Assessment task 02: Monitor and adjust the marketing mix
Assessment description
The candidate is to write and present a report on the marketing mix based on Electronic Product from Apple Company.
For iPad Information, you must visit their website by clicking link below:
https://www.apple.com/au/ipad/ and other links in Apple Website.
The full report should address the evaluation of all components within the marketing mix and marketing performance. The report is to be presented to the class.
The report and the presentation should consider the key characteristics of the product, the promotion methods and each component of the adjusted marketing mix. The report needs to evaluate the contribution made towards the organisation's marketing objectives, strategies and desired positioning.
Procedure/Instructions
Task 1:Research the products and services of Apple.Identify the key characteristics of the products and/or services and their significance to the market.(approximately 100 words)
Task 2: Review pricing policy and analyse pricing variables to determine their effect on demand. (approximately 100 words)
Task 3:Analyse the significance to market outcomes of:
a. promotional methods(approximately 40 words)
b. customer base(approximately 50 words)
c. channels of distribution(approximately 30 words)
d. the level of customer service provided.(approximately 30 words)
Task 4: Establish the marketing mix components. Include information on how each element of the marketing mix has been used. Analyse and test their significance to each other and relevance to customer base.(approximately 100 words)
Task 5: Identify environmental factors and assess their potential impact on the marketing mix.(approximately 50 words)
Task 6: Identify customer/consumer priorities, needs and preferences and the way they impact the marketing mix.(approximately 50 words)
Task 7: Consider product, pricing, promotional activities, distribution channels and service variations. If additional products or services or new products will be offered, evaluate these against marketing objectives, target market characteristics and desired positioning. (approximately 100 words)
Task 8: Analyse the marketing mix in relation to Apple's strategic and operational marketing objectives. Select the most appropriate mix and explain your decision.(approximately 100 words)
Task 10: Monitor the performance of the organisation's products and or services in order determine which components should be tested.(approximately 100 words)
Task 11: Evaluate the implications of altering one or more components of the marketing mix in response to market factors and consumer response.(approximately 100 words)
Task 12: Adjust components of the marketing mix in response to test results, ensuring that the final mix meets:
a. budget requirements (approximately 100 words)
b. organisational strategic objectives(approximately 50 words)
c. operational marketing objectives(approximately 50 words)
d. desired market positioning.(approximately 50 words)
Discuss whether or not any further adjustments were needed in order to meet these requirements.
Task 13:Write a report to address the above points.
Task 14:Present the report to the class.
You must provide:
• a written report (eight to ten pages)
• all relevant documentation to support your research, including:
o an organisation mission statement, outlining business objectives
o a market research report, defining the target market
o a marketing plan and/or strategy including budget
o a marketing campaign including marketing mix components and monitoring processes
o pricing policy.
• a presentation of 10-15 minutes.