Format of the Report and requirements
Company is Cocoa Trees https://www.thecocoatrees.com/ and competitor choose candylicious http://www.candyliciousshop.com/
Your report should include a discussion of TWO macro environmental factors and FIVE implications for TCT’s marketing strategy. The report should reference a minimum of EIGHT sources.
Analyse and describe the relevant trends related to one of the macro environmental
factors identified by the team (each team member should focus on a different factor).
Undertake an industry analysis using Porter’s Five Forces model. Report your assessment of the strength of each force. Discuss the three forces that you believe are the strongest for this industry and why.
Based on the above analysis of your assigned macro environmental factor and Porter’s forces, discuss three main implications for TCT’s marketing strategy.
By undertaking ‘desk’ research, thoroughly evaluate your assigned competitor and their marketing strategy.
To supplement your analysis, undertake a mystery shopping exercise to observe the competitor, as well as TCT, in their retail context. Complete the accompanying mystery shopping template provided on Canvas and include as an appendix in your report.
Based on both your desk research and field research, describe your competitor’s objectives and their competitive strategy (as discussed in the lecture and the reading). Identify the strengths and weaknesses of your competitor in comparison to TCT.
Based on your analysis, identify and discuss three main implications for TCT’s competitive strategy.
If undertaking Part A of the Consulting Report in a pair:
Please note that each person should research a different competitor, as well as conducting your own mystery shop on TCT. That means your report should contain the analysis for TWO competitors, and FOUR mystery shops in total. You should also discuss FIVE main implications for TCT based on your research and analysis of two competitors.
The management of The Cocoa Trees requires some assistance with their overall forecasting activities to help with planning. They are currently reviewing their existing forecasting methods and would like your team to prepare some recommendations in terms of the models that they could consider using for the preparation of their initial forecasts.
The Cocoa Trees sales of chocolate gift packs for the last 8 years at their Suntec City store are as follows:
Financial Year Sales volume (gift packs)
2011/12 3100
2012/13 3870
2013/14 4850
2014/15 5450
2015/16 5850
2016/17 5960
2017/18 6130
2018/19 6450
In your team, allocate a different variation of each of the single moving averages models. For example, one member could apply the single moving averages model and single moving averages using absolute change model using 3 periods, another team member could use 4 periods for both models, and another 2 periods etc…
For your individual report, undertake the forecast for 2019/20 (period 9) using one variation of each of the single moving averages models as well as linear regression (i.e. 3 models in total), and provide a summary table of your results. That is, you should produce three different forecasts with three MADs. Then, comment on the following:
Which method of forecasting would you recommend for TCT and why?
What other factors should be considered before finalizing the forecast?
If undertaking Part A of the Consulting Report in a pair:
Each person should undertake the forecast for 2019/20 using a different variation of each of the
single moving average models (e.g. one person can do 3 periods, the other person 4 periods).
When submitting your assignment, include copies of your spreadsheets that show both the
numbers and the formulas in an appendix. (Go under ‘formulas’ then click on ‘show formulas’.)
Only include a summary table of the results in the body of the document.
Note: Your report should clearly reference the sources of information used. It is expected that
you will reference a minimum of six sources i.e. industry reports, government statistical
reports, newspaper/magazine articles NOT TEXTBOOKS.
The word limit for Consulting Report (Part A) should be:
approximately 3,000 words (or about 6 pages depending on layout)
Your report should adhere to the following specifications:
2.5 cm margins on all sides;
11 point Arial (or similar) typeface, single-spaced;
Both the in-text references and reference list must be in the appropriate format (see RMIT’s guidelines for written work);
Headings and subheadings should be used;
Bullet points and tables are acceptable, but should not be too cryptic;
Any details pertaining to calculations should be presented in the appendix, only
the results of any quantitative analysis should be presented in the body of the document;
Appropriate business/marketing language should be used; and
Appendices are allowed but should not include any information that is critical to your
report – that information should be in the body of the document. Appendices are for
supporting information only.
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