Marketing Project Guideline Essay

It is essential that all extremitys of the team up co-operate and that no member is a passenger. During the concluding Tutorial, members of each team leave behind be required to go away the reviewer with confidential peer group evaluations on opposite members of the team. These depart be taken into account in honor the mark for the despatch to each team member. Students should maintain close communications with opposite project team members throughout the semester. It is imperative that students collect team member jot details in the first lecture, as the lecturer may not able to provide this breeding to students.A major(ip) problem can occur with project team dynamics if students exact to drive from the subject at a time teams ar settled and tasks digest been distri aloneed. Students intending to withdraw from the subject moldiness(prenominal) right away inform their project team members and the handler/lecturer. The written encompass mustiness be equivalent in theatrical role to a insure a consultant would typically submit to a client. The report must be perfect in terms of spelling, punctuation, grammar, rascal numbering, referencing, footnoting and grant use of appendices.Imperfections go forth count against marks awarded for the project. The body of the report should contain the groups major findings and conclusions from their seek of the trade, the contentions and the comp eithers capabilities (Situation Analysis), followed by a particular bone up Analysis, valuation of Alternative Strategies and final recommended selling dodging expressed in detail. It is recognised that research about(predicate) the organize commercialise will largely consist of secondary selective information ga thered from published sources.The mechanism to overcome any information difficulties is to set up planning assumptions, and label in a trade Research brief the market research that will be required to provide the information. The detai led research material supporting the major findings in the Situation Analysis, and any merchandise Research briefs, should be involve in an Appendix to the report. typographys will be assessed on the theatrical role of the research and conclusions raddled, and the understanding of market system and planning tryd in the preparation of the plan.The grocery storeing exteriorise is essentially the study of a trade plan for a Chinese party. Project teams will be expected to find and work with a Chinese ac participation to develop this plan. Generally noble quality interaction and co-operation in the midst of the company and the project team should lead to a higher quality final report. However, students should be aw atomic number 18 that many of the contacts in their chosen companies will have very limited time. This means that the project team must demonstrate that their project will add value to the company and that the contacts expenditure of time with the team will b e worthwhile.Interviews with contacts in companies may have to be supplemented with clearly written faxes, letters or e-mails to request move on information and clarification. 4. PROJECT DEADLINES This member outlines the secernate project deadlines and deliverables. The overall selling Plan Format is outlined in part 6. Elements of the Marketing Plan to be subd for the patterned advance Report are described in more detail in Section 5. The last(a) Report details are covered in Section 7. key out deadlines for the project are i) One page Project marriage offer to be submitted in class in 2th week for approval by the passenger vehicle (ii) Progress Report to be submitted in class in fifth week. (iii) Final Project Report to be submitted in class in 8th week. (i) Project Proposal The Proposal must contain the hobby follow name Product or Service description nates market to which product or run will be marketed, and the prob force for the company as you see it at thi s early stage Company contacts Team members, with co-ordinator nominated. Teams should only go ahead with the project after approval.They should immediately notify their tutor if there are any alterations to their proposal once the project is underway. Should there be a change in the company involved, a new Project Proposal must be submitted to the tutor. childbed an assignment where the project is not approved will result in failure of this component of the subject. (ii) Progress Report Undertaking a complete Progress Report is a critical factor in producing a successful Final Report. The Progress Report should be of a high touchstone and must include the following Copy of Project Proposal Situation Analysis ram Analysis Evaluation of Alternative Marketing Strategies Summary of like strategy and preliminary pecuniary outcome Progress record of contacts and activities A project planning chart with timeline forecasts for activities to be undefiled as part of the project . NOTE The Situation Analysis, SWOT Analysis and Evaluation of Alternative Marketing Strategies variances of the Progress Report will be include in the Final Report after review and revisions. (iii) Final Report (dueTutorial 8)The Final Report must be of consultant quality, at the highest standard in terms of spellchecking, grammar, paging and referencing. As a guide the report should around 25 pages (exclusive of appendices), and should follow the format shown in Section 5. For assessment, students must submit one written copy of the Final Report in class in week 8. Reports must also be submitted electronically, and students should pecker that these may be subjected to a plagiarism check using plagiarism-detecting software system (see Section 6 of the arena Outline Statement On plagiarization for an explanation of plagiarism). Situation Analysis i. Business Environment This component part is come to with outer purlieu factors that are likely to impress on your company and its merchandising strategy for the product or service selected. You will shoot to identify and discuss the changes, trends, developments and key uncertainties in the headache environment that are likely to affect the company. Factors that you should examine in this section include frugal conditions in the aspire market selected, and likely future trends social and heathenish factors and any changes or trends emerging that could affect your product or service technological factors and likely innovations that could affect your product or service policy-making or legal factors affecting, or likely to affect, the company, the industry/product/service, marketing activities or customers infrastructure eg ports, rail and road network, telecommunications, media and information technology environment etc demographic trendsThe above list is not exhaustive. The textbook should be consulted for other areas you should consider. Most of the information required should be able to be obt ained by desk research (using secondary data sources). It is recognised that in some instances you will be unable to obtain the necessary information ( simply you should identify where further market research is required). Tables or graphs should be used eg to show key economic indicators, demographic statistics etc. All information sources must be disclosed and referenced in this section. See Section 11 of the Subject Outline for an explanation of plagiarism). This section should NOT be a compilation of every fact that you can find out about the business environment in the market. The objective is identify the key forces and trends likely to impact on your company and the marketing opportunity you have identified. Conclusions must be drawn to show the relevance of the information to the marketing plan. It is from this digest of the external business environment that the Opportunities and Threats should emerge when subsequently carrying out the SWOT Analysis. ii.Market Analysis In this section you need to demonstrate an understanding of the target country market, and consumer and customer needs in that market. As a guide, you should at least discuss Definition of the market in which you will be competing Market size and outlook for the product/service in the target market (ie current size of market units and values and likely future trends) Market characteristics, including distribution channels for the product or service category prices and set practices affecting the category stub market behaviour, including market segmentation (ie how the market is typically segmented) effectiveness target market segment(s) for the product/service consumer/customer characteristics (eg demographics, geographic, preferences) consumer/customer purchasing behaviour. Generally the best final reports will have detailed market analyses and forecasts (either through research or through estimation) and comprehensive examination sections on market characteristics, t rends and target market behaviour. Some market research (especially of customers and distributors) required to complete this section may be difficult to obtain.If this information is not readily available then your team may note that further research may be required, and attach a Market Research brief as an Appendix. iii. Competitor Analysis The purpose of this section is to develop an understanding of the competitive environment in which the organisation will operate in the foreign market.. The ideal competitor analysis section should take the accurate market size (in terms of units and values) and further chance upon it mess by competitor market shares, with a commentary on each of the key existing and potential competitors.You should attempt to make a profile of each of the major competitors, so as to assess their products, market share and coverage, as well as their strategy. In looking at competitors you should be trying to identify whether their current skills and assets p rovide them with some sustainable competitive advantage that you will need to try to neutralise, or opportunities on which you may be able to capitalise, in developing your marketing strategy.The competitor analysis should provide a major input to the Strengths and Weaknesses component of the SWOT Analysis (which assesses your companys assets and skills relative to your competitors). iv. Organisation Assets and Skills Analysis of the companys skills and assets are vital to the SWOT analysis, marketing plan and development of a SCA (sustainable competitive advantage). You should critically look at the companys skills and assets and consider how appropriate they are for the target market you plan to enter.The analysis should consider and discuss the following, where relevant technical/production capabilities, production force and resources (including research and development capabilities and facilities, especially where continuing technology development is critical to maintain SCA) , relationships with distributors (including channels typically used and margins) existing supplier or key customer relationships market shares, profit margins, cost structures for domestic and other existing export country markets company profile and financial ability company business philosophy and culture. The objective is to understand what the firm is effectual at, and what shortcomings or limitations cogency require skills or capabilities to be developed in order to enter the target market chosen. This section must include an Organisation Chart. 5. 2 SWOT Analysis You will need to tackle a Strengths and Weaknesses analysis of the company (in comparison to competitors or its ability to compete), and a separate analysis of Opportunities and Threats in the marketplace.This analysis should be a shutting of the analysis you have undertaken in the Situation, Market, Competitor and Organisation Assets and Skills Sections, and should be drawn from these sections. You sho uld not introduce significant new information or facts in a SWOT analysis that has not been evaluated earlier in the report. reinvigorated information introduced into the SWOT without explanation will be contradictory or confusing when viewed against your earlier analysis. After you have completed the SWOT analysis, there is a need to come to conclusions about where the firms mooring lies in the spectrum of .These conclusions must be written up in an Implications of SWOT Analysis summary at the end of the SWOT, and should focus on the validating aspects ie the opportunity for the company, or remedial action required to prepare the opportunity, that arises out of the analysis. 5. 3 Evaluation of Alternative Marketing Strategies This is the section in the Progress Report and Final Report that will clearly demonstrate your teams kat onceledge of marketing concepts and ability to apply them in a marketing context.You must complete a brief but effective evaluation of alternative mark eting strategies open to the company in the following areas Target market selection, positioning and marketing mix options The Marketing textbook provides a useful guide to this evaluation process. i. Alternative Target Market, Positioning and Marketing Mix Strategies it is necessary to identify several potential market segments (target markets) in the market and consider how they might be serviced with appropriate marketing mix strategies.This does not require a lot of detail, but you must show your teams understanding of the concepts involved and your ability to think through and express marketing strategy options. You should reduce the options down to a number that would be realistically implementable by your firm. As a guide you should consider at least or two or three alternative target markets (including your preferred option). In examining these alternative strategies, you must 1. Identify potential target market segments in the market. 2.Outline assertable positioning str ategies for each of these target markets, and link them to brief alternative marketing mix strategies, covering product, price, distribution and promotion 3. Indicate your preferred strategy, and why. This section should NOT be merely a write-up of the companys preferred marketing strategy without reference to alternative marketing strategies. ii. Preferred system In about one half to one page (maximum) you should now pull together and write up a summary of your recommended marketing strategy (ie target market, positioning and marketing mix) for the market..A preliminary financial outcome for the preferred strategy MUST also be included here, showing sales, profit margin and market share that you believe might be achievable in the launch year of your strategy, subject to a much more rigorous and detailed analysis that you will provide later in the Final Report under Section 8, economical Evaluation. This summary will be the springboard for writing the detailed Strategy section of your Final Report.