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BSBMKG609A Develop a marketing plan
HousekeepingEmergency proceduresMobiles, security issues Break times/smoking policyThis course is “interactive” – ask questionsRespect, confidentiality, practice Ground rules
ObjectivesDiscoverhow to devise marketing strategiesKnowhow to plan marketing tacticsLearnhow to prepare and present a marketing planGainessential skills and knowledge required for this unit
Devise marketing strategies1.1 Evaluate marketing opportunity options that address organisational objectives, and evaluate their risks and returns in the selection process
What are your organisational objectives?
Marketing opportunitiesAchieving lower costs of production and distribution than competitorsCreating a very different product line or service Pricing, presentation and display of products Product design and packagingProduct range and mixPromotion and advertisingPursuing cost leadership or product differentiation
Evaluation risks and returnsWho can you potentially attract to the brand and through which aspects?Where does the appeal lie for different demographics?What is the demand for the product or service?What is the size of the market and your share/potential share?Who are your competitors and how do they compare?
Devise marketing strategies1.2 Develop marketing strategies that address strengths and opportunities within the organisation's projected capabilities and resources
What is a marketing strategy?A marketing strategy will detail how you are going to achieve your marketing objectives. For example, what the best way would be to promote and advertise your products? What price would work the best? Or what packaging would work well? Etc.
Capabilities and resourcesTo develop a strategy you will need to find out your organisation’s projected capabilities and resources. A useful tool to help you is a SWOT analysis. A SWOT analysis shows you your strengths, weaknesses, opportunities and threats.
Increase resourcesResources may include:Budget allocationsHuman resources e.g. staff roles, the level and number of staffThe product/serviceThe work environment e.g. buildingPartnerships with other organisations.
Devise marketing strategies1.4 Develop feasible marketing strategies and communicate reasons that justifies their selection