BSBMKG431_Weerawat Phatchana_TASK2

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School

Australian Pacific College *

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Course

431

Subject

Marketing

Date

Feb 20, 2024

Type

docx

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Uploaded by punsoulboutique

Section 1: Establish marketing task requirements To answer this section, you must read through and interpret textual information. Attach proof of the textual information you read, highlighted, and interpreted (Business Plan, Marketing Plan, Communication Policy and Procedures). Organisation al structure Describe the organisationa l structure. Who do you report to? What is your role? Worlducation is a social start-up that manufactures tablet computers for primary school students. They not only focus on the hardware, but they also have a competitive team creating software, content and activities to better engage and educate the students. Worlducation aims to change the way children learn at school by implementing artificial intelligence technology that can follow up on each child’s progress and adjust to their needs as they learn, creating the optimal path learning experience. I am a Sales Representative and have been identified as a potential future

leader for the business. For professional development, I am performing marketing tasks for the Sales and Marketing Manager. My first task is to identify and assess opportunities to promote the new cloud-based product to existing and new customers. I have been asked to present your marketing options to the CEO and Sales and Marketing Manager. Organisation al goals What are the explicit goals? What are the implicit goals? Our objectives are to: • Achieve a 10% profit margin. • Increase the number of customers by 15%. • Donate hardware/software and train one child for every software/hardware purchased. • Improve our marketing and advertising so that 75% of customers recognise our brand. • Continually improve the quality of service given to clients to increase referrals by 10%. • 100% customers are aware of our social responsibility ethos. • Target identified growth markets with planned, market appropriate campaigns employing a variety of promotional strategies and advertising mediums. • Offer attractive fee structures to our clients. • Continually improve the skills, knowledge, and effectiveness of our marketing team through our commitment to training and development. • Use hybrid advertising with consistent messaging. IMPLICIT: - Increase rad awareness - Increase sales - Increase income - Achieve all company goals Business Plans What are the planned business activities? What are the Customers can download the software and pay a monthly subscription fee or an annual fee of $150. This will be the focus for the business for the next three years with the aim of achieving a 10% profit margin and increasing the number of customers by 15%. These customers typically are parents of school aged children who earn an above-average salary. The children already have their own devices and attend public and private schools. The home-schooling network may also be a potential market for this product.

timeframes for the plans? We aim to: • build our brand. • have every part of the business supporting each other. • develop staff and attract talented employees. • support vulnerable children to learn • eliminate illiteracy. Marketing Plans Marketing activities What should be done? Timeframe When should it be done? What are the current marketing activities? Do market research to identify trends and market movements January What are the planned marketing activities? What are the timeframes for the planned marketing activities? Contact potential clients to generate leads and offer discounts February Partner with aid organisation to promote social ethos 3 months prior Advertise annual software development competition 2 months prior Advertise cloud-based software ASAP Train staff to use cloud-based software ASAP Develop software donation program linked to software sales ASAP Policies and procedures Use communication to develop relationship with clients, to communicate with internal and external stakeholders in relation to business matter. What are the implicit requirements of the Communicati on Policy and Procedure? Communication must be professional and friendly and always uphold Worlducation’s code of ethics. Communication needs to be used carefully especially widely using social media because even though social media give to the company a great opportunity to be known by a huge audience at the same time can give a negative effect on the company reputation if used wrongly What are the explicit requirements of the Communicati

on Policy and Procedure? Marketing objectives • Improve our marketing and advertising so that 75% of customers recognise our brand. List the marketing objectives for the marketing task (at least two). • Continually improve the quality of service given to clients to increase referrals by 10%. With the referral system for example the company has the opportunity to grow using word of mouth also increasing our brand recognition the trust of clients will increase and consequently even the size of our market share How do these objectives contribute to the broader organisationa l goals? Target market Describe the target market you selected here. Target market of the company is basically made of colleges and schools which are interested in the product and services to be provided to their pupils. At the same time new type of target for the company could be private family who have interest in giving the possibility to their child to improve an earth an easier life at school Consult with superior To : Teacher From : Weerawat Phatchana Draft your email to your superior to seek their input for selecting the target market here. If your business requires a different form of communicati on, attach Subject : target market Good morning Teacher, Hope this email finds you well. I’m writing to you to seek your input for selecting the target market I believe the target market of the company is basically made of colleges and schools which are interested in the product and services to be provided to their pupils. At the same time new type of target for the company could be private family who have interest in giving the possibility to their child 2 improve an earth an easier life at school.

☒ Communication with superior (if a different form of communication is required by your business) ☒ Proof of analysed textual information including Business Plan, Marketing Plan, Communication Policy and Procedures Attach: proof of the communicati on to this section of your portfolio. Additionally speaking of communication I think se communication to develop relationship with clients, to communicate with internal and external stakeholders in relation to business matter. Communication must be professional and friendly and always uphold Worlducation’s code of ethics. Communication needs to be used carefully especially widely using social media because even though social media give to the company a great opportunity to be known by a huge audience at the same time can give a negative effect on the company reputation if used wrongly I have attached communication policy and procedure today’s email for your convenience and review. Kind regards Weerawat Phatchana

Section 2: Determine marketing opportunities Complete this section to describe the marketing environment and target market. Marketing clients Who are the existing marketing clients? Which additional clients are required for the selected target market and marketing task? Target market of the company is basically made of colleges and schools which are interested in the product and services to be provided to their pupils. At the same time new type of target for the company could be private family who have interest in giving the possibility to their child 2 improve an earth an easier life at school • Informal businesses • Event organizers • Exhibitors • Educators • Private tutors • Individuals External environment Use any appropriate analysis tool (such as PESTLE Analysis) to describe the external environment in which the business operates here. P olitical • Schools being privatised • A government initiative creates the risk that the school may fail to deliver the policy or be diverted away from local priorities etc. • Changes to the skills required to be a teacher/ tutor • Changes to curriculum with short lead times • Requirement to be self managing • Requirement to be self financing E conomic • Central or local government funding decisions may affect school/ establishment finances • Closure of a local industry may affect fund raising plans etc. • Ability of parents to raise funds for optional activities • The need to run breakfast/ after schools clubs • Ability to invest ‘savings/ surpluses’ • Cost of providing resources: o Staff – teaching & support o Basics – books/ paper o Technology solutions laptops etc • Interest rates • Shortages of materials on national/ international markets • Over provision of school places in the area resulting in competition

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