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MKG201_Assessment 2_Group Project_M6 Page 1 of 8 ASSESSMENT 2 BRIEF Subject Code and Title MKG201 – Business-to-Business Marketing Assessment B2B Group Project - Marketing Plan Individual/Group Group...

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MKG201_Assessment 2_Group Project_M6 Page 1 of 8

ASSESSMENT 2 BRIEF
Subject Code and Title MKG201 – Business-to-Business Marketing
Assessment B2B Group Project - Marketing Plan
Individual/Group Group
Length 4,500 words+/- 10%
Learning Outcomes a) Apply the key principles of business-to-business (B2B)
marketing.
c) Discuss the importance of developing strong business
elationships between the organisation and business
clients.
d) Demonstrate how the marketing mix is used in B2B
marketing.
e) Identify appropriate evaluation metrics to support B2B
marketing strategies.
Submission Due by 11:55pm AEST/AEDT Sunday of Module 6 (week
11)
Weighting 40%
Total Marks 100 marks
Context:
The outcome of this assessment is to create a marketing plan for a B2B product or service. In
developing a marketing plan for a B2B product or service provider, you will develop industry relevant
skills to:
 Display personal leadership and management qualities that reflect ethical & sustainable
usiness practices
 Recognise and analyse business operations, challenges, and innovations and identify and
assess business solutions
 Demonstrate an ability to think strategically about an organisation
 Communicate effectively in business contexts and across cultures
 Develop, integrate, and evaluate
oad business theoretical and technical knowledge in the
marketing business environment
 Apply research skills appropriate to the qualification
MKG201_Assessment 2_Group Project_M6 Page 2 of 8

 Acquire business and personal communication skills whilst working or in a business
environment.
 Demonstrate leadership and collaborative skills to perform effectively in a team within a
usiness context.

The Marketing Plan Project comprises two parts: assessment 2 (Marketing Plan) and assessment 3
(Marketing Plan Presentation). Therefore, assessment 2 and 3 are related, as a marketing plan for a
B2B product or service.

Instructions

In order to address this task, you are required to select a real life B2B product of a company of
professional or career interest.

It is recommended that you select a product/company from those presented by your group
member in assessment 1 (Diagnostic Report). However, you do have the option of selecting a new
company altogether. (Be mindful that a good marketing strategy starts with a strong diagnosis of the
market, as performed in assessment 1).

In this assessment (assessment 2), you are required to outline the target market, positioning,
marketing mix, and evaluation of key performance indicators, for a proposed marketing plan.

In addressing the tasks, you are required to use relevant theories and concepts as well as data and
facts to show their application.

Assessment 2 is comprised of the following tasks:

1. Outline the target market of the selected B2B product – explain the relationship strategy for
this specific target market, to grow the business of the selected product.

2. Outline the SWOT analysis for this business.

3. Develop marketing objectives for this product.

4. Formulate the position strategy, for this product – outline the core competency that the
usiness has in the industry. Formulate the possible positioning statement for this product,
considering: the target market, core competencies, and reason to believe.

5. Describe the product mix.

6. Describe the service strategy for this product – outline the customer’s service need for this
product. Detail the service strategy required to meet the customer’s service need for this
product.

7. Formulate a new marketing distribution channel strategy for this product.

8. Formulate a co
esponding pricing strategy for this product.
MKG201_Assessment 2_Group Project_M6 Page 3 of 8

9. Explain the IMC strategy for this product - Select at least two IMC tools to support this
product and explain the rationale of using these two tools.

10. Outline how the marketing plan will be evaluated - Outline the key performance indicato
s
(KPI/s) for this product. Outline the evaluation plan against the KPI/s.
Submission Instructions:
A group submission link will be provided whereby only one submission is required for the group
(select one member to submit on behalf of the group).
Submit your final report via the Assessment Items and Submission link in the main navigation menu.
The learning facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback can
e viewed in My Grades.
MKG201_Assessment 2_Group Project_M XXXXXXXXXXPage 4 of 8

Learning Ru
ic: Assessment 2 B2B Group Project – Marketing Plan
Assessment
Attributes
Fail (Unacceptable)
0-49%
Pass
(Functional)
50-64%
Credit
(Proficient)
65-74%
Distinction
(Advanced)
75 -84%
High Distinction
(Exceptional)
85-100%
Writing structure
5%
The writing structure is
confusing/difficult to
understand
The writing structure is
easy to understand
However, the structure
still contains some
confusing elements
The writing is well-
structured, within a limited
language framework
The writing is well-
structured, with language
features used
appropriately
Limited jargon from the
subject has been used
The writing is well-
structured, with language
features used
appropriately
Appropriate jargon from
the subject has been
used effectively
Writing style
5%
The writing is
inappropriate, with
unacceptable language
e
ors, such as grammar
and spelling

First person language is
used
The writing contains a
weak introduction

The writing contains a
few grammatical and
spelling mistakes

Headers and sub-headers
have been used but the
structure may be
confusing

The writing is excessively
less or more than word
limit
The writing contains an
adequate introduction,
although this could be
stronger

Minor language mistakes
detected

Headers and sub-headers
have been used
The writing contains a
strong introduction

Does not contain
language mistakes

Headers and sub-headers
have been used

Contains title page and
table of contents
The writing contains a
strong introduction and
sophisticated analysis

Headers and sub-headers
have been used

Contains title page and
table of contents

The writing indicates a
wide range of materials
have been used
Referencing - In-text
eferences and
eference list
10%
No effort to write in-
text references or
eference list
In-text references and a
eference list have been
provided
However, there is no
In-text references and a
eference list have been
provided
However, the style
In-text references and a
eference list have been
provided
APA style has been
In-text references and
eference list have been
appropriately provided
according to the APA
eferencing style
MKG201_Assessment 2_Group Project_M XXXXXXXXXXPage 5 of 8


effort to write according
to APA style
equires adjustment employed with minor
e
ors
Target market
10%
Target market is not
clearly defined
There is no attempt to
formulate the target
market
Target market has been
attempted, however, it
lacks clarity
Target market has been
comprehensively outlined
There is no data to
support the argument
Target market has been
comprehensively
defined
Data has been used to
support the argument
Target market has been
comprehensively
defined
Data has been used
effectively, to support
the argument
SWOT Analysis
20%
There is little to no
effort to outline the
SWOT analysis
Analysis is unoriginal
and/or derivative
SWOT analysis has been
outlined, however, there
is still some
misunderstanding in using
the SWOT concept
SWOT analysis has been
outlined, however, there is
still some minor
misunderstanding in using
the SWOT concept
SWOT analysis has been
outlined
There is no
misunderstanding in using
SWOT concept
There is an attempt to
elate strengths and
weaknesses to capability
and asset
There is also an attempt
to relate opportunities
and threats to the
situational analysis
SWOT analysis has been
outlined comprehensively
Strengths and weaknesses
are stemming from
capability and asset
Opportunities and threats
are related to the
situational analysis,
leading to one in-tact,
analysis between
situational and SWOT
analysis
MKG201_Assessment 2_Group Project_M XXXXXXXXXXPage 6 of 8

Marketing
objectives
10%
There is little to no
effort to write
marketing objectives
Marketing objectives
have been attempted,
however, the principle
of writing good
objectives has been
overlooked
Marketing objectives
have been attempted
showing inclusion of
some of the elements
equired for a clearly
well- defined objective.
However the objective is
still not adequate nor
clear
Marketing objectives
have been attempted
and do include most
ut not all elements
considered appropriate
for a clear well-defined
objective
Marketing objectives
have been written,
taking into account the
principles of well-
defined objectives
This is a well-defined
objective that reflects
the necessary theory
MKG201_Assessment 2_Group Project_M XXXXXXXXXXPage 7 of 8

Marketing strategy

25%
There is little to no
effort to outline
comprehensive strategy
Marketing strategy has
een written, however,
does not reflect any in-
tact analysis
Positioning is poorly
written
Marketing mix is poorly, if
at all, related to
positioning
Marketing strategy does
not address customers’
needs


Marketing strategy has
een written
comprehensively
Positioning has been
formulated clearly
Marketing mix has been
outlined clearly,
however, not closely
elated to positioning
Marketing strategy has
een written
comprehensively

Positioning has been
formulated clearly,
considering the
organisations core
competency in the
market landscape

Marketing mix has been
outlined clearly but.
there are still elements of
the marketing mix that
are not aligned with the
positioning strategy
Marketing strategy has
een written
comprehensively

Positioning has been
formulated clearly
Answered Same Day Apr 30, 2020 MKG201

Solution

Sundeep answered on May 04 2020
145 Votes
13
Student Name:
Course ID:
Assessor Name:
Submission Date:
Table of contents
Introduction-------------------------------------------------------------------------3
Target Market----------------------------------------------------------------------4
SWOT analysis for business-----------------------------------------------------5
Product Mix-------------------------------------------------------------------------8
Service Strategy--------------------------------------------------------------------10
Conclusion ------------------------------------------------------------------------- 12
Introduction
What is Amazon and what is Amazon Australia?
Amazon is an E-Commerce portal which was launched by its cu
ent CEO, Jeff Bezos in the year 1994. During the past 24 years, Amazon has achieved great heights and diversified into multiple domains. From an online book seller to products of everyday use and from Electronics to AI based tools, Amazon has reached every nook and corner. Amazon is cu
ently ranked as the 4th largest cooperation which is publicly traded and stands behind Apple, Alphabet and Microsoft. Amazon also holds up to its logo which has an a
ow starting from A till Z, indicating that products from A to Z can be found on the Amazon website and now amazon is not just for online books. The a
ow looks like a smile which
ings into picture the politeness in the logo. Amazon came to Australia in the month of December and registered the name Amazon.au. The service is fully launched and holds up all the products in the multiple categories of Amazon. Now the citizens of Australia can buy everything from Videogames to Electronics, from Clothes till Machines from the Australian Amazon website without paying the exo
itant International Shipping fee. Amazon is a very big organisation and has conquered almost every market they have been into. This makes the CEO of Amazon, Jeff Bezos a very well planned strategist and a very rich man! The customer base of Amazon is deeply satisfied with the services offered by Amazon and hence it is ranked as number 1 online portal for e-commerce. The point of consideration is that if Amazon Australia can deliver the services as fast as Amazon in other countries, there would be no point of differentiation with the services and that is an excellent point.
Amazon Australia is holding a product base which starts with Books, Tools, Toys, Consumer Electronics, Clothing, Beauty products, Consumer electronics, Amazon devices and shoes, Television like Fire TV stick and Kindle E-Reader. The website of Amazon Australia has gone 100% live on December 5th 12am AEST.
A 24,000 sq. Meter centre has been opened by Amazon in Melbourne’s Dandenong South. The flagship fulfilment centre of Amazon is located at Pellicano M2 Industry Park and hence providing easy access to South Gippsland highway, Monash Highway and Eastlink. In the area of Sydney, South west a new area has been opened by Amazon with an early thought that it could be transformed into Amazon’s fulfilment centre to improve the distribution capability and network of Amazon. The head office for the B2B operations would be located in the city of Sydney and would be head by Rocco Braeuniger who is heading the Country’s operations. He was an early director of Amazon Germany.    
Target Market
For consideration of the B2B services, the target market are the sellers at the Amazon’s market place. Why should we sell on Amazon? The reasons are listed below:
1. Amazon is open to every type of business: For every organisation of whatever size, the account opening is always free and the seller has to pitch in the best solutions for the customers
2. Business + Price savings: The prices of the products would be on the seller and major quantity discounts would be available
3. Leveraging of Amazon’s reputation: Amazon has a portfolio of 11 marketplaces that sell in over 180 countries, with a base of 310 million active users and a net revenue of USD 135.99 billion alone
4. Exposure to new customers: With billions of searches on amazon everyday, the customer is bound to land up on your services and the search for the new customers would be over. Selling on Amazon gives exposure to customers who might not have stumbled upon the sellers website.
5. Quick selling: When online selling starts, the start is slow but as it develops it would lead to growth and productivity.
6. Customer Service: The customer is at the core of the services of Amazon and also their mission and vision speaks of the customer centric approach that Amazon follows. (Jackson Ryan, L. (2018). )Amazon has been ranked 1 is customer centricity and rank 1 in customer service since a decade. For the sellers on the Amazon FBA, Amazon takes care of the customer support which includes the shipping notification to cancellation of the order.
7. Reasonable fees: Selling on the Amazon Australia costs $49.95 per month + 6-15% of completed sales which depends on the product category we sell our products in. Given the
and leverage and the customer base exposure, this cost is recovered in no time. (Ba
y, E. (2018). )The new start-ups and the
ands use this opportunity to try out the market without having to pay for costly rental or consignment fees in the physical stores
8. Shoppers prefe
ed marketplace: In a survey which was conducted with 1001 shoppers, the most famous marketplaces to buy stuff was Amazon followed by ebay and etsy.
SWOT analysis for business
    Strengths
· High Ba
iers to Entry
· Highly experienced owner and operato
· Very limited competition of similar level
· Gross margins are very high
· Online selling of products capability
· Website awareness and visibility is high
· Start-up risk is limited
    Weakness
· Similar products can be offered by the competitors easily
· Start-up cost is limited
· Transportation costs are high
· Pricing flexibility is limited
    Opportunity
· Online sales expansion is going on a continuous basis
· Additional stores developing capabilities
· Additional capital can be gained easily as...
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