MKG201 – Business-to-Business Marketing

ASSESSMENT 1 BRIEF
Subject Code and Title MKG201 – Business-to-Business Marketing
Assessment B2B Diagnostic Report
Individual/Group Individual
Length 1800 Words +/-10%
Learning Outcomes a) Apply the key principles of business-to-business (B2B) marketing.
b) Identify the differences between business-to-business (B2B) and business-to-consumer (B2C)
marketing.
c) Discuss the importance of developing strong business relationships between the organisation and
business clients.
d) Demonstrate how the marketing mix is used in B2B marketing.
Submission Due by 11:55pm AEST/AEDT Sunday of Module 3 (Week 6)
Weighting 40%
Total Marks 100 marks
Context
The outcome of this report is a diagnosis of the marketing situation (situation analysis) for a B2B product
or service. In conducting this diagnostic report into the marketing context of a B2B product or service
provider, you will develop industry relevant skills to:
• Develop, integrate, and evaluate broad business theoretical and technical knowledge, in the marketing
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business environment.
• Apply research skills, appropriate to the qualification.
• Recognise and analyse business operations, challenges, and innovations and identify and assess business
solutions.
Instructions
First, you must find a company that operates in an area or industry of your interest. Once you have located
a company, you will be required to select one of their real-life B2B products or services, to use in your
report.
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For your future assessments, 2 and 3 (marketing plan and presentation), you will get the chance to work in
groups. At that point, your group will need to select a company, from those presented in assessment 1.
For this reason, your assessment 1 diagnostic report must be detailed and in-depth, in case it is chosen by
your future group, in assessments 2 and 3.
Once you have chosen your company and your product, your task is as follows:
1. Describe the background of the product and company – aspects to consider, could be the historical
background of the product/company, such as brand, mission and vision.
2. Explain the product details – this includes all aspects of the product, such as features, technical aspects,
benefits to customers, varieties, etc.
3. Analyse the relevant market situation that includes industry analysis, competitors, and market trends –
this includes the micro (company, suppliers, intermediaries, customers, competitors and publics) and
macro (political, economic, social, and technological) analysis. The other elements to include, could be
competitors and other market trends.
4. Analyse the market segmentation of this product – this includes the basis of segmentation for your
product, with a clear section identified.
5. Explain the importance of relationships in this industry – A comprehensive relationship management
analysis should be included to show the importance of relationship in this industry.
6. Explain the buying behaviour in this industry – your explanation should include the buying process in
this industry and the relevant factors that affect buying behaviour.
The Report Format
The report format is very important. It should be reflective of a formal report that would be used in a
professional business setting.
The report must include:
A) A reference list – note, this is not a bibliography – and;
B) In-text references and citations, in accordance with the College guidelines (I.e. APA referencing style).
Below is an example of the formatting required:
The Example Report Format
Title Page
Table of Contents
Executive Summary – this is an overview of the major points in your report. Ideally, the reader should be
able to get a good understanding of the key concepts that can be found in your report, just by reading this
section.
Note: The above-mentioned sections are not included in the assessment word count!
1.0 Background
1.1 Company history
1.2 Mission
1.3 The brand
1.4 The product and services – tell us about the features and how this benefits customers. How does this
product/service meet the needs of the business, and why do you propose it is (or will be) successful?
2.0 Situational analysis – this is your starting point. This is where you critically describe where things are
1
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Minor language mistakes detected
Headers and sub-headers have been used The writing contains a strong introduction
Does not contain language mistakes
Headers and sub-headers have been used
Contains title page and table of contents The writing contains a strong introduction and sophisticated
analysis
Headers and sub-headers have been used
Contains title page and table of contents
The writing indicates a wide range of materials have been used.
Referencing – In-text references and reference list
10% No effort to write in- text references or reference list In-text references and a reference list have been
provided In-text references and a reference list have been provided
However, the APA style requires adjustment In-text references and a reference list have been provided Intext references and reference list have been appropriately provided according to the APA referencing style
MKG201_Assessment 1_Diagnostic report_M3 Page 5 of 7
However, there is no effort to write according to APA style APA style has been employed with minor
errors
Product and company details
15% Product and company details are not well- articulated
There is no effort to explain product and company details comprehensively Product and company details
have been explained
However, some important details are still missing Product and company details have been explained
Data is confusing
A few details are missing Product and company details are well- articulated
Data has been used effectively
However, some elements are still vague Relevant product and company details have been explained
comprehensively
Data has been used effectively
Situational analysis 15% Situational analysis is unclear
There are a lot of missing elements
The use of data and concept is very limited All relevant elements of situational analysis have been
explained
The use of data and concept is still limited All relevant elements of situational analysis have been
explained
Data and concept have been attempted
However, there are still confusing elements All relevant elements of situational analysis have been
explained
Data and concept have been used effectively
There may be a few vague elements Situational analysis has been outlined comprehensively
Researched data clearly shows how the business environment affects the industry/organisation
Relevant
concepts/theories have been used
Market
segmentation
15% Market segmentation is unclear
The work does not display an acceptable grasp of segmentation knowledge Market segmentation has been
outlined. However, the effort is still limited
The work has not displayed a
comprehensive analysis Market segmentation has been outlined compreh