• To enhance a clear understanding of the importance of marketing in modern business and to and provide a grasp of effective contemporary marketing practices;?
• Provide a theoretical overview of marketing theory and practical application of innovative marketing strategies;?
• Build research methods relating to samples and inferences particularly in relation to market research data collection and analysis.?How the assessment fits into the subject/course:?Marketing in the 21stCentury has drastically evolved and is a critical component of business administration. The design of Marketing plans is integral to business organisation and the assessment for this subject aims to provide students with group and individual work to apply effective marketing strategies.?Linkages between Assessments 1 and 2:?Assessment 1 requires students to create a case study and review marketing plans. Assessment 2 requires students to devise a marketing plan of products or services offered by their own organisation and to consider how the marketing plan will add value to their organisation.?
Instructions:
This assessment task requires you to develop a Marketing Environmental Analysis. A Marketing Environmental Analysis of the microenvironment and macro environment is key to understanding the possible impact of any external local, national or international factors on a small business. These factors tend to be outside a business owner’s direct control, however, as you have seen, business and marketing strategies can be modified to take advantage of the opportunities they present while also minimizing any potential threats.
Therefore, in this assessment task you will need to:
• Demonstrate your learning about marketing concepts covered in this unit and allow you to demonstrate your level of understanding of those principles?
• Analyse the link between marketing practice and marketing theory?
• Apply appropriate business report writing skills?
• Use the appropriate citation of references and a reference list in your written work?
• Practice aligning strategies to your market analysis?Donald B is a chocolate product maker and owns two stores in Melbourne. He wants to grow his brand nationally and internationally and compete with larger rivals producing cocoa product, confectionery, crystallised or glazed fruit, drinking chocolate, liquorice, marshmallow, candied nut, candied popcorn, etc. He has also considered selling through Coles and Woolworths, Aldi options or creating high end specialty stores.?You will be writing a report for Donald’s company. This first part of the report analyses the market and requires you to:?
1.Discuss the buyer behaviourin relation to chocolate products ?
2.Analyse the microenvironment. (the relevant publics, the suppliers). ?
3.Summarisethe likely competitors, what they offer and who they seem to target ?
4.Analyse the macroenvironment. What are the society-wide influences on chocolate ?products? Are there demographic, economic, natural, technological, political, or cultural trends that have, or will, affect fast food consumption? ?
Note: take the time to find good quality references to support your ideas, suggestions and explanations using marketing theory in your report. Feel welcome to divide the assignment into four subjects according to the four requirements above.
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