Marketing Plan:

a. Define clearly the value proposition of ARB Corporations Limited,

b. Critically evaluate the overall situation of ARB Corporations Limited and suggest appropriate marketing mix strategies:

c. Product - define the product attributes/features to reflect your value propositions

d. Pricing - describe the pricing strategy (cost-based, value-based and competition) that you would recommend to the senior management of ARB Corporations Limited, and justify your choice;

e. Distribution - outline the distribution strategies, you should discuss a specific distribution strategy (s) - intensive, selective and exclusive. You also need to discuss channel strategies (i.e., direct and/or indirect, channel levels - single vs. multiple);

f. Promotion - critically evaluate the promotion strategies you would recommend (i.e., pull vs. push). You also need to discuss promotional mix strategies (i.e., advertising, salesmanship, sale promotion, publicity and public relations) as well as media strategies.

g. Action programmes - explain how marketing strategies will be turned into specific action programmes.

h. Budget - provide a supporting marketing budget which is essentially a projected profit and loss statement of ARB Corporations Limited.

i. Control - outline the controls that will be used to monitor the progress of the ARB Corporations Limited.