代做MKTG3501 Semester 2, 2024 Assessment 2代做留学生SQL语言

日期：2024-10-14 05:34

MKTG3501 Semester 2, 2024

Assessment 2 Guidelines – Marketing strategy pitch

Weight: 40%

Submission: Recorded presentation

Word limit: 20 minutes maximum (+/- 10%). Any content submitted beyond the limit is ineligible for marking. Referencing: APA 7th

Having completed the marketing simulation, teams are now requested to review results and develop a comprehensive marketing strategy to execute over the next 12 months. The task is approached as a strategy pitch to the CEO to gain further funding and continuation of employment for the team.

Teams will consist of 5-6 team members (who will work together throughout the semester in tutorials, therefore must be enrolled in the same tutorial). Students will be able to nominate teams, or can be allocated by the tutor. Students who do not attend tutorials and are not in groups by the end of Week 3 will be assigned at the discretion of the teaching team or may be required to complete the task individually. A team contract will be submitted in Week 4 and peer evaluation will be performed in Weeks 6 and 9, as well as in Week 12 with assessment submission. Group issues (small or large) may result in reduced marks for individuals with insufficient contribution, even resulting in a zero mark where appropriate.

Teams should evaluate performance of the first 8 quarters of the simulation and identify a set of clear strategic marketing problems/opportunities to focus on in the development of the marketing strategy. Notably, this will not be a list of issues to solve, but an informed view of strategic imperatives to direct decision making.

As a group, you will then formulate an informed and theoretically justified marketing strategy which addresses the major issues and opportunities and builds upon the identified strengths. You will identify and leverage the current competitive advantages and create a new marketing mix strategy for implementation, with justification. You have a budget of $1,000, 000 to expend over a 12-month period (including all costs, ongoing and new) .

Groups are given a list of potential marketing strategies , following, to choose from and must select one and justify a strategy before developing a plan to execute. These strategies are discussed in Hooley, Piercy, Nicoulaud, & Rudd (2017). Marketing Strategy and Competitive Positioning, Chapter 10. In practice, a mix of offensive and defensive strategic maneuvers may be relevant, but groups should select only one, as a priority area for strategic focus.

•    Offensive strategies

o Frontal attack

o Flanking attack

o Encirclement attack

o Bypass strategy

o Guerrilla tactics

•    Defensive strategies

o Position defence

o Flanking defence

o Pre-emptive strike

o Counter-offensive

o Mobile defence

o Contraction defence

Please consult the marking criteria for full explanation of grading and details of expectations. The presentation should address the following areas. The presentation will be recorded and loaded online, with a reference list included as the last slide/s shown in the presentation. There is no set number of references needed, but extensive quality relevant scholarly theory and practical information will be used to demonstrate informed viewpoints and evidence.

Please note, while this task  is   a presentation, the amount of  research,   evaluation, consideration, ideation and justification that needs to go into this task is substantial.  This is not a simple task which can be completed at the last minute, so all groups are encouraged to get an early start on this to have the best chance of success. Traditionally, groups who begin early have performed more strongly.

Content guidelines

•  Introduction (strategic insights from simulation performance)

• Overarching strategy and SMART objectives

•  Positioning and competitive advantage

•  Customer analysis

•  Marketing mix implementation (including timing and budgeting)

•  Conclusion

•  Reference list

Other important guidelines

•    This strategy is in relation only to the potential markets within the strategy.

•    The strategy should be a 12-month plan.

•    To get started you will need to:

o Attend and participate in tutorials

o Evaluate simulation performance (against relevant metrics)

o Review lectures/chapters to understand strategic options

o There is much more to do but these are all good places to start.

Some content tips

•  Introduction - A SWOT is useful here but overall conclusions need to be drawn.

• Overarching strategy and SMART objectives

o Select just one strategic manoeuvre to direct your strategy

o Ensure objectives address the strategic insights from introduction.

•  Positioning and competitive advantage

o Explain the maintenance or change in position, connected to goals

o Perceptual maps are a useful tool

o Identify what the advantage is that you offer consumers?

•  Customer analysis

o Consider the target strategy (mass, differentiated, niche, micro)

o What segmentation variables dominate your strategic choices

o Is there are overarching commonality in targets?

o Justify a persona

•  Marketing mix implementation (including timing and budgeting)

o Use all 4 Ps - show the role of the P, in contributing to objectives

o Do not propose ‘complete market research’ as a strategy. You have market research; you need to explain what insights you have and use that to make specific choices.

o Specificity is key. For instance, don’t just say advertising spend: who, where, when, what will you say, why etc, be comprehensive.

•  Conclusion

o Justify why this is the right choice - what is the expected return?

•  Reference list

Submitting the video

Please follow the specific instructions provided in the A2 folder to ensure you correctly submit your assessment prior to the deadline. Failure to follow instructions resulting in incorrect submission may involve late penalties.