BSBMKG609 Develop a Marketing Plan

For the organisation outlined in the case study provided, identify two marketing opportunities and evaluate each opportunity for risks, strengths, weaknesses and alignment/position with organisational objectives/goals. After you have reviewed the opportunities, select the best-fitting opportunity for the organisation and develop marketing strategies, approaches and activities to take advantage of the opportunity.

You are required to submit a report that addresses all of the elements/items listed in the procedure. The report should be structured using the headings below.

Organisational overview

1.Develop an organisational overview that:

a.outlines the strategic direction the company plan) and organisational objectives (company goals)
b.outlines the current size, capabilities/skills and resources (people, cash, equipment) of the organisation, including any notable/important strengths and weaknesses
c.identifies any gaps (shortages) between the objectives and the current capabilities and resources.

Opportunities

1.Identify two marketing opportunities that meet the objectives, and evaluate the risks and benefits of each opportunity.
2.Recommend the opportunity that best addresses organisational objectives and:
a.develop a marketing mix strategy that fits within the capabilities and resources of the organisation
b.describe how your strategies align with the strategic direction of the organisation, and give justifications/reasons for your selection
c.detail a marketing performance review strategy using an appropriate tool (competitive analysis, life cycle model, value chain analysis, etc.) to review the performance of the organisation against marketing objectives
d.include the metrics to be used in measuring marketing performance.