Houzit homeware case study

Assessment Resource Summary

Unit Details

BSBMKG609 Develop a marketing plan

Assessment Type

This is a summative assessment, this assessment needs adequate practice prior to undertaking this assessment.

Assessment Methods

Project and PPT

Assessment 2

Task 2 – Project Work and Presentation
Submission Details
The assessment task is due on the date specified by your assessor. Any variations to this arrangement must be approved in writing by your assessor.

Submit this document with any required evidence attached. See instructions below for details.

Assessment description
This assessment his divided in four (4) sections. This assessment requires you to devise a marketing strategy, plan marketing tactics, prepare the marketing plan and present and adjust the marketing plan.

Procedure
Section 1: Devise a marketing strategy
Write a report that outlines the marketing strategies required for a marketing plan. You may use the case study scenario in Annex VII to complete the tasks.

1. Evaluate the options for marketing opportunities.

a. Provide a summary of the organisation’s business structure and products/services it provides.

b. Address the organisational objectives.

c. Evaluate the risks and returns in the selection process.

2. Identify the organisation’s strengths and opportunities in line with its current capabilities and resources.

a. Complete a SWOT analysis.

b. Complete a gap analysis.

c. Identify at least two possible alliances, and weigh up the advantages and disadvantages.

3. Develop feasible marketing strategies for the product/service.

a. Identify the strategies for pricing, placement and promotional channels.

b. Describe a marketing mix, such as the people, processes and physical evidence.

c. Identify the target market segmentation.

d. Recommend marketing strategies and explain how they align with the organisation’s strategic direction.

4. Develop a marketing performance review strategy. The strategy must be able to:

a. Measure the organisation’s marketing performance using marketing metrics such as numbers of clicks, conversion rates and return on investment (ROI).

b. Review organisational performance, such as by using progress reports.

Section 2: Plan marketing tactics
5. Write a report that details a tactical plan for implementing each of the marketing strategies you recommended.

a. Develop a coordination and monitoring mechanism for scheduled activities, such as a work schedule or project management application. This includes:

· Detailing a budget for implementing the marketing strategy

· Identifying the people responsible for tasks, including internal and external stakeholders such as suppliers and specialists.

b. Explain how the strategies are achievable in line with the organisation’s objectives, capabilities and budget.

c. Explain how the tactics meet legal and ethical requirements.

d. Identify ways to review the ongoing performance against the objectives and budget, and adjusted if required. Section 3: Prepare the marketing plan

6. Develop a marketing plan.

a. Meet organisational and marketing objectives.

b. Incorporate marketing approaches and a strategic marketing mix.

c. Ensure there is a rationale for objectives and information that supports the choice of strategies.

Section 4: Present and adjust the marketing plan
7. Present the marketing plan in the required format and time frame using appropriate language and nonverbal techniques. The format could be:

· written report

· slideshow presentation

· spreadsheet

· combination of methods.

8. Make adjustments to the marketing plan in response to feedback from key stakeholders. Feedback may be obtained through:

· evaluation forms

· listening and questioning via face-to-face interviews ● group feedback sessions ● online surveys.

9. Disseminate the plan to key stakeholders for implementation in the required time frame. This may be via:

· email

· team meetings

· project management applications.

Specifications
You must submit:

1. Report on marketing strategies (Task 1 – 4)

2. Tactical plan (Task 5)

3. Marketing plan (Task 6)

4. Marketing scorecard (Task 6)

5. Evidence of marketing plan presentation (Task 7)

6. Feedback from key stakeholders (Task 7)

7. Adjusted marketing plan (Task 8)

8. Evidence of distribution of updated plan to key stakeholders (Task 9)

Annexure 1

Marketing plan evaluation form
Presenter: ……………………………………………….

Date: ……………………………………………………...

Participants

⬜ Colleague/peer

⬜ Other (specify)…………………

To what extent did the marketing plan give clear information in relation to the following?

Yes

Somewhat

No

Comments

1. The marketing challenge

2. The market research that has been conducted

3. Customer analysis and perceptions

4. Competitor analysis

5. Alliances and collaborators

6. Summary of SWOT analysis

7. Market segmentation

8. Alternative marketing strategies

9. Recommended marketing strategy

10. Description of the four Ps – product, pricing, positioning and promotion

11. Short- and long-term projections

12. Rationale for marketing strategies

13. Evaluation and monitoring strategies

Additional comments
…………………………………………………………….……………………………………………

……...………….…………………………………………………………….…………………………

……………………..…………….…………………………………………………………….………

…………………………………….…….…

Annexure 2

Marketing budget template

Marketing budget
Title:

Objective and target outcome:

Customer segment:

Task

Cost

Approval signature

Production budget:

1

2

3

4

5

6

Promotion budget:

1

2

3

4

5

6

Annexure 3

Marketing scorecard template

Marketing scorecard
Identify the expected outcomes from the marketing strategy.

Marketing objective

description

Activity/go

al

Target time

frame/deadline

Key performance

indicators

Marketing objective 1: