DB743 Marketing Management
  • Question / Requirement

Instructions for individual assignment

You are required to select an existing organisation operating in New Zealand (NZ), propose and develop a marketing plan based on the organisation’s marketing environment, strategies and tactics.

Taking on a role of a Marketing Manager of your selected organisation, you will critically analyse the current market environment and propose future marketing strategies and tactics for a new product/ service you wish to introduce to the market. Your marketing plan must be clearly justified with research evidence. Refer to the marketing plan criteria on the required sections to be covered in your marketing plan.

Select one of the following NZ organisations from the list below. If you want to choose an organisation that is not listed in the table below, you would need the approval of your tutor. Your selection must be approved by your tutor before you start your preparation and research based on a first come, first serve basis.

No. Organisation Website Annual Report

1

Silver Fern Farms

www.silverfernfarms.co.nz

http://www.silverfernfarms.com/assets/PDFs/2016-Annual-Report-web.pdf

2

Burger Fuel

www1.burgerfuel.com/nz

https://www.burgerfuel.com/uploads/media/597a520993857/burgerfuel-annual-report-2017.pdf?v1

3

Countdown

www.countdown.co.nz

https://www.countdown.co.nz/media/2171/countdown-csr-report_2015_web.pdf

4

Pak N Save

www.paknsave.co.nz

https://www.foodstuffs.co.nz/media/151366/foodstuffs-north-island-limited-annual-report-2016.pdf

5

Rebel sports

www.rebelsport.co.nz

https://briscoegroup.co.nz/wp-content/uploads/BGR-Annual-Report-Final-31-Jan-2016.pdf

6

Kiwibank

www.kiwibank.co.nz

https://media.kiwibank.co.nz/media/documents/Annual_Results_2017.pdf

7

New World

www.newworld.co.nz

https://www.foodstuffs.co.nz/media/151366/foodstuffs-north-island-limited-annual-report-2016.pdf

8

Unitec

www.unitec.ac.nz

http://www.unitec.ac.nz/sites/default/files/public/unitec-2016-annual-report.pdf

9

Spark New Zealand

www.spark.co.nz

http://investors.sparknz.co.nz/FormBuilder/_Resource/_module/gXbeer80tkeL4nEaF-kwFA/doc/FY16_H2/2016_Annual_Report.pdf

©Aspire2 International – DB743 Assessment 1 – v.2.1 – 2019 Page 4 of 9

10

Tip top

www.tiptop.co.nz

https://view.publitas.com/fonterra/fonterra-annual-review-2017/page/1

11

AA NZ

www.aa.co.nz

http://www.aa.co.nz/assets/about/the-aa/governance/AA-Ann-report-2015-2016-final-lr.pdf?m=1490652625%22%20class=%22type:%20size:{12%20MB}%20file

12

Briscoes

www.briscoes.co.nz

https://briscoegroup.co.nz/wp-content/uploads/BGR-Annual-Report-Final-31-Jan-2016.pdf

13

University of Auckland

www.auckland.ac.nz

https://cdn.auckland.ac.nz/assets/auckland/about-us/the-university/official-publications/annual-report/2016-annual-report-university-of-auckland.pdf

14

The Warehouse

www.thewarehouse.co.nz

http://www.thewarehousegroup.co.nz/investor-centre/company-reports

15

Tower Insurance

www.tower.co.nz

Financial Reports

16

Kathmandu

www.kathmandu.co.nz

https://www.kathmanduholdings.com/wp-content/uploads/2012/08/Kathmandu-AR-2016-online.pdf

17

Trade Me

www.trademe.co.nz

http://annualreport.trademe.co.nz/includes/docs/ar/2017/trade-me-annual-report-f17.pdf

18

Comvita

www.comvita.co.nz

https://www.comvita.co.nz/_assets/Investors/30%20June%202017%20CVT%20Annual%20Report%206MB.PDF

19

Skycity

www.skycityauckland.co.nz

https://www.skycityentertainmentgroup.com/media/1440/2016-skycity-entertainment-group-annual-report.pdf

20

Sky TV

www.sky.co.nz

https://skynz.akamaized.net//documents/24003/5365245/SKY+Annual+Report+2017.pdf/11cdcc35-7209-a617-bca5-fb958993da22

21

Tegel

www.tegel.co.nz

http://investors.tegel.co.nz/media/1092/fy17-tegel-annual-report.pdf

22

Maui

www.maui-rentals.com/nz/en

http://www.thlonline.com/FinancialInvestorInformation/Documents/ShareholderDocs2017/thl-Shareholder-Annual-Review-FY17.pdf

©Aspire2 International – DB743 Assessment 1 – v.2.1 – 2019 Page 5 of 9

23

KFC NZ

www.kfc.co.nz

http://www.restaurantbrands.co.nz/files/images/2017-annual-report/

24

Westpac

www.westpac.co.nz

https://www.westpac.com.au/content/dam/public/wbc/documents/pdf/aw/ic/2016_Westpac_Annual_Report

25

Air NZ

www.airnewzealand.co.nz

https://p-airnz.com/cms/assets/PDFs/annual-shareholder-review-2016-v3.pdf

©Aspire2 International – DB743 Assessment 1 – v.2.1 – 2019 Page 6 of 9

Marketing plan criteria:

Main Sections Description Marks allocated Marks awarded Comments/ Feedback

Assessment Cover Page

Assessment title, programme name, term, students’ full name and I/D, tutor’s full name, total word count)

N/A

Executive summary

(LO 3)

Provide a summary of the following topics highlighting only the key points; should not be more than one page:

 Current market environment

 New product & objectives

 Marketing strategies

 Marketing mix analysis

 Marketing controls

5

Table of Contents

Record the names of each part of the report and the name of each first and second order heading within the body and the page on which each occurs.

N/A

1. Introduction

(LO 3)

Provide a brief background of your selected organisation:

1.1 Brief background of organisation

 Name/type/location

 Brief history

 Vision/mission statement

 Values/ beliefs

 Current products/ services offered

5

2. Current market environment

(LOs 1 & 4)

Critically evaluate the external marketing environment of your organisation:

2.1 Macro analysis of the organisation (PESTLE):

Conduct a PESTLE analysis to identify and assess the potential impact of the external factors that can affect your organisation.

(5 marks x 6 PESTLE dimensions = 30 marks)

2.2 Micro analysis of the organisation (Porter’s Five Forces):

Conduct a Porter’s Five Forces analysis to identify the nature of competition within the industry that can affect your organisation.

(5 marks x 5 forces = 25 marks)

30

25

©Aspire2 International – DB743 Assessment 1 – v.2.1 – 2019 Page 7 of 9

2.3. Competitor analysis

Evaluate two (2) major competitors of your organisation.

(5 marks x 2 competitors = 10 marks)

10

3. New Product/ Service

(LO 2)

Based on your analysis of the current market environment, propose a new product/ service that will be introduced to the market. Justify your recommendation with sound arguments.

5

4. Marketing objectives

(LO 4)

Propose and develop three (3) marketing objectives for your new product or service to be introduced in the market. Objectives should be developed using the SMART criteria.

(5 marks x 3 objectives = 15 marks)

15

5. Marketing strategies

(LOs 2 & 4)

Critically evaluate the market segments, target market and positioning strategy for your new product/ service offering:

5.1 Market segmentation analysis:

Propose four (4) segmentation variables for your new product/ service offering.

(5 marks x 4 variables = 20 marks)

5.2 Target market analysis:

Propose a target marketing strategy for your new product/ service offering.

5.3. Market position analysis:

Propose a unique selling proposition or competitive advantage(s) of your new product/ service offering.

20

5

5

6. Marketing mix analysis

(LO 2)

Recommend a marketing mix (4P’s) for your new product/ service offering. Justify your recommendations with sound arguments.

6.1 Product strategy:

Propose your new product/ service offering based on the three (3) product levels.

6.2 Price strategy:

Propose a pricing strategy for your new product/ service offering.

20

5

5

©Aspire2 International – DB743 Assessment 1 – v.2.1 – 2019 Page 8 of 9

6.3 Place strategy:

Propose a distribution strategy for your new product/ service offering.

6.4 Promotion strategy:

Propose a promotion mix strategy to be used for your new product/ service offering.

5

5

7. Marketing action plan

(LO 3)

(a) Develop a marketing action plan for your new product/ service offering for the year 2020.

Your plan should cover the marketing mix tactics (4P’s) in detail in line with your proposed marketing strategies.

Provide an estimate budget that will be spent on your marketing mix activities for your marketing action plan.

You may use the marketing action plan template (Appendix-A) provided with this assignment or create your own.

5

8. Marketing controls

(LO 1)

Propose three (3) marketing metric tools which will be used to monitor progress/ performance/ review results of your marketing objectives. Evaluate and justify the suitability of each tool for measuring the marketing objective(s).

(5 marks x 3 tools = 15 marks)

15

Academic Writing

&

Referencing

The report is clearly presented in comprehensible English language, readable and kept to the word limit. Sentences are clear and varied in pattern with excellent use of linking words. No errors in spelling, grammar and punctuation.

References used to support ideas or theories are correctly listed at the end and correctly cited within the text of the report using the APA 6 referencing style.

N/A

Total Marks:

165

Marks awarded: _________/165 marks

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