Part 1
(Short Question Answering, please refer to text book
attached, all the activities are coming from text book at
end of each chapter, answers can be found in related
chapter. Words in blue are the answers that have been
done, please complete the rest questions. McDonald’s
has been used in most of the question, so use in any
other case as well. Please include reference where
needed, however no requirement on the number of
reference.) Activity 1
A small stationery shop recorded its diary sales for the years 2007 to 2011 in two tables provided Dairy Sales Year Units
sold Sales
value Average
unit
Value Average
unit
profit 2007
2008
2009
2010
2011 135
98
80
48
37 $1,300.75
$988.82
$897.58
$803.3
$421.8 $9.64
$10.09
$11.22
$16.74
$11.4 $5.78
$5.05
$4.82
$7.03
$4.21 Percentage diary Sales by customer age group Age
group 2007 2008 2009 2010 2011 <30
31-50
>51 32%
40%
28% 29%
40%
31% 16%
51%
33% 11%
52%
37% 6%
61%
33% 1. What further information would you need to analyse information on market and
business needs to identify marketing opportunities? Good information is the foundation for good marketing, in order to identify marketing
opportunities three main sources of information will be needed. Firstly, an organisation’s
own record of their performance, in this case is the daily sales report. Secondly, specially
commissioned market research conducted by the organisation itself, in this case is the
percentage diary sales by customer age group. In additional, information from research
organisations will be needed to identify marketing opportunities. Further information can be
get from research organisations including comparative market information, competitor performance, customer requirements, legal requirements, ethical requirements, market
trends and developments, new and emerging markets.
2. What trends are revealed by the diary sales data? Dairy sales report provided us with the units sold, sales value, average unit value and
average unit profit from year 2007 to 2011. Form this report, there is a significant drop in
the number of dairy sold from 2007 to 2011. By looking at the number, we can tell that the
consumer demand of dairy has decreased significantly. For the year 2007, the stationary
shop has the highest sales and highest units sold. For the year 2010 it has the highest
average unit value and average unit profit, even though that number of units sold was only
48, the net profit maintain good. 3. What trends are revealed by the percentage by age group data? The table of percentage diary sales by customer age group provided market shares of three
different age groups from 2007 to 2011. For all time from 2007 to 2011, the age group of 31
to 50 year old hold the major market share and keep increase from year to year. The demand
of dairy has decreased by 22 percent for the age group below 30 years old. On the other
hand, the demand of dairy has increased for the age group above 51 years old. The main
reason of the dramatically decreasing demand of dairy for people below 30 years old is the
technology improving during recent years, young people are changing their habits of using
paper dairy to electronic dairy. 4. You are contracted by an organisation (of your choice) to analyse information on
market and business needs to identify marketing opportunities. Briefly describe the
organisation and its current markets and then present your analysis in the table
provided McDonald’s is one of the best-known fast food restaurant chain all over the world. As one of
the success example of marketing, McDonald’s develops a personality for their organisation,
product and service. Information Analysis Value to the
organization Comparative market
information To compare performances
in different market
segments;
Compare product
popularity in different age
group, Kids, Teenage,
Young Adults and Older
People. Compare performance
and profitability in
different market
segments and plan
accordingly. Customer
performance Follow up what
competitors are doing.
For McDonalds,
competitors including any
other fast food chain, eg.
KFC, Subway ect. Compare and learn from
competitors. Customer
requirements -Collecting feedback
-Survey
-Internet social media
page Legal requirements As nowadays there are
regulations that protect
young kids from fast food.
Make sure that marketing
strategies are not
breaking any regulations.
McDonald’s Corporation
has a clear code of ethics
that governs its business.
Business code of conduct
must be followed while
doing any marketing.
Analysis both positive and
negative trends in the
markets. Understand customers’
requirements to meet the
market demand,
therefore improving
products.
Reveals threats and
opportunities enabling
plans to be made for
both. Ethical requirements Market trends and
developments New emerging
markets
Profitability Sales figures Identify new and
emerging markets, eg.
New products, drinks,
and desserts.
Make sure that products
are profitable. By analysis
the profitability of each
market segment,
maintain profitable
products and remove
unprofitable ones.
Collect sales data from
each market segment and
analysis information. Provides opportunities to
promote the ethics and
integrity of the
organisation into markets
with similar values and
ethics.
Enables the organisation
to take advantage of
positive trends and
minimise the impact of
negative trends.
Allows the organistion to
position itself, ready to
serve these markets
Reveals opportunities to
expand profitable
markets and withdraw
from unprofitable ones. Used in conjunction with
profitability, sales figures
aid planning for future
marketing. Activity 2
1. You are in charge of a research team which has been contracted by an organisation
(of your choice) to research potential new markets and assess opportunities to enter,
shape or influence the market in terms of likely contribution to the business. Using
the organisation’s current markets as a starting point, what information would you
direct your researchers to find?
By finding potential new markets, organisations can improve their sales volume,
growth, market share and profitability. However, before entering new markets researchers need to identify risk of doing this. There are few areas that researcher
could be work on in order to find potential new markets; E-commerce, internet social media Export markets, expanding business overseas Targeting market segments Once a new market has been chosen, there are four main areas need to be looked
into for risk versus benefit analysis; 2. Sales volume of entering new market Growth within the new market The ability of increase Market share by entering into new market Profitability Choose one new market identified by your researchers and analyse the risks and
benefits to the organisation (identified in Activity 2 part 1) of attempting to enter
your chosen market? McDonald’s new market – Online order & home delivery
Benefits Attract potential customers that don’t have transport to go to restaurant Attract potential customers that has tight schedules for meals Improve services speed and reduce communication mistakes as orders can
be place directly by customers online Increase McDonald’s ability to competing with its competitors, therefore
expend their market share Risks Setup cost for the new system Training cost Purchasing new assets for delivery, eg. Motor vehicle Advertisement cost for promote this program Profitability of running this program Activity 3
1. An entrepreneur has asked for your help to explore entrepreneurial, innovative
approaches and creative ideas for their potential business application, and
development into potential marketing opportunities. What questions would you ask
them to give you the background you need to begin your exploration? Understanding the business background is the foundation of explore potential
business application and develop marketing opportunities. To understand their
business background, I have listed below questions to be asked;
I. What is the business current market and how is their performance in this
market? II.
III. 2. 3. Who are their competitors and how is their performance in the market?
Who are the target clients and what are the customer requirements? What are the four main sources of entrepreneurial marketing ideas? New markets for existing products New products Turning ideas into business opportunities Innovative approaches to existing markets Identify one idea suggested by each of these sources, showing how the idea was
developed and analysing its potential for developing into a marketing opportunity,
and showing how it would fit with the entrepreneur’s current business. New markets for existing products
Introducing home delivery into McDonald’s in Australian. Therefore to explore
the new markets of people who has no transport or easy access to McDonald’s
restaurants. New products
Introducing new food and drinks menu to fit the local culture. By doing this
would attract potential customers who like to try new things. Turning ideas into business opportunities
Life has become easier with the technology developing nowadays. The
introducing of smartphone during the past few years has brought plenty of
marking opportunities. McDonald’s is also taking this advantage of new
technology. Their APP on smartphones is letting customers to place their order
using mobile and order will be devilry to them. Innovative approaches to existing markets
Innovative is always important to sustain business. Innovative ideas would bring
new sparkles to the existing business. Ideas including create new menus,
cooperation with other organisations and societies. Activity 4
1. You are the marketing manager of an organisation which is seeking new market
opportunities to realise these goals to: assumption to be made, eg. products, current
sales rev
a. Increase sales by 10% in the next 12 months. b. Penetrate a new market segment. c. Broaden its product mix. Identify a new market opportunity and analyse it, using this Checklist Current Criteria Goals Sales revenue
Profit margins
Staff levels
Staff training
Market segments
Product mix 2. Evaluate the likely impact of this opportunity on current business and customer
base, using these criteria:
a. Knock out factors. b. Return on investment. c. Ethical principles. Activity 5
Your supervisor has asked for your help in the marketing department. You have been
assigned three tasks. 1. Briefly describe the organisation in terms of:
a. Current products. McDonald’s restaurants serve a broad menu at various price points, which
including various choice of food, drinks and dessert. In additional, a
separated McCafé offers various rang of coffee and cakes.
b. Current market segments. McDonald’s restaurants as a leading fast food chain worldwide, they
have the largest fast food market share in the world.
c. Three potential new marketing opportunities which have been
identified by the marketing department. 2. Develop home meal delivery services Introduce healthier food menu and improve public image Introduce make your own burger service Analyse the external factors which could determine the financial viability of
each of the opportunities.
All organisations are facing two external factors in the market environment,
macro and micro (Rix, 2011). Marketing organisations have little or no control
over macro factors such like demography, economic conditions, social and
cultural forces, political and legal forces and technology. On the other hand
organisations have small influence over micro factors, which including
customers, suppliers, marketing middlemen, specific competitors and other
publics. Develop home meal delivery services
McDonald’s has always been loved by big range of customers. By
introducing home meal delivery services, it would increase McDonald’s
competitiveness and expand the share market in the fast food industry. This
approach is financial viability as home meal delivery has been well
developed and used by competitors in the fast food industry. Experience can
be learnt from competitors and system should be quite comprehensive. Introduce healthier food menu and improve public image
By introducing healthier food to McDonald’s menu and McCafe range,
would improve the public image of McDonald’s banding, change their image
from fast food restaurant towards fast services health food restaurant. Introduce make your own burger service
In order to fit customer’s need, it is a good idea to introduce customized
burger service to McDonald’s. However, this approach need to be assessed
to analysis the financial viability and the profitability. 3. Write a report which summarises your analyses and assesses the financial
viability of each opportunity. ?????? Activity 6
The organisation has identified a new marketing opportunity and you have been asked to
determine probable return on investment and potential competitors.
1. What factors must you consider? Cost of entering into new market, including cost of sales, marketing costs.
Revenue of selling the new product, including selling price, predictions on sales.
2. Calculate the probable return on investment for the marketing opportunity which
you identified in question one. Use representative values w Activity 7
You have identified three new marketing opportunities for the organisation and the board
has asked you for a report which shows how you would describe and rank these marketing
opportunities in terms of their viability and likely contribution to the business. 1. Briefly describe the organisation and its current markets. 2. Present your report in a table which compares the three opportunities according to
the criteria which show their viability and contribution to the business. Upload your
answer for assessment. Activity 8
Your client has identified a viable marketing opportunity and has asked you to identify and
document changes needed to current operations to take advantage of this opportunity. 1. Create a brief that you received from your client, giving background information on
their organisation and describing the opportunity (ie create a scenario). Upload your
answer for assessment. 2. Write your report, showing the criteria you have considered and the changes
required in each area. Upload your report for assessment Activity 9 1. What factors does an organisation need to consider to ensure that organisational
changes to service an increased or different customer base include provision for
continued quality of service to existing customers? 2. The organisation has increased its market by 50% by targeting a new suburb and by
introducing deliveries to all customers who spend over $200 in one order. How can
they ensure that they will maintain their current standard of service to their current
customers and to their new ones? Activity 10
1. What resource requirements must be estimated before an organisation enters a new
market? 2. Cost Time – the time taken to adjust to new resource requirements Logistics – how the change can be implemented Knock on effects – the effects on other aspects of the organisation’s business Your manufacturing organisation is deciding whether to expand by introducing a new
product to your existing markets, or to enter the market in a new city with your
existing products. Compare the estimated resource requirements for each potential
market. Activity 11 1. Who are the key stakeholders in any organisation and what information do they need
to ensure that proposed changes to current operations will be viable? 2. The organisation has decided to enter a new market. Draft a memo to the key
stakeholders, describing the new market and show evidence that it is viable in terms
of financial estimates, physical requirements and its effects on the organisation’s
current markets Activity 12
1. What changes can be needed when an organisation takes advantage of new
marketing opportunities? 2. The organisation has committed to developing a new product for its existing markets
and to entering a new market for its existing products. You have been directed to
document the changes needed for one of these markets. Draft the memo which you
would issue in response. Upload your memo for assessment. Part 2
Short questions answering, please refer to text book for
answers. Written Questions
1. How would the Competition and Consumer and jurisdictional state fair trading Acts
affect opportunities to enter one market in which you are interested?
2. What are the provisions of the code of practice for one market or marketing method of
your choice?
3. What is the definition of a market and of a market segment?
4. How does legislation protect consumers from online marketing?
5. What is the marketing approach and how is it different from selling?
6. What are the advantages and disadvantages to an organisation of having a broad
marketing mix
7. How can marketers ensure that their marketing complies with anti-discrimination
legislation when they target minority market segments?
8. How do ethical principles affect decisions about marketing opportunities? Part 3 This is request to be a short report writing, therefore
introduction, body to answer each question (use the question
as subtitle if possible), conclusion are required. Use 2 to 3
reference. One and a half page to two pages length. Projects
Section 1
You are the marketing manager for an organisation. Briefly describe the
organisation, its products or services and its current markets. Identify two
opportunities to enter new market, with current or new products and two
opportunities to introduce new products to your current markets.
Analyse and document these opportunities in terms of:
o their potential contribution to the organisation’s business o their fit with the organisation’s goals and capabilities o likely impact on your current business and customers o external influences on the financial viability of each opportunity o probable return on investment o changes needed to current operations o changes needed to maintain current quality of customer service o resources required to make the necessary changes Communicate your findings and recommendations to the key stakeholders in the
organisation. Section 2
Choose an industry and give detailed explanations of the legislation and codes of
ethics which apply to its marketing activities. Present your findings as a report
which lists all the sources of your information.

 

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