Marketing

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Running Head: MKTG
Marketing

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Table of Contents
Introduction.................................................................................................................................................4
Assessment Activity 1.................................................................................................................................5
Question 1...............................................................................................................................................5
Question 2...............................................................................................................................................5
Question 3...............................................................................................................................................7
Question 4...............................................................................................................................................8
Assessment Activity 2...............................................................................................................................10
Task 1: Identify Strategic Direction...........................................................................................................10
1.1 Organisation Mission.......................................................................................................................10
a) Mission..........................................................................................................................................10
b) Purpose..........................................................................................................................................10
C) Vision...............................................................................................................................................10
D) Values...............................................................................................................................................10
1.2 Directions of the company...............................................................................................................10
a) Direction............................................................................................................................................10
b) Targets...........................................................................................................................................11
1.3 Situational Analysis.........................................................................................................................11
1.4 Legal and Ethical requirements of the company..............................................................................12
a) Legal requirements............................................................................................................................12
b) Company Ethics................................................................................................................................12
1.5 Strategic Direction...........................................................................................................................12
Task 2 Review Marketing Performance.....................................................................................................13
a) Previous Marketing Performance...................................................................................................13
2) Marketing opportunities....................................................................................................................13
3) Profitability of these opportunities....................................................................................................13
4) Positioning Strategies........................................................................................................................13
Task 3: Scope Marketing Opportunities....................................................................................................14
3.1 Analysis of Current Products/ Services using SWOT......................................................................14

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3.2 Viability and Contribution to Business............................................................................................15
3.3 Organizational Fit............................................................................................................................16
Task 4: Formulation of Marketing Objectives...........................................................................................16
4.1 Long Range Strategic Objectives.....................................................................................................16
4.2 Short Range Objectives...................................................................................................................16
4.3 Undertaking Consultation................................................................................................................17
4.4 Risk Management Strategy..............................................................................................................17
4.5 Documenting Marketing Objectives................................................................................................18
Conclusion.................................................................................................................................................20
References.................................................................................................................................................21

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Introduction
This report is designed with the aim of generating secondary knowledge about different
terminologies and concepts related to marketing management. A&A Coffee is the case
organization that is selected in this report for ensuring practical relevance of the findings of this
report.

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Assessment Activity 1
Question 1
Financial Management
Technique
Description Example
Ratio Analysis Ratio analysis technique is taken into
account for conducting evaluation of
financial and non-financial
performance of a company. For this
purpose of different types of ratios are
calculated and interpreted on basis
financial statements of company.
Example of ratios includes
liquidity ratios (such as
current ratio, quick ratio),
profitability ratios (gross
profit margin, net profit
margin etc) and efficiency
ratios (inventory turnover,
receivable turnover ratio,
creditor’s turnover ratio etc)
(Altman and Hotchkiss, 2010)
Capital Budgeting Capital budgeting techniques are
taken into account for evaluating
feasibility of different investment
projects (Baker and English, 2011)
Example of capital budgeting
techniques includes net
present value or NPV,
payback period, internal rate
of return and profitability
index technique
Trend Analysis This technique is taken into account
for identifying trend of market
indicators or company’s own
performance through evaluating
historical data
For example, the trend of sales
performance of company is
determined to predict future
sales performance (Altman
and Hotchkiss, 2010).
Question 2
Legislation Explanation
Anti-discrimination law Anti-discrimination law of Australia is composed of different
legislations and acts like age discrimination act 2004, disability
discrimination act 1992, racial discrimination act 1975 and sex
discrimination act 1984. Anti-discrimination law of Australia is
designed for preventing people or employers from being involved in
discriminatory practices on any basis like age, color, sex, disability,
race, nationality or other factors (Gaze and Smith, 2016).
Data Protection Law Data protection law of Australia is also known as The Australian Data

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Privacy Regulation. This law is designed for providing security to the
personal and confidential information of different individuals from
misuse and informed usage by any individual or organizational entity.
Every company has to ensure confidentiality of privacy of different
people.
Minimum Wage Law Australian Minimum Wage Law is designed for ensuring payment of
minimum wage for work performed throughout the nation. Fair work
act 2009 is also a major part6 of this law. As per amendment of 1st
July 2018 in minimum wage law in Australia, the minimum wage
level is set as $18.93 per hour and $719 per week (i.e. 38 hours in a
week)
Consumer Protection
Law
Consumer protection law of Australia is also known as Competition
and Consumer Act 2010. This law is developed for purpose of
protection of consumer’s interest in different transactions with
business entities. This law governs transaction of goods and services
that have price not more than $40,000, vehicles and trailers and
personal, household and domestic goods even if they are priced above
$40,000 (Bruce, 2010)
Company’s Law Company’s law of Australia is heavily taken from company law of
UK. This law is known as Corporate Act 2001. This law regulates
different activities like operations and formations of companies across
Australia. It also provides regulations and guidelines for fundraising,
takeovers and duties of different officers.
Taxation Law Taxation law of Australia is also termed as Income Tax Assessment
Act 1936. Other tax laws of Australia are fringe benefit tax assessment
act 1986 and income tax assessment act 1997. These tax laws are
designed for providing guidelines for employers and individuals with
regards to their tax liabilities (Woellner et al., 2015).
Privacy Law The Privacy Act 1988 is a privacy law of Australia. This law is framed
and implemented across Australia for purpose of regulating the
handling of personal and confidential information of different
individuals. All the non-profit organizations and profit making
business entities and Australian government agencies are bound by
this law.
Cyber security law Cyber security legislation is also a part of Federal privacy Act 1988
that is also known as The privacy act 1988. According to amendments
on 12 March 2014, monetary penalties amounting to A$2.1 million in
case of company and A$420,000 can be imposed for serious
interference with privacy of individuals (Morris, 2018).
Intellectual property Example of intellectual property laws in Australia includes Trade