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1MKTG 90004 Marketing Management
Assignment
Group Written Assignment Part A (10%) – due week 6
Group Written Assignment Part B (20%) – due week 12
Your task is to write a marketing plan for transforming a brand into an inclusive
brand. In part A, you will provide a situation analysis of your chosen brand. In
part B, you will make recommendations for how your chosen brand can
become more inclusive in the future.
Important: you cannot choose a fashion (clothing) brand for this assignment.
For instructions, support materials and assessment criteria, please check
LMS>Assignments
Inclusive brands go beyond tokenism (i.e., superficial acceptance) to consider,
embrace, and include consumers from various races/ ethnicities, ages, genders,
incomes, body types, sexualities, and abilities (Veresiu and Parmentier, 2022).
Assessments 3A and B – Group report
3
Your plan should focus on the Australian market. Your chosen brand can be an
international company, but they must have a presence in Australia (and your
situation analysis and marketing plan must focus on the Australian market
specifically).
For large brands with various products, reduce your focus down to something
more manageable (clearly state your intended scope in the introduction)
Samsung → Samsung Galaxy24
Nintendo → Nintendo Switch console
Arnott’s → Arnott’s teevee snacks
L'Oréal → L'Oréal Paris makeup (foundations)
You are welcome to choose a product or service brand
• In your marketing plan (3B) your ‘Product’ discussion can take a broad offering
perspective; you can have a combined discussion of product (tangible) and
service (intangible) concepts, or lean into one perspective depending on your
selected brand (and where inclusivity needs to be improved).