Use marketing theory to outline the strategic components of a Product strategy identified as relevant to creating the value proposition of your chosen product/product line.

Foundation of Marketing Case study B
Case Study, Part B

  • This task directly builds on AP2 as it requires you to use marketing theory to present an in-depth analysis of specific aspects of your chosen Case Study’s marketing strategy (click on the Description tab below for full detail on required content and structure for CSB).
  • A reminder that your Case is ONE (1) branded product, or product line(depending on the operator’s size and scope) produced in Tasmania, that you have chosen as the focus for ALL of your Assessment Tasks.
  • A further reminder that information on how your chosen Case is marketed to a segment of consumers should come from publicly available sources ONLY(e.g., websites, trade journals, industry reports, magazine articles, blogs, reviews, personal observation). The Tasmanian producer of your Case MUST NOT be approached or contacted for information or assistance.
  • FYI –information on COBE’s Late Assessment and Extension Policy is accessible from the relevant link below.

Description
Use marketing theory to discuss the final component of a marketing strategy, that is, a marketing mix. Integrate Case information throughout discussion to demonstrate your understanding of theory applied to a given practical context. Specifically, your CSB should be structured to cover the following content:
Introduction

  • Introduce the marketing concepts that will be addressed in CSB (namely an integrated marketing mix – product, price, placement, and promotion).
  • Briefly re-introduce your Case, its target market and value proposition.

Body

  • Use marketing theory to outline the strategic components of a Product strategy identified as relevant to creating the value proposition of your chosen product/product line. Integrate and apply Case information throughout this discussion to clearly demonstrate your understanding of theory in a practical context.
  • Use marketing theory to outline the strategic components of a Pricing strategy identified as relevant to capturing the value proposition of your chosen product/product line. Integrate and apply Case information throughout this discussion to clearly demonstrate your understanding of theory in a practical context.
  • Use marketing theory to outline the strategic components of a Placement strategy identified as relevant to delivering the value proposition of your chosen product/product line. Integrate and apply Case information throughout this discussion to clearly demonstrate your understanding of theory in a practical context.
  • Use marketing theory to outline the strategic components of a Promotion strategy identified as relevant to communicating the value proposition of your chosen product/product line. Integrate and apply Case information throughout this discussion to clearly demonstrate your understanding of theory in a practical context.

Conclusion

  • Based on analysis of your chosen product/product line’s Marketing Mix, do you believe it sufficiently satisfies the needs of the target market? If not, suggest changes to one or more of the 4P’s, which you believe would lead to greater satisfaction of the target market’s needs.

Presentation

  • CSB should be presented in essay format, using 12-point font with 1.5 or double line spacing.
  • Page numbers should be used.
  • You must ensure that your name, student ID, unit code, Workshop time, tutor’s name (if applicable) AND word count (word count includes in-text citations but NOT the Reference List) are clearly marked on the first page.
  • The prescribed text(Grewal et al., 2021) plus SEVEN (7) academic references(peer-reviewed journal articles) must be used. All sources of Case data should be included, but there is NO specified minimum or maximum number required.
  • Harvard Referencing style MUST be used.
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