Prepare a marketing plan for a local organisation

The Marketing Plan for POWERSHOP AUSTRALIA

You are required to prepare a marketing plan for a local organisation selected by the lecturer and subject coordinator (details of the client company will be outlined and given to you in week 1).

The plan will be presented to senior management. Follow the steps outlined in the subject outline and listed below

You are strongly recommended to start work on the plan from Session One and after each Session add relevant information to the plan.

Length: approximately 20 pages.

For this assessment, you are required to prepare a marketing plan for a client company and ensure the plan has a significant social media component.Your marketing plan will be underpinned by sound research and demonstrate thoughtfulness, understanding of marketing issues and have an implementation plan to show how the organisation should proceed. Your report will include the following:

– A description of the organisation, and the product or service;
– A market analysis, including direct and indirect competitors;
– A PESTLE (political, economic, socio-cultural, technological, legal and ecological) analysis;
– A SWOT (strengths, weaknesses, opportunities and threats) analysis;
– A consumer behavior analysis, including identification of the type of consumer and target market for the product or service;
– A marketing plan (4P’s and/or 7P’s)
o analysis of the product (or service) and branding;
o pricing strategy;
o distribution (place) options;
o people, process and physical facilities
o an outline of an Integrated Marketing Communications plan (IMC: promotion) which must include a substantialsocial media component; and,

Financial and operational plans; and,

An implementation and control strategy.

Be creative but also realistic in developing your marketing plan. Your budget is $50,000 maximum. Prepare the report as if you were going to be presenting it to the organisation you have chosen. The intention is to create a marketing plan that the organisation could actually implement!

Do:

– Present the marketing plan in report format with subheadings and paragraphs following the structure outlined above.

– Use tables, diagrams and further analysis of data to clarify, illustrate and supplement analysis and support your recommendations.

– Use page numbers, double or 1½ spacing for ease of reading and feedback.

– Use citations from original sources when they are used, using an accepted format such as APA. If sources have not been acknowledge, they will be considered as plagiarised. [A citation looks like this: Albaum, Strandsov and Duerr (1994) have described the sales response function…..].

– The reference to the above citation is as follows:

Albaum, G.A., Strandskov, J., Duerr, E., Dowd, L.(1994),International Marketing and Export Management, New York: Addison-WesleyMarketing Project Brief

Client: Powershop Australia

Aim

To provide Powershop with a marketing plan to guide Powershop’s entry into the south east Queensland market. The target market consists of residential and commercial customers. Your marketing objective is to achieve a market share of 5% in the first year of operation. You have a marketing budget of $50,000. The marketing plan should outline how social media could be used to engage with customers.

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