Assessment 1

1. Explain three common strategic marketing objectives

Following are the three common strategic marketing objectives:

• Diversify and grow revenue streams:From the multiple source or product and services, the organization receives revenue. In different area, the objectives are set to make sure that the organization is stable and there is no risk.
• Ensure financial sustainability:It is needed to make sure that an organization is financially stable, if the organization is in growth mode or there is some kind of economic uncertainty.
• Maintain profitability:This shows the balance between the revenue and expenditure.

 

2. Explain the innovation/value matrix and its application to strategic marketing.

Innovation management matrix is helpful in handling of many innovative projects. This matrix is helpful for the users in identification of the project which is more likely to be solved and completed.

 

3. Explain how portfolio analysis can be applied to strategic marketing.

Portfolio analysis is an analytical tool which views a corporation as a basket or portfolio of products or business units to be managed for the best possible returns. This technique, which can be found in many different variations, helped to satisfy the emerging need for centralized decisions on key strategic issues in multinational corporations. Portfolio analysis provided a means of comparing numerous business activities in relation to each other, establishing priorities and deciding between winners and losers.

 

4. Explain the benefits of branding in relation to improving marketing performance.

• The credibility is enhanced and there is ease of purchase. Well-known brand helps in enhancement of the credibility as well as clientage. With building of the credibility, recognition, loyalty and competitiveness is also built.
• Competitiveness edge in market. The brand of the organization, determines them in the marketplace. When the organization receives more recognition then the brand is build more.

 

5. Explain each component of the acronym SMART in relation to objectives.

• Specific: Great goals are defined and focused. “Obtain two new billion dollar corporate clients in the Boston property insurance market” is more meaningful to mobilize your team than “Get more business.” Ryan Blair, The Goals Guy eloquently states, “Focus creates a powerful force: goal power. The moment you focus on a goal, your goal becomes a magnet, pulling you and your resources toward it. The more focused your energies, the more power you generate."
• Measurable: when there is no measureable outcome of the goal, it is just like sport competition without a scoreboard.
• Attainable: goals that are beyond reach, can also be set by the small businesses.
• Relevant: Based on the amount conditions, the business goals are achievable. The revenue can be increased by 50%.
• Time-Based: Objectives of the business cannot be done when there is no time frame set in goal setting process.

 

6. Explain why there may be some tension between long-term and short-term marketing objectives.

Between the long term and short term marketing objectives, there is always a conflict when there is increase in environmental volatility. With the time, the ability of risk predictable will diminish. For example: for achievement of the short-term loan, the loan which is taken right appear lucrative for time being  but the same can be appeared challenging in long term when payments are due.

 

7. Explain the balanced score-card strategy performance management tool.

It is a semi standard structured report which can be used by the manager for keeping the track of the activities by the staff.

 

8. Explain the concept of product differentiation strategy.

The main focus of the product differentiation strategy is  made sure that the product which is offered is distinct. The main purpose of this approach is to create the demand for the product. Product differentiation is a strategy that is used by the businesses for distinguishing the product. A competitive advantage is provided by the product differentiation strategy to the small businesses.

 

9. Explain two common sources of differentiation within a product differentiation strategy.

There are several ways to achieve product differentiation.

• The product can be differentiated by high lightening a feature. This option is the easiest.
• The product can be differentiated by exposing the weakness of the brand.

 

10. Explain two disadvantages of using a product differentiation strategy.

Differentiation strategy includes the risk that there is price differentiation between the low-cost product and the firm’s product may be too high for the customer.

 

11. Explain the concept of competitive advantage.

Competitive advantage is a condition where the company is put into a favourable position. For maintain a competitive advantage, expansion is vital. Access to natural resources is included, when there is competitive advantage and allows the organization to outperform its competitors. Natural resources is accessed by the competitive advantage, such as high grade ores.

 

Assessment 2

1. Write a briefing report.

Assume that the Marketing Director of NatureCare Products has asked you, their assistant, to review current marketing performance with a view to ensuring that the company’s marketing efforts are directed to the areas of greatest potential.

Review the case study information, marketing performance to date and Market Research Results to identify:

• Overall businessobjectives
• Strategic MarketingObjectives
• External factors impacting on the company including:
  • Current economicconditions
  • Industry trends and marketchanges
  • Social trends and impact on the demand for NatureCareProducts
  • Current marketing mix for NatureCare Products and assess the effectiveness ofthe marketing mix based on marketing performance data and market research and externalfactors.
  • Best practice integrated marketing communications to ensure maximumbrand awareness.

Based on your review, develop a briefing report outlining your research and analysis as above and your recommendations on marketing activities that have the most potential for the organisation.

As a guide, your report should be a minimum of two pages, will be written in clear and concise English to ensure that key messages are conveyed.

Use the Briefing Report Template to guide your response.

Briefing Report Template

Marketing Briefing Report

Nature Care product is based in Brisbane, Queensland Australia. Eco-friendly and high quality beauty skin product is manufactured by the company. It was established in 2011.

Overall business objectives

The company’s strategic business objectives are:

• The performance should be high and it should be profitable and accountable.
• For meeting the needs of the customers, high quality products should be supplied.
• Build deeper customer relationships
• For the development of the best staff, Attract and engage

Strategic Marketing Objectives

The current strategy if the company is niche marketing to the target group that is based on product positioning as high quality and eco-friendly.

External factors impacting on the company including:

• Current economic conditions:

During 2017, the domestic economic conditions were improved which was supported by the low rate of interest. With the mining activities there were growth.

• Industry trends and market changes:

Increasing the awareness about the danger of chemical compounds that is found in the cosmetic has rapidly grown in the industry. The luxury branding is assisted by the usage of expensive organic material. As per the latest report it is predicted that natural and latest report it is predicted that natural and organic beauty market will reach up to $22 billion sales by 2024. This report is based on its annual growth which 8-10%.

• Social trends and impact on the demand for NatureCare Products:

All the components like market trends, health warnings, environment concern and many more have contributed to the growth of natural-based products.

• Competition Highlight Sustainability

It is expected that global organic personal care market will reach 15.98 billion by 202, as per the research of Grand view. It is seen that 40% of women spend on natural beauty products where 59% read the labels for checking the ingredients before they buy it.

Marketing mix

Current Pricing Strategy: quality product is offered at minimum prices

Current Promotional Strategy: it was relied on web site only previously. Now, the Facebook page have been established.

Current Distribution Strategy: Products are offered via online shops.

Product opportunities

• For soothing the skin during makeup removal, cleansing creams are provided. Shea butter is included in the ingredient for nourishing the skin and also plant extracts that are rich in essential oils.
• For dry to normal skin type, there are multi protection day moisturizing creams that helps in the protection of skin.
• For cleaning the dead skin cells, facial scrubs are done for promoting the growth of new healthy cells.

Promotional activities

On the Australian body plus soul web site, many successful promotional activities have been advertised. In store promotions as also there where the focus was on high quality products.

Pricing

Quality product is offered at premium price. The main aim is to make sure that price of the product is slightly higher as compared to the prices of the competitor.

Distribution

Products are offered via online shops and in store across Australia.

Marketing performance analysis

• For achievement of the required 10%, Awareness should be increasing
• Increase in sales
• Online sales increasing.
• Spending more than budget but spend is currently potentially too low.

Recommendations for improving marketing and performance

• Developing new product range
• Maintaining the price for range to retain quality image
• Trying the Japanese market

Best practice integrated marketing communications to ensure maximum brand awareness.

Ethical changes in marketing communications practices.

In marketing communication, ethics are very important to make sure that the consumer market is accurate. Communication councils have created the code of ethics for their members.

Reduced dependence on mass media advertising.

The media coverage and technology means that mass media advertising may not be the most effective approach

 

2. Write an email to Marketing Director (your assessor).

The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.

It should introduce and summarise the contents of the attachment and ask for an appointment to discuss the document.

Attach your Briefing Report to the email.

Your Assessor will respond with the time and place of a meeting. 

To: Assessor,

From:

Subject: Attachment of the briefing report.

Dear Assessor,

This mail is written to inform that I have attached the briefing report with this email. The report includes the following contents within it.

• Product
• Price
• promotion and
• distribution and also the trend of organic product in future.

Kindly go through the report once and share your views.

Thanks

Regards,

 

3. Participate in a meeting with Marketing Director to discuss your briefing report.

At the meeting you will be required to discuss the contents of your briefing report and seek agreement for the strategies and activities that you have recommended.

During and after the presentation you will be required to demonstrate effective communication skills including:

• Speaking clearly andconcisely
• Using non-verbal communication to assist withunderstanding
• Asking questions to identify requiredinformation
• Responding to questions asrequired
• Using active listening techniques to confirmunderstanding

At the end of the meeting, the Marketing Director (your assessor) and yourself will agree on three plans to be developed and implemented to help manage the marketing effort.

Meeting:

Date: 05-11-2021

Time: 11:00AM

Venue: Meeting Hall

Agenda

Me (marketing manager ) And sir (marketing director)

Me: during online classes. , Hello sir , I want to discuss with you my briefing report about NatureCare products, n if there is further needs to change please provide me feedback. I already sent you the email . Please open it for better results.

 Sir: ok , I have opened. Please go head.

Me: ok , I have stated the overall business objectives, strategic marketing objective. The current strategy of company is to target based on positioning the products as high quality and eco friendly . But our current price is little higher than other competitors.

Sir: okay please go head with other parts we will discuss in the end. let we start from the introduction to our company. I have put a brief introduction of company and related information. The aim of this plan is to develop a precise marketing plan for Nature Care products, by performing which, this Australia based skin care product brand can flourish its business growth and profit margin

Next there is background of company which includes:

• product (when introduced, life cycle stage, sales, number of variations)
• company (when started, specialisations, growth, sales, customers, employees)
• industry (when started, size, growth, value, segments)
• specific market (type of market, growth, size, value, segments, when started).
• customers
• competitors

Sir: Ok. This is great work. There is no need of extra work in this section. Please continue to next section.Me: thank you sir. Next part consists of SWOT and PEST analyses of our company and I have summarise the key points of both analysis.

Sales Manager: I am looking that you have done PESTLE analysis based on market of Japan. You have done a great work. This section also seems perfect. Am I right sir? sir: Yes, I am agree with your statement.

Me: Thanks for valuable feedback. Next section is marketing objectives of our company which includes:

• Increase the number of people who make a purchase while visiting the online store by 20%.
• Increase the number of retail outlets selling Nature Care Products by 150.
• To increase product awareness amongst the target market by 20%.
• To increase market, share to 15%.
• To expand into at least one international market.
• To identify new products and new markets.
• To attain annual growth of at least 10% over the next three years.
• To increase the retail outlets in Australia by 150
• To strengthen the customer base both at offline and online market by 20%
• To increase the diversification in product range along with market share value by 15%
• To initiate business at Japan

Sir  Good, keep going.

ME: Marketing Mix Strategies is the next section which includes:

Product Strategy: Sir: and pricing?

Me: Pricing strategy: NatureCare will be using premium price strategy.

Slightly higher in price will make sure that the customers with quality uniqueness of our products..

• Distribution (place) Strategy
• Communication (promotional)

 Strategy we have promoted our products on Australia body plus soul website and in nature health magazine. There is also in store promotion of women. Further, there is Budget and projected profit and loss followed by Implementation time frame which includes marketing budget and anticipated returns as a result of implementing the marketing strategy and implementing each aspect of the marketing variables to achieve the objectives.

Sir: That’s ok. Please continue.

 Me: Next section consist of Marketing performance which includes the approach to measuring performance including details of marketing metrics. This is overall report. You can give your valuable feedback regarding this.

sir: there is lots of information provided in Marketing Mix Strategies. Please explain them in brief.

 Secondly please expand the marketing performance section and give detailed explanation. Apart from this everything is ok. Please make these change and send to me.

The meeting to discuss promotional activities also identified that the web site for NatureCare Products was outdated and not attractive to customers.

Management has allocated $5,000 to update the web site. Management also wishes to include an online shopping function on the web site. As the Marketing Officer, you have been asked to coordinate the development of the new web site and shopping cart for Nature Care Product.

Me : okay I ll look forward on the following points . Will send you the revise briefing reports.

Thank you

 

4. Revise the briefing report.

Update your briefing report to include the plans/briefs you discussed at the meeting. Ensure that the briefing report reflects all that was discussed.

Save this document as Revised Briefing Report.

Revised Briefing Report

Marketing Briefing Report

Nature Care product is based in Brisbane, Queensland Australia. Eco-friendly and high quality beauty skin product is manufactured by the company. It was established in 2011.

Overall business objectives

The company’s strategic business objectives are:

• The performance should be high and it should be profitable and accountable.
• For meeting the needs of the customers, high quality products should be supplied.
• Build deeper customer relationships
• For the development of the best staff, Attract and engage

Strategic Marketing Objectives

The current strategy if the company is niche marketing to the target group that is based on product positioning as high quality and eco-friendly.

External factors impacting on the company including:

• Current economic conditions:

During 2017, the domestic economic conditions were improved which was supported by the low rate of interest. With the mining activities there were growth.

• Industry trends and market changes:

Increasing the awareness about the danger of chemical compounds that is found in the cosmetic has rapidly grown in the industry. The luxury branding is assisted by the usage of expensive organic material. As per the latest report it is predicted that natural and latest report it is predicted that natural and organic beauty market will reach up to $22 billion sales by 2024. This report is based on its annual growth which 8-10%.

• Social trends and impact on the demand for NatureCare Products:

All the components like market trends, health warnings, environment concern and many more have contributed to the growth of natural-based products.

• Competition Highlight Sustainability

It is expected that global organic personal care market will reach 15.98 billion by 202, as per the research of Grand view. It is seen that 40% of women spend on natural beauty products where 59% read the labels for checking the ingredients before they buy it.

Marketing mix

Current Pricing Strategy: quality product is offered at minimum prices

Current Promotional Strategy: it was relied on web site only previously. Now, the Facebook page have been established.

Current Distribution Strategy: Products are offered via online shops.

Product opportunities

• For soothing the skin during makeup removal, cleansing creams are provided. Shea butter is included in the ingredient for nourishing the skin and also plant extracts that are rich in essential oils.
• For dry to normal skin type, there are multi protection day moisturizing creams that helps in the protection of skin.
• For cleaning the dead skin cells, facial scrubs are done for promoting the growth of new healthy cells.

Promotional activities

On the Australian body plus soul web site, many successful promotional activities have been advertised. In store promotions as also there where the focus was on high quality products.

Pricing

Quality product is offered at premium price. The main aim is to make sure that price of the product is slightly higher as compared to the prices of the competitor.

Distribution

Products are offered via online shops and in store across Australia.

Marketing performance analysis

• For achievement of the required 10%, Awareness should be increasing
• Increase in sales
• Online sales increasing.
• Spending more than budget but spend is currently potentially too low.

Recommendations for improving marketing and performance

• Developing new product range
• Maintaining the price for range to retain quality image
• Trying the Japanese market

Best practice integrated marketing communications to ensure maximum brand awareness.

Ethical changes in marketing communications practices.

In marketing communication, ethics are very important to make sure that the consumer market is accurate. Communication councils have created the code of ethics for their members.

Reduced dependence on mass media advertising.

The media coverage and technology means that mass media advertising may not be the most effective approach

 

5. Develop the plans discussed during the meeting.

Use your briefing report and the templates provided to develop these.

NatureCare Products Marketing plan

NatureCare Products

Develop a marketing plan by choosing one recommendation

NatureCare Products Marketing plan

Your recommendation (For example, “develop product range”)

Introduction

For identifying potential sponsorship, event marketing proposal has been established. Major aspect of marketing communication are sponsorship and event marketing for many Australian companies. It also helps in improving the image of the company and credibility by supporting the events.

Opportunities for NatureCare Products

Australian Sources

We believe in sourcing as many ingredients as possible from our own backyard, including places like the Queensland Rainforests and the Eastern Coastline. Many of these ingredients are grown in their natural habitat, and are wild harvested with our use any chemicals.

Target group

It is suitable for all skin types, i.e. from sensitive to teenage to problematic to mature skin.

Legal, cultural and ethical issues

• No Animal Testing
• Private Label Skin Care is 100% Animal Cruelty Free.
• 100% Vegan
• Our products are 100% Vegan, with no animal. 

Our product use:

Our product doesn’t use:

 Implementation plan

 Outline a proposed implementation timetable using the table below.

Promotional activity	Resources required	Staff responsible	When	Cost
Instagram page	NA	Marketing Team	October2021	$500
Stand at Vegan festival	Samples Brochure Order forms Banner	Marketing Team	November2021	$2000
Email mark, discount code	IT	Marketing Team	Immediately	$100

 

6. Develop a communication strategy.

The purpose of the strategy is to ensure that there is regular communication within the company, so that all staff are working together.

Use the Communication Plan Template to guide your work.

Audience	Key message	Delivery method	Frequency	Location
Staff	Marketing performance. Ongoing communication	Staff meeting	Fortnightly	Head office
Staff and Management	Progress	Email	Weekly	NA
Staff	Team building activities brainstorming	Staff Meeting	Monthly	Head Office

 

7. Write an email to the Marketing Director (your assessor).

The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.

It should introduce and summarise the contents of the attachments.

Attach the following to the email:

• Revised BriefingReport
• Communication Plan
• The three documents discussed at themeeting.

To: Assessor,

From:

Subject: Please find the attached file.

Dear Assessor,

The main aim of writing this mail is to inform that I have attached the following report:

• Revised BriefingReport
• Communication Plan
• The three documents discussed at themeeting.

Kindly find the attached document on go through it once.

Thanks

Best Regards.

 

 

Assessment 3

1. Create a PowerPoint presentation.

In the next activity you will be conducting a meeting with the staff involved in the NatureCare Products’ marketing effort.

To ensure that your meeting achieves its goals, you are required to prepare a PowerPoint (or any other presentation program) presentation that will give structure to your discussion.

The first part of your presentation should take about 15 minutes. It should include the following:

• Detailed information about NatureCare Products’ strategic marketingobjectives.
• The new CommunicationStrategy
• The planned marketing activities to beconducted.
• Roles and responsibilities.

In the second part of the meeting you are required to coach your team in marketing. To do this you are required to identify a topic relating to effective marketing and research and develop a short coaching session on this. Learning more about the topic should support the staff to achieve the company’s marketing objectives, so make sure that it is relevant.

Consider how you can best provide the information to staff with varying levels of skills, knowledge and experience in marketing.

Ensure that you incorporate techniques you identify as suitable into your presentation. The coaching session component of the meeting should last approximately 15 minutes. Save the file as Meeting Presentation.

Presentation has been attached

 

2. Send an email to all marketing staff (your assessor).

The text of the email should be in grammatically correct English, written in an appropriate (polite, collegial) style.

The email text should advise the staff of the purpose of the meeting you will conduct. It should ask for a place, date and time that would be convenient for them.

Attach your Meeting Presentation to the email.

To: Assessor

From:

Attachment: Meeting Presentation

Dear Assessor,

This mail is written to inform that a presentation have been prepared for the meeting on NatureCare products. The topics of briefing report are covered in this presentation. I kindly request everyone to decide the date and time of the meeting.

Thank You

Regards

 

3. Conduct the meeting

Conduct the meeting with the support of your Meeting Presentation.

Ensure that you address the following within the meeting:

• NatureCare Products’ strategic marketingobjectives.
• Communicationstrategy
• The activities that you documented in Assessment Task

Before continuing the meeting, you and the staff must agree on roles and responsibilities for the marketing activities that you have discussed. Take notes on what is agreed on.

• Coaching staff on a topic relating to effective marketing andresearch.

During the meeting, you are required to demonstrate effective communication skills including:

• Speaking clearly andconcisely
• Using non-verbal communication to assist withunderstanding
• Asking questions to identify requiredinformation
• Responding to questions asrequired
• Using active listening techniques to confirmunderstanding
• Conveying information at a level that accommodates varying levels of skills, knowledge and experience

Presentation date:

Time:

Presentation contents will be delivered during meeting 

4. Send an email to all staff invited to the meeting (your assessor).

The text of the email should be in grammatically correct English, written in an appropriate (polite, collegial) style.

The email text should remind the staff of what was discussed at the recent meeting. The email should include the roles and responsibilities agreed to at the meeting.

To: Assessor

From:

Subject:  Meeting Reminder

Dear Assessor,

This letter is written to inform that the meeting was regarding the briefing report. Some activities have been finalized in this meeting for promoting the NatureCare products. The list of activities have been prepared.

Area	Time period	Person responsible	Activities to be completed	Expectations
Digital marketing	1.5 months	Marketing team	Create and advance content resources ex: write blogs for NatureCare products.	Generate brand awareness, traffic growth, lead generation, or clients.
Marketing legislation	1 month	Marketing team	Search for the licenses and registrations we need in Australia.	There’s a need to know about the customers’ rights and  legal obligations.
Strategic marketing	2 months	Marketing team	Segment existing and potential customers characterized by their 'needs'.	Needs through market research and market reports.
Managing a team	1.5 month	HR manager	Communicate Priorities, Long term goals, Gratitude, Strategy and executional information to team.	Communication is the keystone of effective leadership.
Networking	1.5 month	IT team	Take time to make a real connection.	An hour with one good contact makes it a success.

 

Please feel free to contact me anytime if any problem is found.

Best Regards

 

5. Develop a mentoring plan

Develop a mentoring plan for Alice for the upcoming 6 months. 

As a minimum your plan should include details of the mentoring arrangement, time period, number of meetings during the period and activities to be completed, as well as expectations.

Use the Mentoring Plan Template to guide your work.

Print out a copy of the plan to give to Alice at the beginning of the meeting.

Mentoring Plan

Mentor name:
Mentee name:	Alice- Administration Officer
Mentee goals:	Alice wishes to develop her skills and knowledge in: ·         Digital marketing ·         Marketing legislation ·         Strategic marketing ·         Managing a team ·         Networking
Practical steps to achieve this (for each goal)	Goal		Actions
	Digital Marketing		Discussing digital marketing techniques.
	Marketing Legislation		Improving knowledge about legislation
	Strategic Marketing		Training about how to develop strategic marketing
	Managing a Team		Provide training about how to manage people
	Networking		Bring our staff to join in networking event
Meeting schedule for upcoming six months and summary of what is to be covered:	1st of every month at 10am. We will discuss what she has undertaken in each of her 5 selected areas over the month and set goals for the coming months.
Schedule of Meetings:	Monthly
Signature of Mentee: Alice		Signature of Mentor: Sandeep Kumar
Date: 14/03/2021		Date: 06-11-2021

 

6. Meet with Alice (your assessor)

Meet with Alice to discuss the plan (provide a printed copy) and to provide a first mentoring session on digital marketing.

Focus on one area of digital marketing and also discuss at least two activities that Alice could complete to develop her skills. Provide feedback to Alice about what you believe are best practice digital marketing techniques to give Alice a start.

As a guide, the meeting will last approximately 30 minutes.

During the meeting, you are required to demonstrate effective communication skills including:

• Speaking clearly andconcisely
• Using non-verbal communication to assist withunderstanding
• Asking questions to identify requiredinformation
• Responding to questions asrequired
• Using active listening techniques to confirmunderstanding

Time: 11:00 am

Date: 07^thNovemeber 2021

Venue: Online

Me: hello Alice, how are you. I am here to discuss about the digital marketing in for NatureCare. I want to tell you about some activities that could help for better plan.

Alice: hello , sure Go head ..

Me: please see the monitoring plan that I have emailed you

Alice: wait a moment.. please start the session

Alice: yes I can see .. for company NatureCareits is very important that we hit customers from all over worlds, get to know about audience ..

Me : yes , so I think , social media marketing is most effective in today time.

Almost everyone has a social media account whether it’s on Facebook, Twitter, Instagram, Reddit, etc. There are a lot of people there readily consuming content for hours on end. So we should focus on this area first then we can go further for other way of digital marketing.

Alice: yes, I understand that now social media is heart of market place. How can we go on this..

Me: we will contact some activities that can help you to complete one step towards monitoring plan .

1. Set business goals for your social media - it's best not to experiment without a clear idea of how social media will support your business goals. So we will go with NatureCare goals. .
2. Create a social media strategy. A strategy will help you to deploy social media in the best way to reach your goals by prioritising on the channels in our RADAR which are most effective.
3. Active social listening and reputation management.
4. Define content and engagement strategy.
5. Define communications strategy. In the social media era, a continuous communications strategy is necessary to engage your audience through the many channels available. Key issues here are defining the types of content value you offer through different social channels and the frequency.
6. Deploy best practice approaches for the core social media platforms. Each social media platform such as Facebook, Twitter and YouTube has unique characteristics and audience needs. There is also a bewildering array of tools to deploy and etiquette to follow so you won't be seen as a spammer.
7. Social media optimisation. You may have a presence established, but this is only the beginning in your journey to optimise your presence to deliver real value for your business

These all points will help you to develop the skills.

Alice : ok, what else in digital marketing can help for NatureCare monitoring plan.

Me :

1. Search Engine Optimization

Most brands tend to have websites that are geared towards converting visitors into leads and customers. In order to do that, you would have to get incoming traffic first. One of the best ways to get inbound traffic is through search engine optimization.

2. Email Marketing

Email marketing is nothing new. People have been sending out invites and solicitations through email decades ago. The difference now is that there are a lot of tools available for automating the email marketing process.

3. Content Writing:

Content is a must for all of the digital marketing areas. However, the discipline for creating content is also another different area in itself. A content marketing strategy is needed if you want to persuade and convert visitors into customers or subscribers. There are a lot of types of content that can be posted online. Some of them include:

• Blog post
• News articles and/or press releases
• Images
• Video
• Music
• Apps
• Game

Thanks they will help in digital marketing, I appreciate you time to attend this meeting. Hope this meeting will help you some valuable insights.

7. Send an email to Alice (your assessor).

The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.

It should summarise what was discussed at the meeting.

The email text should also introduce and summarise the contents of the attachment and seek their feedback.

Attach your Mentoring Plan to the email.

To: Assessor,

From:

Subject: Attaching Mentoring Plan,

Thank you for attending the meeting. I hope that our meeting was able to provide some valuable insight into marketing progress. I look forward to our continued partnership throughout the remainder go to work year. If there is any question or concerns regarding the plan, please do not hesitate to contact me.

Please find the attached Mentoring plan.

Thank you,

Best Regards,

 

8. Write a team performance review This should be about half a pagelong.

Explain why the practice is not allowed under legislation, and what actions are required. It should describe what the correct practice is an inform what you expect from the staff.

TEAM PERFORMANCE REVIEW

$50 has been offered off their next purchase if favorable review is written on the company’s web site or Facebook page. Reviews that are fake which is been posted and is not removed by the review platform, then it is breaching the competition and consumer act 2010. If the reviews are presented impartial then it may mislead the consumers.

Reviews may mislead consumers if they are presented as impartial, but were written by:

• the reviewed business
• a competitor
• someone paid to write the review who has not used the product
• Someone who has used the product but written an inflated review to receive a financial or non-financial benefit.

 

9. Send an email to the team (your assessor).

The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.

It should include your team performance review.

To: Assessor,

From:

Subject: Team Performance Review

Dear Assessor,

It has recently come to my attention that the marketing team have been offering customers the opportunity to write positive testimonials about the quality of the company’s service and products. Customers have been emailed and offered $50 off their next purchases if they write a favourable review for posting on the company’s web site and/or Facebook page. This is not allowed under consumer law. Fake or misleading reviews. Businesses and review platforms that do not remove reviews that they know to be fake risk breaching the competition and consumer Act 2010. Reviews may mislead consumers if they are presented as impartial, but were written by: the reviewed business.

Regards,

 

Assessment 4

1. Review data

Review the information above in preparation for developing a marketing performance report.                    

First of all, review information about the campaign, as well as the strategic plan and identify and makes notes on the following for use in your performance report:

• Overview of thecampaign
• Potential of the Indian market for Australian tourism and current Indianmarket
• Targetcustomers
• Marketingstrategies
• Success indicators for2020

Next, review the current market profile information and using the data, make notes on the following:

• Market overview information in2016
• An analysis of the data in the market profile against the success indicators included inthe StrategicPlan
• Evaluation of the success of the aviation development strategy to date using the data inthe marketprofile
• Evaluation of the success of the geographic strategy to date using the data in themarket profile

Overview of the campaign

For realizing the potential of Indian tourism in Australia. India 202 tourism campaign was designed. The focus of Tourism 2020 is on improving the performance and competitiveness of the industry. The goals of Tourism 2020 is to achieve more than $115 billion overnight. This goal of Tourism Australia is shared with Australian tourism industry. Improving the performance of the industry by pursing the opportunities for increasing the consumer spending is the main goal of Tourism 2020.

Potential of the Indian market for Australian tourism and current Indian market there is a huge potential for Australia, where the contribution is between a$1.9 to $2.3 billion to the economy of the Australia. The world’s fastest growing outbound Traveler by 2020 is India.

They key Asian markets that is driving growth in the ‘Asian Century’ is India. For helping the Tourism Australia and the Australian tourism industry, the Indian 2020 strategic plan has been developed. The market has the potential to contribute between a$ 1.9 and $2.3 billion by 2020.

THE CURRENT INDIA MARKET

• There were 148,200 arrivals from India in 2011, up 7% on 2010
• Total spend from India in 2011 was A$867 million, up 6% on 2010
• In 2011, Indian visitors spent a total of 9.4 million nights in Australia, up 11% on 2010
• In 2011, Indian visitors spent a total of 1.4 million nights outside Australia’s gateway cities of Sydney, Melbourne, Brisbane

Target customers

• self-employed or entrepreneurs
• highly qualified professionals
• senior executives at multinational companies     

Marketing strategies

• Australia will double its marketing spend in India.
• Tourism Australia opened an office in Mumbai in 2008, recognizing the potential of the market
• In 2010-11, Tourism Australia developed a local campaign ‘Namaste Australia’ to encourage positive consumer advocacy of Australia

Success indicators for 2020

Indian tourist spend between 1.9 and 2.3 billion in Australian in 2020. In December 2009, the national long-term tourism strategy was launched. A milestone was marked in Australian tourism policy. Integration of long term focus is represented and collaboration under the national long term tourism strategy. 

Market overview information in 2015 and an analysis of changes in the market since the launch of the strategy and impact on strategic marketing objectives

There was a solid growth in Australia’s tourism in the year march 2015. Tourism industry set the goals when it was set in 2010 of achieving $ 115 billion to $140 billion overnight.

An analysis of the data in the market profile against the success indicators included in the Strategic Plan

There were 233,000 Indian visitor arrivals in 2015. Of those, 22% were on

Spend per trip $3.600

Spend per night $176

Receat visitors 25 percent

Average nights stayed 23

Median nights stayed 11

Evaluation of the success of, or performance gaps in the geographic strategy to date using the data in the market profile

• There was a jump in Indian tourists from 10^th to 8^th place as the most valuable market segment for Australia.
• Average load factors on Air India remained high
• in 2016, with peak months in December to February and July, where load factors were above 90 per cent.

 

2. Develop a marketing performance report

Using your research and analysis above, develop a marketing performance report to review progress against the India 2020 strategy.

Use the Marketing Performance Report Template to help structure your response. Your marketing performance report must include:

• Overview of the campaign, including marketingobjectives
• Potential of the Indian market for Australian tourism and current Indianmarket
• Targetcustomers
• Marketingstrategies
• Success indicators for2020
• Market overview information in 2016 and an analysis of changes in the market sincethe launch of the strategy and impact on strategic marketingobjectives
• An analysis of the data in the market profile against the success indicators included inthe StrategicPlan
• Evaluation of the success of or performance gaps in the aviation development strategyto date using the data in the marketprofile
• Evaluation of the success of, or performance gaps in the geographic strategy to dateusing the data in the marketprofile
• Overall evaluation of the success of the campaign and an analysis of gaps inperformance orover-performance.

Overview of the campaign

For realizing the potential of Indian tourism in Australia. India 202 tourism campaign was designed. The focus of Tourism 2020 is on improving the performance and competitiveness of the industry. The goals of Tourism 2020 is to achieve more than $115 billion overnight. This goal of Tourism Australia is shared with Australian tourism industry. Improving the performance of the industry by pursing the opportunities for increasing the consumer spending is the main goal of Tourism 2020.

Potential of the Indian market for Australian tourism and current Indian market there is a huge potential for Australia, where the contribution is between a$1.9 to $2.3 billion to the economy of the Australia. The world’s fastest growing outbound Traveler by 2020 is India.

They key Asian markets that is driving growth in the ‘Asian Century’ is India. For helping the Tourism Australia and the Australian tourism industry, the Indian 2020 strategic plan has been developed. The market has the potential to contribute between a$ 1.9 and $2.3 billion by 2020.

THE CURRENT INDIA MARKET

• There were 148,200 arrivals from India in 2011, up 7% on 2010
• Total spend from India in 2011 was A$867 million, up 6% on 2010
• In 2011, Indian visitors spent a total of 9.4 million nights in Australia, up 11% on 2010
• In 2011, Indian visitors spent a total of 1.4 million nights outside Australia’s gateway cities of Sydney, Melbourne, Brisbane

Target customers

• self-employed or entrepreneurs
• highly qualified professionals
• senior executives at multinational companies

Marketing strategies

• Australia will double its marketing spend in India.
• Tourism Australia opened an office in Mumbai in 2008, recognizing the potential of the market
• In 2010-11, Tourism Australia developed a local campaign ‘Namaste Australia’ to encourage positive consumer advocacy of Australia

Success indicators for 2020

Indian tourist spend between 1.9 and 2.3 billion in Australian in 2020. In December 2009, the national long-term tourism strategy was launched. A milestone was marked in Australian tourism policy. Integration of long term focus is represented and collaboration under the national long term tourism strategy. 

Market overview information in 2015 and an analysis of changes in the market since the launch of the strategy and impact on strategic marketing objectives

There was a solid growth in Australia’s tourism in the year march 2015. Tourism industry set the goals when it was set in 2010 of achieving $ 115 billion to $140 billion overnight.

An analysis of the data in the market profile against the success indicators included in the Strategic Plan

There were 233,000 Indian visitor arrivals in 2015. Of those, 22% were on

Spend per trip $3.600

Spend per night $176

Receat visitors 25 percent

Average nights stayed 23

Median nights stayed 11

Evaluation of the success of, or performance gaps in the geographic strategy to date using the data in the market profile

• There was a jump in Indian tourists from 10^th to 8^th place as the most valuable market segment for Australia.
• Average load factors on Air India remained high
• in 2016, with peak months in December to February and July, where load factors were above 90 per cent.

 

3. Send an email to your assessor.

The text of the email should be in grammatically correct English, written in an appropriate (polite, collegial) style.

The email text should introduce and summarise the attachment. Attach your marketing performance report to the email.

To: Assessor,

From:

Subject: Attaching Marketing Performance Report,

Dear Assessor,

Customers are offered the opportunity to write the positive testimonials by the marketing team. Customers are offered $50 off on the next purchase, which is not allowed under consumer law. Business and the review platforms that don’t remove the fake reviews are breaching the competition and consumer act 2010.

Best Regards,