Marketing Plan Assessment (pdf)

Assessment Record & Cover Sheet
Assessment information
Course(s) Marketing Principles
Student to Complete:
Assessment Task 2: The Marketing Plan
The group leader is to submit the marketing plan document electronically via turnitin on canvas
Emailed submission will not be accepted.
The teacher has the right to amend marks based on the individual’s contribution/ or the lack of based on peer
review forms, and feedback from other group members within the group.
Students are encouraged to develop their own format of report and this format is a guide only,
Submission Instructions
Format
Work is to be saved as a word document or PDF, and uploaded from the assessment tab in your CANVAS
course shell by the required date. Work sent by email will not be marked. Work submitted after the deadline
and without an extension or special consideration (details below) will not be accepted or marked.
Deadline Extensions & Special Consideration
Ensure that you submit assessments on or before the due date. If you think you might not make the due date
due to special circumstances, you must apply for an ‘application for extension of time’ before the due date.

You can apply for an extension of up to seven days from the original due date for submission of assignments,
projects, or essays. You must lodge it no later than one working day before the original submission due date.
See link below for eligibility criteria and forms.
If your performance in the assessment is affected by unexpected circumstances, you should consider
applying for Special Consideration. Information on the process and application forms for extensions and
special consideration can be found at
Cover Sheet
When you submit work for assessment at RMIT University you need to include a cover sheet that has a
declaration and statement of authorship. If using the Assessment Cover Sheet supplied by your teacher, you
simply need to tick the box saying you agree to the conditions in the hyperlink in the document. If not using
this then you must complete, and submit a cover sheet with your work, whether individual or group work.
Cover sheets for submission of work are available from the Student forms website.
2

Situational Analysis
Firm’s current mission & objectives (1 mark)
1. Define the firm’s(not brand) mission and overall objectives.
Market Details (5 marks)
research data sources include:
● RMIT Library – IBIS World Reports
● RMIT Library – Passport
● RMIT Library – Australian Bureau of Statistics
● Industry association reports or documents
Using these resources, the following factors should be discussed in relation to the Dairy Industry in China.
Information Secondary Data used Information Found
Industry Current
Performance
Industry Life Cycle
Stage
Industry Outlook
Barriers to Entry
Market Trends / Sales
Predictions

Marketing Environment within China (Dairy) ( 3 marks)
Explain how the following external (macro) factors could impact the Dairy Industry.
Economic Factors
Fluctuations is economy affect all form of business. It mainly affect those business
organisations who are dealing in the process of import and export from other countries. Economic
fluctuations directly have impact in business's bottom line (Caprotti, Springer and Harmer, 2015).
Recession or improvement affect dairy business in two ways export competitiveness and cost of
import. While if there is any change in Australian dollar exchange rate then it will affect business in
a negative way, as major commodity exported from Australia to China.
Cultural/Social
There are some certain trend in the workforce prevailing in china which is required to be
consider by Devondale. Some of the trends are Ensuring Workforce Agility, Democratisation of
Data and more. In addition with this, it has also been identified that company is required to operate
their business while considering social, ethical and cultural responsibilities. It has been evaluated
that, in china individuals are more close to culture (Cheng, Chan and Leung, 2018). Thus, in order
to attain growth company is required to adopt cultural changes in best effective manner.
Technology
With the continuous advancements in technology business organisations are highly affected.
As to effectively satisfy customers with best it is important for organisation to undertake
technological advancements in order to gain more competitive edge. In Chinese market there is high
trend to robots that keeps on advancing with every new technology age . Thus, it is essential for
Devondale to take advantage if e-commerce as to offer their products to customers in best effective
manner. While as to operate business functions company is regularly required to update their
software and ensure that their internet access is secure as to offer services to customers in best
effective way.
Political/Legal
Business organisations are largely affected the new laws and legislations that are stipulated
pertaining to a particular sector. In case new statutes associated with copyright, royalties, usage of
imagery, intellectual property and internet are laid down by government, it may create adversities
for Devondale in Chinese market place. Thus, it is important for the management of the respective
entity to take into account all the laws and legislations so that they do not have to encounter any
kind of issues in future course of time (Dermody and et. al, 2015).
Seasonal/Climatic
It has been analysed that in China atmosphere mainly varies from region to region as
country geographical region is so huge. Thus, it is essential for Devondale to undertake some
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strategical measures as to operate their activities in any weather and seasonal fluctuations in best
effective manner manner while ensuring significant profitability.
Environmental
There are numerous form of environmental problems that have been facing by china. Some
of that include indoor and outdoor air pollution, soil pollution, water shortages and more. All these
problems are affecting health of individuals in China. In order to cope up environmental issues
government of china have implemented laws and regulations such as, waste disposal, use of solar
panels, green energy and more (Gillespie, 2015). Apart from that government of country have hefty
fines and penalties for those organisations who does not abide all these rules and regulations. Thus,
it is important for Devondale to operate functions while considering all these laws and legislations
as to create good image.
Current SWOT Analysis of Devondale (2 marks)
SWOT Analysis - Discuss the (S) Strengths (W) Weaknesses (O) Opportunities (T) Threats for Devondale.
S 1.
2.
1.
2.
O 1.
2.

O
3.
4.
T 1.
2.
3.
4.
6

Recommendations Report
Marketing Objectives (2 marks)
Please discuss at least two objectives you are aiming to achieve in developing this Marketing Plan.
These Objectives should be SMART. (see below)
Specific, Measurable, Attainable, Realistic,Timely
For example;
We aim to achieve a xx% in market share to be measured through by a xxx increase in sales over
the next xx months.
We aim to increase brand awareness through social media, to be measured by a xx number of likes
on FB page, xx posts on instagram, thus resulting in xx increase in sales / memberships over xx
months.
Objectives; (1 mark)
1. “To enhance the profits of company by 8.5% by the end of next 6 months with extensive
marketing.”
2. “To inflate the revenues of organisation by 12% by the end of 1 year by way of social media
marketing.”

Marketing Mix ( 8 marks)
Provide a detailed explanation of the purpose of a marketing strategy and its relationship to the marketing
mix (the 4p’s).
Product
Describe your product idea . Please have a minimum of 1 and maximum 2 products.
Product
suggestion How does this support your objectives?
Product Category:
Core Product:
Actual product
Augmented product:
8

Pricing Strategy
Methods of Pricing
Detail when and how each of the following methods of pricing would be used to optimize sales and
profit for a product or service:
a. Cost based methods of pricing
b. Demand based methods of pricing
c. Competition based
Product/Service line Price Pricing strategy used How does this support your Marketing
objectives?
Eg, Milk shake
200ml $8
Cost Based Pricing strategy will be
used to ensure a set 30% profit is
made on every sale
$

Place/Distribution
What type of distribution do you recommend for Devondale to use for your product? Please incorporate
theory covered in class, and apply in your response below
Type of Channel
Level of
Distribution/use of
channels or
middlemen
List all the products/
services sold via this
channel
How this links with Marketing
Objectives
Example:
Online, Face to face etc
Example: Zero level,
One level, Two level
Example: Ferrari caps,
towels, and stationary
increase in brand awareness
10

Promotion
List and provide a detailed description of promotional methods and activities you propose to use to inform
your target market of your product. Please pick 3 from the table below.
Promotion
Method Detail Timeline Cost How this links with the Marketing
Objectives
ad Advertising
PR
Sales
promotion
Personal
Selling
Social Media

Competitor Analysis ( 2 marks)
Provide detailed information on 1 direct competitor that may be competing with your product idea in China.
Competitor Strengths Strategies devised to minimise the effects of
competitor strengths on your business
1.
Competitor Weaknesses Strategies to be implemented to capitalise on
your competitors weaknesses in your business
1.
12

Branding ( 4 marks)
What is the name of your product? What will the packaging look like? Here you may want to include a
visual response. You are encouraged to be as creative as possible. Please feel free to include an A3
infographic poster, or a link, displaying the packaging, branding, with a clear indicative of colours, styling
etc. where you can.

Desired Positioning ( 2 marks)
Does this product have a unique position in the market? What attributes/ benefits/ advantages is your
positioning based on? Use a perceptual map to illustrate your positioning. How do you want your target
audience to view the product?
This map should also include 2 direct competitors
14

Area of Differentiation (2 marks)
Based on your analysis of your market and competitors, provide a description of your competitive advantage
and/or your market niche. What is your area of differentiation?

Target Market (4 marks)
Who is the target audience?
Who is the decision maker in the buying process?
INSERT PIC
1.
TARGET
AUDIENC
E
DESCRIP
TION
(Demograp
hics of
your target
audience)
2. LIKES (what does you target
audience like?)
3. BUYER habits
4.
BUYER
decision
making
process
STEP 1.
STEP 2.
STEP 3.
STEP 4.
STEP 5.
16

References
Books & Journals
Caprotti, F., Springer, C. and Harmer, N., 2015. ‘Eco’For Whom? Envisioning Eco‐urbanism in the
Sino‐Singapore Tianjin Eco‐city, China. International Journal of Urban and Regional
Research, 39(3), pp.495-517.
Cheng, L. T., Chan, R. Y. and Leung, T. Y., 2018. Impact of perk expenditures and marketing
expenditures on corporate performance in China: The moderating role of political
connections. Journal of Business Research, 86, pp.83-95.
Dermody, J. and et. al, 2015. Advancing sustainable consumption in the UK and China: the
mediating effect of pro-environmental self-identity. Journal of Marketing Management,
31(13-14), pp.1472-1502.
Gillespie, K., 2015. Global marketing. Routledge.
Wang, M. and et. al, 2016. Governing local supplier opportunism in China: Moderating role of
institutional forces. Journal of Operations Management, 46, pp.84-94.