B2B Marketing Assignment

timer Asked: May 14th, 2017

Question Description

This is a group assignment. i need you to help me with the individual analysis part but i only need 1 persons part... the company we were given is called train rights thus only roughly about 600 words is required. . it basically gives training based on certain courses ex:mining courses, construction courses.. we initially discusssed on the things we were going to analyse... for me, the market/ industry im analysing is construction (please make a table of how each elements of pestel affect construction training.. the competitor im analysing is 'Foresite'.ive attached a sample of how the industry analysis should look like .. and for company analysis , you only need to do "-Network Map / ARA Analysis, -Channel Integration map and Delivery channel map" (Look at the guideline of the assignment secton b ...

MKTG1065 – B2B Marketing – S1 2017 Major Group Project – v1.3 – (40%) Report Due 11.59pm Monday 15th May (Week 11) This assignment requires your group to develop a B2B marketing strategy and solution for a company. This project is designed for you to gain experience in a real life analysis for a B2B company and in developing a feasible and relevant marketing solution. It is a group project involving all the phases of a typical marketing program, from research of the industry and customers, analysis of the client’s core competencies, to the presentation of results, findings and the solution. This project is an opportunity to develop skills in researching and analysing market information for use in a B2B strategy, as well as developing experience in team project collaboration and management. It is also an opportunity to apply high quality business report writing skills. Extensive research and analysis is required. Group members will be individually graded on the quality of their analysis and on their ability to apply the theoretical concepts from this course. There are four components to this project: Part 1: Your personal contribution to the required research, and analysis (Worth 15%). Part 2: Your group’s combined development of objectives, strategies and tactics (Business Marketing Mix); followed by the implementation plans for these tactics (Worth 15%). Part 3: A professional business report. Part 4: A Presentation of your findings (Worth 10%). Working in Groups This project will be undertaken in groups of 4 or 5 individuals. Please enrol yourselves in your groups in Blackboard. As a group, you will be working very closely for the rest of the semester and each of you will be required to contribute equally to ensure a professional working relationship is maintained. This is an intensive project requiring commitment and effort by all group members. Please take the time to find group members who have the same level of commitment as you and who you feel comfortable working with in a group situation. Your Customer Each class will have a guest presenter from a company present their brief in week 5. In this assignment, your group is a marketing consulting firm and the company is considered to be your customer. CASE STUDY MKTG1065 - Copyright ©2015 RMIT University. 1 The Marketing Challenge. As part of the client’s brief, they will provide a particular marketing challenge that they would like you to provide a solution to. Part 1 - Individual Research (15%) Table 1 shows the requirements for the assignment. Please note the parts required to be done by students individually. Each group member is to: • Analyse a particular customer segment. • Analyse a particular competitor. • Do part of the industry analysis. • Do part of the company analysis. Part 2 – Group Work (15%) Following the analysis phase, group members work together to develop: • Objectives • Strategies • Tactics • A Business Marketing Mix to implement these tactics. Part 3 – A Professional Business Report. Your analysis, strategy and implementation is to be presented in a professional report. Table 1 includes the format of the report. Report Format The report is to be submitted in • Microsoft Word. • Use a clear font like Arial, or Calibri 11 point font, single line spacing. • We recommend using tables to present the detail of your analysis and implementation plans. Tables are a professional way of presenting data. • Tables can use fonts size down to 8 points. • For tables that are more than a page in length, please repeat the headings of the table on each page. • Diagrams must directly relate to the content of the report. They must show your analysis. Copied diagrams add no value or marks to your work. • Tables and diagrams must be in the body of the report. • All pages are to be numbered in the bottom right hand corner • Information on each required section is listed in Table 1 - below. • Report Length: o Group of 4 - 2500 words (+ or – 10%) o Group of 5 - 3000 words (+ or – 10%) o This word-count does not include: Tables or diagrams, the title page, executive summary, contents page, appendices, or the reference list. • Please note that reports that do not meet the word limit will be penalised by 10% per 500 words. • The use of appendices is highly recommended to show support material or examples of your marketing collateral, but you are limited to 5 appendices. • All sources of information must be clearly referenced and cited. As a guide, you should expect to use 510 academic references and 15-20 business references for this project. CASE STUDY MKTG1065 - Copyright ©2015 RMIT University. 2 Use of Images • • Please note that images of text pasted into the report are not permitted. Students who use images of text will be required to provide the original text and discuss this in a meeting with the course coordinator. Submission • • • • • • An electronic copy of the report (in Microsoft Word) is to be submitted on Blackboard / TurnItIn. Multiple Turnitin submissions will be allowed per report. Please be aware that group members are collectively responsible for the group assignment. You therefore should ensure that you have had an opportunity to view the final assignment, as well as the Turnitin report, prior to the final submission. Please note that Turnitin automatically scans assignments for plagiarism. Any report with a Turnitin similarity index of over 15% will be reviewed by the course coordinator. Please see the RMIT guidelines on plagiarism. Peer review An optional Peer Review form can be submitted with the report where group members agree that the contribution has been unequal. • The Peer Review form must be signed by all team members and emailed to the local lecturer before the report is uploaded into Turnitin. • If you find that there are problems in your group, please contact your local lecturer as soon as possible. The earlier that a problem is identified, the easier it is to resolve. Part 4 - Presentation of Results (10%) In week 12 each group presents a ten minute presentation in based on their report and subsequent B2B marketing strategy. All group members must be involved in the presentation. The ability of groups to effectively allocate tasks is a key aspect of project management. You are required to deliver a professional and effective presentation on your project company. Your client or the industry panel will be looking for your key research findings, your marketing strategy and your detailed recommendations, your budget and timeline and how it solves their marketing issue. It is expected that students will use Powerpoint slides and / or other audiovisual material for their presentation. This is a formal business marketing presentation and will be assessed by a panel made up of the industry representatives from the guest companies and your lecturer. All aspects of your presentation must meet professional business standards. CASE STUDY MKTG1065 - Copyright ©2015 RMIT University. 3 Table 1 - Major Project Report - Guidelines The required sections for your major group report; along with their requirements are as follows: Section Title page Executive Summary (5%) Description Done by the group. This presents your report and establishes the professionalism of your work. The key components are the report title and the authors’ names. The course code should be listed below the author’s names. ½ page. Done by the group. An executive summary is often read by management first. It should clearly and precisely tell the reader what the report is about, the key findings and the key recommendations or solutions based on your findings. Done by the group. Clear, easy to read and with page numbers. It must list each section of the report by heading including any appendices. Contents page Introduction (2.5%) Individual Analysis (50%) Industry / Market Analysis (1/3) Customer Analysis (1/3) In the analysis sections, please include: • Which group member analysed each competitor. • Which group member analysed each customer. • In the Industry/Market analysis – please break this down to show which group member analysed each of the parts. • In the Company analysis – please break this down to show which group member analysed each of the parts. • In the Implementation Plans – please break this down to show which group member developed each of the parts. A contents page tells your manager all the areas you have covered and researched in a quick and easy to find manner. ½ page. Done by the group. Who is the client, what do they do and what is the Marketing Challenge you will cover? How will you present the analysis and information in your report? The Individual marks for this section is equally divided across the following 3 Analysis sections. Individual work. Please divide up the requirements, in this section, as you feel is appropriate. Analysis of the target market including the size, projected growth segments. Please also do a PESTLE analysis. • What opportunities or threats have you found? Each group member is to analyse one competitor. Analyse their strategy, value proposition, network and their marketing performance. • What opportunities or threats have you found? Each group member is to analyse one customer segment. The customer segments can be either current or potential. Inside each segment you can look at either current or potential customers. Please analyse their buying behaviours, buying criteria, relationship needs and preferences, along with their supply chain needs. • What opportunities or threats have you found? Individual work. Please divide up the requirements, in this section, as you feel is appropriate. Here you are required to do analysis of the company using relevant theory from chapters 4, 5, 6, 7, and the Kanter article on core competencies. Company Analysis (1/3) In this section you must identify the strategy, unique value proposition, supply or delivery performance, network capabilities, current marketing activities and how well they meet customer needs? • What are the company’s strengths (core competencies) and weaknesses? CASE STUDY MKTG1065 - Copyright ©2015 RMIT University. 4 Section Marketing Objectives and Strategy (10%) Description 1 page. Done by the group. Present a SWOT summary from your analysis in the first three sections of your report showing the key findings only. Here you are combining the findings of the individual research. Present your proposed objectives (meeting the SMART criteria) and strategy which will address the Marketing Challenge and is based on the findings in the SWOT. This section should be short, precise and use the information from your SWOT to show how this strategy is the best option. The strategy must be clear and relevant to the organization and solve the marketing challenge. Done by the group. Please divide up the requirements, in this section, as you feel is appropriate. How will you implement your marketing strategy using an updated Business Marketing Mix. Please explain your recommendations for any changes in the company’s current business marketing mix. Implementation plans (25%) Conclusion (2.5%) Please note: if you use the 4Ps or the 6Ps you will receive ‘0’ for this section. This section is critical. Your group must develop and present detailed and specific information on your recommendations and how to implement the recommendations. Please include: The proposed timeline showing the priority and order of actions (Gantt Chart). A detailed budget. Your recommendations for evaluating performance (benchmarks). ½ page. Done by the group. Here you need to remind the reader of the Marketing Challenge, your solution to the Marketing Challenge and why your plan will achieve this solution. Done by the group. Report presentation. The report is to be presented in a professional manner. Report presentation (5%) Appendices The support information used to develop your solutions or examples of marketing collateral should be presented in the appendices with clear headings. For example, tables of growth in an industry that you used to calculate future trends can be presented here. Copies of material from the textbook or websites are not acceptable. You may use information from a website if it is to show prices or layout examples. Maximum 5 Appendices. References All your sources must be correctly cited in the report using the Harvard system. All the cited references must be listed in your references in full using the Harvard layout. As a guide, you should have 5-10 academic references and 15 to 20 business references to produce a good quality report. Marking guide. In each of the sections of the report, the following marks may be given. 0% - If not attempted. 15% - A very poor effort. 35% - A poor effort. 55% - A fair effort. 65% - Good work. 75% - Very good work. 90% - Excellent work. The mark you individually receive for the report is made up of: 50% of your mark – comes from the mark you receive from the individual parts of the report. 50% of your mark – comes from the mark that the group receives for the group aspects of the report. Please note the different weighting that the different sections of the report have. CASE STUDY MKTG1065 - Copyright ©2015 RMIT University. 5
1. Title​ - Create an innovative title stating what you want to achieve from the report 2. Page​ describing individual contribution 3. Index​- With all tables and figures lister in a proper format 4. Executive summary ​- Stating all the key findings 1-2 pages Introduction ​- Company, Key challenge and the Analysis Section A Industry Analysis The target industry size, projected growth , PESTLE - Select industry you will select for you customer analysis. 100% citation. Research +analysis for all factors . Target Market Analysis - 4 Key competitor - 2 direct + 2 Indirect Factors C1 C2 C3 C4 Strategy Value Proposition Network / Relationships Supply chains Customers Marketing Communication and Delivery channels Product Price - Current customer segmentation - Market characteristics , buyer characteristics Positioning - Perceptual mapping or positioning quadrant map (Lecture 6) 3) Key Segments - - Buying Process Table (If you have selected two segments then analyse at least 2 companies for each segment and include the companies in the same buying process table for that particular segment) and same is for the relationship analysis. Relationship Analysis Section B - Company Analysis - CRM Value chain Supply chain Supply value chain Network Map / ARA Analysis Channel Integration map and Delivery channel map Strategy Current Value proposition Product / Service Pricing Sales Strategy Section C - SWOT Analysis Section D - Planning and Implementation - Key Problem Objectives - 3 clear objectives justified why ? Strategy - Differentiated / Focus/ Cost-Leadership - Value Proposition Product / Services Respoitioning Strategic Recommendation - Any changes in any part of the company analysis needs to be mentioned here. You can use a table format . Implementation plan Marketing campaign - In a table identify the objectives , the channels , the tasks for that channel , the content , frequency , timeline , budget and measurement metrics . Conclusion . Reference list .
Target Market Analysis Analysis of the target market including the size and projected growth. Size The table below presents the potential market segments Trainright can enter, including the number of businesses in each segment and the biggest companies in those segments. Size of Market and Segments (Sourced from IBISWorld) Number of Businesses In Australia Companies with largest market share in industry Black Coal 420 different businesses . BHP Billiton 13.6% . Mitsubishi Development 11% . Glencore operations 10.2% Brown Coal 3 Businesses . Energy Australia 33.3% . AGL 58.3% Iron Ore 37 Businesses . BHP Billiton 25.5% . Rio Tinto 33% . Fortescue Metals 12.2% Bauxite 9 Businesses . Alcoa Australia 29.7% . Rio Tinto 51% . South42 14.4% Copper Ore 68 Businesses . BHP Billiton 21.7% . NewsCrest Mining 9.6% . OZ Minerals 12.6% Mineral Sand 135 Businesses . Iluka Resources 34.6% . Cristal Australia 8.9% . Tronox Limited 22.7% Nickel 31 Businesses . BHP Billiton 38.6% . Western Areas Limited 11.1% . Glencore Holdings 17.2% Contract Mining 243 Businesses . CIMIC Group 25% . Downer EDI Limited 9.6% . Macmahon Holdings Limited 4.8% Uranium 3 Businesses . BHP Billiton 56.9% . Energy Resources of Australia 38% . Heathgate Resources 5.1% PESTLE Analysis Political- The level and nature of royalties varies between both states and commodities. Royalty systems include specific rate royalties, ad valorem royalties and profit-related royalties. Royalties are generally paid to the federal, state and territory governments, and are estimated to account for 6.2% of division revenue in 2016-17. (Ibis) Economical World price of iron ore – global prices have fluctuated but trended downwards over the past 5 years and is projected to continue decreasing. (Ibis) GDP of mainland china – China’s GDP expected to increase 2016-17, exports account for 70% of mining division. Higher GDP makes for more exports to China (Ibis) US Dollar per Australian Dollar – Prices of mineral commodities are expressed in US dollars. Therefore, the relative value of US dollars and Australian dollar determine the overall Australian dollar revenue earned by local producers. Weaker Australian dollar domestic miners as export value increases. Australian dollar expected to depreciate in 2016-17 (Ibis) World Price of Natural Gas - Natural gas accounts for a large portion of revenue by Mining division. Lower natural gas prices negatively affect revenue, threatening growth. World price of natural gas has decreased significantly over the past 5 year, however is expected to increase slightly in 2016-17 (Ibis) World Price of Steaming Coal – Mining black coal is important area of activities. Increasing steaming coal prices result in positive effect on revenue. World price is projected to increase 2016-17 (Ibis) Social/ Cultural Technological . The Mining industry in Australia has undertaken a medium amount of change over the past five years. Important changes in mining technology when it comes to mining coal and any metallic has seen a switch from underground mining to open-cut mining (IBIS). Drilling for oil and gas has seen a shift from onshore to offshore, with these changes increasing the productivity of the industry (IBIS). With the development of mining technology remaining steady, there is an opportunity for Trainright to stay ahead of the market and offer training services to the new technologies that are being implemented. . The use of exploration and outsourcing mining services has grown over the past five years (IBIS). This has reduced the need to employ specialist staff and has improved the productivity and efficiency of the business having less employees (IBIS). The expansion of exploration for minerals in Australia has lead to an increased number of workers needing adequate training that Trainright supplies. . Automation continues to be a key driver of productivity in the mining sector with the implementation of driverless trains, remote control vehicles, which has reduced labour costs and increased productivity (IBIS). Legal . The Mining industry in Australia is subject to high amounts of regulation (IBIS). Continuous high regulation could be beneficial to Trainright as the high regulation could require companies have their employees to have certain qualifications that Trainright do and could offer. . In Australia, onshore mining rights are held by state and territory governments (IBIS). The state and territory governments distribute mining and exploration contracts and collect royalties on what is produced (IBIS). . State and territory governments are in charge of regulation when it comes to occupational health & safety and environmental issues (IBIS). With states and territory in charge of regulation it would be important for Trainright to be up to date with any differences between the different state and territories laws when providing training to companies. . The Government Petroleum Act (Submerged Lands) Act 1967 provides the regulatory framework for the exploration of petroleum explorations, development and production (IBIS). The Submerged Lands Act can put limits on the different aspects of Trainright’s clients business, which could impact their need to undertake further training. . Native Titles Act 1994, also known as Mabo legislation, acknowledges the Indigenous people have rights to the land that they occupied before European Settlement (IBIS). The legislation doesn’t give Indigenous people a veto over projects on native title land and permits state, territory and Commonwealth governments to overturn rulings made by the tribunals established to access native title issues (IBIS). Future Trainright courses could be affected by The Native Titles Act 1994 due to limits on the expansion of mining in some areas of Australia, which could lead to a smaller workforce in the industry that don’t require Trainright services. Environmental . Environmental protection is led by legislative requirements rather than mining company policy (IBIS). Legislation relating to the environment could affect Trainright’s clients with their availability to deliver mining services that require their training, which could lead to less workers needing training and less business for Trainright (IBIS). . Concerns for the environment in Australia has led to a steady decline in new mining developments, especially with coal mining (IBIS). Australia as a developed nation isn’t as reliant on coal compared to developing nations (IBIS). With the decrease in mining for coal trainright shall monitor the market segment and maybe focus more of their training resources on other parts of the mining industry. . With increased regulation in relation to the environment in Australia, it is now becoming more expensive to operate a mining company (IBIS). Companies having to spend more on compliance to be in line with government regulation, it could mean that mining business may not be able to afford Trainright’s services. (marketline) . As the environmental regulation has increased, punishments for not complying with environmental standards can lead to huge fines for mining companies (Marketline). Trainright could potentially use this increased regulation as a selling point to their clients, stating that they provide adequate training and solutions to problems that will prevent environmental regulation breaches from happening. Opportunities and Threats Competitor Analysis of Hammelmann Pumps Strategy Direct Competitors Company/ Location Hammelman Australia PTY LTD. 8 Law Court, Sunshine West VIC, 3020 Strategy . Hammelmann Pumps follows a generic competitive strategy, creating value to their customers through being focused on one one particular section of the training industry, water pump training. . Hammelmann offer their training services to customers Indirect Competitor Value Proposition . A favourable point of difference on Hammelmann’s website, they state they “stand for innovation, quality, reliability and all their products and services attest to this.” They offer a product and services bundle with the national accredited training as well as pumps and industrial sized vacuum trucks. . Hammelman offers 2 Australian Accredited High Pressure Water Jetting Courses which are customizable to the customers needs and certificates issued by a Registered Training Organization. . Hammelman focus their value proposition on being an “industry standard leader for over 60 years” which resonates with the customers in their niche market segment. . Hammelman pride themselves on being the experts in high pressure technology providing “complete solutions for the usage of high pressure pumps.” Hammelman are also able to source or design a product that a customer needs if they don’t make it, which provides reassurance to the customer about their levels of knowledge and production capabilities. Network . 6 subsidiaries in Germany, Spain, China, Australia, U.S.A and Brazil with websites in their own language as well as their own sales and servicing team. . Throughout the network, these 6 subsidiaries service 83 countries on 6 continents. . In Australia, Hammelmann have branches in Melbourne, Perth and Brisbane. . Members of the industry governing body for the global pump industry, interpump Group. Marketing Performance . Little social media presence. .Facebook page, 373 likes, not much activity . Instagram, 85 followers, not much activity . Have strong presence on B2B focused websites such as Yellow Pages and Whereis. . Detailed website for customers to get an understanding on the business and in contact with the business. Communication Channels Digital Channels: . Website . Facebook . Instagram . SEO Traditional Channels: . Tradeshows . Yellow Pages . Word of Mouth . Public Relations . Networking Customers . Kelly’s Australia . UHP Solutions Australia Distribution customers: Parker, Peinemann, Conjet, TST, StoneAge and Koks Product . High Pressure Water Jetting Training . Drain and Sewer Cleaning . Hoses . Industrial Vacuum Trucks . Process Pumps . Protective Equipment . Waterblasting Pumps Price . Prices aren’t available on website and only available via a quote. From the above research opportunities and threats were found: Opportunities: . To expand their training services program by offering more training courses that other industries that Hammelmann supply could potentially use. . Invest more in marketing initiatives such as trade shows and industry expo’s to increase awareness and accessibility to potential customers. . Entering partnerships with governments to provide training services to each of the state’s water industry to gain more business. Threats: . Industry training organizations such as Trainright who offer the same training services to customers in the same market. Trainright’s business strategy solely focuses on the training aspect rather than the supply of products to customers which Hammelmann does both. . Increased regulation in the market when it comes to certification and training. Government might make the regulation of training much tighter due to the existing training not being sufficient. Hammelmann Pumps would have to further customize their service offering in line with government regulation which could make the course go for longer and or cost more.

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