You are required to answer all of the following questions. You need to answer all of the written questions correctly. Generally, you are expected to write a response one or two paragraphs long. Please answer the questions using word processing software.
All questions must be answered correctly in order for you to be assessed as having completed the task satisfactorily.
Did the student:
Did the student:
|Task Outcome:||Satisfactory ¨||Not Satisfactory ¨|
This assessment task requires the student, in the role of Marketing Manager, to conduct research and develop a Marketing Plan Briefing Report to inform the development of a Marketing Plan that they will develop in Assessment Task 2.
Students must complete all of the activities listed and will be assessed against the assessment criteria included in the checklist included with this task.
NatureCare Products is based in Brisbane, Queensland Australia. It commenced business in 1996, manufacturing and retailing eco-friendly, high quality beauty skin care products.
The business was established to cater for a growing demand for skin products that contain eco- friendly and natural ingredients. There is also an emphasis on eco-friendly packaging.
NatureCare Products’ current Strategic Plan identifies that its vision is to be a market leader for providing high quality, sustainable skin care products.
Its organisational objectives are to:
It has identified its major competitors as being Jurilique and Botani and is currently working on positioning itself against this strong competition. The prices of its products are slightly higher than major competitors.
The organisation currently consists of the CEO, Operations Manager, Sales Manager, Marketing Assistant, Customer Sales Officers (5) and Administration staff (3). All the positions are based in the office in Brisbane.
The company’s current range of products include:
regenerating and anti-inflammatory properties. This product is for delicate and mature skins and can also be used as a baby cream.
The company has become well established in the Australian market and sells its products in health stores across the country. However, the company wants to widen its range of retails outlets with other outlets that reflects its desired positioning.
It also sells its products online through its own web site, although there is no SEO, and no social media presence currently.
The company targets customers that want high quality, eco-friendly products. Market research has identified that around 70% of customers are professional women aged 25 to 55.
The current strategy of the company as identified in its latest Marketing Plan is niche marketing to the target group based on positioning the products as high quality and eco-friendly.
With regard to the marketing of NatureCare Products, the company is reasonably happy with sales through the web site but would like to do more in the future, for example, through reviewing search engine optimisation and to use social media to generate sales. The company is in a strong financial position and has a budget of around $150,000 for marketing for the upcoming financial year.
The company would like to add more products over time and is focussed on a range of products to meet particular skin needs rather than a one-size fits all. The company is also interested in expanding overseas. Research has identified that Japan may represent a good opportunity for the company, as it has been identified there are good opportunities for products made from natural ingredients. The company has also decided to target essentially the same group of consumers as for the Australian market, as it has identified that a key group of consumers in Japan for cosmetic products are middle-aged and older women who seek functionality and higher-value-added items.
Regarding the company’s current promotional activities, successful promotional activities have been advertisements on the Australian body + soul web site and in the Natural Health magazine. There have also been in-store promotions with the focus on high quality products for women.
The management team of NatureCare Products has advised that its primary marketing objectives are:
Review the case study information and use the Internet to conduct research on trends and development in the cosmetics industry, potential new and emerging markets, competitors and any other relevant factors.
You are required to develop a Marketing Plan Briefing Report using the Marketing Plan Briefing Report Template.
Your report is to include the following:
Make sure your report includes a clear rationale for your selection of marketing strategies based on the above, and clearly demonstrate how the strategies align with the NatureCare Product’s strategic objectives.
Your report is also to include marketing tactics for each of the marketing strategies you have identified as follows:
The following codes and legislation should be reviewed to assist in the identification of legal and ethical issues (depending on the marketing tactics proposed):
The final part of your report should include:
Did the student:
|Conduct and report on a SWOT and PESTLE analysis to inform the development of the marketing plan, including identification of marketing opportunities?|
|Identify and report on at least three marketing opportunities based on a review of the scenario information and SWOT and PESTLE analysis?|
|Evaluate and report on each identified marketing opportunity including:
· The fit with organisation’s objectives as outlined in the scenario information.
· Risks of each of the marketing opportunities you have identified
· Potential returns of each of the marketing opportunities – returns can be identified in general terms, for example, greater market share?
|Develop and report on marketing strategies that:
· Address the four p’s of the marketing mix in accordance with the organisation’s marketing objectives, including desired positioning.
· Align with organisational
· Are relevant to the marketing opportunities identified
· Are consistent with NatureCare Product’s ability to implement such marketing strategies, specifically existing staff and budget?
|Provide a clear rationale for selection of marketing strategies?|
|Determine and report on marketing tactics to be used to implement marketing strategies including:
· An explanation of marketing tactics and rationale for such.
· Timing of the marketing strategies, staff roles and responsibilities and costs involved.
· Recommended coordination and monitoring mechanisms to ensure that the marketing tactics are implemented as required and according to timelines.
· How the proposed marketing tactics are achievable within the available budget and staff
· Legal and ethical issues that need to be considered in using the marketing tactics proposed?
|Identify and report on recommended strategies to review marketing performance, including marketing metrics to be used?|
|Develop and report on strategies that can assist in increasing organisational expertise or resources to address gaps|
|in currently capability and marketing objectives?|
|Task outcome:||¨ Satisfactory||¨ Not satisfactory|