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Marketing Principles Assessment

1. Cover Sheet
2. Introduction
(What this paper is about - to develop a Marketing Plan to increase sales or market share of your chosen Product in the Australian Market)
3. Background of Company & Product
(Information about the company and how well or poorly this product is doing in the market. You can use sales figures or market share of recent years. Unique Selling Point or competitive advantage of this Product compared to its competitors)
4. Situation Analysis (PESTLE & SWOT)
PESTLE - Analyse how current situation in Political/Legal, Economic, Socio-Cultural, Technological and Environment in AUSTRALIA affect your Product and how they are OPPORTUNITIES or THREATS to your Product
SWOT - Strengths and Weaknesses of the Company & Product
SWOT - Opportunities and Threats are your deductions from the PESTLE
Analysis
5. Objectives
(What are the objectives of this Marketing Plan - to increase sales to your target market by how much ($$$) or market share (%) within a time line of 1 year from 1 Nov 2019 till 31 Oct 2020. Objectives have to be SMART - specific, measurable, attainable, realistic and has a timeline.)
6. Target Market
(Your chosen Market Segment. Use segmentation bases such as Demographics (age, income, etc?), Psychographics, Behavioural, etc. Provide reasons for choosing your Target Market.)
7. Consumer Behaviour of Target Market (Give the reader an insight into how the Target Market behaves in terms of Consumer Behaviour. High Involvement, Low Involvement, and many other concepts we learned in this chapter.)
8. Marketing Strategy -
- (a) Product
- (b) Promotion
- (c) Price
- (d) Place

9. Implementation
(when are your new 4 P's carried out - which part of the year and reasons)
10. Evaluation
(how will you know you have achieved the objectives? how often should you check to ensure you are on track to achieve the objectives?)
11. Conclusion
(The conclusion tells the reader in summary what you have done and why you feel you will achieve the objectives.)

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  • Uploaded By : Keith
  • Posted on : September 11th, 2018
  • Downloads : 258

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