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Assignment 3 Description and Marking Criteria

MKTG3001 – Business to Business Marketing

Assignment 3: Business Analysis Report

Guideline and Marking Criteria

Due: Week 13, Friday 3:00 pm

Value: 40 marks

Get ready to take your knowledge of Business-to-Business Marketing to the next level with the Business Analysis Report assignment! This hands-on activity provides an invaluable opportunity to delve deep into the workings of real-world businesses, understand their environments, and analyze how they navigate their markets.

In today's business landscape, the ability to write an engaging and insightful business report is not just a skill; it's a tool that can set you apart. A good report is your canvas to demonstrate your ability to analyze a company and its environment in depth, presenting your findings in a way that engages the reader and makes them see what you see.

You're invited to explore the wealth of secondary data sources that are at your disposal. Ranging from the company’s own website and reports, industry reports, newspapers, and management journals, to trusted websites and libraries, you have a treasure trove of information to dive into. Your task is to piece together this data into a compelling story that portrays your understanding of the company and its operating environment.

Your report should be a meticulously crafted piece of around 2,000 words (± 10%). Don't worry about the reference list and appendices – they are excluded from the word count, giving you enough space to paint a complete picture of your analysis.

Remember, every word you pen down is a reflection of your understanding, and every idea you present is a showcase of your interpretation. Make each count!

This assignment is more than just a task – it's your opportunity to display your analytical prowess, articulate your insights, and prove your mettle as a budding B2B marketing professional. We are eagerly looking forward to your thoughtful and insightful analyses. Happy investigating!

Case one: ORICA

Orica is a global leader in commercial explosives and blasting systems, primarily catering to the mining, quarrying, and construction sectors. Headquartered in Australia, the company specializes in a wide range of products, from initiating systems to blasting services.

Case two: BORAL

Boral is a prominent Australian-based company specializing in building and construction materials. With operations extending across Australia, North America, and Asia, Boral offers a diverse range of products, including concrete, asphalt, cement, roofing, and plasterboard. 

Note: You must select ONLY one of the two companies for your Business Analysis Report. 

When analysing your selected B2B company, you should identify and select a specific B2B theory/theories as a foundation for your analysis. In your report, you have to address the following issues: 

· Introduce your chosen company, addressing the scale of its operations, past performance, the markets they operate in, and its product range. Your introduction must identify whether your company serves a B2B market or both a B2C market and a B2B market. You may need to use secondary data to develop a compelling introduction to your chosen company. Use graphs, charts, and tables if necessary. 

· Identify your organisation’s most significant competitors. You have to outline the strengths and weaknesses of these competitors relative to your chosen company. Note you should analyse only three competitors for this section of your report. 

· Identify and describe the target market for the main products in your chosen company’s overall product range. In this section, you have to identify the major customers for your selected company and provide a concise summary of who these customers are and their main strengths. Further, you need to identify the main supplier of raw materials for your chosen company and identify their main strength. You only have to analyse three products, three suppliers, and three customers for your chosen company. 

· Identify two macro-environmental trends that are relevant to your chosen company. Discuss how your chosen company can improve its marketing mix in view of the macro-environmental trends you identified only for the three products you selected. 

· For the three main products you identified in your chosen company, critically analyse their marketing mix (i.e., price, promotion, and place) using relevant theory.

Important Notes for Assignment 3: Navigating Your Business Analysis Report

Unleashing your potential in this Business Analysis Report is not only about examining how companies operate but also showcasing how you operate as an analyst! Below are some key insights to help you excel in this task:

1. Time is of the essence: Time management is as crucial a skill in academia as it is in business. We've noticed that nearly 20% of students face penalties due to late submission. Don't let time slip away from you! However, remember that an approved application for Special Consideration exempts you from late submission penalties.

2. Back it up: Every claim you make is an argument that needs evidence for support. Consider this as you weave together your report. Be it research findings, published sources, or industry reports, your arguments should always be grounded in credible evidence.

3. Stitch it together: You'll come across a multitude of facts and findings relevant to your topic. Your challenge is to create a cohesive narrative that ties all these elements together. Each sentence should naturally lead to the next, each paragraph building on the one before. Create a report that's not just informative, but enjoyable to read!

4. Credit where credit is due: Cite your sources appropriately using APA 7 style for both in-text citations and your reference list. This not only safeguards academic integrity but also adds credibility to your work. The reference list, which should be at the end of the report, does not count towards the word limit. If you need help with referencing, check out this helpful link.

5. Integrate, don't isolate: Theories and concepts are the backbone of your analysis. Don't confine them to a separate section; instead, let them guide and inform your discussion. They should underpin your analysis, offering a theoretical foundation for your practical insights.

Remember, this assignment is your opportunity to flex your analytical muscles and showcase your knack for insightful business understanding. Keep these guidelines in your mind, and make your Business Analysis Report a testament to your hard work, learning, and understanding of B2B Marketing. Happy analyzing!