in the instruction

Marketing Mix instruction: You are required to develop a detailed marketing strategy for the introduction (or launch) of a new product or service into the Australian market, Your marketing plan must include detailed analyses of customers and competitors as well as the general marketing environment in addition to a comprehensive positioning strategy. The choice of product or service will depend on your interests, it may be an existing product overseas or your own business idea. *The Product/service to be introduce or launch in Australia is JOLLIBEE FOODS from the Philippines Learning Outcomes: LO1. Conduct and report on market situation analysis, taking into account the ethical implications of marketing proposals; LO2. Working both autonomously and collaboratively, design and evaluate competitive marketing strategies; LO3. Demonstrate an understanding of, and be able to explain, the need for evaluation and reformulation of marketing strategies in local and international contexts. LO4. Differentiate between the various marketing mix tools and select the most appropriate combinations to achieve strategic objectives LO5. Understand and apply the concept of integrated marketing communication, Required text(s) Hooley, Graham J., Brigitte Nicoulaud, and Nigel Piercy. Marketing strategy & competitive positioning, 5th ed. Harlow: Financial Times Prentice Hall, 2012. Assessment Criteria Topic Max. Mark Available Must be/have Marketing Environment 15% Excellent, comprehensive and mature understanding of the marketing environment Customer Analysis 10% Excellent understanding of customers and the major factors which drive them Competitor Analysis 15% Competitor analysis is very complete and extremely well stated, and suited to targeted segment(s) Identification of issues, Positioning and setting of Marketing objectives 25% Very Comprehensive understanding of major issues and their relative importance to strategy. Positioning is extremely well reasoned and justified. Marketing objectives realistic and very comprehensively justified Formulation of Marketing Strategy and implementation 25% Strategy is coherent, well planned and shows excellent creativity. Implementation shows excellent understanding of competitive reality Presentation and research 10% Presentation is excellent, clear concise and compelling. Research is excellent and shows excellent understanding of the market TOTAL 100% IMPORTANT: – Please do the writings in order/according to the topic from the assessment criteria – References must be up-to-date (2012-present) – Additional materials will be upload later

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