Assessment 1:
Learning outcomes
a) Describe the key principles of business-to- business marketing.
c) Discuss the importance of developing strong business relationships between the organisation and corporate clients.
d) Explain how the marketing mix is used in business-to-business marketing.
e) Evaluate the effectiveness of business-to- business marketing programs through the application of adequate metrics.
Assessment Brief: Outcome
The outcome of B2B marketing plan project assessment is a marketing plan for a B2B product. The assessment contains two parts: assessment 1 & assessment 2. Therefore, assessment 1 & 2 are related as a marketing plan for a B2B product.
Tasks
In order to address this task, the students are required to select a real life B2B product of any company in Australia. It is recommended that the students select a product/company that has websites so the lecturer is able to appreciate the report better. In addition, the students are required to validate the product and company to the lecturer. The product that has been selected will be used for both assessment 1 & 2 to develop a marketing plan.
In this assessment (Assessment 1), the students are required to outline the situational analysis and segmentation analysis. In addressing the tasks, the students are required to use relevant theories/concepts learnt in this subject and relevant data/facts to show the application of theories/concepts with the following tasks.
1. Describe the background of the product and company.
- Aspects to consider could be the historical background of the product/company and other relevant details to provide background analysis of the product/company, such as brand, mission and vision.
2. Explain the product details.
- This includes all aspects of the product, such as features, technical aspect of the product, benefits to customers, varieties etc.
3. Analyse the relevant market situation that includes industry analysis, competitors and market trends.
- This includes macro analysis, such as political, economic, social and technological.
- The other elements to include could be competitors and other market trends.
4. Analyse the market segmentation of this product.
- This includes the basis of segmentation of this product and selecting the segment for this product with the rationale.
5. Explain the importance of relationships in this industry.
- A comprehensive relationship management analysis should be included to show the importance of relationship in this industry.
6. Explain the buying behaviour in this industry.
- The explanation should include the buying process in this industry and relevant factors affecting buying behaviour.
Report format
Like any other marketing plans, the report should be in the format of formal report that contains title, table of content, headers and sub-headers. The report must include reference list, not bibliography, and in-text references in line with the College guidelines (Harvard referencing style).
Assessment 2:
Discuss the importance of developing strong business relationships between the organisation and corporate clients.
Explain how the marketing mix is used in business-to-business marketing.
Evaluate the effectiveness of business-to- business marketing programs through the application of adequate metrics.
Outcome
The outcome of B2B marketing plan project assessment is a marketing plan for a B2B product. The assessment contains two parts: assessment 1 & assessment 2. Therefore, assessment 1 & 2 are related as a marketing plan for a B2B product.
Tasks
In order to address this task, the students are required to select a real life B2B product of any company in Australia. It is recommended that the students select a product/company that has websites so the lecturer is able to appreciate the report better. In addition, the students are required to validate the product and company to the lecturer. The product that has been selected will be used for both assessment 1 & 2 to develop a marketing plan.
In this assessment (Assessment 2), the students are required to outline the target market, positioning, marketing mix and evaluation. In addressing the tasks, the students are required to use relevant theories/concepts learnt from this subject and relevant data/facts to show the application of theories/concepts.
1. Outline the target market of the selected B2B product.
- Refer to the segmentation analysis in assessment 1. Outline the target market of this product.
- Explain the relationship strategy for this specific target market to grow the business of the selected product.
2. Outline the SWOT analysis for this business.
3. Outline the marketing objectives for this product.
4. Formulate the positioning strategy for this product.
- Outline the core competency that the business has in the industry.
- Formulate the possible positioning statement for this product, considering:
i. The target market
ii. Core competencies
iii. Reason to believe
5. Formulate the product mix.
6. Describe the service strategy for this product.
- Outline the customer's service need for this product.
- Detail the service strategy required to meet the customer's service need for this product.
7. Outline the marketing channel for this product.
8. Formulate the pricing strategy for this product.
9. Explain the IMC strategy for this product.
- Select at least two IMC tools to support this product.
- Explain the rationale of using these two tools.
10. Outline the evaluation plan of the marketing plan.
- Outline the key performance indicators (KPIs) for this product
- Outline the evaluation plan against the KPIs
Report format
Like any other marketing plans, the report should be in the format of formal report that contains title, table of content, headers and sub-headers. The report must include reference list, not bibliography, and in-text references in line with the College guidelines (Harvard referencing style).
Attachment:- Part 1 Assingment.rar