Guide to Assessment Task 2 BUMKT XXXXXXXXXXSem 2, 2017
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Guide to Assessment Task 2: Marketing Strategy
This task is a continuation of Assessment Task 1 and represents the outcome of your
Situation Analysis. The two linked tasks examine your organisation’s cu
ent situation and
subsequently lead to the creation of a marketing plan.
Your Task
The purpose of this assignment is for you to demonstrate
your understanding of marketing theory and its application in
practice. This assignment requires you to integrate marketing
theory and company activity to demonstrate an
understanding of key marketing concepts.
You and your partner will select a
and with a high market
profile and a strong web presence. Your choice of
and must be approved by
your lecture
tutor. You must then design a new consumer product for your
and (new to the
and, not necessarily new to the world). Once you have
determined your new product, you will then create a detailed marketing strategy
following the structure below.
Keep in mind that your Marketing Plan is a blueprint for your client (or your own company) to
follow as they implement your directions. You need to be confident and specific in the
expression of your directions (avoid words like ‘could,’ ‘should’ and ‘may’. They weaken your
marketing plan).
You are doing two things here: firstly, you are analysing the cu
ent environment as you look
for opportunities you can leverage for your
and, and threats you will need to mitigate as you
consider your new product and its introduction to the marketplace.
The second aspect is development of a detailed plan for the implementation/introduction of a
new product into the marketplace.
Each requires sound thinking and thorough analysis of the cu
ent situation.
All of your thinking should result from a solid platform of marketing theory, so be sure to refer
to your text as you move through the various sections of your plan. Be sure to remain in touch
Marketing
Strategy
% of overall
assessment
30%
Word count
(approx.)
XXXXXXXXXX
(2 students)
Learning outcomes
addressed
K3,K4
S1,S2,S3,S4
A1,A2
Due date
Monday Wk 10
5pm
Every business needs a cu
ent
marketing plan that represents an
organised, strategic way of approaching
the market for the plan period: typically
12 months
https:
www.google.com.au/imgres?imgurl=http:
img.gauraw.com/wp-content/uploads/2012/05/MarketingPlan.png&imgrefurl=http:
www.gauraw.com/category
usiness/marketing/&docid=e8Bt_Qih7pbxCM&tbnid=bVYHeABcv4bU9M:&w=550&h=370&bih=951&biw=1074&ved=0ahUKEwjaq7yBzrDMAhXBnIMKHS1FB5cQMwg-KBgwGA&iact=mrc&uact=8
Guide to Assessment Task 2 BUMKT XXXXXXXXXXSem 2, 2017
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with your lecturer to confirm you are staying on track with your plan. The more conversations
you have with your writing partner and your lecturer during this creative process the better.
Structure of your Marketing Strategy
This is quite extensive, but there are two of you addressing this task. Be sure to split up the
tasks evenly and make sure that both of you are equally comfortable with the others’ input.
Table of Contents
Executive Summary
1. Introduction
2. Industry background
3. Marketing Environment
3.1 Macroenvironment
Culture
Demographics etc.
3.2 Immediate (Micro) environment
Company/Brand background
Product overview
Core competencies
Corporate partners
Competitors
4. Segmentation, Targeting & Positioning
4.1 Segmentation
4.2 Targeting
4.3 Positioning
5. Marketing Mix
7.1 Product
7.2 Price
7.3 Place
7.4 Promotion
6. Conclusion
Reference List
Appendices
Guide to Assessment Task 2 BUMKT XXXXXXXXXXSem 2, 2017
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Assessment criteria
Group Marketing Plan (2 students)
Student Names: 1)
XXXXXXXXXX2)
Content
Approx
Word
count
Mark
Executive summary
• The Executive Summary should address what is in this analysis
• It should contain all the relevant information in the paper to allow executives to
make decisions
• Include all the specific and detailed information you can possibly fit on one page
that will help the executive make preliminary decisions
• Look at your main headings and make sure they are all represented in the ES
N/A
Table of Contents
• Do not use a template; construct this manually
• Includes all the main headings and sub-headings of the marketing plan
• Includes page numbers for each entry
• Space the information over the page to make the best use of white
space
• Entries before the Introduction are shown in Roman Numerals
• Entries after the Introduction are shown in Arabic numerals
• Don’t forget to list figures and tables
• Introduction is always Point 1, Page 1
N/A
Marks for front matter
/100
1. Introduction
• Introduction of your company
and
• Introduction of the plan and why you are constructing it
100
Marks for Introduction /100
2. Industry background
• Generally describe the industry your
and is in (you’ll need to do some
esearch to ascertain the growth/decline, strength/weakness)
100
Marks for Industry background /100
Guide to Assessment Task 2 BUMKT XXXXXXXXXXSem 2, 2017
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XXXXXXXXXXMarketing Environment
3.1 Macroenvironment
XXXXXXXXXXCulture XXXXXXXXXXDemographics
XXXXXXXXXXSocial XXXXXXXXXXTechnology
XXXXXXXXXXEconomic XXXXXXXXXXPolitical/Legal
• This information must be cu
ent or it cannot be relevant to your situation
• Look for the latest information and trends
• At least three forces must be discussed in detail
3.2 Immediate (Micro) environment
Company/Brand background
• This may include:
and history, market share, countries where the
and is sold or
other relevant information
XXXXXXXXXXCorporate partners (suppliers, transport companies etc)
XXXXXXXXXXCompetitors
• Include an overview of the cu
ent product mix
• Describe the core competencies of your company
• Identify the corporate partners for your company
• Identify the three major competitors for your
and
900
600
Marks for Marketing Environment
100
4. Segmentation, Targeting & Positioning
4.1 Segmentation
4.2 Targeting
4.3 Positioning
• Explain the segmentation process using theory
• Identify and describe two potential segments by using the 5 segmentation variables
• Describe a target for your new product in full using 5 segmentation variables (use a
table for this section)
• Describe the position you plan for your new product to hold in your consumers’
minds
• Draw a perceptual map that includes the most important dimensions for your target
• Include the three main competitors identified above
750
Marks for STP
100
See textbook
chapter 4
See textbook
chapter 6
Guide to Assessment Task 2 BUMKT XXXXXXXXXXSem 2, 2017
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5. Marketing Mix
7.1 Product
7.2 Price
7.3 Place
7.4 Promotion
Product
• Describe your new product including the three levels (complexity):
o Core customer value
o Brand name, quality level,
and name, features, packaging,
o Associated services: this is the level that can give you the best competitive
advantages. Be creative here
• Identify and justify the classification of your new product
Price
• Discuss your pricing objectives
• Select and justify your pricing strategy
• Discuss your planned pricing tactics
Place
• Identify and justify your channel strategy
• Identify and justify your retail strategy
Promotion
• Select and justify your promotional tools for your promotion mix
• Identify and justify the advertising objective(s) you plan to use
• Describe and justify the budget method to be used for the campaign
1150
Marks for Marketing Mix
100
6. Conclusion
Bring your plan to a thoughtful and confident conclusion
• relate the conclusions to the implementation of the new product
• limit the conclusion to the cu
ent situation; do not introduce new material
• be objective: avoid exaggerating
100
Marks for Conclusion
100
Referencing
In-text:
• Make sure you use all authors’ names at first citation. After that you
can use et