A4

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Australian Pacific College *

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BSB42415

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Marketing

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Jan 9, 2024

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docx

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Uploaded by MateCloverPuppy154

International Market - Assessment 2 Laura Cortés Part A: Coordinate promotion Question 1: Identify (2) two personnel for implementation of promotional activity and assign responsibility for ongoing evaluation of the promotional activity. Marketing manager Stategy and execution of promotional activities General responsibilities: ● Develop and execute marketing strategies for the UK market. ● Collaborate with internal teams and external agencies for campaign execution. ● Monitor campaign performance. ● Ensure compliance with regulations. Assign responsibility for ongoing evaluation: ● Supervise the overall evaluation process of promotional activities. ● Ensure that data collection methods are aligned with campaign objectives. ● Review and interpret evaluation reports generated by the Marketing Analyst. Marketing analyst Analysis of data of campaign performance General responsibilities: ● Collect and analyze data on campaign performance and consumer behavior. ● Generate reports on key metrics, including ROI, engagement, and conversion rates. ● Provide insights and recommendations based on data analysis. Assign responsibility for ongoing evaluation: ● Collect, analyze, and interpret data related to promotional activities in the UK. ● Generate reports on key metrics and provides insights based on data analysis. Question 2: Assuming you are dealing with distributors in the international market, explain (2) two strategies for building and maintaining client relationships. 1. Clear Communication and Transparency: Keeping communication open and giving clear information are essential to developing strong partnerships with distributors. Businesses build trust and understanding by encouraging open communication and providing thorough product information, which lessens the likelihood of disputes and gives distributors the information they need to make wise decisions 2. Training: Companies should make an investment in their success by providing training in order to cultivate strong connections with international distributors. Setting up workshops

or training sessions guarantees distributors have the tools necessary to properly represent items in their marketplaces. Distributors can enhance their market presence by promoting products with the help of regional support and marketing tools. Question 3: For each product or service selected, you have identified promotional activities in the table below identify the resources needed for the implementation of the promotional activities. Resources Product or service 1: Maqcuire Asset Management Promotional activity 1 Product or service 2: Macquire Capital Promotional activity 2 Financial Allocation of budget for social media ads, marketing material expenses Financial allocation for advertisements, event hosting, and marketing activities. Human Marketing manager, marketing staff, and finance experts Complete marketing team and event organizers Technology Social media ads platforms, email marketing platform Event management tools, CRM systems Physical Promotional materials for distribution Events venue, physical marketing materials, and spaces to place advertising. Question 4: Explain how you will implement marketing activity according to legal, regulatory and organisational requirements. Approaching marketing initiatives in a way that complies with organizational, legal, and regulatory standards requires diligence and attention to detail. It first requires a deep comprehension of the legal and regulatory frameworks in the UK that control consumer protection laws, financial regulations, data protection, and advertising standards. This thorough understanding enables the development of marketing plans that both promote and comply with these requirements. It becomes essential to evaluate promotional materials with legal professionals or consultants to make sure they adhere to the strict criteria imposed by UK legislation and industry regulations. Educating the marketing team and stakeholders on these policies is critical to guaranteeing adherence.

Question 5: a. Using the table below explain how to monitor expected and actual performance of promotion according to marketing objectives and organisational policy. Activities Objectives and how to monitor Hint: Which reports, meetings. Etc.? Expected performance based on objectives Hint: you will need to make some assumptions Actual Performance Hint: you will need to make some assumptions Activity 1 Objective: Increase brand awareness through social media advertising. How to monitor: Track engagement metrics, impressions, and click-through rates. Focus groups 20% increase in social media engagement Reach 500,000 impressions, and a positive sentiment in survey responses. 5% increase in engagement. 600,000 impressions, and received predominantly positive feedback in focus groups. Activity 2 Objective: Generate leads through direct marketing campaigns. How to monitor: Track conversion rates from leads to potential clients, monitor response rates to marketing materials, and assess the quality of leads generated. 5% conversion rate. 10% response rate to marketing materials, and high-quality leads 17% conversion rate 11% response rate to materials, and generated leads meeting defined quality standards. b. Explain how you will and address variations between actual and expected performance. First, in order to determine and understand the underlying causes of the performance discrepancies, a comprehensive investigation is necessary. In order to identify areas that want improvement. After being recognized, strategic changes are implemented, such as reorganizing resources, changing strategies, and making advancements based on data-driven insights. Following an adjustment, continual monitoring enables evaluation and further modifications. Throughout this process, effective coordination and cooperation between internal teams and

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external partners are crucial to ensuring alignment and the successful execution of new initiatives. In the end, this proactive and organized approach guarantees that marketing and organizational goals are aligned with promotional actions, which are adaptive and flexible. Part B: Review Promotion Question 1: Explain the evaluation principles and strategies. The ideas and tactics of evaluation comprise a methodical approach to evaluating the efficacy and influence of promotional endeavors. It entails putting important evaluation principles into practice. ● Relevance makes sure that the goals established for the promotional activities are in line with the evaluation standards. ● Validity guarantees that the techniques employed to quantify the results are precise and measure the intended quantities. ● Reliability provides uniformity and repeatability. ● Utility makes sure that the results of an evaluation are useful and helpful in making decisions. Evaluation techniques include establishing specific, quantifiable goals, choosing suitable metrics and Key Performance Indicators (KPIs), gathering pertinent data, applying both qualitative and quantitative data analysis techniques, and interpreting the findings to obtain practical recommendations for future enhancements to promotional tactics. Question 2: Prepare a 6-8 questions survey to gather feedback on the marketing mix for improvements in target and outcomes. 1. How did you first learn about our product/service? - Advertisement - Social media - Word of mouth - Other (Please specify): __________ 2. On a scale of 1 to 5, how well did our marketing materials (ads, brochures, etc.) convey the benefits of our product/service? - 1 - Not effective - 2 - Somewhat effective - 3 - Moderately effective - 4 - Very effective - 5 - Extremely effective 3. Which aspect of our marketing efforts influenced your decision to engage with our product/service?

- Clarity of messaging - Visual appeal of advertisements - Demonstrated value or benefits - Others (Please specify): _________ 4. How likely are you to recommend our product/service to others based on our marketing communications? - Very unlikely - Unlikely - Neutral - Likely - Very likely 5. Did our marketing efforts accurately reflect the actual experience or benefits you received from our product/service? - Yes, completely - Somewhat - No, not at all 6. On a scale of 1 to 5, how satisfied are you with the information provided by our marketing materials about our product/service? - 1 - Not satisfied - 2 - Somewhat satisfied - 3 - Moderately satisfied - 4 - Very satisfied - 5 - Extremely satisfied 7. Which marketing channel do you find most influential in your decision-making process? - Social media - Television/radio ads - Online reviews/testimonials - Other (Please specify): _______ 8. What improvements would you suggest to enhance our marketing efforts and better meet your needs? Question 3: Analyse promotional outcomes against costs and timelines. Cost Timeline Expected/Planned $50,000 4 weeks Actual $5,000 6 weeks Variances +$5,000 +2 weeks

Question 4: Identify process improvements for future international marketing opportunities. Based on past experiences, there are a number of critical areas that need to be improved in order to optimize the process for upcoming foreign marketing chances. First off, campaign success can be greatly impacted by fine-tuning the planning stage. One aspect of this improvement is carrying out more thorough and culturally sensitive market research. Ads that are more individualized and culturally aware can be informed by a more thorough examination of the subtle cultural differences, consumer trends, and competitive environments unique to the target foreign market. Question 5: Prepare recommendations for the future direction of internationally based promotional activities. 1. Localization and Cultural Sensitivity: Give localization top priority by being aware of and taking into account cultural quirks in advertising campaigns. Make sure that the content, graphics, and messaging are appropriate for the local audience. Authenticity, relevance, and stronger ties to the target market are fostered by this strategy. 2. Collaborations & Partnerships: Promote strategic alliances with regional companies, organizations, and influencers in the target markets. Collaborations take advantage of the partner's existing network and audience to increase brand visibility, create trust, and make it easier to enter new markets.

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