代写BSB 126 – MARKETING PLAN ASSIGNMENT INSTRUCTIONS
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代写BSB 126 – MARKETING PLAN ASSIGNMENT INSTRUCTIONS
BSB 126 – MARKETING PLAN ASSIGNMENT INSTRUCTIONS
WEEK 12 – MONDAY 17TH OCTOBER, 11.59pm SEMESTER 2, 2016
YOUR INDIVIDUAL TASK
You are to choose one product from the list below, research the industry and construct a basic
marketing plan for how you would LAUNCH OR INCREASE SALES of this product and reach your
stated marketing goal. See Figure 9.1 (page 272) in your text – The ANSOFF MATRIX for a
suggestion about how to enhance this product and your marketing plan. You may consider; Market
Penetration, Product Development and Market Development. This is an individual assignment, and
therefore you should neither collaborate nor collude with other students – past, present or
future.
PRODUCT LIST – SEMESTER 2, 2016
Choose one product from this list as the subject of your marketing plan. Assume the role of
marketing manager and your job is to construct a basic marketing plan.
Australian Working Dog Rescue
As a marketing manager how would you increase donations for this organisation? It already
operates in Australia but as a not for profit organisation they rely on donations from consumers for
their operation. What could be a good/feasible approach to increase awareness of this cause and
get more consumers to donate to ensure long term profitability of the organisation?
http://www.workingdogrescue.com.au
2
Devondale Chilled Milk
There is ongoing tension in the milk wars between the supermarkets and the farmers/milk
processors (http://www.smh.com.au/business/milk-wars-likely-to-claim-more-victims-yet-
20150122-12wirn.html). As a marketing manager for Devondale Chilled Milk how would you ensure
you increase sales for your organisation under these conditions?
http://www.devondale.com.au/our-products/chilled-milk
Tesla Model S Car
With the first fatality through a self-drive car in the US there has been a lot of discussion around the
safety of these cars (https://www.theguardian.com/technology/2016/jul/01/tesla-driver-killedautopilot-
self-driving-car-harry-potter). As the marketing manager for Tesla Model S cars here in
Australia how would you ensure growth and development of the market here in Australia given this
negative publicity internationally?
https://www.tesla.com/en_AU/models
3代写BSB 126 – MARKETING PLAN ASSIGNMENT INSTRUCTIONS
MARKETING PLAN CHECKLIST
*** YOU ARE ONLY REQUIRED TO SUBMIT THE ELECTRONIC COPY OF YOUR ASSIGNMENT TO TURNITIN VIA THE
BLACKBOARD LINK – YOU ARE NOT REQUIRED TO SUBMIT A HARDCOPY VERSION OF YOUR ASSIGNMENT TO
ASSIGNMENT MINDER***
Before starting and subsequently submitting your assignment, you should check-off each item in the checklist below:
Use the assignment template provided on Blackboard, and keep to 1.5 line spacing, 2.5
cm margins and a readable font such as Times or Calibri.
The 1500 word limit (±150 words) is for sections I, II, III and IV only, and should be
adhered to or penalties will apply.
Sections V and VI are not included in the word count.
Include your total word count (for sections I-IV) on the front page of your submission.
Use the APA referencing system throughout your document.
No table of contents, introduction or conclusion is required.
Wikipedia and other similar sources are not to be used or referenced for this assignment.
Do not reference the lecture notes. Use original sources such as books, journal articles or
industry reports.
Submit your assignment (electronically) to the TURNITIN link on Blackboard by the due
date. Assignments received after the deadline (without an approved extension) will not
be marked.
If you submit your assignment well before the due date, you will get the chance to check
the TURNITIN text matching report, make any changes you think are necessary and
resubmit by the due date. We will mark your last submission (up to the due date).
If you have not completed your assignment by the due date, and do not have an
approved extension, then you should submit the work you have completed by the due
date and it will be marked against the assessment criteria.
Backup and keep electronic copies of your assignment.
4
BASIC MARKETING PLAN – OUTLINE AND EXPLANATION
I. SITUATION ANALYSIS [approx. 250 words]
This section provides general information about the marketing environment including the company, its goals and
resources. A SWOT analysis and CDSTEP profile might be appropriate here. Given the tight word limit, I suggest you only
highlight the relevant macro-environmental forces that are most salient to your chosen product. Direction can be found
in chapter 4 of the text, and your tutorial.
II. MARKETING GOAL [approx. 15 words]
Set your own realistic goal. Marketing goals should have two things – a focus (either monetary or non-monetary) and
benchmarks (by how much and by when). Monetary goals can be net income, margins, return on investment, retail sales
(and others) while non-monetary goals can be sales volume, market share (and others).
III. MARKETING STRATEGY [approx. 450 words]
At its basic level, marketing strategy is identifying the target market, and defining the value proposition. You can find
additional resources and frameworks in chapter 6 of the text.
Target Customers
Segment the market and identify one segment you will target. Develop a profile of your target segment.
Value Proposition
The value proposition is addressing the question “why will your target customers want to buy this product?”
You should construct a positioning statement, and you may want to include a positioning map in your analysis.
IV. MARKETING TACTICS [approx. 800 words]
These are the marketing mix elements that you should tailor to suit your target customers, your company resources and
your competition.
Product - While the product is already determined, you can suggest product development or branding changes.
You should consult chapters 8-10 of your text.
Price - Briefly discuss the 5Cs; decide on whether you will use cost, competitor or value based pricing and justify
your decision. Are there any other pricing models that might be suitable? Will you offer any incentives?
Chapter 11 of the text and your tutorial should help.
Distribution - Distribution captures the channel through which the product is delivered to customers. Briefly
describe the current marketing channels (supply chain) for your chosen product, describe its distribution
intensity and offer an alternate/complementary method of distribution. Justify your recommendation. Chapter
12 of the text will be helpful.
Promotion – Using the “Objective-and-Task” method, describe how you would spend AUD50,000 to help reach
your marketing goal. Describe the IMC tool(s) you will use, how the money will be spent, and what you expect
to achieve. Promotion decisions should be realistic and suggestions can be found in chapter 13 of the text.
V. REFERENCES [not included in word count]
You should cite and reference all your sources of information in APA format. Help can be found at
http://www.citewrite.qut.edu.au/
VI. APPENDICES [2 pages maximum, and not included in word count]
In your 2 pages of appendices you can include any supporting documentation you think is necessary to help the reader
understand your marketing plan. It could be: a section of an industry report; some graphs or charts; a mock-up for a
print/online ad you have generated for your chosen product (or a storyboard for a TV/video ad); a media alert for the
product’s introduction or anything else.
代写BSB 126 – MARKETING PLAN ASSIGNMENT INSTRUCTIONS
