Marketing Management Assignment:
Organisation and environmental analysis
Weight: 25% of total marks
Maximum length: 6 pages
Due: Monday, 04 April at 12 noon
Purpose
This assignment requires you to undertake the process of analysing Bankwest (the bank) and it?s operating environments from a Marketing perspective. The focus of this assignment is Units 1?5 of MBA Marketing Management. You will provide an overview of Bankwest, as well as detail the type of orientation towards marketing it takes. You are also required to examine and analyse the context and environments in which Bankwest operates (its industry and the macro-environmental forces impacting on the industry).Here, you are not just reporting what Bankwest is doing now and what ?orientation? it displays in its marketing strategies, but also assessing whether its orientation towards marketing is likely to (or perhaps should) change in the future. You will also need to examine what forces are driving the marketing environment and strategies that Bankwest is (and should be) employing.In the assignment you must work towards identifying Bankwest?s marketing situation now, and the operating environment and strategic landscape affecting it. You will go about this by examining and critiquing its orientation, as well as by illustrating and interpreting information about the 5Cs as they pertain to Bankwest. This will include a description of your customers and their behaviour, competitors, the company (or organisation), collaborators and the context. Finally, you will comment on how Bankwest learns or gathers information about the 5Cs. You must critically analyse Bankwest?s current orientation and its position with respect to the 5Cs. In addition, you should be able to reflect on the type of information Bankwest utilises to understand the environment in which it conducts business. In preparing your answer to the assignment it may be helpful to consider it from the perspective of an outside consultant that is hired to critically evaluate Bankwest?s current marketing position and operating environments.
Address the following issues:
** Please note. It is recommended that you follow the outline presented below and answer each question as it is presented.
Issue 1 (15% of marks for the assignment)
Provide a brief description of Bankwest and the industry to which it belongs. You may also want to include in this description any mission statements, value statements or ?slogans? that Bankwest utilizes to communicate its purpose. In describing Bankwest, please also identify its orientation towards marketing and provide relevant, detailed and factual supporting evidence to substantiate why you have identified this specific orientation.Finally, include a brief description of the product(s) Bankwest offers the market. Comment on how important is the role of ?Brand? in Bankwest?s marketing strategy?
Issue 2 (15% of marks for the assignment)
Analyse each of the 5Cs for Bankwest:
a. Company ? what are your strengths and key resources, what are some of your weaknesses? What are the opportunities and threats?
b. Customers ? who are you serving and what type of behaviour is ?typical? from them?
c. Collaborators ? describe your suppliers, distributors or other partners that help you to deliver your products to the market? If you don?t have any ? explain why it is not necessary.
d. Competitors ? who are the current main competitors, are there any potential new threats or new entrants to the marketplace?
e. Context ? what other factors affect your organisation (e.g., legal, political, technological, etc.)?
Issue 3 (15% of marks for the assignment)
How does Bankwest go about collecting information (e.g., market research, market intelligence, etc.) about the 5Cs? For example, how does it learnabout:
a. What customers want?
b. Which competitors pose a threat?
c. How the context of business is changing, if at all?
d. What role collaborators play in the process?
Issue 4 (20% of marks for the assignment)
Describe the Segmentation, Targeting and Positioning strategy that Bankwest adopts with respect to its products. In other words, identify the target segments, as well as how Bankwest wants its product(s) to be viewed by the targeted segments.
Note: If your organisation produces many goods and/or services, you may want to pick a particular one and provide more depth on that particular one, rather than being very general about the entire organisation. (Could we please focus on homeloans)
Issue 5 (35% of marks for the assignment)
Based on your understanding of marketing, and thinking strategically, how would you rateBankwest in terms of its marketing strategy/focus? Where is it doing a great job and/or in what ways can it improve?
Note: You may wish to comment on:
? Does Bankwest?s orientation to marketing make sense? In other words, can you justify why Bankwest should (or should not) change its orientation towards marketing? If you recommend a change ? to which orientation and why.
? How effective is the monitoring and analysis of the 5C?s within Bankwest? In other words, is Bankwest good at collecting such information?
? How well does the monitoring and analysis inform Bankwest?s marketing strategies? What are the direct impacts (outcomes) of the current marketing analysis approach and how could this be improved? In other words, what information (if any) that is collected is used? In what way(s) can the current marketing analysis approach be improved? Or, if no changes are needed, why is it so effective?
? How well does Bankwest utilise its ?Brand?? Is too much emphasis placed on the ?Brand? or is too little?
? Does Bankwest target the ?right? customers? Are there any potential customer segments that Bankwest is ?missing?? In what ways could Bankwest?s STP strategy improve? Or, in what way is Bankwest?s STP strategy effective?**In all cases, please remember to justify your argument(s) in this assignment by explaining and providing reasoned arguments for why you have formed your views. Please ensure that you support your arguments by explicitly applying and drawing insights and conclusions from relevant marketing models, concepts and theory covered in the course to date. Do not simply rely on offering personal conjecture or opinions

Marketing Major Learning Objective: Demonstrate effective written and oral communication skills consistent with the professional marketing environment (COMM)

Course Objective 6: Create customer experiences that result in behavioral changes.

Most companies today that are serious about their customer relationships will have some sort of service promise. This would include guarantees, warranties, or other policies and procedures purporting to offer total customer satisfaction as part of its overall customer relationship management approach.

Please select a company of your choice(BALLYS TOTAL FITNESS AND HEALTH CLUB), preferably one with whom you have done business and had the opportunity to test the companys service promise, and post your choice in the Case Study Assignment conference area for approval by the end of Week 4. A copy or link to the companys guarantee/warranty or other text explaining their policies must be included in your company selection.

Retrieve and read the following article available in your Reserved Readings or through the UMUC virtual library retrieved through Business Source Premier:

Hart,a Christopher W.L. (1988). The Power of Unconditional Service Guarantees. Harvard Business Review, 66(4), 54-62.

The customer relationship concepts discussed in this article, your text, and any additional research you may conduct on the value of service promises and competitive service promises will provide the framework for your case study.

Prepare your case study by addressing each of the following questions:

Does the guarantee promise unconditional customer satisfaction as defined by Hart?
Is the guarantee easy to understand and communicate?
Is the guarantee meaningful in that it guarantees those aspects of service that are most important to the customer, including the customer's time and risk, and meaningful relative to the price of the product or service?
Is the guarantee easy for the customer to invoke?
How difficult is it for the customer to collect on the guarantee?
Compare and contrast the service guarantee with at least two other direct competitors.
What recommendations for improving your companys guarantee based on the principles and practices discussed in the text and in the Hart article would you suggest?
Submission requirements are as follows:

Paper should be at least seven pages, but no more than ten pages, of double-spaced text.
These page requirements should not include title page, exhibits, copy of guarantee or other supplemental text.
Writing must reflect college-level analysis, composition, and style such as MLA or APA.
Name and page number should appear on each page.
(For online courses) Save your work in a .doc or .rtf file only.
Submit your .doc or .rtf file in your assignment folder as an attachment (or to your faculty member) by the end of Week 9 as published in the course schedule
Please note the following grading rubric will be used by your faculty member when assessing your case study. This case study is as much a paper on customer service as it is on your ability to think and write at an acceptable college level.




Grading Rubric

CRM content - selection
5-4
3-2
1-0
5-0

Company selection is appropriate for the assignment and copy of the service promise is attached as an exhibit.
Company selection is highly appropriate and service promise attached
Company selection is appropriate or service promise attached
Company selection inappropriate and no service promise attached


CRM content - Harts six criteria
5-4
3-2
1-0
(5-0) *5=25-0

Q1. Discussion on the guarantee promise unconditional customer satisfaction as defined by Harts six criteria
Fully discusses and critiques the companys guarantee promise unconditional customer satisfaction as defined by Harts six criteria
Adequately discusses and critiques the companys guarantee promise unconditional customer satisfaction as defined by Harts six criteria.
There is a serious problem with the discussion.


Q2. Is the guarantee easy to understand and communicate?
Fully explains and critiques the companys service promise communications
Adequately explains and critiques the companys service promise communications
Minimal explanation or critiques of the companys service promise communications


Q3. Defends a position as to the meaningfulness of the service promise
All aspects of the service promise are comprehensively considered with supporting arguments.
All aspects of the service promise are considered with adequate arguments
Minimal aspects of the service promise are considered


Q4. Explanation of processes or procedures for invoking the service promise
Fully explains the companys processes or procedures for invoking the service promise
Adequately explains the companys processes or procedures for invoking the service promise
Minimal explanation of the companys processes or procedures for invoking the service promise


Q5. Explains how easy or difficult it is for the customer to collect on the guarantee.


Fully discusses the ease or difficulty of invoking the service promise
Adequately discusses the ease or difficulty of invoking the service promise
Minimal discussion of the ease or difficulty of invoking the service promise


CRM content ??" Competitive Comparison
15-11
10-6
5-0
15-0

Q6) Compare and contrast the service guarantee with at least two other direct competitors.
Two direct competitors are compared and contrasted with the subject company on all relevant dimensions.
Two direct competitors are compared and contrasted with the subject company on some of the dimensions.
Major problem either:

> Not compared with 2 competitors

> Minimal comparison on relevant dimensions


CRM content ??" Recommendations
5-4
3-2
1-0
5-0

Q7) Recommendations of substance for improving service promise made that are supported by Harts six criteria for a meaningful unconditional guarantee. Alternatively, lack of recommendations for the subject company is adequately defended.
Comprehensive, relevant, and literature supported recommendations are made.
Some relevant, and literature supported recommendations are made.
Minimal recommendations are made.


CRM content ??" Overall
5-4
3-2
1-0
5-0

Overall, paper provides evidence that student understands the importance of a service promise in the application of customer relationship principles.
The writer clearly understands the importance of a service promise in the application of customer relationship principles.
The writer shows a basic understanding of the importance of a service promise in the application of customer relationship principles.
The writer shows minimal understanding of the importance of a service promise in the application of customer relationship principles.


CRM Content - Total



55 - 0

COMM -Purpose and Audience
5-4
3-2
1-0
5-0

Overall, the case analysis provides evidence that student understands the importance of a service promise in the application of customer relationship principles.


- the writer successfully demonstrates the importance of service promise through the application of CRM principles

-The writer addresses the assignment in a creative/ innovative way.

-The writer goes beyond the requirements in some way.
-The writer fulfills all aspects of the assignment.



-The writer generally meets the expectations of the reader in terms of content, organization, language.




- The writer does not fulfill the assignment.








3-2
1-0
(5-0) *4=20-0



- The writer does a sufficient job of developing and following the main idea (thesis).


- Does not clear state a thesis or explain structure in the introduction


COMM -Organization and Structure
5-4
- The paper generall uses topic sentences to introduce ideas at the paragraph level.

- There may be some slight weakness in organization at either the macro or micro level; however, the reader can still follow the argument easily, and paragraphs are unified around central ideas.


- The paper exhibits serious problems with organizational structure that may include:

> few topic sentences

> paragraphs not centered

on one controlling idea.

>The order of evidence

appears random

>difficult to follow the

argument.


Introduction clearly states thesis and explains structure of the paper
- The writer develops a clear, strong thesis and presents clear topic sentences.


- The central theme of the argument generally understandable.

- There may be some slight problem with organizational flow or consistency in the argument
- The paper exhibits serious problems with organizational structure that may include:

>The order of evidence

appears random

>difficult to follow the

argument.


Conclusion of paper brings closure to the main thesis
- The conclusion clearly integrates the main thesis with the key findings in the paper
- The conclusion partially integrates the main thesis with the key findings in the paper
- No conclusion or conclusion has serious problems


COMM - Evidence/Arguments


5-4
3-2
1-0
(5-0) *3=15-0



Evidence is logical, contextualized and supported with relevant evidence from reliable academic sources
- The evidence presented is logical, contextualized, and appropriately researched and supported, and synthesized with the writers own argument.


-The paper contains a controlling idea; it is clear to the reader what the main idea is and what the basic arguments are.

- There is indication of research that forms the basis of the evidence presented.

- There is a relatively successful attempt to synthesize research within the argument.


The paper exhibits several problems that may include:

>The paper contains irrelevant support, and there is insufficient analysis and/or depth of analysis.

>The paper does not contain research and/or does not adequately cite that research.


The analysis is sophisticated and considers other perspectives.


The analysis is sophisticated and considers other perspectives.


- There is clear evidence of analysis and an attempt to consider alternate perspectives


The paper exhibits several problems that may include:

> limited to no research

> Alternatives not

considered


Attachments such as exhibits, graphs, bibliography, etc. are relevant to the discussion.
The attachments are scholarly and very relevant to the discussion.
The attachments are relevant to the discussion
The attachments exhibit some problems either:

> are not relevant to the discussion

> do not some from

appropriate sources


Communications -Readability, Style, Mechanics
5-4
3-2
1-0
(5-0) *2=10-0

Paper written in MLA or APA style
MLA or APA style full met throughout the paper
MLA or APA style generally met but there are a few errors
MLA or APA style not met.


Paper is has been proof read and edited and is free of overt grammatical and typographical errors. Paper adheres to submission requirements.
-The tone and style are appropriate for the audience.

- There are no noticeable proofreading or grammatical errors.

- Sentence structure and diction are effective and diverse

- Submission requirements met
- For the most part, tone and style are appropriate for the audience.

- (NEED A WORKS CITED PAGE)

Identify three marketing environment forces that will impact The Hershey Company product and services. Describe and analyze each force on the product/service.

Explain strategies to overcome the threats
Strategies to capatalize on the opportunites

Assignment: Pick a marketing environment and a popular brand of your choice. Then discuss the potential impact on the brand of trends that are observable in that external environment. How will they impact the demand for the product? How will they define who the competitors are? What recommendations would you make to the brand to prepare for the changes your see coming from the environmental trends you observed?

Provide the following information:

1. NAME, LOCATION & NATURE.

The name of your prospective (hypothetical) service business and
its probable location. A brief description of the nature of the business, (?body-guard service?, ?bar?, ?child-care?, etc.).

2. SELF-ANALYSIS. For this you should:

assess your skills, abilities and competencies, (strengths as well as weaknesses) and
compare these with the demands of potential markets, and
the offerings of competitors.
Ensure that the self-analysis is relevant to the proposed service and that you make the comparisons.

3. CUSTOMER ANALYSIS.

Identify potential customers you could serve.
Identify the benefits they seek.
Describe and label your market and any segments there are.
Estimate the size and value of the potential market.
Estimate the size abnd value of the (to be) served market.
4. ANALYSIS OF PRIMARY COMPETITORS:

In a table identify the main competitors and provide a brief summary of how each competes. For example, does the competitor use low-price, reliability, reputation, high quality or some other basis for positioning itself in the market?

5. To complete sections 3 and 4 you should do some MARKET RESEARCH, i.e. talk to people and gather some data to get some relevant information for your business idea. Briefly explain what you did and indicate the sources you have used.

6. Analyze the MARKETING ENVIRONMENT. The Marketing Environment is covered in a Powerpoint presentation provided for MOD01. Excluding any factors which are not important or which are analyzed in other sections (e.g. competition), analyze the other major Marketing Environment factors which need to be taken into account in the development of your marketing strategy, e.g.:

Political factors
Economic factors
Social factors
Legal or Governmental factors
Note that though the sections above are to be presented individually the analysis which underlies them is inter-related and you will probably have to think about yourself, the possible market, and potential and actual competitors at the same time, and to revise your thinking about them as you progress. Thus for instance for MOD01 you should expect to spend some time researching and thinking about your skills, the market and the competition together, before you can come to a conclusion about what service you will offer.

A set of notes giving guidance on each section of the SLP, and a Word document listing all the sections of the SLP for all modules are provided on the Background Info page. PLEASE READ BOTH BEFORE STARTING YOUR PROJECT.

As far as style of writing is concerned do not write an essay, you will waste a lot of space that way. Three pages is not a lot so you'll have to decide what you think is important to include. Use the text in CAPS above as section headings for each of the topics indicated and elsewhere use words in bold as sub-headings. What you write should be organized, succinct, and professional.

EXPECTATIONS

It is expected that you will explain the alternatives you considered and why you decided to make the recommendations you do. This is very important. Explaining the reasons for the decisions you have made and the analysis underlying them is a much more powerful way to demonstrate your learning than simply stating what those decisions are.

It is also expected that you will use information from the background readings as well as any good quality sources you can find to deepen your understanding of the project and cite all sources and provide a reference list at the end of the paper.

The following will be assessed in particular:

Your demonstrated understanding of the concepts used in the project. Generally formal definitions are not required as understanding can usually be demonstrated by the way you apply or interpret the concepts.
It is expected that you will select appropriate framework s for analysis from the teaching materials and demonstrate your understanding of them through your application of them to the project
Your ability to conduct marketing analysis appropriate to the project. Some sections above require simple description, (e.g. name and location) while others require analysis (the rest). Graders will place more weight on analysis than description.
The criteria used for assessment will be those explained on the MOD01 Home page, namely:

Focus.
Breadth.
Depth.
Critical thinking, including selections and application of relevant frameworks.
Effective and appropriate communication skills.


Background reading for assignment:

Christ, Paul (2011). Principles of Marketing. KnowThis.com..
Read the following chapters:

What is Marketing?
Managing Customers.
Consumer Buying Behavior.
Business Buying Behavior.
Targeting Markets.
Managing External Forces.
Planning and Strategy (Pp1-6 only).
Preparing a Market Study.
Available December 3, 2012, at http://www.knowthis.com/principles-of-marketing-tutorials/


Other Resources:

1. The course designer has prepared background materials for each module that can ve accessed through the presentations link at the top of each page.

2. An extensive glossary of marketing terms can be accessed at

Marketing Power Dictionary (2011). American Marketing Association.. Available December 3, 2012 at

http://www.marketingpower.com/_la

3. The following reference covers a range of marketing topics:

Marketing Made Simple. (n.d.). Available December 3, 2012 at.

http://www.marketing-made-simple.com/

What Affects the Marketing Environment


Reading Assignment
Berkowitz, Chapter 4, p. 125-157, Chapter 8 p. 264, Chapter 9 p.295-312, Chapter 10, p. 324-342
Assignment Type: Individual Project Points Possible: 50 Deliverable Length: 8-10 slides

Please upload as a PowerPoint presentation.

Answer the following:

The product life cycle refers to the stages a product goes through as it exists in the market from its first introduction to its final withdrawal. Name the 4 stages, describe each one, and give an example for each in regard to health care.
Vertical marketing systems can be defined as channels in which the intermediaries are integrated so their functions are performed at the most efficient place within the channel. Name the 3 common forms of vertical marketing systems, and give a brief description on each.
Although advertising has become more common in health care, it is still a tactic that generates concern and criticism. The Alliance for Health Care Strategy and Marketing developed a set of voluntary guidelines regarding the concerns and issues that should be considered in health care advertising. List the Health Care Advertising Guidelines.

B2B marketing
The Essay title is:
?Identify the major trends in the business-to-business marketing environment and critically analyse them, with special reference the UK market in Europe.?

Points to include:
1. Different trends with sub-heading (minimum 5 trends)

a. Social media
b. Globalization
c. Supply chain
d. Outsourcing
e. Green marketing
f. Data driven marketing

2. Introduction and conclusion

3. Use of graphs and statistics

4. Use minimum 20 Harvard references (minimum 4 referencing per trend)

5. Use 3 article per trend for referencing total 15 articles

ESSAY QUESTION (3000 Words):

Choose a British company (TESCOS), which you believe has achieved superior performance, as indicated by the competitive position, the financial performance (e.g. profit or sales growth), the brand strength, or the speed of international expansion. Be aware that the structure of firms (consolidations, subsidiaries etc.) sometimes makes performance issues difficult to gauge.

1. Collect data/information regarding this company from published material (online or otherwise).

2. Use RELEVANT concepts and models to:

1. Describe and critically analyse the marketing environment of this company;
2. Identify and critically evaluate the factors in the marketing mix that (in your opinion) have contributed to this superior performance and identify and discuss those factors in the marketing mix that are crucial for the long-term future success of this company.
_______________________________________________________________


Concepts and models:
-The Marketing Environment: Micro and Macro Environment - The Company, Suppliers, Marketing Intermediaries, Competitors, Publics, Customers (FOCUS on the elements (Actors) that are more important when looking at Tescos.

-PESTLe - Focus on the elements that significantly affect your company (Tescos). Do not write about all 6 elements of pestle

-SWOT Analysis
____________________________________________________________________


IMPORTANT: HARVARD REFERENCING REQUIRED. Well balanced referencing
Word limit: 3000 words (excluding reference lists/bibliographies and appendices).
Presentation of your essay, namely structure, layout, coherence, clarity, parsimony, readability, etc. is important.

How to do really, really well:
-Research firm
-Read (NB Marketing Mix)!
-Link theory to experience/observations
-Use evidence
-Be analytical and critical
-Be succinct
-Be interesting


ENGLISH Writer please. Can you ensure the language, grammar and sentence structure used throughout the essay is to the highest standard 70%+. Pheelyks or FreelanceWriter

Customer is requesting that (FreelanceWriter) completes this order.

Task

You are asked by an organisation to prepare a report on marketing for a skeptical client. The client is 'Bathurst Carbon Cutters' (BCC), who provide share bikes. The share bike concept involves a number of push bikes being placed around the Bathurst CBD and the University so that people can ride around town rather than drive. The concept is simple: a person becomes a member, gets a key, hires the bike via the internet site and rides instead of driving. However,the board of BCC think that marketing is detrimental to the environment and do not feel marketing can help in promoting the share bike concept.

Hence, before they go forward, they need you to explain marketing in a report. In the report you should:

* Briefly define the marketing concept and explain marketings evolution.

* Then explain how ethics, laws and corporate responsibility impact on marketing management.

* Also indicate how through the marketing environment marketing is governed by various forces.

Be careful to provide:

* Definitions of the relevant concepts

* Apply theory to the example provided in the question

* Reference your work (only one reference can be the text book or the study guide). Please reference in text using APA style and include a reference list (This is not included in the word count)

* Format in report style (i.e. use headings, subheadings, bullets)

Customer is requesting that (bolavens) completes this order.

ASSESSMENT AND PROJECT BRIEF

CONTEXT:
You work for Hype Marketing as a trainee account handler. Working as a member of an account team, you have been asked to produce a presentation with accompanying report about the Per Una brand at Marks & Spencer, which is a Hype client.

PROJECT BRIEF
Research its current target market, marketing mix (paying particular attention to advertising activity), store environment and competition. Make an analysis of factors that present opportunities or threats for the store.

This report will go to the client to be used as part of their marketing planning audit.

Assessment will be based on the attainment of the unit learning outcomes.
MINIMUM EVIDENCE
A report of 2,800 to 3000 words in A4, word-processed format including:
Analysis of a retail store environment
Marketing mix
Segmentation, targeting & positioning
External marketing environment
An appropriate range of marketing tools, concepts and theories to support your work
Visual presentation and analysis of current advertising activity
Primary and secondary research material
Accompanying diagrams and illustrative material

RESEARCH:
Regular reading of Marketing, Advertising and other fashion based journals and magazines

I ONLY NEED TO WRITE ABOUT 600-700 WORDS OF THE EXTERNAL MARKETING ENVIRNOMENT!!!!!!!!!!




There are faxes for this order.

Delvery Length: 800 words


The next step in understanding the marketplace is to research and understand the larger environment. Information is a powerful tool to help understand and adapt to changes quickly to retain competitive advantage. Companies often use a combination of primary and secondary data to research the marketing environment, competition, product and brand perceptions, and customer segments.

Define 1 marketing problem of your company.
List 1 possible solution to solve the marketing problem.
Analyze the current marketing environment of the company, noting trends, competitors, and stakeholders.
Do a competitive analysis using SWOT.

Select a country other than one in North America. This country is the basis for this assignment and subsequent Individual Assignments.

The Country would be Germany!!

Write a 1,050- to 1,400-word paper in which you compare and contrast marketing in your selected country and in the United States. In your comparison, analyze the marketing environments of each country including, but not limited to, cultural, political, legal, and economic influences.

You created a fictional start-up company entering a foreign (non U.S.) market with a good or service. Here you will continue to work on your marketing plan for the good or service the company is offering.


1.Provide a detailed description of your company. The description should include, at a minimum, the products name, trademark, color, shape, packaging, labeling, and any characteristics that you deem relevant.
2.Describe the companys target market in terms of its size, competitors, and the specific needs and wants of potential customers that your product or service is likely to satisfy.
3.Analyze the pricing strategy relative to the companys pricing objective, and internal and external factors that could affect the pricing of the companys goods or services.
4.Determine the distribution strategy in terms of your target market, location, and selection of distribution channels.
5.Outline the promotional strategy in relation to marketing objectives, advertising program, and public relations activity.

(TO WRITER EXCELLENCIO #2116387) WHOM HAD RECENTLY WROTE THE FIRST PART OF THE MARKETING PLAN ABOUT (ROYAL LINE CLOTHING). THIS TIME THE PAPER HAS TO CORRESPOND TO THE FIRST MARKETING PLAN. IF YOU NEED THE PAPER YOU WROTE I CAN ATTACH THE DOC BELOW.

Royal line clothing was founded five years ago by two Entrepreneurs, Nick Neumann and
Peter Jefferson. Nick is a holder of an undergraduate degree in marketing and has worked for a
long period in the retail clothing industry. Jefferson on the other hand owned an adventure
business but ended up selling this business to a person they were partnering with. Jefferson and
Nick have been good friends from college and they decided to come up with a market line of
clothing, which was unique, and at the same time having an appeal to outdoor enthusiasts. Royal
line clothing is a reflection of the passion for outdoors that Nick and Jefferson hold. The
company produces original T-shirts, fleece jackets, baseball caps and vests all with logos of
different sports such as cycling, mountain climbing, horse riding, skating and so on. However
each and every one of their items shows off the slogan of the company, which is Go play
outside. Royal line sells clothes for both men and women in very nice colors such as sunset red,
desert rose, sunrise pink and so on ( Lavinsky, 2012).
Currently royal line clothes are carried by small retail outlets, which specialize in outdoor
clothes and gear. Most of these stores are in California and a few states in the south. The high
quality and trendy clothes available in royal line have gained the company a following from
consumers who are between the ages of 25 and 45. Their sales have gone up in the last year and
they are now working towards the expansion of the manufacturing capabilities of the company.
This plan will give an outline of how Royal line intends to introduce new products, expand their
distribution and finally venture into new markets.

ROYAL LINE CLOTHING MARKETING PLAN
3
The companys mission is to the leading producer and manufacturer of casual,
personalized clothing for those consumers who love outdoor activities. The company intends to
inspire people to get out more often and enjoy themselves with their families and friends. The
company aims at using its core competencies to achieve a competitive advantage which is
sustainable whereby competitors will not be able to provide the same value for the consumers as
Royal line does. The core competencies that Royal line has already developed include; offering
products that are of high quality and their image recognized among consumers, creating a sense
of community among those consumers that purchase the product and finally developing a
reputation among the retailers as a manufacturer that is reliable and delivers the requested
products on time. The intention of the company is building on these competencies through the
marketing efforts which will expand their markets ( Lavinsky, 2012).
Situation analysis
The marketing environment for royal line represents very many opportunities. However it
also contains some challenges which the company has a strong belief it can be able to meet
successfully. SWOT analysis is important as it helps in presenting a thumbnail sketch of the
position of the company within the market place. In the five years Royal line has been in
operation it has built some strength and at the same time looking forward to new opportunities. It
has dedicated founders, growing number of customers who are loyal to the brand and a sound
financial management all have placed the company in a good position to grow and expand into
new markets. However as royal line looks at expanding the line of products and venture into new
markets the company will have to make sure that they guard themselves against market myopia
which means failing to recognize its business scope and also quality compromises. As the
company cements on its plans of new products and expansion of internet sales the management

ROYAL LINE CLOTHING MARKETING PLAN
4
have to ensure that they protect the company against competitors who attempt to make copies of
their products. However, strong relationship building with retailers, competitors and suppliers
will ensure that their competitors are thwarted.
The table below shows the strengths, weaknesses, opportunities and threats of Royal line
clothing
Strengths
1.Royal line has dedicated founders who
understand the target market and product
2.Royalne has been able to achieve quick
acceptance in several markets
3.Company as little debt and very huge
potential for growth
4.The company works with only one
manufacturer therefore there is maximum
quality control
Weaknesses
1.the founders of the company might loose
sight of the potential scope of the business
2.limited number of country are familiar with
the Royal line brand
3.the company has a limited h flow
4.the company only relies on one manufacturer
who will limit the production capacity in the
event of an expansion
Opportunities
1.the companys loyal customers are likely to
buy new products
2.There are existing gaps in the market which
can be filled with the new products
3.Royal line has a chance of expansion across
the U.S.A and into new markets
Threats
1.Consumers might get tired of this concept
and hence they need to keep it fresh
2.There are large competitors like Timberland
that might end up soaking launching similar
product lines
3.clothing sales nationwide have been flat in

ROYAL LINE CLOTHING MARKETING PLAN
5
4.The company can reach more consumers
through the website
the past few years
4.Relationships with retailers might deteriorate
if there is belief that they might be facing
internal competition in terms of internet sales.
Marketing objectives
The companys marketing objectives include; to enter new geographical markets which
include countries outside the United States. Another marketing objective is to ensure that the
company reaches its potential customers in the most effective way possible. As seen, the
customers of Royal line clothing are mostly aged between 25 and 45 years. These customers are
re likely to be reached through internet sites since the world today revolves around the internet.
Therefore, the company should ensure that another marketing objective is to develop successful
internet sites where they will sell their products at the same time maintaining a strong
relationship with their retailers. With this then the company will be sure that they will reach the
target market effectively.
Target market
The marketing goals of royal line clothing are all about ensuring that the products reach
the target market. The target market of royal line clothing is active consumers who are aged
between 25 and 45 years. These are people who like rock climbing, hiking, in-line skate,
snowboard or ski and other activities.in short these people like to go play outside. It is not
necessary that tey are experts in these sports which they take part in but they actually enjoy the

ROYAL LINE CLOTHING MARKETING PLAN
6
outdoor activities. These active consumers also represent a demographic group of people who are
well educated and successful, they are either married or single or raising families. They generally
have fairly high incomes but they still are conscious of prices and seek a value for whatever they
purchase. Regardless of their ages they lead lives that have active lifestyles.in order to reach this
target market effectively the company as to ensure that he use the marketing mix effectively.
Marketing mix
Royal line will use several strategies involved in a marketing mix so as to reach the target
market. One of these strategies is product strategy whereby Royal line will offer to the target
market aline of high quality outdoor clothes such as T-shirts, jackets, fleece vests and so on.
These will be available in most popular colors that will be appealing to the target market. Within
the next five years the company will ensure that it expands its line of products where they will
include clothing items which are customized. Customers might select a logo which represents
their sport for instance hiking the company can then add a slogan which will match with this
logo such as Get over it. Eventually there are some slogans and logos which might be retired
while other new ones introduced to replace them. This strategy will ensure that the concept is
kept fresh and not diluted from many variations ( Lavinsky, 2012).
The other strategy is distribution strategy whereby the company will have to come up
with new ideas of distributing the products. Currently the products are marketed in shops which
re scattered all over Carliforia.so far they have not distributed the products through national
sporting goods chains. The company will ensure that they expand on their online sales through
offering customized product line through the internet only.

ROYAL LINE CLOTHING MARKETING PLAN
7
Royal line communicates to its retailers and consumers in various ways such as direct
mailing, internet and in person. As the distribution expands the company will have to make
adjustments in order to meet the increasing demand through various Promotional strategies. They
will have to increase their sales stuff and aggressively promote the products through the internet.
Finally the company will use pricing strategy whereby they will offer their products at
affordable rates. The companys products are priced bearing in mind the existing competition.
The company is not concerned with coming up with prices which are too high or too low. Value
pricing is normally employed in order for e customers to feel comfortable when they are buying
products from the company

***REQUEST WRITER/
***BRANDED PRODUCT: FORD MUSTANG

Continue to work on the SWOT Marketing Analysis for your branded product (good or service).

For this aspect of your SLP you're going to try a mini research project. It won't be scientific but you'll get to experience the joys and frustrations of talking to real customers.

(1) Find at least 3 people who will talk to you easily, such as friends, and/or family members. Each person should be an actual or potential buyer of a product in the product category you chose in Module 1. For instance, women buy handbags (and men buy them as gifts for women). Pet owners buy pet food. So if you are writing about Fancy Feast Cat Food, talk to at least 3 cat owners.



(2) Ask each person these questions:

When was the last time you bought (fill in the blank ? eg ?cat food?) ...
What brand did you choose? What was your decision process in making this choice?
How would you describe this brand's personality? [If the brand were a person, who would it be? You might also ask, "If the brand were an animal, what would it be and why?" You can substitute for "animal' any other category, such as tree, flower, famous movie star... use your imagination!]
Suppose this brand appeared on a totally different product. For instance, imagine if KIA motors decided to offer computers. Or imagine if Fancy Feast created dog food or pet supplies. What is your reaction?


(3) Under Marketing Research summarize what you did in a paragraph or two. How many people did you talk to? Briefly summarize how each person responded.



(4) The major part of your assignment involves interpreting these answers. In the Marketing Research section, do not just transcribe the responses you obtained in dialogue form. Interpret their answers to the 4 questions with reference to the background readings: For instance, you might say, "The answers of Person A and B confirmed what Smith (2011) proposes; however, the answer from C seems to be different. I believe these differences may be due to ..."

Identify common themes among the responses. If your respondents seemed to offer widely divergent answers, explain why (using good logic and reasoning, with reference to the background).
Review the discussion of decision-making in the background readings for Module 1. One source is
http://www.consumerpsychologist.com/cb_Decision_Making.html
Explain whether the consumers you interviewed seemed to follow decision processes that resembled those discussed in the reading.
How did these consumers balance the "should" vs. "want" factors? Refer to
http://hbr.org/2008/07/tap-consumers-desire-for-shoulds/ar/1
What did you learn from the experience of asking questions (a) about marketing and (b) about the way consumers respond to your product/brand?


(5) Under Strategies/Product and Marketing Environment/Buyer Decision-Making and Behavior, with proper reference to what you placed under Marketing Research indicate the Strengths, Weaknesses, Opportunities, and/or Threats to the financial future of your product that you learned from your research.

Expectations with regard to your References and your Defense of Your Position on the Financial Future for your Branded Product.
Use the appropriate lines in the outline shown in SLP5 as titles and place the facts you find about your branded product under the appropriate titles (that is, in the appropriate sections).

Explain clearly and logically how the facts you find about your branded product are product Strengths, Weaknesses, Opportunities, and/or Threats. Support those opinions as to why each fact is a Strength, Weakness, Opportunity, and/or Threat by using the required readings to support your positions on the issues. Do not repeat or quote definitions. Your use of the required readings to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented in those required readings.

Paraphrase the facts you find into your own words and ideas. In other words, use quotes sparingly. And, as a rule of thumb, quotes, if absolutely necessary, should be not much longer than 5 words.

When writing an academically-oriented paper of this type, it is understood that much of the information you uncover will be facts about the branded product. Even if you paraphrase those facts, you should cite in your text the source for those facts and link those citations to references at the end of your paper. If, in your SLP, you refer to information obtained from talking with an owner/manager, you should cite what that manager tells you.

***USE THESE HEADINGS:

As indicated above, your goal for SLP5 is put the information you gathered and reported for SLPs 1 through 4 and what you gather for the remaining sections into a complete SWOT analysis for the product/brand you studied in SLPs 1 through 4. Your SWOT analysis should use the following topics as headings.
Product/Brand Analyzed
It is expected that you will state the name of product/brand you are analyzing and state the name of the company that owns that product/brand.

Financials:
1. Sales ($?s and % of the sales of all the products of the division of the company that owns the product/brand).
2. Costs ($?s)
3. Contribution to Overhead and Profit (Sales ? Costs in $?s and % of the contribution of all the products of the division of the company that owns the product/brand).
4. Investment needed to generate Sales (Turnover Ratio = Sales / Investment)
5. Margin earned on Sales (Contribution to Overhead and Profit = Margin (or Overhead and Profit] / Sales
6. Return on Investment (Turnover x Margin)
7. Market Share
It is expected that you will uncover and report information on the recent (e.g. over the last 5 to 10 year) financial performance of your product/brand. Since some of the financial information at the product/brand level is proprietary, it is expected that you will be able to report some, but not all, of the above financials.

Summary:
1. Major Strengths of the Product/Brand
2. Major Weaknesses of the Product/Brand
3. Major Opportunities faced by the Product/Brand
4. Major Threats faced by the Product/Brand
It is expected that you will present what you feel are the major strengths and weaknesses of the product/brand with your justification of why, out of all its strengths and weaknesses, you picked those strengths and weaknesses. Similarly, it is expected that you will present what you feel are the major opportunities and threats faced by the product/brand with your justification of why, out of all the opportunities and threats the product/brand faces, you picked those opportunities and threats.


Marketing Environments
1. Competition (Current)
2. Competition (Future) - Substitutes
3. Buyer Decision-Making and Behavior
4. Economy
5. Financing
6. Personnel
7. Politics ? Government ? Legislative ? Legal - Barriers to Market Entry
8. Socio-Cultural
9. Suppliers
10. Technology
It is expected that you will present how each of the above environmental factors poses a threat to the financial future of the product/brand and/or is not a threat because of the strength of the product/brand. It is also expected that you will present how each of the above environmental factors poses an opportunity to strengthen the financial future of the product/brand.

Strategies
1. Marketing
2. Market Segmentation
3. Target Marketing
4. Mass Marketing
5. Mass Customization
6. Product
7. Promotion
8. Distribution
9. Pricing
It is expected that you will present how each of the above strategic factors poses a threat to the financial future of the product/brand and/or is not a threat because of the strength of the product/brand. It is also expected that you will present how each of the above strategic factors poses an opportunity to strengthen the financial future of the product/brand.

Marketing Research
It is expected that you will present the primary marketing research you conducted as part of your SWOT marketing analysis is this section.

Students are required to complete an individual essay during the course.
The essay topic is as follows:
In a globalised and highly competitive world successful marketing is not so much about the product and the influence of the marketing mix but rather its about the service encounter. This is encapsulated by the view that customers dont buy products they buy solutions. Discuss

This is an essay based on scholarly journal article research and theory. You must support your answer with a minimum of 6 peer reviewed journal articles. You are not required to include practical examples in this essay. The essay word limit is 2,000 words. This word limit is a strict one and exceeding it will lead to penalty. You may use sub-headings throughout your essay to structure it.

It is expected that you would have:
? A minimum of 6 scholarly journal articles ??" failure to use a minimum of scholarly journal articles in your essay will result in an automatic Fail Grade for this assessment. You can check if you article is peer reviewed by going to the Ulrich Database through the Library website.
It is insufficient to rely on your textbook to answer the essay. As you will be reviewing many published works it is important that you correctly reference and acknowledge all sources, both in-text and in your reference list using the Harvard Author-Date referencing convention. Tips on how to write and reference an academic essay are outlined in Appendix C. See a document called Assessment criteria on unit website for marking criteria and marker expectations.
Your essay must be submitted online VIA iLearn for MKTG101: Submit softcopy to the plagiarism detection system Turnitin VIA iLearn before the
deadline.
If you do not submit to then your essay may not be marked. Please make sure that you are submitting to the correct dropbox.
LATE PENALTY: No extensions will be granted. Students who have not submitted the essay task prior to the deadline will be awarded a mark of 0 (zero) for the task, except for cases in which an application for special consideration is made and approved.
8
Please note the following:
? A University assignment cover sheet/plagiarism declaration must be included. You do not need to submit a hard copy of your essay with this form.
? Your soft copy essay must include a title Page with full official student name (last name in CAPITALS), student ID number. It must also include your reference list. Please name your file as follows: Surname_SID_Tutor_Final Essay.doc
? Any essay not submitted to Turnitin will not be marked and will receive a ZERO GRADE.
? Essays will be marked and your grades will be available as soon as practicable after submission. An announcement will be made on iLearn when assignments have been marked.
? For marker expectations, see a document called Assessment criteria on ilearn website for more details.
Plagiarism Detection Software Use in Unit
It is the University's task to encourage ethical scholarship and to inform students and staff about the institutional standards of academic behaviour expected of them in learning, teaching and research. Students have a responsibility to maintain the highest standards of academic integrity in their work. Students must ensure they do not plagiarise. Plagiarism and the consequences of plagiarizing are discussed in section 10. In order to detect evidence of plagiarism in students work, this Unit utilizes the plagiarism detection software Turnitin. You must upload a soft copy of your essay to the appropriate section of Turnitin (through iLearn: http://ilearn.mq.edu.au),
PLEASE NOTE: TURNITIN cross checks your essay against: websites, journal articles, books, and other student papers worldwide. Do not fall in to the trap of believing that you will get away with plagiarizing other authors work.

Assessment and Feedback Marking Guide
Primary Learning Outcomes: ? Critically analyse, discuss, and evaluate the literature on marketing topics in relation to the relevant
theories ? Demonstrate use of written skills to integrate key marketing theoretic concepts and to create a
coherent and theoretically rigorous argument ? Use secondary research skills to collect, collate and integrate scholarly peer reviewed journal opinion
on applied marketing topics
Secondary Learning Outcomes: ? Outline the scope of marketing and recognise marketing as an organisation-wide philosophy ? Appreciate the role of marketing in business and understand that marketing begins and ends with
the customer ? Assess the marketing environment and understand its impact upon key theoretic marketing
principles including product, pricing, place and promotion ? Apply marketing techniques and theories to develop creative solutions to marketing problems
The student demonstrates the competencies in Distinction standard and in addition demonstrates;
? Insightful and comprehensive identification and discussion of key scholarly literature concerning the specialist marketing topic. Advanced understanding of the relevant marketing theory leading to defensible generalizations.
? Demonstrates capacity to use new insights to critically appraise literature, ideas and arguments, draws well-supported conclusions, and applies relevant theory.
? Uses creative examples, possible extensions, and applications of theory.
? The work has been written, referenced and presented to an exemplary academic standard, and presents a compelling and effective argument/discussion.

There's a sample marketing plan in our text that she wants us to follow. This is the outline:
I. Executive Summary
II. Environmental Analysis
A. The Marketing Environment
1. Competitive Forces
2. Economic Forces
3. Political Forces
4. Legal and Regulatory Forces
5. Technological Forces
6. Sociocultural Forces
B. Target Markets
C. Current marketing Objectives and Performance
III. SWOT Analysis
IV. Marketing Objectives
V. Marketing Strategies
A. Target Markets
B. Marketing Mix
VI. Marketing Implementation
A. Marketing Organization
B. Activities, Responsibility, and Timetables for Completion
VII. Evaluation and Control
In addition to this outline, the following information must be included in the paper:
Sales forecast
Market potential
Market share
Competitive structure
Fixed and variable cost
Contribution per unit
Break even
Cash flow requirements
Expected ROI
I have to submit my paper to turnitin.com to check for originality. I can only have 15% of unoriginal content.
Thank you for your help.

Assignment Outline:

You are applying for a marketing manager?s role in a company that publishes a local newspaper. The company are planning to launch a new publication ?IPPY?; this is based on marketing research that has shown that newspaper readership is in decline and readers are now ?time poor?.

This publication is going to be a much smaller size (A4) and the news will be condensed and succinct.

You have been asked to provide a 2500 word marketing plan focusing on the following areas

? The roles of both strategic and operational marketing plans, within the context of the organisation?s objectives and the broader marketing environment.
? Identify at least three consumer and two organisational segments which you recommend IPPY should target with its new publication.
? What facilities and features would add support to improve the product it offers to these segments?
? How can the Organisation ensure it is "accessible" to would-be customers, especially by the use of electronic means? (This includes accessing on-line etc).
? What are the implications of "place" for the publication in the marketing mix?
? Make recommendations for a pricing strategy ? bearing in mind different segments
? Suggest appropriate promotional and communications activity for the forthcoming 2 years.
? How should the marketing effort differ between the individual segments

Please submit your written work in the following format:
? word processed, 12 pt.type-size, Times Roman or Arial
? leave page margins of at least 3 cms

EXAM QUESTIONS

1.Discuss the similarities and differences of domestic marketing, international marketing and global marketing

2.Identify and discuss some of the unique strategies used successful multinational corporations in the international marketing environment.

3. Identify and discuss the external variables that influences and affect the success of international marketers.

4. Identfy and discuss methods that can be used as entry strategies into international markets.

5. What are the advantages of standardizing products in the global market place?

prepare a wrriten report not to exceed 5 double spaced pages.
Topics to apply to the product include:
+marketing environment
+marketing segmentation
+targeting
+CB behavior/involvement
+product positioning
+4ps-marketiong mix
product
price
place
promotion

ASSIGNMENT 2 Marketing Strategies

DUE DATE MAR 11 Wednesday 19th August, 2009
Value: 30%
Length: 3000 words +/-10%(provide a word count on your cover sheet any spot)
Format: Structured-essay format formal language in third person, no I first person

This assignment follows on from the 1st assignment. In the first assignment you undertook a situation analysis to identify trends that would have a significant impact upon your marketing strategy. You will now use these trends to help you segment and target the market, and set marketing objectives. These trends will also help you position the product using the marketing mix.
Section 1: Introduction
To refresh the markers memory, identify the product (must be a breakfast cereal) you used for the first assignment and briefly summarise the major trends you identified for the firm from the 6 macro-environments (this should take no more than 100 words). Also outline the purpose of this essay.
Section 1
No marks have been allocated to this section. Its purpose is to simply provide the marker with the necessary background information for the following sections.
Section 2: Target market
Identify a target market for the organisation. In order to satisfy customers, organisations need to know customer characteristics and needs. Describe the characteristics of the target market using segmentation variables. Dedicate approximately 500 words to this section. What are the definitions of each segmentation variable? How do these segmentation variables apply / fit your target market? Marketers use this information to describe the target group, so avoid the use of just age in demographic, what of the family life cycle stage of your target group or occupation ? for example.

Section 2: Target Market (4 marks)
Use and define at least one segmentation variable from each of the four categories (demographic, behavioural, psychographic and geographical) in order to define and explain the target market. You will be Awarded 1 mark for each of the four categories used well.
Section 3: Setting marketing objectives for your organisation
Having identified the target market and the trends facing the organisation you are ready to identify the organisations marketing objectives. This means the objectives should relate to marketing goals such as consumer awareness, market share, targeting a specific segment, utilising a new distribution channel etc. As a rule-of-thumb each trend should translate into a marketing objective (e.g. for a fast food chain, the trend towards healthier diets suggests introducing a healthier menu as a marketing objective for the product strategy). But to make things easier, just identify the four major MARKETING objectives. Dedicate approximately 200 words to this section. Number each of the four objectives. Nb. Do these last if you like so that the objectives match your strategies.
Section 3: Marketing Objectives (4 marks)
The key criteria are that you provide four marketing objectives, that are S.M.A.R.T (e.g. Specific (for example is it sales, consumer awareness, new distribution channel online, market share, specific target teens, seniors, etc.,) Measurable (in terms of percentage, market share etc., Achievable (must be realistic), Relevant (relevant to your trend macro analysis, target market, product offering etc., and Time-bound plan within the next two years to capture the organic market by 10% from introduction, 6 months to raise consumer awareness through extensive media communication etc.,) and that some at least are linked to the analysis of the macro-environment and/or the target market.
Section 4: The marketing mix
Having identified the target market, you now need to devise a marketing-mix. Remember market planning is a process, so your marketing mix should be specifically designed in response to your situation analysis, target markets needs and marketing objectives. Product, Price, Place and Promotion have to be defined, discussed and stated in this order, use each P as a heading for each section. Dedicate approximately 2000 words to this section.
Section 4: Marketing Mix (16 marks)
In this section you must position the product using either the 4Ps (for a product) or the 7Ps (if we were marketing a service, but we are Not so just the 4Ps). As a general guide and criteria, each marketing mix element should;
? Specifically take into account the characteristics of the target market;
? Be consistent with the other elements of the mix (e.g. a higher price should be used when the product strategy emphasises high quality);
? Make occasional use of macro-environmental trends from assignment #1 to justify the strategy (e.g. the social trend towards environmental concern would support a product strategy, that uses re-cycled packaging, and promotes these important attributes on the label).

a. Product Strategy define and reference source (nb you need to do this with all 4Ps) Key discussion topics here include;
What are the 3 components of the Product? Identify these, why are they important and apply to own product?
What is product classification? How are decisions made on the products category or classification? Apply to own product, what is the products classification and why justify it?
What is Product Positioning and the basis of the application to your own product?
Other (e.g. branding decisions, labelling etc about your product but keep it very brief, not overly descriptive, perhaps more on why is branding important)

b. Price Strategy - Key discussion topics here include;
What is the definition of pricing strategy? Why important?
What are the different methods of pricing? What are some of the pros and cons / advantages and disadvantages of these Apply to own what method will be used(e.g. is the price based on cost-factors, benefits, competition etc);
Will a skimming or penetration strategy be used?
Will the firm be competing on price or non-price factors?

c. Place Strategy Key discussions here include:
? What is the definition of place strategy? Why is place strategy important? Where is the business located and why?
What method is being used (eg store retailing, Internet, intermediaries, etc); Discuss intermediaries 3 types apply one to own organisation and justify choice.
What are the different distribution channels? Apply the chosen distribution channel to own product and justify the decision.
(must be linked and consistent with the product classification and price strategies)

d. Promotion Strategy - Key discussions here include:
What is Promotion Strategy? What is IMC? What are the aims or goals of IMC? Why is IMC important? What is the IMC budget approach to be adopted and why?
What is the Method of communication and persuasion to the target market
Advertising, personal selling, direct marketing, online etc., keep it brief not overly descriptive, more what advantages of these methods, links to macro analysis and why these methods important (based on research if possible)
Distinguish between Push Strategy and Pull Strategy, which applies to own strategy and why? Justify and should be consistent with other Ps.
Section 5: Conclusion
A concise 200 word summary of Sections 2 through 4. This is not an editorial commentary, but an actual wrap-up of major points of your essay.

Presentation and Process (6 marks)
A total of 6 marks will also be awarded to presentation factors (e.g. spelling, sentence structure, referencing format, Reference List format etc) and illustration of an understanding that the various components of the marketing plan are inter-related (e.g. the product strategy is based upon trends identified in the analysis of the macro-environment).
Use paragraphs also Headings and Sub-headings; this will assist with the structure and flow of your essay, be guided by the requirements of each section. Go over the Q Manual and referencing requirements, include a separate reference page of all the references sited in your essay.

Mark allocation
Target market 4 marks
Marketing objectives 4 marks
Marketing mix 16 marks
Meets the crteria and illustrates understanding that market planning is a process (e.g. the strategies in section 4 are based on input from Assignment 1 and sections 2 and 3) 6 marks

See Criteria Sheet: This will help guide you in terms of what the marker is looking for in your assignment submission





Copy of assignment one submitted below



Assignment 1: Analysing Marketing Opportunities


Introduction

Healthy Co. Pty Ltd is a food processing organisation located in Queensland, Australia. Initial research has developed the Nutri-Mix breakfast cereal based on nutrition and healthy life choices for the Australian market. The product serves as a healthy alternative to high calorie breakfast options today on the market, emphasising the benefit of nutritional content, value and well-being.

The purpose of this task is to examine the six macro-environments which will then be analysed for the marketing team to plan a strategy for a specific target market. Marketing is defined as an organisational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships that benefit the organisation and its stakeholders (Kotler, Brown, Adam, Burton & Armstrong, 2007). The marketing managerial process involves the research and examination of the macro-environment. After analysis, strategic planning and planning marketing strategies are undertaken and finally, the implementation of these marketing strategies completes the initial process.


Analysing the macro-environment

The Macro-environment consists of six major forces which include demographic, economic, natural, technological, political and cultural environments. These all pose threats and shape opportunities that must be closely monitored by an organisation for successful strategies to be planned, organised, controlled and implemented. The capacity of organisations to analyse and adjust their present marketing structures and operations, that is, the ways in which they re-organise and adapt exchange relationships with customers and other connected stakeholders within the marketing environment, is crucial to long-term survival (Andersson, 2000).
Demographic Environment

Demography is the study of human population in terms of size, density, location, age, sex, race, occupation and other statistics. It is of major interest to markets as it is about people and people make up markets. Demography takes into account the changing age structure, the changing family, geographic shifts in population, the levels of education and the increasing diversity of ethnicity (Kotler et al., 2007).

According to the Australian Government Intergenerational Report (IGR, 2004), the estimated proportion of population above 65 years of age from the total population will almost double in the next 40 years to 25%. In the same time the proportion of working population from the total population is going to decrease, implying a smaller taxation base for the government income tax. Two aspects are likely to be noticed in the future. On one hand, the aged and health care spending will increase as more senior people will need care, which in turn will force the government to be more creative regarding preventive health measures, such as nutrition. For a potential investor in food products this could suggest that the focus should be on healthy products, rather than non-nutritional sugar based ones, targeting the Baby Boomers (Australians born between 1946 and 1961).

Women account for doing two thirds of the household duties today (ABS, 2009),
which is less than they used to in generations gone. According to the same statistics,
women are more accustom to indoor house work and men to outdoor ones, but the
trend is slowly reverting towards a balance of the two types of duties. Bearing this in
mind a potential investor should assume that most breakfast cereals are likely to be
purchased or put on the shopping list by a female, rather than a male so market
research, aiming breakfast cereals content and appeal, should be focused more
from a females perspective.







Economic Environment

The economic environment typically consists of factors that influence consumer buying power and spending patterns. Marketing plans should consider major trends in income and of changing consumer spending patterns when developing new products or plans for a target market (Kotler et al., 2007).

Australias Gross Domestic Product (GDP) in power purchase prices (PPP) was $795 billion, with a GDP/capita of $37,298 and a GDP/capita growth of roughly 3% in 2008 (IMF, 2009). Many Australian cities have been rated by The Economist magazine (2008) among the most liveable in the world. Thus, Melbourne was ranked the 2nd, Perth the 4th, the Adelaide 7th and Sydney the 9th. It also ranked Australia 6th in the world in terms of quality of life for 2005 (The Economist, 2005).

The current economic situation of general crisis has impacted on Australia as it did on most developed economies. IMF (2009) estimated that the global financial crisis would contract Australias economic growth by 1.4% in 2009, whereas the world economy is expected to contract by 2.8%. The same source estimates unemployment to rise from 4.4% in 2007 and 4.2% in 2008 to 6.8% in 2009 and 7.8% in 2010. However, by later this year, the economy is expected to increase by 0.6%, hence entering its recovery period.

The economic indicators for Australia characterise a mature, strong and stable economy that fosters a healthy business environment. However, given its maturity and development, it is expected for potential start-up investors in any industry (e.g. breakfast cereal) to face strong competition from already established brands. Furthermore, consumer confidence appears stable, given the strength of the Australian market suggesting the launch of a new breakfast cereal would co-inside with the recovering economy.




Natural Environment

The Natural environment involves natural resources that are either used by marketers as inputs or that are affected by marketing activities. Factors such as shortages of certain raw materials, increased energy costs, increased pollution levels, and increasing government intervention in natural-resource management will all impact upon an organization (Kotler et al., 2007).

Most of Australia is dessert or semi-arid. Nevertheless, wheat, the major crop in Australia had 12.2 million hectares planted in 2007. Drought has a major impact on crops outcome. Thus, in 2005-2006 the wheat production reached 25 million tonnes, whereas in 2006/2007 the wheat production was estimated at 12.7 million tonnes. (DAFF, 09). For a potential breakfast cereal investor, this translates into an inconsistent source of raw materials or with a highly volatile price, which suggests the possible need for sourcing an import supplier which could compromise an ethical approach to marketing an Australian made and owned product.

Alternatively, national recognition that Global Warming is an issue that must be addressed is likely to result in increasing pressure on organisations to reduce pollution and emissions (Kotler et al., 2007). By acknowledging the need to protect and clean our natural environment, marketers may see consumers doing more business with ecologically responsible organisations and avoiding those who are not. Environmentally friendly products would provide an additional basis for a strong marketing campaign.

Technological Environment

The technological environment entails forces that affect new technologies, creating new products and market opportunities (Kotler et al., 2007). This environment is recognised as the most influential force now shaping organizational marketing concepts. However, despite the trend towards rapid technological change and generous resource allocation, most firms continue to focus on copying competitors products. While the increased in technological change has resulted in greater regulation which in turn has increased research and development costs, longer lead tmes between idea conception, market introduction and technological development, has allowed organisations to seek alternative means of competitive advantage other than quality and price. Technology can also represent a serious threat to many organisations such as the music industry where music copying has become common practice (Kotler et al., 2007).

Being one of the most developed economies in the world, Australia possess a level of advanced technologic environments, which translate into fast/automated food producing processes, logistics and marketing. A potential investor in the breakfast cereal industry should be prepared to commit a substantial quantity of resources to get to a technological level similar to competitors.

The Internet now represents an important place of strategy for many firms. There has been significant growth in Australia's access to/use of the Internet between 2001 and 2006. In 2001, 35% of Australian dwellings had access to the Internet in the week prior to the Census date. By 2006, 63% of Dwellings had access to the Internet
(ABS, 2006). The Trend for an increase in the usage of the internet in Australian households would indicate further opportunities for the marketing and exposure of a new cereal product.

Political Environment

The Political environment consists of laws, government agencies and pressure groups that influence and limit organisations and individuals in society. Legislation regulating business and an increased emphasis on ethics and socially responsible actions have all impacted on the strategies and direction of organisations (Kotler et al., 2007).

General food safety requirements refer to the health and hygiene of the food handlers, their food handling skills and knowledge, the control parameters for receipt, storage, processing, display, packaging, transportation, disposal and recall of food. Food safety is considered essential and the standards are even higher for vulnerable persons or persons with special nutrition needs (e.g. diabetes). Food Standards Australia is continually monitoring and updating the standards of food production. More recently the standards for the amount of thiamin and folic acid as well as the use of iodised salt in cereal and bread production have been introduced (Food Standards Australia, 2009). Therefore, the required investment in food safety measures and maintenance in proper conditions of a production facility is substantial, such a business being not only costly, but essential for a customer relationship of trust in quality and safety to be established and maintained.

The Parents Jury, an online network of parents, grandparents and guardians in Australia has started to attract more and more attention and therefore gain increased lobbying power. This networks goal is to improve the food and physical activity environment of Australian children. Nowadays, some of their main discussion issues concern the extent to which the food products are healthy for their children, adults and people with special nutrition needs. This pressure group could be an advocate for a healthy cereal opportunity.

Cultural (social) Environment

The Cultural environment consists of institutions and other forces that affect societys basic values, perceptions, preferences and behaviours. People grow up in a particular society which shapes their basic values and beliefs. Marketing decisions are affected by cultural characteristics such as, persistence of cultural values, subcultures, shifts in secondary cultural values and responding to the marketing environment (Kotler et al., 2007).

The Australian food shopping and eating trends have a strong impact on competition in the food market. Recent trends show that the proportion of eating away from home compared to that of eating of home is continually increasing and is well in excess of grocery food sales (DAFF, 2006). On one hand this is justified by the increasing involvement of women in the labour market, from 48% in 1992 to 55% in 2006, which reduces the time spent home cooking and on the other hand it is a normal evolution given by technological advancement, which changes lifestyle choices (ABS, 2009). Breakfast however, is likely to continue to be a meal taken home, but the emphasis is on the time needed on preparing the meals, which has to be as short as possible. Also, for busier people there could be an option to have breakfast cereals away from home, so a potential new breakfast cereal product could try to attract professional clients as well as domestic consumers.

Additionally, Australia is facing a major obesity problem, which is more prevalent among children due to sugary, low-nutritional food content. Between 1985 and 1995 the child obesity rate grew almost 50% in both genders (Parliament of Australia, 2006). A Social Responsibility is to be exercised regarding the quality of food products given to children.

Finally, the concern for synthetic food products and materials is increasing as well, leading to an increased demand for organic/bio options in all types of products, cereals included. The need for natural crops as raw material is likely to increase, given that the demand for organic breakfast cereal products will increase. The production of packaging via biodegradable or recycled materials would also be attuned to cultural trends. In March 1996, 91% of Australian households said they practiced some form of waste recycling and/or reuse activity. By March 2006, almost all households (99%) reported that they recycled and/or reused. (ABS, 2007).


Conclusion

The analysis indicates a challenging market entry and growth scenario due to the strong competition of already established companies. Moreover, the volatility of raw material supply due to natural factors and the low raw material prices in neighbouring countries implies that the logistic would include imports and therefore it would be a complex system. Regulatory issues, when addressed, would provide a potential target market to an insight into the quality of the product, as well as the social responsiveness to societal trends, of the organisation.

Additionally, the Australian consumers are changing their habits towards healthier eating due to increased awareness on issues such as obesity and poor nutrition from as early as childhood. Also, the organic and bio products mania is increasing concern about healthy eating and packaging as well, which creates favourable conditions for a product addressing these environmental concerns. A healthy-eating breakfast cereal would also have the support of authorities and pressure groups, who are significantly worried about the poor eating habits of current and future Australian generations. Nutri-Mix could be a successful concept if targeted to an ageing health conscience market.


References
Andersson, P. (2000). Studies on Industrial Marketing Change Processes
Emerald Group Publishing Limited (9) 51-117.

Australian Bureau of Statistics (ABS). 2009. More de Facto Relationships, Women Still do Most Housework, More Energy use at Home. ABS (Media Release) - Australian Social Trends: Retrieved June 26, 2009, from
http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features40March%202009

Australian Bureau of Statistics (ABS). 2006. Patterns of internet access in Australia, 2006. Retrieved June 20, 2009, from
http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/8146.0.55.001Main+Features12006?OpenDocument

Australian Bureau of Statistics (ABS). 2007. Australia's Environment: Issues and Trends: Retrieved June 28, 2009, from
http://www.abs.gov.au/Ausstats/[email protected]/0/82D6EAD861A050C9CA2573C600103EA1?opendocument

Australian Government Intergenerational Report (IGR). (2004). Australias Demographic Challenges: Retrieved June 25, 2009, from
http://demographics.treasury.gov.au/content/_download/australias_demographic_challenges/html/adc-intro.asp

Department of Agriculture, Fisheries and Forestry (DAFF). (2006). Australian Food Statistics 2006: Retrieved June 20, 2009, from
http://www.daff.gov.au/agriculture-food/what-sugar-crops/wheat

Food Standards Australia (FSA). (2009). Standard 2.1.1 - Cereals and Cereal Products. Retrieved June 27, 2009, from
http://www.foodstandards.gov.au/thecode/foodstandardscode/standard211cerealsan4252.cfm
IMF International Monetary Fund. (2009). World Economic Outlook, Crisis and
Recovery. Retrieved June 19,2009, from http://www.imf.org/external/pubs/ft/weo/2009/01/pdf/text.pdf

IMF International Monetary Fund. (2009). World Economic Outlook Crisis and Recovery. World Economic and Financial Surveys. Retrieved June 19, 2009, from http://www.imf.org/external/pubs/ft/weo/2009/01/pdf/text.pdf

Kotler, P., Brown, L., Adam, S., & Armstrong, G. (2001), Marketing, 6th edition,
Pearson, NSW.

Parliament of Australia. (2006). Overweight and Obesity in Australia. Retrieved June 21, 2009, from http://www.aph.gov.au/library/INTGUIDE/sp/obesity.htm

The Economist. (2008). Liveability Ranking: Retrieved June 16, 2009, from
http://www.economist.com/markets/rankings/displaystory.cfm?story_id=11116839

The Economist. (2005). The Economist Intelligence Units Quality-of-Life Index. Retrieved June 16, 2009, from
http://www.economist.com/media/pdf/QUALITY_OF_LIFE.PDF

Module 1 - SLP
Marketing and Marketing Strategy

SLP Assignments
Have you ever wondered what it would be like to do something completely different?? Well here is an opportunity for you to combine your wondering with analysis and perhaps to put some flesh on those dreams.
Your SLP assignment in MKT301 is to develop a marketing strategy for a?service business which you will (hypothetically) manage.? That is to say, you are to assume that you will be free to start a one-person business and are to examine yourself, develop a?service business concept (for profit or not - the choice is yours) which you will provide, and develop a marketing strategy for it.? You can assume that this will be a one-person business consisting of you alone, or that you will employ others.
In doing this project?your fundamental goal is to demonstrate your understanding of and learning about what is being taught in the course.
Over the session you will conduct the necessary marketing analysis for your strategy and present this in your SLP.? In each module you will complete a section of the marketing strategy, building on the sections previously completed in prior modules.? What you are to submit in each module is as follows:
? MOD01:Title page, MOD01 section (see below), References & Appendices.
? MOD02:Title page, MOD01 + MOD02 sections, References & Appendices.
? MOD03:Title page, MOD01 + MOD02?+ MOD03 sections, References & Appendices.
? MOD04:Title page, MOD01 + MOD02?+ MOD03 + MOD04 sections, References & Appendices.
? MOD05:Title page, MOD01 + MOD02?+ MOD03 + MOD04 + MOD05 sections, References & Appendices.
Thus in Module 01 the marketing strategy paper submitted only consists of the sections indicated below.? For Module 02 the paper will consist of the sections you submitted for Module 01, plus those required for Module 02.? For Module 03 it will consists of the prior sections for Modules 01 and 02 plus the new section for Module 03, and so on.
We expect your learning in this course to be cumulative and that this will be reflected in the SLP.? Thus what you learn in later sections of the course will build on what has been learnt earlier, and as you progress through the course you should consider revising earlier sections of the SLP.?
Note that graders are instructed to grade your work when first submitted, AND TO?REVISE THE FINAL GRADE AWARDED IN THE LIGHT OF IMPROVEMENTS MADE TO THE ENTIRE SLP AS SUBMITTED IN MODULE 5.? THESE GRADES CAN ONLY BE INCREASED, NOT DECREASED.?
Thus graders will assign SLP grades for each module but when grading the complete SLP in MOD05, will also review the preceding sections and may adjust upwards the Final Course grade to take account of improvements in the sections for MOD01-04.? Note that the final section of the project allows for you to indicate how your learning from the project has improved both through your own thinking and via the feedback provided.
Thus it is to your benefit to keep under review the earlier sections as your knowledge and understanding improves and to ensure that at least the final document submitted in MOD05 has been revised to fully reflect your learning.? So that the grader can easily see where you have revised earlier sections you must draw his or her attention to these revisions e.g. by using the Track Changes feature of Word.
Excluding your title page and the prior sections (which you are required to include) each of the parts of your SLP is to be approximately three pages long.? Thus the entire marketing strategy when completed will be about fifteen pages long, excluding title page, references and any appendices.
You should review the entire SLP by previewing the requirements of Modules 01 through?05 inclusive when you?start the course.? The entire SLP and a presentation providing detailed notes regarding each section are provided for you in the Background Info section.? These required readings should be studied before starting the project
SLP 1
Provide the following information:
1. ?NAME, LOCATION & NATURE.
? The name of your prospective (hypothetical) service?business and
? its probable location. ?Note that you?ll be asked to examine location in more detail in MOD03.
? A brief description of the nature of the business, (?body-guard service?, ?bar?, ?child-care?, etc.).? You will expand on this in MOD02.
(Reminder:? There are detailed notes on how to approach each section of the SLP in the Background Information page).
2. ?SELF-ANALYSIS.? For this you should:
? assess your skills, abilities and competencies, (strengths as well as?weaknesses)?and
? compare these with the demands of potential markets, and
? the offerings of competitors. ?
Ensure that the self-analysis is relevant to the proposed service and that you make the comparisons.
3. ?CUSTOMER ANALYSIS.?
? Identify potential customers you could?serve.
? Identify the benefits they seek.
? Describe and label your market and any segments there are.
? Estimate the??size and value of the potential market.
? Estimate the??size abnd value of the (to be) served market.
4. ANALYSIS OF?PRIMARY COMPETITORS:
In a table identify?the main competitors and provide?a brief summary of how each competes.? For example, does the competitor use?low-price, reliability, reputation, high quality or some other basis for positioning itself in the market?
5.? To complete sections 3 and 4 you should do some MARKET RESEARCH, i.e. talk to people and gather some data to get some relevant information for your business idea.? Briefly explain what you did and indicate the sources you have used.
6.??? Analyze the MARKETING ENVIRONMENT.? The Marketing Environment is covered in a Powerpoint presentation provided for MOD01.? Excluding any factors which are not important or which are analyzed in other sections (e.g. competition), analyze the other major Marketing Environment factors which need to be taken into account in the development of your marketing strategy, e.g.:
? Political factors
? Economic factors
? Social and cultural factors
? Technological factors
? Legal or Governmental factors
? Non-marketing costs (supply purchases and manufacturing)
Note that though the sections above are to be presented individually the analysis which underlies them?is inter-related and you will probably have to think about yourself, the possible market, and potential and actual competitors at the same time, and to revise your thinking about them as you progress.? Thus for instance for MOD01 you should?expect to spend some time researching and thinking about your skills, the market and the competition together, before you can come to a conclusion about what service you will offer.
A set of notes giving guidance on each section of the SLP, and a Word document listing all the sections of the SLP for all modules are provided on the Background Info page. ?PLEASE READ BOTH BEFORE STARTING YOUR PROJECT.
As far as style of writing is concerned do not write an essay, you will waste a lot of space that way.??Three pages is not a lot so you'll have to decide what you think is important to include.? Use the text in CAPS above as section headings for each of the topics indicated and elsewhere use words in bold as sub-headings.? What you write should be organized, succinct, and professional.
SLP EXPECTATIONS
It is expected that you will?explain the alternatives you considered and why you decided to make the recommendations you do.? This is very important.? Explaining the reasons for the decisions you have made and the analysis underlying them is a much more powerful way to demonstrate your learning than simply stating what those decisions are.
It is also expected that you will use information from the background readings as well as any good quality sources you can find to deepen your understanding of the project and cite all sources and provide a reference list at the end of the paper.
The following will be assessed in particular:
? Your demonstrated understanding of the concepts used in the project. ?Generally formal definitions are not required as understanding can usually be demonstrated by the way you apply or interpret the concepts.
? It is expected that you will select appropriate framework s for analysis from the teaching materials and demonstrate your understanding of them through your application of them to the project
? Your ability to conduct marketing analysis appropriate to the project. ?Some sections above require simple description, (e.g. name and location) while others require analysis (the rest). ?Graders will place more weight on analysis than description. ?
The criteria used for assessment will be those explained on the MOD01 Home page, namely:
? Focus.
? Breadth.
? Depth.
? Critical thinking, including selections and application of relevant frameworks.
? Effective and appropriate communication skills.
BACKGROUND MATERIALS
The materials on this page have direct relevance to both your Module 01 Case and the SLP.? The former concerns how people buy products and how knowledge of buying behavior can be used by marketers, while the latter concerns analyzing a market as part of the development of a marketing strategy.? This immediately raises some fundamental questions such as:
? How do consumers decide what to buy?
? How do marketers use that knowledge?
? What is a market?
? What is a marketing strategy?
? What kinds of analysis do marketers do to determine whether a market for a new product might exist?
Your SLP asks you to develop a marketing strategy over modules 01 - 05, broken down into five parts, one for each of five modules, which begs the question "What's a marketing strategy and how does one do one?"?
The resources on this page will directly help answer all those questions.
Resources for all modules:
1. The course designer has prepared background materials for each module that can ve accessed through the presentations link at the top of each page.
2. An extensive glossary of marketing terms can be accessed at
Marketing Power Dictionary?(2011). American Marketing Association.
Available March 7, 2013?at?
http://www.marketingpower.com/_layouts/Dictionary.aspx
3. The following reference covers a range of marketing topics:
Marketing Made Simple. (n.d.). Available March 7, 2013?at
http://www.marketing-made-simple.com/
Module 1 Readings
Christ, Paul (2011).?Principles of Marketing.?KnowThis.com..?
Read the following chapters:
? What is Marketing?
? Managing Customers.
? Consumer Buying Behavior.
? Business Buying Behavior.
? Targeting Markets.
? Managing External Forces.
? Planning and Strategy?(Pp1-6 only).
? Preparing a Market Study.
Available March 7, 2013?at?
http://www.knowthis.com/principles-of-marketing-tutorials/

The dissertation comprises three parts as follows:
1. A literature review completed by each student 9000 words
There are three topic of literature review as following
- Food Adverting. It's about fast food, obesity (health option), changing attitude of the customer, elements of
advertising do or not use and etc.
- New media. It's about how to use with target audience, new media link to the campaign, new media engage with
target audience ( 16-34 years) and etc
- Using IMC model. It's about marketing environment change, the relation to target audience
I will send brief of the campaign. The literature review must relevance with the campaign.

2. A Personal Reflection by each student 3900 words

3. A group dissertation document containing the proposal for the integrated marketing communications plan that is fully justified. ( My part is objective of the Campaign) 1400 words *** I will send my campaign to you. It is the detail for make a dissertation.
There are faxes for this order.

Assessment # 3 Marketing Issues
Given a business situation describing a companys product and general business strategy, complete the actions below and prepare a 3 page report with your recommendations:
1. Since Nordstroms competes in the U.S., give an example of each of the marketing environment forces (political, legal, and regulatory; technological; social; and competitive and economic forces).
2. Discuss the positive or negative impact of the forces on marketing the department store.
3. Recommend how the company should take advantage of or respond to each of the marketing environment force examples (political, legal, and regulatory; technological; social; and competitive and economic forces).
4. Assume the company is planning to open stores in a new foreign market area, Mexico. Recommend an overall promotional (integrated marketing communication) strategy to support the market entry (major actions, general sequence).
5. Outline at least one marketing (distribution) channel that could be used to reach buyers in this foreign market. Provide supporting rationale

international Marketing ? Individual Assignment
Situational Analysis of International Marketing Environment

Rationale for assignment: This part of the coursework will develop and assess each student individually with regard to his or her research and analytical skills pertaining to the international marketing environment. Students will also be expected to show clear evidence of being able to critically evaluate models of analysis at this level. (NB Such critical comment is best put in the appendices)

Each student will be required to develop a situational analysis for use in an international marketing plan for any company -except Marks and Spencer. This will be incorporated into the second group work coursework-as the first and second halves of an International Marketing Plan

Module Learning Outcomes that are assessed by this assignment are as stated in the Module Outline.


Word limit: 1,000 words- excluding appendices, end notes and bibliography
Due Date: Friday 11.59:59 pm of week 8
Assessment weighting 50%

The activity

You work as a marketing consultant for a company (see above). The firm has asked you to conduct a situational analysis (with accompanying recommendations) for entry into a foreign target market ? which can be any (named ) BRIC nation or South Africa, South Korea, Japan Indonesia, Thailand, Mexico, Argentina or Kuwait .

Your situational analysis should include components such as:

? a brief statement about the international profile (if ?none? state ?none?) of the retailer
and rationale for internationalizing (further)
? an application of a method of assessing the potential of various TM?s with the logic of the chosen market being clearly stated
? analysis of the chosen TM (Country Analysis) relating to the retailing sector
? industry/competitor analysis (within the TM)
? customer analysis (identification of TM customers and behaviours)
? potential positioning (Mapping with explanation)


In summary, normal research process here is to:

? provide cogent business reasons, after briefly identifying the retailer?s international activity, for internationalizing (further)
? demonstrate a means of assessing the comparative attractiveness of various potential target markets
? collect data from the mainstream business sources plus any industry-specific (retailing)
sources
? do an analysis of the data and identify the environmental forces (macro and micro) at
work in the industry with the changes and trends in these
? identify cause and effect between these macro and micro forces and the impact on the
TM at present and into the future, so you can
? select, analyse, prioritise and summarize the key issues that face the retailer in the
potential TM. And develop a positioning depicted on a Map stemming from your
competitor and consumer analyses



Extra Guidance notes

This is to be presented in a report format with the normal report writing rules applying.

The 1,000 words exclude appendices,references and bibliography. Please include the references clearly (there should be at least 10 valid references including material from the net ) Please type double spacing.

You will be assessed on the extent of your research; how the research has been logically presented and the points clearly made and explained and finally, how well the brief was addressed taking into consideration the analytical quality of the written presentation, its overall structure and the development of a suitable conclusion.

The assignment must be handed in via turn it in by Week 8. Lateness will incur the usual penalties. Plan ahead, do not leave things to the last minute since data lost in your computer will not be accepted as an excuse.

Please note: Plagiarism and cheating are treated as very serious offences at RBSL Module tutors make every attempt to take a proactive and developmental view to the discouragement of cheating or plagiarism by training the students in the appropriate academic skills of writing and referencing within the module. For further information on this please see the Student Handbook.

If there are genuine reasons as to why a hand-in date could not be met, you should consult and follow the procedure outlined in the section called "Extenuating Circumstances" in the Student Handbook.
MKT6A8 GENERAL FEEDBACK ON ASSIGNMENT 1

This is not intended to substitute for individual feedback (see turnitin on Friday this week) but to highlight some aspects which may be useful to note when addressing the group assignment.

Marks gained

Grades of 65% or over tended to contain:

(a) coverage of all the sections required

(b)theoretical frameworks and constructs mainly from

international marketing-related texts/articles

(c) attempts at applications for each and every section

(d) evidence of a clear line of argument

Marks lost

(a) The reverse of (any of)the above items
(b) Lack of linkage between sections/poor integration
(c) Insufficient explanation of choice available and made

International Marketing
Author Ibrahim Sirkeci and Richard Cawley
ISBN 9781780160047
Publisher Pearson Ed
Publication Date 01 January 2012

Read the Business Week, December 6, 1999, Page 67, and address the following issues (please answer these questions "by numbers").

1. Identify and describe Toyota's core problem (as evident in the article). Be sure to distinguish between any symptoms and problems.

2. At the time of the article, describe how Toyota's marketing environment was changing. Describe and evaluate the ways in which Toyota adapted to these changes.

3. Describe Toyota's competitive environment including relative market standings and trends. What (in your opinion) are some of the reasons for this trend?

4. Based on information provided in the article, identify, describe and evaluate the bases that Toyota has used to segment its market. Explain your answer.

5. Outline and evaluate Toyota's overall marketing strategy (including aspects related to its product/models, pricing and promotional elements).

6. Conduct a relevant search and report on Toyota's current product mix (portfolio), strategy & market standing

There are faxes for this order.