Task rationale:

The topic task is designed to assess what students have learnt in the topic of marketing. It provides
students with a real-life case from an American coffee brand which is struggling in Australian market.
The task is expected to help students self assess their learning and skills developed through this
topic. Meanwhile, students can explore the connections between knowledge in different areas and
thus establish high order thinking in the task.

Outcomes:
H2 evaluates management strategies in response to changes in internal and external influences
H5 explains management strategies and their impact on businesses
H6 evaluates the effectiveness of management in the performance of businesses
H7 plans and conducts investigations into contemporary business issues
H8 organises and evaluates information for actual and hypothetical business situations
H9 communicates business information, issues and concepts in appropriate formats
H10 applies mathematical concepts appropriately in business situations

Instructions:
Starbucks Corporation is an American coffee company and coffeehouse chain. Starbucks was
founded in Seattle, Washington in 1971. Despite its expansion in other countries, Starbucks in
Australia does not develop well. In 2008, Starbucks was forced to close 70% of its Australian
locations.
In the task, students need to investigate the issues encountered by Starbucks in Australia and
provide recommendations to improve its performance in Australian market. The report should
include the following parts:
1. Identifying the target markets for Starbucks
2. Analysing the internal and external factors impacting its performance (e.g. SWOT model,
PEST analysis, BOSTON Matrix)
3. Designing a marketing plan incorporating multiple marketing strategies to improve the
performance of Starbucks in Australian market and evaluating your plan
Students need to investigate the case by searching information from multiple sources to give
compelling evidence in their assessment. Students are encouraged to use charts, diagrams and any
other forms to present their work. The word limit for this assessment is 1500 words.

Marking criteria:
Criteria Marks
Accurate and detailed definition of targeting markets with compelling 17-20
and robust evidence
Extensive evaluation of internal and external factors that advantage
and/or disadvantage Starbucks in Australia with accountable supportive
information
Efficient use of multiple marketing strategies corresponding to the
features of the target market
Professional presentation of the assessment including logical writing,
appropriate use of business terminologies and concepts, efficient use of
graphics and charts, and correct use of APA referencing
Correct and detailed definition of targeting markets with sufficient and 13-16
relevant evidence
Thorough evaluation of internal and external factors that mainly impact
Starbucks in Australia with convincing evidence
Structured marketing strategies considering main features of the target
market
 Professional presentation of the assessment including well-organised
paragraphs, most terminologies and concepts used correctly, and
correct use of APA referencing
Conclusive definition of target markets with some evidence 9-12
Sound analysis of internal and external factors that mainly impact
Starbucks in Australia with evidence supporting
Multiple marketing strategies covering some features of the target
market
Clear presentation of the assessment including structured paragraphs,
relevant terminologies used and information resources provided.
Vague definition of target markets with limited evidence 5-8
General analysis of some factors that impact Starbucks in Australian
with some evidence
More than one marketing strategy used to attract the target markets
Clear presentation of the assessment with structured paragraphs
Unclear definition of target markets with very limited evidence 1-4
Limited analysis of the factors that impact Starbucks in Australian
Poor choice of marketing strategies without evidence supporting
Unprofessional presentation of the assessment with the lack of logic,
unaccountable information sources and verbal languages widely used

Scaffolding samples:
Sample 1: explain the instruction
Identify: recognise and name
Analyse: identify components and the relationship between them; draw out and relate implications
Evaluate: make a judgement based on criteria; determine the value of

Sample 2: ALARM scaffolding sheet

Evaluate/justify Critically analyse Explain Describe Identity
Who are the Who are the Who are the Who are the Who are the
target markets target markets target markets target markets target markets
for Starbucks? for Starbucks? for Starbucks? for Starbucks? for Starbucks?
What What What What
characteristics or characteristics or characteristics or characteristics or
features do they features do they features do they features do they
have? have? have? have?
What is the What is the What is the
purpose of your purpose of your purpose of your
marketing plan? marketing plan? marketing plan?
What is the What is the What is the
effect of the effect of the effect of the
target markets? target markets? target markets?
How will the How will the
features of the features of the
target markets target markets
impact the impact the
marketing marketing
strategies? strategies?
Please give Please give
evidence and evidence and
state the state the
reasons. reasons.
How effective is
your marketing
plan?