Marketing: BUSS 5245: Strategic Marketing

1. Assessment Two : Marketing Plan

This assessment has two options

1: As a group of 4-6 write a marketing plan for a brand from the list of selected brands. OR

2 : You may propose to do a marketing exercise on a project that would be useful to you or your organisation. Please note for this option you will need approval from your course coordinator. 

This guide was created to help you find information for this assessment. See your course outline and LearnOnline page for more details.

2. Plan your search

Key questions you will need to know to help you search for information

Is your company or brand
1. Australian or international?
2. Private, public or non profit?
3. What industry?
4. Owned by a parent company?

    Tip: Visit your brand's website and spend time exploring. Look for things like 'about us', 'our story', 'our company'  to find out more about your brand

                       

3. Analysis and recommendations

 
SWOT analysis is a model that analyzes an organization’s strengths, weaknesses, opportunities and threats to create the foundation of a marketing strategy.
 
Have a look at these sites for help with conducting a SWOT analysis:

 

A PESTLE (or PEST) analysis examines factors affecting the Political, Economic, Social, and Technological, Legal and Environmental landscape around your industry or company.

Try these sites for more information on conducting PESTLE analysis:

 

The Porter's Five Forces model helps marketers to look at the ‘balance of power’ in a market between different types of organisations, and to analyse the attractiveness and potential profitability of an industry sector. It helps to review the strengths of a market position, based on five key forces.

For more help with Porter's Five Forces, have a look at these sites:

 

SMART is an acronym for the 5 steps of setting specific, measurable, achievable, relevant, and time-based goals.

For more help with SMART objectives, have a look at these sites:

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4. Company and industry information

Navigate to the Company and Industry Information guide

Have a look at our online guide to finding Company and industry information.

This guide will help you search the web and our databases to find company and industry information, financial information, annual reports and country information.

5. Market research

This tutorial will show you how to search these two databases:

WARC

WARC is an in-depth marketing and advertising resource with research, reports, case studies and insights into brands and consumers. 

An easy to use, fun to explore and highly recommended resource. 

 Tip: Try a general search first, for example for Bounty try searching for mars or chocolate. You can then filter your search with the option on the left side including region and date range

 

How to explore consumer insights for an industry


1. Select Topics                     

2. Select Consumer & Audiences

3. Select your consumer demographic

4) Type your industry in the 'Search within'

Passport GMID

Passport GMID is a global market research database providing company and industry information, sales trends, marketing developments and market strategies.

Below is an example of a search for a country report for luxury hotels in Australia. This type of report can give a good analysis on the industry as well as providing information on key competitors in the market. 

Business Source Complete helps you locate scholarly and industry information covering all business topics.

This is an example of an Advanced Search using Business Source Complete.

Advanced search for wine AND market* AND australia

You can limit your search by date range and source type (Market Research Reports, Industry Profiles, etc.) from the box on the left hand side of the results screen.

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6. Study Help

Now that you have your information it is time to get started writing your marketing plan. Please visit your course outline for details on a marketing template provided for you to use. 

Study Help is a useful tool packed with resources to help with your assignments and studies so please visit and explore.

7. Referencing

Referencing Roadmap (Harvard)

Need help referencing? Follow the roadmap!

What do you do with all those references you have found?

Use a bibliographic management software to store, organise and cite your references. The Library supports the bibliographic management tool EndNote. There are also many free systems available.

Watch Managing Your References or have a look at the Managing References guide to decide which tool is best for you and then get started. 

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