Assignment Structure (Three Parts) 1. Statement and Discussion of Quantitative Performance Objectives Focus: Distribution channel strategy for Natura in Brazil, based on the Natura A & B case studies.

UNSW – MARK3081

Case Analysis Assignment: Natura
Term 2, 2025
Instructor: Jack Cadeaux

Assignment Overview

This is an individual assignment worth 25% of your final grade. It consists of a written analysis due no later than the start of the lecture session in Week 4 (i.e., 11:00 AM on Monday, 23 June 2025).

• Word Limit: 1250 words (excluding tables and diagrams).
• Submission: Upload to the Moodle Turnitin Inbox by 11:00 AM AEST on Monday, 23 June 2025.
  Submissions via email will not be accepted.

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Assignment Structure (Three Parts)

1. Statement and Discussion of Quantitative Performance Objectives

Focus: Distribution channel strategy for Natura in Brazil, based on the Natura A & B case studies.

• State precise quantitative market share objectives for Natura in the Cosmetics, Fragrances, and Toiletries (CFT) market in Brazil for the years 2020, 2021, and 2022.
• Use only the information available in the Natura A & B case write-ups.
  • Do not include any external information such as:
    • Events post-2019 (e.g., Covid-19)
    • Strategic decisions made after early 2019
    • Any contextual knowledge not present in the HBS cases
• Justify your objectives based on:
  • Natura’s historical performance across various metrics
  • Relevant situational factors described in the cases
• Assess and discuss the overall risk Natura may face in achieving the proposed objectives.

2. Distribution Strategy / Channel Design Options

Develop two distinct and complete distribution strategy options for Natura in Brazil’s CFT market.

• Each strategy should:
  • Present clear objectives
  • Include specific plans across all major distribution components
  • Address both traditional and new channels
    • These may include physical, digital, and door-to-door channels
  • Reflect frameworks and concepts covered in the Week 2 lecture
• The two options must:
  • Be feasible (Natura should have the resources to implement them)
  • Be competing alternatives with a realistic chance of achieving your stated objectives

3. Recommendation and Justification

• Choose one of the two channel strategy options you developed.
  • Do not propose a new or hybrid plan.
• Justify your recommendation by:
  • Clearly articulating why its advantages outweigh disadvantages
  • Developing a logical, evidence-based argument
  • Highlighting any trade-offs, limitations, or sacrifices
  • Avoiding over-optimism or uncritical endorsements

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Writing Requirements

• Word Count: Max 1250 words (excluding tables, figures, appendices)
• Style:
  • Use complete sentences and paragraphs
  • Maintain a professional tone
  • Avoid:
    • Imperative statements
    • Rhetorical questions
    • Direct address
    • Passive voice (where possible)
• Quality Standards:
  • All grammatical and spelling errors must be corrected before submission
  • Poor grammar or syntax may result in a failing grade
  • No resubmissions will be allowed
• Formatting:
  • Double-spaced
  • 12-point Times New Roman
  • 2.5 cm margins
• Tables, Computations, Diagrams:
  • Place these in an appendix
  • Reference them clearly within the main text
• Referencing:
  • Use an appropriate style (e.g., Journal of Marketing)
• Retention:
  • Keep a copy of your work
  • Retain the marked version for your records

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Common Mistakes to Avoid

Avoid the following pitfalls in your analysis:

• Vague or unspecific objectives
• Confusing actions/plans with objectives
• Repetition across or within sections
• Unfocused or irrelevant situation analysis
• Incomplete or unbalanced strategy development
• Recommendations lacking evidence or logic
• Incomparable alternatives
• Proposals not meeting minimal feasibility standards
• Overuse or misuse of marketing/business concepts
• Unsupported opinions
• Overly optimistic or “all-positive” evaluations
• Introducing unevaluated or superfluous elements
• Combining plans inappropriately (hybrid recommendations)
• Writing research plans instead of presenting decisions

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Late Submission Policy

Information regarding penalties and procedures for late submissions is available in the course outline and on the Moodle site.

Assessment Criteria

Your submission will be assessed based on the following:

1. Completeness and Reasonableness of your market share objectives
2. Feasibility, Distinctiveness, and Completeness of your two channel strategy options
3. Integration of Objectives and Risk Analysis into the development of strategies and recommendation
4. Logical Consistency and Balance in your recommendation and justification
5. Clarity and Correctness of written expression

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