S121 MKT501 Assignment 3 Brief

S121 MKT501 Page 1

CHARLES DARWIN UNIVERSITY Asia Pacific College of Business and Law

Assignment 3: Marketing Plan – part 2

Due Date: Week 12, Sunday midnight (Darwin time)

Value: 40%

Length: 2,500 – 3,000 words

Preparation: ▪ Participation in lectures and tutorials week 6 to week 12

▪ Engaging with the learning activities and provided material.

▪ Independent research on relevant marketing mix aspects within the targeted market for the business case.

Presentation: • Professional business report

• Cover page is NOT required, just add a header and footer to indicate

your name, student number, study location and, the unit

information (unit code and name).

• Assignments are to be typed, with one and a half line spacing, and a

12-point font size. Please also allow for page margins of at least 2cm

each. Overall, adopt a professional approach.

S121 MKT501, Assessment 3 Page 2

Task Details

Task Based on assignment 1 and 2, you now have a good understanding of your business and the new market. Please make sure that you reviewed all feedback given to you, as this could be valuable for the final assignment. If you have any questions or would like to discuss previous assignment feedback, please contact your lecturer.

For assignment 3, you will develop an international marketing strategy that will enable your firm to make an informed decision on how to pursue product, price, promotion and distribution strategy when entering Indonesia market. Essential for this is to define potential customer segments and develop a positioning and differentiation strategy.

Particulars:

▪ Develop a segmentation, targeting, positioning, and differentiation (STPD) analysis

▪ Develop a marketing mix strategy based on the 4Ps (product, price, promotion, place/distribution)

Remember: Your previous assignments build the basis for the final assessment item. Information on, for example, the market or competitors are likely to influence or determine aspects of your international marketing mix strategy.

Please note: You need to research appropriate data and resources from a range of credible sources. This can include (but not exclusively) country and government information, industry data and reports, reports from respectable consultancy companies, professional media outlets, as well as academic journals and books. The quality and relevance of the used sources is likely to have a huge influence on the quality of your report. If in doubt, ask your lecturer.

Assessment criteria (incl. weighting)

STPD strategy (max 30 marks):

Develop and justify a STPD strategy that the company should adopt for the Indonesia market. This will demonstrate your in-depth understanding of the consumer market in Indonesia as well as the competitive environment. Resultantly you are developing an appropriate segmentation, targeting, positioning, and differentiation strategy. (quality of STPD, relevance and justification)

International marketing mix strategy (max 60 marks; 15 each):

Develop and critically discuss an international marketing mix strategy for the market based on your research. Focus on the 4Ps, product, price, promotion, and distribution (place). (quality and depth of international marketing mix strategy, relevance and justification)

S121 MKT501, Assessment 3 Page 3

Written report and referencing (max 10 marks):

Paper is written in a report style and structured to support argumentation and readability; contains correct spelling and grammar; within the word limit. Application of the CDU Harvard referencing style guide for in-text citation and reference list. (clarity of report structure, flow and readability, quality of writing, word limit, correct format of references and reference list)

Penalties Late Submission

Late assignments will lose 5% of the available marks each day (or part thereof).

Plagiarism

You are to identify the sources of any ideas and words in your assignment that are not yours. Unattributed materials may not be included in the consideration of your assignment and serious cases of academic misconduct will be handled in accordance with the Student Complaints Management Process.