Copy Assessment II - MR - Project .docx - T-1.8.1_v3...

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T-1.8.1_v3 ASSESSMENT BRIEF AND INSTRUCTIONS Performance Objective Student will demonstrate skills and knowledge required to plan market research by identifying market research needs, defining research objectives, identifying data gathering approaches and developing a market research plan. Students will also demonstrate skills and knowledge required to plan direct marketing activities and develop marketing plans matching organisational objectives. Organisation Roxy is QuiksilverRossignol’s female line of Quiksilver clothing, accessories, and surf equipment. The brand was introduced in 1991 to target young girls and women, whilst maintaining the synonymous Quiksilver quality. It operates in the female surf wear market. This was portrayed through the design of the Roxy logo which was a modification of the Quiksilver logo but on a ninety-degree tilt reflection, thus forming a heart. QuiksilverRossignol is an American based beach lifestyle brand giant. Under its umbrella are other well known surf wear and other board sport-related equipment brands, including DC Shoes and Quiksilver. Context and Situation You are working in the Marketing Department of Roxy, Sydney Office. Your marketing manager has tasked you to plan market research and plan direct marketing activities . Your tasks include identifying market research needs, defining market research objectives, defining data gathering approaches, developing market research plan, developing marketing research strategies, selecting direct marketing activities and producing direct marketing plan. Your trainer will play the role of the marketing manager and expects you to submit a project report following the instructions below: Instructions on Submission Requirements ± Refer to Roxy Case Study to answer the assessment requirements. ± You are required to use the project report template, appendices and follow the of table contents to plan market research and plan direct marketing activities of this organisation. You are to follow the exact layout of the template and complete all the sections of the template. ± The templates attached include table of contents and project report with the instructions on each task requirements. ± All sources are referenced consistently and comprehensively using the recommended referencing system as prescribed in the subject description/outline. ± Overall presentation is professional including spell and grammar checked judicious use of headings, font size, layout etc. ± A marking criteria table (to be completed by the assessor) is also attached for your reference to get idea on the weights for each requirements of the plan. ± Submit a hard copy on the due date. Marketing Research - Assessment Task 2 v3 Last updated on 11/06/2019 Page 1
T-1.8.1_v3 PROJECT REPORT Part I: Plan Market Research For Roxy (25 marks)

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