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Guide to Assessment Task 2 BUMKT XXXXXXXXXXSem 2, 2017 1 Guide to Assessment Task 2: Marketing Strategy This task is a continuation of Assessment Task 1 and represents the outcome of your Situation...

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Guide to Assessment Task 2 BUMKT XXXXXXXXXXSem 2, 2017

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


% of overall


Word count

(2 students)

Learning outcomes


Due date

Monday Wk 10
Every business needs a cu
marketing plan that represents an
organised, strategic way of approaching
the market for the plan period: typically
12 months
Guide to Assessment Task 2 BUMKT XXXXXXXXXXSem 2, 2017

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
Demographics etc.
3.2 Immediate (Micro) environment
Company/Brand background
Product overview
Core competencies
Corporate partners

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


Guide to Assessment Task 2 BUMKT XXXXXXXXXXSem 2, 2017

Assessment criteria
Group Marketing Plan (2 students)
Student Names: 1)



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
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
• 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

Marks for front matter

1. Introduction
• Introduction of your company
• Introduction of the plan and why you are constructing it

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)

Marks for Industry background /100

Guide to Assessment Task 2 BUMKT XXXXXXXXXXSem 2, 2017

XXXXXXXXXXMarketing Environment
3.1 Macroenvironment
• 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)
• 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



Marks for Marketing Environment

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’
• Draw a perceptual map that includes the most important dimensions for your target
• Include the three main competitors identified above


Marks for STP


See textbook
chapter 4
See textbook
chapter 6
Guide to Assessment Task 2 BUMKT XXXXXXXXXXSem 2, 2017

5. Marketing Mix
7.1 Product
7.2 Price
7.3 Place
7.4 Promotion
• 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
• Discuss your pricing objectives
• Select and justify your pricing strategy
• Discuss your planned pricing tactics
• Identify and justify your channel strategy
• Identify and justify your retail strategy
• 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


Marks for Marketing Mix
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


Marks for Conclusion

• Make sure you use all authors’ names at first citation. After that you
can use et
Answered Same Day May 09, 2020 BUMKT1501


Shivagya answered on May 14 2020
139 Votes
University of adelaide
Table of Contents
Executive Summary    0
1.    Introduction    1
2.    Industry Background    2
3.    Marketing Environment    4
3.1    Macro Environment    4
3.2    Micro Environment    7
4.    Segmentation, Targeting and Positioning    12
4.1    Segmentation    12
4.2    Targeting    12
4.3    Positioning    13
5.    Marketing Mix    16
5.1    Product    16
5.2    Price    16
5.3    Place    17
5.4    Promotion    17
6.    Conclusion    19
Reference List    20
Appendices    21
Annexure 1    21
Annexure 2    22
Annexure 3    24
Annexure 4    24
Executive Summary
This report will try and understand the landscape of the higher education (tertiary education) industry in Australia (P8102) and offer solutions in the form of new product offerings to the University of Adelaide. The report will go on to perform a competitor analysis along with a Segmentation, Targeting and Positioning exercise for the new offering. It will also give a 4 P analysis of the marketing strategy to be applied in terms of the new offering and how would be a better method to have it administered to the target market. The pros and cons of the new product strategy have been weighed and discussed in the report which then draws on from the various analyses performed to draw a conclusion on the feasibility of the implementation of such a solution from the University of Adelaide’s point of view.
1. Introduction
The University of Adelaide is an Australian organization, completely state owned in nature, focused on the higher education in the industry of ‘University and Other Higher Education (P8102)’. It was established in 1874, making it the third oldest university in Australia. Employing nearly 3,726 staff members it boasts hosting nearly 21,000 students across its five campuses of which the main campus is in North Te
ace, Adelaide. The other campuses are Roseworthy College (Roseworthy), the Waite Institute (U
ae), Thebarton and the National Wine Centre in the Adelaide Park Lands. It has a sixth campus, the Ngee Ann – Adelaide Education Centre (NAAEC), in Singapore. The reported revenue by the University for the FY2016 is 947,282,000 AU dollars. It has been featured in the top 150 universities by the Academic Ranking of World Universities, along with the QS world university rankings and the Times Higher Education world University Rankings. All this implying the University features among the top 1 % of universities ranked worldwide. (University of Adelaide. (2018))
2. Industry Background
As mentioned previously, the industry the University of Adelaide operates in is University and Other Higher Education (P8102), comprising of accredited education providers at undergraduate and postgraduate levels.
Key Industry Statistics
    Industry Revenue
     $ 31.4 billion
    Annual Growth rate (2013-2018)
    3.1 %
    Annual Growth rate* (2018-2023)
    3.7 %
    Industry Profit
    $ 1.7 billion
(IBISWORLD. (2018))
Revenue growth rate v/s Employment Growth rate
Key External Drivers
· Student Population aged between 18 & 25 – Key target market for the tertiary education industry, increasing population in this segment provides an opening for industry expansion
· Public funding for tertiary education – Government funding is an important revenue source for the industry affecting cost to students, no. of funded places offered by the universities, quantity and quality of courses, facilities and services. Expected increase in government spending will boost industry demand and revenue
· Trade weighted index – Influences the number of international students attending the university, if the Australian dollar rises, it becomes more expensive for students to pursue tertiary education in Australia
· Secondary school retention rate – Students who complete secondary education can only pursue higher education & attend university, therefore higher retention rates directly influence demand for higher education supporting the industry revenue.
Industry Structure
    Life cycle stage
    Volatility of revenue
    Capital Intensity
    Industrial Assistance
    Concentration Level
    Level of Regulation
    Change due to Technology
iers to Entry
    Competition Level
(IBISWORLD. (2018))
3. Marketing Environment
3.1 Macro Environment
The macro environment affecting the industry comprises of the following aspects Culture, Demographics, Social, Technology, Economic and Political/Legal. Let’s look at the importance and significance some of these aspects have on the industry.
Political & Legal landscape affecting the business environment: The industry began transitioning towards a demand driven system with the abolishment of the cap on university enrolments in January 2012. The entire industry is under high levels of regulation which is governed by the Tertiary Education Quality and Standards Agency (TEQSA) which is Australia’s independent national regulator of the higher education sector. All universities (including the University of Adelaide) operating in the higher education segment are supposed to be registered with TEQSA, which evaluates the performance and deliverance of higher education against the standards outlined in the Higher Education Standards Framework which came into effect in 2017. The Australian national policy for regulated qualifications in higher education, vocational education and training, and schools is the Australian Qualifications Framework (AQF) which has been in place since 1995. It issues guidelines, standards and protocols for each qualification type in the courses offered.
The legislature & regulations regarding international students is handled by the Department of Education and Training under the Education Services for Overseas Students Act 2000 (ESOS Act). The act puts in place the framework for delivering education to the overseas students who are on a student visa. All institutions that offer courses to the international students must be registered with Commonwealth Register of Institutions and Courses for Overseas Students (CRICOS). The prerequisite for any education provider to register with CRICOS, it should demonstrate that it is compliant with the National Code of Practice for Registration Authorities and Providers of Education and Training to Overseas Students 2017.
The industry is heavily reliant on government funding, it earlier relied on the number of Commonwealth Supported Places (CSPs) allotted to the education providers. This capping was removed in 2012 thus making the industry demand driven, with guaranteed funding from the government for every domestic student enrolled. Guaranteed funding provides incentives for lower-ranked universities with smaller cost bases to significantly increase the number of places offered. ( (2018))
Technological Aspects: The level of technology change for the industry is medium, this does not imply the industry is not dependent on technologies and equipment. Higher education institutes require highly sophisticated scientific, computing, engineering and medical equipment, which aid in the teaching and course delivery process along with its research applications. Computers are essential to the teaching process, administration, li
ary operations, research and nearly all aspects of university life.
Universities use technology to deliver webinars, video conferences, build internal and external networks as additional methods to complement the on campus study. These technologies are useful for students who wish to complete subjects off campus and also help with distance learning programs. A lot of universities require database management software with supported cloud architecture to implement ERP platforms for their students. Universities also implement ‘course casting’ which is the online sharing of audio & video files of course lectures conducted. There are certain fallacies in this methodology such as online content will lead to empty classrooms and also to other intellectual property rights matters. But on the flip side, they offer benefits in the form of increasing the class room size without the need of additional building or lecturers, translating into significant cost savings. Universities can target global markets via the online mediums and deliver lectures across multiple geographies simultaneously if the need is there.
Social aspects: The social aspects revolving around the higher education industry in Australia have a significant impact when it comes to the entry into different foreign or domestic markets. The social...

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