Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of...

The company i choose is Smiggle.


Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assessment 2 Information Subject Code: MKT304 Subject Name: Strategic Marketing Assessment Title: Strategic Marketing Plan Assessment Type: Length: Individual Written Report 2000 words (-/+ 10% allowable range) Weighting: 40% Total Marks: Submission: 100 Online Due Date: Week 10 Your task Individually, you are required to create a 2000 words strategic marketing plan building on your recommendations using the allocated business or not-for-profit organisation from assessment one. Assessment Description The purpose of this individual assessment is to provide students with an opportunity to use marketing concepts to analyse and evaluate external and internal environments so you can formulate and appraise marketing strategies in a range of contexts and construct, evaluate and communicate a strategic marketing plan. Assessment Instructions Individually, you are required to write a 2000 word marketing plan that looks at all elements of the marketing mix and explores the positioning of your brand relative to current and potential competitors in the market. In preparing your marketing plan, you are required to adhere to a specific structure that addresses the following: • Introduction o A brief overview of the brand and recommendations from the audit. o Outline of what will be covered in the report. • Competitor Analysis o Identify at least five direct and indirect competitors, as well as other forms of competition. o Discuss the strengths and weaknesses of these competitors. • SWOT Analysis o Undertake and explore a SWOT analysis of your brand. o Expand and discuss the opportunities and threats that exist for this brand. Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. • Marketing Strategy o Use the Ansoff Matrix and Porters Generic Strategies to discuss suitable strategies for your chosen brand. • Targeting and Positioning o Identify the desired target markets for this brand and explain your choice. o Discuss and justify the desired positioning of your brand within this market. • Marketing Objectives (SMART) o Discussion on suitable marketing objectives for your chosen brand. o Explanation as to how your marketing plan will achieve these objectives. • Conclusion o Reinforce how the objectives of each IMC tool will achieve the campaign outcomes you have identified. • References (in Kaplan Harvard Referencing Style) • Appendix (examples of the marketing mix you explored during your research) You are required to use at least 8 sources of information and reference these in accordance with Kaplan Harvard Referencing Style. These may include websites, government publications, industry reports, census data, journal articles, and newspaper articles. These references should be presented as in-text citations and a reference list at the end of your report. Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assessment Submission This assessment must be submitted as a ‘Word’ file to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin will notify you if there is an issue with the submitted file. In this case, you must contact your workshop facilitator via email and provide a brief description of the issue and a screenshot of the Turnitin error message. You are also encouraged to submit your work well in advance of the deadline to avoid any possible delay with the Turnitin similarity report or any other technical difficulties. Late assignment submission penalties Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School “late assignment submission penalties” policy. Number of days Penalty 1* - 9 days 5% per day for each calendar day late deducted from the total marks available 10 - 14 days 50% deducted from the total marks available. After 14 days Assignments that are submitted more than 14 calendar days after the due date will not be accepted, and the student will receive a mark of zero for the assignment(s). Note Notwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students *Assignments submitted at any stage within the first 24 hours after the deadline will be considered to be one day late and therefore subject to the associated penalty For more information, please read the full policy via https://www.kbs.edu.au/about-us/school-policies https://www.kbs.edu.au/about-us/school-policies Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. 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 or time 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 COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. MKT304 Assessment 2 Marking Rubric – Strategic Marketing Plan 40% Marking Criteria (__/100) F (Fail) 0-49% P (Pass) 50-64% C (Credit) 65-74% D (Distinction) 75-84% HD (High Distinction) 85-100% Objectives __/10 marks You have failed to provide marketing objectives, or they were not relevant to the brand. You have provided objectives that partially SMART and require further linkages to your marketing plan. You have provided SMART objectives that require further linkages to your marketing plan. You have provided SMART objectives that are detailed and linked to your marketing plan. You have provided SMART objectives that are well-detailed and clearly linked to your marketing plan. Competitor research __/15 marks You have identified wrong competitors and did not adequately discuss how they adapt to the cultural values of the chosen country. You have identified a limited number of competitors or did not adequately discuss how they adapt to the cultural values of the chosen country. You have identified all of the competitors and provided an adequate discussion on how they adapt to the cultural values of the chosen country. You have identified all of the competitors and provided a detailed discussion on how they adapt to the cultural values of the chosen country. You have identified all of the competitors and provided a comprehensive discussion on how they adapt to the cultural values of the chosen country. SWOT Analysis __/15 marks You have provided SWOT analysis that does not identify the strengths, weaknesses, opportunities and threats of your chosen brand well or the SWOT analysis is absent. You have provided a basic SWOT analysis that partially identifies the strengths, weaknesses, opportunities and threats of your chosen brand, although further detailed analysis is needed. You have provided a clear SWOT analysis that identifies the strengths, weaknesses, opportunities and threats of your chosen brand, although further detail is needed. You have provided a detailed