In pairs you are required to submit a marketing proposal that will form the basis of the marketing plan for this subject. You are provided with a briefing on the operations of the global company "Enterprise rent-a-car" in the the Marketing kit folder .
Your major assessment task is to create a Marketing Plan for this company's new Australian business to be set up in Brisbane, Queensland from the material provided.
For this first assessment task, you will provide a written proposal outline that shows your understanding of the material presented and outlines the steps you will take to gather information for the development of the plan. This should include a brief review of available academic and industry material. Note: Wikipedia is neither a recognised academic nor industry source!
Your proposal should include the following:
· Introduction: the nature of the product/service and the need for formal marketing planning.
· A brief background of the relationship between the organisation and the industry context. Who are the main current and / or likely future competitors? Consider the macro environment, significant influences and issues relating to sustainability.
· Description of service and/or product. What is the current or proposed competitive advantage?
· Briefly describe the target market - that is the consumer group(s) who will be the potential target(s).· Brief description and justification of how the product or service will deliver customer value to the target market (s).
· Recommendations to senior management as to the steps that will be taken to develop a full marketing plan.
· List of references.
You will be provided with feedback on your proposal, together with suggestions regarding useful resources.