T: +61 731 280 176(Brisbane) | +61 3 9640 0057(Melbourne)
E: [email protected]
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Brisbane Campus:98 Cleveland Street, Greenslopes QLD 4120
Melbourne Campus: Level 10, 190 Queen Street, Melbourne VIC 3000
T: +61 731 280 176(Brisbane) | +61 3 9640 0057(Melbourne)
E: [email protected]
W: www.newton.edu.au
Brisbane Campus:98 Cleveland Street, Greenslopes QLD 4120
Melbourne Campus: Level 10, 190 Queen Street, Melbourne VIC 3000
BSBMKG609 Develop a marketing plan
Student Assessment Tasks
Student Assessment Tasks
BSBMKG609 Develop a marketing plan
Assessment Task 1: Written Questions
Task summary
This is an open book test, to be completed in the classroom.
A time limit of 1 hour to answer the questions is provided.
You need to answer all of the written questions correctly.
Your answers must be word processed and sent to the assessor as an email attachment.
Required
· Access to textbooks/other learning materials
· Computer and Microsoft Office
· Access to the internet
Timing
Your assessor will advise you of the due date of this assessment.
Submit
· Answers to all questions
Assessment criteria
All questions must be answered correctly in order for you to be assessed as having completed the task satisfactorily.
Re-submission opportunities
You will be provided feedback on their performance by the Assessor. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.
If any parts of the task are not satisfactorily completed,the assessor will explain why, and provide you written feedback along with guidance on what you must undertake to demonstrate satisfactory performance. Re-assessment attempt(s) will be arranged at a later time and date.
You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal.
You are encouraged to consult with the assessor prior to attempting this task if you do not understand any part of this task or if you have any learning issues or needs that may hinder you when attempting any part of the assessment.
Written answer question guidance
The following written questions use a range of “instructional words” such as “identify” or “explain”, which tell you how you should answer the question. Use the definitions below to assist you to provide the type of response expected.
Note that the following guidance is the minimum level of response required.
Analyse – when a question asks you to analyse something, you should do so in in detail, and identify important points and key features. Generally, you are expected to write a response one or two paragraphs long.
Compare – when a question asks you to compare something, you will need to show how two or more things are similar, ensuring that you also indicate the relevance of the consequences. Generally, you are expected to write a response one or two paragraphs long.
Contrast – when a question asks you to contrast something, you will need to show how two or more things are different, ensuring you indicate the relevance or the consequences. Generally, you are expected to write a response one or two paragraphs long.
Discuss – when a question asks you to discuss something, you are required to point out important issues or features and express some form of critical judgement. Generally, you are expected to write a response one or two paragraphs long.
Describe – when a question asks you to describe something, you should state the most noticeable qualities or features. Generally, you are expected to write a response two or three sentences long.
Evaluate – when a question asks you to evaluate something, you should do so putting forward arguments for and against something. Generally, you are expected to write a response one or two paragraphs long.
Examine – when a question asks you to examine something, this is similar to “analyse”, where you should provide a detailed response with key points and features and provide critical analysis. Generally, you are expected to write a response one or two paragraphs long.
Explain – when a question asks you to explain something, you should make clear how or why something happened or the way it is. Generally, you are expected to write a response two or three sentences long.
Identify – when a question asks you to identify something, this means that you are asked to briefly describe the required information. Generally, you are expected to write a response two or three sentences long.
List – when a question asks you to list something, this means that you are asked to briefly state information in a list format.
Outline – when a question asks you to outline something, this means giving only the main points, Generally, you are expected to write a response a few sentences long.
Summarise – when a question asks you to summarise something, this means (like “outline”) only giving the main points. Generally, you are expected to write a response a few sentences long.
Assessment Task 1 Instructions
Provide answers to all of the questions below:
1. Outline how strategic alliances can provide options for marketing opportunities and include two examples of alliances (also known as cooperative business models) that can be formed between businesses.
Nature care can form strategic alliance with existing local brand in Japan so that it can use its expertise of developing natural products and market them with the help of its alliance.
The other alliance can be of franchisee where it can give distribution rights to local players with a new name to brand so that existing customers can be acquired.
2. Outline how the development of existing products or services can provide marketing opportunity options for a business, both in existing and new markets. Relate your answer to relevant diversification strategies from the Ansoff matrix.
According to Ansoff Matrix Product, development is vital for existing and new markets. It is important to understand the requirement and launch a product accordingly. Through R&D and acquisition competitors product can be overtake and merged to form a new product that will help to meet existing demand of the market. It will also help to form strategic alliances and improved distribution channels.
3. Outline how a takeover can create options for marketing opportunities for a business.
By taking over existing business in the host country, Nature care can leverage the existing customer base and human resources and slowly it can infuse its own products.
4 Outline key information that a franchiser should consider providing when marketing their franchise opportunity.
The investment required along with return on investment with distribution model so that franchisee can be best evaluated.
5 Outline how a company can use the establishment of a new business as an opportunity for marketing. Provide an example to illustrate your answer.
Nature Care giving an opportunity to market products, which are completely nature-based and it comes with eco-friendly packaging. The countries like Japan will welcome such company warmly thus seems to be promising for growth.
6 Outline two other marketing opportunity options that a business could choose to pursue other than options explored in the questions above.
It can set up as an independent brand and capture market on its own terms. It can start the referral program to make a customer network to sell its products
7 Explain the importance of the product life cycle concept in marketing. Name and explain each of its stages.
Product life cycle deals with stages from introducing it to the market to the withdrawing of the product.
Introduction: In this stage, new product is introduced to the market.
Growth: In this stage, it is approaching to more customers and helps in generating revenue.
Maturity: In this stage, the product is matured and with slight variations, it is ruling the market.
Decline: this stage suggests that there is no more scope of reaping profits and now it is time to withdraw the product from the market.
8 Explain the importance of considering the marketing mix when bringing products or services to the market.
Marketing mix is important as it help to distinguish products of a company to that of competitors. It help to reflect the qualities to the customers and influence its purchasing decision. It helps to rely on strengths of the business and avoid incurring high costs.
9 As most businesses have the objective to sell as many products as possible, outline key factors that, a company should consider in determining the product component of the marketing mix.
While designing a marketing mix the company should club star products, which are already famous in the market along with the products, which are new offerings. It will help to promote the new products and make customer aware of the new offerings.
10 Outline the importance of the pricing strategy for a business and two types of pricing strategy that a company could use.
Pricing strategy is...