Reference no: EM13932602 , Length: 2500 Words
BSBMKG414A SUMMATIVE ASSESSMENT (Word Limit: 2500)
You have been asked to prepare the report to senior management. You are to research an organisation or brand you are familiar with or you can for the list below. The organisation you choose to analyse is NOT to be the same business or industry sector as anyone else in your class.
Example organisations you can choose include:
• National Australia Bank
• Pizza Hut
• Flight Centre
• Nike
• Victoria Bitter
• Coca-Cola
• McDonald's
Part A
In this section of the report you are to analyze the organization's current marketing environment. Use the following headings and subheadings.
1. Marketing environment
• Organizational analysis
• Customer analysis
• Competitor analysis
• Political analysis
• Economic analysis
• Social analysis
• Technological analysis
• SWOT analysis
2. Current marketing mix
1. Products - what products and services are offered and what are their features and benefits?
2. Price - what prices are charged for products and services and what pricing strategy is used? How do prices compare to competitors?
3. Promotions - what promotional tools are currently used? Where possible, collect examples of promotional tools. What promotional strategy is used?
4. Placement - what distribution channel is used to get the product or service to the customer?
3. Identify the target market and how the market is segmented.
Part B
In this section of the report you are required to:-
1. Identify the overall marketing strategy and the organisation is currently using to meet the needs of its customers. Give reasons for your choice.
2. Identify three (3) marketing activities you would implement to meet the needs of the target market. Break each activity into a series of tasks to be completed. For each task include the following:
a. the type of people (or resources) required to implement the task e.g. desktop publisher, marketing assistant etc
b. the budget.
Part C
Identify the measurements you would use to measure the impact on the marketing activities you have identified in Part B.
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