MKTG6002 Marketing Assignment

Scenario:

This assessment requires you to act like a consultant to help an organisation develop a winning marketing strategy that wants to introduce a new product or expand its business/markets.

Tasks:

This part of the assessment is a follow-up to the Situation Analysis that you provided in assessment one. Therefore, you need to revisit assessment 1 and the feedback from your facilitator. Then, develop a complete marketing plan for this assessment to:

1. Develop a marketing plan –

a. Identify objectives and issues as well as marketing logic to create customer value;

b. Action programmes - how marketing strategies will be turned into specific actions that answer What will be done? When will be done? Who will do it? and How much will it cost (budget )? and controls.

To start this task. 2.

2.Outline the following marketing mix variables:

a. Define clearly the value proposition of your chosen business, product or the brand;

b. b. Critically evaluate the business's situation (provide a summary of SWOT/TOWS analysis from the assessment 1) and suggest appropriate marketing mix strategies:

c. c. Product - define the product attributes/features to reflect your value propositions. You are advised to review the threes levels that are accompained with a product and discuss product line and mix strategies;

d. Pricing – describe the pricing strategy (e.g., break-even, mark up) that you would recommend to the senior management of the organisation and justify your choice;

e. Distribution – outline the distribution strategies you would recommend (i.e., intesive, selective and exclusive). You also need to discuss channel strategies (i.e., direct and/or indirect, channel levels - single vs. multiple);

f. Promotion – outline the promotion strategies you would recommend (i.e., pull vs. push) . You also need to discuss promotional mix strategies (i.e., advertising, salesmanship, sale promotion, publicity and public relations) as well as media strategies. Please beware that your marketing strategies should be aligned with value proposition as well as the organisation's mission, vision and objectives.