Marketing Simulation
17136Q
Delivery & Assessment Advice
Semester 1,
2008-2009
Jan. 5, 2009
Assignment 1 – Marketing Planning
(30% of total mark)
The following description is provided as guidance, and may be adapted to meet specific
requirements and circumstances.
1
Events 1, 2 and 3 should be done on a group basis. Event 4 should be an individual assessment
report.
For this event, learners will be required to provide evidence that they can develop a marketing
plan (or a Strategic Plan) in accordance with annual Sales Forecasts for the life of their
organisation or for the next four years of their Company. All aspects of a workable marketing plan
should be included.
The plan should contain both marketing strategies and tactics for the organisation. It should also
outline the organisational structure decided upon the group.
The evidence should be provided by a written plan submitted within two quarters of the
commencement of the game. The plan may also utilise any relevant marketing plan software.
If this is delivered on-the-job then the plan will be due before any marketing decisions are made.
Strategic Plan - Format
Your team is to submit a written strategic plan. The plan, in draft form, is due prior to the first
decision, and may be considered as part of a term project for your firm's management.
In order to complete a strategic plan, your firm should conduct a situation analysis. This consists
of a thorough examination of the environment, the industry, the competition and your firm.
2
The plan then flows from the findings of the situation analysis. The analysis should include (but
not be limited by) the following:
A. Macro Environment
1. Economic forces operating in your world
2. Social & cultural forces
3. Technological forces
4. International forces
5. Political & governmental forces
B. Business Environment
1. Competitors—positions, strengths, weaknesses )
2. Customers—bargaining power
) (use Porter’s five3. Suppliers—bargaining power
) forces model)
4. Government regulation
)
C. Market Analysis
1. Describe industry history over last two years
2. Describe the potential of the industry, outlook and trends
3. Competitive analysis (describe each competitor’s marketing mix)
4. Opportunities, threats (include significance and probability analysis)
D. Firm Analysis
1. Describe your product – include a graphic showing the PLC over the last 6 years and
the anticipated future expectations for next two years
2. Describe your target markets and current positions on a price/quality matrix
3. Current market share and market share potential
4. Sales trends over the past two years and expected trends for next two years
5. Market segments currently served with attractiveness and business position analysis for
each market (GE/McKinsey model)
6. Internal Strengths and weaknesses including capabilities—marketing, financial,
production, HR. (include Porter’s Value Chain)
7. Competitive advantages and details if it is a SCA.
After the situation analysis has been completed, it is time to work on the strategic plan document.
3
The components of your strategic plan
I. Executive Summary (1-2 pages)
This section should include a brief overview of the plan including key points (Key opportunities,
goal, objectives, key strategies, budget, and timing).
A. Situation Analysis
Include your findings and analysis
B. Company description
1. Company name
2. Key Management names/titles/roles
C. Mission & Vision
1. Company vision statement—the dream (very short and memorable)
2. Company mission statement—your business (who are you, who do you service)
D. Market description
1. Target markets available (demographics, geographics etc.)
2. Size of each market, reason for selection
3. Competitors
E. Company Goals and Objectives
A Goal is long term (4-5 year) and general. Objectives are short term (annual) and more specific.
They should include the objective sought, the index used for measurement, the target to be
achieved and the time frame in which the target is to be achieved. Remember the SMART formula
(SMART----present state: specific, measurable, accurate, reasonable & relevant, trackable; for
objectives: sense of purpose, meaningful, aligned & achievable, realistic, timely ).
1. General Company Goal
(increase in company value over next four years from $[current value in $m] to $XXm)
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2. Marketing Objectives
(Annual Gross Sales and Net Profit after Tax. NOT Market Share and Marketing
Communication Objectives)
3. Operations/Production Objectives
(Production output each year to meet Gross Sales targets above – given average annual
price)
4. Finance Objectives
(Investor ROI, Credit rating, Income from other sources, Bond repayment timing)
5. Human Resources Objectives
(number of Sales staff required to meet Gross Sales targets above)
II. Company Strategies
All market areas should be considered in this section of the plan.
A. Marketing strategies
1. Target segments – who, where, why.
2. Geographic Markets to operate in and why (use Porter’s Generic Strategy model and
the Ansoff product/market matrix with a rational)
3. Pricing strategy (annual average price per year multiplied by volume produced to
achieve Gross Sales Objective)
4. Product – R&D investment strategy and new product release timing
5. Promotion strategy: scheduling strategy, pattern of advertising, budget and timing
strategies for current markets and recommendations for launch strategy for new
geographic market e.g. east coast of Australia
B. Operations/production strategies
1. Production output capabilities (when to use of overtime, second shift, new lines etc)
2. Anticipated changes in capabilities (location and capacity to meet Gross Sales targets
above)
C. Finance strategies
1. Current funding requirements and sources
2. Planned future funding requirements and sources
3. Share issue/buy-back strategy
4. Bond repayment strategy
5. Dividend payment strategy
6. Price/margin strategy (COGS v wholesale price)
D. Human resources strategies
1. Sales force size and growth pattern and
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2. Compensation strategy
E. Implementation/Timing Plan
F. Appendix
Your appendices should include the following:
1) Revenue forecast graphs
2) Any other relevant material to support your current strategic position and projected reposition
6
PLAGIARISM
Plagiarism is the use of somebody else’s written work, ideas, writing, published document,
internet files or other work and pretending it is your own. To use someone else’s work from a class
text, notes or internet for example, you need to credit the original author of the work. If you do not
do this, you have plagiarised.
Plagiarism at TAFE results in a fail of the evidence collection you have submitted without a
re-submit.
In order to avoid plagiarism, you should ALWAYS write your work in your own thoughts and
words. If you need to support what you are saying with evidence or someone else’s work, you
MUST credit the author of this work. This is done by Harvard referencing and a reference list.
Information on how to reference can be found at a variety of university web addresses (provided
to you in the student information guide), or in the NSI TAFE library.
EVIDENCE COLLECTION/ASSESSMENT PRESENTATION GUIDELINES
All assignments must be handed in on the day the assignment is due.
All assignments should be presented in a professional manner.
Typed with size 10 font size in Times New Roman
Single line spacing with 2cm margins (or auto margin in Microsoft word)
Page numbers in the footer and student/team name in the header
Cover sheet attached to all assignments
Staple in the corner or bound assignments.
DO NOT USE PLASTIC SLEEVES
Harvard Referencing where required
7
ASSESSMENT COVER PAGE
STUDENT/TEAM NAME:
CONTACT NUMBER:
_________________________________________________
___________________________________________________
EMAIL ADDRESS:
_____________________________________________________
UNIT NAME:
_____________________17136Q Marketing Simulation______
EVIDENCE COMPLETION/ASSESSMENT NAME: ___Marketing Planning______________
TEACHER:
__________________________LI JIA LONG_____________________
DUE DATE:
_________________________________________________________
DATE SUBMITTED: _________________________________________________________
VERIFICATION OF ORIGINAL WORK:
I verify that this /these evidence collection/assessments is/are my/our original work
and any work of other person/s has been referenced and given credit throughout the
work. This assignment has not been submitted for any other subject in this course.
_______________________________________
Signature of Student/s
_______________________________
Date
……………………………………………………………………………………………………………………………………………
…
8
The Researches on Rs Method for Discrete Membership Functions
（空一行）
Zhang Xiaoyan, Li Dequan
(题目 14 号字加黑居中)
School of Management,
Sichuan University, P.R.China, 610036
(11 号 字 居 中)
(11 号字加黑)
(空一行)
Abstract
Mizumoto used to advance a fuzzy reasoning method ,Rs,which fits the……
Key words IDSS,Fuzzy reasoning,……
(11 号字)
(空一行)
1 Introduction
(一级标题 12 号字加黑)
We know that the approaches of implementation of intelligent decision
support systems(IDSS)have become variable……
(正文均用 11 号字)
(空一行)
2 An Example
According to the definition of Rs,we can construct the fuzzy relation matrix,as shown in table 1
Table 1 A Fuzzy Relation Rs
(10 号字加黑居中)
U2 U3
U1
0.00 0.10 0.40 0.70……
0.00
0.20
.…..
1.00 1.00 1.00 1.00 ……
0.00 0.00 1.00 1.00 ……
…… …… …… …
Figure
(图中标注用 10 号字)
Figure 1 Functions of……
(空一行)
3 The Improved Method
(空一行)
3.1 Method one
…………
3.1.1 Discussing about method one
…………
(空一行)
3.2 Method two…………
…………
(空一行)
4 Conclusion
(12 号字加黑)
…………
(空一行)
(表中用 10 号字)
(10 号字加黑居中)
(二级标题 11 号字加黑)
(三级标题 11 号字)
References
(12 号字加黑居中)
[1] M.Mizumoto,H.J.Zimmermann. comparision of fuzzy reasoning methods. Fuzzy Sets
and Systems ,8(1982),p253～283 ————— (参考文献均用 11 号字)
9
国际会议论文排版要求
关于论文
1. 论文的书写顺序时:标题、作者姓名、作者单位，摘要、关键词、引言、正文、结论、
参考文献。
2. 论文中附图、附表应附于论文的适当位置,图中文字均必须为打印字,不能用手写体
以免误差。
3. 附表的表头应写在表的上面，居中；附图的图题应写在图的下面，居中。按表、图、
公式在论文中出现的先后顺序分别编号。
4. 参考文献的书写格式严格按照以下顺序：序号、作者姓名、书名（或文章名）
、出版
社（或期刊名）
、出版或发表时间、所在页码。如：
[1]Patricia Jackson .Risk Measurement and Capital Requirements for Banks.
Band of England Quarterly Bulletin ,1995,28(3):177～183
[2]Booth R. Konsynski,Andrew Whinson,et al .Managing Interest Rate Risk
in Banking Institution .Eur.J. Opl Res,1989:302～313
nd
[3]Maurice D.Levi.International Finance.(2 .ed)McGRAW-Hill Inc,1990:76～
95
[4]Cai Zixing,Xu Guangyou. Artificial Intelligence :Principles and
nd
Applications.(2 ed)
Beijing :Tsing Hua University Press,1996:63～65(in Chinese)
关于字体
5. 字体:全篇全部选用 Times New Roman 字体.
6. 字号:论文题目用 14 号字加黑居中;一级标题用 12 号字加黑;二级标题用 10 号字加
黑;三级标题和正文用 10 号; 表、图名用 9 号加黑居中；表、图中标注的文字用 9
号。
7. 数学公式中变量排英文、希腊文斜体，非变量排正体。
8. 论文要有页码。
9．一级标题上空一行，下空一行。二级标题上空一行。
页面设置：
10.在文件选项下的页面设置选项中，
a. 文档网格项中选:“无网格”
；
b. 页边距设为：自动
c.. 打印纸张规格：A4 210×297 毫米。
11.在“格式”选项下的“段落”中，
“缩进”选 0 厘米，
“间距”选 0 磅，
“行距”选最
小值，
“特殊各式”选“无”
。
12. 可有页脚, 页眉
10
脚注或尾注具体要求
（序号用：脚注，①、②、③……；或尾注，[1]、[1]、[1]……）
（1）专著、书籍
【格式】序号 责任者. 出版年(加括号). 书名. 其他责任者（如编者、译者，供选择）.
版本（第 1 版不写）. 出版地: 出版者:页码
[1] Bird R B, Stewart W E. (1960).Lightfoot E N. Transport Phenomena. New York: John
Wiley & Sons Inc, 75
（2）期刊论文
【格式】序号 析出责任者. 出版年(加括号),析出题名. 刊名,卷号（期号）: 起止页
[2] Henry R C, Collins J F. (1994).Vehicle-related hydrocarbon source compositions
from ambient data: the GRACE/SAFER method. Eniron Sci Technol, 28(5): 823-832
（3）会议论文
【格式】序号 析出责任者. 出版年(加括号). 析出题名. In: 文集编者（后加 ed 或
eds）. 文集名. （供选项: 会议名, 会址, 开会年.）出版地: 出版者. 起止页码
[3] Ma Tingxi, Lu Xueshu. (1992).Computer aided analysis of the penetration of
mounted tillage implement. In: Zhang Wei, Guo Peiyu, Zhang Senwen, eds. Agricultural
Engineering and Rural Development: Vol I. Beijing: International Academic
Publishers, 157-160(in Chinese)
（4）学位论文
【格式】序号 责任者. 年份(加括号). 题名. 硕士或博士论文. 学位授予地: 学位授
予单位,
[4] Young L C. (1974). The Application of Orthogonal Collocation to Laminar Flow
Heat and Mass Transfer in Monolith Converters. Ms D Thesis. Washington: University
of Washington,
（5）专利
【格式】序号 专利申请者. 出版日期(加括号). 专利名. 专利国别（地区）. 专利号.
[5] Larsen C E, Trip R, Johnson C R. (1995-01-25). Methods for Procedures Related
to the Electrophysiology of the heart. US Patent 5 529 067.
（6）报纸
【格式】序号 责任者. 出版日期(加括号). 题目. 报纸名. 版次(加括号)
[6] Xie Xide. (1998-12-25). Creating new way to study. People’s Daily, (10)
（7）科技报告
【格式】序号 责任者. 出版年(加括号). 报告题目. 报告号. 出版地: 出版者,
[7] Chescheir G M, Westerman P W. (1984). Rapid Methods for Determining Fertilizer
Value of Livestock Manures. ASAE paper No.84-4082. Michigan: American Society of
Agricultural Engineering
（8）标准
【格式】序号 责任者. 出版年(加括号). 标准名. 标准编号.
[8] APHE. (1985). Standard Methods for Examination of Water and Wastewater. American
Public Health Association, Washington, DC,
（9）电子文献
【格式】序号 责任者. 发表或更新日期/引用日期(加括号). 文献名. 出处或网址.
[9] Chaplin M. (2003). Guar gum. www.sbu.ac.uk/water/hygua.html.
11
Assignment 2 –Period Decisions (20% of total mark)
Events 1, 2 and 3 should be done on a group basis. Event 4 should be an individual assessment
report.
For this event, learners will be required submit decisions for their organisation on a regular basis.
These decisions should be submitted on time and should implement the strategies from the
organisations marketing plan.
The evidence may be provided through a submission of the decisions as and when specified by the
teacher. Only one decision is required from each group for each period.
If the computer-based simulation is used, then decisions should be submitted on a regular basis
ensuring that the full scope of the game is played out. For example, the MikesBikes simulation
requires around 8-12 weekly decisions to demonstrate a full range of marketing circumstances.
12--16 quarterly Decisions
Submit Decisions as a team, for your Company, in accordance with the timetable. These decisions
should implement the strategies from your Company’s Marketing Plan.
Due weekly or as specified.
The quality of your decisions are assessed by the simulation software and an index score for all
company teams’ provided after the results of each decision have been completed.
The index takes into consideration numerous elements:
 Total Assets
 Total equity
 Dollar sales
 Net income
 Income/equity
 Income/sales
 Stock price
 Earnings/shr
 Market share
 Investor
 ROI
The Marketing Game
1. The game should span sufficient decision periods so that the team has the opportunity
to feedback and refine or modify their original marketing plan.
2. This usually takes up to 6 decisions.
12
3. Additional decision periods provide more learning and greater sensitivity to
competitor analysis
4. At level 1 the first product is at the early stages of its product life cycle however as the
decisions continue (to 10), the PLC enters the mature phase making it important to
accommodate these changing market conditions.
5. When you believe students are achieving good results for the situation, it is
appropriate to move the game up to level 2.
6. At level 2, students also have to include decisions on; setting different prices for
wholesale dealers, commission percentages to pay sales representatives, what roles should be
given to the sales force, identification of sales promotion for each channel, as well as the
opportunity to purchase new marketing research reports
7. At level 3, factors now include two products, control of all of the elements of the
overall marketing program.
8. If deciding on moving the class to level 3, ensure that they have sufficient time to
complete at least decisions at this level.
Mikes Bikes
1. Each decision or roll over period equals one year
2. So that by the completion of year 4 students have experienced all new factors
3. Students can continue make as many roll-overs as they wish after year 4, but will
continue with the same factors. The only changes will therefore be a result of their
competition
4. Depending on quality of student decisions, you may find that approximately five
decisions after year 4 may be sufficient. If there have been no rollbacks (redoing of
decisions) this would take you to approximately week12 or week 13.
5. However, past experience suggests that if students roll back (want to redo their
decisions) in the early part of the course, then there is every chance that they will require the
whole 16 weeks to complete a sufficient round of decisions.
Period
Students role
New
decisions
available
Segments available
Year 1
Brand manager

Pricing and
promotion
Mountain

Production
planner

Control of the
budget

Promotion
budget



Distribution
Branding
Control of the
promotion
budget
Year 2
Promoted
Mountain
13
Year 3
Year 4
Promoted
Expansion
product range
of

Capacity
planner


Bonds
Control of the
production
budget

Control of
capital
expenditure

New product(s)
development

Redevelop or
abandon
existing product

Control of
product
development,
budget and
financial
activities
Mountain
Mountain
Road
Kids
14
Assignment 3 –End of Year Analysis Reports
(30% of total mark)
Events 1, 2 and 3 should be done on a group basis. Event 4 should be an individual assessment
report.
For this event, learners will be required to undertake an analysis of the organisations marketing
performance at the end of each year's decisions. This analysis should contain show any
variances from the marketing plan (planned and unplanned) and an explanation as to why these
occurred.
The evidence should be provided by a written report submitted by the group.
Each team will submit a written report comprising the status of performance after eight
marketing Mix decisions – at the end of year 4 or year 6 in the calendar of the simulation.
The report will be in a form of a executive Summary or ‘Board Report’.
Each report should be one or two pages only as it is an Executive Summary. You can attach a
maximum of 3 pages in an appendix.
Each submitted Board Report should show progress against your Strategic Plan, if you have varied
from your original plan and if so, explain why these variations occurred and your altered
projections for sales and profit performance.
Each report should be written after team discussion.
End of year 4 or year 6 Board Reports
Each team will submit a written report comprising an end of year 4 or year 6 Board report. (Each
report = max two page Executive Summary + max 3 pages of any appendix)
Your team is required to undertake an analysis of your organisation’s Marketing performance. The
submitted Board Report should show progress against your Strategic Plan, if you have varied from
your original plan and if so, explain why these variations occurred.
A template will be provided.
Format for report:
The report will be a maximum of 4 pages and cover the following areas:
15

Core competencies
(what do we do best)

Objectives
(what did we want to achieve)

Performance measurement
(what has happened in relation to the objectives)

Performance diagnosis/strategic gap analysis
(why has it happened)

Competitive review
(what the competitors are doing and its impact on your
performance/strategy)

Corrective action
(what should be done about it)
16
IMPLEMENT A MARKETING SOLUTION
Briefing for the Board- Assignment 3
(Insert Company TITLE)
BACKGROUND:
(Insert brief background details relating to this status report EG; Targets, company
structure, identified competitors, etc)
COMMENT:
(Insert your comments regarding performance against targets and any alteration to
Objectives, Strategies or Policies)
CHANGES TO PLAN:
(Insert details of any changes to your strategic plan and why these changes have been
made - include any new objectives and strategies)
NEW TARGETS (if applicable):
(insert your revised sales/profit/volume targets for the next two years)
COMPETITIVE IMPLICATIONS:
(Insert advice on any future implications from competitive activities expected for the next
two years)
LESSONS LEARNED FROM PAST PERFORMANCE:
(Insert actions to be taken that will be different to past decision procedures)
MANAGEMENT STRUCTURE:
(Insert any advice as to any staffing issues that the Board should deal with)
Maximum = two pages plus relevant appendix.
17
Assignment 4 – End of Game Analysis
(20% of total mark)
Events 1, 2 and 3 should be done on a group basis. Event 4 should be an individual assessment
report.
For this event, learners will be required to evaluate their organisation's performance as well as
their own over the period of the game. Factors such as commitment, achievement of objectives,
learning and adaptation of strategies could be included.
The evidence should be provided by a written report submitted by each learner after the last
decision has been made.
1. Review Marketing Performance
50% of BSBMKG505A
Each individual student member will submit answers to the following questions in written form.
A) Submit an overall broad description why your Company thrived or failed as appropriate. Total
max 400 words. (10% of total mark)
B) What do you see as the two most important problems facing your Company in the Business
Policy Game competition? With regard to the one you rank as most important, describe how this
problem arose, the principal factors that contributed to its existence, your recommendations for a
policy with regard to it and the justification for your recommendation. (10% of total mark)
C) Describe your Companies policy with regard to product pricing. How does it differ from your
competitors? Do you agree that this is the policy that your firm should follow? If so, why? If not,
recommend a different policy and justify it. (10% of total mark)
D) With reference to the most recent set of decisions submitted by your team, please comment as to
the reasons they were made. (10% of total mark)
E) Comment on your team’s inventory policy and the maintenance of minimum and maximum
stockholdings. (5% of total mark)
F) Comment on which team you think were most successful and state why. Justify your answer with
specific references. This would include your own team if appropriate. (5% of total mark)
Please see the following attached table:
A)
Submit an overall broad description why your Company thrived Max 400 words
18
or failed as appropriate.
B)
What do you see as the two most important problems facing Max 200 words
your Company in the Business Policy Game competition? With
regard to the one you rank as most important, describe how this
problem arose, the principal factors that contributed to its
existence, your recommendations for a policy with regard to it
and the justification for your recommendation.
C)
Describe your Companies policy with regard to product Max 200 words
pricing. How does it differ from your competitors? Do you
agree that this is the policy that your firm should follow? If
so, why? If not, recommend a different policy and justify it.
D)
With reference to the most recent set of decisions submitted by Max 200 words
your team, please comment as to the reasons they were made.
E)
Comment on your team’s inventory policy and the maintenance Max 200 words
of minimum and maximum stockholdings.
F)
Comment on which team you think were most successful and Max 200 words
state why. Justify your answer with specific references.
This would include your own team.
2. Monitoring Marketing Performance
50% of BSBMKG505A
Each individual student will submit written answers to the following questions.
Considering the large amount of data available to you during this simulation, what are the key items
you should monitor to:
a) analyse the current and potential demand for your product (25% of total mark)
b) gauge the marketing performance of your teams company (25% of total mark)
Provide a rationale and priorities for your recommendations
Considering the quantity of data available to you before and during this simulation:
Please see the following attached table:
A)
What are the key items you should use to
analyse the current and potential demand for your product
Max 400 words
B)
what are the key items you should use to
gauge the marketing performance of your teams company
Max 400 words
19
Assignment 5 – Updated Marketing or Strategic Plan
(
% of total mark)
This strategic plan is to update the Situation analysis and recommend objectives and strategies for
the next management team. It will include many of the tools you have learned in Strategic
Marketing and marketing Communication Planning. Your plan is to be presented to the class.
Present to the class your results and rationalise some of the tactics you used to achieve them – max
15 minutes
Your team is to update your strategic plan. The plan is to be recommendations to the next
management team for your firm and the launching of your product in Australia.
In order to complete this strategic plan, your firm should conduct another situation analysis. This
consists of a thorough re-examination of the environment, the industry, the competition and your
firm.
The plan then flows from the findings of the situation analysis. The analysis should include (but
not be limited by) the points mendioned in Assignment 1.
Strategic Plan - Format
Your team is to submit a written strategic plan. The plan, in draft form, is due prior to the first
decision, and may be considered as part of a term project for your firm's management.
In order to complete a strategic plan, your firm should conduct a situation analysis. This consists
of a thorough examination of the environment, the industry, the competition and your firm.
The plan then flows from the findings of the situation analysis. The analysis should include (but
not be limited by) the following:
A. Macro Environment
1. Economic forces operating in your world
2. Social & cultural forces
3. Technological forces
4. International forces
5. Political & governmental forces
B. Business Environment
1. Competitors—positions, strengths, weaknesses )
2. Customers—bargaining power
) (use Porter’s five3. Suppliers—bargaining power
) forces model)
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4. Government regulation
)
C. Market Analysis
1. Describe industry history over last two years
2. Describe the potential of the industry, outlook and trends
3. Competitive analysis (describe each competitor’s marketing mix)
4. Opportunities, threats (include significance and probability analysis)
D. Firm Analysis
1. Describe your product – include a graphic showing the PLC over the last 6 years and
the anticipated future expectations for next two years
2. Describe your target markets and current positions on a price/quality matrix
3. Current market share and market share potential
4. Sales trends over the past two years and expected trends for next two years
5. Market segments currently served with attractiveness and business position analysis for
each market (GE/McKinsey model)
6. Internal Strengths and weaknesses including capabilities—marketing, financial,
production, HR. (include Porter’s Value Chain)
7. Competitive advantages and details if it is a SCA.
After the situation analysis has been completed, it is time to work on the strategic plan document.
21
The components of your strategic plan:
I. Executive Summary (1-2 pages)
This section should include a brief overview of the plan including key points (Key opportunities,
goal, objectives, key strategies, budget, and timing).
A. Situation Analysis
Include your findings and analysis
B. Company description
1. Company name
2. Key Management names/titles/roles
C. Mission & Vision
1. Company vision statement—the dream (very short and memorable)
2. Company mission statement—your business (who are you, who do you service)
D. Market description
1. Target markets available (demographics, geographics etc.)
2. Size of each market, reason for selection
3. Competitors
E. Company Goals and Objectives
A Goal is long term (4-5 year) and general. Objectives are short term (annual) and more specific.
They should include the objective sought, the index used for measurement, the target to be
achieved and the time frame in which the target is to be achieved. Remember the SMART
formula.
1. General Company Goal
(increase in company value over next four years from $[current value in $m] to $XXm)
2. Marketing Objectives
(Annual Gross Sales and Net Profit after Tax. NOT Market Share and Marketing
Communication Objectives)
3. Operations/Production Objectives
(Production output each year to meet Gross Sales targets above – given average annual
price)
4. Finance Objectives
(Investor ROI, Credit rating, Income from other sources, Bond repayment timing)
5. Human Resources Objectives
(number of Sales staff required to meet Gross Sales targets above)
22
II. Company Strategies
All market areas should be considered in this section of the plan.
A. Marketing strategies
1. Target segments – who, where, why.
2. Geographic Markets to operate in and why (use Porter’s Generic Strategy model and
the Ansoff product/market matrix with a rational)
3. Pricing strategy (annual average price per year multiplied by volume produced to
achieve Gross Sales Objective)
4. Product – R&D investment strategy and new product release timing
5. Promotion strategy: scheduling strategy, pattern of Advertising, budget and timing
strategies for current markets and recommendations for launch strategy for new
geographic market e.g.east coast of Australia
B. Operations/production strategies
1. Production output capabilities (when to use of overtime, second shift, new lines etc)
2. Anticipated changes in capabilities (location and capacity to meet Gross Sales targets
above)
C. Finance strategies
1. Current funding requirements and sources
2. Planned future funding requirements and sources
3. Share issue/buy-back strategy
4. Bond repayment strategy
5. Dividend payment strategy
6. Price/margin strategy (COGS v wholesale price)
D. Human resources strategies
1. Sales force size and growth pattern and
2. Compensation strategy
E. Implementation/Timing Plan
F. Appendices
Your appendices should include the following:
1) Revenue forecast graphs
2) Any other relevant material to support your current strategic position and projected reposition
Marketing Communication Launch Plan (see requirements attached)
For graduation, you are required to attend Thesis Presentation and Reply Asseessment
23
TITLE: Marketing Communication Launch Plan
LENGTH: 2,000 word written report and supporting material.
MARKS: This assignment is worth 40% of the overall marks for units BSBMKG503A.
PURPOSE:The purpose of this assignment is to provide an opportunity for students to apply the
knowledge and skills learnt in the module to develop a promotion plan for your organisation.
REQUIREMENTS:Students are required to complete a promotion plan (which includes an IMC
plan, media plan, rationale and schedule).
YOUR BRIEFYour company has decided to launch their product into Australia and require a
launch IMC plan.
This market is too geographically spread to launch in all state capitals at once but the three eastern
states have been selected for the initial launch phase. The other states will follow based on the
success of the initial launch.
You must develop the promotional plan for the launch. Your budget is limited to $500,000 and the
launch date is 1 July 2009.
(a) Prepare a promotion plan to include the following:
1.
Promotion Objectives including the relationship to the organisation’s overall marketing
objectives
2. Issues found in your situational analysis that are relevant to your promotional program
(internal and external)
3. The target market
4. Budget determination and allocation
5. IMC Mix –Promotional elements including an advertising media rationale; stress how this
works within the overall communications plan
6. Action plan for implementation of the campaign including a full IMC schedule
7. Methods for monitoring, evaluating and controlling the campaign
(b) Present the campaign in a professionally prepared report.
24
Another Suggested Outline for Marketing Plan
1. Title Page
Product chosen, names of group members etc
2. Table of Contents
3. Executive Summary
 A brief overview of the plan,
 Key actions, strategies and any other information that the students considers
necessary for a reader to gain a quick understanding of your proposals.
4. Situation Analysis
In this section the student will give a review of the chosen industry (size,
competition, growth etc) and the factors that may impact the industry and
decision in the industry. This will usually include economic, social, competitive,
political, internal (company) issues. The student should provide as much
information as they can in order to give a clear picture of the nature and size of
the opportunity that they intend to market to.
5. SWOT Analysis
The SWOT is where the student highlights the key strengths,
weaknesses, opportunities and threats that they have discovered during
the situation analysis. As such, every item in the SWOT is the result
of careful analysis and interpretation and should have corresponding
evidence in the situation analysis. The marketing strategies should be
based on the SWOT.
6.
Mission Statement
Given the information gathered in the situation analysis and SWOT, the mission
statement should be a clear statement of intent for the organisation as the basis of
its reason to successfully compete.
7.
Objectives
Objectives represent the key benchmarks that the organisation expects to achieve
as a result of its marketing activities. They must be measurable, realistic and
include a timeframe. Yearly objectives for three years must be set to cover at least
sales, marketing and financial areas.
8. Segmentation Strategy and Target Market
A statement (backed up with reasons) of the segmentation approach used. Also,
a clear definition and specific profile of the target market.
25
9. The Marketing Mix
A detailed review of recommendations and actions for:
i) Product
ii) Promotion
iii) Price
iv) Place
Students should include appropriate use of marketing concepts from the class and
the text for each element of the marketing mix and justify why a particular action
is proposed.
10.
Budget
An estimate of the costs involved in implementing the plan by major expense
categories. This must be realistic in that a student’s product sales and plan
should be able to finance the proposed actions.
11.
Action Plan
Gives instructions as to how the plan will be implemented. It includes a
statement of what actions will be carried out, in what order, who is responsible
for the action and when it is commenced/completed.
12.
Evaluation Process
Outlines how achievement of the objectives will be measured and the criteria
that will be used to determine success or otherwise. It must relate back to the
objectives.
ASSIGNMENT 5 PRESENTATION GUIDELINES
The assignment must be handed in on the day the assignment is due.
The assignment should be presented in a professional manner.
Typed with size 11 font size in Times New Roman
Single line spacing with 2cm margins (or auto margin in Microsoft word)
Page numbers in the footer
The Final Report Should Be in the Following Sequence:
1. The thesis cover of Shenzhen Polytechnic
2. The project assessment sheet
 (The following files should be in English)
3. The assignment cover page
4. Abstract and Key words
5. Table of Contents
6. The body of your thesis or project paper (including Appendices)
7. References or Bibliographies
8. Acknowledgement
26
论文题目：
作
者：
班
级：
指导老师：
深圳职业技术学院教务处
2008 年 5 月 18 日
27
毕业设计（论文）任务书
专业（班）：
姓名：
 课题名称、主要内容和基本要求
课题名称：
主要内容：
基本要求：1、选题科学、面向实际、有一定的新意；
2、结构合理、层次清楚，观点正确、中心突出；
3、资料翔实、论证充分、能联系实际；
4、语句流畅，格式和标点符号正确字数不得少于 6000 字。
 进度安排
周次
工作内容
执行情况
5
确定题目，建议查找相关资料
已执行
6
提交写作提纲
已执行
7
修改写作提纲
已执行
8
确定提纲，开始初稿写作
已执行
10
提交论文初稿
已执行
11
论文初稿修改、提交论文二稿
已执行
13
修改论文二稿、提交论文三稿
已执行
14
论文最终定稿
已执行
15
打印、装订。准备答辩
已执行
28
 指导教师评语
指导教师签名：
 评阅教师评语
评阅教师签名：
 毕业设计（论文）成绩
答辩委员会主任签名：
29
ASSESSMENT COVER PAGE
STUDENT/TEAM NAME:
CONTACT NUMBER:
_________________________________________________
___________________________________________________
EMAIL ADDRESS:
_____________________________________________________
UNIT NAME:
_____________________17136Q Marketing Simulation______
EVIDENCE COMPLETION/ASSESSMENT NAME: ___Marketing Planning______________
TEACHER:
__________________________________________________________
DUE DATE:
_________________________________________________________
DATE SUBMITTED: _________________________________________________________
VERIFICATION OF ORIGINAL WORK:
I verify that this /these evidence collection/assessments is/are my/our original work
and any work of other person/s has been referenced and given credit throughout the
work. This assignment has not been submitted for any other subject in this course.
_______________________________________
Signature of Student/s
_______________________________
Date
……………………………………………………………………………………………………………………………………………
…
30
（注意：以下各部分内容都需用经管学院的论文专用纸并用英语成文，每部分需重新起页）
对我国税务电子化建设的探讨
内容摘要
（200－300 字）如：税务电子化是运用信息技术创新治理和服务的整合概念，其内涵
在于建立一个虚拟税务机构，为公民提供方便、快捷、高质量的公共服务。本文围绕我国税
务电子化发展前景的主题，分析了我国税务电子化的发展历程、发展现状和发展特点，探讨
了我国税务电子化发展建设中存在的税务电子化的系统没有实现统一、网络还没有达到互连
互通信息共享、网络传输中数据安全性难以保证、管理上不完善等主要问题，最后提出了加
强宣传、提高认识、突破传统观念、实施税务电子化系统一体化、系统集成信息共享网络互
联、明确电子缴税的管理制度和有关法律责任、安全性是税务网站建设的生命等解决办法以
及在以后建设税务电子化发展中应加大政府投入缓解资金短缺、减少盲目性注重可行性、深
化三项改革、实行“一把手”负责制、管理与技术紧密配合、争取在人才培养上有突破等建
议。
关键词：
（3-5 个）如：税务电子；税收；电子商务；电子申报
31
目 录
一、前言…………………………………………………………………………………………1
二、我国税务电子化的发展现状………………………………………………………………1
（一）发展历程……………………………………………………………………………1
（二）发展现状……………………………………………………………………………1
（三）发展特点……………………………………………………………………………2
三、我国税务电子化建设中存在的问题………………………………………………………2
（一）思想观念认识还有待进一步转变…………………………………………………2
（二）没有实现税务电子化系统一体化…………………………………………………2
（三）网络在互联互通、信息共享、功能衔接中出现的问题…………………………3
（四）有关电子缴税管理和法律问题……………………………………………………3
（五）对网络和信息安全问题重视不够…………………………………………………3
四、我国税务电子化的发展趋势与方向………………………………………………………3
五、加快电子税务建设的几点建议……………………………………………………………4
（一）加大政府投入，解决资金短缺……………………………………………………4
（二）减少盲目性，注重可行性…………………………………………………………4
（三）深化三项改革，实行“一把手”负责制…………………………………………4
（四）管理与技术的紧密配合……………………………………………………………4
（五）必须在人才培养上有突破…………………………………………………………5
（英文正文的层级标题和目录最好采用如下格式：注意标题号顶格，后面不能跟标点符号）
1……
1.1……
1.2……
1.2.1……
1.2.2……
（注意下面提示的英文成文格式）
32
The Researches on Rs Method for Discrete Membership Functions
（空一行）
Zhang Xiaoyan, Li Dequan
(题目 14 号字加黑居中)
School of Management,
Sichuan University, P.R.China, 610036
(11 号 字 居 中)
(11 号字加黑)
(空一行)
Abstract
Mizumoto used to advance a fuzzy reasoning method ,Rs,which fits the……
Key words IDSS,Fuzzy reasoning,……
(11 号字)
(空一行)
1 Introduction
(一级标题 12 号字加黑)
We know that the approaches of implementation of intelligent decision
support systems(IDSS)have become variable……
(正文均用 11 号字)
(空一行)
2 An Example
According to the definition of Rs,we can construct the fuzzy relation matrix,as shown in table 1
Table 1 A Fuzzy Relation Rs
(10 号字加黑居中)
U2 U3
U1
0.00 0.10 0.40 0.70……
0.00
0.20
.…..
1.00 1.00 1.00 1.00 ……
0.00 0.00 1.00 1.00 ……
…… …… …… …
Figure
(图中标注用 10 号字)
Figure 1 Functions of……
(空一行)
3 The Improved Method
(空一行)
3.1 Method one
…………
3.1.1 Discussing about method one
…………
(空一行)
3.2 Method two…………
…………
(空一行)
4 Conclusion
(12 号字加黑)
…………
(空一行)
(表中用 10 号字)
(10 号字加黑居中)
(二级标题 11 号字加黑)
(三级标题 11 号字)
References
(12 号字加黑居中)
[1] M.Mizumoto,H.J.Zimmermann. comparision of fuzzy reasoning methods. Fuzzy Sets
and Systems ,8(1982),p253～283 ————— (参考文献均用 11 号字)
33
国际会议论文排版要求
关于论文
9. 论文的书写顺序时:标题、作者姓名、作者单位，摘要、关键词、引言、正文、结论、
参考文献。
10. 论文中附图、附表应附于论文的适当位置,图中文字均必须为打印字,不能用手写体
以免误差。
11. 附表的表头应写在表的上面，居中；附图的图题应写在图的下面，居中。按表、图、
公式在论文中出现的先后顺序分别编号。
12. 参考文献的书写格式严格按照以下顺序：序号、作者姓名、书名（或文章名）
、出版
社（或期刊名）
、出版或发表时间、所在页码。如：
[1]Patricia Jackson .Risk Measurement and Capital Requirements for Banks.
Band of England Quarterly Bulletin ,1995,28(3):177～183
[2]Booth R. Konsynski,Andrew Whinson,et al .Managing Interest Rate Risk
in Banking Institution .Eur.J. Opl Res,1989:302～313
nd
[3]Maurice D.Levi.International Finance.(2 .ed)McGRAW-Hill Inc,1990:76～
95
[4]Cai Zixing,Xu Guangyou. Artificial Intelligence :Principles and
nd
Applications.(2 ed)
Beijing :Tsing Hua University Press,1996:63～65(in Chinese)
关于字体
13. 字体:全篇全部选用 Times New Roman 字体.
14. 字号:论文题目用 14 号字加黑居中;一级标题用 12 号字加黑;二级标题用 10 号字加
黑;三级标题和正文用 10 号; 表、图名用 9 号加黑居中；表、图中标注的文字用 9
号。
15. 数学公式中变量排英文、希腊文斜体，非变量排正体。
16. 论文要有页码。
9．一级标题上空一行，下空一行。二级标题上空一行。
页面设置：
10.在文件选项下的页面设置选项中，
a. 文档网格项中选:“无网格”
；
b. 页边距设为：自动
c.. 打印纸张规格：A4 210×297 毫米。
11.在“格式”选项下的“段落”中，
“缩进”选 0 厘米，
“间距”选 0 磅，
“行距”选最
小值，
“特殊各式”选“无”
。
12. 可有页脚, 页眉
34
脚注或尾注具体要求
（序号用：脚注，①、②、③……；或尾注，[1]、[1]、[1]……）
（1）专著、书籍
【格式】序号 责任者. 出版年(加括号). 书名. 其他责任者（如编者、译者，供选择）.
版本（第 1 版不写）. 出版地: 出版者:页码
[1] Bird R B, Stewart W E. (1960).Lightfoot E N. Transport Phenomena. New York: John
Wiley & Sons Inc, 75
（2）期刊论文
【格式】序号 析出责任者. 出版年(加括号),析出题名. 刊名,卷号（期号）: 起止页
[2] Henry R C, Collins J F. (1994).Vehicle-related hydrocarbon source compositions
from ambient data: the GRACE/SAFER method. Eniron Sci Technol, 28(5): 823-832
（3）会议论文
【格式】序号 析出责任者. 出版年(加括号). 析出题名. In: 文集编者（后加 ed 或
eds）. 文集名. （供选项: 会议名, 会址, 开会年.）出版地: 出版者. 起止页码
[3] Ma Tingxi, Lu Xueshu. (1992).Computer aided analysis of the penetration of
mounted tillage implement. In: Zhang Wei, Guo Peiyu, Zhang Senwen, eds. Agricultural
Engineering and Rural Development: Vol I. Beijing: International Academic
Publishers, 157-160(in Chinese)
（4）学位论文
【格式】序号 责任者. 年份(加括号). 题名. 硕士或博士论文. 学位授予地: 学位授
予单位,
[4] Young L C. (1974). The Application of Orthogonal Collocation to Laminar Flow
Heat and Mass Transfer in Monolith Converters. Ms D Thesis. Washington: University
of Washington,
（5）专利
【格式】序号 专利申请者. 出版日期(加括号). 专利名. 专利国别（地区）. 专利号.
[5] Larsen C E, Trip R, Johnson C R. (1995-01-25). Methods for Procedures Related
to the Electrophysiology of the heart. US Patent 5 529 067.
（6）报纸
【格式】序号 责任者. 出版日期(加括号). 题目. 报纸名. 版次(加括号)
[6] Xie Xide. (1998-12-25). Creating new way to study. People’s Daily, (10)
（7）科技报告
【格式】序号 责任者. 出版年(加括号). 报告题目. 报告号. 出版地: 出版者,
[7] Chescheir G M, Westerman P W. (1984). Rapid Methods for Determining Fertilizer
Value of Livestock Manures. ASAE paper No.84-4082. Michigan: American Society of
Agricultural Engineering
（8）标准
【格式】序号 责任者. 出版年(加括号). 标准名. 标准编号.
[8] APHE. (1985). Standard Methods for Examination of Water and Wastewater. American
Public Health Association, Washington, DC,
（9）电子文献
【格式】序号 责任者. 发表或更新日期/引用日期(加括号). 文献名. 出处或网址.
[9] Chaplin M. (2003). Guar gum. www.sbu.ac.uk/water/hygua.html.
35
论文上交形式
论文一式三份，其中正本一份，复印件 2 份；电子文档一份。
论文答辩
答辩是审核和评定学生毕业论文质量和成绩的重要环节，本专业的论文答辩需要用英文
进行，PPT 的准备请参考“通用答辩格式”
。
（1）答辩组织。学院成立答辩指导委员会，各系设立答辩委员会，按专业下设答辩小组，
组长由各系答辩委员会指定。
（2）答辩资格。已完成毕业论文，且论文合格的学生，方可参加答辩。未完成毕业论文的
学生或指导教师认为论文不及格的学生，不可参加答辩。
（3）答辩时间。一般在第 16 周进行答辩，组织答辩前一周，答辩小组组长将毕业论文提交
评阅人审阅，并写出评阅意见。
（4）答辩程序。答辩中，学生先讲解 8-10 分钟，然后答辩教师提问 5-10 分钟，所提问题
一般应围绕毕业论文课题，并结合该专业的基础知识，基本技能等，难易要适当。
36