Create Marketing Tactics and Implementation Plan for Desklib Online Library

Case Study Assessment
Student name:
Part B: Create marketing tactics and an implementation plan
You are required to prepare the marketing tactics based on the marketing objectives and strategies formulated in Part A.
1. For each marketing strategy, develop the tactics (steps, tasks actions or activities) you will need to undertake to achieve
that strategy. You should have one table for each marketing strategy.
Please review ALL your marketing tactics as they need to relate to your strategies in Q7a. I’ve copied the strategies across
for you.
Please try to do 3 to 4 tactics for each strategy.
You also need to complete a table for your Physical Evidence strategy.
I recommend you look at the responses you included in Q7a as most of them were tactics that you can use here.
Please also add more detail to your marketing tactics. E.g. ’Penetration’ is not a marketing tactic. It has to be clear what
exactly you are doing.
Your contingency answers are also incorrect. The contingency should specify an alternative plan of action when the projected
results are not achieved.
E.g. Adjust social media posts, channels and timings based on response.
Please also review the Marketing Metrics, Resources and Contingency examples in the Session 6 Learning Information. It
contains examples you can use in your tables. E.g. Social Media – Marketing Metrics: Likes, Followers, Comments. Resources:
Images / videos for posts (Internet is not a resource).
Please review your responses in the Price table - Individuals Responsible column. You just need to list the team that will
deliver the tactic. E.g. Marketing team, Sales team, etc.
Also, please change all your dates so all you activities start in 2020 – as this will be for a 2020 Marketing Plan
I’ve included some thought starters below for your tactics and an example to help guide you.
Once you have completed the amends, send it back to me so I can check your responses.
Product strategy: Increase sales potential by introducing new products and services that will appeal to
customers (REVIEW YOUR EXISTING TACTICS BASED ON THE THOUGHT STARTERS & EXAMPLE)
Document title: BSBMKG609 - Develop a marketing plan 04032019 Page 1 of 11

Case Study Assessment
Student name:
Marketing
Tactics
Schedul
ed Start
Date
Schedul
ed
Finish
Date
Marketing
metrics
Costing
as $
Individua
l(s)
Responsi
ble
Resources Contingency
Social media
platform- to
promote brand
recognition
10.8.19 10.11.19 Page Previews:
through page
review we can
see how many
people have
seen our page
before clicking
on it.
$ 2000 Marketing
departme
nt
Internet Poor
observation
P.R activities –
to attract the
new customers
9.7.19 10.8.19 New and
Returning
Visitors: The
number of new
visitors and
returning
visitors.
$5000(de
pending
upon the
cost)
Marketing
head
Newsletters,
Brochures and
catalogues,
Business events,
Sponsorships or
partnerships.
Poor planning
Survey
customers to
identify future
product and
service needs
and wants
01/01/20 31/01/20 Survey
completions
$500 Marketing
team
Sales
team
Service
team
Customer surveys Adjust how
surveys are
conducted
based on
completions
(e.g. Face-to-
face, Email,
over the phone)
Conduct
market
01/02/20 28/02/20 Completion of
the market
$1000 Research
&
Market survey log
book
Limited
observation
Document title: BSBMKG609 - Develop a marketing plan 04032019 Page 2 of 11

Case Study Assessment
Student name:
research on the
existing
competitors
research developm
ent
Marketing
Team
Introduction of
new product
and service
01/03/20 01/06/20 Establishment of
the new product
and service
$10,000 Research
&
developm
ent Team
Service
Team
Maintaining
company data
Not meeting
the customers’
choice
Thought starters: Survey customers to identify future product and service needs and wants, Conduct market research to
evaluate the products and services offered by competitors, Introduce new products and services.
Price strategy: Drive customer conversions by offering attractive price offers and discounts
(REVIEW YOUR EXISTING TACTICS BASED ON THE THOUGHT STARTERS & EXAMPLE)
Marketing
Tactics
Schedul
ed Start
Date
Schedule
d Finish
Date
Marketing
metrics
Costing
as $
Individua
l(s)
Responsi
ble
Resources Contingency
Discounts 8.6.19 8.9.19 Success will be
measured by
measuring the
total increase
in market share
1000$
(banner,
billboard,
print ads)
it will help
in
attracting
new
customers
Banners ,
billboards
Can mislead
the customers
Document title: BSBMKG609 - Develop a marketing plan 04032019 Page 3 of 11

Case Study Assessment
Student name:
Penetration 10.11.19 10.6.20 Success will be
measured by
measuring the
total increase
in market share
No cost it will
attract the
new
customers
by sell a
product at
a low price
which will
increase
their
market
share
Existing product
at low price
Can confuse
the customer
Offer 10% off
discount for
new customers
01/01/2
0
01/12/20 Offer
redemptions
New customer
sales
NA
(Absorbe
d into the
cost of
operation
s)
Sales
team
Service
team
Information
flyers
Adjust the
discount level
based on
response
Thought starters: Offer 10% off discount for new customers, Implement psychological pricing for products and services
(e.g. $99 instead of $100, Introduce a customer referral reward for existing customers
Place strategy: Reach new customer by improving the digital presence of R.M Brokers
(REVIEW YOUR EXISTING TACTICS BASED ON THE THOUGHT STARTERS & EXAMPLE)
Marketing
Tactics
Schedule
d Start
Date
Schedule
d Finish
Date
Marketing
metrics
Costing
as $
Individua
l(s)
Responsi
Resources Contingency
Document title: BSBMKG609 - Develop a marketing plan 04032019 Page 4 of 11