Assignment
The Muama Enence is a small, hand-held portable electronic device that can translate a language into more
than 40 different languages. The original inventors originally designed it with holidaymakers and business
travellers in mind, but it soon became clear that in a multi-cultural market such as Australia, people from a wide
range of backgrounds (e.g. customs officers, ambulance crews, social workers etc.) could also use it to solve
language barriers. Currently Muama Enence has a monopoly over this market, so your (hypothetical) firm has
given you the responsibility of coming up with a marketing strategy for your own portable-translator-device. The
ultimate goal is for your own language-translator to compete with, and ultimately steal market share away
from, Muama Enence. In order to do this, you will need to draw extensively on your knowledge and
understanding of the BUMKT1501 course content. Your marketing plan should cover the following topics:
1. What is the value proposition for your product? In other words, what benefits will it offer, and what
“costs” are involved in buying/using it?
2. What elements of the Macro-Environment will have the biggest influence on your Marketing Strategy?
Why?
3. Who is the target market for your product? Will you serve the same segments as Muama Enence, or will
you instead focus on a specific segment and try to make that segment “your own”?
4. What is your positioning strategy for your product? Why did you choose that particular strategy? How
does that compare with the positioning strategy used by Muama Enence?
5. What is your product strategy? This strategy should actually comprise a host of sub-strategies such as;
(a) what product features will you offer and why?; (b) what brand name will you give to the product and
why?; (c) what form will your product packaging take and why?
6. What is your price strategy?
7. What is your place strategy?
8. What is your promotion strategy?
Marking Criteria: Assessment criteria information can be found on the Moodle site in the Assessment section.
Word limit: Approximately 3500-4000 words (between the two students in a pair)
Weighting: 30%
Format: APA style, Report format. In this specific case, your Report should comprise the following sub-
headings:
1. Executive Summary (approximately 250 words)
2. The Value Proposition (approximately 500 words)
3. Analysis of the Macro-Environment (approximately 500 words)
4. Identifying the Target Market (approximately 500 words)
5. Identifying the Positioning Strategy (approximately 250 words)
6. The Marketing Mix (approximately 2000 words): This should actually be divided up into four separate sub-
sections: Product, Price, Place and Promotion strategy. However, for now, these four sections have been placed
under the one heading of Marketing Mix. This is because how you wish to allocate the remaining 2000 words of
the Report across these four marketing tools is entirely up to you. For example, if the key focus of your
marketing strategy is on Product strategy, you may wish to allocate the lion’s share of those 2000 words to that
particular section
7. Reference list (not included in the word count). Because the essential focus of your discussion should be on
Marketing Theory, it should be obvious that the vast majority of your references should be academic textbooks.
As per the Marking Criteria, aim to use (and reference) at least 3 other marketing textbooks when researching
your assignment. While some limited use of the internet to source information about the industry is
recommended, please note that Internet sources such as Wikipedia, ‘marketingtutor.com’, ‘learnmba.com’ and
any similar sites are NOT credible academic sources and so should NOT be used
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