ASS #1 Marketing Process T2 2014
ASSESSMENT 1.PART A
Select a marketing initiative in an organisation that you could manage. Answer the assessment tasks using this initiative and complete the tasks as you go.
David Jones Store
The target audience of this David Jones Store
What are the targets and objective?
The targets of this David Jones Store
The objective of this David Jones Store
2. Prepare a Critical Path Analysis, Gantt chart or other similar tool showing how all aspects of the marketing effort will be integrated.
Discuss how these meet the strategic marketing objectives of your organisation.
The David Jones Store wants to improve its sales and customers. This Gantt chart shows the activities that the David Jones Store is going to do in order to achieve these strategic marketing objectives.
3. How will you monitor the product ,distribution ,pricing and marketing communication policies in relation to:
For the market changes, the products, distribution, pricing and marketing communication policies will be monitored with the detailed team meetings at the end of each week. This will make the teams understand the success of the company this week, compared to any other previous week. The customer reactions to certain products can also be monitored to ensure that all changes are identified.
The marketing plan wants an increase in customers and awareness. The product will be a very important part of the customers and the awareness of the company. If the product is good, the customers will refer the David Jones Store to their friends or bring with to the David Jones Store together. If a customer didn’t like the Brand Name items at a David Jones Store, they will usually tell their friends to avoid the bad David Jones Store. The distribution of the David Jones Store relates to the awareness of the company. Prices should be low enough to have a high amount of customers, but high enough to not discourage customers. Good marketing communication policies will affect the whole marketing plan objectives and therefore must be monitored carefully.......
The organisational requirements must analyse before any marketing is to be implemented. All marketing must follow with the organisational requirements and to pass the test. Monitoring these factor will make sure that all products are compliant to organisational requirements.
4. Using marketing metrics state how you will monitor the overall marketing progress against the performance targets to ensure that activity, quality, cost and time requirements are met.
I would monitor the improvements in the monitoring procedures by mainly looking at key performance indicators or KPI’s. Key performance indicators are factors which can be measured and analysed to see if there is any improvements in performance. These indicators could be money, quality or customer related factors which can be measured.
ASSESSMENT 1. Part B
There will be a large meeting with all the employees involved in this initiative. This meeting will be formal and structured in a way that it communicates the marketing objectives clearly to the employees of the David Jones Store. I will also email the marketing objectives to the whole David Jones Store to make it clear for every employee to know that the objective are.
How will it be altered or adjusted to meet the needs of all levels of knowledge, experience and specific needs of staff?
It will be altered and adjusting in a way that will not confuse any employees that do not have knowledge in certain fields of work. This means that the communication will be clear, simple and easy to understand for all members in the David Jones Store.
The management and HR Management will have full responsibility for the allocation of tasks and jobs that must be completed by the members of the David Jones Store.
What will you do if some do not agree?
People will have a chance to change their roles however only if they have a valid and viable reason that they cannot follow the current allocations of tasks. Changes may not be made unless the management team approves.
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