar, including imagesValue
25%Grade range 0-12.5Poor grammar, spelling, punctuation, concepts
were not clear, no paragraphs or formatting- no images, tables or
illustrationsMarks 0-6Some grammatical errors, sentenceswere clear
and complete clear structure and formatting using headings,and sub
headings, some illustrations and diagrams, but not explained and
only decorativeMarks 6.5-8Minor grammatical errors, sentences were
clear and complete, structure and format were used to aid the
reader including diagrams, tables and images, that were relevant to
argument, but were still not fully explained or describedMarks
8.5-9Free of grammatical errorsStructure and format were clear
Sentences were well constructed. Language was concise. Excellent
use of diagrams, images and tables that were both visually
appealing as well as clearly relevant and explained,Marks
9.5-10.5Free of grammatical errorsStructure and format were clear,
logical and consistent. Sentences were well constructed.
Exceptional use of diagrams, images and tables, clearly relevant,
explained and insightful links madeMarks- 11-12.5
Theoretical analysis skillsThis criterion is about defining,
describing and evaluating the conceptsthat were found when
researching the topicValue 30% Grade range 0-15Concepts were not
defined, described or evaluated, mainly listed without
explanationMarks 0- 7Concepts were defined, there was an attempt to
provide descriptions with examples to explain, limited
analysisMarks 7.5-9.5Clear and relevant definitions and
descriptions with examples, some attempt to develop analysis by
comparing and contrastingMarks 10-11Clear definitions, descriptions
with examples and analysis of concepts with comparison, with clear
evaluations and conclusionsMarks 11.5-12.5Clear definitions,
descriptions with examples and analysis of concepts with highly
insightful and perceptive comparisons, evaluations and
conclusionsMarks 13-15
Application skillsThis criterion is about linking theory to a
specific context, explaining how it relates to a product/company
and making recommendationsValue 30% Grade range for 0- 15There was
no or limited application to the KFC Urban, no examples provided no
recommendationsMarks 0-7KFC Urban was described and identified. The
context was connected briefly to theory. There were some
recommendations, but they were not well supported by argumentsMarks
7.5-9.5KFC Urban was described and identified. The context was
connected to theory with clear links. There were relevant market
recommendations and supported connections to theoryMarks 10-11KFC
Urban described and identified and insightful evaluations were
made. The context was connected to theory with clear, creative and
logical links. The recommendations were relevant,well supportedwith
explicit connections to theoreticalargumentsMarks 11.5- 12.5KFC
Urban described and identified and insightful evaluations were
made. The context was connected to theory with exceptional, logical
and imaginative links. The recommendations were highly relevant ,
realistic and supportedwith explicit connections to
theoreticalargumentsMarks13-15
Referencing SkillsThis criterion was about the application of
APA referencingValue 15% Grade range 0-7.5There was limited or no
attempt at in text or end of text referencingMarks 0-3There was an
attempt to apply referencing, but styleand application were
inconsistentMarks 3.5-4.5There was consistent style, but
application was not consistent with some errorsMarks 5-5.5The style
was consistent throughout the text and end reference
list.Application was still inconsistent with some points remaining
unreferenced.Marks6-6.5Both the in text and end referencelist were
consistent in terms of style and application of APAMarks- 7-7.5
