BSBMKG609A_PPSlides_V1.0.pptx - BSBMKG609A Develop a marketing plan Housekeeping Emergency procedures Mobiles security issues Break times\/smoking policy

BSBMKG609A_PPSlides_V1.0.pptx - BSBMKG609A Develop a...

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BSBMKG609A Develop a marketing plan
Housekeeping Emergency procedures Mobiles, security issues Break times/smoking policy This course is “interactive” – ask questions Respect, confidentiality, practice Ground rules
Objectives Discover how to devise marketing strategies Know how to plan marketing tactics Learn how to prepare and present a marketing plan Gain essential skills and knowledge required for this unit
Devise marketing strategies 1.1 Evaluate marketing opportunity options that address organisational objectives, and evaluate their risks and returns in the selection process
What are your organisational objectives?
Marketing opportunities Achieving lower costs of production and distribution than competitors Creating a very different product line or service Pricing, presentation and display of products Product design and packaging Product range and mix Promotion and advertising Pursuing 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?
Activity 1A
Devise marketing strategies 1.2 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 resources To 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.
Activity 1B
Increase resources Resources may include: Budget allocations Human resources e.g. staff roles, the level and number of staff The product/service The work environment e.g. building Partnerships with other organisations.
Activity 1C
Devise marketing strategies 1.4 Develop feasible marketing strategies and communicate reasons that justifies their selection

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