Reference no: EM132451886
MRKT20052 - Marketing Management and Digital Communications - Central Queensland University
Students are required to choose ONE of four businesses/products. These are new products/services which will be introduced into the Australian market early in 2020.
This assessment requires students to work individually on their selected business/product to create a comprehensive strategic marketing plan with a maximum word limit of 2,400 (from the introduction to the references). Your assessment should be an application of relevant marketing concepts that you have learned throughout this unit.
There is no need to go into details about explaining marketing concepts, rather it should be an applied discussion (i.e. do not provide definitions and descriptions of relevant concepts, instead you are required to apply those to your selected business/product; you will be assessed on the quality of your conducted analysis).
Recommended structure of the report:
Title page: The title page will include the title of your assignment, name of the business/product you prepared your marketing plan for, your name, student ID, campus, lecturer/tutor name, unit name and code and word count from Introduction to References.
Table of contents: The table of contents will present each section of the report, including sub-headings, with their appropriate page number(s). Sections should be numbered with page number (e.g. 1.0 Introduction on page 1). Pages prior to the introduction should use lower case Roman numerals such as i, ii, iii, iv.
Executive summary: The executive summary contains the key points of the whole report in 3-5 paragraphs written on a single page. This is not an introduction to your assignment, ensure to present a summary of key findings of the entire report. Hint: write this last!
Introduction: The introduction section should provide background information of the selected company and its product or service and explain what sections will be included in the report.
Situation analysis: This section should include a PESTEL analysis, a competitor analysis, and SWOT analysis.
Customer analysis: Discussion of the segmentation, targeting and positioning approach. Discuss the potential customer segments for your product or service and which one(s) you wish to target with good justifications. Also, discuss the desired positioning for the product or service and develop a clear positioning statement.
Problem Statement: Clearly identify the problems the product will face when introduced in the Australian market in 2020 based on the situation and customer analysis. Is it a lack of awareness, pricing, distribution or other problems?
Objectives: Set 3 to 5 marketing objectives. Relate the objectives to your problem statement, situation and customer analysis. All objectives should be described using the SMART approach.
Marketing mix strategy: Cover product, price, promotion and place aspects for your product.
Campaign evaluation: This section should cover specific effectiveness measures for each strategy, overall control measures for the marketing plan, and contingency actions should also be identified. Measures need to be actually measurable in some way.
Budget allocation: Your budget allocation should be reasonable. It should also link to the objectives and the marketing mix strategy.
Conclusion: Includes a summary of the key points of your report.
Evidence of research: Provide a list of at least 15 (fifteen) (Peer Reviewed)references of relevant published academic and research papers, textbooks and authentic internet sources. Only references used in the main body of your report should be included in your reference list. Referencing should follow the APA style.
You will be assessed on the quality and integration of research in the writeup to support key points. Any website which is used to find statistical information is also considered as part of evidence of research.
Attachment:- Marketing Plan.rar