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Word length: 2,500w (references excluded).
Submission date: 28 May, 4pm (AEST)
Individual assessment:
Research paper: Report format
Assessment Task:
This assessment scaffolds from Assessment 1 where you undertook a detailed analysis of a green/sustainable issue.
To commence this assessment you must:
Leverage insight from Assessment 1
Identify ONE brand from Assessment 1 to analyse their sustainability strategy/actions designed to influence consumption behaviour.
NOTE: analysis for Assessment 3 is at the brand level and the influence of the brand’s sustainability to influence consumption decision-making. That is: what value does the brand’s sustainability strategy offer when consumers engage in consumption decision-making.
The objective of Assessment 3 is to apply theoretical knowledge and concepts harnessed from Green Marketing to evaluate and critique the extent to which your chosen brand’s strategy meets, or does not meet, the green/sustainable criterion and it’s influence on consumption decision-making.
You will develop skills in problem solving, synthesising data, critical evaluation and strategic thinking. Further, you will enhance written argument development.
How to commence: Collect as much information and knowledge related to your chosen brands marketing and sustainability strategy. For example, search academic literature to theoretically support your argument; collect marketing strategy information (pricing, branding, promotion etc) of your chosen brand; and collect market information available on the internet eg statistics, commentary, observations (no interviews), examples with evidence such as publicly available information, videos, packaging (if appropriate or available), drawings, descriptions, etc.
You will collate and critically analyse this information to evaluate in terms of 4 P’s of marketing (product, price, place and promotion), green marketing/sustainability concepts and other sustainability issues you consider relevant.
Critically analyse the information you have collected: You must reinforce your discussion with clear evidence (i.e. theoretical models and concepts related to this Unit; scholarly journal articles) that support and justify your reasoning for each aspect of the strategy.
It is expected that you will integrate sustainability terminology throughout your strategy analysis document. DO not use definitions – it is expected that you apply knowledge/concepts/ models/theories discussed throughout the course!
DO NOT use value statements within your report that are not substantiated and represent your world view.
It is critical that you EDIT your work as you need to make every word count!
Review the marking criteria prior to commencing this assessment task.
This piece of assessment addresses learning outcomes 1, 2, 3, 4 and 5.
Useful guide:
This website sets out key criterion to consider when developing a Green Strategy. You could use this as a stepping point (in addition to reviewing lecture content) to analyse your brand’s green/sustainability strategy. Note: this site simply states information – you are required to critically evaluate the extent to which your chosen brand engages, or not, sustainability actions.
Green Marketing Observation & Portfolio Analysis Structure
Your strategy report will comprise of the following major sections (as well as sub-headings denoted in the Guidelines below):
Cover Page to identify
– Sustainability issue, product category and chosen brand to analyse
– student name and ‘S’ number
Executive summary (Brand overview & sustainability issue) (100w, not marked)
Brand priority audience and psychographic profile (20%, 100w)
Green Marketing Strategy critique and analysis: Strategy 1 (20%, 600w)
Green Marketing Strategy critique and analysis: Strategy 2 (20%, 600w)
Green Marketing Strategy critique and analysis; Strategy 3 (20%, 600w)
Brand Sustainability Strategic recommendations (15%, 300w)
References (5%)
Ensure you do not replicate information across sections and ensure each section provides information relevant to that section.
Word limits across sections are approximations.
Marking rubric: Review the marking rubric. This assessment examines your ability to problem solve, specifically:
Ability to reflect and apply segmentation strategy skills to a particular business context.
Ability to reflect on strategy frameworks to critically analyse and evaluate a brand’s sustainability strategy
Capability to synthesise sustainability context to recommend business sustainability solutions.
Prior to commencing this assessment:
Choose one brand from Assessment 1 to analyse in-depth.
Section 1: Executive summary:
An executive summary, or management summary, is a short document or section of a document, produced for business purposes, that summarizes a longer report or proposal or a group of related reports in such a way that readers can rapidly become acquainted with a large body of material without having to read it all.
For this analysis, succinctly summarise your chosen brand’s involvement with the sustainability issue. You will draw key points analysed from Assessment 1 and apply specifically to your chosen brand. DO NOT simply cut and paste from Assessment 1 (as this represents self-plagiarism).
Section 2: Identify brand priority audience & psychographically profile:
The objective of this section is to identify ONE key segment the brand considers as its IDEAL priority target audience and to evaluate alignment of the brand strategy with the brand’s key priority audience. Refer to the Green Marketing consumer lecture.
A psychographic profile your target audience aims to build an understanding of the lives of the audience(s) involved and specific relevant sustainability behaviours. You are required to define the priority target audience (ie: ONE key segment) in terms of:
Demographic characteristics – age, gender, geographic location etc
Psychographic characteristics – sustainability attitudinal and behavioural influences impacting the target audiences’ sustainability decision-making
You will need to use secondary research to evidence and justify the psychographic profiling of your chosen priority audience.
You will need to think about who the consumer is (values, attitude, beliefs) and how they are affected by this sustainability issue/who is the consumer the organisation wants to target/ what are the barriers to adopt the sustainable consumption initiative/ what does the initiative require the consumer to do differently. Does the brand have strong alignment with their TA or are there potential contradictions between strategy and TA.
You might adapt the Lifestyle of Health and Sustainability (LOHAS) segmentation analysis supplementing the justification of the IDEAL segment with data from journal articles/ market reports/newspaper articles etc that analyse general trends and sustainability trends within your chosen industry/product categories.
Eg Millenials are leading the way in sustainable beauty products and fashion – drilldown further to psychographically profile the brand’s key consumer segment
You might leverage the LOHAS profile and contextualise to your chosen product category/brand.
Identifying the brand’s ideal consumer group aims to understand what moves and motivates ‘ideal consumer’ and drives them to make purchase decisions

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Is there a fit between the brand’s sustainability positioning and their ideal TA

Eg: ZARA = fast fashion organisation that has a sustainability platform ( yet their TA is young, price conscious individuals (men and women) who are highly sensitive to the latest trends – which potentially represents a strategy contradiction.
Discuss the implications of the brand’s TA and relationship with the brand’s sustainability strategy.

Section 3, 4 & 5: Green Marketing strategy critique and analysis:
In this section you are required to evaluate and critically analyse your chosen brand’s sustainability strategy and its influence on consumption decision-making. The objective of these sections is to delve deeper and evaluate the extent to which the brand actually does address the sustainability issue evaluating its strengths and weaknesses. Is the brand’s sustainability strategy authentic, or not? Is there a connect, or not, between Sustainability Framework Analysis of the brand/organisation (Assessment 1) and the brand’s sustainability strategy which aims to influence consumer decision-making to choose your brand over competitors.
In Section 2 you identified your chosen brand’s ideal sustainability target audience. Take this further to consider a persona – a single person within the priority target audience who actually uses the brand and values that brand’s sustainability capabilities. Not all brands will excel on all aspects of sustainability strategy. As such, in the Strategy Critique and Analysis sections you are required to critically analyse the extent to which the brand does, or does not, excel with regards to enabling their ideal TA to engage with the brand enabling the consumer to do sustainability.
You must address 3 strategy elements (product, price, supply chain, and/or communications) and integrate green marketing theory/concepts and models to justify/quality your analysis. It is also critical that you refer to key content discussed in the Greenwashing and strategy lectures.
Use a separate section heading for each strategy element. You will also need to structure each strategy section to clearly articulate your argument. Choose key content to elaborate.
Some questions to kick start your critical thinking:
DO NOT ANSWER THE POINTS BELOW – they are to assist your critical thinking not simply answer!
Product element:
Identify and/or briefly describe the product under analysis and link product entity to the sustainability topic – what is it about the product that consumer view as helping them to solve the sustainability issue?
Does the brand engage product stewardship responsibilities? If so, what are they?
Circular economy philosophy, ecological footprint processes

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Product innovation type – incremental, disruptive, radical – how does this impact consumer’s sustainability decision-making? Eg: Has the brand innovated substantially to enable the consumer to ‘easily’ engage in solving the sustainability issue?
Does the brand have sustainability certification (eg Fairtrade or some other certification), is it verifiable? What leverage does this certification have in influencing consumption?
What brand elements (ie brand entity values) does your chosen brand excel over competitors to drive their sustainability agenda.
To what extend does the brand/organisation’s sustainability goals (discussed in Assess 1) align to their product strategy – is there a connect or disconnect (possibly link this analysis to other strategy elements)?
Contain your analysis to the product entity itself and the extent to which the brand engages sustainability philosophy & processes.
Price element:
Analyse brand pricing relative to competitors
To what extent does pricing impact purchase decision-making
Does the brand engage value-based pricing or has the brand contained costs relative to competitors (not engaging sustainability).
What is the value of value pricing strategy? (if the brand appears to be engaging value pricing strategy? Niche brand? New start up?)
Link to consumer profile analysis
Distribution – Value chain element:
Analyse the brand’s distribution/value chain (evidence from parent organisation which maybe available online, or possibly analysed in journal article).
What type of sustainability value chain is evidenced? Cradle to cradle, cradle to grave, cradle to gate? To what extent is this authentic?
Does the distribution channel include sustainable delivery strategies?
Does the brand report its distribution value chain processes and sustainability impacts?
Is the value chain philosophy linked to an overarching organisational sustainability philosophy?
This maybe a challenging ‘P’ to analyse as is dependent on the brand disclosing content.
Communication/Promotion element:
The objective of a brand communicating its sustainability positioning is essentially to strengthen its brand equity relative to competitors (ie. The extent to which consumers possess knowledge of X brand’s core values).
Analyze the brands image positioning in relation to sustainability (what is the core sustainability message the brand communicates? What is the brand’s unique positioning relative to competitors?)
Can the brand’s sustainability claims be substantiated? Discuss and justify.
Is greenwashing an issue? If so, discuss and apply relevant sins. Does the brand appear to be engaging and positioning on ‘green/sustainability’ credentials however in fact is actually greenwashing? Link back to certification and Sustainability Goals (Assess 1)
If brands are actively addressing sustainability actions to what extent are sustainability actions communicated to consumers? (eg McDonald’s actively engages sustainable meat production however are consumers aware of this action – would it be relevant leverage credibility for the brand on this criterion? Why/why not?)
Does the brand use sustainability lingo (eco, natural, organic etc). Do consumers really know what these terms mean or are they lumped generally as ‘this brand is doing good’ perception? Does this link with greenwashing?
Does the brand/organisation engage corporate social responsibility (CSR)? Identify CSR actions – maybe create a table of CSR brand actions. If CSR occurs at organisation level how do these actions impact on the brand and consumer consumption decision-making? To what extent are the brand’s CSR initiatives linked to the organisational sustainability platform?
To what extend does the brand/organisation engage in communicating its sustainability/CSR initiatives to consumers?
Are consumers aware of the initiatives?
Would there be benefit in increasing consumer awareness (e.g., McDonald’s actively engages sustainable meat production however are consumers aware of this action – would it leverage credibility for the brand)?

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Section 6: Sustainability strategic recommendations:
This section requires you identify three key strategic recommendations for your chosen brand which aim to enhance sustainability characteristics of the brand. The 3 key strategic recommendations will be derived from your analysis. You are required to use marketing terminology to denote the key strategic direction of the recommendation as well as expected benefits.
You will identify at least 3 key expected recommendations and justify
The recommendations MUST evolve from the previous analysis
You must use marketing terminology and strategy options
Denote each strategic direction with a marketing sub-heading and justify that recommendation. For example:
Address supply chain delivery:
Justify this strategic direction for the brand

 Leverage new sustainability product line:
Justify this strategic direction for the brand

Reposition sustainability brand image:
Justify this strategic direction for the brand

Reference where appropriate. Use APA referencing style.
Final checklist prior to submission:
Ensure you edit your assignment – assignments that engage deep analysis represent a process of significant editing and critical thinking. As such, this assignment will require to you spend quality time and effort on your analysis.
Your assignment will also include:
Presented in essay format (with required section headings and additional subheadings – to organise your thinking as they provide structure for you (as writer) and a guide for me (the reader).
Word limit, with a minimum of 10 academic journal article references.
Include a cover page detailing the sustainability issue, your name and student ID.
Referencing style to be used is APA – guidelines are at Resource Bank on Navigation Menu at Learning@Griffith
Appendices can be included.
Maintain within the word limits for tables and summary! This will be a challenge yet you need to learn to write succinctly!
Writing quality is important, so please edit and revise your writing for careless spelling, formatting and poor grammar as these give the reader the impression of carelessness and a lack of regard for the assignment. Also, good sentence and paragraph construction helps with the presentation and flow of your ideas and arguments.
Prior to submission your essay must meet these minimum requirements: 1.5 spacing; 2.5cm margins; single sided; 12 font, TIMES NEW ROMAN style (the default Calibri is too small when reading many assignments online)
Submit your document with .doc or .docx file extension.
Do not PDF your submission or submit as a google doc or a .pages extension or any other file extension as the system does not support these formats. Any assignments that cannot be opened will receive a mark of ‘0’.
Triple check that your assignment has been uploaded correctly.
Ensure you have uploaded the FINAL assignment (not a working document or a blank page).
Name your assignment as per the following requirement:
Lastname_Firstname_snumber_AssignmentName (eg Smith_Jane_s123456_Assign1)
Submission via Learning@Griffith on due date/time.
Please consult your marking rubric as a guide.
It is not necessary to identify definitions – you are expected to apply theory to practice. Cluttering your essay with definitions demonstrates you are wasting words! Make every word count in your assignment!

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