Week 4: Content Review - Strategic Planning and Branding - Although sometimes forgotten, Strategic Planning is imperative to a business framework in understanding how to cope in a future in which the environment is ever changing. - It is a strategy which is relevant at both the Corporate and Business levels to develop organisational goals and objectives. - Whereas Strategic Branding is the connection created between a brand and the benefits expected from its product. The establishment of this connection is vital for an organisation to develop to achieve brand familiarity. Week 4: Tutorial Class Activities - Strategic Planning To begin today's tutorial, we were asked to develop a name, logo, slogan and team contract for our Marketing …show more content…
We expect all team members to complete their assigned part of the assessment to the best of their ability. 2. We expect all team members to be punctual to team meetings, and to contribute as a team. 3. We expect all team members to complete their assigned parts of the assessments under the time constraints decided collectively by the group. 4. We expect all team members to attend tutorials and have an understanding of lecture material. 5. We expect all team members to respect each other as individuals and regarding their work. The next activity during the Tutorial included discussing within our groups the competitors of Kaufland in Australia: Competitors: Other Grocery Stores (Woolworths, Coles, Aldi), and Large Retail Stores (Myer, Big W) Continuing on with the theme of competition we next briefly discussed Competitor Analysis and Porters Fiver Forces; two useful frameworks in determining an industry's competition. Next, we discussed Segmentation Strategies, the ways in which organisations tailor their marketing strategy to target different segments of the market based on their …show more content…
Self-Actualisation Needs: Kaufland can provide self-actualisation needs to its employees, offering them a career pathway to reach their full potential. Esteem Needs: Kaufland can fulfil esteem needs when customers feel good by getting a bargain, or by finally finding a product they have been looking for. Social Needs: Kaufland should look to create an environment (layout and products) which are family friendly. Safety Needs: Kaufland should look to fulfil safety needs of the organisation and its consumers, by placing safety and security controls over money, property, fresh produce, quality of produce etc. Physiological Needs: People need to buy food and water to survive, and Kaufland provides this. Brand Recognition: Kaufland does not have brand recognition, therefore it is a high priority to gain this recognition. Personally, I enjoyed the class discussions that took place during this tutorial, there was involvement from many peers who offered information and ideas from a perspective I would not have necessarily thought of. The value of these discussions has instilled a confidence in my marketing plan team to collectively create a well-constructed final