Assessment - Written assignment
Outcomes-
a) Prepare a marketing strategy planning for a business.
b) Identify the resources needed to implement a marketing strategy planning.
c) Develop appropriate strategies to implement a marketing strategy planning.
d) Successfully implement a marketing strategy planning for a business.
e) Identify appropriate control methods for marketing strategy planning.
f) Use appropriate methods to evaluate a marketing strategy planning.
Assessment Description-
Students will be required to write a report of the following
Task: You are the Australian-based Marketing Manager of a large international IT company. You are preparing to launch a new product in Australia. The product is a wearable accessory (looks like a wrist watch) that incorporates computer and advanced electronic technologies for fitness and exercises. Research shows Australians to be early adopters of wearable technology and the market is already growing steadily.
Write a marketing plan for the launch into the Australian market of your chosen product. The plan should include an assessment of the Australian business environment; marketing plan objectives; a situation analysis; a Marketing Mix outline and implementation plan.
1. Title page
2. Executive Summary (1 page maximum)
3. Table of Contents
4. Introduction - purpose of writing the document and any other background information that would help the reader understand the context and the content.
5. Situation Analysis (background relevant information about the market, industry, competitors, customers, company i.e. the external and internal environment analysis)
6. Opportunities and issues statement (identifying the key threats, opportunities, strengths and weaknesses and the key issues that will be addressed in the plan)
7. Marketing Objectives (the objectives the plan intends to achieve)
8. Marketing Strategies (how will the organisation achieve the objectives - which segments to target? with what value proposition? what will be the positioning strategies? branding strategies? other marketing mix strategies? how to create competitive advantage?)
9. Marketing mix
Action programmes (details about what is to be done, by whom, when and cost involved)
10. Brief budget/profitability analysis (the expected revenues and expenses from the plan)
11. Monitoring and Control (how will you ensure that the objectives have been achieved? what should be monitored? how to measure performance?)
12. Summary and Conclusion