1003MKT - Introduction to Marketing - Situational Analysis - Marketing Mix - SWOT Analysis - Marketing Assessment Answer

Assessment Task:

1003MKT - Introduction to Marketing Assessment Answer

Purpose

The purpose of this assessment task is for students to demonstrate their understanding of the components involved in a marketing plan and, in doing so, complete a situation analysis and marketing mix plan based on a specific topic. The marketing plan is divided into two sections as stated above (i.e., situation analysis and marketing mix plan). We have structured the marketing plan in this manner to enable students to receive feedback on their first submission (i.e., situation analysis) as to build into their second submission (i.e., marketing mix plan).

Scenarios

The purpose of this assessment task is for students to ‘reposition’ a brand/product’ in the Australian marketplace. 

Students will have TWO choices:

1.    Dove – Triple Moisturising Body Wash (375ml)
2.    Mildura – Orange Juice (2L Carton) 

Either product chosen must be marketed to the Australian market. 

Please note that a marketing plan usually comprises of a budget. Given the inability of students to access marketing costs/prices, the marketing budget will be omitted from this plan. However, to ensure students are being realistic, a marketing budget of $250,000 will be set. Whilst I realise you are not privy to marketing costs, the idea is to ensure that you are not unrealistic or overoptimistic with your decisions. For example, employing Nicole Kidman as a celebrity endorser of your new marketing strategy - one may consider unrealistic as you would not be able to afford her. It is extremely important that you understand that we want this plan to be practical and realistic! and, as such, your decisions need to reflect this.

Questions

Market Analysis
Political Analysis
Identify major political influences on the marketplace, if any. Use bullet points and make sure to reference your facts

Economic Analysis
Identify major economic influences on the marketplace, if any. Use bullet points and make sure to reference your facts

Social Analysis
Identify major economic influences on the marketplace, if any. Use bullet points and make sure to reference your facts

Technological Analysis
Identify major technological influences on the marketplace, if any. Use bullet points and make sure to reference your facts

Legal Analysis
Identify major legal influences on the marketplace, if any. Use bullet points and make sure to reference your facts

Environmental Analysis
Identify major environmental influences on the marketplace, if any. Use bullet points and make sure to reference your facts

Micro Environment Analysis
Company Analysis
What are the 3 major positives regarding the company/brand? Use bullet points
What are 3 major negatives regarding the company/brand Use bullet points
One-two sentence summary of the company

Competitor Analysis
Identify up to 3-4 major direct/indirect competitors to the company/brand. Provide an overview of what is happening in the industry in relation to the competition. Make sure you identify your points of similarity (POS) and your points of differentiation (POD) from each competitor

Write approximately 250+ words plus include your competitive market summary table. Please format this page to appear in the landscape if you think the table warrants this. You should tell me who each competitor is, who is their target market, how are they positioned, and give an overview of the marketing mix (4 P’s) for each competitor. 

Consumer Analysis
Who are they? Identify who are the primary purchasers of the product(s) in this marketplace; What do they purchase? (i.e., Identify what products they primarily purchase); When do they purchase? (i.e., when are customers most likely to purchase the product(s) in this marketplace. Where do they purchase? (i.e., Identify at what outlets they are most likely to purchase the product(s) in this marketplace); How do they purchase? (i.e., How do they go about purchasing the product(s) in this marketplace); and Why do they purchase (i.e., Identify for what reasons customers are most likely to purchase the product(s) in this marketplace).  

SWOT Analysis
Complete the figure; ensure that you provide detail in the bullet points being made. This means one/two-word bullet points are not sufficient. 

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