MKTG10001 : Principles of Marketing Report Writing - Management Assignment Help

Assignment Task:

Task:

Purpose: Summarises the marketing plan.
Relevant marking rubric section: Executive summary (5%)
Include:
Go through every single section of the marketing plan and summarise the key points that you have made:
o E.g. Do not say, “We will outline the five main segments of the market.” Instead, you should write, “The five main segments of the market include …etc.”
Write a conclusion that includes any other relevant takeaway points including the potential future status of the product
Project limitation
Include any limitations you encountered when writing the marketing plan (e.g. lack of information…etc.)
E.g., Australia: The marketing plan will only focus on the Australian context (that is, just focus on Australian consumers, the Australian industry, and the brand in Australia).
Note:
This is not included in the word count.
This may be up to a page in length.
Write this last after you’ve already finished writing the marketing plan.

• Purpose: Makes the marketing plan easy to navigate
• Relevant marking rubric section: Presentation conventions (5%) If you’re not sure how to create a table of contents, read this:
• https://support.microsoft.com/en-au/help/285059/how-to-create-a-table-of- contents-by-marking-text-in-word
• Make sure that all headings and sub-headings are labelled and associated with a particular heading under the ‘Styles’ section in Word (View > Styles):
• Heading 1: is always associated with the main sections of the marketing plan (numbers 0, 1, 2…13)
• Heading 2: is always associated with the first level sub-headings of the marketing plan (all of the .1, .2, .3)
• Heading 3: is always associated with the second level sub-headings of the marketing plan (e.g. 4.3.1-3 and 7.1.1-3)
• After you’ve associated all the sections with the relevant headings from the Styles section, insert the table of contents by clicking the Insert menu then Index and Tables… then Table of Contents then OK.
• Include all of these sections:
• Executive summary
• Introduction
• Target audience
• Redesign marketing strategy
• Future scope
• Reference list
• Appendices
• Appendix 1: Company analysis
• Appendix 2: Industry analysis
• Appendix 3
• Appendix 4 …etc.
• Note: Tables should be used judiciously only to report short one or two sentence bullet point information. Tables with paragraphs of information will be included in the word count and attract penalty.
•  
• Introduction (about 350 words)
•  
• Purpose: Leads the reader into the rest of the report.
• Rubric section: Introduction (5%)
• Most of these are given to you in the case summary. Key points to include in this section.
• Industry overview (industry data on market size, market potential, key players).
• Use perceptual Map to show industry overview, competitors and where the brand stands in the competition
• Company details
• Company’s current marketing strategy (4PS)
• Report purpose: Briefly explain the two marketing challenges selected for this report with explanation why these challenges are important or selected by your group.
• Selected target market segment for the report and why (give data to justify the segment choice)
• Project timeline short term (1-2 years) and long-term (3 years or more)
• Timeline examples:
•  
• 114744516764000
• Target audience (300 words)
• Purpose: To justify the value of the selected segment to the marketing problem (two challenges selected for the report) for the company here in Australia
• Relevant marking rubric section: Target segment (20%)
• Include:
• Use the segmentation exercise that we did in class here. Analyse your segment based on some of the psychographic, behavioural, demographic, and geographic variables and the Helix personas below) You should aim for detailed segment profile with data to justify your chosen segment.
• You can break down your chosen segment into sub-segments. Come up with some interesting/unique names for each of the sub-segments.
• Make sure that you profile the segments (see “Market segmentation exercise” below).
• Discuss the trends shaping the chosen segment
• This is meant to be a creative section. Usually well presented with colourful charts and diagrams. Use evidence from the textbook and academic journal articles with segmentation theory for the segmentation variables. But justify your segment (and sub-segments) in connection to the two marketing challenges selected for this report.
• 1150874398001Market segmentation variables:
• Helix personas (visit https://www.helixpersonas.com.au and scroll to the bottom of the website)
•  
• Buyers profile
• Goal: To develop a buyers’ profile for the selected segment.
• Include:
• You can either break this into three sub-sections (as outlined below) OR you develop a profile (the picture below is an example) that includes the three sub-sections (buying roles, buying behaviour, and buying decision making process).
• You take the target segment that you identified in introduction and this section and then pretend that it is a real person and describe them in a lot more detail.
• You go further than general things we covered in the segmentation exercise: you make the buyer a real person. Be very specific about this buyer. Explain their values, motivations, etc. regarding spread consumption.
• This is completely subjective, and you are encouraged to be creative: even give the “buyer” a name!
• You can create two different buyers if you wish: especially if you feel that one group’s buying behaviour (e.g. males and females; younger and older people; country and city) may be different.
• Academic journal articles: that look at buying roles, buying behaviour, and buying decision-making.
• Buyer profile examples:
•  
• 1150874192404
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• Redesign marketing strategy (1200 words)
•  
• Purpose: To address the Two Marketing Challenges identified in introduction and recommend commercially relevant redesign strategies for the two challenges.
• Relevant marking rubric section: Re-design marketing strategy (30%) and Commercial Value (15%)
• Conceptual map
• Goals:
• To demonstrate the inspiration for your redesign marketing plan for the brand in face of the two challenges.
• To design a conceptual map to show how the two chosen marketing challenges connect to one another and show the stages of idea development; idea screening; and final testable product.
• Include:
• Start with one marketing challenge in the middle.
• Then start to add your own ideas around this that break up the elements of your re-design into smaller and smaller parts. If you are stuck as to where to start, have a look at different sections that you are required to discuss in this document, including the different elements that I have outlined in the marketing mix section below.
• You can be very creative here if you wish!
• Conceptual map example:

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