LEARNER GUIDE - BSBMKG609 - Develop a marketing plan .pdf -...

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LEARNER GUIDE BSBMKG609 Develop a marketing plan LEARNER GUIDE
LEARNER GUIDE Philip Almond, marketing director, Diageo“Marketing is too important to be left just to the marketing department”
LEARNER GUIDE Contents Elements and Performance Criteria ...................................................................................................7 Foundation Skills ...............................................................................................................................8 Unit Mapping Information .................................................................................................................9 Assessment requirements ...............................................................................................................10 Modification History ....................................................................................................................10 Performance Evidence .....................................................................................................................10 Knowledge Evidence........................................................................................................................10 Assessment Conditions ....................................................................................................................11 Introduction ....................................................................................................................................12 Overview of developing a marketing plan process ...........................................................................13 Part 1: Evaluate marketing opportunity options...............................................................................14 Strategic and marketing objectives ..............................................................................................14 Marketing Objectives ...............................................................................................................14 Methods of analysing marketing opportunities ............................................................................15 Desk research ..........................................................................................................................16 Field research ..........................................................................................................................16 Sampling/sample surveys.........................................................................................................16 Questionnaires ........................................................................................................................17 Postal questionnaires...............................................................................................................17 Telephone interviews ..............................................................................................................17 Personal interviews .................................................................................................................17 Quantitative market research ..................................................................................................17 Qualitative market research.....................................................................................................18 Strategic alliances and cooperative business models ...................................................................18 Take-overs ...............................................................................................................................18 Franchising ..............................................................................................................................19 Problem-solving tools to identify key information and issues .......................................................19 SWOT-analysis .............................................................................................................................19 PESTEL analysis ............................................................................................................................21 Risk analysis.................................................................................................................................23 Key elements of a successful marketing strategy .........................................................................25 Understanding your strengths and weaknesses ...........................................................................26 Developing your marketing strategy ............................................................................................27
LEARNER GUIDE Marketing mix .................................................................................................................................29 Marketing Mix 4P’s......................................................................................................................29 Product ....................................................................................................................................29 Price ........................................................................................................................................30 Place ........................................................................................................................................31 Promotion ...............................................................................................................................32 Marketing Mix 7P’s......................................................................................................................34 Product design and packaging .....................................................................................................35 Product Packaging ...................................................................................................................35 Product Design ........................................................................................................................36 Product range and mix .................................................................................................................36 Advantages of Product Range ..................................................................................................36 Product Range Examples ..........................................................................................................36 Advantages of Product Mix ......................................................................................................37 Product Mix Examples .............................................................................................................37 Product differentiation within a specialist market segment .........................................................37 Product Differentiation ............................................................................................................37 Market Segmentation ..............................................................................................................38 Branding ..................................................................................................................................38 Customer Demographics..........................................................................................................38 Marketing performance review strategy ..........................................................................................39 Comparative analysis ...............................................................................................................39 Competitive analysis ................................................................................................................39 Life cycle models......................................................................................................................39 Issues relating to product life cycle ..........................................................................................40 Product portfolio analysis ........................................................................................................41 Strengths, weaknesses, opportunities, threats (SWOT) analysis ...............................................41 Value chain analysis .................................................................................................................41 Part 3: Plan marketing tactics ..........................................................................................................43 An action plan ..........................................................................................................................43 Time management ...................................................................................................................43 Identify coordination and monitoring mechanisms for scheduled activities .................................44 What can I monitor? ................................................................................................................44 Advertising ..............................................................................................................................44 Promotions ..............................................................................................................................44
LEARNER GUIDE Distribution .............................................................................................................................45 Finances ..................................................................................................................................45 Ensure tactics are achievable within organisation’s projected capabilities and budget.................45 The budget ..............................................................................................................................45 Capabilities ..............................................................................................................................45 Ensure tactics meet legal and ethical requirements .....................................................................45 Legal and ethical requirements ................................................................................................45 Principles of equal opportunity, equity and diversity ................................................................46 Codes of practice .....................................................................................................................46 Legislation ...............................................................................................................................47 Environmental issues ...............................................................................................................48 Social responsibilities ...............................................................................................................49 Ensure tactics provide for ongoing review of performance against objectives and budgets and allow marketing targets to be adjusted if necessary ..............................................................................50 Ongoing review of performance ..............................................................................................50 Contingencies ..........................................................................................................................50 Ensure marketing plan contains a rationale for objectives and information that supports the choice of strategies and tactics ...............................................................................................................50 A rationale ...............................................................................................................................50 Part 4: Ensure tactics meet all requirements....................................................................................52 Advertising ..............................................................................................................................52 Misleading & deceptive conduct ..............................................................................................52 Bait advertising ........................................................................................................................52 Competitions ...........................................................................................................................52 Direct marketing ......................................................................................................................52 Do Not Call Register .................................................................................................................52 Brochures ................................................................................................................................53 Bill posting ...............................................................................................................................53 Spruiking .................................................................................................................................53

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