Assignment Description -
Goal: You will prepare a marketing plan for the Australian Marketing Organisation you focused. Focus on one product or service for the organisation.
Organisation name - Bulla Dairy Foods External Market Analysis
Product: A marketing plan (3000 words)
Format: Prepare a marketing plan for the Australian Marketing Organisation used in Assessment Task 1 (including a company and industry background, situation analysis, SWOT analysis, marketing goals and objectives, marketing strategy, implementation plan and controls).
Criteria
- demonstration of an understanding and application of relevant marketing theory and concepts through the application of these theories and concepts for developing a strategic marketing plan for a real-world marketing organisation.
- presentation of a formal written marketing plan report using the guidelines provided in Summers and Smith (2010) Communication Skills handbook including correct report format and referencing.
Case Background -
- Provide a brief background to the company/product and industry
- Situation Analysis (provide only a brief summary of the external environment analysis and place the external environment analysis from Assessment Task 1 in the appendices)
- This section should also identify the current market and major segments for your subject and review consumer needs and factors that may affect consumer purchasing
- Provide a financial analysis of the market and the subject that can inform the SWOT and marketing goals, objectives and strategies
SWOT analysis -
- Use this section to build on the external environmental analysis and identify how opportunities and threats can be responded to based on internal strengths and weaknesses
- From the SWOT the critical issues should be identified
Marketing goals and objectives -
- State the marketing objectives you recommend the company attain during the plan's term (remember to identify SMART objectives)
Marketing strategy -
- Outline the broad marketing logic by which the marketing objectives will be achieved
- Define the specific market segments to target and proposed positioning
- Provide specific strategies for each marketing mix element to explain how each responds to the threats, opportunities and critical issues spelled out earlier in the plan