Reference no: EM132338033

Group Strategic Marketing Plan

Learning Outcome Assessed:
• Evaluate theoretical models and environmental scenarios.
• Analyse marketing objectives and assess how strategic marketing planning helps meet those objectives
• Apply marketing theories and models into developing marketing plans
• Analyse business data to maximize opportunities and mitigate threats

Graduate Attribute:

The individual report will assess student's disciple knowledge and their information literacy and problem-solving skills.

Ccompany - MUFFIN BREAK

Instructions

• Students will work in groups of up to 2 members and submit a 3,000-word written report (equivalent to 1,500 words per member) on a Strategic Marketing Plan.

• Each group is to select an Australian small to medium sized organization with operations in Australia.This may be an employer or family business and should be a business with which you are familiar.

• Your task is to propose a Marketing Plan detailing and analysing the competitive strategies of your chosen organisation.

Strategic functions Students need to focus on:

1) Introduction

• State the objectives of the marketing plan
• Include relevant background for the company you are using
• State and justify your market selection

2) Analyse uncontrollable forces
• Political, analyse data and impacts your product
• Economic, analyse data and impacts your product
• Socio-cultural, analyse data and impacts your product
• Technological, analyse data and impacts your product Use data for PEST analysis from: https:www.abs.gov.au
• Support your PEST analysis by applying the following conceptual frameworks:
o Porters' five forces: Porter, Michael E. "The five competitive forces that shape strategy." (2008).
• Support with references using Harvard Referencing Style.
• Minimum 2 academic references needed.

3) Value Analysis

• How to create value?
• How to communicate value
• How to deliver value?
• Support with Harvard referencing style
• Minimum 2 academic references needed.

4) Segmentation, Positioning and Targeting
• Describe your customer segments based on demographics, geographic, behaviour and psychographic variables (Use data from abs.gov.au)
• How are you planning to segmentation, target and position the product or services in the selected market (i.e., who are the consumers, what approach you are taking to offer your products to them, what are the brand's core values and brand image)
• How does your positioning compare to your main competitors in the market?
• Justify the decisions that you have made.
• Support with references using Harvard Referencing Style.
• Minimum 2 academic references needed.

5) Growth strategies

• Apply the Ansoff's Growth Matrix strategy
• Which strategy or strategies within the Ansoff's Growth Matrix would you use and why?
• Ansoff's Growth Matrix: Ansoff, H. Igor. "Strategic issue management." Strategic management journal 1, no. 2 (1980): 131-148.
• Support with references using Harvard Referencing Style.
• Minimum 2 academic references needed.

6) Conclusion

• Effective summary of key points

7) Report Presentation and Referencing
• Harvard Referencing Style.
• Minimum 8-10 academic references required.