BSBMKG609 Develop A Marketing Plan

Task 1

You need to answer all of the written questions correctly.

1. Outline how strategic alliances can provide options for marketing opportunities and include two examples of alliances (also known as cooperative business models) that can be formed between businesses.
2. Outline how the development of existing products or services can provide marketing opportunity options for a business, both in existing and new markets. Relate your answer to relevant diversification strategies from the Ansoff matrix.
3. Outline how a takeover can create options for marketing opportunities for a business.
4. Outline key information that a franchiser should consider providing when marketing their franchise opportunity.
5. Outline how a company can use the establishment of a new business as an opportunity for marketing. Provide an example to illustrate your answer.
6. Outline two other marketing opportunity options that a business could choose to pursue other than options explored in the questions above.
7. Explain the importance of the product life cycle concept in marketing. Name and explain each of its stages.
8. Explain the importance of considering the marketing mix when bringing products or services to the market.
9. As most businesses have the objective to sell as many products as possible, outline key factors that a company should consider in determining the product component of the marketing mix.
10. Outline the importance of the pricing strategy for a business and two types of pricing strategy that a company could use.
11. Outline two types of promotional strategies that a business could use.
12. Outline three common distribution strategies that can be used as part of the marketing mix.
13. Outline why a business may choose to use an undifferentiated marketing strategy.
14. 1Outline why a business may choose to use a concentrated marketing strategy.
15. Explain the process that a marketer can use to ensure that marketing strategies, approaches and the marketing mix align with an organisation’s strategic objectives. Provide an example to illustrate your response.
16. Explain the process that a marketer can use to ensure that marketing strategies, approaches and the marketing mix meet legal and ethical requirements. Provide an example to illustrate your response.
17. Explain the process that a marketer can use to ensure that marketing strategies, approaches and the marketing mix are achievable for an organisation. Provide an example to illustrate your response.

Task 2

This assessment task requires you, in the role of Marketing Manager, to conduct research and develop a Marketing Plan briefing report to inform the development of a Marketing Plan that you will develop in Assessment Task 3.
This assessment is to be completed in the simulated work environment in RSB.

Carefully read the following:

NatureCare Products is based in Brisbane, Queensland Australia. It commenced business in 1996, manufacturing and retailing eco-friendly, high quality beauty skin care products.The business was established to cater for a growing demand for skin products that contain eco-friendly and natural ingredients. There is also an emphasis on eco-friendly packaging.NatureCare Products’ current Strategic Plan identifies that its vision is to be a market leader for providing high quality, sustainable skin care products.
Its organisational objectives are to:

• To be a high performing profitable business
• To be a leader and innovator in natural, eco-friendly cosmetics
• To attract, engage and develop the best staff

It has identified its major competitors as being Jurilique and Botani and is currently working on positioning itself against this strong competition. The prices of its products are slightly higher than major competitors. The organisation currently consists of the CEO, Operations Manager, Sales Manager, Marketing Assistant, Customer Sales Officers (5) and Administration staff (3). All the positions are based in the office in Brisbane.

The company’s current range of products include:

• Cleansing creams to soothe skin during make-up removal. Primary ingredients are Shea butter to nourish the skin and plant the skin, and plant extracts rich in essential oils with regenerating and anti-inflammatory properties. This product is for delicate and mature skins and can also be used as a baby cream.

• Multi Protection Day Moisturizing Creams for dry to normal skin types that help protect the skin during the day. It contains shea butter and extracts from fragile green algae that provides hydrating and protective properties.

• Regenerating facial scrub to clean off dead skin cells to promote regeneration of healthy new cells. This product can be used on most skin types.

The company has become well established in the Australian market and sells its products in health stores across the country. However, the company wants to widen its range of retails outlets with other outlets that reflects its desired positioning.

It also sells its products online through its own web site, although there is no SEO, and no social media presence currently.

The company targets customers that want high quality, eco-friendly products. Market research has identified that around 70% of customers are professional women aged 25 to 55.

The current strategy of the company as identified in its latest Marketing Plan is niche marketing to the target group based on positioning the products as high quality and eco-friendly.With regard to the marketing of NatureCare Products, the company is reasonably happy with sales through the web site but would like to do more in the future, for example, through reviewing search engine optimisation and to use social media to generate sales. The company is in a strong financial position and has a budget of around $150,000 for marketing for the upcoming financial year.

The company would like to add more products over time and is focussed on a range of products to meet particular skin needs rather than a one-size fits all. The company is also interested in expanding overseas. Research has identified that Japan may represent a good opportunity for the company, as it has been identified there are good opportunities for products made from natural ingredients. The company has also decided to target essentially the same group of consumers as for the Australian market, as it has identified that a key group of consumers in Japan for cosmetic products are middle-aged and older women who seek functionality and higher-value-added items.

Regarding the company’s current promotional activities, successful promotional activities have been advertisements on the Australian body + soul web site and in the Natural Health magazine. There have also been in-store promotions with the focus on high quality products for women.

The management team of NatureCare Products has advised that its primary marketing objectives are:

• Increase the number of people who make a purchase while visiting the online store by 20%.

• Increase the number of retail outlets selling NatureCare Products by 150.

• To increase product awareness amongst the target market by 20%.

• To increase market share to 15%.

• To expand into at least one international market.

• To identify new products and new markets.

• To attain annual growth of at least 10% over the next three years.

Regarding market trends, the following have all contributed to the growth in popularity of natural-based personal care products:

• health warnings

• environmental concerns

• ethical concerns

• therapy awareness

• organic attitudes

It is predicated that natural/organic skincare, hair care and cosmetics sales will continue to grow strongly in the retail sector. Cosmetics in general are also still growing strongly.

Complete the following activities:

1. Write a marketing plan briefing report.

Review the case study information and use the Internet to conduct research on trends and development in the cosmetics industry, potential new and emerging markets, competitors and any other relevant factors.

Based on your research and the review of the case study information, develop a SWOT and a PESTLE analysis that outlines all of the internal and external factors that will impact on the Marketing Plan.

Identify and evaluate least three potential marketing opportunities for NatureCare Products and that align with organisational objectives. The evaluation of each of the marketing opportunities that you identify should include the following:

• The fit with organisation’s objectives as outlined in the scenario information.

• Risks of each of the marketing opportunities you have identified.

• Potential returns of each of the marketing opportunities. Returns can be identified in general terms, for example, greater market share.

Identify and report on feasible marketing strategies that can be implemented for the marketing opportunities you have identified, including strategies that:

• Address the four p’s of the marketing mix in accordance with the organisation’s marketing objectives, including desired positioning.

• Align with organisational strengths as described in the case study information
 
• Are relevant to the three marketing opportunities you have identified

• Are consistent with NatureCare Product’s ability to implement such marketing strategies given the information provided in the case study.
 
The briefing report must include a clear rationale for your selection of marketing strategies based on the above, and clearly demonstrate how the strategies align with the NatureCare Product’s strategic objectives.

Following determination of the marketing strategies, you are required to plan and report on marketing tactics for each of the marketing strategies you have identified. This must include:
 
• Details of proposed marketing tactics to implement each strategy and rationale for such.

• Timing of the marketing tactics, staff roles and responsibilities and costs involved. Costing should be developed in line with the budget outlined in the case study information. You should research the cost of the marketing tactic you identified using the Internet to ascertain general costs and record these in the briefing report.

• Recommended coordination and monitoring mechanisms that will be used to ensure that the marketing tactics are implemented as required and according to timelines.

• How the proposed marketing tactics are achievable within the available budget and staff and are relevant to the organisation’s marketing objectives.

• Legal and ethical issues that need to be considered in using the marketing tactics proposed and how you have ensured these issues are addressed. The following codes and legislation should be reviewed to assist in the identification of legal and ethical issues (depending on the marketing tactics proposed):

http://aana.com.au/content/uploads/2014/05/AANA-Code-of-Ethics.pdf http://apps.ami.org.au/About/code_of_conduct.asp http://www.adma.com.au/comply/code-of-practice/ http://www.acma.gov.au/Industry/Marketers/Anti-Spam/Ensuring-you-dont-spam/key-elements-of-the-spam-act-ensuring-you-dont-spam-i-acma

Develop and report on marketing performance measures to ensure performance against marketing objectives and budget can be measured and allowing for adjustment against measures as required.

Develop and report on strategies that can assist in increasing organisational expertise or resources to address gaps in currently capability and marketing objectives as per the case study information provided.

Use the Briefing Report Template to guide your work.

Send an email to the CEO via email (your assessor) with your briefing report attached.

The text of the email should be written in grammatically correct English, in an appropriate (formal, business-like) tone.

It should seek feedback on the briefing report and request approval to develop the marketing plan based on the report.

Attach your briefing report to the email.

The CEO will respond to your email and briefing report, providing ideas for incorporation as required, and confirm approval to proceed to developing the marketing plan.

Task 3: Marketing plan development and presentation project

This assessment task requires you to develop and present the Marketing Plan based on the Marketing Plan briefing report that you developed in Assessment Task 2.

This assessment is to be completed in the simulated work environment in RSB.

Complete the following activities:

1. Develop a Marketing Plan.

Use the information from your marketing plan briefing report from Assessment Task 2, and the Marketing Plan Template to develop the marketing plan. Notes in the Marketing Plan Template will assist you to structure the required information.

You should also ensure that you your marketing plan addresses any feedback given to you by your assessor at the end of Assessment Task 2.

You will be updating your marketing plan after discussing it with the CEO and senior management team after your presentation, so save this version of your plan as Draft Marketing Plan.

Print off three copies of your Draft Marketing Plan to provide to the CEO and senior management team.

2. Develop a PowerPoint presentation.
 
When you have completed your Marketing Plan, develop a PowerPoint presentation to assist in presenting the information from your Marketing Plan. Prepare a minimum of 15 slides that include visuals such as images, charts, graphs or tables.
 
The presentation must address each section of your Marketing Plan, as well as clearly describe:

• How the Marketing Plan meets organisational and marketing objectives

• The proposed strategic marketing mix and rationale for such

• Overall marketing approach and rationale for such

• Information that supports the choice of identified marketing strategies and tactics

You may include notes within your presentation program to assist you in presenting.

Save this file as Marketing Presentation.

3. Send an email to the CEO (your assessor).

The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.

It should introduce and summarise the contents of the attachment and ask them for the place, date and time of your presentation.

Attach your draft marketing plan and marketing presentation to the email.

4. Present your Marketing Plan.

Your assessor will roleplay the CEO and two other students will roleplay the senior management team (the Operations Manager and the Sales Manager).

Prior to commencing your presentation, ensure you provide a printed copy of your Draft Marketing Plan to the meeting attendees.

At the meeting, you will need to explain each part of the Marketing Plan and seek input and feedback.

During the meeting you will need to demonstrate effective communication skills including:

• Speaking clearly and concisely

• Using non-verbal communication to assist with understanding

• Asking questions to identify required information

• Responding to questions as required

• Using active listening techniques to confirm understanding

5. Update your Marketing Plan

Incorporate feedback provided by your assessor and the other students who attended your presentation.

Save this document as Updated Marketing Plan.

6. Send an email to the CEO (your assessor).

The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.It should summarise the meeting and the contents of the attachment. The text should outline the changes that you have made to your marketing plan.Attach your updated marketing plan to the email.

10. Outline the importance of the pricing strategy for a business and two types of pricing strategy that a company could use.

11. Outline two types of promotional strategies that a business could use.

12. Outline three common distribution strategies that can be used as part of the marketing mix.

13. Outline why a business may choose to use an undifferentiated marketing strategy.

14. Outline why a business may choose to use a concentrated marketing strategy.

15. Explain the process that a marketer can use to ensure that marketing strategies, approaches and the marketing mix align with an organisation’s strategic objectives. Provide an example to illustrate your response.

16. Explain the process that a marketer can use to ensure that marketing strategies, approaches and the marketing mix meet legal and ethical requirements. Provide an example to illustrate your response.

17. Explain the process that a marketer can use to ensure that marketing strategies, approaches and the marketing mix are achievable for an organisation. Provide an example to illustrate your response.