MMK368 Business Marketing Assignment

Description

Purpose

This task provides you with opportunities to learn the knowledge (GLO1 & ULO1), communication (GLO2 & ULO 2), and analysis and synthesis of information using digital skills (GLO 3 & ULO3) required in the study and practice of business marketing. By completing this task, you will develop your skills in researching, understanding, applying, evaluating, and presenting information required of business marketing professionals.

Context/Scenario

You are the Marketing Assistant for the Australian Packaging and Machinery Company (APMC). APMC is an Australian company that makes and sells plastic wrapping to food and drink manufacturers. In Part A of this assignment, you researched and sourced the required data from Passport database and prepared the data for estimating demand and segmenting the market. In Part B (this assignment), you are required to submit a report on your market analysis conducted in Part A and target market strategy.

Specific Requirements

The task in assessment 1B requires following steps:

A. Market Analysis

will comprise:

1. Reporting market demand. This will include demonstration of an understanding of finding, using, and presenting market data related to demand of APMC products appropriately.
2. Segmenting the market and evaluating segments to identify target market segments for APMC. This will include explanation of the process you went through and the choices you made when you segmented the market and identified target markets.

B. Target Market Strategy

P>Based on the Market Analysis, you will propose a business-to-business target market strategy explaining and justifying how APMC will establish and maintain a long-term business presence in the market for the country you selected. You target market strategy will comprise:

1. Product strategy in the target market(s). This will include demonstration of an understanding of value-creation, product positioning, and customer service.
2. Distribution strategy in the target market(s). This will include demonstration of an understanding of channel concepts and processes.
3. Promotional strategy in the target market(s). This will include demonstration of an understanding of Integrated Marketing Communication (IMC) concepts and processes.
4. Personal selling and sales management strategy in the target market(s). This will include demonstration of an understanding of how the salesforce will be organized, how the selling effort will be deployed, and how APMC will manage the salesforce.
5. Pricing strategy in the target market(s). This will include demonstration of an understanding of pricing concepts and processes.

The concepts and processes required to complete Assessment 1B are provided in Classes and Workshops for Week 1 to Week 10, located the Cloud Resources folders. Critical information for this assessment task is also provided the Target Market Background document. Assignment 1B rubric is provided separately on the unit site. Reports not meeting a presentation standard required for a Deakin University level-3 and a top-10 Australian company will be penalized or returned ungraded.

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