Marketing Plan. | Introduction to Marketing

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ASSESSMENT #2 and #3: Situation Analysis and Marketing Mix Plan

Overview
This piece of assessment consists of two components: (1) Situation analysis and (2)
Marketing mix plan; which together contribute to a complete/overall Marketing Plan. For this
reason, students are required to complete the Situation analysis first and then following this,
they will be required to complete the marketing mix plan.
The Situation Analysis is an INDIVIDUAL assessment task.
The Marketing Mix Plan is a GROUP assessment task.
Students will complete a situation analysis individually on the assigned assessment task.
Once students have completed their situation analysis, students will come together in their
selected groups and choose which of the individual situation analyses they will use to base
their group marketing mix plan on. Only one situation analysis should be used for the group
marketing mix plan.
Both the situation analysis and marketing mix plan are due on different dates.
1. Situation Analysis DUE: Friday 7 th April 2017, by 5.00pm (Week 6)
Word count: 2000 words +/- 10%; and
2. Marketing Mix Plan DUE: Friday 26 th May 2017, by 5.00pm (Week 12)
Word count: 3000 words +/- 10%

Purpose
The purpose of this assessment task is for students to demonstrate their understanding of the
components involved in a marketing plan and, in doing so, complete a situation analysis and
marketing mix plan based on a specific topic. The marketing plan is divided into two sections
as stated above (i.e., situation analysis and marketing mix plan). We have structured the
marketing plan in this manner to enable students to receive feedback on their first submission
(i.e., situation analysis) to build into their second submission (i.e., marketing mix plan).

Scenario
The case study chosen is Pink Ribbon Cup Race Day. This is a one day event held in
September.

“Every day in Australia, around 50 women are told they have breast or a gynaecological
cancer. Sadly, around 12 Australian women will die each day from a women's cancer. The
five year survival rate for breast cancer has increased by 17% in the past three decades, and
by 7% for women with a gynaecological cancer in the same period, thanks to advancements
in cancer research and prevention. Funds raised by Cancer Council's Pink Ribbon goes
towards research, prevention and treatment of women with breast, ovarian, cervical, vaginal,
vulva and uterine cancers. Find out more about these cancers, including the prevalence,
causes, symptoms, screening and prevention” (Pink Ribbon, 2017).

Please view the video clip (located in the Assessment #2 tab) which will provide a brief of this
one day event including the challenges Pink Ribbon face and what they have done in the past
regarding the Pink Ribbon Cup Race Day event.
For this one day event, you are to come up with a new product or new service which can be
offered to patrons on the day. The idea is to ensure that the new product or service is simple,
yet engaging, doable and realistic.
Please ensure that you present your idea to your tutor for their feedback in class. This will
ensure that the idea you suggest has merit and is capable of being undertaken.

AIM: Students are required to create a ‘product’ or ‘service’ to be offered at the Pink

Ribbon Cup Race Day event.

This is a real world case study requiring you to apply the knowledge you obtain through this
course to a wonderful cause which we would like to see you learn from and, importantly add
value too, from the context of marketing. For this reason, any of the ideas that you pose for
this assessment task, will be relayed back to Pink Ribbon and hopefully they will adopt some
of your suggestions for this event in its future.
Assessment Guidelines
Students should open in a separate document the (1) situation analysis template and (2) the
marketing mix plan template. It is advised that students download, save and subsequently
use these templates to guide both assessment items.

The templates will detail all the sections that students are required to complete. By following
the templates, students will ensure that they do not miss any sections they are required to
complete.
Please adhere to the templates. The templates stipulate approximate word counts for each
section. Whilst sometimes students are eager to give as much information as possible, the
idea behind a marketing plan (which consists of the situation analysis and marketing mix
plan) is to get straight to the point. However, students need to be mindful that the decisions
that they make may in some cases need to be supported to justify that decision being made.
In such cases, relevant and current references should be included. This will give validation to
their proposal/idea and also show depth of application.

STYLE FACTORS:
 The overall plan should be 5000 words (+/- 10%). 2000 words allocated to the
situation analysis (Assessment #2: Individual), and 3000 words for the marketing mix plan
(Assessment #3: Group).
 The executive summary and table of contents are not included in the word count. You
will only complete an executive summary for the marketing mix plan (Assessment #3).
 Figures and tables should be used where appropriate, and are not included in the
word count, nor are quotes and references.
 NO APPENDICES should be attached to the report. For this reason, all diagrams,
illustrations, tables etc. should be embedded throughout the plan.
A reference list should be included. A minimum of 10 references overall (both
Assessment #2 and Assessment #3). Web reference sources are acceptable. You must
use the American Psychological Association (APA) referencing style. There is an APA
referencing guide included under the marketing plan folder on L@G.

Submission of Marketing Plan
NOTE:
First submission: Submit ONLY the situation analysis. The situation analysis is the only
component which will be marked and graded.
Second submission: Submit the selected situation analysis and the group marketing mix
plan together in one document. The situation analysis is to be submitted as a reference point
for the marker (if need be). Understand, only the marketing mix plan will be graded in the
second submission.
Assignments will be submitted online via either Turnitin or Blackboard Assign under the
Assessment folder. Further information on submission is provided under Assessment #2 and
Assessment #3.
Please make sure that you clearly label your (1) Situation analysis and (2) Marketing mix
plan. You need to include a front cover page which includes your title of the plan (e.g., your
full name/s, your Griffith student number/s, your tutors name, due date.
Further details will be made available to students during the unit.

Students are required to complete the Electronic COVERSHEET for both the situation
analysis (Assessment #2) and marketing mix plan (Assessment #3). Non completion of the
electronic coversheet will result the assessment task not being marked.
Finally, your tutor is here to support you through this process. If you have any questions,
please don’t hesitate to ask your tutor for clarification.

Description

Cancer remains the leading cause of death not only in Australia, but in other parts of the world as well. Mitigating the impact of cancer on the society requires the input of all stakeholders including government, non-governmental organizations, and individuals. In line with this call, the purpose of this marketing plan is to come up with a product that can be sold during Pink Ribbon Cup Race Day, and event that is to be held by Cancer Council’s Pink Ribbon organization to help in the fight against cancer. The marketing plan will look at the most appropriate product to be offered on that day, the pricing, and the marketing strategies that will be used in consideration of the industry as a whole.