MKTG6600
Group Assignment
Outine
PART 1.1: Environmental analyses （Porter’s 5+ SWOT）
Northern Beaches, Sydney, NSW Australia:
-Make a full external, and internal analyses for the industry market
-Make full competition and company analyses:
-E.g., make an industry/market size assessment for similar charities in Sydney and/or Australia that may be a competition to One Meals.
-Your recommendations should be based on these analyses
NOTE：use The Strategic Tools on Canvas to select the most appropriate and sophisticated analyses
PART 1.2: Important elements and resources
Analyses in Part 1 may comprise (as a guideline):
Product/service at the current state overall (the brand/the product at hand): Show how well you understood what the company is "really" selling/doing. What kind of a need does the company cover?
Macro and micro environmental analyses:
Including but not limited to full external, competition and internal analyses and industry market. See relevant Canvas modules and go over all strategic tools to see which one/s to use.
Market (industry) size assessment:
With primary data (using chain ratio method) as explained in the Canvas modules and with secondary data via online resources on the internet; finally comparing both.
For secondary data, go to e-library to get country, industry and company information via Factiva etc. See under the Home page the library resources and get a librarian to help you with your investigation. (Allow enough time for this).
What to do and why?
Based on your analyses make an informed recommendation to the client, This must be a well-versed decision with persuasive criteria.
PART 2: Marketing strategy steps
-2.1 Decisions on product segmenting, targeting and positioning within the target market, potential audiences to increase donation and voluntary inclusion via participation etc.
-2.2 Recommend if there is a need for partners and why and for which tasks re distribution, etc.(only if relevant and if One Meals is not already doing). Recommend any potential tasks & partners:
-Provide company/names from and why these partners will fit, etc...
-2.3 Recommend a strategy to increase both monetary and supply re fundings.
-Decisions on product/service segmenting, targeting and positioning
-Funding strategy:
-How can they get funds, where from, how much etc.?
PART 3: Social media communications (promotions) strategy and execution
-3.1 Finally, recommend a communication (promotions and advertising) strategy (consider culture, law, especially data and privacy (regulations) , tax government, politics,employment etc.. and all such related elements that may affect the promotions strategy).
Note: that social media is critical in communicating OneMeals to its potential customer base.
Decide on the following factors:
3.2 Why? What does the company aim the target group to do with this communications campaign?
The key aim is to attract new customers to increase funds & volunteers for One Meals NB
-Generate awareness: Media attention, showcase whatOne Meals NB is doing to meet a customer need.Consider what the customer need is.
-Grow engagement on One Meals NB's social media platforms (instagram, Facebook).
-Gain and increase customers.
3.3 How? Any specific actions required? For example, social media mktg plan; content etc.; Google blogs etc.?
-Create a long-term social media marketing plan, which provides actionable strategies that can be implemented now or in the future, easily.
-Create the big idea that fits to the culture and law and legislations of the country and the product specifics (competitive advantage) 搜下？
-Create content for social media: Provide examples of what type of content could be shared on the One Meals NBInstagram and Facebook to improve consistency. Create content! Be creative.
PART 3: Important elements and resources
3.4 Communications campaign:
-Create a long-term social media marketing plan, which provides actionable strategies that can be implemented now or in the future, easily, considering the following important factors.
-This should be based on why a communication is needed and comprise the following:
-Why? What does the company aim the target group to do with this promotional campaign? E.g,, Funding, volunteers etc.
a.Goal, targeting and positioning of the communication goal/message.
PART 3: Important elements and resources
3.5 -How to execute the communications (promotional) campaign?
a.Fit of the message (& encoding) to socio-economic and cultural trends; use of local ideas
b.Creative idea (the big idea) and its rationale and fits
c.Encoding (converting) the creative idea into a form (ie, message, drawing photo) and its rationale
d.Content development: Write up messages for social media etc, based on the encoding (in various media including PR and Google blog messages) - inline with the big idea!
i. Here you write all specific actions required; eg, social media mktg plan; content etc., Google blogs etc.
ii. Provide examples of what type of content could be shared on the OneMeals NB Instagram and Facebook to improve consistency. Create content! Be creative.
e.Choice of media: TikTok, Instagram, Gamers' app, Facebook, App, etc.
f.Display each communication objective per media (if they are different) (Maybe you develop an app as media?)
g.Choice of communication partners: e.g, influencers in social media and bloggers, ... (be mindful with the budget and how much some celebrities cost)
h.Schedule plan of the content in media: where and when?
i.Prepare an approximate budget of the media plan and suggest funding for it (consider the cost of media and influencers etc.)
j.Metrics to evaluate the success of the communication plan (为什么选择这个metrics)
FORMAT Project report Final assignment (FA) - S2
· Format related:
-Your report may flow in the format as any report/project/essay, such as a content page, an abstract (i.e, an executive summary around 200 words, 5-6 keywords and sections of introduction, development and conclusion. In conclusion, on top of your decision and its rationale, you may want to talk on the limitations of your report, application (implications) of your findings, suggestions for improvements, and what needs to be done further.
-Reports and ppt slides for all presentations need to be submitted (posted) under Assessment on Canvas separately before the week of the first presentation (end of Week 10), regardless of which week you will present. PPts do not go into Turnitin.
-Reference：APA 7th
Criteria
Criteria Pts Word Count
Situation analysis（Part 1） 4
334
Overview of the client's organisation and strategy, with selective and informed findings from the overall macro and micro-environment analysis.
Goals and objectives (最先确定) 4 334（实际差不多200,）
Clear and reasonable communication goals and objectives for both the proposed campaign, and for each channel (e.g. social media) where necessary.
Segmentation, targeting, positioning（part 2） 5 417
Evidence of informed segmentation, targeting and insights-led positioning for the assigned target group.
The big idea (3.5 a.b.c) 3
250
Formulation of the creative idea, including its rationale and fit, and its encoding into key messages for the marketing campaign.
Strategy (3.5 d) 10
835（可酌情增多至1085）
Execution of the creative idea into a fixed marketing strategy that responds effectively to the client's brief. Alignment with accurate findings from the situation analysis.
Content (3.5 e.f,g) 10 835（可酌情增多至1085）
Comprehensive content strategy in support of the marketing strategy, integrating all three channels outlined in the brief at minimum. Each deliverable emanates from the creative idea, expresses key messages, integrates with strategy, and has examples (where appropriate).
Action plan: budget and schedule (3.5 h.i.) 5 417
Content schedule across channels; rationalised budget including operational expenses.
Campaign evaluation (3.5 j) 5 3(250)
Measures of success for the campaign and its components; recommended analytics for channels where applicable. 2（167）
Presentation (正文完成之后做) 4
Professional report structure, format, and style.
目录（30），abstract（200字）, Introduction（150），Conlusion （200），Ref (30个大约580字)