Professional Documents
Culture Documents
Workbook Semester 2022
Workbook Semester 2022
Workbook Semester 2022
Getting Started
Marketing Manager
Name: ____________________________________________________________________
Email: _____________________________________________________________________
Phone: ____________________________________________________________________
Product Manager
Name: ____________________________________________________________________
Email: _____________________________________________________________________
Phone: ____________________________________________________________________
Pricing Manager
Name: ____________________________________________________________________
Email: _____________________________________________________________________
Phone: ____________________________________________________________________
Distribution Manager
Name: ____________________________________________________________________
Email: _____________________________________________________________________
Phone: ____________________________________________________________________
Project Manager
Name: ____________________________________________________________________
Email: _____________________________________________________________________
Phone: ____________________________________________________________________
Market need
PEST
SWOT
Marketing Segmentation
Marketing objectives
Marketing metrics
Distribution strategy
Other:
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Assessment 2: Marketday 1 Checklist
Team member(s)
Task responsible
Pre-Market Day 1
Market Day 1
Post Market
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Day 1
Week 1
ROLE
The Marketing Manager is a leadership position within the business being established. This position will
provide leadership of the overall marketing function being undertaken by the business and is responsible
for the development of an effective, cost-efficient marketing pitch. The pitch must demonstrate a detailed
and objective understanding of the business and the market in which it operates.
DUTIES
The Marketing Manager oversees:
Setting marketing goals for the business (considering internal resources and market opportunities);
Planning and execution of activities to meet these goals;
Measurement of progress toward the achievement of goals; and
Marketing team processes and outputs.
Compliance with all occupational health and safety requirements.
KEY ATTRIBUTES
The Marketing Manager should possess the following attributes:
Relational and leadership skills to work collaboratively with colleagues, including delegation;
A strong understanding of all aspects of the marketing mix (including product development, pricing,
promotion and distribution);
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Ability to think innovatively and objectively;
The ability to multi-task and monitor activities of team members;
Strong interpersonal skills and confidence in taking control of any given situation; and
Be a team player.
Week 1
ROLE
The Product Manager forms an integral part of the leadership team within the business being established.
This position will provide leadership in the development of the core product or service being created and
marketed by the company. The Product Manager will be the conduit between the market and all aspects of
the marketing mix, including product, pricing, promotions, distribution and marketing.
DUTIES
The Product Manager will determine:
KEY ATTRIBUTES
The Product Manager should possess the following attributes:
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Week 1
ROLE
The Pricing Manager forms an integral part of the leadership team within the business being established.
This position will provide leadership in relation to the price point and relevant strategies that are
implemented for the product/service developed.
DUTIES
The Pricing manager will determine:
The demand type for the product classification in the selected target market
How pricing will achieve the marketing objectives (Increase sales, gain more customers, create
positioning)
The overall pricing strategy (Premium, competitive or budget)
New product pricing (Price skimming or penetration pricing)
The breakeven point
The impact of the stage of the PLC
Price consistency with the rest of the marketing mix
Any discounts
The VALUE that pricing offers customers (and whether benefits outweigh the costs)
KEY ATTRIBUTES
The Pricing Manager should possess the following attributes:
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Week 1
ROLE
The Distribution Manager forms an integral part of the leadership team within the business being
established. This position has responsibility for the development of the online sales space at the online
market day.
DUTIES
The Distribution Manager will determine:
KEY ATTRIBUTES
The Distribution Manager should possess the following attributes:
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Week 1
ROLE
The Project Manager forms an integral part of the leadership team within the A business being
established. This position has responsibility for overseeing the whole A experience and ensuring
accountability for all elements related to A. The Project Manager will take leadership of organising the
team and ultimate responsibility for overseeing the compliance and delivery of all things related to A.
DUTIES
The Project Manager will determine:
Team adherence to all compliance elements related to such as OHS and stall design;
And facilitate, all meetings and internal communication formats, platforms and regularity;
Determining ethical protocols within the team such as equal respect for all team members;
Determining ethical protocols for product and stall development;
The overall project management and timing management in the leadup to ;
The level and facilitation of support required for the other members in the leadership team
to complete their roles;
Methods for group cohesion and mitigating group conflict.
KEY ATTRIBUTES
The Project Manager should possess the following attributes:
Week 1
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The Customer Experience Manager forms an integral part of the leadership team within the A business
being established. This position provides the visible face to the company and the product/service being
developed. The company’s market visibility is managed by the Customer Experience Manager in
conjunction with other management team members.
DUTIES
The Customer Experience Manager will determine:
KEY ATTRIBUTES
The Customer Experience Manager should possess the following attributes:
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Week 1: Personal Reflection
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Week 2
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Week 2
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Week 2
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Week 2: Personal Reflection
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Week 3
Situation Analysis
PEST Analysis
All businesses need to determine how the micro and macro environment will impact upon their
performance in the marketplace. The PEST takes into consideration the following elements:
Political/Legal
Economic
Socio-cultural
Technology
Use real world and past data to identify trends and issues that will impact your business.
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Week 3
Situation Analysis
SWOT
Using the information in the PEST and your knowledge of your marketing team/company, summarise the
key factors influencing the firm and market. What are the critical issues facing the success of your
product?
Strengths Weaknesses
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Opportunities Threats
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Week 4
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Week 4
Forecasting Demand
Example 1
Imagine that the Census Report shows the size of the total market as 163.
Primary research conducted (e.g., market research performed in the lecture) has indicated that 90% of this total
market would buy the product (a).
The male segment is being targeted, which constitutes 45% of the potential market (b).
The demand for the product should be high due to few competitors (e.g., based on current Business Profiles) and
the anticipated heat of the market day, therefore each member of the target market is expected to buy at least one
unit per market day (c).
The average market share for food and beverages industries (e.g., based on Previous Business Results, Industry
Profiles) is 33% (d).
Total market: 163 (Census and Tourist)
Market potential (a): 146
Target Market (b): 45% of (a) = 66
Product frequency per person (c): 2 (one at each market day)
Estimated market share (d): 33%
Sales projection: (b) x (c) x (d)
= 66 x 2 x .33 = 44 drinks
Example 2
Imagine, according to the Census Report, the size of the total market is 229.
Of this total market, only females will purchase the product and according to the Census Report, they comprise 63%
of the total market (a).
The segment being targeted is young, aged between 18 to 24, which constitutes 85% of the potential market (b).
This is a unique product and according to the literature concerning luxury items, it probably represents a one-off
purchase, especially given the higher price that will be charged. Considering this, each member of the target market
is expected to buy only one unit (c).
Estimated market share is 40%, based on the Previous Business Results data (d).
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= 122 x 1 x .40 = 49 units
Week 4
Forecasting Demand
Price Sensitivity
How price-sensitive* is the market for your type of product? _____________________________________
Costs
Make sure you open your budget template – you should have already started putting items into this excel
spreadsheet such as product supplies, packaging, stall cost, salaries.
Breakeven calculator
The following elements need to be considered. Add relevant items into the online break-even calculator
available at http://www.dinkytown.net/java/BreakEven.html.
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Week 4: Personal Reflection
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Week 5
The Market
Using the census, tourist census and real word data develop a description for a minimum 3 segments.
Geographical
description
Demographic
description
Psychographi
c description
Behavioural
description
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Week 5
Positioning
Write a positioning statement for your team's product (good or service) for the target market selected
using the following as a guide.
To ______________________________, ___________________________
(Primary Target market) (Your business)
Logo
Use the space blow to mock up some logos that communicate your business and brand personality.
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Week 5: Personal Reflection
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Week 6
Experiential Marketing
Distribution strategy
Remember distribution channels can be conventional, vertical or horizontal and distribution intensity can be
intensive, exclusive or selective.
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Week 6
Competitor Analysis
The marketplace includes a variety of businesses with a vast array of different products and services
available for n citizens to consume. Businesses will find that they have direct and indirect competitors in
the marketplace for their products.
In Week 4 teams registered their businesses. Through analysis of this dataset, your business will have a
greater understanding of who you are competing against.
Type of competitor
(direct or indirect)
Potential strengths
Potential weaknesses
Competitive advantage
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Week 6
Online design
Use the following pages to brainstorm online designs.
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Week 6
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Week 6
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Week 6: Personal Reflection
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Week 7
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Week 7: Personal Reflection
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Week 8
BRANDING STRATEGY
What are your brand criteria?
CRITERIA DESCRIPTION
Memorable
Meaningful
Likable
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Week 8
Marketing Communication
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Week 8: Personal Reflection
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Week 9
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Week 9
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Week 9: Personal Reflection
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