University	Auckland Institute Of Studies (AIS)
Subject	MKTG801 Marketing and Enterprise

MKTG801 Assignment 1 Brief

Course: MKTG801 Marketing and Enterprise

Lecturer: Dr Sandy Smith

Stream: 247 & 248

Due: 4pm Friday March 6^th 2026 (soft copy submission through Moodle only)

POINTS to NOTE:

This assignment is marked out of 100 points and is worth 25% of the final course grade.
You are required to present your assignment as a referenced presentation of no more than 20 slides, including the title page and list of references. The PowerPoint presentation is to be submitted on Moodle and a pre-recorded presentation is to be submitted onto Teams.
Ensure you follow academic citation and referencing requirements as failure to do so may invoke penalties. Use APA (7th ed.).
You are also required to reference the use of any tools / software / application used. This includes the use of artificial intelligence (AI) to paraphrase or proofread, which requires a statement where applicable.
Upon submission your assignment will be checked for copied materials as well as the use of AI (artificial intelligence), with penalties to be applied where appropriate and if not appropriately referenced
You may submit your assignment as a draft submission on Moodle/Turnitin to check similarity prior to making your final submission.
Late submissions incur a 5% penalty (5 marks) for each 24-hour period up to 96hours (after that time a mark of zero will be recorded).
An extension may be granted if, within the prescribed timeframe, you submit an Assignment Extension Application’ form with supporting documentation (e.g., a medical certificate) to the Programme Administration Unit.
As part of pass requirements for this course, you are required to pass each learning outcome at least once in this course.

learning Outcomes

As set out in your Course Outline, this assignment requires you to fulfil the following learning outcomes:

LO1: apply key marketing concepts when analysing marketing case studies and marketing problems; and

LO2: develop marketing strategies and plans to enhance future-proofing an organisation.

Assignment Instructions

You work for a consulting firm which has been contracted to conduct an initial situation analysis for a new client, Barrys Bay Cheese (https://barrysbaycheese.co.nz/). You can start your assignment by reading the supplementary information sheet which will be provided by your lecturer on Day 1 of the course. Please do not contact the company directly – doing so will not enhance your marks in any way and may detract from the focus of this assignment, which is to utilise publicly available secondary data only. Also, contacting the business may annoy the owner(s).

You are required to develop a preliminary presentation for the company that incorporates the following elements:

Utilising key marketing concepts, conduct a situation analysis for Barrys Bay Cheese to identify marketing challenges the company currently faces. (60 marks)
Then based on your analysis, select ONE (1) of the following strategies Barrys Bay Cheese could use to grow its business: market penetration, market growth, product development or diversification. Justify your choice. (20 marks)
Provide a 10-minute video pre-recorded presentation to accompany your slides to be submitted on the MS Teams (instructions will be provided). (20 marks)

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MKTG801 Assignment 1 Marking Rubric

Grades	D- (0-39%)	D (40-49%)	C (50-64%)	B (65-79%)	A (80-100%)
1. Utilising key marketing concepts, conduct a situation analysis for the company to identify marketing challenges the company currently faces. LO1	Does not analyse, or inaccurately analyses, the businesses internal and external environment (e.g., but not limited to capabilities, customers, business environment, competitors, trends, collaborators) using a suitable framework (e.g., but not limited to 5Cs, SWOT). Key, relevant marketing challenges are not identified or are not supported by the analysis. Integration of credible and relevant sources is missing or does not support analysis and arguments.	Does not fully analyse the business’s internal and external environment (e.g., but not limited to capabilities, customers, business environment, competitors, trends, collaborators) using a suitable framework (e.g., but not limited to 5Cs, SWOT). Key, relevant marketing challenges identified are not fully supported by the analysis. Integration of credible and relevant sources is incomplete or does not fully support analysis and arguments.	Analyses the business’s internal and external environment (e.g., but not limited to capabilities, customers, business environment, competitors, trends, collaborators) using a suitable framework (e.g., but not limited to 5Cs, SWOT). Key, relevant marketing challenges identified are supported by the analysis. Integration of credible and relevant sources supports analysis and arguments.	Robustly analyses the business’s internal and external environment (e.g., but not limited to capabilities, customers, business environment, competitors, trends, collaborators) using a suitable framework (e.g., but not limited to 5Cs, SWOT). A range of relevant marketing challenges identified are clearly supported by the analysis. Integration of a range of credible and relevant sources robustly supports analysis and arguments.	Comprehensively analyses the business’s examines internal and external environment (e.g., but not limited to capabilities, customers, business environment, competitors, trends, collaborators) using a suitable framework (e.g., but not limited to 5Cs, SWOT). A wide range of relevant marketing challenges identified are insightfully supported by the analysis. Integration of a wide range of credible and relevant sources comprehensively supports analysis and arguments.
2. Then based on your analysis, select ONE of the following growth strategies: market penetration, market growth, product development or diversification. Justify your choice. LO2	Growth strategy selected is inappropriate or not justified. Growth strategy is not supported by the situation analysis. Benefits and risks of the growth strategy as it is applied to the business case study and future-proofing of the business are not or inaccurately discussed. Integration of credible and relevant sources is missing or does not supports analysis and arguments.	Growth strategy selected is not fully appropriate or not fully justified. Growth strategy is not fully supported by the situation analysis. Benefits and risks of the growth strategy as it is applied to the business case study and future-proofing of the business are not fully discussed. Integration of credible and relevant sources is incomplete or does not fully support analysis and arguments.	Growth strategy selected is appropriate and justified. Growth strategy is supported by the situation analysis. Benefits and risks of the growth strategy as it is applied to the business case study and future-proofing of the business are discussed. Integration of credible and relevant theory supports analysis and arguments.	Growth strategy selected is appropriate and robustly justified. Growth strategy is robustly supported by the situation analysis. Benefits and risks of the growth strategy as it is applied to the business case study and future-proofing of the business are robustly discussed. Integration of a range of credible and relevant sources robustly supports analysis and arguments.	Growth strategy selected is appropriate and comprehensively justified. Growth strategy is comprehensively supported by the situation analysis. Benefits and risks of the growth strategy as it is applied to the business case study and future-proofing of the business are comprehensively discussed. Integration of a wide range of credible and relevant sources comprehensively supports analysis and arguments.
3. Provide a 10-minute video pre-recorded presentation to accompany your slides.	The presentation does not follow a logical structure and does not clearly summarise the analysis and growth strategy. Language is not appropriate for the intended audience. Slides are disorganised or difficult to read, timing falls outside the 10-minute requirement, delivery does not meet academic or professional presentation standards, and sources are not cited on slides.	The presentation provides a partial or uneven structure and an incomplete summary of the analysis and growth strategy. Audience-appropriate language is inconsistently used. Slides show limited clarity or organisation, timing does not consistently align with the 10-minute requirement, delivery shows inconsistent adherence to academic or professional presentation standards, and citations on slides are minimal or inconsistently applied.	The presentation follows a clear structure and summarises the analysis and growth strategy. Language is appropriate for the intended audience. Slides are readable and logically organised, timing aligns broadly with the 10-minute requirement, delivery meets academic and professional presentation standards, and key sources are cited on slides.	The presentation follows a logical and consistent structure and summarises the analysis and growth strategy with clear linkages. Language is consistently appropriate for the intended audience. Slides are clearly organised and readable, timing is managed within the 10-minute requirement, delivery consistently meets academic and professional presentation standards, and sources are cited on slides and linked to relevant content.	The presentation demonstrates a well-sequenced structure and provides a concise summary of the analysis and growth strategy aligned with slide content. Language is consistently aligned with the intended audience and purpose. Slides are clearly structured, readable, and aligned with spoken content, timing is maintained within the 10-minute requirement, delivery consistently meets academic and professional presentation standards, and sources are systematically cited on slides and aligned with referenced content.

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