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SITXMPR007 Develop And Implement Marketing Strategies

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  • Course Code: SITXMPR007
  • University: APEX Institute Of Education
  • Country: Australia


Part 1

This project requires you to apply your skills and knowledge to collect information on the internal and external business environment to develop marketing strategies and marketing plan 

You need to read the case study provided in the Additional Information at the end of this assessment document: Black Beans Café, Case Study Resources

Task 1

Review the information on Black Beans Café. You are now required to develop a report of not less than 800 words on internal and external business environment. In your report you must include the following: 

a. Core activities, customer base, business values and current business direction of Black Bean Café.

b. Current and past marketing strategies and its effectiveness

c. Strengths, weaknesses and critical success points of the business

d. Current capabilities, resources and need for any specialist assistance

e. Expected market growth or decline for coffee consumption industry and risk factors

f. Projected changes to labour force, population and economic activity

g. Comparative market information

h. Customer trends and developments, including emerging technologies and invocations in coffee consumption

i. Legal, ethical and sustainability requirements for the business and its impacts

Task 2

a. From the information you gathered in Task 1 and the information provided in the Background information, identify at least two marketing opportunities for the business and the innovative marketing approaches
b. For the identified opportunities develop marketing strategies consistent with the direction and values of Black Beans café
c. Discuss the strategies with the management of Black Beans Café (your assessor and colleagues can be the management) and take note of any ethical, sustainability and legal considerations. Incorporate these considerations into your marketing strategies.

Task 3

a. Using the strategies developed in Task 2, you will need to prepare a marketing plan using the headings
  • Executive Summary – Provide an overview of the organisation and the plan, which simply states what is to be achieved
  • SWOT Analysis – Submit an overview of the organisation’s strengths, weaknesses, opportunities and threats (analysed in Part 1)
  • Strategies – Outline the marketing opportunity selected and strategies developed in task 2. Include your reasoning for the marketing mix decisions that you made and the strategies you selected, referring to the SWOT analysis and risks
  • Implementation – Priorities, responsibilities, timelines, budget, monitoring process and reporting requirements

b. Present your plan to management (your assessor) to gain approval.

Part 2.

Using the information gathered in Part 1 you are now going to implement marketing activities and evaluate these activities.

Task 1

You are required to write your findings as a report of about 900 words and include the following: 
a. Assess the marketing performance against the objectives by undertaking performance analysis. Evaluate and report on the above marketing strategies and plan against the following criteria:
i. consistency with overall marketing direction
ii. exposure achieved
iii. penetration of target market
iv. cost-effectiveness of financial and human resources
v. completion of strategy within established timeframe
vi. recommendations for strategic responses based on evaluation
a. Indicate the business practices that need to be changed to satisfy changing customer requirements. Prepare the documents outlining these recommendations and ensure they meet the organisational policies and procedures.
b. Communicate these changes to the management (your assessor)
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