Subject Code : BMA735
Country : Australia

Marketing Assessment Task

YOUR INDIVIDUAL TASK

You are to choose one product/brand from the list below, research the industry and construct a basic marketing plan for how you would grow your chosen product/brand and reach your stated marketing goal.

  • SITUATION ANALYSIS 

This section provides general information about the marketing environment including the company, its goals and resources. SWOT and CDSTEP (you may also use PESTLE) analyses are appropriate for this section. Given the tight word limit, I suggest you put the SWOT and CDSTEP in the appendices and refer to the most relevant factors in this section. Direction can be found in Chapter 4 of the text and your tutorial.

  • MARKETING GOAL

From the Ansoff Matrix in Chapter 9, state your chosen method of growing your product/brand [penetration, market development or product development]. Then describe your realistic marketing goal. Marketing goals should have two things – a focus (either monetary or non

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monetary) and benchmarks (by how much and by when). Monetary goals can be net income, margins, return on investment, retail sales (and others) while non

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monetary goals can be sales volume, market share (and others).

  • MARKETING STRATEGY 

At a basic level, marketing strategy is identifying the target market, and defining the value proposition. You can find additional resources and frameworks in Chapter 6 of the text – Segmenting, Targeting and Positioning.

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  • Uploaded By : Keith
  • Posted on : December 17th, 2018

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