Reference no: EM132344602

Assignment -

Industry Information - The industry which involves me in this project is the Australian fashion industry. This is an industry which changes very often. The customer taste tends to change day by day. Because of this the suppliers are trying their best to make their product unique and add more quality to it with a reasonable price.

Product - The product I am going to produce is a shoe. This is a shoe for all males. There are various sizes of this product. The shoe will fit from a one year old to a ninety-year-old according to their sizes. The brand name of the shoe is "SZEF".

Location - The location of the warehouse is 168 Exhibition Street, Melbourne, VIC 3000 Australia.

Target Market - The target market for my product is all males from age one to age ninety plus. Main intention is to gather the targeted customers towards my product while competing with giants such as Nike, Adidas, Converse, New balance and many more.

EXECUTIVE SUMMARY -

• Summarise findings including your marketing strategies and action plan.

TABLE OF CONTENTS -

• Indicate headings/subheadings
• Number your headings/subheadings and indicate corresponding pages

INTRODUCTION -

• Clearly state your report objectives and scope

1. BUSINESS OVERVIEW

• What does your business do and how long has it been operating?
• What industry is it in?
• What sets your business above your competitors e.g. different location, cheaper price, better service?
• Give an outline of the products or services, who will buy them, where you feel the business will be in two to five years and how this will be achieved?

2. MARKET OVERVIEW

• What is the main market/industry you operate in (or intend to operate in)?
• List major changes you predict could happen in these markets/industry?
• What impact will this have on your business success?
• What are the reasons or aims of developing this marketing strategy?
• What is the conclusion of this plan (to be completed after development)?
• Be able to apply SWOT Analysis to assess your industry/organisation's internal and external environment

2.1 CUSTOMER INFORMATION

• Describe the type of customers you want to reach?
• What useful target demographic information is available to assist in reaching them?
• Who are you the customers you want to reach?
• Define main market/sector groups. What are their basic needs? What stimulates their decision? (Cost, quality, environment, staff)
• Be able to link relevant theories (i.e. lecture 5 on Customer characteristics) to your discussion

2.2 MARKET INFORMATION

• Describe the demand for your product (the size of the market/industry)?
• What are past trends and future predictions in the market/industry?
• Who are your competitors or alternate providers?
• How are they better, worse or different? What is your market/industry share (if you have any)?
• Link discussions on Competitor analysis to support your discussions

2.3 INDUSTRY INFORMATION

• Describe any factors relating to the area/industry?
• Is the industry growing?
• Are there rules, regulations or restrictions that affect the industry?
• Are there any conflicts or wants, between significant industry and other stakeholder groups?

2.4 PRODUCT AND SERVICE INFORMATION

• Describe the product or service and the major selling points and/or issues?
• What is the single most important thing about your product/service?
• How do people feel about the product now?
• How do you want them to think/act/feel? How is it currently promoted?
• Integrate relevant theories.

3. OBJECTIVES

• Your marketing objectives should be based on understanding your strengths and weaknesses and the business environment you operate in.
• Marketing objectives do not just involve trying to make more sales - your objectives can be about creating awareness, developing interest, motivating people to trial your business or getting clients to return to you. Remember to make your objectives specific, measurable, attainable, realistic and tangible.
• Make them high-level targets as they can be broken into action tasks in the Action Plan sections of the plan.

Be able to develop at least one strategy for each of the 4 Ps/marketing mix: Product, Pricing, Promotion & Distribution

4. STRATEGY

• Decide upon a series of strategic aims to meet your main objectives and goals in the areas of Product, Pricing, Distribution and Promotion. These all should all be measurable.
• 4.1 Product strategies
• 4.2 Pricing strategies
• 4.3 Promotion Strategies
• 4.3.1 Sales Promotion
• 4.3.2 Advertising
• 4.3.3 Direct Marketing
• 4.3.4 Online marketing
• 4.3.5 Public Relations
• 4.4 Distribution strategies
• 4.5 Operational Plan
• Your marketing tactics should be based on understanding your strengths and weaknesses and the business environment you operate in.
• Marketing tactics do not just involve how to make more sales - your tactics can be about how to create awareness, develop interest, motivate people to trial your business or get clients to return to you.
• Remember to make your tactics specific, measurable, attainable, realistic and tangible.
• Make them high-level targets as they can be broken into action tasks in the Action Plan sections of the plan.

5. BUDGET

• What is the size and source of budget allocation for this plan and how was it determined?

6. ACTION PLAN

• Prepare an Action Plan. This should be done in a table (see sample).
• The purpose of the Action Plan is to act as a checklist of what has to be done, when, and by whom.
• The tasks should not be too detailed or else they become unworkable.
• The plan should be regularly reviewed and evaluated roughly every three months so it can be adjusted as required. Information collected during evaluations can also be used in planning future marketing strategies and objectives. Include annual budgets in the one year or mini operational plan.

CONCLUSION

• Summarise key points in your marketing plan

REFERENCES

• Use at least 8-15 academic sources/journal articles including your prescribed textbook, industry websites, etc.
• Use APA in text referencing/referencing style.

APPENDIX

• Attach supporting documentation/information.