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MKG201_Assessment 2_Group Project_M6 Page 1 of 8 ASSESSMENT 2 BRIEF Subject Code and Title MKG201 – Business-to-Business Marketing Assessment B2B Group Project - Marketing Plan Individual/Group Group Length 4,500 words+/- 10% Learning Outcomes a) Apply the key principles of business-to-business (B2B) marketing. c) Discuss the importance of developing strong business relationships between the organisation and business clients. d) Demonstrate how the marketing mix is used in B2B marketing. e) Identify appropriate evaluation metrics to support B2B marketing strategies. Submission Due by 11:55pm AEST/AEDT Sunday of Module 6 (week 11) Weighting 40% Total Marks 100 marks Context: The outcome of this assessment is to create a marketing plan for a B2B product or service. In developing a marketing plan for a B2B product or service provider, you will develop industry relevant skills to: Display personal leadership and management qualities that reflect ethical & sustainable business practices Recognise and analyse business operations, challenges, and innovations and identify and assess business solutions Demonstrate an ability to think strategically about an organisation Communicate effectively in business contexts and across cultures Develop, integrate, and evaluate broad business theoretical and technical knowledge in the marketing business environment Apply research skills appropriate to the qualification MKG201_Assessment 2_Group Project_M6 Page 2 of 8 Acquire business and personal communication skills whilst working or in a business environment. Demonstrate leadership and collaborative skills to perform effectively in a team within a business context. The Marketing Plan Project comprises two parts: assessment 2 (Marketing Plan) and assessment 3 (Marketing Plan Presentation). Therefore, assessment 2 and 3 are related, as a marketing plan for a B2B product or service. Instructions In order to address this task, you are required to select a real life B2B product of a company of professional or career interest. It is recommended that you select a product/company from those presented by your group member in assessment 1 (Diagnostic Report). However, you do have the option of selecting a new company altogether. (Be mindful that a good marketing strategy starts with a strong diagnosis of the market, as performed in assessment 1). In this assessment (assessment 2), you are required to outline the target market, positioning, marketing mix, and evaluation of key performance indicators, for a proposed marketing plan. In addressing the tasks, you are required to use relevant theories and concepts as well as data and facts to show their application. Assessment 2 is comprised of the following tasks: 1. Outline the target market of the selected B2B product – explain the relationship strategy for this specific target market, to grow the business of the selected product. 2. Outline the SWOT analysis for this business. 3. Develop marketing objectives for this product. 4. Formulate the position strategy, for this product – outline the core competency that the business has in the industry. Formulate the possible positioning statement for this product, considering: the target market, core competencies, and reason to believe. 5. Describe the product mix. 6. Describe the service strategy for this product – outline the customer’s service need for this product. Detail the service strategy required to meet the customer’s service need for this product. 7. Formulate a new marketing distribution channel strategy for this product. 8. Formulate a corresponding pricing strategy for this product. MKG201_Assessment 2_Group Project_M6 Page 3 of 8 9. Explain the IMC strategy for this product - Select at least two IMC tools to support this product and explain the rationale of using these two tools. 10. Outline how the marketing plan will be evaluated - Outline the key performance indicator/s (KPI/s) for this product. Outline the evaluation plan against the KPI/s. Submission Instructions: A group submission link will be provided whereby only one submission is required for the group (select one member to submit on behalf of the group). Submit your final report via the Assessment Items and Submission link in the main navigation menu. The learning facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback can be viewed in My Grades. MKG201_Assessment 2_Group Project_M6 Page 4 of 8 Learning Rubric: Assessment 2 B2B Group Project – Marketing Plan Assessment Attributes Fail (Unacceptable) 0-49% Pass (Functional) 50-64% Credit (Proficient) 65-74% Distinction (Advanced) 75 -84% High Distinction (Exceptional) 85-100% Writing structure 5% The writing structure is confusing/difficult to understand The writing structure is easy to understand However, the structure still contains some confusing elements The writing is well- structured, within a limited language framework The writing is well- structured, with language features used appropriately Limited jargon from the subject has been used The writing is well- structured, with language features used appropriately Appropriate jargon from the subject has been used effectively Writing style 5% The writing is inappropriate, with unacceptable language errors, such as grammar and spelling First person language is used The writing contains a weak introduction The writing contains a few grammatical and spelling mistakes Headers and sub-headers have been used but the structure may be confusing The writing is excessively less or more than word limit The writing contains an adequate introduction, although this could be stronger Minor language mistakes detected Headers and sub-headers have been used The writing contains a strong introduction Does not contain language mistakes Headers and sub-headers have been used Contains title page and table of contents The writing contains a strong introduction and sophisticated analysis Headers and sub-headers have been used Contains title page and table of contents The writing indicates a wide range of materials have been used Referencing - In-text references and reference list 10% No effort to write in- text references or reference list In-text references and a reference list have been provided However, there is no In-text references and a reference list have been provided However, the style In-text references and a reference list have been provided APA style has been In-text references and reference list have been appropriately provided according to the APA referencing style MKG201_Assessment 2_Group Project_M6 Page 5 of 8 effort to write according to APA style requires adjustment employed with minor errors Target market 10% Target market is not clearly defined There is no attempt to formulate the target market Target market has been attempted, however, it lacks clarity Target market has been comprehensively outlined There is no data to support the argument Target market has been comprehensively defined Data has been used to support the argument Target market has been comprehensively defined Data has been used effectively, to support the argument SWOT Analysis 20% There is little to no effort to outline the SWOT analysis Analysis is unoriginal and/or derivative SWOT analysis has been outlined, however, there is still some misunderstanding in using the SWOT concept SWOT analysis has been outlined, however, there is still some minor misunderstanding in using the SWOT concept SWOT analysis has been outlined There is no misunderstanding in using SWOT concept There is an attempt to relate strengths and weaknesses to capability and asset There is also an attempt to relate opportunities and threats to the situational analysis SWOT analysis has been outlined comprehensively Strengths and weaknesses are stemming from capability and asset Opportunities and threats are related to the situational analysis, leading to one in-tact, analysis between situational and SWOT analysis MKG201_Assessment 2_Group Project_M6 Page 6 of 8 Marketing objectives 10% There is little to no effort to write marketing objectives Marketing objectives have been attempted, however, the principle of writing good objectives has been overlooked Marketing objectives have been attempted showing inclusion of some of the elements required for a clearly well- defined objective. However the objective is still not adequate nor clear Marketing objectives have been attempted and do include most but not all elements considered appropriate for a clear well-defined objective Marketing objectives have been written, taking into account the principles of well- defined objectives This is a well-defined objective that reflects the necessary theory MKG201_Assessment 2_Group Project_M6 Page 7 of 8 Marketing strategy 25% There is little to no effort to outline comprehensive strategy Marketing strategy has been written, however, does not reflect any in- tact analysis Positioning is poorly written Marketing mix is poorly, if at all, related to positioning Marketing strategy does not address customers’ needs Marketing strategy has been written comprehensively Positioning has been formulated clearly Marketing mix has been outlined clearly, however, not closely related to positioning Marketing strategy has been written comprehensively Positioning has been formulated clearly, considering the organisations core competency in the market landscape Marketing mix has been outlined clearly but. there are still elements of the marketing mix that are not aligned with the positioning strategy Marketing strategy has been written comprehensively Positioning has been formulated clearly