BSBMKG609 Develop a marketing plan Assessment Task 1 – Written responses and project
You are required to answer all of the following questions. You need to answer all of the written questions correctly. Generally, you are expected to write a response one or two paragraphs long. Please answer the questions using word processing software.
- Access to student workbook/other learning materials
- Computer and Microsoft Office
- Access to the internet
All questions must be answered correctly in order for you to be assessed as having completed the task satisfactorily.
Provide answers to all of the questions below:
- 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
- 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
- Outline how a takeover can create options for marketing opportunities for a
- Outline key information that a franchiser should consider providing when marketing their franchise
- Outline how a company can use the establishment of a new business as an opportunity for marketing. Provide an example to illustrate your
- Outline two other marketing opportunity options that a business could choose to pursue other than options explored in the questions above.
- Explain the importance of the product life cycle concept in marketing. Name and explain each of its
- Explain the importance of considering the marketing mix when bringing products or services to the
- 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.
- Outline the importance of the pricing strategy for a business and two types of pricing strategy that a company could
- Outline two types of promotional strategies that a business could
- Outline three common distribution strategies that can be used as part of the marketing
- Outline why a business may choose to use an undifferentiated marketing
- Outline why a business may choose to use a concentrated marketing
- 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
- 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.
- 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.
- Identify and outline five examples of legislation and regulations that apply to the marketing industry in Australia and should therefore be taken into account when developing a marketing plan.
Assessment Task 1 Part A Checklist
Did the student:
Did the student:
|Task Outcome:||Satisfactory ¨||Not Satisfactory ¨|
This assessment task requires the student, 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 they will develop in Assessment Task 2.
- Access to textbooks/other learning materials
- Computer with Microsoft Office and internet access
- Marketing Plan Briefing Report Template
- Marketing Plan Briefing Report
Students must complete all of the activities listed and will be assessed against the assessment criteria included in the checklist included with this task.
Carefully read the following scenario.
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
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
- Regenerating facial scrub to clean off dead skin cells to promote regeneration of healthy new cells. This product can be used on most skin
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
Complete the following activities:
- Write a Marketing Plan Briefing
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.
You are required to develop a Marketing Plan Briefing Report using the Marketing Plan Briefing Report Template.
Your report is to include the following:
- An introduction to the report including an outline of the organisation’s products, target group and its overall strategic and marketing objectives and the organisation’s structure including an outline of those responsible for
- A discussion of trends and development in the cosmetics industry and competitors, potential new and emerging markets, competitors and any other relevant
- A SWOT and a PESTLE analysis that outlines all of the internal and external factors that will impact on the Marketing Plan and based on the research
- Identification of at least three potential marketing opportunities for NatureCare Products and that align with organisational
- An evaluation of each of the marketing opportunities identified and including:
- The fit with organisation’s objectives as outlined in the scenario
- Risks of each of the marketing opportunities you have
- Potential returns of each of the marketing opportunities. Returns can be identified in general terms, for example, greater market
- Identification of 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
- 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
Make sure your report includes 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.
Your report is also to include marketing tactics for each of the marketing strategies you have identified as follows:
- 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
- Recommended coordination and monitoring mechanisms that will be used to ensure that the marketing tactics are implemented as required and according to
- How the proposed marketing tactics are achievable within the available budget and staff and are relevant to the organisation’s marketing
- Legal and ethical issues that need to be considered in using the marketing tactics proposed and how you have ensured these issues are
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://www.acma.gov.au/Industry/Marketers/Anti-Spam/Ensuring-you-dont- spam/key-elements-of-the-spam-act-ensuring-you-dont-spam-i-acma
The final part of your report should include:
- Identification of marketing performance measures to ensure performance against marketing objectives and budget can be measured and allowing for adjustment against measures as
- 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.
Assessment Task 1 Part B Checklist
Did the student:
|Conduct and report on a SWOT and PESTLE analysis to inform the development of the marketing plan, including identification of marketing opportunities?|
|Identify and report on at least three marketing opportunities based on a review of the scenario information and SWOT and PESTLE analysis?|
|Evaluate and report on each identified marketing opportunity including:
· 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?
|Develop and report on marketing 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
· Are relevant to the marketing opportunities identified
· Are consistent with NatureCare Product’s ability to implement such marketing strategies, specifically existing staff and budget?
|Provide a clear rationale for selection of marketing strategies?|
|Determine and report on marketing tactics to be used to implement marketing strategies including:
· An explanation of marketing tactics and rationale for such.
· Timing of the marketing strategies, staff roles and responsibilities and costs involved.
· Recommended coordination and monitoring mechanisms 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
· Legal and ethical issues that need to be considered in using the marketing tactics proposed?
|Identify and report on recommended strategies to review marketing performance, including marketing metrics to be used?|
|Develop and report on strategies that can assist in increasing organisational expertise or resources to address gaps|
|in currently capability and marketing objectives?|
|Task outcome:||¨ Satisfactory||¨ Not satisfactory|