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BUS507 Global Market and Sustainability Strategy
Assessment 4
Green Global Wine Marketing
Value: 45%
Due Date: Midnight Sunday, 4 June 2023
Length: 2,000-2,500 words
Assessment Description
This assessment develops your understanding of green branding and marketing strategy for green
products/brands in global markets which includes understanding the target market, setting up
appropriate goals, and developing an effective marketing mix. The assessment is in the form of a case
study and is based on the article entitled “Green International Wine Marketing” written by Pugh and
Fletcher (2002). This article (Pugh, M., & Fletcher, R. (2002). Green international wine marketing.
Australasian Marketing Journal (AMJ), 10(3), 76-85) is provided on Learnline and can also be
downloaded at: https://journals.sagepub.com/doi/abs/10.1016/S1441-3582%2802%2970159-6
You are required to read the article and answer the following questions.
1) How can global market research help a wine company break free from the competitive pack and
tap existing and new markets for growth?
2) Do you think a “green” brand is just a gimmick or a unique and valuable offering in the wine
industry? Explain.
3) BRL Hardy has tapped baby boomers’ concerns for the environment to attract Banrock Station
customers. What marketing strategy would you employ to attract ‘generation X’ to drink
Banrock Station wines?
Report Structure and Specific Tasks
A case study is often presented as a kind of report. Sections within the body of the report address
specific aspects of the case. For this assessment, the structure of your report should include
1. Introduction: Introduce the case. Describe the purpose of the report and the specific questions
you are trying to answer.
2. Main body: Provide your answers to the three questions provided in the case study.
3. Conclusion: Summarise the key findings of the report.
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4. References: Provide references to any secondary sources used, following CDU Harvard or APA
referencing style.
General Format and Guidelines
1. The report should be well written, consistently following Australian English writing conventions,
and properly spell-checked, and proofread. Formatting guidelines are:
a. Page size, margins, and line spacing: A4 page size and Normal margins (2.54cm each for
left, right, top and bottom), 1.5 line spacing for body text, headings, and sub-sections
b. Title: 14pts, bold, Times New Roman or Calibri, 6pts space before and after
c. First Heading: 12pts, bold and underline, Times New Roman or Calibri, 6pts space before
and after
d. Second heading or sub-section: 12pts, bold and italic, Times New Roman or Calibri, 6pts
space before and after
e. Body text: 12pts, Times New Roman or Calibri, 6pts space before and after, 1.5-line
spacing, left indentation (first line)
2. Follow the report format mentioned above with exact headings (main sections) as advised.
However, subsections of your choice can be added for better organisation of the report.
3. Avoid using jargon and contractions. Acronyms should be mentioned in full for the first time.
4. Cite tables and figures properly, if any, following CDU Harvard or APA referencing style
consistently across the report.
Note:
1. It is important to consult the assessment details and allocation of marks for various report
components before and during the preparation of your report.
2. When you use any secondary resources including journal articles, don’t forget to cite the
resource properly if the information is not ‘common knowledge’. CDU Harvard or APA
referencing style should be used consistently across the report.
3. Submission of the assessment should be made according to instructions given below and in time
to avoid delayed submission marks deductions.
Submission Instructions and Marks Allocation
1. All submissions must be uploaded to Assessment 4 submission point on the unit Learnline.
2. Allocation of marks is as follows:
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3. A marking rubric is provided on the unit Learnline.