Reference no: EM133792393

Marketing Principles

Learning outcome 1: Identify and analyse the impact of key trends in the internal and external environment on marketing- related activities of organisations.

Learning outcome 2: Analyse the marketing process and determine how various marketing mix elements work together to put the right product in the right place in a professional context.

Learning outcome 3: Develop effective marketing strategies to achieve organisational objectives.

Overview

In this assessment, you will complete the first part of your marketing plan (Part A) in a group of up to 4 students.

Student groups will commence being allocated during your scheduled tutorial in Week 1. If you cannot make your first tutorial, please email your tutor to advise and ensure they assign you to a group. Your Tutor's details can be found on the Teaching Team page in Canvas.
Part A will require you to include:

Identification and introduction of the organisation and its mission
provide an in-depth analysis of the industry, product category, product segments, competing brands and the macro and microenvironment.
construct a segmentation matrix and customer journey map, SWOT, and two marketing objectives. The purpose of this assessment is to:
develop your capacity to demonstrate knowledge of the components of a marketing plan; and
apply the knowledge by constructing a professional marketing plan for an assigned brand in the Australian marketplace.
This assessment will develop your skills in business analysis, problem-solving, creativity and clear, logical presentation.

Company Overview
This section will overview the company that owns the brand you have been assigned for your assessment.
When writing the following sections, it is important to provide clear and detailed information about the company, its portfolio of brands, and the specific brand you are evaluating.
This will help set the context for your assessment and provide a comprehensive understanding of the subject matter. Here are detailed instructions on how to approach the two sections:

Company
The purpose of this subsection is to introduce the company that owns the brand and provide background information that helps understand its operations and goals.
Company Name and Ownership: Start by stating the full name of the company and explain who owns it. Mention whether it is a local Australian company or part of a larger global organisation.
1 · Operational History: Provide details on how long the company has been
operating in Australia. Include significant milestones if applicable.
Mission and Vision: Describe the company's mission (its purpose and primary objectives) and vision (its long-term goals and aspirations).
Levels 1.2 Brand and product portfolio
In this section, you need to provide a comprehensive overview of the company's portfolio of brands and products within the Australian marketplace, with a detailed evaluation of the nominated brand for your assessment. Your response should cover for each of the company's brands, the following:
Brands and Products: Discuss the brands within the company's portfolio. Specify the number of brands they own or distribute in Australia.
Describe the different types of products offered by these brands. Include the product categories or segments in which they operate.
Market Share: Provide a summary of the company's market share in the product categories relevant to your assessment.
Include specific data on the market share. Use information from industry
2 reports to support your discussion.
Brand Growth: Examine the growth of each brand over the past five years.
Discuss key achievements, such as product launches, expansions, or other significant developments that have contributed to the brand's growth.
Use visuals, like charts or images, to clearly present data and trends related to brand growth.

Situation Analysis
The following provides general information and context regarding a situation analysis. Over the page are the instructions regarding each subsection of your report.
A situation analysis is crucial for understanding the broader context in which your nominated brand operates. This involves analysing the industry, the product category, product segments, your brand, and competing brands.

From the diagram, you can see that there's one industry level. But industries, usually have many product categories, and each product category has several product segments. Brands can be found at all these levels.
The purpose of a situation analysis is to provide a comprehensive understanding of the market, that will lead to highlighting opportunities and threats relevant to your nominated brand. This analysis will help identify strategic insights and guide decision-making.

Researching and analysis:
A good assessment will contain a thorough analysis. You must refer to multiple sources to gain a complete picture.
A list of mandatory reports is listed on the Assessment page in Canvas. Additionally, your tutor may refer you to further resources during tutorial activities and discussions.
Presenting your situation analysis
Report Structure:
Detail, explain and present your analysis and key findings using visuals such as graphs, tables, and charts. Each visual should be based on your analysis, not directly copied from sources. Your explanation should add value to the visuals - not just restate. You must derive insights from your analysis.
Include your detailed workings/analyses, and data in the appendix.
Use Harvard Referencing throughout the appendix and the body of the report.
Your report must follow the following structure.

Title page (no word count)
Executive summary (no word count)
Table of contents (no word count)
Company and Brand Overview (- 500 words)
1.1 Company overview
1.2 Brand and product portfolio
Situation Analysis (- 1,250 words)
2.1 Industry
2.2 Product Category
2.3 Product Segments
Environmental analysis (- 600 words)
3.1 Micro-environmental factors
3.2 Macro-environmental factors
Consumer Analysis (-400 words)
4.1 Segmentation matrix (table - no word count)
4.2 Customer journey map (table - no word count)
SWOT analysis (- 200 words)
Marketing Objectives (- 50 words)
Reference list (no word count)
Appendix (no word count)