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Assignment 2 combined with Assignment 3 forms a complete Marketing Plan for a business. Assignment 2 is Part A of the Marketing Plan. It is the analysis of the external and internal environments.

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Assignment 3 is Part B which uses the analysis from Part A to formulate marketing goals, strategies, and budgets, and outlines implementation and evaluation of the strategies.

Assessment Item 2 Marketing Plan Part A

Due                  Date:

Marketing                 Plan Part A: due Monday 22 April , 2018 before 11.59 pm

Max                  word count

Marketing                 Plan Part A: 2000 words

Weighting:

Marketing                 Plan Part A – 20%  (Marketing Plan Part B – 25%)

Task:

The                   combined assignments 2 and 3: Prepare a Marketing Strategy for a                    local small business in Victoria                     Assignment                       2 is Part A of the Marketing Plan. It is the analysis of the                      external and internal environments.

Late                  submission:

Penalty                     for late submission is 10% per day

Learning Outcomes

The combined assignments 2 and 3 relate to the course learning outcomes 1, 2, 3, 4 and 5 as stated in the module outline of BMM 107.

You have learnt the theory for these outcomes whilst studying Marketing Principles this semester.

Task Marketing Plan Part A in Detail

Select one (1) of the following businesses to use in your assignment 2 and assignment 3.

Portside Food and Wine, located in Sale, Victoria (in the restaurant industry) OR

Prom Coast Ice Cream and Sorbet located in Toora, Victoria (ice cream manufacturing industry)

PLEASE NOTE:  You must make a choice between the two businesses. They operate in different industries.

Using quality databases and sources, conduct     research into the relevant Australian industry to assess the macro       and micro environments.

Using quality databases and sources, conduct research into the target markets for the business that you have selected.

Using quality databases and sources, conduct research into the marketing strategies and resources and capabilities of the business that you have selected.

Analyse and evaluate the external environment of       the business according to Analysis Checklist and Marketing Plan         Outline: structure available from BMM107 BrightSpace

Analyse and evaluate the internal marketing        situation of the business according to Analysis Checklist and    Marketing Plan:Outline structure available from BMM107 BrightSpace

Identify and explain each target market group for        the business according to Analysis Checklist and Marketing Plan         Outline: structure available from BMM107 BrightSpace

Use the Marketing Plan Outline:structure and      Marking Rubric to complete Sections 1-3 of the marketing plan. Write    your Executive Summary, Front Page, Cover Page and Reference List

Combine your Cover Page, Front Page, Executive         Summary and Sections 1-3 and Reference list into 1 file. Upload your         file into BrightSpace Assignment 2.