ASSIGNMENT 1: PROJECT – Development And Implementation Of Marketing Strategies

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DEVELOPMENT AND IMPLEMENTATION OF MARKETING STRATEGIES 4

EXECUTIVE SUMMARY

The performance of any business is pegged on the proposed and used marketing strategies. This
report outlines the external and internal environment factors for Pan Pacific Perth. The hotel’s
core business activities, customer base, value and business direction, marketing strategies, and
underperforming services are described. The second part of the report outlines the proposed
marketing strategies and their implementation in a marketing plan.

ASSIGNMENT 1: PROJECT

Task 1

Service
This report focuses on Pan Pacific Perth which is a luxury hotel which offers quality
hotel services and refreshing comfort to business or leisure travellers in Perth. Pan Pacific Perth
is a 5 star hotel located in 207 Adelaide Terrace, Australia. The business is tailored mainly for
business travellers and holidaymakers.

Category:

Description

ASSESSMENT 1 – PROJECT
Research Business Environment
Learner assessment guide and evidence
This assessment requires you to conduct research on the suitability of a product or service for your
workplace or Kalao, further to that it is highly recommended to conduct this marketing plan based
on your business plan assessment.
You are required to do the following.
● Complete Tasks 1, 2, 3 and 4.
● Answer all the questions.
Project scope analysis
Choose a product or service related to your workplace or Kalao, further to that it is highly
recommended to conduct this marketing plan based on your business plan assessment. Check the
suitability of your chosen product or service with your assessor prior to completing the assessment
tasks.
Your assessor will determine if you need to choose an alternative product or service and will explain
the reasons why.
Task 1: Question and answer
● Research information on the internal business environment.
● Respond to the questions.
● You will use your responses in this assessment activity to complete Assessment B.

Q1: What product or service have you selected as the basis for your project?

Q2: Outline your establishment’s core business activities. If you’re not currently employed, list the
core business activities most relevant to the product or service you’ve chosen to promote
from your training environment.

Q3: Define the establishment’s customer base.

Q4: Describe the establishment’s values and current business direction.

Q5: Describe past marketing conducted by the establishment and its effectiveness.

Q6: What products/services are underperforming and what is causing the poor performance?

Task 2: Question and answer
● Research information on the external business environment.
● Respond to the following questions.
● You will use your responses in this assessment activity to complete Assessment B

Q1: Who are your major competitors? (This might be related to your workplace, training
environment or specifically to the product or service you’ve selected.)

Q2: Describe any projected changes in labour force, population or economic activity that may
impact on operations at the establishment or within the industry you’re researching.

Q3: Are there any emerging issues, technologies, customer trends or developments that impact
on operations at the establishment or within the industry you’re researching?

Q4: Are there any legal, ethical, environmental or sustainability constraints that impact on
operations at the establishment or within the industry you’re researching?

 

Task 3: Question and answer
Q1: Complete a SWOT analysis based on the information you’ve provided in Tasks 1 and 2.
Strengths Weaknesses

Opportunities Threats

Task 4: Question and answer
Q1: What sources of information did you use to complete this assessment activity?

 

ASSESSMENT 2 – DEVELOP MARKETING STRATEGIES AND
MARKETING PLAN
PART 1 – Learner assessment guide and evidence
This assessment requires you to develop marketing strategies to promote the product or service you
selected in Assessment A.
You are required to do the following.
● Refer to your responses to Assessment A.
● Read the project scope analysis.
● Answer all the questions.
Project scope analysis
Task 1: Question and answer
● Answer the questions.
● Using your responses to Assessment A, suggest appropriate marketing strategies to promote the
product or service you selected. Make sure they’re consistent with the direction, values and
business plans you defined in Assessment A.
● Explain why you have chosen these strategies and what you hope to achieve by implementing
them. There are numerous options available, so choose the strategies that you think are most
realistic, achievable and financially viable for the establishment.
● Keep your responses to the questions brief; the detail of your strategies will be provided in your
marketing plan.
Q1: List the marketing strategies you would use to promote the product or service you selected in
Assessment A.

Q2: Define the establishment’s or product/service’s USP (unique selling position).

 

Q3: What is your desired market position?

Q4: Define the 7Ps in the marketing mix and how they relate to your strategies.

Q5: List any legal or ethical constraints that apply to your planned marketing strategies.

Q6: If you completed this assessment task in your current workplace, who did you consult with
when developing appropriate strategies for your establishment? If you completed this
assessment task based on a product or service from your training environment, who would
you consult with prior to commencing your marketing plan?

Q7: Describe any technology that might assist you with marketing strategies.

Q8: Outline the costs that may be incurred in implementing the proposed marketing strategies.

PART 2 – Learner assessment guide and evidence
This assessment requires you to develop a marketing plan based on the information you recorded in
Assessment A and the strategies you developed in part 1 of Assessment B.
You are required to do the following.
● Refer to your responses in Assessment A.
● Complete Tasks 1, 2, 3 and 4.
● Answer all the questions.
Task 1: Marketing plan

Marketing plan
template and guide

Your marketing plan
(finalised)

(insert here)

Power Point Presentation

(insert your marketing plan
presentation)

● Use the template provided above
● Use the information you recorded in Assessment A and Assessment B Part 1 to complete each
section of the marketing plan.
● You may adapt or modify sections of the marketing plan template to suit your needs. However,
your completed plan must include the following.
Identification of current and relevant marketing issues
Detailed, realistic implementation and monitoring program
Details of marketing techniques and distribution networks
Opportunities presented by new technologies
● When completing the financial section of the marketing plan, it is not necessary to provide actual
figures or budgets. Simply include a template or list of what you would include if the marketing
plan were completed in full.
● The presentation of your marketing plan must demonstrate your ability to produce accurate, neat
and professional business documentation.
● Save your completed marketing plan, insert in the box above and submit to your assessor.

Task 2: Question and answers
Q1: Who did you consult with during the development of your marketing plan?

Q2: Why is it important to involve others in the planning process?

Task 3: Implement your marketing plan
● Consult with your manager and trainer/assessor regarding implementation of your marketing
plan. Where possible, and authorised by the relevant authority, you are required to implement
and monitor the marketing plan in the workplace or training environment.
● The timeframe for implementation will vary depending on the strategies documented in your
marketing plan. Timeframes should be confirmed with your manager and trainer/assessor prior
to the commencement of this task.
● During the period of implementation and monitoring, evaluate your marketing strategy and plan
against the following criteria.
Consistency with overall marketing direction
Exposure achieved
Penetration of target market
Cost-effectiveness of financial and human resources
Completion of strategy within established timeframe
Recommendations for strategic responses based on evaluation.
● Keep a written record of your observations and evaluation. You will need to refer to these
records when responding to the questions in Task 4.
● If you are not authorised to implement your marketing plan in the workplace, or if you are not
currently employed in a workplace, your assessor will discuss and confirm an alternative
assessment arrangement in a simulated training environment.

Task 4: Question and answer
Q1: Briefly outline the steps you took to implement your plan. If you have not been authorised to
implement your plan in the workplace, outline the steps you would take.

Q2: How did you/would you document each stage of implementation?





Q3: How did you/would you monitor your marketing plan?

Q4: How did you/would you ensure the marketing activities are implemented in a cost-effective
manner?

Q5: What content did you/would you include in your marketing reports to analyse the
effectiveness of marketing strategies?

Q6: Did you need to adjust your marketing plan during the implementation or monitoring stages?
If so, briefly describe the adjustments you made and why. If not, briefly outline under what
circumstances you might need to adjust your marketing plan?

Q7: Who did you inform/would you inform when making adjustments to your marketing plan?

ASSESSMENT 3 – WRITTEN TEST

Trainer Confirmation:
Trainers please confirm students pass rate
YOU WILL HAVE TO SIT A WRITTEN TEST FOR THIS SUBJECT
● You are required to answer all questions correctly.
● 90 min time plus 10 min reading time
● Please fill out and study the Short answers to be ready for the test

Trainer Name: Completed Date: Pass Rate Attained (%)

 

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DEVELOPMENT AND IMPLEMENTATION OF MARKETING STRATEGIES 4

EXECUTIVE SUMMARY

The performance of any business is pegged on the proposed and used marketing strategies. This
report outlines the external and internal environment factors for Pan Pacific Perth. The hotel’s
core business activities, customer base, value and business direction, marketing strategies, and
underperforming services are described. The second part of the report outlines the proposed
marketing strategies and their implementation in a marketing plan.

ASSIGNMENT 1: PROJECT

Task 1

Service
This report focuses on Pan Pacific Perth which is a luxury hotel which offers quality
hotel services and refreshing comfort to business or leisure travellers in Perth. Pan Pacific Perth
is a 5 star hotel located in 207 Adelaide Terrace, Australia. The business is tailored mainly for
business travellers and holidaymakers.

 

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