MKT10007FundamentalsofMarketing assignment 代写

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MKT10007FundamentalsofMarketing assignment 代写

MKT10007FundamentalsofMarketing
Semester 1, 2017

Assignment4:Marketing Strategy Report; Targeting, Positioning and the Marketing Mix -Task Description + Template+ Rubric

Weighting:40% Due date:Friday 2nd June@ 1pm in the afternoon via Turnitin. Late penalties will be appliedunless the Convenor has approved an extension.

Assignment 4:Individual Report recommending a Marketing strategy,
Word limit*: 1,700 (+/- 10% = 1,530 to 1,870 words). Words beyond 1,870 will not be marked.
*Word Count does NOT include; Executive Summary, Introduction, Table of Contents, Appendices, List of References, Tables, charts, diagrams or pictures.

·         In Assignment 4 you will work individually to recommend a marketingstrategyfor the same Brand and Sub-Brand that you studied for Assignments 2 and 3.
·         Youwill act as an independentconsultant and produceareportfortheMarketingManager(s)of yourselected Brand and Sub-Brand.
·         In Assignment 3 your Group analyzed the marketing environment and segmented the consumer market for your Brand and Sub-Brand.InAssignment 4, you will recommend a Marketing strategy, based on your selected brand and sub brand analysis.
·         You will use marketing theories and concepts appropriately.
·         You will find sources of information to justify the points you make.
·         Therefore, you willcite your References* and include a List of References as the last pages of your report. * In-text referencing.
Youshouldaim to reference a MINIMUM* of at least two Academic sources (peer-reviewed journal articles, does not include textbooks) and at least seven Business sources. *Cite more than 10 to get top marks for Referencing – see Rubric

Individual Brand and Sub Brand Report - Overview of Structure

A.   Executive Summary, B. Table of Contents, C. Introduction
1.    Target segment.
2.    Brand Positioning.
3.    Marketing Mix (4Ps) recommendations.
4. Conclusion.

A.   ExecutiveSummary(approx.200words) NOT INCLUDED IN WORD COUNT

Here you will provide a summaryof-
a.    the report’s major purpose,
b.    the analytical processes used,
c.    the findings, and
d.    Your recommendations.
B.   Table of Contents. NOT INCLUDED IN WORD COUNT

C.   Introduction(approx.150words) NOT INCLUDED IN WORD COUNT

e.    The authorization and purpose of the report tells the reader who it was who commissioned the work and why it is being produced.
f.     Hindrances are any limitations encountered in relation to data collection, availability or access to information and information that might be confidential in nature.
g.    The scope of the report summarizes what the report covers, how information will be presented, where the information comes from and how it was gathered.
Section 1 - Target Segment(about 250words)
Select ONE segment to be targeted with your recommended Marketing Mix strategy. The Target Segment (which therefore becomes your “target market”) will be one of the segments on your Segmentation Table from Assignment 3. Base your decision on the Segment Attractiveness Table from Assignment 3.
·         Insert here your Group’s Segment Attractiveness Table from Assignment 3. Add as an Appendix your Group’s Segmentation Table from Assignment 3.
·         You will select ONE segment to be your Target Segment.
·         You will justify your selection of Target Segment by using the data from your Segment Attractiveness Table and providing aclear, relevant and insightful explanation of why your selected Target segment is the best opportunity to grow sales

Section 2 – Brand Positioning(about 300 words)
You will recommend a Brand Positioning for your Brand and Sub-Brand.Explain why this will appeal to your Target market and why this Brand Positioning provides a Point-of-Difference (also known as a Unique Selling Proposition) for your Brand and Sub-Brand, compared with the competitors. Draw two Positioning Maps.
Section 3 - the Marketing Mix – the 4Ps(about750words)
Recommend a Marketing Mix (the 4Ps) which will effectively implement and communicate your Brand Positioning: -

3.1 PLC and the Diffusion of Innovation
·         Identify the stage your product is in on the Product Life Cycle (PLC).
·         Then, based on the stage your product is in on the Product Life Cycle, you will identify the consumers you will be targeting in terms of the Diffusion of Innovations.
3.2 Type of Consumer product
·         Then you will classify your product according to Type of Consumer Product.

Recommend a Marketing Mix
You have now set your strategic direction by deciding on your Brand Positioning, PLC, Diffusion and Type of Consumer Product. Recommend a Marketing Mix (the 4Ps) and explain how this Mix will implement and communicate your Brand Positioning to your Target Segment in a way that will effectively promote sales.
3.3 Product;Recommend a product design using the “three levels” conceptualization, and explain why this product design will effectively implement and communicate your Brand Positioning.
3.4 Place;Recommend a “P” for Place that is appropriate for the type of product and the level of distribution intensity your Marketing Mix requires. Recommend one or more Channel structures. Briefly describe how you think your product should be displayed in that Place (pharmacy, electronics retailer, whatever) and how you want it supported by the retailer. Explain why this will effectively implement and communicate your Brand Positioning.
3.5 Promotion;You will recommend an Integrated Marketing Communications (IMC) campaign which will communicate a clear, consistent, unified and compelling message to the Target segment customers.
·         What will the message be?
·         Include at least three different promotional tools and briefly describe each one. For example, describe a TV commercial, a Sales Promotion and a Billboard. (If you would like to, you can include hand-drawn or photo-shopped storyboards, posters etc. to effectively communicate your ideas. (Pictures not included in word count.)
·         Explain why you have chosen these particular tools.
·         Explain why this will effectively implement and communicate your Brand Positioning.
3.6 Price;Recommend a Price and classify your pricing strategy as Price Skimming, Penetration or Status Quo. Explain why this will effectively implement and communicate your Brand Positioning. Include a Price Comparison table showing the Price for your Brand and Sub-Brand compared with competitors.
Summary Table of your Marketing Mix– brief summary (Tables not included in Word Count.)

Mix	Current – what the Brand and Sub-Brand is doing now.	Your Recommendation	Explain how your Recommendation will more-effectively support and communicate your Brand Positioning.
Product
Place
Promotion
Price

Section 4 – Conclusion, ethics and social responsibility(about 200 words): -

·         In concluding you will: -
o   Summarise how your recommended Marketing Mix will implement and communicate your Brand Positioning to your Target Segment.
o   Show how your Marketing Mix is internally-consistent. For example, if the Brand Positioning is that of a prestige product show how each of your Ps is consistent with a Prestige positioning.
·         Explain how these recommendations are both are ethical and socially responsible.
·         Explain how your planwill be implemented in a way which complies with the concepts of Corporate Social Responsibility.
·         Include a Compliance Program that will ensure that actions by the company will be monitored to ensure they are both ethical and socially responsible.
·        Show how performance will be measured using Triple Bottom Line Reporting.

Referencing – You will be penalized (marks reduced) if you do not provide references. You need to provide both citations (in-text references) and List of References.
·        “Where to get information” and “How to reference” - refer to Tutorials 4 and 6

Handy Hint; review the final draft of the Assignment and check off that all sections have been completed. Then check your Written Expression (5 marks) and Referencing (5 marks) for extensive in-text citation plus List of References.

How to get higher grades; See what you have to do better,and what extra things you have to do to get higher grades.White-on-Blue = extra to get a Credit over a Pass,Grey BOLD = extra to get a D compared with a C,Yellow BOLD Italic underlined = extra to get an HD compared with a D.
Rubric for Assignment 4: Marketing Strategy
Criteria	Fail	Pass 50-59%	Credit 60-69%	Distinction 70-79%	HighDistinction 80-100%
Executive Summary (5%)	Not all elements included.	Passable summary of the report’s major purpose, analytical processes, findings recommendations.	Adequate summary of the report’s major purpose, analytical processes, findings and the Recommendations.	Reasonably comprehensive and concise summary of the report’s major purpose, the analytical processes, the findings and the recommendations.	*Comprehensive and concise summary* of the report’s major purpose, the analytical processes, the findings and the recommendations.
Introduction (5%)	Purpose was missing or unclear. Scope unclear or absent.	You stated the purpose of the report, but not in a clear way. You indicated the scope of the report to some extent.	You stated the purpose of the report. You indicated the scope of the report generally.	You clearly stated the purpose of the report. You clearly indicated the scope of the reportwith sufficient detail.	*Authorisation included.You clearly stated the purpose of the report. You clearly indicated the scope of the report with sufficient detail. Limitations included.*You clearly indicated the scope of the reportwith specific detail.
How well you justified your selection of your Target segment (10%)	Did not meet criterion.	Your Target segment selection is justified and demonstrates some evidence that you have applied learnings from your Group’s Assignment 3 report.	Target segment selection justified and demonstrates evidence that you have applied learnings from Assign 3. Justified selection of Target Segment using the data from “Segment Attractiveness” Table. Clear explanation of why Target segment is a good opportunity to grow sales.	Your Target segment selection is justified and demonstrates the application of your learningsfromyour Group’s Assignment 3 report. You justified your selection of Target Segment by showing further analysis of the data from your “Segment Attractiveness” Table. You provided a clear and relevantexplanation of why your selected Target segment is a good opportunity to grow sales.	Your *strong, well-informed and justifiedTarget segment selection demonstrates the application of yourlearnings from your Group’s Assignment 3 report. You justified your selection of Target Segment by showing further analysis of the data from your “Segment Attractiveness” Table. Your Report provides a clear, relevant and insightful explanation*of why your selected Target segment is a good opportunity to grow sales.You explain which current and potential company strengths will be most important in developing sales to this segment.
How well you created and justified your Brand Positioning. (20%)	Did not criterion. meet	Your Brand Positioning demonstrates you have identified a key feature of your Brand and Sub-Brand and have explained how it appeals to your target segment.	Brand Positioning identifies a key feature of your Brand and Sub-brand. Explained how it appeals to target segment. Brand Positioning demonstrates some insight into how your Brand and Sub-Brand offers a USP compared w/competitors.	Brand Positioning demonstrates the use of relevant literature, drawn from a range of sources.Identified a key feature of your Brand and Sub-Brand and clearly & succinctly explains how it appeals to your target segment. Brand Positioning also demonstrates originality, creativity and independent thought by offering a USP compared with the competitors. Justified USP using the relevant criteria, and included a Positioning Statement withall required elements. You included TWO Maps, with the USP on one axis on one Map.	Demonstrates relevant literature, drawn from a range of sources. Identified key feature of your Brand and Sub-Brand and clearly and succinctly explains how it appeals to your target segment. Demonstrates originality, creativity and independent thought by offering a USP compared with the competitors. Justified USP using the relevant criteria, and included a Positioning Statement withall required elements. You included TWO Maps, with the USP on one axis on one Map. *In addition to the USP, includes other highly-relevant positioning factors on the other axes. Shows all the Competitors from the Strategic Group to which your Brandand Sub-Brand belongs.*
How well your recommended Marketing Mix (the 4Ps) would implement and communicate your Brand Positioning. (35%)	Did not meet criterion.	To implement and communicate your Brand Positioning, you have provided recommendations for each of the 4 P's (product, place, price and promotion. The recommendations are justified.	You identify the stage on the PLC. Identify the consumers in terms of the Diffusion of Innovations. Classified your product according to Type of Consumer Product. Clear and internally-consistent recommendations for each of the 4 P's explaining why this will effectively implement and communicate your Brand Positioning. Product – the “three levels” conceptualization Place –appropriate for Type, distribution intensity, Channel structures, product display and support retailer. Promotion incl message, 3 promo tools, briefly described, explains why tools chosen. Price – recommend strategy; skim, penetrate, or status quo. Recommendations justified by logical argument. Summary Table included.	You present data to justify your choice of stage in PLC.Diffusion of Innovations and Type as per Credit standard. All points covered for Mix as per Credit standard with all required details plus:- Product – clear linkage Conceptualization>Positioning. Place; clear linkage Type>Intensity>Structures>display & support. Promo; clear linkage IMC>Positioning. Price; strategy justified according to Intensity of Competition, and Impact of the electronic environment. All your recommendations regarding Marketing Mix are justified with reference to PLC, Diffusion of Innovation and Type of consumer product. You included the Summary Table. There is some evidence of creativity in your recommendations.	To implement and communicate your Brand Positioningyou have provided clear, internally-consistent, relevant and very comprehensive recommendations for each of the 4 P's. All points covered for Mix as per Credit and Distinction standards with all required details, explaining why this will effectively implement and communicate your Brand Positioning. Recommendations justified regarding Marketing Mix with reference to PLC, Diffusion of Innovation and Type of consumer product as per Distinction standard. You included the Summary Table. *There is strong evidence of creativity and independent thought* in your recommendations. *These Marketing Mix recommendations are judged very likely to succeed in growing sales of the Brand and Sub-Brand.*
Conclusion, ethics and social responsibility (10%)	Did not meet criterion.	Your Conclusion has adequately summarised how your Marketing Mix will implement and communicate your Brand Positioning. You have shown reasonably well how your Marketing Mix isinternally-consistent. Your Mix recommendation showssome creativity and independent thought. Some mention of how your recommendation are both are ethical &socially responsible.	Your Conclusion has summarised how your recommended Marketing Mix will implement and communicate your Brand Positioning. You have shown how your Marketing Mix isinternally-consistent. Your Mix recommendations show creativity and independent thought. You have adequately explained why these recommendations are both are ethical and socially responsible.	Your Conclusion has comprehensively summarised how your recommended Marketing Mix will implement and communicate your Brand Positioning. You have shown how your Marketing Mix isinternally-consistent. Your Mix recommendations show creativity and independent thought. You have explained why these recommendations are both ethical and socially responsible. You recommend a Compliance Program which will ensure that actions by the company will be monitored to ensure they are both ethical and socially responsible. You explain how performance will be measured using Triple Bottom Line Reporting.	Your Conclusion has succinctly, yet comprehensively summarised how your recommended Marketing Mix will implement and communicate your Brand Positioning. You have shown how your Marketing Mix isinternally-consistent. Your Mix recommendations show creativity and independent thought. You have explained why these recommendations are both ethical and socially responsible. *Your Conclusion demonstrates a sophisticated analysis showing an insightful understanding of marketing strategy.* You recommend a Compliance Program which will ensure that actions by the company will be monitored to ensure they are both ethical and socially responsible. You explain how performance will be measured using Triple Bottom Line Reporting.
Presentation, format and attention to detail (5%)	Did not meet criterion.	The report is reasonably well organised. Acceptable standard of attention to detail (grammar, spelling, expression).	The report is well organised and communicates ideas reasonably well. Good standard of attention to detail (grammar, spelling, expression).	The report is well organised and communicates ideas well. High standard of attention to detail (grammar, spelling, expression).	The report is *very well structured and cohesive* and communicates ideas very effectively. *Excellent attention to detail* (grammar, spelling, expression).
Referencing (10%)	Did not meet criterion.	Harvard style referencing is evident in parts of the report (in- both text referencing and references list); however, improvement in correct style and consistency is required. At least 2 Academic and at least 7 Business References cited.	An attempt at referencing for Harvard style is evident throughout most of the report, (both in-text referencing and references list), with improvements required inconsistency.At least 2 Academic and at least 7 Business References cited.	Correct referencing for Harvard style is evident throughout most of the report (both in-text referencing and references list), with only minor corrections required. At least 2 Academic and at least 7 Business References cited.	Correct referencing for Harvard style is evident *throughout the whole report* (both in-text referencing and references list). *More than 10 References* cited of which at least 2 are Academic and at least 7 are Business References.

MKT10007FundamentalsofMarketing assignment 代写