MMK101 : Marketing Fundamentals Segmentation, Targeting, Differentiation and Positioning - Management Assignment Help

Assignment Task:

Task:

Description
Assignment 1 Requirements ? Essential Digital Literacy (EDL) (0%)
EDL is a compulsory module for first year students to demonstrate their ability to source, interpret and share information in a digital world. This links the both unit learning outcomes (ULO4) and graduate learning outcomes (GLO3).
This task is a hurdle requirement in this Unit – you MUST successfully complete the Essential Digital
Literacy task in full by the due date and time before you can submit Assessments 2 and 3. This assessment is located within MMK101 CloudDeakin site under ‘Resources’/’Assessment Resources’/’Assessment 1 – Essential Digital Literacy’.

Assignments 2 and 3 – Marketing Plan (60%)
The purpose of the marketing plan is for you to evaluate marketing concepts (marketing environments, marketing and marketing mix strategies) and critique their application within real-world scenarios.
The assumed audience for the marketing plan is the management board of the given company therefore it is expected that your marketing plan is written and presented in a professional way.
There are two parts to the marketing strategy plan centred around the focal brand Xenoma and these are broken down into Assessment 2 and Assessment

Assessment 2:
1. Identify a primary target market for the Xenoma brand in the Australian market.
2. Determine Xenoma’s competitive advantage (differentiation) and develop a positioning strategy.
 

Assessment 3:
1. Focus on developing the Xenoma product that would best fit your identified target market.
2. Determine the most appropriate pricing strategy that will build market share.
3. Develop a distribution and logistics (placement) strategy to drive initial trial of the Xenoma brand.
4. Grow brand awareness and recognition for the Xenoma brand in the Australian market through a promotional strategy.

The two objectives of the marketing plan that are to be completed in Assessment 2 are:
1. Identify a primary target market for the Xenoma brand in the Australian market.
2. Determine Xenoma’s competitive advantage (differentiation) and develop a positioning strategy.Using the template provided, prepare a report for the management board of Xenoma. In your report, include the following sections. Note that word counts included in brackets are a suggestion only.

1. Background (10 marks, 100 words)
1.1. Company Overview - Provide a brief overview of the company and its product offers. State the product you would like Xenoma to develop further in Australian market.
1.2. Industry Overview - The industry in which Xenoma will operate in is wearable technology industry. Please provide an overview of the industry including key industry data.

2. Consumer Market Segmentation (35marks, words in table not included in word count)
2.1. Segmentation Table - In a segmentation table, provide three (3) appropriate consumer market segments for Xenoma to consider targeting. You must include all four (4) bases (Demographic, Geographic, Psychographic and Behavioural) and a minimum of two (2) variables within each base (except Geographic where you may include one (1) variable). Key words only should appear in the table.
2.2. Justification (approximately 300 words) - Provide a fully referenced justification of the variables that you have chosen within each base in your segmentation table and explain why they are appropriate or important for Xenoma to base their segmentation on.

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