Marketing System: Case Study of Australia’s Cattle Trade

Part 2: Individual Case Study (15%)


The software used to design this presentation is “Popple!” which can be downloaded to either tablet or PC. http:/

Popple!offers a w ide range of possible mapping examples including those that have been created by other users. Students are encouraged to view some of thes e as way to start their own Popple! map. It is the responsibility of the student to register in Popple!. There should be three levels in the Popplet map. Level one highlights the case study taken from a you tube video. Level two demonstrates the key events. Level three shows marketing system theories.

Each of the levels should be showing linkages,and the student is expected to present the justification of the linkages.The presentation will take place on Week 5. The justification should highlight how events are unfolded in the case, and how marketing system theories are

linked to the events.

Student will upload their Popple! presentation and present it to the class via the online forum. The presentation is limited to strictly no more than 15 minutes. Exceeding the time limit will result in penalty. 10% of the presentation mark will be deducted from every extra minute

Step 1:Select a case from YouTube

Select a case from YouTube. The case can be selected upon the choice of an individual. You tube case should be shown to the tutor before final selection on Week 3. It is strongly suggested that student follows the first two lectures and engage in intensive group activities during tutorial hours. It may give sufficient theoretical clues to select the most relevant case study .

Step 2: Develop a theoretical background and research method

Students must execute a brief litera ture review on marketing system theory . The clear understanding of concepts will allow student to describe the case in the lens of marketing system. After gaining substantialliterature on marketing system, students can select the most relevant case from You Tube.

Several research methods will be covered in lecture 3 from where students will be able to select the most relevant method. For example: event sequencing or narrative sequencing are the two most relevant methods for this assessment.

Step 3: Demonstrate the case study:apply event sequencing

The events from the case will be captured frorr the following table.

Time or the event        Description

Relevance to marketing system

In order to describe the case,events should be captured by time. Time should be mentioned in sequential order so that themes are generated.  In description box, a brief explanation is needed to describe the event. In the last box, a theoretical explanation should be mentioned without description. After careful investigation of the case, there should be few/many event s which assumed to generate enough marketing system theories.

Step 4: Student should elaborate how the marketing system theory is relevant to a particular context In the case. These should be taken from the map mentioned in step 3. The Popplet must be attached in the report as an appendix.


A marketing system is any orderly process empowering numerous business sector players that include suppliers, direct market players and entities that affect the business environment. The key players in the marketing system include producers, consumers and the government that act as the external entity. The marketing system provides an environment where merchants and bidders communicate and make bargains. It is the value instrument as well as the whole arrangement of regulation, tax systems, capability and accreditations that encompasses that system and makes them to relate well in the social context. The players of the marketing system use communication as a tool for building the relationship between the direct players. There are different marketing systems with the differentiating factor being the government’s involvement in aspects such as taxation, regulation and facilitation of the marketing process. The case study is about the Roebuck Export Depot, a state-owned organization that facilitates livestock exportation. Farmers are the producers of the products for trade while the government is the intermediary body. The essay explores the case study of Australia’s cattle trade as an example of a command marketing system. The case study is used to take a gander of the concept of marketing system.

Literature Review

A marketing system, whether at the local or global level is a combination of dynamic systems that are rooted in a social and interactive network associated with institutional and information situations (Arnould 2011).  The type of marketing system is determined by the level of control and the type of resource ownership.  Market systems are classified based on the level of control and resource ownership into three categories that include mixed, command and free marketing systems. In a commercial situation where the resources are owned by a private body is known as free market. On the other hand, a market system characterized by government control of all the trade resources is termed command market system. It is also called arranged economy or business sector frameworks because of the organized arranging by the government. The government claims all assets and builds up all features of the economy, including what is created, money related remuneration to specialists, costs of items and who can get them. The kind of economy is favored by most nations. Any other market system that falls between command and free market systems is known as mixed market systems.

The most commonly employed marketing system is the mixed system. The marketing strategy employs both command and free market systems. Mixed marketing system and frameworks are favored by an extensive variety of social orders, on the grounds that they can adjust assorted financial and political beliefs between gatherings with inconceivably diverse perspectives. Consumers, suppliers and external factors form basic and fundamental core units of the marketing system that include producers (Eric Lofholm 2010). Direct market players are the key characters that steer the financial action in the mixed marketing system. The other components that make up the marketing system are the suppliers of trade merchandise and services. A mixed marketing system’s main components include business associates, business, and government, which in most cases regulate the business and facilitate trade channels and infrastructure. A complete mixed marketing system is thus, comprised of government or other administrative organizations, product suppliers, and business affiliations. There are four basic principles that determine the existence and success of a marketing system…

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