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ASSESSMENT SUMMARY / COVER SHEETThis form is to be completed by the assessor and used a final record of student competency.All student submissions including any associated checklists (outlined below) are to be attached to this cover sheetbefore placing on the students file.Student results are not to be entered onto the Student Database unless all relevant paperwork is completed andattached to this form.Student Name:Student ID No:Final Completion Date:Unit Code:BSBMKG609Unit Title:Develop a marketing planPlease attach the following documentation to this formResultAssessment 1Analysean Organisations marketing process (Project,Report)S/NYSAssessment 2Develop, Prepare and Present a Marketing Plan(Project, Presentation)S/NYSFinal Assessment Result for this unitC/NYCStudent Feedback: __________________________________________________________________________________________________________________________________________________________________________________Student Declaration:I declare that this work has been completed byme honestly and with integrity and that I have been assessed in a fairand flexible manner. I understand that the Institute’s StudentAssessment, Reassessment and Repeating Units of CompetencyGuidelines apply to these assessment tasks.Name:____________________________________________Signature: _________________________________________Date: ____/_____/_____Assessor Declaration:I declare that I haveconducted a fair, valid, reliable and flexibleassessment with this student, and I have providedappropriate feedback.Name:_________________________________Signature: ______________________________Date: ____/_____/_____Administrative use onlyEntered onto Student Management Database________________DateInitialsBSBMKG609 Develop a Marketing Plan1Version 1
The marketing processA McDonald's Restaurants case studyIntroductionMcDonald's is one of the best-known brands worldwide. This casestudy shows how McDonald's continually aims to build its brand bylistening to its customers. It also identifies the various stages in themarketing process. Branding develops a personality for anorganisation, product or service. The brand image represents howconsumers view the organisation.Branding only works when an organisation behaves and presentsitself in a consistent way. Marketing communication methods, suchas advertising and promotion, are used to create the colours,designs and images, which give the brand its recognisable face. AtMcDonald's this is represented by its familiar logo - the GoldenArches.Marketing involves identifying customer needs and requirements,and meeting these needs in a better way than competitors. In this way a company creates loyalcustomers. The starting point is to find out who potential customers are - not everyone will wantwhat McDonald's has to offer. The people McDonald's identifies as likely customers are knownas key audiences.The marketing mix and market researchHaving identified its key audiences a company has to ensure a marketing mix is created thatappeals specifically to those people.The marketing mix is a term used to describe the four main marketing tools (4Ps):productpricepromotionand the place through which products are sold to customers.