As a group (maximum of four people per group), you need to choose a brand that has a presence in the Australian market. You are then required to utilise the concepts taught in class to develop a marketing strategy analysis report that:
-Discusses the chosen organisation's current marketing strategies
-Proposes new potential marketing strategies for the organisation
TOPIC is: Destination Gold Coast (domestic tourism services only).
The focus should be on the organisation's brand in the Australian market place, rather than in other countries, or internationally.
The brands that you may choose are -Virgin Australia (domestic passenger services only), Destination Gold Coast (domestic tourism services only), Freedom Furniture (domestic furniture stores only), Uber (domestic taxi services only).Just choose one of these brands.
Students will be awarded for their creativity, thorough research and well written reports. It is suggested that use be made of the market and product analysis tool in analysing the market/organization/product category/brand. A Word document describing some of the keybusiness tools appears on LEO (also see textbooks).All reportsshould include the following:
Executive Summary (key highlights of the analysis)
Table of Contents (remember to include the page numbers)
Introduction (chosen brand, structure of the Report, any parameters of the analysis)
1. Description of the organisation(origins, markets served, product categories, key brands)
2. Current Strategic Plan/Focus (key highlights)
3. Market Analysis (key target markets/customers, trends, nature of the industry/product category)
4. Competitive Analysis (both direct and indirect competitors, emphasis on the former, strengths)
5. Proposed marketing objectives (check existing ones first, extend from, or modify these)
6. Proposed marketing strategies (suggest organize around the 4 or 7 P's, show how fit together)
7. Implementation process for the proposed strategies (how will carry out, 'fit' together, timeline)
8. Evaluation and Control (marketing metrics and other KPI's to be used, and management's role)
Bibliography (organisation's website(s), newspaper, magazine articles, industry/market reports)
Appendices (optional, but could include applications of the business tools)
A separate document will be provided that outlines the suggested word count per section, and the product and analysis tools that could be utilised in your analysis and planning.
My Part is 5th and 6th point, 700 words in total.
Attachment:- Assignment Files.rar