MKG201 – Business-to-Business Marketing

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MKG201 – Business-to-Business Marketing

Executive Summary

This report explores B2B process of the mining industry. Using the case of BHP, one of the
leading mining companies in Australia, the report finds that BHP is a leading player in the
mining industry, with operations spread in different countries. The report finds that the mining
industry is highly competitive with many players although it is dominated by few major
companies like BHP and Rio Tinto. In addition, the industry is affected by political, economic,
social and technological factors. Major customers are companies that use minerals to produce
end-user products. The industry is also highly segmented according to activities, minerals, and
mining method. The buyer behavior still follows the traditional B2B model of Reach-
Acquisition-Conversion-Retention-Loyalty, which also defines business relations.

Category:

Description

ASSESSMENT 1 BRIEF

Subject Code and Title MKG201 – Business-to-Business Marketing
Assessment B2B Diagnostic Report
Individual/Group Individual
Length 1800 Words +/-10%
Learning Outcomes a) Apply the key principles of business-to-business (B2B)

marketing.
b) Identify the differences between business-to-business
(B2B) and business-to-consumer (B2C) marketing.
c) Discuss the importance of developing strong business
relationships between the organisation and business
clients.
d) Demonstrate how the marketing mix is used in B2B
marketing.

Submission Due by 11:55pm AEST/AEDT Sunday of Module 3 (Week 6)
Weighting 40%
Total Marks 100 marks

Context
The outcome of this report is a diagnosis of the marketing situation (situation analysis) for a B2B
product or service. In conducting this diagnostic report into the marketing context of a B2B product
or service provider, you will develop industry relevant skills to:
 Develop, integrate, and evaluate broad business theoretical and technical knowledge, in the
marketing business environment.

MKG201 – Business-to-Business Marketing.

 Apply research skills, appropriate to the qualification.
 Recognise and analyse business operations, challenges, and innovations and identify and
assess business solutions.
Instructions
First, you must find a company that operates in an area or industry of your interest. Once you have
located a company, you will be required to select one of their real-life B2B products or services, to
use in your report.

MKG201_Assessment 1_Diagnostic report_M3 Page 2 of 7
For your future assessments, 2 and 3 (marketing plan and presentation), you will get the chance to
work in groups. At that point, your group will need to select a company, from those presented in
assessment 1.
For this reason, your assessment 1 diagnostic report must be detailed and in-depth, in case it is
chosen by your future group, in assessments 2 and 3.
Once you have chosen your company and your product, your task is as follows:
1. Describe the background of the product and company – aspects to consider, could be the
historical background of the product/company, such as brand, mission and vision.
2. Explain the product details – this includes all aspects of the product, such as features,
technical aspects, benefits to customers, varieties, etc.
3. Analyse the relevant market situation that includes industry analysis, competitors, and
market trends – this includes the micro (company, suppliers, intermediaries, customers,
competitors and publics) and macro (political, economic, social, and technological) analysis.
The other elements to include, could be competitors and other market trends.
4. Analyse the market segmentation of this product – this includes the basis of segmentation
for your product, with a clear section identified.
5. Explain the importance of relationships in this industry – A comprehensive relationship
management analysis should be included to show the importance of relationship in this
industry.
6. Explain the buying behaviour in this industry – your explanation should include the buying
process in this industry and the relevant factors that affect buying behaviour.
The Report Format
The report format is very important. It should be reflective of a formal report that would be used in
a professional business setting.
The report must include:
A) A reference list – note, this is not a bibliography – and;
B) In-text references and citations, in accordance with the College guidelines (I.e. APA referencing
style).
Below is an example of the formatting required:

The Example Report Format
Title Page
Table of Contents

MKG201_Assessment 1_Diagnostic report_M3 Page 3 of 7
Executive Summary – this is an overview of the major points in your report. Ideally, the reader should
be able to get a good understanding of the key concepts that can be found in your report, just by
reading this section.
Note: The above-mentioned sections are not included in the assessment word count!
1.0 Background
1.1 Company history
1.2 Mission
1.3 The brand
1.4 The product and services – tell us about the features and how this benefits customers.
How does this product/service meet the needs of the business, and why do you propose it
is (or will be) successful?

2.0 Situational analysis – this is your starting point. This is where you critically describe where things
are at the moment – i.e. your current business situation.
2.1 Environment – Political, Economic, Social, Technological – the ‘big picture’ trends that
affect your company and it’s marketing activities.
2.2 Market – Current size and expected growth, in the market in which you will compete.
2.3 Competition – Description of major competitors – include size, market share, key product
lines, and marketing activities, particularly online.
2.4 Customers – Description of current or target customer base, i.e. an analysis of wants and
needs.

3.0 Market segmentation – Define segments, based on existing and potential customers. Identify the
target market for this particular product/service. The basis for segmentation could be based on:
geography, company size, digital media or the use of specific technology, various products, or
brands.
4.0 Relationships – Explain the importance of relationships. Think about the sales force and specific

relationship-building activities, both before and after purchase. Consider the B2B customer life-
cycle (Reach-Acquisition-Conversion-Retention-Loyalty) and the types of activities that will both,

engage customers and strengthen relationships that result in greater lifetime value.
5.0 Buyer Behaviour – Buying processes and factors affecting buyer behaviour.
Conclusion – A good conclusion should summarise your key relevant points. Do not introduce any
new concepts here! You want to remind us of why your argument is relevant and what reasoning,
decision or judgement you came to, based on the research you undertook.
References – Remember, this must be in the APA referencing style!

Submission Instructions
Submit your final report via the Assessment Items and Submission link in the main navigation menu.
The learning facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback can
be viewed in My Grades. MKG201 – Business-to-Business Marketing.

Learning Rubric: Assessment 1 B2B Diagnostic Report
Assessment
Attributes

Fail (Unacceptable)
0-49%

Pass
(Functional)
50-64%

Credit
(Proficient)
65-74%

Distinction
(Advanced)
75 -84%

High Distinction
(Exceptional)
85-100%

Writing structure
5%

The writing structure is
confusing/difficult to
understand

The writing structure is
easy to understand.
However, the structure
still contains some
confusing elements

The writing is well-
structured, within a

limited language
framework

The writing is well-
structured, with language

features used
appropriately
Limited jargon from the
subject has been used

The writing is well-
structured, with

language features used
appropriately
Appropriate jargon from
the subject has been
used effectively

Writing style
5%

The writing is
inappropriate, with
unacceptable language
errors, such as grammar
and spelling
First person language is
used

The writing contains a
weak introduction, with
few grammatical and
spelling mistakes

Headers and sub-
headers have been used,

however the structure is
confusing
The writing is excessively
less or more than the
word limit

The writing contains an
adequate introduction,
although this could be
stronger
Minor language mistakes
detected
Headers and sub-headers
have been used

The writing contains a
strong introduction
Does not contain
language mistakes
Headers and sub-headers
have been used
Contains title page and
table of contents

The writing contains a
strong introduction and
sophisticated analysis

Headers and sub-
headers have been used

Contains title page and
table of contents
The writing indicates a
wide range of materials
have been used.

Referencing – In-text
references and
reference list
10%

No effort to write in-
text references or

reference list

In-text references and a
reference list have been
provided

In-text references and a
reference list have been
provided
However, the APA style
requires adjustment

In-text references and a
reference list have been
provided

In-text references and
reference list have been
appropriately provided
according to the APA
referencing style

MKG201_Assessment 1_Diagnostic report_M3 Page 6 of 7

However, there is no
effort to write according
to APA style

APA style has been
employed with minor
errors

Product and
company details
15%

Product and company

details are not well-
articulated

There is no effort to
explain product and
company details
comprehensively

Product and company
details have been
explained
However, some
important details are
still missing

Product and company
details have been
explained
Data is confusing
A few details are missing

Product and company

details are well-
articulated

Data has been used
effectively
However, some elements
are still vague

Relevant product and
company details have
been explained
comprehensively
Data has been used
effectively

Situational analysis
15%

Situational analysis is
unclear
There are a lot of
missing elements
The use of data and
concept is very limited

All relevant elements of
situational analysis have
been explained
The use of data and
concept is still limited

All relevant elements of
situational analysis have
been explained
Data and concept have
been attempted
However, there are still
confusing elements

All relevant elements of
situational analysis have
been explained
Data and concept have
been used effectively
There may be a few
vague elements

Situational analysis has
been outlined
comprehensively
Researched data clearly
shows how the business
environment affects the
industry/organisation
Relevant
concepts/theories have
been used

Market
segmentation
15%

Market segmentation is
unclear
The work does not
display an acceptable
grasp of segmentation
knowledge

Market segmentation
has been outlined.
However, the effort is
still limited
The work has not
displayed a
comprehensive analysis

Market segmentation has
been outlined
comprehensively, however
is missing a few elements

Market segmentation has
been comprehensively
outlined
Theories/concepts have
been attempted

Market segmentation
has been analysed
comprehensively
Relevant
concepts/theories have
been used effectively

MKG201_Assessment 1_Diagnostic report_M3 Page 7 of 7
Relationship
management
15%

The work does not
display an
understanding of
relationship
management in B2B
marketing

Relationship
management has been
analysed
The importance of
relationship
management in B2B
marketing has been
analysed
But it does not display a
comprehensive analysis

Relationship management
has been analysed
comprehensively, however
is missing a few elements

Relationship
management has been
analysed
comprehensively
Theories/concepts have
been attempted

Relationship
management has been
explained
comprehensively leading
to the importance of
relationships
Relevant
concepts/theories have
been used
Data has been used to
support argument

Buying behaviour
20%

The work does not
display an
understanding of
buying behaviour in
B2B marketing and is
frequently confused
with consumer market
buying behaviour

B2B buying behaviour
has been analysed,
however is prone to
confusion with consumer
market buying behaviour

B2B buying behaviour has
been analysed
comprehensively,
however is missing a few
elements

B2B buying behaviour
has been analysed
comprehensively
Theories/concepts have
been attempted
Data has been used to
support the argument
Elements regarding how
purchase is affected
comes across vague

B2B buying behaviour
has been explained
comprehensively
Relevant
concepts/theories have
been used
Data has been used to
support the argument
Relevant factors
affecting purchase have
been analysed
comprehensively

=====================================================================================

MKG201 – Business-to-Business Marketing

Executive Summary

This report explores B2B process of the mining industry. Using the case of BHP, one of the
leading mining companies in Australia, the report finds that BHP is a leading player in the
mining industry, with operations spread in different countries. The report finds that the mining
industry is highly competitive with many players although it is dominated by few major
companies like BHP and Rio Tinto. In addition, the industry is affected by political, economic,
social and technological factors. Major customers are companies that use minerals to produce
end-user products. The industry is also highly segmented according to activities, minerals, and
mining method. The buyer behavior still follows the traditional B2B model of Reach-
Acquisition-Conversion-Retention-Loyalty, which also defines business relations…..

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