INSERT YOUR BUSINESS LOGO [ Business Name ] [Business Address] An Assignment cover sheet needs to be included with each assignment. Please complete all details clearly. Prepared by: Student ID: Course: Advanced Diploma of Marketing Trainer: Siwaporn (Youy) Srisompote Unit Title: BSBMKG609 Develop a Marketing Plan Word Count: BSBMKG609 Develop a Marketing Plan Page 1 Table of Contents 1. Marketing Plan Summary...................................................................................................................4 The Business............................................................................................................................................4 The Future...............................................................................................................................................4 The Market..............................................................................................................................................4 The Finances............................................................................................................................................4 2. The Business........................................................................................................................................4 Business overview...................................................................................................................................4 S.W.O.T. analysis.......................................................................................................................................5 S.W.O.T. activity sheet.............................................................................................................................5 Products/services....................................................................................................................................5 Sales/marketing personnel.....................................................................................................................6 3. The Future...........................................................................................................................................7 Vision statement:....................................................................................................................................7 Mission statement:.................................................................................................................................7 Goals / Objectives...................................................................................................................................7 4. The Market..........................................................................................................................................7 Unique selling position...........................................................................................................................7 Your customers/ clients...........................................................................................................................7 Your competitors.....................................................................................................................................7 Market research......................................................................................................................................9 Market targets.........................................................................................................................................9 Environmental / industry analysis..........................................................................................................9 Marketing strategy................................................................................................................................10 Advertising & sales................................................................................................................................11 5. The Finances......................................................................................................................................13 Price.................................................................................................................................................13 Expected sales............................................................................................................................13 Marketing Budget [Year].......................................................................................................................14 Monitoring/measurement activities................................................................................................15 References:................................................................................................................................................16 BSBMKG609 Develop a Marketing Plan Page 2 BSBMKG609 Develop a Marketing Plan Page 3 1. Marketing Plan Summary The Business Business Name: Business structure: ABN: ACN: Business location: Date established: Business owner(s): Relevant owner experience: Products / services: The Future Vision Statement: Goals / objectives: The Market Target Market: Marketing strategy: The Finances BSBMKG609 Develop a Marketing Plan Page 4 2. The Business Business overview S.W.O.T. analysis [List each of your businesses Strengths, Weaknesses, Opportunities or Threats (S.W.O.T.) in the table below.] Strengths Weaknesses Opportunities Threats S.W.O.T. activity sheet [Outline how and when you plan to address each of the weaknesses/ threats from your S.W.O.T. analysis above.] S.W.O.T weakness/ threat Activity to address weakness/threat Activity completion date [Description of a S.W.O.T weakness or threat] [What activity is plannedto address the weakness or threat?] [Expected completion date] Product/Service Description Price [Product/service name] [Brief product/service description] [Unit price including GST] Products/services BSBMKG609 Develop a Marketing Plan Page 5 Product/Service Description Price Market position: Unique selling position: Anticipated demand: Pricing strategy: Value to customer: Growth potential: Sales/marketing personnel Job Title Name Responsibilities [e.g. Marketing/ Sales Manager] [Mr Chris Brantley] [What are the main responsibilities of this position?] BSBMKG609 Develop a Marketing Plan Page 6 3. The Future Vision statement: Mission statement: Goals / Objectives 4. The Market Unique selling position Your customers/ clients Customer demographics: Key customers: Customer management: Your competitors [List at least 3 competitors.] BSBMKG609 Develop a Marketing Plan Page 7 1. Competitor Name: a. Established date: b. Size: c. Market share (%) d. Value to customers: e. Strengths: f. Weaknesses: 2. Competitor Name: a. Established date: b. Size: c. Market share (%) d. Value to customers: e. Strengths: f. Weaknesses: 3. Competitor Name: a. Established date: b. Size: c. Market share (%) d. Value to customers: e. Strengths: f. Weaknesses: Market research Market targets BSBMKG609 Develop a Marketing Plan Page 8 Environmental / industry analysis BSBMKG609 Develop a Marketing Plan Page 9 Marketing strategy Marketing activity / milestone Person Responsible Date of expected completion Cost ($) Success indicator [Print advertising, online advertising, mail-out, giveaway, media release, event, website, blog/social media, public relations, branding and artwork, or publications and catalogues.] [Who is responsible for completing this task?] [When do you expect to complete the marketing activity?] [Estimated cost of activity.] [What indicator/ measurement result will need to be met before this activity is considered a success?] BSBMKG609 Develop a Marketing Plan Page 10 Advertising & sales Advertising and promotional strategy Planned promotion /advertising type Promotional strategy Expected business improvement Cost ($) Target date [Print media advertising, online advertising, SMS, mail-out, giveaway, media release, social media campaign or event.] [Why have you decided to use this promotion/advertising type? How and when will you use it? What is your strategy behind this? Who will upkeep your social media presence?] [How do you expect it will improve your business success?] [Estimated cost of activity.] [e.g. Dec 09] Social media strategy [What do you want to achieve/communicate (brand awareness, online sales etc)? What social media tools do your customers use (e.g. Blogs, Twitter, Facebook etc)? What strategies can you use to network and communicate effectively with these customers?Who will upkeep your social media presence - do you have the internal staff or would you need to engage an external organisation] BSBMKG609 Develop a Marketing Plan Page 11 Sales strategy [What sales techniques do you use? What are your strategies behind these techniques? How is this different/better than your competitors?] Sales and distribution channels Channel type Products/services Percentage of sales (%) Distribution strategy [e.g. Shopfront, internet, direct mail, export or wholesale.] [List all the products/services sold via this channel] [What percentage of overall sales do you expect to sell via this channel?] [Why have you decided to use this channel type? How and when will you use it? What is the strategy behind using this channel type for this particular product/service?] BSBMKG609 Develop a Marketing Plan Page 12 5. The Finances Price [What price have you determined for your products/services? Does this price take into account all your costs including personal, start-up, operational, cash flow and working capital? Have you also allocated a profit margin in your costing? What price will your target market bear? Do your prices take into account any seasonal variation to your suppliers' costs?] Expected sales [What are your expected sales? When do you hope to achieve these figures? Are there seasonal influences?] BSBMKG609 Develop a Marketing Plan Page 13 Marketing Budget [Year] BSBMKG609 Develop a Marketing Plan Page 14 BSBMKG609 Develop a Marketing Plan Page 15 Monitoring/measurement activities [Reviewing the impact of your marketing should be a periodic activity. List the details of each review in the table below.] Marketing activity Date of review Monitoring methods Review outcomes [Print advertising, online advertising, mail-out, giveaway, media release, event, website, blog/social media, public relations, branding and artwork, or publications and catalogues.] [e.g. Month/Year] [What tools did you use to measure/monitor the impact of your marketing activities?] [What were the results for the promotional period? What were your sales/profit figures? How many new/repeat customers did you receive? How many customers visited your website?] BSBMKG609 Develop a Marketing Plan Page 16 References: BSBMKG609 Develop a Marketing Plan Page 17