Aim: The objective of this assignment is: To enable you to understand marketing strategy and the elements of marketing analysis: customer analysis, company analysis and competitor analysis. To assist you with evaluating the elements of the marketing mix (product, pricing, promotion, and distribution strategies) To enhance your problem solving techniques and decision making skills by learning how to leverage strategic marketing analysis To inform tactical marketing mix decisions while allowing you to consider a comprehensive framework to evaluate marketing decisions and to create successful planning initiatives. To expand your knowledge in the area of marketing strategy while increasing your awareness of the different strategic and tactical that are available To be able to identify and act on sustainable, social and ethical concepts required in planning. Process: For this assignment, you will be required to write a marketing plan for a 'real life' organisation. You will work in self-nominated groups of three (if group sizes over and above this are agreed then grades will be adjusted to reflect the additional team resource). The planning stage of this process requires your team to submit a brief proposal regarding the focus of your proposed marketing plan. It will need to identify: - The 'host' organisation and acknowledge that approval, where required, has been given to work with the organisation - A brief profile of the organisation including structure, number of employees, location(s), turnover etc. - The industry / market sector that the organisation works in (or in which you are to focus your plan) - What access to internal data has been granted and with whom the team will liaise in the host organisation - The nature of the marketing 'issue' that you wish to explore; this might include for example a new product introduction; a review of marketing performance in the way of an 'audit'; other approaches as agreed. It is important that the proposed project has sufficient scope to address all key elements of the marketing plan. - A high-level plan of how the group is to work together. Please note that it is expected that each group member will contribute to each stage of the process. You will therefore need to consider presenting this plan in terms of relative contribution to each stage of the process. To assure uniformity of involvement and learning, the work is not to be divided into discreet blocks each conducted separately by individual team member. A plan of proposed meetings should be included. The proposal is not an assessable piece of work but is an important stage of the progression and approval process. It should be kept brief and succinct and can be submitted via an email to the instance coordinator prior to of during seminar 2. The development stage: The development of your marketing plan is to be completed roughly in sequence with the seminar topics. Assessment 1, Individual Presentations, forms the basis by which your work is progressed and refined. There is no need to submit work during the development of your plan other than that outlined for Assessment 1. Finalisation of the Marketing Plan: Your final plan should adopt an acceptable Marketing Plan format that you will need to research and reference as a par of your final report. When writing the report you will be required to access, analyse and recommend taking decisive decisions in complex situation drawn from this real life setting, taking into consideration the sustainable, social and ethical concepts of a firm. You will be briefed further on the assessment during the class sessions. A major and very important requirement is that you strongly link marketing theories and concepts to the issues identified in the organisation. Theory provides the framework from which to look at and understand the assignment question and to provide a perspective for examining the research data. The text and lectures provides the basic theory about marketing and the terms used such as an explanation of the marketing environment. *Important information - The company chosen is Dream city, which is a theme park and is yet to be established in Melbourne. Please take any amount for the entire project. The marketing budget alone can be take as $800,000. Please provide an estimated P&L statement and ROI (return in investment) compulsorily. **No references required** **Please see the attached documents carefully to get an idea about Dreamcity.