MKT100 Principles of Marketing - Assignment 3

MARKETING MKT100, 03/2021.                                              ASS.3   GROUP MARKETING PLAN         (Report – 30% & Presentation 10%)   . Total 40%.    Assignments #3 & #4

KMART

You are now employed as a team of 3 - 4 (max.) marketing consultants to help develop a Marketing Plan for KMART Australia. Your team will need to firstly understand the brand by performing an Environmental analysis (Macro/Micro/Internal environment, SWOT Analysis) and set up objectives & Goals for the next 12 months, then designing the Marketing Mix (4P’s).  Your team needs to choose one of KMART currently around 300 products or one product line to relaunch it with your marketing plan. It is very important that you are able to predict potential problems you might have with re-launching the product. As a team, you are required to pitch your marketing plan to senior Marketing Managers who will choose one plan for the allocated budget. KMART Australia is looking for a creative, practical and fun marketing plan!

• Objective of the Marketing Plan:   Launching a new marketing plan for a product.

KMART Australia marketing department looks for a feasible marketing plan of one of their current product. $200,000 is allocated to fund the chosen plan. KMART senior managers will review your plan and listen to your presentations to choose the best plan.
Visit website of KMART Australia (http://www.kmart.com.au) to locate your potential choose of product.  Your team allowed to choose one product or one product line from Business or Consumer Products.
As a marketing team, you choose a best potential product from existing products by researching a market/industry for KMART, should develop a marketing plan for the product.  You need to pitch your plan to KMART senior marketing managers to secure a budget. We will compete with other marketing teams for the budget.  Only one plan will be selected for the budget and the team will involve in implementing the plan.

• The objective of Group Assessment 4

The aim of this group project is to encourage you to confront the reality that marketing practice is in a large part a group activity.  It encourages you to recognise that your effectiveness as a marketing professional is largely dependent on your ability to function and contribute as part of a team.  Over the development of plan, you need to apply the theories which taught in the term.

•            Requirements of Report.

Your team can decide on the marketing mix strategy by looking at the various marketing theories taught this term. The challenge is to think outside the box and create a plan that is feasible for the brand!

Your report MUST prove why your product is the best potential for KMART in a situation analysis.  

Word count: 2000 (+/- 10%) words. ((Not including Cover Page, Table of contents, Reference, Appendix))

Mandatory

• Application of theory: You will need to apply marketing theories for this assignment. You can refer to your textbook, lecture slides to help you to write the Marketing Plan. For specific guides on writing the marketing plan please refer to Appendix, Marketing Plan of your textbook.
• Presentation: You are required to present your Marketing Plan in your tutorial class to your tutor and peers. ((PowerPoint slides 12 -15 max.))
• Template: A report template has been provided on Moodle for this assignment.  Please refer to files in a directory “Assessment 3” or the subject outline. You will need to follow the template and discuss your marketing plan accordingly. However, if you need to add additional information, you can put it in Appendix.
• Referencing: You are expected to refer to external resources for theories, ideas or current trends.  You will need to apply theories to your statements/claims. These will need to be justified and supported by theory. Therefore, you will NEED to have at least 5 academic references for this assignment. Textbooks are not considered an academic reference, and it is expected that you would refer to it. You will need to reference it if you use your textbook. You should use resources from databases such as EBSCO, ProQuest, Emerald Insight, and so on.
• Formatting: 12pt, 1.0 spacing.
• Images: You can include images to help you illustrate your ideas with a proper reference. If there is insufficient space in the report, you can include in your Appendix.

Optional

Appendix: It includes tables, graphs, images, budget related quotes etc.

Submission

A softcopy MUST be submitted via Moodle by a leader or only one member of group with a list of group member details on the cover page.