Marketing for Small Business in Australia

MKT101A Marketing Fundamentals

Answered

Question:

Learning Outcomes

a)Describe the marketing concept

b)Outline and apply the elements of the marketing process.

c)Identify and explain the macro and micro environmental factors impacting the marketing of a business or industry.

d)Demonstrate an ability to incorporate new trends to solve marketing problems and apply communication skills.

Instructions:

1.Select a Business. Choose a small or medium sized existing business as a client. This business will be used for Assessment 1 & 2. This is considered as one with less than 200 employees. Students may also like to consider a small business in their local area neighbourhood to focus on or even a business run by friends or family. This business must be business to consumer (B2C), based in Australia, and currently operating.

2.Business Background. Provide a brief background of your business and describe it using the 4P’s framework – product, price, promotion and place. Provide a link to the business website in the reference section.

3.Competitor Analysis. Perform a competitor analysis that includes a review of at least one (1) direct competitor and one (1) indirect competitor. In the direct competitor analysis, use the competitor 4P’s framework for a meaningful comparison.

4.SWOT Analysis. Conduct a SWOT analysis of your business using the headings:

You should analyse the business micro-environment to develop your discussion of strengths and weaknesses. Also consider the 4P in terms of what the business does well, and where it can improve. The use of the PESTLE framework is urged to guide your research into the macro-environment in order identify relevant trends facing your business. This will inform your discussion of opportunities and threats.

5.Post Your Findings. Compile your findings and post your response to the Assessment 1 Discussion Forum. Do not upload or attach a file to your discussion forum post. If you have developed your analysis in MS Word or similar, copy and paste your information into the forum.

Ensure to include a reference list using APA 6th ed. A minimum of 4 credible and reliable sources should be used in your research. Your essential readings are a very good starting point for the reference list.

6.Peer Feedback. After you post your analysis in the discussion forum, you will then see all other student posts. Read and comment on at least two (2) student posts. The expectation is that students would familiarise themselves with the other student’s business to create a more meaningful and helpful response.

Learning Rubric

Assessment Attributes

Fail (Unacceptable) (0-49)

Pass (Functional) (50-64)

Credit (Proficient) (65-74)

Distinction (Advanced) (75-84)

High Distinction (Exceptional) (85-100)

Background

Provided background information of the chosen business and product/service aligned with marketing concept.

10%

Did not provide enough information of the chosen business and the market it operates in.

Inadequate information.

Lack of identification of specific product/service

Limited attempt to explain the chosen business and the market it operates in.

Basic background information provided.

Limited attempt to explain the product/service

Good attempt to explain the chosen business and the market it operates in using relevant and up-to-date information from a limited number of reliable sources.

Product/service sufficiently explained with relevant and appropriate information.

Very good explanation of the chosen business and the market it operates in.

Business’s background is well synthesised and evidence of research provided from a variety of reliable sources to establish the marketing context.

Very good explanation of the product/service.

Excellent explanation of the chosen business and the market it operates in.

Business’s background is well synthesised and evidence of research provided from a variety of reliable sources to establish the marketing context.

Excellent explanation of the product/service.

Competitor Analysis

Conducted a competitor analysis identifying at least 2 competitor products and identified

Limited recognition and analysis of key competitors.

Did not identify competitors as direct or indirect

Identification of main competitors as direct and indirect with some key information provided for each.