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APA 6th Referencing (In Text and Reference List) Assessment 2: Marketing Plan For this assessment, you are required to choose a specific Australian organisation (or one operating in Australia) and develop a marketing plan for their product or service. The organisation can be a start-up venture that is attempting to bring an innovative product or service to the marketplace, or a well-established organisation that is seeking to be more innovative and creative in their marketing practices. You must have your chosen organisation approved by your lecturer prior to commencing this assessment. 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 behaviour analysis, including identification of the type of consumer and target market for the product or service; A marketing plan (4P’s) analysis of the product (or service) and branding; pricing strategy; distribution (place) options; an outline of an Integrated Marketing Communications plan (IMC: promotion); 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. 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!



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