Reference no: EM133822129

Marketing Fundamentals

Assessment Task - Marketing Plan

Completion of the Essential Digital Literacy Module

Learning Outcome 1: Identify the principles and practices of marketing management in a complex and dynamic environment.

Learning Outcome 2: Develop, justify and apply marketing solutions to real-world [authentic] problems.

Learning Outcome 3: Source, synthesise, and cite relevant marketing, theoretical and empirical literature.

Description
Purpose
This task provides you with opportunities to learn marketing knowledge (GLO1 & ULO1, ULO2); relevant skills (GLO4 & ULO2; GLO3 & ULO3) and understand the complexity faced by organisations operating in dynamic environments and industries (GLO8 & ULO1, ULO2). Marketing knowledge and specific skills are required in the study and practice of marketing in organisations. By completing this task, you will develop your skills in researching, understanding, applying, evaluating, and presenting information required to meet the requirements of this assessment task. Book Our Writers Now!

Context/Scenario
The Management of Nintendo wish to enlist your expertise as a marketing consultant with the task of crafting a comprehensive marketing plan to expand their marketplace presence and increase brand awareness of the Nintendo Headset amongst your target market (developed in assignment 1). It is crucial for the management of Nintendo to not only achieve its company objectives but also its societal objectives by promoting their environmental and social causes through their Corporate Social Responsibility Priority Areas (see https://www.nintendo.co.jp/csr/en-gb/index.html). These CSR Priority Areas are aimed at inspiring a positive change within the video game industry as a whole. For the purpose of this assignment, you must consider Nintendo's 4 CSR Priority Areas in the development of your marketing plan. The assignment objectives are outlined on page 6.

Note. the focus of assignment 2 is the Business-to-consumer market NOT Business-to-business i.e., selling directly to small businesses for their use (such as video game retailers) in the context of a business agreement or contract.

To reiterate, the focal brand for MMK101 Marketing Fundamentals assignment in T3 2024 is Nintendo Headset, which the company is considering offering to the Australian market. In addition, you are required to consider Nintendo's "4 CSR Priority Areas" in the development and implementation of your marketing plan.

The management of Nintendo has asked you to develop a marketing plan to be implemented from June 2025. Your role is to develop the following marketing mix strategies, with justification (e.g., using relevant course concepts and theory; journal articles, industry reports, statistics etc.) to address the following company and societal objectives:

Develop a product strategy aimed at increasing brand recognition and building the brand image of Nintendo Headset brand that is in line with their CSR priority areas.

Recommend a pricing strategy to encourage trial and repeat purchase of the Nintendo Headset brand, aiming to increase the sales volume.

Develop a multichannel distribution network to increase the Nintendo brand's visibility and target market accessibility by expanding distribution channels to include both retailers and e- commerce platforms, thus optimising the Nintendo brand's instore and online presence.

Further develop the integrated marketing communications (IMC) campaign with a focus on engaging the target market (developed in Assignment 1) and increase brand awareness, brand image and the profile of Nintendo Headset.

Note. at least two of the marketing mix strategies must contain specific

Specific Requirements
Assignment 2 is a 1,500-word business report using the assignment template provided.
In Assignment 2, you are to develop marketing mix strategies (4Ps) which address the company and societal objectives outlined in the previous section.

How to develop Marketing Mix Strategies
Guidelines for developing marketing mix strategies are as follows:

state the strategy (e.g., social media)
clearly state how the strategy(s) will be implemented i.e., tactics e.g., which social media platforms - Facebook and Instagram;
provide the rationale/justification (reasoning) for your choice using supporting evidence e.g., primary research (based on the MMK101 survey results); and secondary research including journal articles, industry reports, statistics, and relevant marketing theories and concepts;
recommend suitable marketing metrics that will measure the effectiveness of your marketing strategies for each of the 4Ps (product, price, placement and promotion) in Section 5.5; and
at least two of the marketing mix strategies must be aligned to a UN sustainable development goal. You must justify why the specific SDGs were chosen.

Please ensure you meet the marketing plan objectives (company and societal) outlined on page 6.

Structure of the Report
Background (Assignment 1) Summary (not included in word count)

In the boxes provided in the Assignment 2 template, summarise (key points only) your target market/consumer profile, differentiation strategy(s) and positioning statement developed in Assignment 1. If you do not include this information in the boxes, as required, the content will form part of your assessment word count. It is important to provide this overview as it provides the marker of your assignment with a context. You can change the target market, differentiation strategy(s) and positioning statement based on the Assignment 1 feedback.

The number sequence of the Assignment 2 report continues from assignment 1.
Product Strategy (15 marks, approximately 225 words)
Develop a product strategy that meets the needs and expectations of your proposed target market and aligns with your differentiation strategy. The aim is to increase brand recognition and build the brand image of Nintendo. You must provide supporting evidence throughout the discussion.

Pricing Strategy (approximately 200 words)

Recommend a pricing strategy to encourage trial and repeat purchase of the Nintendo Headset brand, aiming to allow Nintendo to enter the gaming headset market must provide justification for your choice of pricing strategy and its implementation (tactic).
Distribution and Logistics (placement) Strategy (15 marks, approximately 225 words)
Develop a multichannel distribution network to increase the Nintendo Headset brand's visibility and target market accessibility by expanding distribution channels further to include both retailers and e-commerce platforms, thus optimising the Nintendo Headset brand's instore and online presence. You must provide a diagram to reflect the multi-channel distribution network you have developed. Note. do not copy and paste the textbook diagram as this does not reflect an integrated multichannel distribution strategy.

Integrated Marketing Communications (IMC) Strategy (550 words)
Recommend at least three (3) promotion tools from the marketing communication mix that aligns with your target market's media habits and meets the company and societal objectives. The campaign must engage the target market and effectively communicate Nintendo's brand values and sense of community beyond the strategies the company already implements. The aim is to increase brand awareness, brand image and the profile of Nintendo and one (1) of its social/environmental partnerships by fostering greater knowledge and community engagement with both brands amongst your target market (developed in Assignment 1).

Marketing Metrics (approximately 100 words)
Recommend marketing metric(s) (marketing analytics) that measures the effectiveness of ALL your marketing mix strategies. This can be presented in a table format which clearly states the metric(s) and what it measures. This table is included in the word count.

6. Conclusion and Implications ( approximately 200 words)
Summarise the key findings from both assignments 1 and 2. Do you believe that Nintendo should enter the gaming headset market? Provide your recommendations to Nintendo's management around whether to enter the gaming headset market, and assess how your recommendations will help the Nintendo Headset develop a brand image in line with its CSR Priority Areas through a strong product strategy, an engaging IMC program, wider distribution channels leading to an increase in sales volume? It is completely acceptable to recommend the difficulties this marketing mix program may encounter but you must demonstrate that even the best marketing plan would be unsuccessful and provide evidence.

(for presentation and language and 5 marks for research and supporting evidence from primary and secondary sources)

Business report format using the template and completing the artificial intelligence usage table
Concise, clear and professional business language
Appropriate use of digital resources - skills that you will have developed from completion of the compulsory Essential Digital Literacy module
Use of credible and relevant sources (minimum of ten (10) different/unique sources.