Australian E-commerce Marketing Question Answer 2022

Running head: MARKETING ASSESSMENT
MARKETING ASSESSMENT
Name : KIN HING LEE

1MARKETING ASSESSMENT
Table of Contents
Section 1..........................................................................................................................................2
Section 2..........................................................................................................................................9
Part A...............................................................................................................................................9
Marketing Proposal..................................................................................................................9
Marketing proposal and plan overview....................................................................................9
The Business.............................................................................................................................9
The Finances...........................................................................................................................19
Part B.............................................................................................................................................23
Section 3........................................................................................................................................24
Bibliography..................................................................................................................................25

2MARKETING ASSESSMENT
Section 1
QUESTION 1
Research and explain the purpose of the Australian E-commerce Best Practice Model. (Guide: 1
to 2 paragraphs).
The Australian E-commerce Best Practice Model has been formulated in order to provide
adequate guidance’s to the various businesses and to enhance the Sovereignty of the customers.
It helps in assisting the business to understand the different steps it is required to take when
dealing with the customers on the internet. The primary aim of the model can be to ensure that
the best practice is largely applied for the use of the business. Moreover, it also functions with
the aim of ensuring that consumer confidence in the business can be built and them intent to shop
more with respect to the consumer electronic commerce.
The Best Practice Model functions with the aim of guiding the industry and the consumer base
on the self-regulatory framework. The Best Practice Model has been designed in order to assist
the different traders in dealing with both the Australian as well as the overseas customers.
Additionally, the model is also assisting the different consumers with respect to the benefit of the
electronic commerce and the way they will remain protected in the online business environment.

3MARKETING ASSESSMENT
QUESTION 2
List 5 codes of conduct, which are relevant to consumer protection in electronic commerce.
(Guide: List at least 5)
The different codes of conduct which are relevant to the consumer protection can be understood
to be as follows:
1. Information provision: it is integral for the different businesses to provide enough information
to the various consumers to ensure that an informed decision can be made regarding a
transaction. The information must be clearly presented, truthful and capable of being saved by
the customers.
2. Language: The Language of the website needs to be such that it can provide clarity with
respect to a product or a service. All post sales and presales must be conducted in the desired
language of the participant.
3. Contract Formation and Fulfilment: The businesses must ensure that, the consumer`s
agreement to a contract is informed and intentional. In line of this, the firm will be required to
see to it that, the consumers are provided with adequate opportunity to cancel the order or
exchange.
4. Online privacy: The businesses are required to have an online privacy in place, and they will
be required to adhere to principles with respect to the personal information.
5. Security of Payment and Personal Information: The registered businesses would be required to
ensure that the personal information of the customers is maintained and that the Payment is made
in a secure manner.
QUESTION 3
It is important that you understand Australian and International standards when managing
international marketing activities. Research the following standards and give a brief explanation
on each. (Guide: 1 to 2 paragraphs).
Standard Explanation
Environmental
standards
The ISO 14001 is the internationally agreed standard which is the
Environmental Standard which sets out the different requirements for
an environmental management system. It assists the different firms in
improving their overall environmental performance by making use of
the different resources and tools in a manner such that it leads to the
overall reduction of waste and the firm can gain the trust and the
competitive advantage of the stakeholders.
The Palazzo Versace Gold Coast is required to ensure that it is

4MARKETING ASSESSMENT
successfully able to follow the ISO 14001 for excellent services.
Australian standard or legislation for environment: The Environment
Protection and Biodiversity Conservation Act 1999 ( EPBC Act)
Human rights The Human rights and Equal Opportunity Commission Act of 1986
has been defined as the act which looks out to ensure that there does
not take place any discrimination regarding any individuals.
Moreover, the plan is also required to ensure that, the discrimination
does not take regarding the grounds of the race, nationality, colour,
ethnic, origin, age, gender and other records.
The Palazzo Versace Gold Coast would be required to ensure that the
different staff members of the customers are respected and are not
mistreated.
International standard for Human rights: The Human rights and
Equal Opportunity Commission Act of 1986
Labour relations The International Labour Organization is the organization which is
largely responsible for maintaining the overall about relationships and
in order to see to it that the firm is successfully able to maintain strong
relationships with the different labourers who are present.
Moreover, Fair Work Act of 2009 is also one of the acts which are
considered. Under this act, aspects like Pay, Leave, ending
employment and other aspects are taken care of.
The Palazzo Versace Gold Coast staff would be treated well under
this legislation
Food labels
Packaging The FSANZ is the act which is generally followed with respect to the
organizations in Australia. It stands for Food Standards Australia New
Zealand and seeks to ensure that the different firms as present in the
country are looking out to implement the right kind of acts in the right
manner.

5MARKETING ASSESSMENT
Risk
management The ISO 31000 is the Risk Management Legislative which is
generally followed by the different organizations as present. Under
this risk management legislative, the different firms are required to
facilitate continuous improvement, consider cultures and human
factors, undertake Systematic structured and timely and additionally
engage in proper decision making.
The Palazzo Versace Gold Coast would be requiring applying this
legislation successfully to see to it that they are prepared for any
possibilities in the long run.
Australian legislation or standard for Risk Management: ISO
31000
QUESTION 4
Cameron Jones has just gained employment working for an Australian Motel chain, which has
recently opened an outlet in China. Discuss how Cameron can gain a good understanding of the
Japanese culture. (Guide: 1 paragraph)
In order to ensure that Cameron will be able to gain a good understanding of the Japanese
culture, it is crucial that, he will be required to become more self-aware which will help him in
working out one`s own beliefs and understand values and personal biases. Additionally,
communication with an individual belonging to the other culture can also be taken to be a way in
which the communication can be undertaken. Undertaking research from the Internet and other
related means can also be understood to be integral ways of communication and lastly, travelling
is the key to understand the cultural difference.
QUESTION 5
You are investigating opportunities to open a chain of hotels in Australian and Asia. Research
and investigate global and country specific:
 economic, social and industry directions
With respect to Asia, the economic, social and industrial directions can be understood to be
related to the hospitality industry can be understood to be related to the overall development of

6MARKETING ASSESSMENT
the country. Regarding this, it can be rightfully mentioned that Asia is performing well, and its
overall competitive growth has been increasing. Therefore, with respect to this, the country
would be suitable for expansion due to the growing economy.
Australia also has a considerable growth scope and with respect to this, the firm would be
required to ensure that if it wants a stable economy, it can open in Australia.
 Trends, practices and techniques in terms of the hospitality industry
(Guide: List at least 3 trends).
The various trends in the Hospitality industry can be understood to be as follows:
1. The Artificial intelligence forms a crucial part of the organization. Any firm which wants to
ensure success in the long run would be required to engage in Artificial intelligence for the
business operations.
2. Personalisation is the key to success and hence, the hotels would also be required to engage
in better operations
3. Healthy and organic food drinks have become the latest trend.
QUESTION 6
Research and explain how the following the key provisions of relevant legislation from all forms
of government, codes of practice and national standards within Australia and internationally may
affect your business operations. Record your answers in the table below. (Guide: 1 to 2
paragraphs for each point).
Key provisions of
relevant
legislation
Explanation
Anti-
discrimination
legislation
The anti-discrimination legislation will impact the business operations
by seeing to it that the firm is able to hire employees from all
backgrounds and that it does not discriminate with respect to any
individual.
The Palazzo Versace Gold Coast would need to follow the legislation
in terms of taking bookings and hiring the staff
Australian Act: Racial Discrimination Act 1975. Sex Discrimination
Act 1984.
International : China has no separate law for the discrimination.
Consumer laws
The firm would be required to see to it that it is able to look out for

7MARKETING ASSESSMENT
the different customers in a better manner and be able to attain long
term success.
The firm, The Palazzo Versace Gold Coast would be required to see
to it that the consumer laws are always protected.
Australia: Trade Practices Act 1974
China : Consumer Protection Law
Ethical principles The Palazzo Versace Gold Coast would not be able to engage in any
unethical practices and hence, the confidence of the customers in the
firm will increase and improve to a great extent.
Australia: Australian Institute of Health and Welfare
(Ethics Committee) Regulations 2018
China: No such law.
Extra-
territoriality
provisions of the
Trade Practices
Act
This will have a limited impact on the operations of the firm by seeing
to it that the firm will not be able to engage in any foreign business-
related aspects. The Palazzo Versace Gold Coast must follow it while
planning for expansion.
Foreign
investment limits
This will allow the firm to remain limited in its investments and be
required to make efficient use of the resources.
The legislative framework includes the Foreign Acquisitions and
Takeovers Act 1975 (Act) and the Foreign Acquisitions and
Takeovers Fees Impositions Act 2015 (Fees Imposition Act)
Labour laws

8MARKETING ASSESSMENT
The Fair work act 2009 protects the workers and ensures that the firm
will not be able to mistreat the different employees. The Palazzo
Versace Gold Coast would be required to apply it to ensure success
and fair work to the employees.
Australia: The Fair Work Act of 2009 replaced the Workplace
Relations Act of 1996
China: Employment and Labour Law 2019
Legal aspects of
bilateral and
multi-lateral
trade agreements
This will limit the tariffs and subsides which the firm is bound to
achieve and regarding this, it is important to ensure that, the firm is
able to carry out the trade prospects in the right manner.
• Australia–New Zealand (ANZCERTA or CER) — 1 January
1983
• Singapore–Australia (SAFTA) — 28 July 2003
• Australia–United States (AUSFTA) — 1 January 2005
• Thailand–Australia (TAFTA) — 1 January 2005
• Australia–Chile (AClFTA) — 6 March 2009
• ASEAN–Australia–New Zealand (AANZFTA) — 1 January
2010
• Malaysia–Australia (MAFTA) — 1 January 2013
• Korea–Australia (KAFTA) — 12 December 2014
• Japan–Australia (JAEPA) — 15 January 2005
• China–Australia (ChAFTA) — 20 December 2015
Privacy laws
The privacy laws will limit the access of the firm not various
operations and see to it that the firm is able to carry out the operations
successfully.
The hotel would be essentially required to follow laws under the
OECD Guidelines on the protection of privacy and transborder flows
of personal data.
The Privacy Act 1988 is the Australian Privacy Law
Taxation laws
The taxation laws would make it compulsory for the business to
follow the various taxation legislations and undertake the various
businesses with respect to the fact that all the taxes are paid on time
and in a timely manner.
The hotel charges just source-based tax

9MARKETING ASSESSMENT
Australia: Income Tax Assessment Act 1997 (ITAA 1997), and
the Fringe Benefits Tax Assessment Act 1986.
China: 2018 IIT Law
World Trade
Organization
(WTO) dispute
resolution system
This shall enable the business to see to it that, all disputes amongst the
different business organizations are settled within themselves and by
following the various laws and legislatives related to the business
accordingly.
The different agreements they might be required to follow is as
follows:
Reduction in trade tariffs
Anti-dumping laws

10MARKETING ASSESSMENT
Section 2
Part A
Please note that the country for expansion has been selected as China.
Marketing Proposal
Field
Business logo
Your name Donatella Versace.
Your title Owner
Business name Palazzo Versace Gold Coast
Main business
address
94 Seaworld Dr, Main Beach QLD 4217, Australia•[phone]
ABN 44 361 445 048
Marketing proposal and plan overview
The Business
Field Explanation
Business name Palazzo Versace Gold Coast
Business structure Sole proprietorship
Business location Queensland Australia
Date established Year 2000
Business owner(s) Donatella Versace
Relevant owner
experience
No experience

11MARKETING ASSESSMENT
Products/services 200 hotel rooms
72 privately owned apartments
600-seater ballroom
Bars
Restaurants
Versace retail store
Business overview
Field Explanation
Business overview The business which has been chosen is a hotel. The hotel is a 5-star hotel
and deals in providing services to both businessmen and tourists who aim
to enjoy the hotel and have a nice time ensuring that they can avail the
services. Situated on Gold Coast, the hotel is a hit with the tourists who
want to ensure a good experience.
The Future
Field Explanation
Vision statement The vision of the organization is to open various branches outside the
country and in line of this be successfully able to serve many international
as well as local tourists and other such guests who want to experience
world class hospitality.
Goals/objectives Short term Goals:
1. Increase the number of customers
2. Increases services provided
Long term Goals:
1. To open a branch in all the continents
2. To increase the revenue of the firm.
The Market – Australia
Field Explanation
Target market The target market of the firm can be expected to be the various
businessmen who often travel the country and want to enjoy a wholesome
experience. The different tourists as well as the general crowd who enjoy
the luxurious experiences of the hospitality are the target market.
Marketing strategy Apart from Gold Coast, the firm aims to advertise using traditional means
and be able to make the services popular and develop various branches in
nearby cities built on brand strategy.
The Market - Other countries (China)
Field Explanation

12MARKETING ASSESSMENT
Target market Tourists
Business personnel
Marketing strategy
China
The plan which has been adopted for the marketing strategy can be
understood to be to enter the market through targeting various cities in
China and then in line of this, using various traditional as well as modern
means of marketing to make the firm popular.
SWOT analysis
Field Explanation
S.W.O.T. analysis
table
Strengths: Good brand image, adequate resources, good location.
Weakness: Lack of adequate experience.
Opportunity: Expansion to other countries.
Threat: Various competitors in the market with established branches
worldwide
S.W.O.T. activity
sheet
Weakness: In order to overcome the weakness, industry experts will be
hired who can assist the firm in performing well
Threat: Differential marketing techniques will be applied to attract more
customers.
Product/services
Field Explanation
Product/services
table
Ball room
Rooms and Suites
Condominiums
Restaurant and Bars
Meetings and events
Market position
In Australia
In other countries
(list the courtiers)
The products which are offered can be taken to be high end in the market
and additionally, they are of five-star quality.
The positioning of the hotel can be taken to be among the top 10 in
Australia. Around the world, the positioning can be taken to be among to
50. Presently, the hotel is present in Dubai
Market position
In other countries
(list the courtiers)
In the other countries, the competition can be taken to be Shangrila,
Hilton, Marriot and Taj
The hotel shall compete with them using service quality.
The country is China and the firm aims to ensure that it is able to
provide them with a luxurious experience.

13MARKETING ASSESSMENT
Unique selling
position
The hotel will be offering a unique artificial experience to the different
customers which will allow them to ensure that they are successfully
being able to engage in considerable opportunities for long term success
and be a new experience to the customers.
Ball room
Rooms and Suites
Condominiums
Restaurant and Bars
Meetings and events
Anticipated
demand
The tourism and hospitality industry have been performing well and
therefore as globalisation has also been increasing, it can be considered
critical for the business to get high demand. Hence, the demand can be
understood to be reasonably high
Total retail value of the global hotel industry : USD 500 Billion in 2018.
Growing at 6-7% in 2019
Pricing strategy The pricing strategy which is being followed by the firm can be
understood to be the price skimming strategy. Additionally, the prices
have been kept in line of the different competitors of the business and
along with this will ensure that the competitive laws are followed.
Value to customer The products can be a luxury to the different customers.
Growth potential The business is expected to grow at an anticipated rate of 20% in the
coming 3 years with the increase in services being offered.
Sales/marketing personnel
Field Explanation
Sales/marketing
personnel table
Currently the firm employs various employees like the managers,
departmental heads, waiters, cleaners and security. The chefs have also
been hired. Along with this, a separate staff base is present for the room
service.
The Future
Field Explanation
Vision statement In the future, the firm aims to engage in ecofriendly ways of operations
and contribute to the environment.
Mission statement The mission of the firm is to ensure sustainable operations at all levels.

14MARKETING ASSESSMENT
Goals/objectives Short term goals:
Engage in customer satisfaction
Increase the popularity of the business
Long term goals:
To increase revenue
To be among top 3 hotels around the world.
The Market
Field Explanation
Unique selling
position
The business shall be unique in the market as it will start using sustainable
technologies to conduct the business and ensure long term success with
respect to the same. In line of this, the AI will enable that the operations
are carried out well.
Your customers/clients
Field Explanation
Customer
demographics
Age: 18 to 70
Gender: All
Social status: Upper Middle class to Higher class
Education: Not a factor
Attitudes: Fun loving, relaxation
Lifestyle: Luxurious
Interests: The guests who like to enjoy a good time on a holiday
Located all around Australia and other parts of the world.
Key customers The target customers at the business can be expected to be:
The Businessmen who like to travel often and aim to ensure that they are
successfully being able to engage in an association with a good hotel.
Luxury tourists: These are the tourists who like to travel in style and
ensure that they get the best service.
Customer
management
The customers will be communicated with by a CRM Manager
personally. Moreover, the social media marketing will also be used as a
tool to communicate with the different customers as present to ensure
long term success.
Competitors
Field Explanation

15MARKETING ASSESSMENT
Your competitors There are various competitors like the Shangrila, Hilton and others who
have offerings in the same country.
Competitor details
table
Competito
r name
Establi
shed
date:
Size:
Numb
er of
staff
and/or
turnov
er
Mar
ket
shar
e
(%):
Value to
customer
s:
Strengt
hs
Weakness
Hyatt
Regency
1991 45000
emplo
yees
20% Great
amenities
Good
brand
name
Poor
communi
cation
strategy
Ovolo
Woolloom
ooloo
2002 3500 10% Good
brand
image
and
pricing
Popula
r
Poor
service to
the
customers
Shangrila
Sidney
2003 30500 20% Good
establish
ments
World
wide
popula
rity
Poor
amenities
Hilton
Adelaide
1849 850 10% Old
world
charm
Brand
image
Poor
reviews
Crowe
Plaza
2015 500 5% Vibrant
and
economic
al
Good
culture
Poor
service
Market research
Australia
Secondary analysis was undertaken for the research. Internet and other
magazines served as the main source of information.
Supply of rooms is growing by 2%,demand is growing by1.8% and
hence overall occupancy is -0.2%

16MARKETING ASSESSMENT
Market research
Other countries
Secondary analysis was undertaken for the research. Internet and other
magazines served as the main source of information.
Market targets
Australian
The sales target which the firm has decided itself domestically can be
taken to be to serve at least 100 new customers in a day. In this way, the
firm will be able to become popular.
Market targets
International
The firm aims to serve at least 20000 customers annually in the
international markets of China.

17MARKETING ASSESSMENT
Environmental/
industry analysis
Marketing strategy
Australia
And overseas
(China)
The marketing strategy involves using a mix of the traditional marketing
mediums like Billboards, print media and other means along with the new
mediums of marketing like social media and direct marketing.
Marketing activity/milestone: Print advertising, online advertising, mail-
out, giveaway, media release, event, website, blog/social media, public
relations, branding and artwork, or publications and catalogues.
Person responsible: The marketing manager is expected to engage in the
responsibility.
Date of expected completion: Within a span of a year.
Cost ($)64000(Budget attached)
Success indicator: Market research needs to be engaged in
Advertising & sales
Field Explanation
Advertising and
promotional
strategy table\
Australia
Advertising and promotional strategy table (Australia)

18MARKETING ASSESSMENT
China Planned
promotion/advertisi
ng type:
Promotion
al strategy
Expected
business
improveme
nt
Cost
(AU
D)
Target
Date
social media
campaign
Socially
active
customers
Increase in
market
share by 5
%
1500 20th
Septemb
er 2019
Television
advertising
Customers
who are
not
socially
active
Increase
sales by
5%
2000 30th
Septemb
er 2019
Advertising and promotional strategy table (Oversees)china
Planned
promotion/adverti
sing type:
Promotio
nal
strategy
Expected
business
improvem
ent
Cost
(AU
D)
Target
Date
Advertisement in
public transport
i.e. Trains and
buses
Majorly
popular
Increase in
brand
awareness
by 10 %
3,000 15
Septemb
er 2019
to 25th
Septemb
er, 2019
Events in local
areas
People
would
engage in
the event
Increase in
market
share by
5%
2000 37th to
30th
Septemb
er
Blogs Digitally
active
Increase
the sales
1000 Whole of
October

19MARKETING ASSESSMENT
people
would
enjoy
by 2%

20MARKETING ASSESSMENT
Sales strategy
Marketing strategy (Australia)
Marketing
activity
Person
responsible
Date of
expected
completio
n
Cost
(AUD):
Success
indicator
Participating
in an Event
Marketing
manager
20
September
2019
2000 Number of
people visit
counter for
information
on product
and service
during event.
Publishing on
social media
General
manager
24
September
2019
1000 The visits to
the website
will increase
Print media Marketing
manager
30
September
2019
2000 The enquiries
will increase
Television
advertisemen
t
Marketing
manager
30
September
2019
2500 The visits will
increase
Marketing strategy (China)
Marketing
activity
Person
responsible
Date of
expected
completion
Cost
(AUD):
Success indicator
Blog IT staff 18
September
2019
100 Number of people
like and respond to
the blog
Social
media
advertising
Social
media
manager
20
September
2019
300 Number of visits to
the web page
Newspape
r print ads
Marketing
manager
20
September
2019
$4000 The number of
bookings and
enquiries.

21MARKETING ASSESSMENT
Sales and
distribution
channels table
Channel Type Products/services Percentage
of sales
Online Booking Hotel Rooms/ 35 %
On spot booking Hotel booking 35%
Agent Hotel booking 30%
The Finances
To complete the finances portion of this marketing proposal, you should rely heavily on your
financial statements and projections.
The business.gov.au Business plan template available at www.business.gov.au/businessplan can
provide you with a start-up costing, balance sheet profit and loss, cash flow and a break-even
analysis template.
Budget overview
Please note that students can develop different budgets and then put them into one.
Budget for Australia
 Breakeven sales: $1,16,05,002.76 year 1
 Start-up expenses: $13,59,225
 First four-year profits: $1,16,05,003 $2,34,43,808 $3,57,61,059 $4,88,25,487

22MARKETING ASSESSMENT
Budget for selected country / countries (China)
Marketing activities Start Date End Date Person
responsible
Budget
(AUD)
Market evaluation
including research on legal
and other requirements
1th August 31th August Marketing
manager
35,000
Secondary Market research 1st September 15th September General
manager
$4000
Print media advertising 16th
September
21st September Marketing
manager
$5000
Events and sponsorships 21st
September
30th September Event manager $30000
Social media marketing 16th
September
5th October Social media
manager
$15000
Digital marketing 6th October 10th October Digital
marketing
manager
$10000

Field Explanation
Price The pricing for the products has been kept keeping in mind the price of
the competitors. In this way the business will be successfully able to
compete in the business.
Expected sales There are various seasonal influences, but it is expected that the sales will
be high during holidays

23MARKETING ASSESSMENT
Marketing budget
[YEAR] table
Marketing activities Start Date End Date Person
responsible
Budget
(AUD)
Market evaluation
including research
on legal and other
requirements
1th August 31th August Marketing
manager
35,000
Secondary Market
research
1st
September
15th
September
General
manager
$4000
Print media
advertising
16th
September
21st
September
Marketing
manager
$5000
Events and
sponsorships
21st
September
30th
September
Event
manager
$30000
Social media
marketing
16th
September
5th October Social media
manager
$15000
Digital marketing 6th October 10th October Digital
marketing
manager
$10000
Monitoring/measurement activities
Field Explanation
Monitoring/
measurement
activities table
Marketing
activities
Date of
Review
Monitoring
method
Person
responsible
Budget
(AUD)
Market evaluation
including research
on legal and other
requirements
10th
November
Report on
the research
progress
Marketing
manager
200
Measuring online
success of the
different activities
15
November
Increase in
followers
Social media
managers
1000
Checking up with
day to day
promotional levels
20th to 30
November
Increase in
business
General
manager
1500
Supporting documentation
Question Explanation
Supporting
documentation
D:\bplan.xlsx

24MARKETING ASSESSMENT
Part B
1. Communicate the organisation’s marketing objectives.
The communication of the organization goals and marketing objectives will take place on a
regular basis with respect to the fact that, all employees must always be aware of the initiatives.
This helps in improving productivity.
2. Make sure that when communicating marketing objectives, you must take your
organisation’s culture, customs, and levels of knowledge, experience and needs of
personnel.
The customs and culture form an integral part of the organization and in this scenario, the firm
ensures that the different needs of the personnel are met with in the right manner and that the
firm is successfully able to instil the right values.
3. Discuss, identify and gain agreement from the staff on the roles, responsibilities and
accountabilities of staff and contractors involved in all elements of marketing effort in
consultation with the staff members.
Every week, there are meetings which help in the discussion of the staff values and the cultures.
Along with it, each employee is provided with designated goals and related objectives which
help them in engaging in long term success and completion of tasks.
4. Discuss and document what communication strategy you are going to use to ensure that
personnel responsible for each element of marketing mix such as pricing, design, quality,
safety features, promotion, distribution, etc. work together to meet your organisation's
marketing objectives.
For each of the elements of the marketing mix, it needs to be note that, the communication will
be documented digitally, and a proper chain of command shall be followed to ensure success.
5. Discuss how your marketing effort will ensure that it is directed towards areas of greatest
potential for your organisation.
The marketing effort will utilise the best effort of the firm by engaging in substantial research
regarding the capabilities of the firm to ensure that, the effort brings about the best results.
6. Explain how you are going to manage integration of marketing, promotional and any
sales activities in accordance with international marketing objectives.
The marketing, promotional and other engagement activities are going to be managed with the
help of regular monitoring and control plans.

25MARKETING ASSESSMENT
Section 3
1. Monitoring forms an integral part of the marketing proposal and in relation to this, it is
very integral for the business to ensure that it is successfully able to engage in an
effective monitoring plan regarding the products, services, distribution, pricing and other
related policies in order to bring about the changes to the market and to meet up with the
marketing and organizational objectives as well. Hence, certain Key performance
Indicators like the Net sales, the Marketing ROI, the Customer served, and other related
indicators can be measured successfully in order to ensure that the given plan fulfils these
objectives of the firm.
2. In order to see to it that the plan would be able to meet the marketing progress against
certain set performance targets which were laid out in the proposal, a new committee is
set up and formed who will ensure that the plan is successful in the long run. These
members in the committee will be constantly reviewing the progress of the plan and
match it against the set targets which would contribute towards understanding whether
the activities cost, and quality can be achieved or not.
3. The marketing outcomes and objectives will be reviewed and revised based on
continuous audit systems. It can be rightfully mentioned that the plan will be analysing
the actual performance of the plan and then compare it to the planned performance. In
line of this, it will also be underlying the exact way the actual performance deviates the
planned action. In this way, the objectives will be monitored regularly and in line of this,
the results for the firm can be achieved.
4. The successes and performance gaps will be accessed to continuous key performance
indicators. This means that, as mentioned previously, the performance gaps between the
actual performance and the expected performance will be measured and programs to
revive the marketing performance can be devised which can be used to engage in better
program
5. The changes in the marketing landscape will be examined with the help of external
market analysis. Both the internal as well as the external methods of the analysis can be
undertaken and in addition to this, it will be helpful in finding out the manner in which,
the other firms in the market have been performing and the needs of the different
consumers can also be understood in the right manner. Through the mediums of survey,
the views of the employees can be gathered which contributes towards understanding
how the firm will performing the long run and the steps it can take to improve it.
6. The Key performance indicators and performance against the marketing performance will
be managed and used with respect to the documentation through the management
information database. This will assist in ensuring that all the departments present in the
firm will be successfully able to measure the performance and be able to work towards a
common goal. Sales reports, online charts and milestone charts must be prepared.

26MARKETING ASSESSMENT
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