Green Kinetic Marketing: Assessment Brief Green Kinetic Ltd

Marketing Fundamentals
Assessment Brief – Green Kinetic Ltd.
(60% of final grade)
Task: Create a marketing plan by applying the theories and framework that you learn in MMK101 to introduce the Green Kinetic product into the Melbourne Metropolitan market.
This assessment is designed to allow students to analyse real-world problems facing Green Kinetic Ltd., and propose solutions to the given objectives. This is consistent with the Unit Learning Outcomes and Graduate Learning Outcomes as follows:
Unit Learning Outcome (ULO) Graduate Learning Outcome (GLO)
ULO 1: Identify and explain theoretical concepts and the marketing mix elements employed in marketing strategy development GLO 1: Discipline-specific knowledge and capabilities
GLO 4: Critical thinking
ULO 2: Explain the use of market information in developing segmentation and positioning strategies GLO 1: Discipline-specific knowledge and capabilities
GLO 3: Digital literacy
GLO 4: Critical thinking
ULO 3: Apply the marketing concept and marketing strategy in various contexts including profit and not-for-profit organisations, including government GLO 1: Discipline-specific knowledge and capabilities
GLO 3: Digital literacy
GLO 4: Critical thinking
GLO 8: Global citizenship
Summary of Assessment – Green Kinetic Ltd.
Part 1: Market Environment Analysis (10%)
500 Words (+/- 10%)
Part 2: Segmentation, Targeting and Positioning Strategy (20%)
750 Words (+/- 10%)
Part 3: Marketing Strategy Recommendations (30%)
1000 Words (+/- 10%)
Green Kinetic Ltd
You have been hired by Green Kinetic Ltd. as an independent marketing consultant to complete a marketing report in relation to a market environment analysis (Assessment 1) segmentation, targeting and positioning strategy (Assessment 2) and strategic recommendations to launch, distribute and service the marketplace in Melbourne (Assessment 3).
Brief:
Green energy is here to stay! However, instead of relying on someone else generating the renewable power for you (think solar panels on someone else's roof), why don't you do it yourself?
The answer is kinetic energy, generating electricity through movement to power your personal devices. Think, when you move, the device that is attached to your body generates a charge through superconductive dynamos embedded in a casing. This charges the lithium ion cells that store the charge to give you the power you need. You can generate electricity when you walk, bike, gym, jog, dance – in fact, with any physically active pursuit. Have fun and have a charge!
The Green Kinetic product is the size of an iPod and can be worn on the body or carried in your bag. It works in any weather but must be agitated to produce a charge. There is a backup optional “winder” that can be used to wind the dynamo for a charge – in case you are in a situation where you cannot get up and jump around.
There are competitors in the market – but they all suffer from having older technology dynamos that do not charge the battery very well. Green Kinetic uses a new patented multi-layer chemical system that produces a better charge with less movement. This system is far superior to the mechanical power systems (e.g. gyros) used by our competitors.
As a marketing consultant, please research the market, identify suitable target markets and also devise a marketing plan to launch, distribute and service the marketplace in Melbourne.
The three (3) objectives of Green Kinetic Ltd.'s, marketing plan are:
1. To identify a suitable target market within the Melbourne metropolitan market.
2. To identify how Green Kinetic Ltd should position themselves in the Melbourne metropolitan market.
3. To develop marketing strategies using two (2) of the extended marketing mix elements (7Ps), that will enable Green Kinetic Ltd. to successfully launch, distribute and service the Melbourne Metropolitan market.
Wishing you a good time researching and developing your reports and we look forward to reading your wonderful plans.
Regards, Al Lee
CEO Green Kinetic
More background http://www(dot)economist(dot)com/node/10640707
Part 1: Market Environment Analysis (10%)
Green Kinetic Ltd intends to launch their product into the Melbourne metropolitan market. Your task is to analyse the environment, through providing a fully referenced micro and macro environmental scan of this market.
Assessment Part 1: Market Environment Analysis
Completed Individually ONLY
Weighting 10% of final grade (marked out of 100)
Word Limit 500 words (+/- 10%)
The environment analysis discussed in Part 1 will be the basis of the consumer profile provided in Part 2, which will both then form the basis for the marketing strategy recommendations which are proposed in Part 3.
Section Marks Details (optional/suggested breakdown of word limit in brackets)
1 (150 words) 25 Industry Overview and Product Description:
Using the template for Part 1. Provide a brief and fully referenced industry overview and product description, including:
- Overview of the relevant industry including relevant statistics from industry sources such as IBIS
World, Passport, Business Monitor, ABS, peer-reviewed articles, etc.; - Major players (direct and/or indirect competitors) in the industry; - Growth and other significant trends in the industry.
2 (350 words) 70 The Company's Micro and Macro Environment:
Provide a fully referenced overview of the RELEVANT factors from the macro and micro environment that are impacting Green Kinetic Ltd. (and provide a justified rationale for why you think they are the most relevant and why others are not):
- Possible macro factors for discussion (demographic, economic, natural, technological,
political, cultural)
- Possible micro factors for discussion (company, customers, suppliers, intermediaries, competitors, publics)
- Some assumptions can be made but must be logical
Overall 5 General communication
- Appropriate use of digital resources
- Use of credible and relevant sources (minimum of 10 different sources) with at least 50% of these being Peer Reviewed Sources (minimum of 5 different sources). Peer reviewed sources are normally used to reference the marketing theory that you are expected to use to underpin your work – e.g. micro-macro theory.
- Correct, consistent use of the Harvard style of referencing
- Concise, clear, professional language and writing style. NO mistakes in grammar and spelling – give me a piece of work you can be proud of.
Part 2: Segmentation, Targeting and Positioning Strategy (20%)
Having analysed the environment in Part 1, Part 2 leads directly on from this. In particular, in Part 2, your task is to segment the market, identify which segment Green Kinetic Ltd. should target, and recommend how Green Kinetic Ltd. should position themselves to best serve their target market.
Assessment Part 2: Segmentation, Targeting and Positioning Strategy
Completed Individually ONLY
Weighting 20% of final grade (marked out of 100)
Word Limit 750 words (+/- 10%)
The environment analysis discussed in Part 1 should be used as the basis of the consumer profile presented here in Part 2.
Section Marks Details (optional/suggested breakdown of word limit in brackets)
1 (300 words) 35 Market Segmentation
Provide a fully referenced overview of the segmentation bases that are most likely used/could be used by Green Kinetic Ltd. in segmenting their market of potential customers:
- Only focus on the relevant segmentation bases and provide a justified rationale for why you think they are the most relevant and why others are not
- Provide three (3) appropriate market segments for the company to consider targeting – use a segmentation table to present this information
2 (200 words) 25 Market Targeting and Consumer Profile
From the various segments profiled in Part 2 CHOOSE ONE target market for Green Kinetic Ltd. to target and provide a fully referenced customer profile:
- Choose your target market and justify why they should be the target market Green Kinetic Ltd.;
- Provide a detailed profile of your target market based on the segmentation variables as detailed in Section 2, supported with academic literature.
3 (250 words) 30 Differentiation and Positioning
Considering the target market that you have selected, discuss how you would differentiate and position Green Kinetic Ltd. market offerings in the consumers' minds (fully referenced):
- Consider the 5 bases of differentiation (product, image, service, people, channel) and choose the most appropriate to discuss
- You must provide a positioning statement and illustrate where your company is positioned, relative to competitors, on a positioning map (sometimes referred to as a perceptual map)
Overall 5 General communication
- Appropriate use of digital resources
- Use of credible and relevant sources (minimum of 10 different sources) with at least 50% of these being Peer Reviewed Sources (minimum of 5 different sources)
- Correct, consistent use of the Harvard style of referencing
- NO mistakes in grammar and spelling – give me a piece of work you can be proud of.
Part 3: Marketing Strategy and Recommendations (30%)
Part 3 continues from Part 2. You should recommend a detailed extended marketing mix strategy that will help Green Kinetic Ltd. to successfully reach their goals.
Assessment Part 3: Marketing Strategy and Recommendations
Completed Individually ONLY
Weighting 30% of final grade (marked out of 100)
Word Limit 1,000 words (+/- 10%)
The environment analysis discussed in Part 1 and the consumer profile presented in Part 2 should be used as the basis of the marketing strategy recommended here in Part 3.
Section Marks Details (optional/suggested breakdown of word limit in brackets)
1 (800 words) 80 Marketing Mix:
Provide a fully referenced discussion of two extended marketing mix element strategies that you are recommending be used by the organisation to meet its objectives, with justification. Aspects that you need to address, include:
- Relevant aspects of Marketing Mix elements. - How should they be used? Be specific.
- Justify your recommendations – be creative, but ground your decisions in reality and base them on best-practice - Make sure you discuss at each stage how these strategic recommendations relate to the stated objectives and how they will help Green Kinetic Ltd. meet the needs of the target market you identified and their ideal positioning.
2 (200 words) 10 Conclusions with Implications for the Company: Make sure your conclusion and implications:
- Summarise the significant elements of all 3 Parts
- State the implications for the company of the findings from your reports
- What marketing metrics would you recommend to measure the success (or otherwise) of this plan?
Overall 5 General communication
- Appropriate use of digital resources
- Use of credible and relevant sources (minimum of 10 different sources) with at least 50% of these being Peer Reviewed Sources (minimum of 5 different sources)
- Correct, consistent use of the Harvard style of referencing
- Concise, clear, professional language and writing style
Please note the following:
1. Word count does NOT include the table of contents, references, appendices, and any tables or figures used in the body of the document.
Writing and formatting:
General writing issues such as poor spelling, grammar, English expression, formatting, and the like will attract penalties ranging from 10% to 100% of the total Assessment marks depending on severity. This is to be formatted as a business report (not an essay) and is to be written as if you are an independent business consultant – NOTE: Letter or Memorandum, Executive Summary (abstract) and Methodology sections are NOT required. Your Assessment is to be formatted as follows:
- Word document only format only, A4 size (NO PDF)
- One (1) single file
- 12 point, Times New Roman font
- Fully justified paragraphs, 1.5 or double spaced
- Normal margins (2.54 cm left, right, top and bottom)
- The assessments should follow a professional report writing format, including: Title Page, Table of Contents, and relevant headings and sub-headings described in this document. Assessment templates have been provided to assist you with the formatting of your report.
Word count:
Assessments which go over the word limit (+/-10%) will, in fairness to other students, be penalised between 10% and 100% of the available marks depending on severity. The word count does not include the Title Page, Table of Contents, Tables/Figures, Reference Lists, and Appendices but does include everything else (i.e. In-text citations, and any other material submitted).
Sources of information:
It is required that you utilise, and correctly reference, at least (minimum) 10 references throughout each of the three (3) reports, with a minimum of 50% of these being peer-reviewed articles , and you must correctly use the Harvard style of referencing in this report. If these are not done correctly, you will be penalised between 10% and 100% of the available marks depending on severity.