Reference no: EM132475928

MKTG6002 - Marketing - Laureate International Universities

Company - Go Study Australia Pty Ltd

Assessment: Situation Analysis

Learning Outcomes:

LO1 ) Critically evaluate underpinning marketing theories and principles and appropriate research process to collect, store and use of data;
LO2 ) Critically evaluate customer needs to create value for customers by deploying the resources of the organisation in best possible ways;

Objectives:

• To develop an understanding and appreciation about the influences of micro and macro environmental actors forces on an organisation's ability to serve the needs of its target market;
• To develop critical analytical ability to gather and analyse relaevant data to facilitate decision making;
• To develop foresights to predict industry trend and tailor the organisation's practices to respond to the changing situation.

Scenario: Choose an organisation intends to expand its businss either through a new product development or a new business/market development.

GreenShareCar
The World
Progressive Office Furniture
Bounty Bags

Tasks:

Question 1. Discuss value propositions, core brand values and buyer behaviour of your chosen organisation;

Question 2. Analyse the micro-environment (the company, suppliers, intermediaries, relevant publics, customers and competitors);

Question 3. Analyse the macro environment, that is, demographic, economic, natural, political, technological and cultural forces to demonstrate their impacts on your chosen organisations strategies/capabilities to serve the target market (s);

Question 4. List strengths, weaknesses, opportunities and threats as well as suggest appropriate strategies to draw from strengths to capture opportunities, to overcome weaknesses and to defend from threats.

Use APA style reference and citation with 10 to 12 references.

Assessment: Marketing Plan

Learning Outcomes

This assessment addresses the following subject learning outcomes:

LO 1) Critically evaluate underpinning marketing theories and principles and appropriate research process to collect, store and use of data;

LO 2) Critically evaluate customer needs to create value for customers by deploying the resources of the organisation in best possible ways;

LO 3) Critically evaluate the impact of an organisation's marketing mix strategies on its stakeholders.

Objectives:

• To enhance a clear understanding of the importance of marketing in modern business practices;
• To develop a succinct understanding about marketing theories and their application in devising marketing strategies;
• To critically analyse all relevant factors affecting the exchange process;
• To enable developing insightful marketing strategies for a business.

Instructions:

This assessment task builds on the Situation Analysis that you undertook in Assessment 1. This assessment task requires you to expand the remaining steps of the marketing plan to:
• Articulate your learning about marketing theories, concepts and principles covered so far to demonstrate your level of understanding of them;
• Analyse the link between marketing theories and practices;
• Demonstrate an acceptable level of research skills to reveal the insights;
• Apply appropriate business report writing skills;
• Use the appropriate in text citation nd a reference list in your written work. You should provide at least 15 high quality marketing references to show quality of research. STRICTLY adhere to the APA style in referencing.

Scenario:

This assessment requires you to act like a consultant to help an organisation develop a winning marketing strategy that wants to introduce a new product or expand its business/markets.

Tasks:
This part of the assessment is a follow-up to the Situation Analysis that you provided in assessment one. Therefore, you need to revisit assessment 1 and the feedback from your facilitator. Then, develop a complete marketing plan for this assessment to:

Question 1. Develop a marketing plan - The aspects that you should include are:

a. Identify objectives and issues as well as marketing logic to create customer value;
b. Targeting and positioning as well as marketing strategies (i.e., 4ps/7ps);
c. Action programmes - how marketing strategies will be turned into specific actions that answer What will be done? When will be done? Who will do it? and How much will it cost (budget )? and controls.

To start this task.

Question 2. Outline the following marketing mix variables:
a. Define clearly the value proposition of your chosen business, product or the brand;
b. Critically evaluate the business's situation (provide a summary of SWOT/TOWS analysis from the assessment 1) and suggest appropriate marketing mix strategies:
c. Product - define the product attributes/features to reflect your value propositions.
You are advised to review the threes levels that are accompained with a product and discuss
product line and mix strategies;
d. Pricing - describe the pricing strategy (e.g., break-even, mark up) that you would
recommend to the senior management of the organisation and justify your choice;
e. Distribution - outline the distribution strategies you would recommend (i.e., intesive, selective and exclusive). You also need to discuss channel strategies (i.e., direct and/or
f. indirect, channel levels - single vs. multiple);

Promotion - outline the promotion strategies you would recommend (i.e., pull vs. push) .

You also need to discuss promotional mix strategies (i.e., advertising, salesmanship, sale promotion, publicity and public relations) as well as media strategies. Please beware that your marketing strategies should be aligned with value proposition as well as the organisation's mission, vision and objectives.

Attachment:- Situation Analysis.rar

Attachment:- Marketing Plan.rar