MKTG1209 Business & Network Marketing

MKTG1209 Assessment 3 – S2 19. 1
SCHOOL OF ECONOMICS, FINANCE
& MARKETING
MKTG1209
Business & Network Marketing
Assignment 3 – Development of a Marketing Plan (50%) – v1.3
This is an individual assignment where we develop a B2B marketing plan for an organization. It is designed to help
develop knowledge and critical analysis skills in a live environment. It is also an opportunity to develop effective business
report writing skills.
This assignment continues on from assignment 2.
In this assignment we continue our situation analysis of your client company and then go on to developing objectives,
strategies and implementation plans.
Submission
• An electronic copy of the report (in Microsoft Word) is to be submitted on Blackboard / TurnItIn.
• Please do not include a coversheet.
• Late submissions may be penalized by up to 10% per day. Submissions will not be accepted after 7 days past the
due date.
The Turnitin Similarity Score.
• Please note that Turnitin automatically scans assignments for plagiarism.
• Any report with a Turnitin similarity index of over 15% will be reviewed by the course coordinator and appropriate
action will be taken.
• Please see the RMIT guidelines on plagiarism, which can be found under ‘Learning Resources’ in Blackboard.
Use of Images
• No images of text or analysis tables are permitted. Diagrams can be inserted as an image.
Assignment Requirements
• This is a business report, so it should be clear and precise.
• The report is to be submitted in Microsoft Word.
• Please use a clear font like Arial, or Calibri, a 10-point font (outside tables); and single line spacing.
• All pages are to be numbered.
Tables and Diagrams
• We recommend using tables to present the detail of your analysis and implementation plans. Tables are a
professional way of presenting data.
• Please introduce each table with 1-2 sentences; explain what each table is used for?
• After the table, write a short paragraph explaining the key findings from the table.
• Please use 8-point font in tables.
• For tables that are more than a page in length, please repeat the headings of the table on each page.
• Tables and diagrams must be in the body of the report.
MKTG1209 Assessment 3 – S2 19. 2
Appendices
Please do not include analysis tables in the appendices: they belong in the main body of the report.
Only include back-up information in the appendices.
Report Length
• 3000 words (+/– 10%) not including the analysis tables, implementation tables or appendices.
• Please note that reports that do not meet the word limit may be penalised by up to 10% per 500 words.
References
• All sources of information must be clearly cited and referenced.
The Use of Models
In some parts of this report it is important to fill in a whole model.
In other parts of this report you just need to use the relevant parts from a model.
When using a model, the key thing is to use the headings from within it. You do not need to use the shape that the
textbook uses to describe the model. You can just put the headings into a table.
Sources of data
Sources of data for your analysis can include:
• Any valid on-line source, including relevant overseas sites.
• Trade press.
• Interviews with companies.
• The textbook.
• The lecture material.
MKTG1209 Assessment 3 – S2 19. 3
Report Requirements
The report must include a title page showing:
• The course code.
• The report title.
• Your name and student number.
1. Executive Summary (2.5%) (approximately ½ page)
An executive summary is often read by management first. It should clearly and precisely tell the reader:
• What the report is about – An overview why you did this marketing plan.
• The key findings – The key Strengths, Weaknesses, Opportunities and Threats that your analysis has uncovered.
• The key recommendations or solutions – A summary of the Objectives, Strategies and Tactics (using the
business marketing mix) that you recommended.
• Why your Strategy and Tactics will achieve the Objectives.
Note that an executive summary is written in post-tense.
2. Index
Clear, easy to read and with page numbers. It must list all sections of the report by heading including the appendices. It
tells the reader all the areas you have covered and researched in a quick and easy to find manner.
3. Introduction (2.5%): (Aim for 150 to 200 words maximum).
• Introduce the report and what you intend to achieve.
• Briefly describe the analysis you will carry out and how the report will be presented.
Note that an introduction is written in pre-tense.
3. Competitor Analysis (20%)
Please analyse two competitors, using the following models.
Please put the competitor’s data side-by-side in tables to allow comparison.
Strategy
What is their current strategy?
Choose options from the Generic Strategies model and the Product/Market Decision model. Describe why you have
chosen these.
Companies often have a blend of the Generic Strategies and a blend of the Product/Market Decisions. If so, this needs to
be described. Is the blend that they have in place making them more competitive, or less?
Value Proposition
What is their current VP?
Choose options from the Generic Value Propositions and describe why you have chosen these.
Companies often have a blend of the Generic VPs. If so, this needs to be described. Is the blend that they have in place
making them more competitive, or less?.
MKTG1209 Assessment 3 – S2 19. 4
Competitor’s Marketing Activities
– Product offering
A summary is needed of their key current (physical) product portfolio using relevant options from the Product Attributes
model. Please focus on the products that compete most strongly with your clients.
– Service offering
A summary is needed of their current key service offerings portfolio using relevant options from the Dimensions of Service
and the Flower of Service Models. Please focus on the services that compete most strongly with your clients.
You need to describe any key product/service bundles that they offer.
– Pricing offering
How do the competitors set pricing? Use options from the Pricing Strategy model to describe this.
– Supply Chain performance
How do the competitors manage their suppliers? Use options from the Key Elements of SCM model to describe this.
Please describe this in relation to the Network Map.
– Distribution Channel performance
How do the competitors manage their distribution channels? Use options from the Distribution Channel Tasks model to
describe this. Please describe this in relation to the Network Map.
– Communications performance
Compare the communications performance of the competitors. Use a Multi-Channel Integration Map to describe this. – –
Which competitors use each communications channel?
What appears to be their Content Strategy?
Do they appear to have an IMC approach?
– Sales Management.
How do the competitors currently manage their personal sales efforts? Use options from the following models to describe
this:
– Organising the Sales Force.
– Options for Structuring the Sales Force.
6. Company Analysis (20%)
6.1 Strategy and Value Proposition
Analyse and compare the marketing strategy and value proposition of your client. How does this contribute to competitive advantage?
Current Strategy
What is their current strategy?
Choose options from the Generic Strategies model and the Product/Market Decision model. Describe why you have chosen these.
Companies often have a blend of the Generic Strategies and a blend of the Product/Market Decisions. If so, this needs to be described.
Is the blend that they have in place making them more competitive, or less?
Current Value Proposition
What is their current VP for this segment?
Choose options from the Generic Value Propositions model and describe why you have chosen these.
Companies often have a blend of the Generic VPs. If so, this needs to be described. Is the blend that they have in place making them
more competitive, or less?
Competitiveness
How competitive is your client?
Describe this by filling out Kanter’s Core competencies.
6.2 Relationship and Network Abilities
This was covered in assignment 2.
MKTG1209 Assessment 3 – S2 19. 5
6.3 Marketing activities using the Business Marketing Mix
Please analyse and compare the business marketing mix components your client uses to market to their customers.
Product offering
Use the Product Attributes model and the Product Lifecycle model to analyse their key current (physical) product portfolio.
How well do they meet customer needs?
Service offering
Use the Dimensions of Service and the Flower of Service models to analyse their key service offerings portfolio. How well do they meet
customer needs?
You need to describe any key product/service bundles that they offer.
Pricing offering
Fill out the Factors in Setting Prices model to analyse what influences your client’s price setting?
Which options from the Pricing Strategy model do they appear to be using? Is there a blend of more than one strategy?
Supply Chain performance
To analyse how your client manages their suppliers, please fill out the following models:
• SCM Goals model.
• Porters Value Chain (first stage & Procurement).
Please also refer to the Network Map to describe their supply network.
Distribution Channel performance
To analyse how your client manages their distribution channels, please fill out the following models:
• Distribution Channel Tasks model.
• Porters Value Chain (last 2 or 3 stages and the supporting conditions).
• The Multi-Channel Integration Map.
Please also refer to the Network Map to describe their distribution network.
Communications performance
Analyse your client’s communications performance. To do this, please fill out the Multi-Channel Integration Map and use the Marketing
in Communications Channels’ model to describe this.
Sales Management.
How does your client currently manage their personal sales efforts? Use options from the following models to describe this.
• Typical tasks of Sales Representatives model.
• Organising the Sales Force.
• Options for Structuring the Sales Force.
• The 5 C’s of customer benefits derived from KAM model.
SWOT Summary and TOWS Analysis (5%)
From your industry and customer analysis: what are the Opportunities and Threats that you have identified?
From your internal analysis, what Strengths and Weaknesses have you identified?
Please clearly link the Strengths, Weaknesses, Opportunities and Threats to your analysis: how did you identify these
insights?
From your SWOT Summary, please conduct a TOWS analysis to aid identifying realistic strategy options.
MKTG1209 Assessment 3 – S2 19. 6
Marketing Objectives and Strategy (5%) (1 page)
Please pick one segment to develop your marketing plan for.
Present your proposed objectives (meeting the SMART criteria) and strategy to meet these objectives.
This need to be based on, and clearly linked to, the Strengths, Weaknesses, Opportunities and Threats you have
identified.
8. Implementation plans (40%)
How will you implement your strategy using a Business Marketing Mix. This section needs to be very detailed.
Please use a Balanced Score Card approach to summarise your recommended tactics and changes to the organisation.
This means drawing a 1-page BSC chart.
Please then detail the key BSC elements in the following pages.
Current Value Proposition
What will be your VP for the segment you are targeting?
Choose options from the Generic Value Propositions and describe why you have chosen these.
Companies often have a blend of the Generic VPs. If so, this needs to be described.
Competitiveness
What competitive resources (from your Kanter’s Core competencies analysis) will you base your strategy on? What
resources should the company improve?
Network and CRM
What network adjustments do you recommend? Please show this in the Network Map. Note that only one map is needed
in the report. Use options from the ARA analysis to describe how this change will help achieve success.
What changes to the CRM approach do you recommend? How will this integrate with your Communications and Personal
Selling marketing mix elements?
Marketing activities using the Business Marketing Mix
Please describe the changes to the business marketing mix components that you recommend.
Product offering
Use options from the Product Attributes model to describe your recommended changes to the (physical) product portfolio.
How will they meet customer needs?
Service offering
Use options from the Product Attributes model, the Dimensions of Service model and the Flower of Service models to
describe your recommended changes to the company’s service offerings. How will they meet customer needs?
You need to describe any recommended changes to product/service bundled offerings.
Pricing offering
Use options from the Factors in Setting Prices model to describe the need to your recommended changes to price
setting? Use options from the Pricing Strategy model do describe your recommended changes to the pricing strategy? Is
there a blend of more than one strategy?
Supply Chain performance
Use options from the Key Elements of SCM model and Porters Value Chain (first stage & Procurement) to describe
recommended adjustments to supply chain management.
MKTG1209 Assessment 3 – S2 19. 7
Distribution Channel performance
Use options from the Distribution Channel Tasks model, the Multi-Channel Integration Map and Porters Value Chain (last
2 or 3 stages and the remaining supporting activities) to describe recommended adjustments to distribution channels.
Communications performance
Use options from the Multi-Channel Integration Map and the Marketing in Communications Channels’ model to describe
recommended changes to the communications strategy and tactics.
What will be your Content Strategy.
What sort of IMC approach will you have?
Sales Management.
What changes to Sales Management do you recommend? Use options from the following models to describe this.
– Typical tasks of Sales Representatives’ model.
– Organising the Sales Force.
– Options for Structuring the Sales Force.
– The 5 C’s of customer benefits derived from KAM model.
Project Management
In your implementation plans, please include:
– The proposed timeline showing the priority and order of actions (Gantt Chart).
– A detailed financial budget.
– Your recommendations for evaluating performance (benchmarks).
9. Conclusion (2.5%) (1/4 page)
Here you need to remind the reader of the reason for the report, and what you have found in the analysis.
Report Writing and Quality (2.5%).
The information needs to be presented in a professional and business like manner, using business language, clear
headings and layout, good citations and referencing and effective use of tables and diagrams.
Marking guide.
Please see the rubric in Canvas for the marking guide.

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