MMK101 Marketing Fundamentals T1 Assessment Task 2 – Marketing Plan – Individual

Learning Outcomes of MMK101: 

This task allows you to demonstrate your achievement towards the Unit Learning Outcomes (ULOs) which have been aligned to the Deakin Graduate Learning Outcomes (GLOs). Deakin GLOs describe the knowledge and capabilities graduates acquire and can demonstrate on completion of their course. This assessment task is an important tool in determining your achievement of the ULOs. If you do not demonstrate the achievement of the ULOs you will not be successful in this unit. You are advised to familiarise yourself with these ULOs and GLOs as they will inform you on what you are expected to demonstrate for successful completion of this unit.

MMK101 Description Purpose 

This task provides you with opportunities to learn marketing knowledge (GLO1 & ULO1, ULO2); relevant skills (GLO4 & ULO2; GLO3 & ULO3) and understand the complexity faced by organisations operating in dynamic environments and industries (GLO8 & ULO1, ULO2). Marketing knowledge and specific skills are required in the study and practice of marketing in organisations. By completing this task, you will develop your skills in researching, understanding, applying, evaluating, and presenting information required to meet the requirements of this assessment task.  

Note. the focus of assignment 2 is the Business-to-consumer market NOT Business-to-business i.e., selling directly to small businesses for their use (such as restaurants) in the context of a business agreement or contract.

MMK101 Context/Scenario 

The Management of  Gourmet Garden wish to enlist your expertise as a marketing consultant with the task of crafting a comprehensive marketing plan to address their 2025 priorities. 

The overall objectives are to:  

• to improve market penetration, increase the product trial of the Gourmet Garden brand. 
• strengthen Gourmet Garden’s market leader position in the ‘ready to use’ fresh herbs market with a focus on ‘fresh convenience’.    
• Increase Gourmet Garen’s market share.

The goal is to expand the Gourmet Garden brand’s marketplace presence and increase brand awareness of the Gourmet Garden brand amongst your target market (developed in assignment 1). It is crucial for the management of Gourmet Garden to not only achieve its company objectives but also increase its societal objectives by giving back to society through purposeful collaborations (societal marketing initiatives). These purposeful collaborations are aimed at inspiring a positive change in society. For the purpose of this assignment, you must develop one collaboration between Gourmet Garden and one organisation selected from the following: a non-profit organisation (charity) OR community organisation. These collaborations are not profit driven. 

The specific objectives are to:

1. Develop a product strategy aimed at increasing brand recognition and building the brand image of the Gourmet Garden brand. 
2. Identify and analyse Gourmet Garden’s current pricing strategy to assess its effectiveness in driving trial and repeat purchases, ultimately boosting sales volume, enhancing market penetration, and increasing market share.    
3. Develop a multichannel distribution network to increase the Gourmet Garden brand’s visibility and target market accessibility by expanding logistic and distribution channels, thus optimising the Gourmet Garden brand’s in-store presence. Note. Gourmet Garden is already available in Coles, Woolworth and selected IGA (Independent Grocers of Australia) supermarkets.    
4. Further develop the integrated marketing communications (IMC) campaign with a focus on engaging the target market (developed in Assignment 1) and increase brand awareness, brand image and the profile of both the Gourmet Garden brand AND your chosen purposeful collaboration partner. 

MMK101 Specific Requirements:

Assessment 2 is a 1,500-word business report using the template provided. Please do not deviate from the business report structure provided.

In Assignment 2, you are to develop marketing mix strategies (4Ps) which address the company and societal objectives outlined in the previous section.  

How to develop Marketing Mix Strategies 

Guidelines for developing marketing mix strategies are as follows:  

• state the strategy (e.g., digital marketing, specifically social media marketing)
• clearly state how the strategy(s) will be implemented i.e., tactics e.g., which social media platforms – Facebook and Instagram; 
• provide the rationale/justification (reasoning) for your choice using supporting evidence e.g., primary research (based on the MMK101 survey results); and secondary research including journal articles, industry reports, statistics, and relevant marketing theories and concepts;
• recommend suitable marketing metrics that will measure the effectiveness of all your marketing strategies for each of the 4Ps (product, price, placement and promotion) in Section 5.5; and 
• at least two of the marketing mix strategies must be aligned to a UN sustainable development goal. You must justify why the specific SDGs were chosen.