BSBMKG502 – Assignment 1 What you have to do The following marketing assignment has two tasks. Task 1, you need not focus on any one practice, organisation or business. If you are currently employed, then you may structure your responses using examples from that employment; or you may respond using experiences from a previous employment, or a combination of one or more. If you are not employed then your responses would include what you would see as most appropriate for that question, as if you were employed. You may use examples from personal and/or social experiences if relevant to the question. For Task 2, please read the Case study on Dr John, multi-speciality clinic in a newly established suburb of Australia and answer the related questions. Total Word Limit for both the tasks -1000-1500 Words Task 1 Answer the following questions: Question 1 Conduct a situation analysis (internal analysis and external analysis) for any company from your experience or research and identify the strengths, weaknesses, opportunities and threats (SWOT) of for the organization. • You are required to describe the internal environmental factors and external environmental factors that may impact on the organisation before arriving at a SWOT analysis. Question 2 Research about any company of your choice and describe the following strategies adopted by the example company for its products or services. • Segmentation • Targeting • Positioning Question 3 Setting the price is an important step in the development of the marketing plan. Explain the pricing policy used for your own practice or for any company from your research. Briefly explain the reasons or factors affecting the selection of the pricing policy. LA020689 Assignment, Unit BSBMKG502, Ed 2 1 © New South Wales Technical and Further Education Commission, 2016 (TAFE NSW – WSI), Archive version 1, January 2016 Question 4 a. Identify your practices/company’s distribution channel for any products or services offered by them. b. Briefly explain why this channel was the chosen and what effect it has on marketing outcomes. Question 5 Any practice/company would have a ‘marketing mix’ containing components (price, product, place, personality, promotion, people, process, and physical evidence) with some having the 4 P’s others 5 P’s and others 7 P’s. When any one or more of these components change then it potentially impacts on other components. Provide with an example a brief explanation where one (1) component of the marketing mix from your practice/company changed (due to consumer priorities, needs or preferences) and its impact on other components of the marketing mix. 2 LA020689 Assignment, Unit BSBMKG502, Ed 2 © New South Wales Technical and Further Education Commission, 2016 (TAFE NSW – WSI), Archive version 1, January 2016 TASK 2 Please read the case study “Sydney Multi-Speciality Medical Centre” below, and then complete the stated questions in report format for this assessment. Create a Word (or any similar software) document, create a heading for each question and type your answers to each task under the task heading. A reference list or bibliography should be included at the end of the assignment. You will be assessed on how well you interpret each question and how you are able to relate with examples of a product or service applicable for each task. Before submitting your assignments refer to the checklist at the end of this document. You can make any realistic assumptions and use any relevant workplace information in your responses. Answer the following questions: Question 1 Outline three possible marketing objectives for Sydney Multi-Speciality Medical Centre, using SMART principle. Your objectives must include financial and marketing metrics. (Hint: you are allowed to set the figures for this business). Sydney Multi-Speciality Medical Centre Dr John, an established medical practitioner, practising medicine from last 15 years is planning to start a multi-speciality medical centre in a newly established suburb of Sydney which will be named as Sydney Multi-Speciality Medical Centre. He is planning to cater to the needs of dentistry, physiotherapy, general practice radiology and a Laverty all under one roof. Over the years, Dr John has built a great reputation and also got loyal clientele across different areas in Sydney, which is strengthening his confidence to invest in such a high-budget plan. Entry barriers to the industry in this new suburb are tending to be low due to the easy accessibility to all infrastructure and facilities and attractive demographics which includes mostly young families and some percentage of retirees. The number of market entrants can increase in the coming years unless new legislation in the future resulted in stricter rules for initiation of such medical facilities. The Sydney Multi-Speciality Medical Centre’s mission is “To grow through providing excellent medical facilities and better customer service in the industry”. The focus of this statement is on long term growth rather than short term profitability. As a newly-appointed marketing manager for Sydney Multi-Speciality Medical Centre for the local market, your first challenging job is to conduct a comprehensive and an objective review of the marketing activities. Dr John has instructed you to provide appropriate responses and marketing solutions for his new venture based on your investigation into the internal marketing operation and the external marketing environment. LA020689 Assignment, Unit BSBMKG502, Ed 2 3 © New South Wales Technical and Further Education Commission, 2016 (TAFE NSW – WSI), Archive version 1, January 2016 Question 2 As a marketing manager, briefly explain the customer service standards or levels recommended for a newly launched medical centre in order to achieve centre’s marketing objectives. Question 3 a. With an example, link one component of the marketing mix for the medical centre’s marketing objective, target market and positioning. b. Explain how effective this link is for satisfying your target market and why it meets your practice’s strategic and operational marketing objectives. COMPONENT OBJECTIVE TARGET MARKET POSITIONING Question 4 a. Recommend, two techniques/methods which can be used to promote the newly established medical centre among its prospective customers. b. Briefly explain the factors affecting the selection of promotional mix for the medical centre. Question 5 Briefly explain any one method; the centre will use to monitor any one component of the marketing mix ensuring achievement of expected marketing performance. Question 6 Design a flyer for a newspaper advertisement with a relevant content to promote the newly established medical centre. (HINT- Give a vent to your creativity and use any software application, colours, technique as per your expertise to design the flyer.) Checklist I have: • answered all questions in the space provided • clearly identified my answers 4 LA020689 Assignment, Unit BSBMKG502, Ed 2 © New South Wales Technical and Further Education Commission, 2016 (TAFE NSW – WSI), Archive version 1, January 2016