MKT103 – Introduction to Marketing

HOW TO USE THIS TEMPLATE:
 Download and save as: [your name], [s number], situation analysis MKT103
 Write your details onto the title page
 You are to replace all ‘your text here’ sections with your own writing.
 Update the table of contents before submitting – this will make sure the new page numbers
are shown correct.
 Fill in the word count on the title page
 You are welcome to change the appearance of the document and the formatting so long as
the end product presents as a professional document.
 Please note that the word counts for each section are approximates.
 Not included in the word count: executive summary, table of contents, anything in a table,
reference list.
 Remember to correctly fill in a reference list. Ensure you reference correctly in text throughout
the document. Marks will be deducted according to the criteria of the project, for poor
referencing. You can see how to correctly reference by visiting the Griffith University library
website:
REMEMBER.
This project will be introduced to you in the first online classroom, so please watch the
recording to learn more.
The purpose of this assessment task – you are to develop the marketing mix for the
opportunity and the marketing initiative identified in assessment 2.
The marketing mix plan develops the marketing tactics that will be used to implement the
marketing initiative and how these tactics will be monitored.
No business owner or marketers would just define an opportunity without developing plans to
help it succeed – this is what you are aiming to do in this ‘Marketing Mix Plan’ (Assessment
3).
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Marketing Mix Plan for
MKT103 – Introduction to Marketing
Tutor: XXXXXXXXXXXXXXXX
Word count: (should be 2000+/- 10%)
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Marketing Initiative
Initiative
The Iconic is come up with an initiative where they have an exclusive series that they
only release on special occasions. The exclusivity makes customers buy faster as well as
make their products more desirable and coveted. The initiative is Identified and
measurable and accessible. The focus and targeted audience is fashion forward younger
crowd who can easily paying off.
<Explanation> Justify why this initiative was chosen.
Exclusive series make The Iconic pieces more desirable for the customers. The
product will be designed and promoted by the best talent. The Company will promote
exclusive series as the luxury goods. The Company will be treading the fine balance
between the tradition and innovation. It will perpetuating the image of Ultimate
Handmade quality. Through this Company can increase its market share and leads
towards profitability.
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Objectives
Marketing Objectives
The marketing objective of The Iconic is to be creative and innovative and aims at the
product excellence. To bolster the image of the brands with passionate determination
and strive to be the best in all they do.
<Explanation> Justify why was this objective chosen.
This objective is choose to increase the customer satisfaction and to increase
their brand value in the market. As their business objective also represent the most
refined qualities of the Western Art all around the globe.
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