Mkt5000
MKT 5000
MARKETING MANAGEMENET
Assignment 2 Semester 2 2011 Prepared for: MARGEE HUMES
Prepared by: RAMLA ARIF MUNAWWAR
Student number: U0061022934
Date submitted: 17TH OCTOBER 2011 EXECUTIVE SUMMARY Biosystems Engineering is an Australian engineering consultancy, specializes in technological research and development for different sectors including agriculture, food forestry, water and energy. The firm has developed a pioneer product; Bionic Beaver that will provide the source of biomass for generation of energy, as the market trend is towards generation of renewable source of energy from Biomass but it will soon develop a future competition. The marketing plan will assist the firm to meet the objective of sales, profit and brand awareness. The product is an innovation in short crop rotation with distinguishing feature. The main market will be considered in Brazil, Latin America, British Columbia and Scandinavia. To promote the product an aggressive advertising is required. Financial analysis shows that the firm will have profit in the first year. The expected return on equity in the first year is 10.88%. Furthermore constant performance and financial monitoring is required to eliminate any threat arising in the long run. The only foulest situation that will arise is lack of sales capital but it could be tackled by forming coalition with other companies.
i
Table of Contents
Executive Summary i
1 INTRODUCTION 1
2 SITUATIONAL ANALYSIS 2
2.1 Company Overview 2
2.2 Market Summary 2
2.3 Market Needs 3
2.4 Target Market 3
3 GE MATRIX 4
3.1 Strategic Marketing Objective 4
4 MARKETING STRATEGIES 5
4.1 Quality function Deployment Strategy 5
4.2
MARKETING MANAGEMENET
Assignment 2 Semester 2 2011 Prepared for: MARGEE HUMES
Prepared by: RAMLA ARIF MUNAWWAR
Student number: U0061022934
Date submitted: 17TH OCTOBER 2011 EXECUTIVE SUMMARY Biosystems Engineering is an Australian engineering consultancy, specializes in technological research and development for different sectors including agriculture, food forestry, water and energy. The firm has developed a pioneer product; Bionic Beaver that will provide the source of biomass for generation of energy, as the market trend is towards generation of renewable source of energy from Biomass but it will soon develop a future competition. The marketing plan will assist the firm to meet the objective of sales, profit and brand awareness. The product is an innovation in short crop rotation with distinguishing feature. The main market will be considered in Brazil, Latin America, British Columbia and Scandinavia. To promote the product an aggressive advertising is required. Financial analysis shows that the firm will have profit in the first year. The expected return on equity in the first year is 10.88%. Furthermore constant performance and financial monitoring is required to eliminate any threat arising in the long run. The only foulest situation that will arise is lack of sales capital but it could be tackled by forming coalition with other companies.
i
Table of Contents
Executive Summary i
1 INTRODUCTION 1
2 SITUATIONAL ANALYSIS 2
2.1 Company Overview 2
2.2 Market Summary 2
2.3 Market Needs 3
2.4 Target Market 3
3 GE MATRIX 4
3.1 Strategic Marketing Objective 4
4 MARKETING STRATEGIES 5
4.1 Quality function Deployment Strategy 5
4.2