BSBMKG609-Assessment_Task_1

BSBMKG609 Develop a marketing plan

Session 1

Purpose of this presentation At the end of this session, you should know how to:

 review marketing principles

 determine the format of the marketing plan

 review marketing objectives

 identify marketing opportunities

 analyse marketing opportunities.

Marketing principles The marketing process:

 situation analysis

 marketing strategy

 marketing mix

 implement, monitor and review.

Marketing plan Format:

 executive summary

 situational analysis

 SWOT analysis

 marketing objectives

 marketing strategies

 marketing implementation.

Marketing objectives

Vision Mission Core

Values

Objectives Strategies Goals

Action Plans

Marketing opportunities  franchising

 joint venture

 merger or acquisition

 strategic alliances

 product licensing

 indirect exporting

 direct exporting.

Analysis tools

 SWOT analysis

 gap analysis

 risk analysis.

Strengths Opportunities

Weaknesses Threats

SWOT analysis

The next step

You should now be able to:

 review marketing principles

 determine the format of the marketing plan

 review marketing objectives

 identify marketing opportunities

 analyse marketing opportunities.