Page 1 XXXXXXXXXXKaplan Business School Assessment Outline Assessment 3 Information Subject Code: MKT304 Subject Name: Strategic Marketing Assessment Title: Strategic Marketing Proposal Assessment...

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Strategic Marketing


Page 1 Kaplan Business School Assessment Outline Assessment 3 Information Subject Code: MKT304 Subject Name: Strategic Marketing Assessment Title: Strategic Marketing Proposal Assessment Type: Proposal Word Count: 1500 Words (+/-10%) Weighting: 40 % Total Marks: 40 Submission: Via Turnitin Due Date: Week 13 Your Task Your task is to create and present strategic marketing proposal for your chosen organization based on week 10’s content. Assessment Description You are leading the Marketing Development Team of a global organisation. Your team is to plan for an integrated marketing communications launch of a new product in Australia. Your chosen organisation should be one of the following categories. (1) Convenience goods, (2) shopping goods, and (3) specialty goods You may would like to use parts of the marketing proposal template on this website: Assessment Instructions In alignment with Week 10 Marketing Plan Framework, you are required to: 1. Choose a brand category you would like to represent and select one new product under the category 2. Choose at least 2 key marketing theories to discuss the new direction for the brand and integrate and discuss in depth in your report 3. Identify a new strategic brand position using Ansoff’s matrix and offer a new strategic marketing plan focusing on either offensive or defensive strategies https://www.business.gov.au/%7E/media/Business/Business-plans/Marketing-plan-template-and-guide-doc.docx?la=en https://www.business.gov.au/%7E/media/Business/Business-plans/Marketing-plan-template-and-guide-doc.docx?la=en Page 2 Kaplan Business School Assessment Outline Important Study Information Academic Integrity Policy KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy. What is academic integrity and misconduct? What are the penalties for academic misconduct? What are the late penalties? How can I appeal my grade? Click here for answers to these questions: http://www.kbs.edu.au/current-students/student-policies/. Word Limits for Written Assessments Submissions that exceed the word limit by more than 10% will cease to be marked from the point at which that limit is exceeded. Study Assistance Students may seek study assistance from their local Academic Learning Advisor or refer to the resources on the MyKBS Academic Success Centre page. Click here for this information. http://www.kbs.edu.au/current-students/student-policies/ https://elearning.kbs.edu.au/course/view.php?id=1481 Page 3 Kaplan Business School Assessment Outline Assessment Marking Guide Marking Criteria F (Fail) 0 – 49% P (Pass) 50 – 64% CR (Credit) 65 – 74% DN (Distinction) 75 – 84% HD (High Distinction) 85 – 100% Critical Analysis of Identified Issues 20% Your analysis lacks depth, and your interpretation is not relevant You briefly analyse some of the issues and your interpretation is not always relevant You sufficiently analyse most of the issues and your interpretation is well structured You thoroughly analyse and interpret the issues articulately You critically analyse and interpret the issues articulately and convincingly Theory comprehension and application 30% Your analysis identifies and applies minimal or none of the relevant MKT304 theories and concepts. Your analysis identifies and applies the basic MKT304 theories and concepts. Your analysis identifies and applies some of the MKT304 theories and concepts. Your analysis identifies and applies many of the relevant MKT304 theories and concepts. Your analysis clearly identifies and applies all the relevant MKT304 theories and concepts and do so convincingly. Strategic Recommendations 30% The quality of your recommendations is poor and/or incoherent. You have drawn some useful recommendations although a more comprehensive analysis of the scenario would have been helpful. You have drawn mostly useful recommendations You have drawn varied, well researched and compelling recommendations You have drawn dynamic, comprehensive and convincing recommendations Research 10% Your research lacks focus because of an unsuitable choice of sources You have selected basic primary and/or secondary sources Your research is focused, drawn from a reasonable selection of primary and secondary sources Your research is focused, complemented by a quality selection and range of primary and secondary sources Your research is extensive and focused, complemented by a quality selection and large range of primary and secondary sources Report Format 10% o Spelling and/or grammar is consistently incorrect, impacting on the flow and readability of your analysis o Ideas/themes have not been developed o The format chosen for your analysis lacks thought and consideration for the intended audience o In-text referencing and/or reference list is mostly incorrect or non-existent o Even though grammar and spelling are an issue, they do not detract very much from the readability of your analysis o Ideas/themes have been developed, but your composition lacks connections and integration. o The format chosen for your analysis is appropriate, but major improvements would enhance its presentation o An earnest attempt at intext referencing is obvious but there are major errors o Mostly correct grammar and spelling are very good but with occasional errors o Ideas/themes have been developed, but connections are not always obvious. o The format chosen for your analysis is appropriate, but some improvements would enhance its presentation o Mostly correct in-text referencing and reference list with minor errors throughout and the occasional major error o Errors in grammar and spelling is rare o There is a logical connection between your statements, adding to the readability and credibility of your analysis o Your analysis is professionally presented and has been submitted in the appropriate format o In-text referencing and the resultant reference list are correct, with only the occasional minor error o Correct grammar and spelling throughout the analysis with no obvious errors o There is an obvious and logical connection between your statements, enhancing the structure, synthesis, credibility, and readability of your analysis o Your analysis is professionally presented and exceeds expectations in what is evidently suitable for a high- grade commercial environment o In-text referencing and the resultant reference list are correct, with no errors Page 4 Kaplan Business School Assessment Outline Feedback will be released via Turnitin Assessment 3 Information Subject Code: Subject Name: Strategic Marketing Proposal Assessment Title: Proposal Assessment Type: Weighting: Total Marks: Via Turnitin Submission: Week 13 Due Date: 40 % 40 MKT304 Strategic Marketing Word Count:
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Answered Same DayFeb 13, 2021MKT304

Answer To: Page 1 XXXXXXXXXXKaplan Business School Assessment Outline Assessment 3 Information Subject Code:...

Moumita answered on Feb 16 2021
142 Votes
Strategic Marketing Proposal
Table of Contents
Introduction    3
Marketing Theories for the Integration of the Brand    3
Porter’s Five Forces    3
PESTLE Analysis    4
Identifying Brand Positioning using Ansoff's Matrix    5
Strategic Marketing Plan    6
Conclusion    7
References    8
Introduction
The Australian Biscuit company Arnott's Biscuit is coming up with a new product named the Choco latte biscuit which is made primarily for convenience purposes. This report deals with providing a brief strategic marketing plan for the launch of the new product but before that, a detailed PESTLE Analysis and the positioning analysis of the company has been done. In this way, the company can have an understanding of the different strengths and weaknesses attached to its marketing and positioning. According to that, the new product can be launched in the market in future.
Marketing Theories for the Integration of the Brand
Porter’s Five Forces
The threat of the New Entrants
If there is any new competitor in the market who is also coming up with the same kind of product then it can be risky for Arnott's Biscuit.
Rivalry amongst the Existing Competitors
There are different competitors from a very previous time and Arnott’s biscuit should focus on the different strategies and pricing points of those and thus their marketing strategies should be developed.
Bargaining Power of Suppliers
The bargaining power of the suppliers has a great contribution to the marketing strategy (Gerard, 2018). If the suppliers give the products in a less amount then the price of the main product can be in a low range.
Bargaining Power of Buyers
If the buyers are buying the Choco Latte Biscuits in a low range then the market price of the product will be reduced as well (Dobbs, 2014).
Threat of Substitutes
There are no specific threats of substitute in the case of Arnott’s biscuits and that is the reason why from this perspective the company is safe in the external market platform.
PESTLE Analysis
To launch a new product it is very important to conduct a brief PESTLE analysis of Arnott's biscuit.
Political
The introduction of the sugar tax on the sweet product can hurt the new launches of the company. The Choco Latte biscuit has very high sugar content and that is the reason why it can fall under the category of the sugar tax.
Economic
The income of the Australian Household has increased a lot from the year 2017 and that is the reason why they are now more interested in the premium products of food including the biscuits (Islam and Mamun, 2017). That is the reason why it can act as a very risky criterion for the new launch of the product.
Social
The Australian consumers are very health conscious and this phenomenon is increasing day by day. They rely upon some natural ingredients which are not there in the biscuit. That is the reason why it can act as a threat to the company's revenue ratio.
Technological
There is an emergence of new technologies which can make the manufacturing process of the new product easier. In that way,...
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