Assessment 2 – Marketing Plan

Assessment 2 – Marketing Plan
Assessment Description
Group project report: ‘Marketing plan’
This is a group assessment. Marks are awarded for overall group performance and are distributed to
contributing group members equally; so, contribution by all group members together with group
cohesion is important for good performance.
Submission method: on-line submission to Turnitin via the link on the subject’s Portal page
Description: Students are to form groups of up to two (2) members (no more) and you are
recommended to form these in Week 2. For this assessment, you need to assume that your group is
the marketing management team for an authentic Australian Small to Medium-sized Enterprises
(SMEs). Your task is to develop a new brand, product or service for the organisation. In doing this,
students are to identify and apply relevant business theories and concepts from GB530.
The organisation you select may be an organisation that you or one of your group members have
either worked for or the one you or they are working for currently. Otherwise, it may be any another
organisation. Whichever organisation is chosen, the key criteria are that it is real and operates in
Australia. If you are unsure of the organisation to select, please consult your lecturer.
The outcome of your group’s work on this major assessment will be the construction of a
‘new brand / product or service marketing plan’. The plan should be presented in a REPORT
format. The following guide will be of significant help in this assessment.
You are also recommended to review Business Victoria website and use their Marketing Plan
Templates or you can follow the Marketing Plan Template in Appendix 1 of Kotler et al. (2013, p.
627). The following is the link to the website of Business Victoria:
http://www.business.vic.gov.au/marketing-sales-and-online/increasing-sales-through-marketing/marketingplan-template#marketingplan
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Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a
registered higher education provider CRICOS Provider Code 02426B.
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Session Milestone
Weeks 1-2 Form your group. Set group norms (method and frequency of meetings, agree member roles, etc).
Week 3
Development of marketing plan
Executive summary. Often this is not finalised until all components of the plan have been worked through.
Introduction. This covers the scope of the plan and identifies the key goals.
Product proposal. What will your proposal be about? Refer to Appendix 1 of Kotler et al. (2013, p. 627) and
the contents of a marketing plan (Kotler et al. 2013, p. 79).
Answer questions in regards to the product proposal.
Key considerations:
• What is the brand name of your new product / service?
•What is the new product that will generate revenue for which you will prepare a marketing plan and strategy
during this subject? Give the product a name and describe its features and benefits. Look up ‘brand
extension’ in Kotler et al. (2013) and describe whether your product is considered a line or a category
extension.
• Identify your products’/brands’ strengths and weaknesses (first part of a SWOT analysis).
•Discuss what information will be required to prepare your marketing plan including consumer, competitor
and market information.
Week 4 Current marketing situation – understanding the market
Building on from the work you completed in Session 1, this session looks at the marketplace you will be
competing in.
Situation analysis
With reference to Appendix 1 of Kotler et al. (2013, p. 627) and the contents of a marketing plan (Kotler et
al. 2013, p. 79), write a one-paragraph summary of the current situation. Write this after completing the
following sections of the situation analysis:
• Review the macro-environment and list two (2) major trends in each area that will need to be
considered, and explain how they will influence your marketing plan (i.e. from a political, legal,
environmental, technological, social and economic perspective). In other words, undertake a
Pestle analysis.
• Review your micro-environment and in particular undertake a Porter’s Five Forces analysis.
• Review the size of the market you are going to compete in and forecast demand and market share.
• Undertake a SWOT analysis whereby you will summarise the internal strengths and weaknesses, and
the external threats and opportunities (Kotler et al. 2013, pp. 77–8).
• Identify your consumer research requirements.
• Describe at least three (3) factors that will determine your success.
Week 5 Marketing opportunity – connecting with the customer
Building on from the work you completed in the previous sessions, this session looks at connecting with the
customer. With reference to Appendix 1 of Kotler et al. (2013, p. 627) and the contents of a marketing plan
(Kotler et al. 2013, p. 79), this session’s tasks may include:
• Describe the segment(s) of the market you will compete in and what your target(s) are.
• What geographical region(s) will you compete in (e.g. local area, state, national, regional or global)?
(See Kotler et al. 2013, p. 248.)
• What demographic profile(s) will your target customers have (e.g. age, gender, family size, income,
occupation, education)? (See Kotler et al. 2013, p. 249.)
• What psychographic profiles will your target customers have (e.g. beliefs, attitudes, and cultural
backgrounds)? (See Kotler et al. 2013, p. 251.)
• Are there any behavioural traits for the target market (e.g. habitual buyers in this category, light-users,
once-a- year buyers, impulse)? (See Kotler et al. 2013, p. 251.)
• Is it a business-to business target market? Why? Classify the business in terms of geographical area;
what derived demand will drive the market; nature of the buying transaction (tender); and quantity types
(one or many).
• Explain the rationale behind why these are the optimal target market segments, for example:
• growing segment/new segment just emerging
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a
registered higher education provider CRICOS Provider Code 02426B.
• large segment
• will it provide large return on investment/large sales revenue?
• competitive gap in this area
• changing consumer habits have opened up new market.
•Explain what market targeting strategy you will use, and why. (See Kotler et al. 2013, p.258.)?
Undifferentiated/differentiated or concentrated/niche?
• What are your overall objectives? (See Kotler et al.2013, p.633.)
• Explain your core marketing strategy to achieve these objectives. (See Kotler et al.2013, p.79 & p.633.)
Week 6 Developing strong brands
Building on from the work you completed in previous weeks, this session looks at developing strong
brands. With reference to Appendix 1 in Kotler et al. (2013, p. 627) and the contents of a marketing plan
(Kotler et al. 2013, p. 79), consider the following areas in relation to your product.
The product
• Describe your product/service including its key features and benefits.
• Describe your augmented product/service. (See Kotler et al. 2013, p.278.)
• Identify the classification of your product/service. (See Kotler et al.2013, p.279.)
• Work through and explain any relevant product attributes. (See Kotler et al.2013, p. 284.)
• Discuss your product branding. (See Kotler et al. 2013, p.298.)
• Explain packaging/labelling decisions.
The brand
• Describe your branding strategy including:
o brand positioning
o brand name
o licensing (if required)
o brand repositioning (if required) (see Kotler et al. 2013, p. 302).
o Justify any market research you will undertake.
• Describe how you will test market your product.
• Explain any legal aspects that you must consider with your product (e.g. labelling, packaging, health
issues).
Week 7 Delivering value
Building on from the work you completed in previous sessions, this session looks at delivering value. With
reference to Appendix 1 of Kotler et al. (2013, p. 627) and the contents of a marketing plan (Kotler et al.
2013, p. 79), complete the following tasks:
• Discuss internal/external factors that have led to your pricing decision (see
Kotler et al. 2013, pp. 355–8). For example:
o What are your product costs?
o What market share are you after?
o What is the product quality?
o What is competitor pricing?
o What type of marketplace are you competing in?
• Describe your overall pricing strategy (see Kotler et al. 2013, pp. 363–72).
For example:
o Will you use cost plus or value-based pricing?
o Will it be, for example, EV pricing/going rate if a business market?
o For the new product will you use market skimming, market penetration
strategies?
o How will your product sit within the product line-up?
• Describe any short-term adjustment strategies you may use in your planning and why you
would use them (see Kotler et al. 2013, p. 374). For example, do you want to drive short-term
sales growth or are there seasonal adjustments quantity discounts/cash back to take
advantage of?
• How will people buy and receive your product? What are your retailing/wholesaling strategy
and tactics for your product? (See Kotler et al. 2013, Chapter 14.):
o Given your type of product, is this exclusive or extensive distribution? – Give examples of
places you intend to sell your product.
o Is this an online-only product?
o Will you concentrate on geographical areas?
• How will you manage/design your marketing channel/logistics network to satisfy your consumer?
o What sort of service level do consumers expect for a product of this type, and how will you
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a
registered higher education provider CRICOS Provider Code 02426B.
deliver or over exceed?
o Can you gain a competitive advantage in this area?
Week 8 Communicating Value
Building on from the work you completed previously, this session looks at communicating value. With
reference to Appendix 1 of Kotler et al. (2013, p. 627) and the contents of a marketing plan (Kotler et al.
2013, p. 79), complete the following tasks:
o What are your promotional mix objectives?
o What are your promotional mix strategies?
o What are your promotional mix tactics?
Step through the integrated marketing communication process (see Kotler et al. 2013,
p. 462–8) and complete the following tasks:
o Review your target market.
o What are your communication objectives (awareness/knowledge/liking/ preference), and why?
o What is the message you want to tell your target market about your product/ service?
o Which medium/media are you going to use to communicate your message?
o How will you know if your message has been received (measures)?
What other forms of promotion will you use and why? What is your overall promotional mix?
(See Kotler et al. 2013, p. 456):
o Does it include, for example, PR/sales force/ online strategy?
o Are you going to use any sales promotion tools in your plan?
Budget (see Appendix 2 of Kotler et al. 2013, p. 475):
o What are your sales revenue/volume objectives?
o What is your budget?
o Consider your distribution strategy; for example, getting product in store
o What is the promotional budget/expense forecast?
o Consider your advertising strategy, for example, television/press/public
relations/online/sales promotion
o Consider your product development strategy
Do you have any contingency planning in place?
Finalise your executive summary bringing together the first part of your plan (audit) and the
second part of your plan (implementation).
Citations & references: include the sources you have used throughout the project.
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Other Relevant Information.
? It is important to address each and every question/section in the marking rubrics (see below) in order to
optimise your marks.
? With regards to referencing. Whilst marketing plans in the business world do not usually include direct quotes,
GB530 is a higher education subject and your plan is expected to follow academic protocol by containing the
relevant in-text citations and a corresponding list of references: all in Harvard style.
? Please write your marketing plan in the third person. If you are unsure about REPORT format and style then
consult with your lecturer/facilitator.
? Remember that a fully executed marketing plan contains a significant amount of detail! You can find a good
specimen marketing plan (Sonic) in Appendix One (1) in the prescribed textbook.
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Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a
registered higher education provider CRICOS Provider Code 02426B.
Assessment Marking Rubric
Criteria Weight HD (High
Distinction)
85%-100%
DN (Distinction)
75%-84%
CR (Credit)
74%-65%
P (Pass)
50%-64%
NN (Fail)
0%-49%
Score
Introduction and
objective of this
report
10% Excellent and
critical
introduction of the
main topic.
Very good and
relatively critical
introduction of
the main topic.
General
introduction of
the main topic.
Basic
introduction of
the main topic.
Lacks
introduction of
the main topic.
Market situation
analysis
20% Excellent and indepth
macro and
micro
environment
analysis. Most
key major
industry trends
have been
identified.
Outstanding
SWOT analysis.
Very good macro
and micro
environment
analysis. Some
major industry
trends have been
identified. Sound
SWOT analysis.
General macro
and micro
environment
analysis. Some
major industry
trends were
discussed.
Relative sound
SWOT analysis.
Basic macro and
micro
environment
analysis. Some
trends have
been attempted
to be identified.
Some SWOT
analysis.
Little or no
macro and micro
environment
analysis. The
trends have not
been identified.
Lack of SWOT
analysis
Market
opportunity,
competitor and
customer
analysis
20% Excellent insights
provided from the
discussion of
target market and
market
segmentation.
Critical in-depth
analysis of
market
opportunity,
competitor and
customer
analysis.
Very good
insights provided
from the
discussion of
target market and
market
segmentation.
Relatively critical
in-depth analysis
of market
opportunity,
competitor and
customer
analysis.
General
insights
provided from
the discussion
of target market
and market
segmentation.
Relatively clear
analysis of
market
opportunity,
competitor and
customer
analysis.
Basic discussion
of target market
and market
segmentation.
Some analysis of
market
opportunity,
competitor and
customer
analysis have
been attempted.
Little or no
discussion of
target market
and market
segmentation.
Lack of analysis
of market
opportunity,
competitor and
customer
analysis.
Developing new
product /
service, or
brand extension
20% In-depth and
broad
understanding of
product and
branding
strategies.
Clear
understanding of
product and
branding
strategies.
Relatively clear
understanding
of product and
branding
strategies.
Basic
understanding of
product and
branding
strategies.
Little or no clear
understanding of
product and
branding
strategies.
Delivering value 10% Excellent pricing
and distribution
strategies.
Very good pricing
and distribution
strategies.
Generally
defined pricing
and distribution
strategies.
Basic discussion
of pricing and
distribution
strategies
Little or no
discussion of
pricing and
distribution
strategies.
Communication
value
10% Excellent and
creative IMC tools
developed.
Very good and
relative creative
IMC tools
developed.
General and
relative
practical IMC
tools
developed.
Some basic IMC
tools developed.
Little or no IMC
tools developed.
Research,
Layout and
referencing
10% Very broad
literature review,
clear and logical
structure.
Accurate citation
and referencing
applied to all
sources.
Broad literature
review, clear and
logical structure.
Accurate citation
and referencing
applied to most
sources.
Relatively
intensive
literature
review,
relatively clear
and logical
structure.
Some minor
errors occurred
in the
referencing.
Basic literature
review, some
logical structure
developed.
Some errors
occurred in the
referencing.
Lack of literature
review and
coherence
between the
paragraphs.
Major errors
occurred in the
referencing.
Comments:
Assignment Mark/Grade:
Total
score

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