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Assessment 3: Individual Written Report 2

Assessment 3: Individual Written Report 2

Assessment 3: Individual Written Report 2 (Marketing Strategy and Recommendations)

Weighting: 40 %

Assessment 3 continues from Assessment 2. Based on who you have recommended that Foodbank should target and how you recommended Foodbank should position itself, you must now recommend a detailed Integrated Marketing Communications (IMC) strategy using THREE (3) of the 5 major promotional tools that will help Foodbank to achieve its objectives (as stated on p.5).

Please note the following:

  • The consumer profile and the positioning statement presented in Assessment 2 should be used as the basis of the marketing strategy recommended here in Assessment 3. The feedback that you received for Assessment 2 should be used to strengthen your strategic recommendations in Assessment 3
  • This is a business report and must be formatted according to the Submission Guidelines (see pages 11-13 of these Assessment Guidelines).
  • If any company other than Foodbank is used for this Assessment, it WILL NOT BE MARKED and will therefore attract a zero (0) grade.
Section Marks Details (suggested breakdown of word limit in brackets)
Background (150 words) 5 Background Summary from Assessment 2:

At the start of your report, provide a succinct summary that identifies your target market and provide a consumer profile and positioning statement developed from Assessment 2.

Please ensure you use the feedback provided for Assessment 2 to revise your target market, consumer profile and positioning statement as necessary – that is what feedback is for: to help you improve your work!
Promotional Mix (1500 words) 75 Promotional Mix:

Using THREE (3) of the 5 major promotion tools (i.e., advertising, sales promotion, personal selling, public relations, direct and digital marketing), develop an Integrated Marketing Communications (IMC) campaign. Each strategy must be able to be implemented by Foodbank. Aspects you need to address include:

  • Which promotional tools or elements should be used and the relevant theory for each
  • Demonstrate how the promotion mix strategies will be used. Be specific, including message and media decisions.
  • Make sure you discuss at each stage how these strategic recommendations meet the needs of the target market that you identified and Foodbank’s ideal positioning (as identified in your positioning statement) as well as contribute to Foodbank achieving its objectives
  • Be fully justified (referenced) – be creative, but ground your decisions in reality and base them on best-practice
  • Recommend and justify marketing analytics to measure the success (or otherwise) of each of your strategies
Conclusion (350 words) 15 Conclusions with Implications for Foodbank:

Make sure your conclusion and implications:

  • Summarise the important elements of both Assessments (Assessments 2 & 3)
  • State the implications for Foodbank of the findings from your reports (i.e., what does this mean for Foodbank?)
Professional Presentation 5 Professional presentation

  • Following the requirements listed on pages 11-13 of these guidelines
  • Appropriate use of resources
  • Use of credible and relevant sources (minimum of seven different sources with at least four (4) of these being peer reviewed sources)
  • Correct and consistent use of the Harvard style of referencing

No mistakes in grammar and spelling – give us a piece of work that you can be proud of with concise, clear, professional language and writing style
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