Description
The a-s-s-e-s-s-m-e-n-t will2000 words + 2 tablesPlease see the questions shown in the screenshot. I will send you all the info after being hired, eg PPTs, student access etc. Please send a draft in 12hrs -1 day time, day 2, and day 3 as well. + Will need to draft some questions to ask the teacher and revise base on feedback (Send bk ard in 1 day max)
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MKTG3004 Corporate Marketing Strategy
SMP Report
Assessment Brief
Overview
This project offers students the opportunity to work collaboratively on developing a
comprehensive Strategic Marketing Plan (SMP) for a specific Strategic Business Unit
(SBU) of a given client organization.
The project is designed to provide hands-on experience in applying marketing concepts,
theories, and frameworks to a real-world business context, while fostering teamwork,
communication, and problem-solving skills.
***This component of the SMP is to be completed in a written report format.
Structure
Each section below is important and will contribute to the overall value of your report.
Failure to include any of the sections below will result in deductions being imposed upon
your final mark.
1. EXECUTIVE SUMMARY – The Executive Summary is NOT an introduction. It is a
BRIEF summary of the entire report, so it should include a couple of the main points
from the Situation Analysis, an outline of the Goals and Objectives, and the
strategies you are recommending in order to achieve them. Lastly, include your
proposed budget and timeframe for implementation.
2. TABLE OF CONTENTS – List your headings and subheadings using a numerical
format and ensure that the corresponding page numbers are correct. (Note: Do not
list the Executive Summary in the table of contents as it is a stand-alone document.
Additionally, the Executive Summary and the Table of Contents are not included in
the page numbering.)
3. INTERNAL (COMPANY) ANALYSIS
3.1.Background
3.1.1. Corporation – Provide a brief outline of the corporation as it stands
today. Discuss the company structure, key stakeholders/influencers, overall
performance, other business operations, and interests.
3.1.2. SBU – Provide details of the specific SBU that will be the focus of your
Strategic Marketing Plan. This should include information about the
product(s) covered by the SBU, the geographical scope of the SBU, its
operations, strategic fit within the corporate structure, and overall financial
performance.
3.2.Corporate Appraisal
3.2.1. Senior Management – How do their skills and values affect the direction
of the company?
3.2.2. Corporate Culture – How do employee’s values and attitudes affect how
the company operates?
3.2.3. Corporate Stakeholders – Identify the relevant stakeholders and how
they affect or are affected by the company’s operations.
3.2.4. Corporate Resources – What are the company’s physical, financial, and
intangible resources? How do these affect the company’s operations?
3.3. Marketing audit – Critique existing marketing strategies of the company, with
a focus on the SBU you are assigned (speak to your tutor if you are unsure).
4. EXTERNAL ANALYSIS
Page 1 of 4
MKTG3004 Corporate Marketing Strategy
4.1.Climate
4.1.1. Changes and Trends in Industry – Provide a brief summary of relevant
and major changes and trends that have occurred within the SBU’s industry
over the last 5-10 years.
4.1.2. PESTEEL (Political, Economic, Social, Technological,
Environmental, Ethics & Legal) – Discuss relevant changes and trends in
the macroenvironment that that have occurred within the SBU’s industry.
Use separate headings for each letter.
4.2.Customers – Provide detailed information on the SBU’s key market segments,
their growth/decline (provide data on sales, growth, market share, etc. for the
past 5 years) and the reasons for this. Use tables/graphs to clearly demonstrate
your findings.
4.3.Competitors – This section MUST be completed in a table as provided in
tutorials, and the table MUST include your client for comparison with their
competitors. Metrics for comparison should include positioning, price,
distribution, market share, performance, key competitive advantages, any
sustainable competitive advantages, promotional channels utilized, and social
media.
5. SUMMARY OF KEY FINDINGS – List the key findings from your analysis conducted
in sections 3 and 4. This should be presented in bullet points.
6. GOALS AND OBJECTIVES – Indicate the proposed time period (length of time) for
achievement of your proposed G+O and then list these in numbered bullet points.
G+O MUST be developed based on what has been discussed in the client briefing
AND the analysis conducted in sections 3 and 4. Objectives MUST also be ‘SMART’.
7. RECOMMENDED STRATEGIES – This section is where you should recommend
strategies to be enacted in order to achieve the G+O you have proposed.
8. IMPLEMENTATION PLAN – This section MUST be completed in a table as provided
in Lectures / Tutorials.
9. EVALUATION AND CONTROL – This section MUST be completed in a table as
provided in Lectures / Tutorials.
10.BUDGET – Provide an estimate of all costs associated with the strategies. It is also
good practice to present a return on marketing spend section so the reader can
determine the value they are getting (no point spending money if it won’t make
money!).
11.REFERENCES – Ensure you include a complete list of all the sources of information
you referred to and used to write your Strategic Marketing Plan. This should include
journal articles, industry reports, and any sources of information relating to your
client such as the client’s website and social media channels, client’s presentation,
slides, or documents provided by the client, and any other communications with the
client.
Page 2 of 4
MKTG3004 Corporate Marketing Strategy
Guidelines:
•
Word count – 8,000 words maximum excluding the Executive Summary, THE TOC,
and the Reference List. ***Reports over this size will incur a penalty of 10%
for every 10% over the word count.
•
Formatting
o
o
o
Font – Arial 11 point
Text – 1.5 spaced, report style writing
Margin – 1.5cm left side margin and 3 cm right side margin
Use of Generative AI Tools:
•
•
•
Generative AI tools may be used to facilitate the initial stages of
brainstorming for the SMP. They can also help in structuring ideas and
thoughts. However, they are not meant to replace critical thinking and the
development of original ideas.
To ensure the responsible use of AI, students who choose to utilize AI tools
must ensure that they research, review, and verify the accuracy of the
outputs generated by AI. Further, students must ensure it is properly
acknowledged and referenced, including the specific prompts used
to generate the outputs used. This should included in the
appendices section.
Students must ensure that their work remains original, accurate, and
properly cited, adhering to Curtin’s academic integrity standards
(https://www.curtin.edu.au/students/essentials/rights/academicintegrity/). Failure to adhere to these guidelines may result in severe
penalties imposed on the students’ final grade for this unit.
Page 3 of 4
MKTG3004 Corporate Marketing Strategy
Strategic Marketing Plan (Report)
Marking Guide:
Students’ Names and Student Numbers:
1.
2.
3.
4.
Content
Marks Score
Executive Summary
5
Corporation and SBU Background
5
SBU Situation Analysis (Corporate Appraisal, Climate, Customer, and
Competitors)
20
SBU Marketing Audit
10
SBU Goals and Objectives
5
Recommended Strategies
30
Implementation, Evaluation and Control & Budget Summary
10
Consistency between Marketing Audit, Situation Analysis, Objectives &
Strategies
5
Clear Report Structure, use of Contents Page, Appendices & Clarity of
Communication
5
Referencing is Accurate, Consistent & Complete
5
Total 100
Other comments:
Signature/Date:
Page 4 of 4
Assessment 1
Formative – Strategic Marketing Plan Situation Analysis
Singapore ONLY
SBU SITUATION ANALYSIS PART 1 of STRATEGIC MARKET PLAN
Group project Marketing Plan Part 1 – Formative – Strategic Marketing Plan
Situation Analysis.
Due date: Friday, 12 April by 5pm
Any group that does not submit by due date will be referred to the Assessment office.
Important note: Submission requirement, TBA
==================================================================
Group project SMP Client: Heineken Asia Pacific Breweries Singapore,
Industry: Beer and Beverages
Market: Singapore.
Important note: students are not allowed to change the assigned company,
Industry and market. Very heavy penalties would be imposed if these are
changed.
There is lots of information on their website, YouTube, newspaper articles etc. for your review.
Some examples:
https://www.apbsingapore.com.sg/news-media/brewing-up-a-digital-and-people-first-culture-at-apbsingapore/
https://www.signalhire.com/companies/asia-pacific-breweries-singapore-pte-ltd-part-of-the-heinekencompany/employees
https://sbr.com.sg/food-beverage/news/asia-pacific-breweries-profit-65-s261mln
https://www.cccs.gov.sg/media-and-consultation/newsroom/media-releases/asia-pacific-breweriessingapore-ends-exclusive-business-practices-following-ccs-investigation
https://www.businesstimes.com.sg/singapore/tiger-beer-maker-retrenches-workers-restructuringexercise
https://www.recgroup.com/de/news/asia-pacific-breweries-singapore-partners-rec-solar-installationproject-paving-way-clean
https://www.theheinekencompany.com/our-global-presence/asia-pacific
https://www.marketing-interactive.com/heineken-to-set-up-global-innovation-hub-in-sg-to-understandapac-market-shift
https://www.businesstimes.com.sg/keywords/heineken
====================================================================================
SBU SITUATION ANALYSIS PART 1 of STRATEGIC MARKET PLAN
====================================================================================
2. SBU SITUATION ANALYSIS (Where are we now?)
Review the internal (micro-) and external (macro-) environments of the SBU, including:
2.1 SBU Corporate Appraisal part 1
(Internal strengths and weaknesses analysis).
Derive the strength and weaknesses of the firm. Refer to lecture 2.
Consider the following factors
Important note: choose factors that are important to the firm competitive advantages or disadvantages.
Derive the 6 strengths and 6 weaknesses of the firm. Examples are shown below
Location where you can look for the firm’s strength or weakness
Corporate marketing Resources e.g. how do the company’s resources affect the SBU’s strategies and
competitive advantages
1
2
3
4
5
6
7
8
9
10
11
12
13
Product values
Product design
Market Brand awareness
Market Brand positioning
Product assortment
Technology patents
Innovative Manufacturing systems/facilities
Product manufacturing processes
Retailing operation and processes
Research and development
Innovations and design
Market intelligence and research
Distribution network
14
15
16
17
18
19
20
21
22
23
24
Retail outlets network
CSR policies
Sustainability policies
Singapore Market share
Specific Product fit to customer
needs/lifestyles
Brand image
Brand values
Packaging design
Share of Voice in the market Communication
strategy
Brand logo design and appeal
Customer loyalty
Derive the 6 strengths and 6 weaknesses of the firm. Use the following table for your assignment. (2 pages)
Refer to lecture 2 and the tutorial for more guides.
Sample Examples: Strength
Key Strength
Descriptions (must be
meaningful statements)
S1
Many, 800 supermarket Retail
outlets across Singapore (e.g.
of a clear and concise strength
statement)
S2
Good looking Brand logo
Example of a Vague,
incorrect and incomplete
statement
S3
Good Technology patents
Example of a Vague,
incorrect and incomplete
statement
S4
S5
S6
Justification (importance to firm’s competitive advantage)
Customers and easily access the outlet and conveniently buy
the product. This has a major effect on customers’ choice of
retail to buy from.
Sample Examples: Weaknesses
Key
Descriptions (must be
weaknesses meaningful statements)
W1
Only one manufacturing
plant in Singapore. (e.g. of a
clear and concise weakness
statement)
W2
Nanyang sauce has very
few, 3 retail outlets in
Singapore
(a clear and concise
statement)
W3
Poor Distribution network
Example of a Vague,
incorrect and incomplete
statement
W4
Poor Brand image
Example of a Vague,
incorrect and incomplete
statement
W5
W6
Go to Next page
Justification (affecting the firm’s competitive disadvantage)
Since she has only one manufacturing plant, the cost of production
is high as raw materials are bought in small quantities. If there is a
high demand from customers, she would not be able to deliver.
This is a serious problem that affects customers’ experience.
Justification?
2.2 SBU Situation Analysis Part 2: Industry Trends, Market Segment and Strategy Analysis
Refer to lecture 2 and the tutorial for more guides.
2.2.1 Market potential issues and opportunities analysis. The country/market in Singapore.
•
Derive about 6 opportunities and 6 threats. (4-5 pages)
Examples – Sample
Important Note: consider all the dimensions in your PESTLE analysis
Dimensions:
1. Economic environment: e.g. GDP, poverty, inflation rate, deficit, income, principal industries,
2. Physical Infrastructure: telecommunication, logistics, roads, warehouses, sea and airports ports, etc
3. Legal environment: labour laws, product liabilities, safety, advertising laws, trade restrictions, IP
protection, distribution and advertising laws, green laws, import duty taxes etc.
4. Cultural environment: languages, religion, family structure, roles of men and women, traditions,
education levels, social status. materialism, consumption and shopping behaviour, lifestyle, etc.
5. Demographic Environment: Geographic Shifts, Ethnic and Racial Diversity, Education, population profile,
age groups, middle classes, Urbanization etc
6. Technological Environment: R & D investment, innovation grants and government support, changes in
technologies, Media/Technology types available, Regulations concerning new product safety and
performance, and technology shaping our lives.
7. Natural: usage of raw material, energy, reduction pollution, laws on environment protection,
environmentally safe products and packaging, water sources.
Example 1 – PESTLE analysis
Dimensions Example (Economic Environment) – select and collect education and income data
Example: Data – Over 28,000 or 82.7% of students who sat for the ‘O’ Levels this year managed to attain passes in
5 or more subjects (MOE, 2014). This is better than last year, 81.3 per cent of students scored five or more passes.
Consistently for the past 5 years, the high level of education was well maintained in Singapore. The income of the
average population is about US$55,000, much higher than in the US (citation).
Important Note: Data should not be more than 3-4 lines max.
Example Sample – Analysis and deduction
Important Note: Explain how the data affects a combination or any of the following:
1. Consumers demand and purchases,
2. The firms’ 4Ps
3. Market demand for innovations
4. Market demand for sustainability.
5. Branding and positioning,
6. your firm and competitors’ resources /capabilities /performances,
7. changes in market conditions that affect the firm’s competitive advantages.
8. Market share
9. Consumers’ well-being, quality of life etc
10. Consumers’ affordability
11. Consumer profile changes and consumptions.
Example sample – Analysis and deduction: The high level of education contributed to the increase of consumers
having high-paying jobs. The income of the average population is about US$55,000, much higher than in the US.
This had led to a demand by consumers for a higher quality of life and standard of living. Coupled with the
population is increasing better education and this is promoting a change in preference and taste for more
sophisticated technology products. The demand for goods such as Mobile phones, computers etc is increasing at a
rate of 20% annually. However, the PLC is getting very much shorter to about 6 months. Companies and products
had to innovate at a much faster pace causing major constrain on resources.
Important note: From the Analysis and deduction above the following threats/opportunities are deduced
please number your threats (e.g. T1, T2…) and opportunities (e.g. O1, O2…).
Derived Threat/issue, T1: Demand for innovation by consumers requires more R&D, manufacturing resources etc
Derived Opportunity, O1: There is an increased demand for innovative products from customers, this represents a
new market.
Important note: Statement descriptions of T1, O1 etc must be clear, concise and meaningful statements.
Hint: At times, there may be more than 1 threat or opportunity or both
2.3 SBU Situation Analysis Part 3: Competitor Analysis (Use a table format)
• Identify 2 direct competitors in Singapore. (0.5 pages)
• In the Table for competitors’’ analysis shown below, collect and derive the information required.
Corporate
Social
Responsibility
(CSR) policies
Company
Key
resources
and
capabilities
Distribution
channels
and retail
outlets
Brand
positioning
values
Brand
Pricing
awareness strategies
From Your
firm group
S/W analysis
(refer to
section 2.1 for
information)
Identify and
name
Competitor 1
Identify and
name
Competitor 2
Important note: conduct a 3 companies’ comparative analysis (1.5 pages)
•
•
•
For each column in the table, compare the information of your firm against the 2 competitors.
What issues or problems have you discovered from the 2 competitors against your firm?
How do these affect your firm’s competitive advantage or customers?
•
•
•
•
From the 3 companies comparative analysis derives the 1-2 threats/opportunities:
Important note: Descriptions CT1, CO1 (must be meaningful statement)
Important note: please number your threats (e.g. CT1…) and opportunities (e.g. CO1…).
•
•
•
Threat/issue, CT1 or
Opportunity, CO1
Hint: At times, there may be more than 1 threat or opportunity or both
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