Reference no: EM132842780 , Length: word count:500

Assessment - Marketing Plan

The product choose - Dell Laptop

To complete Assessment 2, students need to complete part 2A individually and part 2B as a group. You will first complete a 2 page Project Outline individually and then complete a marketing plan in your group, focused on a brand of one type of consumer durable product such as cars, household goods (home appliances, consumer electronics, furniture, tools) and sports goods.

Part 2A

Choose a brand of consumer durable product available in an Australian physical or online store, perhaps one similar to a product from home. Every student must choose a different brand and product. Prepare a 2-page outline for a marketing plan using font size 11or 12 with Times New Roman or Calibri with 2.5cm margins.

Marketing Plan Outline

The two-page outline is to be based on the Marketing Plan: An Outline found below (Source: Principles of Marketing, 2015, p.460). The marketing plan must include all of the components outlined in the resource. To maximise marks, students must address all the sections, referring to the explanatory notes on each section which can be found in this open access free online textbook. To find this textbook, refer to instructions after the Marketing Plan: An Outline.

In addition to the learning outcomes, students will be assessed on presentation, including referencing, use of grammar, clarity of writing, and acceptable length of report. Students must use the WIN accepted referencing style (APA) with both in-text referencing and a reference list. Please read these instructions carefully and ask the lecturer to clarify any areas as necessary.

The Marketing Plan: An Outline

I. Executive Summary

II. The Business Challenge
a. A brief description of the offering and the goals of the plan. This section serves as an introduction.

III. The Market
a. Customers: Who are they, and what do they need?
b. Company analysis: Your firm's strengths and weaknesses relative to this market and the offering.
c. Collaborators:Your collaborators could include suppliers and/or distributors or retailers.
d. Competitors: Who are they, and what are they doing?
e. Business climate:The business climate includes the opportunities and threats created by environmental forces, such as government regulations and legislation, the economy, and social, cultural, and technological forces.

IV. The Strategy
a. The strategy: Why did you choose the strategy you did? Consider including a brief discussion of alternatives that were considered and discarded.
b. The offering: Provide details on the features and benefits of the offering, as well as its pricing options.
c. The communication plan: How will the offering be launched? What will the ongoing communication strategies be? This section is likely to be fairly broad and will require collaboration with communication partners such as your firm's advertising agency.
d. Distribution: How will the offering be sold? Who will sell it? Who will ship it? Who will service it?

V. Budget
a. Investment: Provide details about the budget needed to launch and maintain the offering.
b. Return: List both the short-term and long-term financial goals of the offering, including its projected sales, costs, and net income.
c. Other resources required.

Need only 2 pages for it