marketing

Te Hoe Pakihi

Department of Business

Bachelor of Applied Management

New Zealand Diploma in Business

Assessment Two:

Assignment, Marketing Plan Part B

Marketing Planning and Control

AMMP648

Marketing Planning and Control

NZDB648

Semester Two 2016

Due date: Monday 17 October 2016

Time: 9:00 am in class

Instructions:

See page 2.

This is a Group Assignment (pairs).

TASKS TOPIC MARKS

1 Marketing Objectives 14

2 Marketing Strategies 20

3 Product Tactics 15

4 Price Tactics 15

5 Distribution Tactics 15

6 Promotion Tactics 15

Presentation 6

TOTAL MARKS: 100

Student Name/ID ………………………………………………………………………………………………

Ara Institute of Canterbury and its division members reserve the right to use electronic means to detect and help prevent plagiarism. Students agree that when submitting this assignment, it may be subject to submission for textual similarity review to Turnitin.com.

All assessments must be completed by the scheduled date unless alternative arrangements have been made with your lecturer. No late submissions will be accepted by the lecturer unless by prior arrangement. Any late submissions must be submitted by means of application to the Academic Manager for consideration and must include a letter of explanation as to why the assessment is late. Late penalties may apply.

This assignment is worth 35% of the total marks for this course.

This paper has ten (10) pages including the cover sheet.

MARKETING PLAN – PART B – 35%

Purpose (Assessment of Learning Outcomes)

Learning Outcome 2: Developing Marketing Objectives, Strategies and Tactics

The purpose of this assignment is to assess students’ ability to develop marketing objectives, strategies and tactics for their chosen business.

This assignment is a continuation from assessment one (Marketing plan part A). Part A was the situational analysis.

Required.

You are to complete tasks 1 – 6 based on the situation analysis completed for the business selected in Assessment 1, (Marketing Plan Part A).

As this assessment is aimed at your selected target market from assignment one ensure only one (1) segment is targeted.

Please note that your assignment can only be assessed within the context of your industry, business and its situation analysis.
Based on the feedback that you have received from Assignment 1 Marketing Plan Part A, you may need to update your descriptions of your industry and company, but you may not change the company.
You may review and update or totally change your situation analysis. Note these will not be re marked but will assist in ensuring the right direction for your marketing plan.

This is an individual assessment. Ensure you submit the updated marketing plan part A with this assessment. Part A is the start of the marketing plan and part B continues on from the end of part A. Ensure your plan has the appropriate layout, correct spelling and grammar and is within the word limit.

Students are not to contact the staff of their chosen business in order to gather any information. This includes face-to-face conversations, emails, letters, texts and phone calls. Students are, however, encouraged to visit a branch of the business where possible, study their website and consider various media in order to observe their visible marketing tactics.

Instructions

This assignment has a maximum of 3000 words. For each section of your assignment, use the task headings as your headings:

You should provide a word count at the end of your assignment. Students are expected to support their points and acknowledge their research sources. This requires the use of in-text citations and a list of references be included as part of this assignment. In-text citations and the reference list are NOT included as part of your word limit.

Please submit the printed document together with a suitable cover page and a completed green student submission form attached and submit a soft-copy to Turn-it-in drop box provided on the course Moodle site.

TASKS

Marketing Objectives:

Develop two (2) measurable marketing objectives for the business. The marketing objectives need to clearly express what the marketing plan is to achieve. The objectives must be specific, measurable, achievable, realistic, and time bound (SMART).

Explain why the objectives that you have developed are relevant for the organisation. You should make reference to the situation analysis that you completed in Assignment 1.

(14 marks)

Marketing Strategies:

Using either Ansoff’s Grid and/or Porter’s Generic Strategies, recommend two (2) strategies that could be implemented to achieve one (1) of the objectives you have developed in Task 1.

Justify for each of the two (2) strategies how it will achieve the marketing objective.

(20 marks)

Product Tactics:

Evaluate the businesses existing product tactics in terms of:

Attractiveness to your chosen target market; and
Likely effectiveness in achieving the marketing objectives you have developed in Task 1, consistency with the strategies that you have recommended in Task 2, and consistency with other elements of the marketing mix.

Suggest two (2) specific improvements to the organisation’s product tactics and justify why you think these suggestions will be effective.

(15 marks)

Pricing Tactics:

Evaluate the businesses existing pricing tactics in terms of:

Attractiveness to your chosen target market; and
Likely effectiveness in achieving the marketing objectives you have developed in Task 1, consistency with the strategies that you have recommended in Task 2, and consistency with other elements of the marketing mix.

Suggest two (2) specific improvements to the organisation’s pricing tactics and justify why you think these suggestions will be effective.

(15 marks)

Distribution Tactics:

Evaluate the businesses existing distribution tactics in terms of:

Attractiveness to your chosen target market; and
Likely effectiveness in achieving the marketing objectives you have developed in Task 1, consistency with the strategies that you have recommended in Task 2, and consistency with other elements of the marketing mix.

Suggest Two (2) specific improvements to the organisation’s distribution tactics and justify why you think these suggestions will be effective.

(15 marks)

Promotion Tactics:

Evaluate the businesses existing promotion tactics in terms of:

Attractiveness to your chosen target market; and
Likely effectiveness in achieving the marketing objectives you have developed in Task 1, consistency with the strategies that you have recommended in Task 2, and consistency with other elements of the marketing mix.

Suggest Two (2) specific improvements to the organisation’s promotion tactics and justify why you think these suggestions will be effective.

(15 marks)

Presentation and referencing

Appropriate layout, correct spelling and grammar and is within the word limit. Correct in line APA referencing and set sources accurately out in reference list according to APA rules 6^th edition.

(6 marks)

ASSESSMENT TWO – ASSIGNMENT, MARKETING PLAN-PART B (35%)

Student Feedback Form

Student Name: __________________________________ ID number:______________________

Description	*Marks allocated*	*Your mark(s)*
1 Marketing objectives 2 Marketing strategies 3 Product tactics 4 Price tactics 5 Distribution tactics 6 Promotion tactics Presentation and referencing	14 marks 20 marks 15 marks 15 marks 15 marks 15 marks 6 marks
TOTAL	100 Marks
Comments:

MARKING SCHEDULE AMMP648/NZDB648 Assessment 2 Part B – Semester 1 2016

Student name: _______________________________ ___ Student ID: ________________

Q.1(a)(i)	0-1 marks	2 marks	3 marks	4 marks	Mark
1^st Smart Objective	Marketing Objective may be unclear, it is not a marketing objective, and it is not in the SMART format	Marketing objective is clear, it may not be a marketing objective, an attempt has to use SMART format, but there are errors in both presentation & design	Marketing objective is clear, it is a marketing objective and it is mostly in the SMART format, but there may be some small errors in either presentation or design	Marketing objective is clear, related to marketing, and both presentation & design of SMART objectives is excellent
Q.1(a)(ii)	0-1 marks	2 marks	3 marks	4 marks	Mark
2^nd Smart Objective	Marketing Objective may be unclear, it is not a marketing objective, and it is not in the SMART format	Marketing objective is clear, it may not be a marketing objective, an attempt has to use SMART format, but there are errors in both presentation & design	Marketing objective is clear, it is a marketing objective and it is mostly in the SMART format, but there may be some small errors in either presentation or design	Marketing objective is clear, related to marketing, and both presentation & design of SMART objectives is excellent
Q.1(b)	0-1 marks	2 marks	3-4 marks	5-6 marks	Mark
Explanation of marketing objectives	Little or no attempt to explain marketing objectives or explanation is very unclear. Little or no reference to situation analysis	A reasonable explanation of one or both marketing objective(s), but the reason why the objective has been chosen may be unclear. Some reference to situational analysis but this may not be appropriate.	Good explanation of one marketing objectives. Appropriate reference to situational analysis but may lack depth. Less satisfactory explanation of the other objective.	Good or Excellent explanation of both marketing objectives. Strong and appropriate references to situational analysis in explaining objectives
Q.2(i)	0-2 marks	3-5 marks	6-8 marks	9-10 Marks	Mark
1^st Strategy	Strategy may or may not be recommended, but little or no justification as to why the strategy has been recommended	Strategy recommended, there is some justification as to why the strategy has been recommended but this may not be consistent with the marketing objective	Strategy recommended, good justification as to why the strategy has been recommended and is consistent with the marketing objective. May lack depth	Strategy recommended, excellent in-depth justification as to why the strategy has been recommended

Q.2(ii)	0-2 marks	3-5 marks	6-8 marks	9-10 Marks	Mark
2^nd Strategy	Strategy may or may not be recommended, but little or no justification as to why the strategy has been recommended	Strategy recommended, there is some justification as to why the strategy has been recommended but this may not be consistent with the marketing objective	Strategy recommended, good justification as to why the strategy has been recommended and is consistent with the marketing objective. May lack depth	Strategy recommended, excellent in-depth justification as to why the strategy has been recommended
Q.3(a)(i)	<1 mark	1 mark	1.5 marks	2 marks	Mark
Evaluation of product tactics – target market	Little or no attempt to evaluate product tactics vis-à-vis attractiveness to target market	Attempt made to evaluate product tactics vis-à-vis attractiveness to target market. May lack relevance or conclusion may not be reached	Good evaluation of product tactics vis-à-vis attractiveness to target market. Conclusion may not be reached	Excellent and comprehensive evaluation of product tactics vis-à-vis attractiveness to target market. Conclusion reached
Q.3(a)(ii)	<1 mark	1 mark	2 marks	3 marks	Mark
Evaluation of product tactics – objectives and strategy	Little or no attempt to evaluate product tactics vis-à-vis objectives and strategy	Attempt made to evaluate product tactics vis-à-vis attractiveness to objectives and strategy. May lack relevance or conclusion may not be reached	Good evaluation of product tactics vis-à-vis attractiveness to objectives and strategy Conclusion may not be reached	Excellent and comprehensive evaluation of product tactics vis-à-vis attractiveness to objectives and strategy. Conclusion reached
Q.3(b)(i)	0-1 marks	2-3 marks	4 marks	5 marks	Mark
1^st product tactic improvement	Product improvement may or may not be suggested. Little or no justification for the choice of tactic.	Some attempt to justify the suggested product tactic. This may not be grounded in theory, or does not argue why the tactic will be effective	A good justification of suggested product improvement that is related to theory and/or makes a strong case that the tactic will be effective	Excellent justification of suggested product improvement that is related to theory and makes a strong case that the tactic will be effective
Q.3(b)(ii)	0-1 marks	2-3 marks	4 marks	5 marks	Mark
2^nd product tactic improvement	Product improvement may or may not be suggested. Little or no justification for the choice of tactic.	Some attempt to justify the suggested product tactic. This may not be grounded in theory, or does not argue why the tactic will be effective	A good justification of suggested product improvement that is related to theory and/or makes a strong case that the tactic will be effective	Excellent justification of suggested product improvement that is related to theory and makes a strong case that the tactic will be effective

Q.4(a)(i)	<1 mark	1 mark	1.5 marks	2 marks	Mark
Evaluation of pricing tactics – target market	Little or no attempt to evaluate pricing tactics vis-à-vis attractiveness to target market	Attempt made to evaluate pricing tactics vis-à-vis attractiveness to target market. May lack relevance or conclusion may not be reached	Good evaluation of pricing tactics vis-à-vis attractiveness to target market. Conclusion may not be reached	Excellent and comprehensive evaluation of pricing tactics vis-à-vis attractiveness to target market. Conclusion reached
Q.4(a)(ii)	<1 mark	1 mark	2 marks	3 marks	Mark
Evaluation of pricing tactics – objectives and strategy	Little or no attempt to evaluate pricing tactics vis-à-vis objectives and strategy	Attempt made to evaluate pricing tactics vis-à-vis attractiveness to objectives and strategy. May lack relevance or conclusion may not be reached	Good evaluation of pricing tactics vis-à-vis attractiveness to objectives and strategy Conclusion may not be reached	Excellent and comprehensive evaluation of pricing tactics vis-à-vis attractiveness to objectives and strategy. Conclusion reached
Q.4(b)(i)	0-1 marks	2-3 marks	4 marks	5 marks	Mark
1^st pricing tactic improvement	Pricing improvement may or may not be suggested. Little or no justification for the choice of tactic.	Some attempt to justify the suggested pricing tactic. This may not be grounded in theory, or does not argue why the tactic will be effective	A good justification of suggested product improvement that is related to theory and/or makes a strong case that the tactic will be effective	Excellent justification of suggested pricing improvement that is related to theory and makes a strong case that the tactic will be effective
Q.4(b)(ii)	0-1 marks	2-3 marks	4 marks	5 marks	Mark
2^nd pricing tactic improvement	Pricing improvement may or may not be suggested. Little or no justification for the choice of tactic.	Some attempt to justify the suggested pricing tactic. This may not be grounded in theory, or does not argue why the tactic will be effective	A good justification of suggested pricing improvement that is related to theory and/or makes a strong case that the tactic will be effective	Excellent justification of suggested pricing improvement that is related to theory and makes a strong case that the tactic will be effective
Q.5(a)(i)	<1 mark	1 mark	1.5 marks	2 marks	Mark
Evaluation of distribution tactics – target market	Little or no attempt to evaluate distribution tactics vis-à-vis attractiveness to target market	Attempt made to evaluate distribution tactics vis-à-vis attractiveness to target market. May lack relevance or conclusion may not be reached	Good evaluation of distribution tactics vis-à-vis attractiveness to target market. Conclusion may not be reached	Excellent and comprehensive evaluation of distribution tactics vis-à-vis attractiveness to target market. Conclusion reached

Q.5(a)(ii)	<1 mark	1 mark	2 marks	3 marks	Mark
Evaluation of distribution tactics – objectives and strategy	Little or no attempt to evaluate distribution tactics vis-à-vis objectives and strategy	Attempt made to evaluate distribution tactics vis-à-vis attractiveness to objectives and strategy. May lack relevance or conclusion may not be reached	Good evaluation of distribution tactics vis-à-vis attractiveness to objectives and strategy Conclusion may not be reached	Excellent and comprehensive evaluation of distribution tactics vis-à-vis attractiveness to objectives and strategy. Conclusion reached
Q.5(b)(i)	0-1 marks	2-3 marks	4 marks	5 marks	Mark
1^st distribution tactic improvement	Distribution improvement may or may not be suggested. Little or no justification for the choice of tactic.	Some attempt to justify the suggested distribution tactic. This may not be grounded in theory, or does not argue why the tactic will be effective	A good justification of suggested distribution improvement that is related to theory and/or makes a strong case that the tactic will be effective	Excellent justification of suggested distribution improvement that is related to theory and makes a strong case that the tactic will be effective
Q.5(b)(ii)	0-1 marks	2-3 marks	4 marks	5 marks	Mark
2^nd distribution tactic improvement	Distribution improvement may or may not be suggested. Little or no justification for the choice of tactic.	Some attempt to justify the suggested distribution tactic. This may not be grounded in theory, or does not argue why the tactic will be effective	A good justification of suggested distribution improvement that is related to theory and/or makes a strong case that the tactic will be effective	Excellent justification of suggested distribution improvement that is related to theory and makes a strong case that the tactic will be effective
Q.6(a)(i)	<1 mark	1 mark	1.5 marks	2 marks	Mark
Evaluation of promotion tactics – target market	Little or no attempt to evaluate promotion tactics vis-à-vis attractiveness to target market	Attempt made to evaluate promotion tactics vis-à-vis attractiveness to target market. May lack relevance or conclusion may not be reached	Good evaluation of promotion tactics vis-à-vis attractiveness to target market. Conclusion may not be reached	Excellent and comprehensive evaluation of promotion tactics vis-à-vis attractiveness to target market. Conclusion reached
Q.6(a)(ii)	<1 mark	1 mark	2 marks	3 marks	Mark
Evaluation of promotion tactics – objectives and strategy	Little or no attempt to evaluate promotion tactics vis-à-vis objectives and strategy	Attempt made to evaluate promotion tactics vis-à-vis attractiveness to objectives and strategy. May lack relevance or conclusion may not be reached	Good evaluation of promotion tactics vis-à-vis attractiveness to objectives and strategy Conclusion may not be reached	Excellent and comprehensive evaluation of promotion tactics vis-à-vis attractiveness to objectives and strategy. Conclusion reached

Q.6(b)(i)	0-1 marks	2-3 marks	4 marks	5 marks	Mark
1^st promotion tactic improvement	Promotion improvement may or may not be suggested. Little or no justification for the choice of tactic.	Some attempt to justify the suggested promotion tactic. This may not be grounded in theory, or does not argue why the tactic will be effective	A good justification of suggested promotion improvement that is related to theory and/or makes a strong case that the tactic will be effective	Excellent justification of suggested promotion improvement that is related to theory and makes a strong case that the tactic will be effective
Q.6(b)(ii)	0-1 marks	2-3 marks	4 marks	5 marks	Mark
2^nd promotion tactic improvement	Promotion improvement may or may not be suggested. Little or no justification for the choice of tactic.	Some attempt to justify the suggested promotion tactic. This may not be grounded in theory, or does not argue why the tactic will be effective	A good justification of suggested promotion improvement that is related to theory and/or makes a strong case that the tactic will be effective	Excellent justification of suggested promotion improvement that is related to theory and makes a strong case that the tactic will be effective
¿ Presentation	0-1 marks	2-3 marks	4-5 marks	6 marks	Mark
Report	Minimal of the following: Appropriate layout Correct grammar Correct spelling Within word limit Correct in line APA referencing Sources accurately set out in reference list according to APA rules 6^th edition	Some of the following: Appropriate layout Correct grammar Correct spelling Within word limit Correct in line APA referencing Sources accurately set out in reference list according to APA rules 6^th edition	Most of the following: Appropriate layout Correct grammar Correct spelling Within word limit Correct in line APA referencing Sources accurately set out in reference list according to APA rules 6^th edition	All of the following: Appropriate layout Correct grammar Correct spelling Within word limit Correct in line APA referencing Sources accurately set out in reference list according to APA rules 6^th edition
				Mark /100

Comments:

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