As you may already be aware, the previous Marketing Manager, will be taking 12 months of maternity leave commencing immediately. You have been recommended by the Line Manager, to take on this role in her absence with the title of Acting Marketing Manager. – NO PLAGIARISM
Application of number theory , probability ,Vector geometry & calculus in computing
February 5, 2020
Your instructor will assign you one of three Australian retail companies that are listed on the Australian Securities Exchange (ASX) as follows: Myer, Harvey Norman, JB Hi Fi Limited. You are required to obtain the 2019 Annual Report for the company you have been assigned to work on.
February 5, 2020
Assessment 2: ProjectYou work for ABC Company as a new Marketing Manager and you have received an email from BusinessOperations Managing Director.As you may already be aware, the previous Marketing Manager, will be taking 12 months of maternityleave commencing immediately. You have been recommended by the Line Manager, to take on this role inher absence with the title of Acting Marketing Manager.Your first task in this role is to prepare a 12-month marketing plan ready for an executive managementteam meeting in 3 weeks’ time. The plan should address the ABC marketplace and should be in a formatappropriate for the organisation.Please refer to the document outlining the outcome of this year’s market world research, provided below.ABC market world researchThese are the main performance issues that you will need to address within the ABC marketing plan:? household income survey indicates a 23% decline in disposable income due to an increase in interestrates? political and legal findings indicate that ABC employees are working longer hours? there is a political emphasis on economic growth? there is new legislation relating to labelling requirements on all products delivered to ABC customers? world industry report findings indicate that large supermarket chains are planning to introduce a range ofsmartphone applications2/5/2020 53204 – Assessment 2: ProjectYou work for ABC Company as a newhttps://www.australiabesttutors.com/Recent_Question/53204/Assessment-2-ProjectYou-work-for-ABC-Company-as-a-new 3/7? the world industry report has reported an evolving need for satisfaction being sought by buyers in theelectronics market? market world research shows that 57% of ABC customers now prefer to order products online? visits to bricks-and-mortar stores for products are declining and in-store sales have dropped by 37% inthe past quarter? market world research has reported a 28% material shortage due to overseas drought conditions, making23% of ABC products temporarily unavailable? the industry report shows an 18% expansion by other electronic chains – both interstate andinternationally? strategies adopted by each major competitor have created a price war? overall sales have decreased by 22% as a result for the fight for market shareComplete all the questions below.1. Use the table below to create a 12-month marketing plan to be presented to the executive managementteam in a team (assessor, your friends or classmates). Consider the following when creating yourmarketing plan:? Prepare any additional communication tools necessary to persuade stakeholders in your organisation ofthe benefits of the marketing plan.? Review the company business plan to identify organisational mission, business growth strategy an goals,products, customer markets and marketing strategy. Pay attention to target customer segments and theproduct categories for those segments.? Review the marketing strategy and elements of the marketing mix as described in the business plan. Is itan effective marketing strategy and marketing mix?Contents1. Executive summaryA high-level summary of the marketing plan2. The challengeA brief description of the product that is to be marketed and the associated product goals, such aspredicted sales forecasts, sales figures and strategic goals.3. Situation analysisABC company analysis, featuring:• goals• focus• culture• strengths• weaknesses• market share.4. Customer analysisAddress the following:• Number• Type• Value drivers• Decision process• Concentration of customer base for a particular BizOps product5. Competitor analysisMarket position:• Strengths• Weaknesses• Market shares6. Collaborators7. Subsidiaries, joint ventures, possible distributors, etc.Climate2/5/2020 53204 – Assessment 2: ProjectYou work for ABC Company as a newhttps://www.australiabesttutors.com/Recent_Question/53204/Assessment-2-ProjectYou-work-for-ABC-Company-as-a-new 4/7Macro-environmental (PEST analysis) that includes:• political and legal environment• economic environment• social and cultural environment• technological environment.8. SWOT analysisA SWOT analysis of the business environment can be undertaken by considering the environmentalfactors:• The company’s internal attributes can be classed as strengths and weaknesses.• The external environment will usually present opportunities and threats.9. Market segmentationPresent a description of the market segmentation that addresses the following:• Description• Per cent of sales• What the customer wants• How the customer will use the product• Product support requirements• How to reach the customers• Price sensitivity10. Alternative marketing strategiesList the alternatives that will be considered before reaching the recommended strategy. Alternatives willusually include things such as product discontinuance, product re-branding or product re-position, eitheras a premium or extra value product.11. Selected marketing strategyExplain why a strategy was made redundant or rejected and why a strategy was selected, which willinclude the marketing mix decisions, and the four Ps (product, price, place and promotion).12. ProductAny ABC product decisions need to consider the actual product advantages and how they will be used toleverage the product. The product decisions must include:• the name of the product (brand name)• quality• scope of the product line• product warranty (if applicable)• product packaging.13. PricingExplain the pricing structure or strategy for the ABC product, expected volume and the decisions aroundpricing variables including:• list price• discounts• bundling• payment terms and financing options• leasing options.14. Distribution (where the product will be placed)• Distribution channels that might include direct, retail, intermediates and distributors• Criteria for distributor evaluation• Distributor margins (motivating the channel)• Distribution locations• Logistics such as warehousing, transportation and order fulfilment processes15. PromotionHow much advertising and which media? Consider the following:• Engage public relations2/5/2020 53204 – Assessment 2: ProjectYou work for ABC Company as a newhttps://www.australiabesttutors.com/Recent_Question/53204/Assessment-2-ProjectYou-work-for-ABC-Company-as-a-new 5/7• ABC promotional programs• Promotional budget to ensure break-even point• Projected promotional results of the program16. Short- and long-term projectionsDocument the selected strategies immediate effects and expected long term results. Explain any specificactions that will need to be undertaken to achieve this. In this part of the marketing plan you can includeforecasts of revenues and expenses as well as results of break-even.17. ConclusionSummarise all of the above2. Complete a SWOT analysis using the SWOT analysis template. Identify marketing opportunities.3. Decide on three marketing objectives for the flagship products and develop a marketing strategyscorecard for the next 12 months using the marketing strategy scorecard template. Consider yourresponsibility for ethical and legal marketing. Which laws and industry standards needs to be taken intoaccount? Amend the marketing strategy scorecard accordingly.Marketing Strategy ScorecardTarget time frame to achieveDeadline for finishing the activity Key performance indicatorA specific, measurable outcome from doing the activityMarketing objective 1:Marketing objective 2:Marketing objective 3:Refer to ABC policies and procedures4. Prepare a work schedule. What processes need to occur for the marketing team to gain support of otherdepartments to implement the marketing plan and who needs to be involved?5. Develop a budget, including sales revenue forecast. Consider whether you need to take into account therisks of implementation and factor those into your budget. Prepare the budget in a table.6. What will be the performance metrics for the marketing plan? How will you go about obtaining the data
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