Details :

The purpose of this assignment is for you to demonstrate your understanding of marketing theory and its application in practice. This assignment requires you to integrate marketing theory with a "real world" context. In doing so, it is designed to test your ability to apply relevant marketing concepts in a practical setting. The Muama Enence is a small, hand-held portable electronic device that can translate a language into more than 40 dierent 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 ocers, 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) rm 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.

Prescribed Textbooks

Grewal, D., Levy, M., Mathews, S., Harrigan, P., Bucic, T. & Kopanidis, F. (2017). Marketing 2e. McGraw Hill. ISBN: 9781743766699

Questions:

Each of the three questions that follow use the Language Translator Task as their context. Students are required to answer all 3 questions:

1. Imagine that your Marketing Strategy is going to revolve around Digital Marketing. Drawing on ideas inspired from pages 37-53 of your prescribed textbook, provide a Digital Marketing strategy for yourLanguage Translator.
2. Using Table 3.1 of yourprescribed textbook (page 85) to help inspire your ideas, what specific actions can you take to make your Language Translator more Corporate Socially Responsible in regards to its product, price, place and promotion strategies?
3. Come up with a Marketing Research plan that will help you steal market share from your rival competitor,Muama Enence. If this is to happen, what is the most important information that your market research will need to gather? Referring to pages 214-225 of your prescribed textbook, which of the 8 data collection tools (refer to Figure 7.4 on page 214) would you use to help you gather this information? For those tools that you choose, how would you use them? Be specific. For example, if you opt for focus groups or a survey, what specific questions would you ask and why?