Assessment overview PART B
This assessment task builds on the Marketing Environmental Analysis you performed in part A. This assessment task requires you to produce a Marketing Strategy Report to:
? Demonstrate your learning about marketing concepts covered in this unit and allow you to
demonstrate your level of understanding of those principles
? Analyse the link between marketing practice and marketing theory
? Apply appropriate business report writing skills
? Use the appropriate citation of references and a reference list in your written work
? Practice aligning strategies to your market analysis
Before you start! – Please note that a number of resources on the web provide good examples of what are called Marketing Strategy Reports or Marketing Plans. Have a look at some of them to get a “feel” for a good Marketing plan in terms of contents and lay-out.
? Find your feet
? Innovation & Business Skills Australia
Assessment details for PART B:
1. Create a marketing strategy – The aspects of marketing strategy that you should include are:
? Your recommended target market. Don’t forget to describe how you segmented the
market and how you selected the target market
? How the new business should be positioned – give an overview of positioning theory
briefly and then explain one or more positioning approaches that you think the shop
2. Outline the following three elements of the marketing mix:
? Ideas for the products and services that could be offered and how they can be offered.
? Explain the different levels of product and how you think Janet should apply them.
? Pricing – Describe the pricing strategy that you recommend and justify your choice.
? Distribution – Briefly outline the distribution strategies you would recommend. For
example, where would you locate outlets? Would you own retail outlets or offer franchise options?
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