BSBMKG501 - Marketing Manager at BBQfun - Case Study - Identify and Evaluate Marketing Opportunities - Management Assignment Help

Assignment Task

Assessment description
In response to a simulated business scenario, you will evaluate three marketing opportunities that have been identified for you, rank them in terms of viability and likely contribution to the business, and assess the impact of the top-ranked opportunity on operations. You will then prepare a report for the board of directors documenting identified marketing opportunities and required changes.

Scenario
You are the marketing manager at BBQfun. You and your team have identified three marketing opportunities to evaluate. They are:

• manufacture and sell own brand
• sell products through e-commerce
• sell products at bargain prices

The first opportunity is to manufacture and retail own-branded barbecues and products. Manufacture would take place at a leased plant in India as BBQfun has no manufacturing capability. Also, manufacture in Australia would be too expensive.
The second opportunity is to offer all products in an online store. Stock could be stored at no extra cost at existing stores. Customers would cover delivery costs. 
The third option is to aim to increase market share by cutting the cost of products and aiming at mass appeal. 
Further information is provided in the BBQfun sales data worksheet.
Each opportunity will be promoted through a $500,000 television, internet and email advertising campaign (cost accounted for in approved budget).
You will need to review the BBQfun simulated business information to determine organisational fit, profitability and operational implications for each of the three opportunities.
On the basis of the profitability index (opportunity cost estimated to be 8%) and a full appreciation of other, non-financial factors, you will need to rank these opportunities and choose one top-rated opportunity for further evaluation. 
After ranking the three opportunities, you will complete your evaluation in terms of impact on operations. Information is provided in the BBQfun sales data worksheet.
You will then need to provide a report to the board of directors documenting your evaluation of identified marketing opportunities and required changes to operations.

1.    Complete a report according to the following requirements.
2.    Referring to the BBQfun simulated business documentation, analyse the three opportunities outlined in the scenario in terms of likely fit with organisational goals and capabilities. Consider:
a.    organisational marketing plan, structure, products and services
b.    principles of marketing and the marketing mix
c.    additional marketing information such as survey results in the BBQfun sales data worksheet.
3.    Using information in the BBQfun sales data worksheet, evaluate each opportunity in terms of impact to current business and customer base. Evaluation should include investigation of:
a.    sales volume for each opportunity in FY 2017/18 
b.    gross and net profit for each opportunity FY 2017/18
c.    use numerical analysis or statistical methods to forecast, for example, the size of potential markets in FY2017/18.

 

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