MMK101 Marketing Fundamentals Assessment

MMK101 Marketing Fundamentals T3, 2024

Assessment 4 Brief

Please note. Work or parts of work that you have submitted in the past for assessment cannot be re- submitted for assessment in another unit without your Unit Coordinator's written permission. This includes work submitted for assessment in any unit at Deakin college or at another academic institution. If you wish to reuse or extend parts of previously submitted work, then you should discuss this with the Unit Coordinator before the submission date. Depending on the nature of the task, the Unit Coordinator may permit or decline the request.

Contents

Due Dates, word limit, weighting 3

Graduate and Unit Learning Outcomes: Assignment 1, 2, and 3 3

Assignment Background: Purpose and Objectives 4

Assignment 3 Specifics Marketing Mix Plan 5

Background (Assignment 1) Summary 5

5. Marketing Mix Strategies 5

Guidelines for developing marketing mix strategies: 5

• Product Strategy 5

• Pricing Strategy 5

• Distribution and Logistics (placement) Strategy 6

• Integrated Marketing Communications (IMC) Strategy 6

6. Conclusion and Implications 6

Standard of communication in plan 6

Important Information Essential Reading 6

a. Assignment template 6

b. Report presentation 6

c. Word documents only 6

d. Word Count Penalty and an overview of aspects not included in the word count 6

e. Extension Requests and Late submission penalty 7

f. Electronic submission only 7

h. Turnitin software and Turnitin Student Tool 7

i. Backup-copy 7

j. Resubmission of past assessment: 8

Due Dates, word limit, weighting

Graduate and Unit Learning Outcomes: Assignment 1, 2, and 3

If you did not submit assignment 2 or your workbooks, please contact the Unit Coordinator.

Assignment Background: Purpose and Objectives

This assignment follows on from assignment 2 and assignment 3. Based on the target market and positioning strategy you have identified and recommended in Assignment 2, your task is to propose a detailed marketing mix program (4Ps - product, price, placement, and promotion) that will assist BURGERFUELs Management in making a better-informed decision as to whether to enter the Australian marketplace.

Please note. You can change the direction of the assignment based on the feedback from assignment 1 and 2 e.g., change target market, differentiation strategy(s).

Assignment 4 Objectives

Based on strategies discussed in assignment 2 (align with your chosen target market and differentiation strategy(s)), develop the following marketing mix strategies, with justification:

1. Develop the BURGERFUEL product to better meet the needs and expectations of your target
2. Develop a pricing strategy to drive initial trial of the BURGERFUELs
3. Develop a multichannel distribution network which addresses the growth of direct and online
4. Develop strategies that will increase your chosen target markets interaction with the brand to create greater brand awareness and brand recognition for the BURGERFUEL brand and its agenda/platform in the Australian market.

The textbook (8^th edition) provides an overview of the role of a marketing plan and provides a sample (see appendix 2) case study.

Armstrong G, Denize S, Volkov M, Adam S, Kotler P, Ang S H, Love A, Doherty S and van Esch P (2021) Principles of Marketing, 8th Edition, Pearson Australia, Melbourne, pp. 502-511.

Library e-book: pp. 1409-1437; Pearson E-book: pp. 503-511.

Explanations of relevant theories and concepts are required for this assignment.

Relevant images, tables and graphs are required throughout your discussion to support your narrative. These images must be placed within the discussion, not at the end of the paragraph. This is the norm for business reports. Appendices are NOT required. To complete this assignment, please use the provided assignment template and follow the guidelines below

Assignment 4 Specifics Marketing Mix Plan

Due Date: Week 11, 8:00pm AEST Monday 13 January 2025. You have until 11.59pm to submit without late penalty.

Word Limit: Up to 2500 words (penalties apply if you exceed the word limit) Weighting: 30%

Using the template provided, prepare a report for the management board of BURGERFUEL. In your report, include the sections below. Images and relevant tables and graphs are mandatory throughout the discussion.

Background (Assignment 2) Summary (not included in word count)

In the boxes provided in the assignment 4 template, summarise (key points only) your target market, differentiation strategy(s), value proposition, and positioning statement developed in Assessment 2. If you do not include this information in the boxes, as required, the content will form part of your assessment word count. You can change the target market, differentiation strategy(s), value proposition, and positioning statement based on the Assignment 1 feedback.

5. Marketing Mix Strategies

Guidelines for developing marketing mix strategies:

• state the strategy and provide supporting evidence (justification) for its choice using secondary research including industry reports, statistics, and relevant marketing theories and concepts.

• clearly state how the strategy(s) will be

Ensure you meet the marketing plan objectives outlined on page 4.

Product Strategy

Develop a product strategy that meets the needs and expectations of your proposed target market and aligns with your differentiation strategy (developed in assignment 2). You must provide supporting evidence throughout the discussion and ensure your strategy(s) result in a better product/brand.

Examples of the theories to discuss:

• product mix analysis (The Table of their current product Mix)

• 3 levels of product (please include the diagram)

• Product Life Cycle (PLC)

Pricing Strategy

Recommend a pricing strategy that drives initial trial of the BURGERFUELs coffees. You must provide justification for your choice of pricing strategy.

Examples of the theories to discuss:

• Major pricing strategy

• New product pricing strategy

Distribution and Logistics (placement) Strategy

Recommend a multi-channel distribution and logistics strategy that aligns with your target markets need(s) and reflects growth of direct and online marketing. You must provide a diagram to reflect the multi-channel distribution network you have developed.

Integrated Marketing Communications (IMC) Strategy

Recommend at least three (3) promotion tools from the marketing communication mix that aligns with your target markets media habits and meets the companys objectives of creating brand awareness, promoting brand engagement/interaction. Present your IMC pie chart.

6. Conclusion and Implications

Summarise the key findings from assignment 1, 2, 3 and 4. What is your recommendation to BURGERFUEL - Should they enter the Australian market? Why?

Standard of communication in plan

Business report format using concise, clear, and professional business language.

• Appropriate use of digital resources

• Use of credible and relevant secondary sources (e.g., journal articles, industry reports)

• You must justify your choice of strategies using secondary sources e.g., books, magazines, journal articles, webpages Websites allowing individual contributions should not be used e.g., Wikipedia, marketing.com

• Images and relevant tables and graphs are mandatory throughout the

• All sources/references taken from a secondary source should be acknowledged using the APA7 style of referencing https://www.deakin.edu.au/ data/assets/pdf_file/0009/2236752/Deakin-guide-to- pdf

Important Information Essential Reading

a. Assignment template: Please follow the word template for assignment 3 which is provided for you on Moodle in the assessment tile. The template structure provides you with experience in presenting professional business reports.

b. Report presentation: With regard to the text used in your assignment, please use a standard font (such as Times New Roman or Arial Narrow), at 12-point, with 1.5 minimum spacing between lines, to enhance the legibility for markers. All images and tables should be included in the body of the report.

c. Word documents only: The assignment must be in a Microsoft Word Document for marking PDFs will not be accepted. Microsoft Word is available to students free of charge; please see: http://software.deakin.edu.au/

d. Word Count Penalty and an overview of aspects not included in the word count: The following penalties apply to assignment in excess of the 1500-word limit:

• If your report exceeds the word limit by 10% or less, 5% of the available marks will be

• If your report exceeds the word limit by 11-20%, 10% of the available marks will be

• If your report exceeds the word limit by 21-30%, 15% of the available marks will be deducted,

• This process will continue for each additional 10% that the word count is

• Work that is submitted more than five days after the due date will not be marked. You will receive 0% for the task.

• The Unit Coordinator may refuse to accept a late submission where it is unreasonable or impracticable to assess the task after the due date.

For this business report in MMK101, the following are not included in your word count:

• Title page

• Table of contents

• Figures, tables (including the segmentation able), charts (and related captions) unless used as part of the discussion

• Reference list

• All in-text citations and headings are included in the word count.

e.Extension Requests and Late submission penalty

Students can apply for an extension request due to extenuating circumstances.

f. Electronic submission only: All assignments must be submitted electronically via Moodle. Make sure that you check the assignment document is the correct version before submission. The assignment uploaded to your assignment folder is the one that will be graded. Please use the following file name format for the assignment:

MMK101 Surname id number Ass3

h. Turnitin software and Turnitin Student Tool: Written assignments can be assessed for similarity issues with the references you have used prior to submission using the check your work Turnitin link. Turnitin checks that you have not unwittingly used the work of others (i.e., academic and trade authors, etc.) without due recognition. There are penalties for plagiarism at this college.

i. Backup-copy: You must keep a backup copy of every assignment you submit, until the marked assignment has been returned to you. In the unlikely event that one of your assignments is misplaced, you will need to submit your backup copy. Any work you submit may be checked by electronic or other means for the purposes of detecting collusion and/or plagiarism.

When writing your assignment please ensure you keep a back-up copy of your assignment external to your computer/laptop to avoid inability to submit your assignment due to technical issues.

j. Resubmission of past assessment: Work or parts of work that you have submitted in the past for any assessment task, irrespective of the unit, cannot be re-submitted for assessment in this unit, MMK101 Marketing Fundamentals without permission from the Unit Coordinator.