Assessment 2 Guidelines BSBMKG435

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School

Unicom College of Business Studies, Rustam, Mardam *

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Course

2021

Subject

Marketing

Date

Nov 24, 2024

Type

docx

Pages

Uploaded by assign7103

You must fill in all the templates. If you leave any template blank, your assessment will be NOT SATSFACTORY.

BSBMKG435 Assessment Task 2 Guidelines All the information for your answers you can get by reading the case study from page 6-17 . You must change the writing of this guidelines by using your own words. Activity 1: Evaluate drivers of consumer behaviour Template 1: Information on market for the products according to marketing plan Information on market for the products according to marketing plan (200-300 words) Products: Aussie Rural Products sells rural products which include wheat, coarse grains (barley, oats, sorghum, maize and triticale), rice, oilseeds (canola, sunflowers, soybeans and peanuts), grain legumes (lupins and chickpeas), sugarcane, cotton, fresh fruits and vegetables, and fresh farm milk. (From the case study) Target Market: The existing target market of Aussie Rural Products consist of small retails shops, restaurants, fresh fruit and vegetable markets, and food processing factories. (You need to write more using your own words) Customer profile: The customer of Aussie Rural Products is based in Melbourne, Sydney, Brisbane and Perth, who prefer fresh, organic and local food ingredients over other types and like to place their order online. (You need to write more using your own words) Competitor profile: There are 2 main competitors for Aussie Rural Products, which are supermarkets and similar product sellers. (You need to write more using your own words) Competitive advantage: The company is already into business where it has already established its delivery, structure, customer base and operational areas. (You need to write more using your own words)

Advertisement strategy: According to the plan, Aussie Rural Products has planned the following advertising strategies:  Indexing sites and advertisements on different and popular Search Engines, and products and offers available on the website (You need to write more using your own words) Template 2: Consumer attributes for market Consumer attributes for market (200-300 words) Customer profile: From the Aussie Rural Products, most of the retail shops, restaurants, food and vegetable markets and factories are placing order and receiving on-going deliveries. (You need to write more using your own words) Customer attributes from market profile: For people who express a strong intention to purchase local food, it is linked to the types of food they eat, where they buy it and how they cook it (Mirosa and Lawson, 2012). (You need to write more using your own words) Different types of customers: The different types of customers that Aussie Rural Products have are rural and remote Australians, and Australians residing in cities. % Revenue from each customer type: Rural and remote customers account for 25% of sales and Australians residing in urban areas account for 75% of the sales. Template 3: Identify and compare products and service Identify and compare products and service (200-300 words) Comparison of products and service:

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Locally made or products made in Australia are generally sold through big supermarket chains. Some examples of this include Coles and Woolworth. However, such supermarkets have many different choices and customers can buy import products during any purchase as well. (You need to describe the activities of other competitors who sell similar products) Template 4: Investigate consumer need for the products and service Investigate consumer need for the products and service (200-300 words) Trends from the sales plan: Last year, the company set its sales objectives, such as promoting Australian products, supporting locals, achieving the sales target for each month, providing quality products to the retailers and supermarkets at a very reasonable price, and so on. (You need to write more using your own words) Performance of the organisation based on achievement of sales plan: As mentioned, restaurants and food chains which has a share of 15% in total sales were closed last year when the pandemic started. (You need to write more using your own words) Needs for the products and service offered for the following customer types:  Rural and remote Australians  Australians residing in cities (You need to write more using your own words)

Activity 2: Evaluate reasons for existing levels of consumer interest Template 5: Improvement based on analyse consumer responses Improvement based on analyse consumer responses (200-300 words) Two (2) improvements to the advertising strategies: The following improvements to the advertising strategies were planned and suggested:  Indexing of our sites and advertisements on different and popular Search Engines and products and offers available on our website. (You need to write another improvement strategy using your own words) How each improvement strategy will be addressed? For the strategy, total amount of $32,500 will be allocated. First of all, the company needs to consider its online existence as there is no improvement made for online portal for customer ordering. Within this process, marketing team will update the look, design and colour of the website together with its slogan and tagline. (You need to write the addressing of another improvement strategy using your own words) Template 6: Analysis of consumer behaviour Analysis of consumer behaviour (200-300 words) Customer attitudes and expectations for the organisation’s products and service. Customers of Aussie Rural Products generally prefers to shop online and receive order in their home or places without going out anywhere or doing things by their hand. Determine individual, social and lifestyle influences on customer behaviour considering the target market segment: For the individuals, their lifestyle, habit and behaviour are the most important players of customer behaviour. Digital footprint of customer types in the market segment: Not only the target customers of Aussie Rural Products but also public is actively using digital technologies and spending more time on internet. (You need to write more using your own words)

Template 7: Analysis to evaluate the organisation’s capability Analysis to evaluate the organisation’s capability (200-300 words) Strengths and weaknesses of the organisation in relation to meeting customer demand and expectations for products and services: Aussie Rural Products has a great distribution channel where customers can easily reach the company and receive its products. Whether existing organisation’s marketing plan address the opportunities and threats: The existing marketing plan addresses the opportunity identified during SWOT analysis. Strategies to respond to demand for goods and services: To respond to demand for goods and services, the following strategies are recommended:  Buy new delivery vans and other equipment for the preparation of increasing number of orders (You need to write more using your own words) Activity 3: Recommend marketing focus Template 8: Rationale for marketing focus Rationale for marketing focus (200-300 words) Marketing strategies for target customer types: For target customer types, the company needs to use the medias that the target customers are familiar or they are involved somehow. How influences on consumer behaviour will be used to target effective marketing strategies? As the target customer prefer online orders and fresh local products, the effective marketing strategy should be focused on delivering these two messages. Rational for marketing focus of appeal: For any customers, appealing and eye-catching advertising is important because it is the way companies can make their product or service appealing. Likewise, Aussie Rural Products’ marketing should be appealing by catching target customers’ attention. (You need to write more using your own words)

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Template 9: Consumer’s role in the digital marketing environment Consumer’s role in the digital marketing environment (200-300 words) Digital marketing environment: Aussie Rural Products’ consumers are mostly using social media active and likes to search through internet when purchasing items. For millennials, making an online order is a common thing so that those people are mostly in the target groups. (You need to write more using your own words) Model engagement conversations and interventions: Aussie Rural Products should engage with customers through social media platforms where commenting, liking, sharing and messaging are free to use. (You need to write more using your own words) Template 10: Analysis the marketing focus of appeal Analysis the marketing focus of appeal (200-300 words) Marketing focus of appeal: As mentioned before, it has been recommended to have marketing focus on appealing and eye-catching advertising on health magazines, Australian-made websites and food channels on television, and Aussie Rural Products’ marketing should be appealing by catching target customers’ attention. (You need to write more using your own words) Legal and ethical obligations for the marketing focus of appeal: When doing the marketing activities with the focus of appeal, the ethical obligations Aussie Rural Products must consider are that there should be no misleading information, unreasonably high price and copyright issues. (You need to write more using your own words) Revised marketing appeal: After revising, there was no issues with the appeal relating to the legislative and ethical obligations. There is no unethical or prohibited marketing appeal in the plan. (You need to write more using your own words)

Marketing strategies: After analysing and revising all the options and recommendations, the following strategies are recommended:  Indexing of our sites and advertisements on different and popular Search Engines and products and offers available on our website. (You need to write more using your own words) Costs associated with the implementation of marketing strategies: As provided, total amount of $32,500 will be allocated for all the marketing strategies. In this allocation, expenses for the website update, publishing on newspaper and magazine, and video for TV will be made. Budgetary requirements of the marketing plan strengths and weaknesses of the organisation in relation to meeting customer demand and expectations for products and services: It may need more budgeting for other expenses, for example, purchasing vans and recruiting drivers. In that case, extra amount of $30,000 should be planned. (You need to write more using your own words)

Email to Operations Manager: From: Batzorig Erdenebayar To: Operations Manager Subject: Presentation As I am responsible for analysing behaviour of two customer types and take a part in developing a marketing strategy together with its planning and focus of appeal, I have prepared a presentation to present what has been developed. I look forward to your reply. Thank you. Zahed Hossain (You need to complete this email using your own words) Meeting process Meeting agenda Organiser: Batzorig Erdenebayar (Marketing Coordinator) Meeting type: Marketing plan and focus Date & Time: 29/10/2023 at 13:00PM Location: Meeting room 1 Attendees: Stakeholders Time Discussion items 3 minutes Welcoming/introduction 3 minutes Marketing focus of appeal 3 minutes 3 minutes 3 minutes 3 minutes 10 minutes Q&A 2 minutes Closure (You need to complete the agenda)

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Meeting minutes Organiser: Marketing Coordinator Meeting type: Marketing plan and focus Date & Time: Location: Attendees: Stakeholders Note taker: Company Secretary Meeting objective The objective of this meeting was to inform all stakeholders about the marketing plan and its details to collect feedback and approval to move forward with its implementation. Meeting agenda Time Discussion items 3 minutes Welcoming/introduction 3 minutes Marketing focus of appeal 3 minutes 3 minutes 3 minutes 3 minutes 10 minutes Q&A 2 minutes Closure (You need to complete the agenda) Action items Action Assigned to Due date Revise the plan Marketing Coordinator 08/11/2023 Project kick-off All team members 29/11/2023 (You need to complete the action plan.)

References: Please use references at the very end of your assessment work. No referencing= Not Satisfactory

Assessment 2 Guidelines BSBMKG435

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