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Students are to start a new business (selling a product or a service) in Australian domestic market. As it is a new business, therefore existing Brand/Business names are not to be used but develop your own Business/Brand Name, Logo, slogan etc.
Marketing Plan Structure
The Marketing Plan for MKG100 must follow the following structure.
1. Title Page
2. Table of contents
3. Executive Summary
4. Situation analysis
a. Micro Environment: Investigate industry players such as competitors, current customers, suppliers by undertaking some research from academic sources.
b. Macro Environment: Scan by conduct research to analyse economic, social/ demographic, political/legal and technological environment.
c. SWOT Analysis
5. Segmentation and Target Marketing
6. Marketing objectives and metrics
7. Marketing mix strategies (product, price, place and promotion)
8. Budget
9. Implementation plan
10. Reference List
11. Appendices(if required).
A marketing plan template is available on Study Smart (under assessment2) for more details guidelines.
Marketing Plan Development Presentation
A 10–15 minute in-class presentation must be developed on your Marketing Plan Development Strategy.
The presentation must (at a minimum) address the following areas:
• The business name, industry and reasons for entering this particular industry.
• Summary of the situation analysis including SWOT.
• Target market identification and selection.
• Marketing objectives (with justifications) and metrics.
• Marketing mix strategies.
• Implementation plan
The written report is required by the end of Week Ten with the presentations to be conducted over the following weeks.
Submission Criteria
