Length: 1800 words, excludes executive summary, List of References and Appendices. Note that an Introduction and Conclusion is not required. Submission: Word document to be submitted through Turnitin....

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Length:            1800 words, excludes executive summary, List of References and Appendices. Note that an Introduction and Conclusion is not required.                           Submission:    Word document to be submitted through Turnitin.  Requirements You need to create a marketing plan for a sustainable product (good or service) for an existing organisation. The organisation can be large, small, not for profit, local or international. However the product (good or service) needs to be fictitious – you need to create a completely new product or service or idea for the organisation. Marketing is pervasive in everyday life. At all stages of their life cycle (from raw material, production, consumption to end-of-life), market offerings can cause adverse environmental and social impacts (Maxwell, Sheate, & van der Vorst, 2006). As you will learn in Topic 1, marketing is all about “creating, communicating, delivering and exchanging offerings[1] that have value for customers, clients, partners and society at large” (American Marketing Association cited in your text, Lamb et al. 2016, p. 3). The aim of this assessment is for you to identify a problem and to contribute a solution to this problem through the use of appropriate marketing and creative problem-solving (CPS) tools. The product offering that you choose needs to be something that a consumer (or customer) can purchase. You will develop: (1) a concept for a new or improved offering (2) a marketing plan for the proposed offering to ensure it has the greatest level of success. Remember you base your marketing plan on an existing organisation however the  product needs to be fictitious and solve an environmental or social problem. What kind of sustainable offering (product or service)? You can create or choose a product that aims to help solve an environmental problem or a social problem such as: a.        an existing sustainable offering capable of being marketed more effectively (change in marketing, e.g. packaging, advertising, minor product   modification). For example a social enterprise such as Thank You introduces recycled plastic bottles for their Thank You water. b.       an existing non-sustainable offering capable of being redesigned for sustainability (incremental technical innovation and change in marketing). For example when Colgate introduced their toothbrushes made from bamboo to reduce the use of plastic. c.       a new offering with a key sustainability benefit that overcomes an existing or latent ‘problem’ (radical technical innovation and new marketing). For example when Coca Cola introduced a product with stevia to address the societal problem of excess consumption of sugar. d.       solve a social problem such as loneliness for older people, low literacy rates of children in low socio-economic communities. For example Macquarie Bank providing social financing or social enterprises such as Who Gives a Crap. Another key requirement is, of course, that the offering provides customer value. Your new or improved sustainable offering may be a consumer good, industrial good or a service. Please state all necessary assumptions and claims you have made about the organisation behind the sustainable offering. Identify your assumptions and claims clearly, e.g. by adding “(fictitious)” or “(assumption)” to each one. Please set-out your work using the format and headings outlined below:   Executive summary (5%) This is a synopsis of the overall marketing plan. On about one page, outline the major content areas and recommendations covered in your plan. Be sure to mention the business name and the brand name of the market offering. Table of Contents - inclusive of page numbers 1.    Situation analysis (15%) – 400 words Draw on Topic 2: · Background to the business · Environmental analysis (macro and micro) · Product analysis: outline of the new sustainable offering · Market and customer analysis for the new offering. 2.    Objectives (draw on Topics 2 and 7) (10%) – 150 words State the financial, marketing and other objectives you would like the sustainable market offering to achieve. They need to be SMART (specific, measurable, attainable, relevant and time-bound). Present your objectives in bullet points with a short explanation, using the following headings: · Financial objectives (e.g. sales, net profits p.a., ROI) · Marketing objectives (e.g. market share, consumer awareness, number of dealers) · Sustainability-related objectives, e.g. ecological (waste reduction), social/community (awareness of or participation in sustainability projects). 3.    Target market (draw on Topic 6) (10%) – 100 words Recommend a target market using the four bases of segmentation. Support your recommendation for selecting this particular target market, that is, why does this target market have the biggest potential? 4.    Marketing strategies – 1, 000 words This section should outline the broad marketing strategies that will be implemented to achieve the objectives for your sustainable market offering. Cover the following: 4.1.                Positioning (Topic 6) (5%) · Develop a clear positioning statement for your sustainable market offering, i.e. how will it provide differentiated value for the target market 4.2.                Product/service – market offering (draw on Topic 8) (15%) · Cover the following: · Nature of the offer – what combination of good, service and experience · Level – core, actual and augmented product · Type – industrial or consumer good (convenience, shopping, speciality or unsought) · Unique selling proposition (USP) or sustainable competitive advantage · Detail your recommendations concerning branding, packaging, labelling Optional additional product-related strategies for service offerings (as per Topic 8): 1.            People (Internal marketing; customer service) Explain how you will: · select, train, staff · manage customer expectations through service providers/staff.   2.            Process (systems; procedures) Explain what systems you will use to support the staff to deliver the service.   3.            Physical evidence (Internal marketing; customer service) Explain how you will offer tangible cues about your service: · exterior facilities (e.g. building, parking) and interior facilities (eg light, sound) · space/function, e.g. store layout · signs, symbols, e.g. staff uniforms, store signage, brochures 4.3.                Price (draw on Topic 9) (10%) · Explain how you will set the price for your offering. Your pricing should be consistent with your financial objectives and address each of the following steps: 1. 1. Pricing goals – profit-oriented, sales-oriented or status-quo oriented 2. Forecast demand, costs and profits 3. Pricing strategy – penetration, skimming or status quo.   4.4.                Placement / distribution (draw on Topic 10) (10%) · Explain how you will get your offering to the final consumer. Consider the following decisions in your discussion: · Channel structure – direct or indirect · Level of distribution intensity – intensive, selective or exclusive · Logistics services – the desired level of supply chain service, which maximises service yet minimises cost (e.g. value-added services, product transformation).   4.5.                Promotion/ marketing communications (draw on Topic 11) (10%) · Explain how you will apply the integrated marketing communications (IMC) concept to the promotion of your offering. Your discussion should cover: · Communication goals (to perform, persuade or remind) · Message design – should be consistent, unified and customer-focused · Promotional mix (advertising, public relations, personal selling, sales promotion, direct marketing, digital marketing, other such as product placement). Note sections 5, 6 and 7 are worth 5% together – 150 words. 5.    Marketing implementation (draw on Topics 2 and 7) Develop an action plan for key tasks related to implementing each strategy element (product, price, place, promotion): · What will be done? Link each activity to discussion within Section 4 on Marketing strategies. · When will it be done? (target completion date) · Who will do it? (responsibility) · How much will it cost? (expenditure) This can be presented in a table format. Present only those strategies that were discussed in Sections 4.1 to 4.5 6.    Budget (draw on Topics 2 and 7) Develop an approximate budget for the time horizon of your plan (1, 3 or 5 years) covering the following elements: · Revenue: Forecast sales volume in units multiplied by the average price (link to 4.3 on Price) · Less: Cost of production (link to 4.3 on Price) · Less: Cost of distribution (link to 4.4 on Placement) · Less: Marketing costs (link to action plan in Section 5.) · Projected profit (check that this appears in your Executive Summary). Use online research to determine costs that are realistic rather than made-up costs. 7.    Evaluation and control (draw on Topics 2 and 7) Explain how marketing activities will be monitored to ensure success. Give specific directions as to who will be responsible for evaluation and how it will be carried out. In particular, explain how you will use the following (and/or other) metrics to evaluate your marketing performance against your marketing objectives: · Financial (e.g. sales, profitability, ROI) · Marketing such as consumer attitudes (e.g. awareness, knowledge, attitude, satisfaction), consumer behaviour (number of new consumers, conversions), market share, relative to competitor (relative consumer satisfaction, perceived quality) · Sustainability, i.e. social (awareness of or participation in sustainability projects) and environmental (e.g. carbon emissions, recycling of operational inputs and product, operational waste, consumer waste). 8.    References Include at least 3 academic references with corresponding full references in your List of References.  Marking criteria: 1. Application of marketing plan: Analysis of situations; engagement with theoretical concepts and applied/industry information: (90%): Executive summary (5%) 1. Situation analysis (10%) 2. Objectives (5%) 3. Target market (10%) 4. Marketing strategies: a. Positioning (5%) b. Product/service (15%) c. Price (10%) d. Place/distribution (10%) e. Promotion/marketing communications (10%) 5. Marketing implementation 6. Budget 7. Evaluation and control   1. Written communication including referencing (10%): · Effective organisation, so that the report is easily understood, coherent, consistent and visually appealing. · Visuals need to be relevant and explained in the text. · Be sure to identify and apply relevant marketing concepts and include additional industry information relating to your particular context. · Acknowledge/reference correctly ALL sources – scholarly and applied/industry – in-text and in a List of References (LOR).
Answered 24 days AfterSep 03, 2021Southern Cross University

Answer To: Length: 1800 words, excludes executive summary, List of References and Appendices. Note that an...

Abhishek answered on Sep 04 2021
139 Votes
MARKETING PROPOSAL
APPLE GLOVES
Executive Summary
This report is based on the development and marketing of a new product by Apple called the Apple Gloves. This product will offer the ability to the people to use their mobile phones outside wearing gloves. The gloves are reusable and offer a reasonable advantage to the users at the time of the coronavirus pandemic in Australia. Consequently, the product will be free if the customers purchase any Apple product. However, the Gloves will e charged if any c
ustomer purchases them independently. The pricing and the marketing strategies reveal the probable success of the new business strategy by Apple.
Table of Contents
Executive Summary    2
1. Situation Analysis    5
1.1 Background to the Business    5
1.2 Environmental Analysis    5
Strengths    5
Weaknesses    5
Opportunities    5
Threats    5
1.3 Product Analysis    5
1.4 Market and Customer Analysis    6
2. Objectives    6
2.1 Financial Objectives    6
2.2 Marketing Objectives    6
2.3 Sustainability Related Objectives    6
3. Target Market    7
Geographic    7
Demographic    7
Psychographic    7
Behavioural    7
4. Marketing Strategies    7
4.1 Positioning Strategy    7
4.2 Product/Service Market Offering    7
4.2.1 People    8
4.2.2 Process    8
4.2.3 Physical Evidence    8
4.3 Price    8
4.4 Distribution    9
4.5 Promotions and Marketing Communications    9
5. Marketing Implementation    10
Activities    10
Responsibility    10
Deadline    10
Cost    10
6. Budget    11
Revenue Per Annum    11
Total    11
Fewer Expenses Per Annum    11
Total    11
7. Evaluation and Control    11
References    12
1. Situation Analysis
1.1 Background to the Business
Apple is one of the leading electronics companies that operate all over the world. The company has been popular for its premium and superior quality of mobile phones and other electronic gadgets. Apple has been one of the leading mobile phone manufacturers and one of the largest selling brands in the United States and Australia (Apple, 2021). The company has been known for its superior quality of electronic gadgets and the sustainability programmes introduced by them from time to time.
1.2 Environmental Analysis
    Strengths
    Weaknesses
    · High market share when analysed the market in Australia and worldwide
· High technological manifestations in their products and services
· Highest quality built quality offering by a company in its segment
    · High cost of the products and services that are offered by Apple
· One product in each department are launched every year
    Opportunities
    Threats
    · High demand for mobile phones and wireless music systems
· High employment rates with advanced technical skills
· High rate of customer loyalty and attractiveness
    · Diversity in products are low
· Customers have a narrow range of products to choose from
· Expensive products cannot be afforded by customers of diverse economic backgrounds
Table 1: SWOT Analysis of Apple Gloves
1.3 Product Analysis
The innovative products that will be offered by Apple are the Apple gloves. Due to the increased dreadful nature of the Covid-19 pandemic, the use of gloves has been encouraged by the government and other healthcare organisations within Australia and worldwide. However, while using gloves one of the major problems encountered by people is using their mobile phones. Therefore, Apple will introduce Apple gloves that will allow people to wear the gloves while going outside (Malin, 2021). People may be able to use mobile phones with precise accuracy while using Apple gloves. The screen of the mobile phones will remain unaffected and the people may be very comfortable using the clubs, which may prevent them from using their hands while working outside. The approved gloves will be a complimentary gift provided to every customer that purchases any Apple product (Naidoo & Saheed Bayat, 2020).
1.4 Market and Customer Analysis
People moving outside in the time of the pandemic face significant problems while using their mobile phones as there are high chances of contamination. It is observed that about 22% of the people who carried coronavirus did not wear gloves (Rahman, Amin & Al Mamun, 2021). Therefore, the gloves may provide a significant advantage to the people in this case. This will be a significant reduction in the market as most of the people use mobile phones and therefore the overall sales may be significantly high for apple after the product is monetised for people who purchase the gloves autonomously.
2. Objectives
2.1 Financial Objectives
· To obtain the support of the government and permission to increase the production of Apple Gloves
· To increase the overall revenue by 50% by increasing the Apple iPhone and other Apple product sales
2.2 Marketing Objectives
· To reach about 50% of the target Apple users population in 3 months
· To become one of the most favoured and safe gloves for use in times of the pandemic
· To ensure that the customers who purchase any Apple product are provided with the product free of cost
This will ensure that Apple iPhones sales are increased by about 30% in one year
2.3 Sustainability...
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