Developing a Marketing Plan for Small & Medium-Sized Business in Australia

a) Describe the marketing concept

b) Outline and apply the elements of the marketing process.

c) Identify and explain the macro and micro environmental factors impacting the marketing of a business or industry.

d) Demonstrate an ability to incorporate new trends to solve marketing problems and apply communication skills.

You have been working as a marketing assistant for Talented Gen & Co. - a small marketing agency located in Sydney. Last week, Mary Blue - your marketing manager - has offered you a position as junior marketing associate, and to be successful, you need to develop a marketing plan for a client of your choice.

Talented Gen & Co. assists small and medium size businesses in Australia with different marketing strategies. You must choose a small or medium sized business as a client. This is generally considered as one with less than 200 employees. Students may also like to consider a small business in their local area /neighbourhood to focus on or even a business run by friends or family. This business must be business to consumer (B2C), based in Australia, and currently operating.

The focus of the marketing plan is to review and describe the selected client’s marketing strategies, including the target marketing and positioning as well as the marketing mix. Then utilising the information gained from the situational analysis, combined with applying the marketing principles you will learn in the subject develop a concise outline of marketing strategy recommendations to assist your client in growing the business.

Your marketing analysis, the focus is on identifying and explaining the macro and micro environmental factors that could influence the business or the industry from a marketing point-of-view. You should also be able to identify new trends as part of the situational analysis, in order to propose marketing solutions to potential issues that may affect the client.

Before you go ahead, you must discuss with your Learning Facilitator your choice of client for the marketing plan (4 stages). This should be sent as an email before the commencement of Module 2.

Tips for choosing your business:

• Keep your business choice simple. The idea of this subject is to apply, analyse and formulate ideas based on marketing theories and concepts. If you don’t understand your chosen business or if it’s overly complicated, you will find it difficult to work within the defined parameters. 

• Choose something you are familiar with and somewhat interested in. 

• Avoid large companies and chain stores. Telstra, Coca-Cola, McDonalds, Commonwealth Bank, Holden for example, are too large and complex to work with.

You must submit a document which includes:

1. Cover Pageincluding:

• Business name 

• Student Identifier (name and number) 

• Subject code and name 

• Date of submission 

• Facilitator name

1. A Situational Analysis that includes: 

1. A PESTLE analysis of the macro environment to identify and explain at least 3 external factors impacting the business and/or broadly impact the industry your client is in. Identify any trends that may influence both marketers’ and customers’ future decisions.
2. A Competitor Analysis that includes a review of at least 1 direct competitor and the identification of 1 indirect competitor. In the direct competitor analysis students can use the 4P’s framework for a meaningful comparison. A table format is suggested.
3. A SWOT analysis (derived from the macro findings above, competitor analysis and considering any relevant micro-environmental factors) including at least:

• 3 internal strengths 

• 3 internal weaknesses 

• 3 external opportunities and 

• 3 external threats

The SWOT analysis can be tabulated.

1. Reference list using APA 6th ed.

• A minimum of 4 credible and reliable sources should be used in your research 

• As this is a report, appropriate headings and sub-headings should be used in your writing