BSBMKG609: Developing Marketing Assignment 2022

Running head: DEVELOPING A MARKETING PLAN
DEVELOPING A MARKETING PLAN
BSBMKG609
Name of the student
Name of the university
Author note

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Table of Contents
Task 1:.............................................................................................................................................3
Answer to question 1...................................................................................................................3
Answer to question 2...................................................................................................................3
Answer to question 3...................................................................................................................3
Answer to question 4...................................................................................................................4
Answer to question 5...................................................................................................................4
Answer to question 6...................................................................................................................4
Answer to question 7...................................................................................................................4
Answer to question 8...................................................................................................................5
Answer to question 9...................................................................................................................5
Answer to question 10.................................................................................................................5
Answer to question 11.................................................................................................................6
Answer to question 12.................................................................................................................6
Answer to question 13.................................................................................................................6
Answer to question 14.................................................................................................................6
Answer to question 15.................................................................................................................7
Answer to question 16.................................................................................................................7
Answer to question 17.................................................................................................................7
Task 2:.............................................................................................................................................8

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Introduction and trends in the cosmetic industry.........................................................................8
Micro and macro analysis............................................................................................................8
Marketing opportunities of the organization.............................................................................11
Marketing strategies...................................................................................................................12
Plan and report on the marketing tactics....................................................................................14
Marketing performance measures..............................................................................................21
Strategies for increasing organizational expertise.....................................................................21
Email to the CEO.......................................................................................................................21
Task 3:...........................................................................................................................................23
Feedback on the marketing plan................................................................................................23
Presentation of the marketing plan to the CEO and the Board members..................................29
Email to the CEO.......................................................................................................................30
Amended marketing plan...........................................................................................................31
Role play....................................................................................................................................36
Email to the CEO.......................................................................................................................37
References......................................................................................................................................38

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Task 1:
Answer to question 1
Strategic alliances supports an organization in improving the marketing opportunities
through minimized risks and mutual development made by the businesses in a pre- planned
market situation. The strategic alliances supports an organization in increasing the scope of
marketing the propositions while funding the R&D activities for better growth and expansion
opportunities in the markets.
Answer to question 2
The development of the new propositions would allow an organization in gaining
competitive edge over the existing players in the existing and the new markets. In tis relation, the
anticipation of the Ansoff matrix plays an important role in identifying the growth of the market
prospects of the venture. The new product development of the organization in the existing
markets would allow an organization in retaining the commitment of the customers (Fursov
2017). On the other hand, new product development in the new markets would allow the
concerned organization in establishing brand image in the new markets through distinguished
propositions.
Answer to question 3
A business takeover would allow the parent or the acquiring company to hold the shared
brand image of the acquired organization in the new markets. It would assist in driving the
loyalty of the customers in the host markets while driving the sales volume with increased
marketing operations. Acquisition provides an organization with the privilege of improving the

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rate of operations while undertaking complete governance over the activities thereby improving
the quality of the activities as per the common objectives of growth and sustenance.
Answer to question 4
The key information that might be reviewed by a franchiser while marketing the
franchise opportunity is the market scope and the demand that their proposition would encounter
in the region. The assessment of the demand for the proposition and the evaluation of the
intervals in which the proposition are demanded would allow a franchiser in identifying the
returns that might be expected by the same.
Answer to question 5
An organization might establish a new business for improving its opportunity of
marketing through the influencing demand of the customers. Most of the businesses take the
initiative of influencing the buying behavior of the customers with the objective of improving
their market position (Berman and Thelen 2018). In this connection, an organization might take
the initiative of establishing a new brand and position the same among the target audience with
the purpose of improving the overall image of the venture in the markets and increasing sales.
Answer to question 6
The other marketing opportunity options that might be explored by the organizations are:
 Mergers
 Licensing
Answer to question 7
The product lifecycle plays an important role in identifying the stage that the product is
passing on the basis of its sales volume and revenue earned from the same. The introduction

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phase aims at developing cognition of the time when an organization commercializes its
proposition for the first time in the market. Growth phase aims at identifying the recognition that
is gained by the proposition in the market in due course of time. The maturity phase aims at
identifying the situation when the proposition is well accepted in the market and is driving
enormous revenue for the organization (Camilleri 2018). The decline phase aims at identifying
the decline of sales of the proposition while encountering market competition through similar yet
better propositions.
Answer to question 8
The marketing mix supports an organization in improving the planning mechanism on the
different aspects like promotion, price or place of distribution of the proposition that is being
planned by an organization. The overall marketing mix supports an organization in identifying
the target audience for the offerings and the manner in which the propositions might be
positioned for driving the sales volume.
Answer to question 9
The key factors that might be considered by an organization in the product factor for
increasing the sales volume are the uniqueness of the proposition and the utility proposed by the
offering. The uniqueness of the proposition would encourage the organization in quoting high
price while gaining a competitive edge over the existing firms (Du et al. 2018). On the other
hand, the utility of the proposed offering would allow the organization in influencing the buyer’s
decision making power and thereby increase the sales volume.
Answer to question 10
The pricing strategy assists an organization in improving the sales volume while
influencing the buying behavior of the customers. Most of the organizations take the initiative of

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improving the pricing strategy in accordance with the behavioral needs of the customers to
whom the proposition are positioned. Two of the most common pricing strategies that might be
used by the companies are penetration pricing and skimming pricing strategy. Penetration pricing
helps organizations in providing propositions to the customers in lower price than the other
competitors whereas skimming pricing aims at increasing the price of the propositions to portray
the uniqueness of the same in the market.
Answer to question 11
The promotional strategies that might be used by an organization are:
 Digital media and social media presence
 Events and promotional campaigns
Answer to question 12
The three common distribution strategies that might be considered by the organizations are:
 Online or e-commerce
 Brick and mortar stores of their own
 Supermarkets and different retail platforms
Answer to question 13
The undifferentiated marketing strategy would allow an organization in maintaining the
focus and clarity of the campaign while promoting a brief number of deliverables to the target
audience. The undifferentiated marketing campaign supports an organization in gaining
economies of scale while empowering the cost leadership approaches.

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Answer to question 14
A concentrated marketing strategy would enable an organization in identifying the
different aspects of a chosen target audience. In this connection, most of the companies take the
initiative of empowering the concentrated marketing campaigns for empowering sales among the
niche markets while addressing the specific tastes and preferences of the same through their
marketing operations.
Answer to question 15
A marketer takes the initiative of reviewing the policies and marketing objectives of a
organization with the purpose of recognizing the specific needs of the venture. it supports a
marketer in setting the goals and the key activities in the marketing plan which would align with
the common goals of the venture (Opresnik 2018). For an example, if an organization is planning
towards increasing the sales volume, the marketer would take the initiative of promoting the
brand value and the proposition among the customers while influencing the same to make a buy
of the offerings.
Answer to question 16
The marketer takes the initiative of reviewing the policies and procedures of an
organization and the different legal and regulatory requirements that are imposed by the
government on the corporate activities, in the specific regions. After reviewing the different
legislative and regulatory requirements. The marketer takes the initiative of planning the
marketing activities of the organization while complying with the legal requirements.
Answer to question 17
A marketer takes the initiative of developing KPIs (Key Performance Indicators) as
metrics for measuring the success factors of the different marketing activities while aligning the