Question #1 There are no small or insignificant positions on the .docx

Question #1: There are no small or insignificant positions on
the disaster recovery team. Look over the descriptions of the
positions in the Team Members section of the chapter and select
a position for which you think you are the most
qualified. Consider all the functions of this position and
identify those functions you would be best suited for -- include
briefly the qualifications you have that make suited for those
functions. Which of the functions are you least suited for, and
why?
Question #2: Complete Project 2.2 - Home Office DR Team - on
pages 59-60 of your text.
Marketing Plan
Hyundai Motors
Marketing Management, BUMKT5902
Submitted by: Mausam Ghimire-30323108
Submitted to: Chriendra Keerthipala
30th December 2016

Executive Summary
This report has been written as a part of our marketing
assignment in which we have to do the situational analysis of
the chosen company. For the purpose of this assignment, I have
chosen Hyundai Motors because it is one of the leading
automobile industries in the world.
The report includes a detailed situational analysis of Hyundai
Motors and also includes industry, marketing, competitor,
customer, operating, financial and also the product analysis.
In the compilation of this report, I have collected the data from
various other sources that includes articles, journals, data from
various websites, details of which are given in the referencing
section.
After reading the report, the reader would have an idea and a
general understanding of the environment where Hyundai
motors operates. Moreover, their financial performance over the
years, their SWOT and TOWS analysis would also be discussed
which enables the reader to understand that what should be
followed by Hyundai motors in order to maintain their position
in the highly competitive market.

Table of Contents
Introduction…………………………………………………………
…………………………………………………………..4
Situational
Analysis………………………………………………………………
………………………………………….4-11
External
Analysis………………………………………………………………
…………………………………………...4-9
Industry
Analysis………………………………………………………………
…………………………………….….10-11
SWOT/TOWS…………………………………………………………
……………………………………………………11-12
3.0.
References……………………………………………………………
………………………………………………………13
1. Introduction
Firstly, marketing is all about knowing and identifying the

customer needs and wants & then developing the product
according to the needs of the customers. A company requires a
marketing plan to follow its strategies and in order to capture
the company’s current target market, although situational
analysis also helps the company to identity their position in the
current market. Not only this but also, situational analysis helps
to identify the organizational internal and external environment,
its capabilities, business environment and its customers
altogether.
Coming towards the introduction of Hyundai Motors, the
company was formed in 1967 in Seoul, Korea with a purpose
and a vision to become the fastest growing automobile company
in the world. The Headquarters of Hyundai Motors is located in
Seoul. Currently Hyundai motors have more than 68,000
employees all around the world and it ranks at the 5th position
in the automobile companies in the world.
Hyundai Motors came to Australia in the year 1986 and later in
2003; it got stabilized as a sedately owned subsidiary of Korean
parent company named as Hyundai Motor Company Australia.
(HMCA). Even after three decades, Hyundai has been serving to
the Australian market and known as the fasted growing
automotive company in Australia. (Hyundai Motor Company
Australia 2016)
2. Situational analysis
2.1. External Analysis
Hyundai motors are working and operating in a very stable
economic growth in the business and also availing the
environmental opportunities. The company’s situational
analysis is as follows:
2.1.1. Industry Analysis
Hyundai motors are globally renowned and have its brand name
and reputation in more then 180 countries in the world. Today
Hyundai motors have its own seven plants that are operating

overseas in different countries. Currently the company has an
internal capacity to produce more than 3.91 Million units
annually.
Porters Five Forces Model for Hyundai Motors
Porters five forces model is very famous and it comprises of 5
different powers and it takes into consideration that these five
forces are significant to identify the company’s competitive
power in its business environment. The Porter’s model is also
very useful and important tool that can be used for the
situational analysis of the company. At this point, Porter’s five
forces model would enable to determine the current competitive
power and position of Hyundai Motors.
1. Barriers to Entry
The automotive industry is very concentrated and it is a
difficult task to enter in such a competitive and saturated
market. Beginners would need a huge amount of capital and also
other possible resources to establish their company or brand.
Furthermore, new entrants would require a stable and powerful
distribution and logistics network. Hyundai motors are a very
well-known and an established brand and it come easily become
a barrier for any of the new entrant.
2. Bargaining power of Buyer
The bargaining power of buyer in an automotive industry is high
because there are a number of options available to the people to
choose other automotive companies which provides and offers
the same kind of cars in more or less prices as Hyundai does. If
the buyer is not satisfied with the price or comfort of the car, he
can easily switch to any other company.
3. Bargaining Power of Supplier
The bargaining power of Supplier in an automotive company is
low because the companies can easily switch to other suppliers
if one fails to satisfy them. Similarly Hyundai motors can easily
switch to other suppliers if their supplier does not provide them
enough satisfaction.
4. Threat of substitute

As far as Hyundai motors is concerned, the threat of substitute
is not as much high as other companies because the demand and
the level of satisfaction shows that the threat of substitute is not
as high as compare to other companies but on the other hand,
public transport is always a threat to private cars.
5. Rivalry Amongst Competitors
The competition in the automotive industry is quite high
because the customers’ needs and demands always keep
changing and hence the competition always becomes more
intense. This can form a threat to Hyundai Motors because they
always have to form, create, innovate new car designs in order
to attract and capture more customers.
2.1.2. Market Analysis
2.1.2.1. Market Structure
The market for Hyundai motors is expanding and growing with
a phenomenal rate not only in Australia but also globally. The
market analysis of Hyundai motors in terms of their growth is as
follows: (Hyundai Website, 2016)
The sale of Hyundai vehicles has been increasing over a period
of time and each year it has been growing. Specifically in
Australia, as mentioned above, the sales for the passenger cars

has been increased to 68.9% in the year 2015 (in no of units)
whereas, the commercial vehicle such as buses, trucks and other
heavy vehicles sales has also been increased to 10.2% in the
year 2015. Coming towards the overseas market, the exports has
been increased by 10.5% and through the overseas plant of
Hyundai motors, a growth of 19.6% has been recorded in the
year 2015.
2.1.3. Competitor Analysis
Hyundai motors faces very strong and robust competition with
other reputed and leading companies globally such as Toyota,
General Motors, Ford, Nissan, Volkswagen, BMW etc.
A graphical representation of the competitors of Hyundai
Motors is as follows: (Global Market share of largest
automobile companies, 2016)
As the pie diagram shows that automotive industry has been
leading by Toyota motors having a global market share of
11.6% which is followed by Volkswagen which have a market
share of 11% followed by General motors with 8.2% of market
share globally. The fifth position has been secured by Hyundai
motors with a share of 5.3% globally. Hyundai motors has a
long term growth strategies that are coming in the near future
which would help the company to grasp more market share in
the international automotive market.
2.1.4. Customer analysis
Hyundai motors usually offers their cars and their target market
starts from middle class to upper middle class. Hyundai offers
its cars to those who need a car with comfort, style, safety etc.

with a reasonable and affordable price. The company is no
thinking to target the upper class customers by offering more
luxurious and more expensive cars.
Customer Analysis –Automotive Market
Who
-are the buyers?
-is involved in purchasing
A person who wants and can afford a car.
Directly the customer, dealers, banks and other companies.
What
-do they buy?
-trends are emerging?
Comfort. Quality, luxurious, timesaving and ease.
The automotive industry is growing day by day and customers’
needs are also changing they want a vehicle with comfort under
a reputed brand name.
Where
Do they buy?
Hyundai has a large number of showrooms and dealers all over
the world. The customers can buy the cars from any company
owned showrooms or dealers.
When
Do they buy?
It depends on the customer’s affordability.
Why
Do they buy?
Car comfort, economical, offered services and brand name.
How
Do they buy?
Do customers rate competitors on key attributes

Through Dealers or directly from company showrooms.
Most importantly, the price of cars matters to the customers.
2.1.5. Macro Environmental Factors
2.1.5.1. Political
Every year, Hyundai motors export thousands of no of units of
their vehicles around the world. The Government policies and
taxation rules in different countries on import and export of
vehicles might affect Hyundai.
2.1.5.2. Socio-cultural
Hyundai motors are based in Korea and hence they follow the
Korean methodology of doing the business. Hyundai motors
follow the Korean family business system in order to survive in
the competitive market.
2.1.5.3. Economic
The car industry is one of the significant contributors in the
world’s economy. The fluctuation in fuel prices globally is a
considerable factor that can influence the sales of cars. Hyundai
motors planned to manufacture the electric cars & they started
the production of their hybrid card in the year 1995. The
company then afterwards, produced the mass quantity of hybrid
cars and produced almost 3,000,000 cars in the year 2015
(Hyundai Motors, 2013).
2.1.5.4. Technological
As far as the technology is concerned, Hyundai motors are
always searching something new and innovative to meet the
customer needs. As the technology is changing day by day so
does the R&D network of Hyundai motors is also growing
faster.
2.1.5.5. Environmental
Hyundai motors are now environmental friendly and they
produce eco-friendly cars keeping in mind the concept of
sustainability. Moreover, Hyundai motors have even proved to
be environmental friendly by producing fuel efficient, Hybrid

and electric vehicles. (Hyundai Environmental Policy)
2.2. Internal Analysis
2.2.1. Operational Analysis
For any company, Operations is the most integral part for any
manufacturing company, particularly for the company who is
the car business where it is a mandatory requirement to perform
every operation in a timely manner and Hyundai motors is really
good at it because the company has seven differently located
manufacturing plants and also has R&D centres all over the
world. Hyundai motors are known as very credible because of
their accurate, effective and efficient operations. Right from
assembling the parts till the final product and delivering it to
the consumer is definitely a state of art for Hyundai motors.
2.2.2. Financial analysis
The financial analysis and the financial summary of Hyundai
motors is as follows:
Financial Ratios of Hyundai Motors
Ratios
2014
2015
ROI
13.41
10.72
Current Ratio

1.85
1.64
Debt to Equity Ratio
0.65
0.72
Profit Margin
8.23
6.98
Source :(Hyundai Financials from Morningstar.com)
The key ratios of Hyundai motors shows a strong and stable
position of the company in the competitive market of
automotive as far as the financial aspect is concerned. But as
compare to the year 2014, in 2015 the company’s performance
has little weaken up as its ROI is dropped to 10.72 from 13.41,
whereas, its current ratio has also been decreased with a slight
difference. Moreover, the company has taken more debt in 2015
and its profit margin has also been decreased to 6.98 from 8.23.
Although such financials still show a strong and a positive
position of the company but the company needs to increase its
overall profitability and try to pay off its debt in the near
future.
2.2.3. Product Analysis
2.2.3.1. Current Product
Hyundai motors produces a large of vehicles and it offers
variety of cars to people of all ages. They offer SUV’s to
passenger and family cars to even the large commercial
vehicles. The fundamental reason is to provide the customers
comfortable yet fuel efficient cars. The price of the vehicles
ranges from AUD 14,990 to AUD 50,000 for their commercial
and other luxurious vehicles.
2.2.3.2. Target Market
The target market for Hyundai motors starts from the middle
class to the upper middle class because it has variety of vehicles
available that meets the demand of every customer. All of
Hyundai’s passenger cars have different price range according

to the type and features which can be afforded by the middle
class to the elite class. But altogether, Hyundai motor vehicles
are for those who want comfort, luxurious, speed, fuel
efficiency and quality under one roof.
2.3. SWOT/TOWS
2.3.1. SWOT analysis
SWOT Analysis of Hyundai Motors
Likelihood
Impact
Score
Strengths
S1. Well known brand name and strong market position.
8
S2. State of the art research centres and Strong R&D
8
S3.Extensive distribution network globally
7
S4.Highly innovative
7
Weaknesses
W1. No existence in Japanese market.

7
W2. Similarities in car designs
8
Opportunities
O1. Hyundai will produce more fuel efficient cars with increase
in fuel prices
6
7
42
O2. Customer needs and demands keeps changing which will
provide the company to more research and innovate new cars.
6
6
36
O3 Increase demand for ecological vehicles globally
7
6
42
Threats
T1 Intense competition in automotive industry
8
7
56
T2 Increase in Raw material prices
7
6

42
T3 Exchange rate Fluctuation
7
7
49
2.3.2. TOWS Analysis
TOWS Analysis of Hyundai Motors
Strengths
Weakness
Opportunities
SO
S2, O2: The strong R&D network would help the company to
meet the changing needs of customers
S1, O3: Hyundai motors has the ability to fulfil the demand for
ecological vehicles.
WO
S1, W1: The company should start thinking to enter in Japanese
market with its strong and powerful position in the global
market
S2, S4, and W2: Innovate more designs in because it has strong
R&D & research centres.

Threats
ST
S1,T1 : Emphasize to maintain the strong brand name because
of intense competition in automotive industry
WT
W2,T1 : Use R&D to produce different design cars to sustain in
highly competitive market.
3. References
About Hyundai Motor Company Retrieved from
http://www.hmmausa.com/our-company/about-hmma/hmc-fact-
sheet/
Global market share of the world's largest automobile
companies. (n.d.). Retrieved from Statista:
http://www.statista.com/statistics/316786/global-market-share-
of-the-leading-automakers/
Global Networks. Retrieved from Worldwide Hyundai:
http://worldwide.hyundai.com/WW/Corporate/Network/GlobalN
etworks/index.html
HMMA Enviornmental policy. Retrieved from
http://www.hmmausa.com/our-company/hmma-environmental-
policy/
Hyundai. Retrieved from http://www.hyundai.com.au/hyundai-
info
Hyundai Motor Co Financials. Retrieved from Morningstar:
http://financials.morningstar.com/ratios/r.html?t=HYUO&regio
n=gbr&culture=en-US

Market growth of Hyundai Motors in Australia
Passenger cars 2014 2015 26031 43976 SUV's 2014
2015 9752 9540 Commercial Vehicles 2014 2015 14377
15841
sales volume in units
Units
Market growth of Hyundai Motors (Overseas)
Exports 2014 2015 109185 120658 Overseas sales 2014
2015 239119 285903 2014 2015
sales volume in units
Units
Automotive Car market Share
Market Share
Toyota VolksWagen General Motors Ford Honda
Nissan Motors 0.11600000000000001 0.111
8.2000000000000003E-2 7.5999999999999998E-2
5.8999999999999997E-2 5.2999999999999999E-2
Page | 13
Guide to Asses.Task2 Marketing Management
Semester 2, 2016 Dr. Rowan Kennedy
1
Guide to Assessment Task 2: Marketing Strategy
This task is a continuation of Assessment Task 1 and represents

the outcome of your
Situation Analysis. The two linked tasks examine your
organisation’s current situation and
subsequently lead to the creation of a marketing plan.
Your Task
Your task is now to prepare a Marketing Plan for the
completed Situation Analysis. As I mentioned in the last
Guide, the SA is typically the first substantive section of a
marketing plan in which the marketing manager usually
details their assessment of the current situation.
You’ll now consider your offer in relation to the current
situation. Continue thinking about
how a small change could be made to your product/service that
optimises or leverages
current environmental circumstances – or that could protect it
from the current situation.
This may be a small product line extension designed to attract
an emerging target segment,
or that will take advantage of a change in culture or some other
part of the
macroenvironment.
Through your SWOT/TOWS analysis you have
identified the core problem or opportunity
currently facing your company and, consequently,
the development of appropriate marketing
objectives. Those objectives drive (and must be
reflected in) the creation of this marketing plan.
As always, the first part of your plan will be an Introduction.

Introduction (your point 1, page 1)
As this is a continuation of your SA (of which I still have a
copy), I don’t need you to
introduce the company again.
This Introduction will be a small paragraph basically
introducing what the plan will
contain in general terms.
Remember to assume the persona of your organisation’s
marketing manager who is
required to prepare a marketing plan for your new product/line
extension.
Covering these points should take up about 100-150 words.
Manage your writing
carefully. Don’t waffle or provide unnecessary information.
Marketing
Strategy
% of overall
assessment
*40%
Word count
(approx.)

3,000
Learning
outcomes
addressed
K1, 2, 3, 4, 5
S1, 2, 3,
A1, 2
Due date
Monday Wk 10
16 May
Approx.
100 words
Every business needs a current
marketing plan that represents an
organised, strategic way of approaching
the market for the plan period: typically
12 months

2
Before I leave the topic of introductions: I frequently see
students writing their
introduction on a separate page. I can’t understand the reason
for this.
Executive Summary, yes, Introduction – NO. It should not be
on a separate page,
but should be the first paragraph on page 1. In a large report
where your
introduction may cover two or three pages and each major
heading that follows is
placed on a separate page I can understand this practice, but not
when you are
writing a small 100 word introduction to a minor report such as
this.
When you have a product line extension in mind, start thinking
about your target, but first
you’ll need to segment your market.
Segmenting, Targeting & Positioning (your point 2)
As you’ve read elsewhere, you can’t design a product without
knowing who the customer is
(remember Week 4?), so this is where you start to break up the
market into meaningful
groups of consumers who share the characteristics your product
will be designed for.
There are many sources you can easily access through the
library to research segmentation
and targeting: some you’ll probably already be familiar with

and some you may not. If
you’re unsure how to go about accessing the thousands of
journal articles in the library,
check the Guide to Assessment Task 1 for how to approach this.
Segmenting the Market (your point 2.1)
And as you also know from your previous study, in defining a
market, you must recognise
that you can’t be all things to all people. If you are an Apple,
Coca-Cola, or a Nike you may
have a large enough budget to target several segments
simultaneously, but small and
medium sized organisations typically identify one or two
markets at a time. Of course other
segments that aren’t being specifically targeted will also
hear or buy from you, but they won’t necessarily be your
target. Identifying a gap in the market, and targeting that
void with your product/services is how organisations
address their markets.
Your task in this section:
Using a concentrated marketing coverage strategy, segment the
market three ways
and, using the four bases of segmentation,
Briefly describe the three potential segments for your product
o (limit your description to approximately 25 words each).
This is a very simple section and most of the suggested word
count will be taken up in

your explanation of segmentation and how it works. As with
other theoretical sections,
you’ll access the literature to acquaint yourself with what
current thinking about
segmentation is and what researchers are saying/finding. Don’t
spend too much of your
word space here.
THEN (and here’s the easy part), just come up with the three
potential segments. Think
about your (tweaked) product and identify three distinct groups
it may be attractive to. I’m
not looking for anything tricky here, just three bullet points will
do.
Approx.
200 words
3
To summarise:
discuss the theory
describe briefly in geographic, demographic, psychographic
and
behavioural detail *exactly who is in three potential segments*
You DO NOT need to access any marketing company data.
Describe the segments your
own imagination suggests would be most responsive to the

marketing mix for your
product. What do you think they would look like for the
product?
The next step in the STP model is Market Targeting and that
(IRL) starts with evaluating
segment attractiveness:
Segment size and growth
• Sales, growth rates, profits
Segment structural attractiveness
• Competitors, substitutes, power of buyers, power of suppliers
Company objectives and resources
• Objectives, resources, strengths, skills, superior value
Let’s assume you’ve conducted this step and your marketing
research has led you to identify
one clear potential target guaranteed to respond to your
marketing activities. Your next step
is to draw a detailed description of your target for the product.
Remember to make this very,
very detailed. Once you know them like a member of your own
family you are starting to be
familiar enough with the target to design the product/messages
they will respond to.
Target Market (your point 2.2)
This section begins with your next opportunity for some
research/theory. This time you’ll put
‘market targeting’ into the search engine for your literature

search. You’ll find a plethora of
information to begin the section with a theoretical discussion.
Just a paragraph is all this
should take before you go on to describe your target.
Select one of the three segments as your target. You’ll
need to justify it as the most attractive to your
organisation/brand. You don’t have to justify it in any
depth for this exercise (although you would IRL as a result
of the factors above). Just explain why this one and not the
other two.
Again, you DO NOT need to access any marketing
company data. Describe the segments you consider would be
most responsive to the
marketing mix for your product using the segmentation
variables (at least three of them).
What would consumers for this product look like in terms of the
four variables? Draw a very
focused image of who they are, where they are and how they
live their lives. When you have
an almost photographic image of your target, when you know
them as well as you do a family
member, then you have adequately described them and are ready
to target them.
Hint: see Appendix 1.
Approx.
350 words

4
To summarise:
discuss the theory (explain market targeting)
Choose which segment you consider to be the most attractive to
your company
(explain why) and describe the target in fine detail using the
same four bases of
segmentation.
Positioning the offer (your value proposition ) your point 2.2
Again, begin with some research into positioning to show you
understand the
concept and how it works. Remember to use the APA Guide to
referencing to cite your
sources of information.
Refresh your memory by going over your lecture
notes from Week 5 and/or Chapter 6 again, and then
work through the four steps.
Step 1: decide what competitive advantage your
product has from other products in the same product
category.
Step 2: Decide what your positioning strategy is to be; or,
alternatively, decide which
differences you think would be more appropriate to promote on
(important, distinctive,
superior, communicable, preemptive, affordable or profitable).

Step 3: Select your overall value proposition: more for more,
more for the same, the
same for less, less for much less, more for less.
Step 4: Develop your positioning statement (see p. 195 of your
text).
At this point you’re ready to go with the marketing mix so, with
all of this information in
mind, start thinking about your product. Does it need another
tweak now that you have
a firm direction and consumer in mind?
Marketing Mix (your point 3.0)
You’ve completed the preliminaries to a marketing strategy (the
Situation Analysis,
Segmentation & Targeting and Positioning), so now you are
going to design a very basic
marketing mix that allows you to think about some of the major
aspects of marketing, such
as product, price, place and promotion (or McCarthy’s 4Ps).
The marketing mix is an integral part of a Marketing Plan.
Marketing Planning is one of the most important business
activities undertaken by any company. All businesses must
make
decisions about what type of product or service they will offer
to
passengers/consumers/patients/clients/students. The price those
people will be willing to
pay (while still allowing for a profit to be made), where and
how the product or service will be
made available to consumers and how to communicate
information about the product or

service is what designing a plan is all about.
Approx.
200 words
Approx.
1800 words
5
Having now identified your target market and the position you
plan to occupy in their minds with
your product, you’ll now devise a marketing mix. You have
tweaked your company’s offer to meet
the needs of your target, so use the 4P framework for this next
section. Dedicate approximately
1800 words here. More if you can possibly fit them.
As general criteria, each marketing mix element should:
ount the characteristics of the target
market;
price should be used
when the product strategy emphasises high quality);
-environmental trends to justify
the strategy (e.g. the

social trend towards environmental concern would support a
product strategy for
cosmetics whereby the product does not contain excessive levels
of chemicals, is not
tested on animals, uses re-cycled packaging, and promotes these
important
attributes on the label).
Your first marketing mix element is, of course, Product.
Product strategy (your point 3.1)
You’ll begin this section by covering the theory of product
levels, possibly using the
textbook and expanding from there into the extant literature.
You’ll probably
reference the textbook at first mention of the
theory, but after that, I’d like to see you doing
some secondary research elsewhere.
Firstly – ideally this is a product. Tangible. Pick it
up. Touch it, smell it. Taste it. It could be a
service, but that’s a little trickier to (and lengthier)
to design a mix for). If you can see it in the retail
store or in your home, you’re on the right track.
The beginning of this section is merely a description of your
product. It doesn’t require any
research. Just describe what your product is (could even
include how it’s used if it’s a new, unique
product). You may like to describe the product using the three
product levels.

Use your discussion of the product levels to lead you into a
description of each of the three
levels of your products. So your theory paragraph will be
followed by, for example:
Approx.
450 words
The product analysis in
the Situation Analysis described the current
product: now you are describing the new product for this plan.
6
It doesn’t require any research. Just a description of your
product (could even include how it’s
used if it’s a new, unique product).
Use your discussion of the product levels to lead you into a
description of each of the three
levels of your product. So your theory paragraph will be
followed by, for example:
3.1.1 Core product
Here you would describe the core benefit of your product. Write
about the core benefit that’s

being satisfied when your consumers buy your offering.
– the problem-solving services or core benefits that consumers
are really
buying when they obtain a product
– there may be multiple core benefits
– think of the core benefit as the primary element of the
consumer’s motivation
to consume the offer
– competitors are defined by the benefit they offer, not by the
product they offer
Once you’ve described the core benefit being addressed (and in
reality that’s only about a
sentence or so for each), the go on to describe your
actual/tangible product.
3.1.2 Actual product
Describe your product in terms of the five characteristics:
• Quality, styling, features, brand name, packaging
Describe the following three product decisions’
If you prefer, you can present this in a table something like this:
Product
attributes
(Product Name)

Style &
Design
Branding
Packaging
Labelling
You may also want to cover the type of product it is in this
section.
3.1.3 Augmented Product
Describe the product’s augmented benefits. Remember, this can
deliver your
organisation’s competitive advantage. It’s the:
Note:

7
– additional consumer services and benefits built around the
core and
actual products
– in some cases, is the basis of differentiation
Try to be creative with this section. Don’t rely on the old and
tired after sales
service (unless you can do something creative with it) and
warrantees and
guarantees. Put some thought into this and really look for
things that would make
your target purchase your product over whatever else is in the
perceptual map.
Now that you’ve got a good handle on your offering and why
consumers will want to buy it, you’ll start thinking about your
target
market in more detail (again) and this may lead you to go back
and
tweak your target description a little. I always think target and
product relationship is a little ‘chicken and egg’ – one informs
the
other, so as one changes, so does the other.

To summarise:
identify the product’s core benefit, its actual attributes (e.g.
quality, packaging,
labelling, branding, features, design, style) and the augmented
product (something
different that your competitors haven’t thought of)
describe the product type, i.e. whether the product is a
convenience, shopping or
specialty item and its impact upon the mix.
Price strategy (your point 3.2)
Again, do some reading about price and perhaps its impact on
the mix. Take the opportunity
to do some research to lead into this paragraph.
Some of the things you may wish to consider under this element
of the mix are:
your pricing decisions?
s it a new product? If so, what new product pricing strategy
will you use?
which one? When?
circumstances?
be competing on price or non-price

Factors
I’ll give you a small example just to give you the idea of how
this could be approached using
a breakfast cereal –
Approx.
450 words
8
3.0 PRICE STRATEGY
There are four general pricing approaches – cost-based pricing,
value-based pricing,
competition-based pricing and relationship pricing (Kotler et al.
2012). Of these, value-based
pricing is often recommended due its consistency with the
marketing concept (Assael et al.,
2009). The value-based pricing method implies that ‘Better
Breakfasts’ should charge a
higher price for its cereals. However, because this method is
inconsistent with the

characteristics of ‘Better Breakfasts’ target market (e.g. low-
income ‘basic needs’), and its
marketing objective of rapid market growth, it is not
appropriate. Instead, ‘Better Breakfasts’
will adopt a market penetration strategy. This strategy refers to
the process of setting a low
initial price in order to quickly penetrate a market (Stanton,
2013). By charging a lower price it
will encourage consumers to trial the cereal (Kotler et al.,
2012), which is important because it
is in the introductory stage of its life cycle. Lower prices also
offer ‘Better Breakfasts’ the
potential benefit of brand loyalty (McColl-Kennedy et al.,
2010). This strategy is also
consistent with the key trend identified from the economic
environment – the emergence of a
value-oriented consumer who uses price as a key purchase
criterion (Ballack, 2009).
BTW – this section I’ve shown you accounts for almost 200
words, so don’t forget I don’t expect
you to cover all the questions I’ve posed above, but to select
those which are more applicable to
your product/target/positioning statement.
Place (Distribution strategy, your point 3.2)
Conduct some research into distribution to introduce the

concept.
Some of the aspects of distribution you may wish to consider
for your
product are:
pes of retailers will you use to distribute your
product?
Other (e.g. if a store is being used, describe the décor,
atmospherics, staff etc.).
Promotion (Marketing Communication strategy, your point
3.3)
Think back to the target you described in such
great detail earlier. Think of how you want them to
perceive your product, and design a strategy for
communicating with them about it (now is when
you realise how important it is to have such a clear
picture of who they are and how they live their
lives. Without this you cannot possibly expect to
reach them with your messages).
Approx.
450 words
You’ll

probably
need
around 500
words here
9
I’m going to make this easy and only ask for some of the major
decisions to be made.
Check out the model on p. 345 of your text. The five basic
communication tools used to
communicate with consumers are shown in Fig. 11.1. Choose
the three most appropriate for
your target. As your product is a consumer good, then
advertising will be one of the three.
Describe how you will use each of the three to reach your
target.
I’m not asking for anything complicated here, but try and be
creative and as detailed as you
can within the word limit and the level of your knowledge.
You’ll have to move up in the textbook for this section to
Weeks 10 & 11 and do some
independent study because we won’t have reached this point in
the semester by the time
you need to be thinking about it and planning this part of your
mix. If you have any problems

with this section, feel free to ask me and I’ll help you with
anything you may be unclear
about. Feel free to use the Discussion Forum for any questions.
I’m not asking for any media decisions. That would be a bit
complicated for this plan. I
really just want to see you using the MC tools appropriately.
Extended marketing mix
I’d really rather you confine your plan to a simple little
consumer product marketing mix. If
you’d worked on a service, you’d have to shorten the above four
sections to
accommodate the additional three:
4.5 People
4.6 Process
4.7 Physical Evidence
You’d need to revisit Chapter 7 in this case for this
section.
Strategic Fit (yo ur point 4.0)
This is not unlike an Impact Statement. In this final section
you’re looking for the strategic fit
between your proposed marketing plan and your organisation’s
plans for responsible management in terms of:
1. Sustainability
2. Ethics
3. CSR

In other words, how does this plan fit with the organisation’s
policies on the above?
For example, say you’re are creating a marketing plan for the
world’s largest beverage
company (The Coca-Cola Company) – a quick glance at the
2014/2015 Sustainability Report
discloses that there is a strong focus on environmentally
friendly products, sustainable
Approx.
200 words
10
packaging, improving water efficiency, human and workplace
rights, renewable energy
investments, sustainable agriculture, stakeholder engagement
and many other
commitments to sustainable marketing. The Coca-Cola
marketing plan would need to
dovetail with and contribute to these commitments – just as
yours will do for the organisation
you are designing this plan for. Any deviation from the
corporate plan would render the
marketing plan inoperable.
Read it here:
http://www.coca-
colacompany.com/content/dam/journey/us/en/private/fileassets/

pdf/2015/09/2014-2015-
sustainability-report.pdf
acts as the conclusion of Strategic Fit
your plan. You won’t have the word
count to reiterate any points within the
plan, so I’d prefer you to use this section
in lieu of the traditional conclusion where you usually
summarise your main points and
otherwise chew up word count!
This is pretty much the end of your assignment. The Strategic
Fit is followed by the
Reference List – which is always on a separate page even if the
last line of your Strategic Fit
is on a new page (if this happened to me I would just edit the
Referencing
You all have access to the APA referencing document I created
for this course to help you
with formatting your citations for those who are unclear about
how to use the APA style.
Don’t forget that if you do happen to reference a website
then I need to be able to access it as well. The
Reference List is a guide for others to show how you
accessed the information contained in the body of your
work. It shows them where to go to find the same
information you did. The last thing you should do before
printing out your paper for submission is to check any
websites and make sure they are still live. If they are not

working, you cannot use them in your work and need to either
eliminate reference to them,
or replace them with live references.
This shouldn’t be too much of a problem. As websites are not
academic sources I prefer you
to keep any websites that you feel you must include to an
absolute minimum – no more
than one or two, if at all.
You must use the instructions if you are not familiar or
experienced with this style. If you’re
stuck at all, just contact me and I’ll sort you out. Do not
underestimate how pedantic I am
about this.
Please do not use the Word template for your Table of Contents
or your Reference List.
Construct these manually.
11
I took a couple of hours to do a preliminary
literature search to make sure there were enough
articles for your needs, and found that there
are many, many for you to select from. So, get
stuck into the research! I am expecting a list
of at least 15-20 journal articles (somewhere

around 20 is about right) to have been consulted
for this paper. I don’t expect to see a
Reference List padded out with introductory marketing texts and
websites.
BTW, here’s how to reference your prescribed textbook in your
Reference List:
Armstrong, G., Adam, S., Denize, S. & Kotler, P. (2015). Princi
ples of Marketing (6
th
ed.). Pearson
Australia.
Just as it’s showing in the Course Guide. You shouldn’t need to
use page numbers
anywhere in the paper because I’m not expecting to see any
quotes (you only use
page numbers when you’re quoting).
PLEASE DO NOT USE WIKIPEDIA, LINKEDIN,
SLIDESHARE, OR DICTIONARIES AS ACADEMIC
REFERENCES. THEY ARE TOTALLY INAPPROPRIATE
FOR THIS PURPOSE.
Executive Summary
Once you’ve finished the plan and created your Reference List,
create a summary for
stakeholders. Until you’ve completed all the work relating to
your target and the marketing

mix, you won’t have a good overview of all that’s been covered
which is what’s necessary for
the Exec. Summ.
Despite my admonishments not to do so, in the first assignment
some students still wrote their Executive Summaries like a
pseudo
Introduction – or, worse – they cut and pasted from various
parts
of the Situation Analysis! Please do not do this. Please do not
do
this. The Executive Summary is just what the title suggests – a
summary of the contents of the paper for the consideration of
the
executive (or other interested person).
This is a one-pager (MAXIMUM!) that the company CEO (or
me)
can read for an overview of the plan. We’re just looking for the
main highlights. In your
case, this is going to be really simple. All you need is seven
paragraphs.
Para 1: Basic introductory remarks
Para 2: Your STP strategy
Para 3: Product strategy
Para 4: Pricing strategy
Para 5: Distribution strategy
Para 6: Marketing Communications strategy
Para 7: Strategic fit
Hint: if you’re having trouble
fitting it all in to one page, drop
down to Times New Roman size
11 and use single spacing…

12
No need to include any references in an Executive Summary.
The Exec Summ. is placed after the Table of Contents and
before the Introduction.
I want to see very specific details of your target and your
marketing mix and, after
reading your Executive Summary, I should have a clear idea of
what is to follow in the
plan.
Presentation
Supporting information you may want to include (this may be
integrated within text or included as appendices): mock-ups of
packaging/product, advertising, promotions, any helpful tables,
charts, graphs, etc. You do not have to include all of these
things –
only what you feel is important to your marketing plan. Don’t
forget,
they’ll be included on any list of figures and tables in your
ToC.
Make sure that any examples you provide are clearly connected
to

theory, and confined to your own product. Please don’t refer to
any products such as
McDonalds, Apple, Coke and so on.
There is plenty of room for creativity in this report –
particularly in the product and
promotion sections. Especially in the product section, so
interpret/develop this any
way you wish.
Don’t forget to use Times New Roman 12, 1.5 spacing.
What’s next?
This signals the end of your second assessment task. Now all
that’s left is to email it for marking (we aim for the usual 3
week turnaround).
It’s a challenge!
Finally: why don’t you give yourselves a challenge?
Please try and use your textbook just once (I do expect to see it
cited once), and then
jump off into other academic sources which you will find on the
library database. It’s the
best way to become experienced in academic research and
writing.
Submission of the paper
All papers must be emailed accompanied by a Turnitin report
with a text-matching of
<22% by Monday Week 10 (May 16th) COB.

Remember: a marketing plan is a blueprint for the company to
follow.
Be clear. Be specific. Use directive language.
13
Here’s where the marks are:
Marketing Plan
Executive Summary 5%
Introduction 5%
Segmentation 10%
Targeting 10%
Positioning 10%
Marketing Mix 40%
• Product
• Price
• Place
• Promotion
Strategic Fit 10%
Referencing 5%
Presentation 5%

TOTAL 100%
Several of you missed the deadline for the first assignment and
I’d appreciate you not doing
that, please. Just as you must meet deadlines in the business
world, so the due date for this
paper must be met by the time set.
Please don’t email me asking where to submit the paper, or
telling me you’ve
submitted it through Turnitin.
Please –
If you need any more help, don’t forget your lecturer is
available for assistance.
Kind regards,
Rowan (5122 6153)
*40%
I’ve loaded your assessment into this task so that I could reduce
the percentage of your
exam (if it was up to me, I would eliminate the exam, but it’s
the
percentage of your first assignment as low as possible within
the confines of what a SA
needs because, for many of you, it’s the first attempt at a formal
business paper. So – most
of your marks are here in the strategy. Make sure you put most
of your effort here and if you
need help, you know where to access it.

14
Appendix 1: Segmentation and Targeting Example
Example of Segmentation and Targeting
Here’s an example for a totally different product from yours,
(let’s say it’s lip gloss brand
name “Lip Glass”) but just to give you the idea...
4.0 Segmentation

Do some research here into what segmentation is, why and how
it’s used by marketers: just
a paragraph or so to set up the section. Then as a result of your
thinking about lip gloss
consumers you will be able to identify some potential segments
for your campaign like this:
4.1 Potential segments
Potential targets for this campaign are:
-24 year old females, living in Melbourne inner suburbs
with their parents, students
earning under $10,000 per annum. Working part-time in
hospitality, involved in
weekend sports, watch little TV other than Big Brother and
Gossip Girl.
-35 year old females, living in apartments in inner city
Melbourne areas, university
educated career women, middle-level management earning
$50,000 - $80,000 per
annum. Into the social scene, bars, clubs. Reads magazines:
Allure, InStyle, Vogue.
-50 year old females, living in Melbourne’s suburbs,
housewives with children,
stay-at-home mothers who meet regularly with other mothers to
share experiences.

Any spare time is spent on children so little time for make-up
other than mascara and
lip gloss. Watch day-time TV (Dr. Oz, The Bold and the
Beautiful) and evening
programs such as Master Chef and The Biggest Loser.
5.0 Target for Pure Skin’s 2017 marketing campaign
Do some research here into what targeting is, why and how it’s
used by marketers: just a
paragraph or so to set up the section and to show us you
understand the concept.
5.1 The most profitable target for Pure Skin’s Lip Glass would
be the 24-35 year old women
for the following reasons:
purchase cosmetic
products frequently
cohort
a professional and
well-groomed image
keep up with social
trends

15
social life that is conducive to
Lip Glass being used
frequently
(Then you go into a full description of the target
audience...hint: this is the most interesting
part of the assignment)...
5.2 Geographic/Demographic
The target woman is young, aged 24-35, single without children.
She is planning to have
children someday however career development is her main
focus. She works full time in a
professional role, having graduated from one of Australia’s
most prestigious universities with
a business degree. Current income is $50,000-$80,000.
This target woman lives in a shared apartment in an inner city
Australian suburb (such as
Carlton, Melbourne) close to facilities and entertainment, which
occupy a large part of her
time outside of work. She does not have a significant other, but
a committed relationship is
in her future. For now it’s about getting ahead at work, staying
fit, looking good, (she’d like to
travel around Australia before heading off on the OS trip and,
eventually, meeting someone
to settle with).
5.3 Psychographic
Confident, ambitious and successful, she works to maintain her

busy and social lifestyle.
Although her job is mentally tiring, she is happy with her
position and career path. She works
out before work three days a week and on Saturday mornings.
She meets her friends for
coffee after the gym on Saturdays and they shop as a group in
the large local mall, mostly
for clothes, cosmetics and accessories. She has a confident
outlook about her future,
believing she has the potential to get ahead, and achieving that
success is important to her.
She is independent and ambitious. She can afford what she
wants, does her own thinking
and makes her own decisions. When shopping for new products
she generally looks for –
you get the picture, I’m sure.
5.4 Behavioural
Lip gloss is a regular cosmetic purchase and the benefits she
will be looking for from Lip
Glass are shimmer and shine for her lips at work and in social
situations. Lip Glass will
enhance her lip colour and overcome dryness from long-lasting
lipsticks. She will be a
heavy user, refreshing her lip gloss after food and drink and
throughout evenings out with
friends. She will be completely loyal to Lip Glass as a result of
the texture and flavour of the
product and the consumer sales promotions encouraging on-
going purchase.
Kotler et al. pose an argument for Behavioural segmentation to
be marketers’ first
consideration and I concur with this, so you may like to
consider placing this segmentation
variable first.

This word count is 350, but is just off the top of my head, so
you may be able to be more
succinct given more time to play. Having said that, it’s about
what I’d like to see – so try and
save some word space up from other sections if you can to use
here.

Question #1 There are no small or insignificant positions on the .docx

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