MKT301A- Marketing Plan For A Night Club In Canberra

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MKT301A- Marketing Plan For A Night Club In Canberra

EXECUTIVE SUMMARY

Nightclubbing is not a new phenomenon in Australian social life but it has gained importance
especially among the wealthy and rich people. As a result of high disposable income levels
among the Australian working class, customers are willing to pay more for quality services. The
Rum Bar is a classy nightclub located in Canberra and which offers a wide range of clubbing
services and food as well as drinks. The level of competition for nightlife in Canberra is very
high due to presence of large, middle, and small enterprises. Therefore, the success of any
business is pegged on its marketing strategies. A diagnosis of the external environment of the
nightclub industry in Australia indicates that the economic, social, and political status of the
country supports nightlife. However, an enabling business environment in the market attracts
increased competition because companies strive to tap the economic benefits of the social life.
As such, this marketing plan demonstrates and describes the marketing strategies that should be
adopted by the Rum Bar to achieve high market share and increased brand awareness in the
market. Service differentiation is an important marketing strategy to be used to ensure that
customers get the best quality services at premium prices.

Category:

Description

MKT301A/MKG301 – Marketing Strategy
Assessment 3 Information:
Assessment Title: Group Project Report & Presentation
Assessment Number 3/3
Word Count: Maximum 3500 (+/- 10%)
Assessment Weighting: 50%
Group or Individual: Group
Learning Outcomes
addressed:

This assessment addresses student learning
outcomes a, b, c, d, e

Assessment 3 Brief:
Context
APM Bachelor of Business students will act as consultants working for a strategic
marketing consulting firm which was recently contacted by an investment bank in Sydney.
The client wishes to diversify by investing in a marketing project which is unrelated to the
core business.
According to the client, it doesn’t matter if the investment is made in a brand of cookies or
MP3 player, as long as the marketing plan is creative and demonstrates potential. The fact is
that the client is so interested in investing in a compelling marketing plan that it has
contacted a series of consulting firms in the market.
Your group is one of these consulting firms pitching for the job!!!
Your role as a consultant is to pitch your marketing plan to a panel which will then assess
the attractiveness and relevance of your plan (see marking criteria).

www.cdssecurity.com.au/services/consultancy

MKT301A.MKG301 Assessment 3 Brief 20161112.Docx Page 2 of 11
Assignment Structure

I) Marketing Plan Report
Students will prepare a full length marketing plan for a branded product/service of their
choice. The brand has to be of an existing company and can be operating either on a local
or global scale.
The plan will be divided into 4 phases:
Phase I: Brand Diagnosis
Phase II: Marketing Strategy
Phase III: Marketing Plan
Phase IV: Marketing Metrics
a) Phase I: Brand Diagnosis
Students will conduct an in-depth analysis of the industry in which their brand competes
by applying frameworks and other tools and concepts learned in the course. The
objective of this process is to understand the current situation of the brand versus
competitors and unveil opportunities. This phase may involve some field work such as
visiting retail stores and conducting interviews with consumers.
Potential questions you may want to ask during this phase are:
1. Who is the brand’s target consumer?
2. Is the brand growing or losing market share?
3. What is the competition doing?
4. Is the brand’s Marketing Mix (4 P’s/ 7P’s) consistent with the brand’s positioning?
5. What are some of the strengths & weaknesses (SWOT Analysis) of the brand?
6. What are some of the opportunities & threats (SWOT) for the brand?

http://www.kpipartners.com/consulting/

MKT301A.MKG301 Assessment 3 Brief 20161112.Docx Page 3 of 11
b) Phase II: Marketing Strategy
Once students have concluded their diagnosis, they will use the results of their
analysis to come up with a Marketing Strategy. This Strategy will be the blueprint for
success. It will summarise what the students will want to achieve with their brand. A
good idea is to read the section on “Three levels of Strategy: Similar Components
but different issues” on page 8 of the prescribed text book “Marketing Strategy – A
Decision-Focused Approach”.
Potential questions you may want to ask during this phase are:
1. Does the brand need to be repositioned?
2. Does the brand need to seize a different target group?
3. What resources will the brand require to achieve objectives?
4. Where do you want the brand to be in the short/mid/long-term?

http://artslinkqld.com.au/marketingplans

MKT301A.MKG301 Assessment 3 Brief 20161112.Docx Page 4 of 11
c) Phase III: Marketing Plan
The Marketing Plan will demonstrate how students will achieve their Marketing
Strategy. This is a very creative part of the project in which the group will have a
chance to come full circle and create great solutions for their brands. Special focus will
have to be paid to the Marketing Mix (4P’s / 7P’s) in this phase.
Potential questions you may want to ask during this phase are:
1. What can be done in terms of promotion?
2. What can be done in terms of product/service features?
3. What can be done in terms of pricing?
4. What can be done in terms of distribution (place)?
5. What can be done in terms of physical evidence (services)?
6. What can be done in terms of people (services)?
7. What can be done in terms of processes (services)?

http://mashable.com/2012/07/27/marketing-metrics/

MKT301A.MKG301 Assessment 3 Brief 20161112.Docx Page 5 of 11
d) Phase III: Marketing Metrics
Every marketing plan must have objectives that are quantifiable. Whether a plan is
focused in increasing market share, brand awareness or sales, for example, it should
contain a list of metrics to be implemented as soon as the plan is executed. Doing so,
will help the organisation track and measure each aspect of brand performance vs. the
competition and internal objectives.
Examples of Marketing Metrics:
1. Market Share (%),
2. Sales Volume (units),
3. Brand Awareness (%),
4. Profitability ($),
5. Customer Satisfaction (%) etc…

http://doups3.hubpages.com/hub/KPI-Reporting

MKT301A.MKG301 Assessment 3 Brief 20161112.Docx Page 6 of 11
II) Report Structure
Students will hand in their Marketing Plan in a report format, with the following headings:

1. Executive Summary
2. Introduction
3. Brand Diagnosis
o The brand (Product/Service)
o Industry Analysis (include any frameworks that you applied) eg: Porter’s 5
Forces, SWOT, BCG Matrix etc…
o Competitor Assessment
4. Marketing Strategy
o What you want to achieve with the brand
5. Marketing Plan
o Brand initiatives
6. Marketing Metrics
o Include list of metrics (justify reasons why)
7. Conclusion

MKT301A.MKG301 Assessment 3 Brief 20161112.Docx Page 7 of 11
III) Presentation
Marketing consultants/professionals must be prepared to present their ideas in a clear and
professional manner. On Campus students will present in class. Online students will submit
their presentation onto the portal.

http://www.sliderocket.com/blog/2010/05/sliderocket-presentation-tip-6-best-practices-in-sales-presentation-delivery/

Presentation Duration: The presentation should have no more than10 minutes with no
more than 15 slides. Please be very careful in crafting your ideas (Please refer to the book
The Pyramid Principle: Logic in Writing and Thinking by Barbara Minto for tips on how to
present your ideas more clearly).
Presentations will take place in week 11.
In addition to providing your lecturer with a hard copy, please submit one copy of your report
and presentation by uploading the files onto the online portal. Please limit one copy of the
report and presentation per group.

MKT301A.MKG301 Assessment 3 Brief 20161112.Docx Page 8 of 11
IV) Group Allocation & Team Charter:
 Students are responsible for formulating their groups within the first 3 weeks.
 In week 3, students will complete a Team Charter (see appendix). They will have to input
the following pieces of information:
o Team name
o Team leader’s name
o Participant’s names and defined roles within group (students have to fill-out a
brief description of their role in the team).
o Brand of Product/Service of the Marketing Plan
o Students will sign the team charter and return it to the lecturer on week 4.

V) Consultation time:
 For On Campus students, I will allocate the final 30 minutes of every tutorial for
consultation with students.
 By week 5, students must present an outline of their report to the lecturer to review.

VI) Academic resources:
 APM College has a series of supporting services. Be sure to attend the writing
techniques workshop for report writing. For additional information, please refer to THINK
CLASS.
VII) Additional Information:
 Please note that plagiarism will result in a zero mark being awarded for this project.
 Please ensure you follow the HARVARD REFERENCING GUIDELINES.
 Please adhere to the word limit.

MKT301A.MKG301 Assessment 3 Brief 20161112.Docx Page 9 of 11
APPENDIX

MKT301A TEAM CHARTER

This team charter must be completed, signed by all team members and submitted
via e-mail to the lecturer on week 3.

Group Name: ___________________________
Product/Service Brand: ___________________
Team Leader: ______________________
Group Members: Individual Roles:
1) ___________________________ __________________________
2) ___________________________ __________________________
3) ___________________________ __________________________
4) ___________________________ __________________________
5) ___________________________ __________________________

Signatures: Date:
1) ___________________________ ______/______/______
2) ___________________________ ______/______/______
3) ___________________________ ______/______/______
4) ___________________________ ______/______/______
5) ___________________________ ______/______/______

MKT301A – Marketing Strategy

MKT301A.MKG301 Assessment 3 Brief 20161112.Docx Page 10 of 11

Marketing Plan Presentation – Marking Guide

Date: ____/____/____
Group Name: ______________________
Brand Name: ______________________
Team Members:
1) ____________________ 3) ___________________
2) ____________________ 4) ___________________

MARKING CRITERIA

REPORT TOPIC PERCENTAGE MARKS

AWARDED TOTAL

Executive Summary 5% /5
Introduction 5% /5
Brand Diagnosis 10% /10
Marketing Strategy 10% /10
Marketing Plan 10% /10
Marketing Metrics 10% /10
Conclusion 5% /5
Referencing 5% /5
Total Marketing Plan 60% /60 /60
PRESENTATION TOPIC PERCENTAGE MARKS

AWARDED TOTAL

Presentation Flow (Logic Sequence of

Ideas) 10% /10
Brand Diagnosis (Problem Identification) 10% /10
Use of Resources (Graphs, Visuals, etc…) 10% /10
Marketing Plan (Creativity of Ideas) 10% /10

Presentation 40% /40 /40
TOTAL MARKS 100% /100 /100

MKT301A.MKG301 Assessment 3 Brief 20161112.Docx Page 11 of 11
Comments:
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END OF BRIEF

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MKT301A- Marketing Plan For A Night Club In Canberra

EXECUTIVE SUMMARY

Nightclubbing is not a new phenomenon in Australian social life but it has gained importance
especially among the wealthy and rich people. As a result of high disposable income levels
among the Australian working class, customers are willing to pay more for quality services. The
Rum Bar is a classy nightclub located in Canberra and which offers a wide range of clubbing
services and food as well as drinks. The level of competition for nightlife in Canberra is very
high due to presence of large, middle, and small enterprises. Therefore, the success of any
business is pegged on its marketing strategies. A diagnosis of the external environment of the
nightclub industry in Australia indicates that the economic, social, and political status of the
country supports nightlife. However, an enabling business environment in the market attracts
increased competition because companies strive to tap the economic benefits of the social life.
As such, this marketing plan demonstrates and describes the marketing strategies that should be
adopted by the Rum Bar to achieve high market share and increased brand awareness in the
market. Service differentiation is an important marketing strategy to be used to ensure that
customers get the best quality services at premium prices………..

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