fb
$20 Bonus + 25% OFF
$20 Bonus + 25% OFF
Securing Higher Grades Costing Your Pocket? Book Your Assignment at The Lowest Price Now!
Add File

Error goes here

MKTG1100 Marketing Management

tag 0 Download14 Pages / 3,268 Words tag Add in library Click this icon and make it bookmark in your library to refer it later. GOT IT

Question

Assessment
 
Submission file type:

In this assessment, working from the materials you developed in Assessment 1, you will be required to individually construct a one-year marketing plan, that will provide growth for your brand within the Australian market.

The assessment requires you to undertake consumer segmentation, targeting and positioning; determine appropriate marketing objectives, develop appropriate brand strategies and corresponding marketing tactics that will deliver the set objectives.

The plan must show your ability to develop an integrated marketing plan that will be relevant to the target consumer, realistic and meet the brand objectives and projections.

The work must demonstrate multiple management skills at the postgraduate level in the areas of business acumen, such as applying correct report writing and referencing skills, selection of appropriate models for application in the assessment task. Further, it must respond to the analysis undertaken from Assessment 1, along with the ability to synthesise information obtained from multiple sources, and apply critical thinking to arrive at a well-supported plan for the brand. 

Components of the assessment

Below is an outline of the sections that you must report on in your submission.

Section 1: Segmentation and brand strategy

1. Consumer Segmentation

Construct a segmentation model and shows a 6 to 8 consumer segments. The model must show your ability to understand the theory of segmentation (meeting all five criteria of segmentation). The segmentation must be founded on both primary and secondary research.

2. Primary and secondary target market

Construct and supply a persona and consumer journey map for both the primary and secondary target market.

3.Positioning / perceptual map

Construct a positioning map that show the points of parity and points of difference for your brand in the category.

4. Brand strategy

You are required to develop a clear strategy, applying one model discussed earlier in the semester. Selection must be appropriate to the situation of your brand in the market (such as leader, challenger, follower, or dog, star etc) and analysis must lead to building competitive advantage. This strategy will need to be delivered upon in the other sections of the plan.

Section 2: Objectives

5. Marketing Objectives

Based on the analysis in Assessment 1, determine two appropriate objectives to achieve growth over the 12 month period (July 2018 to June 2019)

Section 3: Marketing program (note: bulk of the document)

6. Product development, pricing and distribution plan

Through the work completed in Assessment 1, construct a plan for product mix management. Use various activities that have been undertaken throughout the course to evaluate the gaps in the market, or product improvement opportunities etc that are in line with the strategies identified in Section 1 Brand strategy. Undertake a suitable pricing review and set the pricing architecture for the brand. Review the distribution strategy being applied currently and determine the marketing channel roles and make a recommendation to adjust accordingly. Note: you MUST address and adjust product, price and marketing channel.

7. Integrated marketing communication plan

Develop an appropriate integrated marketing communication plan that addresses:

  • Advertising (traditional and digital)
  • Promotion
  • Price Promotion (sales promotion using price)

The IMC plan must achieve increased customer acquisition and retention, specific marketing channel activities.

Note: this part must be VERY detailed. Information contained in the plan must be sufficient that an agency or another marketer/employee can pick the plan up and know exactly why the activities was selected, what needs to be done and when it needs to be done.

Section 4: Scheduling, forecasting and control

8. Marketing Schedule & Budget

Illustrate each activity within a schedule that shows the cost of each activity, timing of when it is planned to take place. It is expected the schedule will be broken down by activity, by month, as well as show total costs and the costs for the year.

All assessments will have a maximum budget of $6m for the year (this amount excludes all agency and production costs).

9. Forecasting

Show how the planned activities will contribute to the gap between the current reported sales and the sales required if the objectives are to be achieved. This should be as a spreadsheet and is very detailed.

10. Control

Construct a matrix that show how the plan will be monitored throughout the year. Ensure the control area is appropriate for the marketing activities selected, and are checking against the objectives. Make a brief recommendation on what action could be done if the activity is not achieving its desired outcome at that check-in period. This should be quantified and linked to the marketing schedule, forecast and the objectives.

Download Sample Now

Earn back the money you have spent on the downloaded sample by uploading a unique assignment/study material/research material you have. After we assess the authenticity of the uploaded content, you will get 100% money back in your wallet within 7 days.

Upload
Unique Document

Document
Under Evaluation

Get Money
into Your Wallet

Total 14 pages, 1 USD Per Page

Cite This Work

To export a reference to this article please select a referencing stye below:

My Assignment Help (2020) Marketing Management [Online]. Available from: https://myassignmenthelp.com/free-samples/mktg1100-marketing-management-and-implementation/segmentation-brand-strategy.html
[Accessed 26 October 2021].

My Assignment Help. 'Marketing Management' (My Assignment Help, 2020) <https://myassignmenthelp.com/free-samples/mktg1100-marketing-management-and-implementation/segmentation-brand-strategy.html> accessed 26 October 2021.

My Assignment Help. Marketing Management [Internet]. My Assignment Help. 2020 [cited 26 October 2021]. Available from: https://myassignmenthelp.com/free-samples/mktg1100-marketing-management-and-implementation/segmentation-brand-strategy.html.


MyAssignmenthelp.com delivers assignment help to millions of students of USA. We have in-house teams of assignment writers who are experts on wide ranges of subjects. We have appointed teams of native writers who provide assignment help to students in New York City and all over the USA. They are skilled assignment writers who successfully cater to search terms like do my assignment in the USA

Latest Management Samples

MPM755 Building Success In Commerce

Download : 0 | Pages : 9

Answers: Introduction The process of developing a successful business entity requires a multidimensional analysis of several factors that relate to the internal and external environment in commerce. The areas covered in this current unit are essential in transforming the business perspective regarding the key commerce factors such as ethics, technology, culture, entrepreneurship, leadership, culture, and globalization (Nzelibe, 1996; Barza, 2...

Read More arrow

SNM660 Evidence Based Practice

Download : 0 | Pages : 8

Answers: Critical reflection on the objective, design, methodology and outcome of the research undertaken Assessment-I Smoking and tobacco addiction is one of the few among the most basic general restorative issues, particularly to developed nations such as the UK. It has been represented that among all risk segments smoking is the fourth driving purpose behind infections and other several ailments like asthma, breathing and problems in the l...

Read More arrow Tags: Australia Maidstone Management Business management with marketing University of New South Wales Masters in Business Administration 

BSBHRM513 Manage Workforce Planning

Download : 0 | Pages : 20

Answer: Task 1 1.0 Data on staff turnover and demographics That includes the staffing information of JKL industries for the fiscal year of 2014-15, it can be said that the company is having problems related to employee turnover. For the role of Senior Manager in Sydney, the organization needs 4 managers; however, one manager is exiting. It will make one empty position which might hurt the decision making process. On the other hand, In Brisba...

Read More arrow

MKT2031 Issues In Small Business And Entrepreneurship

Download : 0 | Pages : 5

Answer: Entrepreneurial ventures Entrepreneurship is the capacity and willingness to develop, manage, and put in order operations of any business venture with an intention to make profits despite the risks that may be involved in such venture. Small and large businesses have a vital role to play in the overall performance of the economy. It is, therefore, necessary to consider the difference between entrepreneurial ventures, individual, and c...

Read More arrow Tags: Turkey Istanbul Management University of Employee Masters in Business Administration 

MN506 System Management

Download : 0 | Pages : 7

Answer: Introduction An operating system (OS) is defined as a system software that is installed in the systems for the management of the hardware along with the other software resources. Every computer system and mobile device requires an operating system for functioning and execution of operations. There is a great use of mobile devices such as tablets and Smartphones that has increased. One of the widely used and implemented operating syste...

Read More arrow Tags: Australia Cheltenham Computer Science Litigation and Dispute Management University of New South Wales Information Technology 
Next

5% Cashback

On APP - grab it while it lasts!

Download app now

*Offer eligible for first 3 orders ordered through app!

ribbon
callback request mobile
Have any Query?