BSBMKG609_Develop_a_marketing_plan_TASK_1.docx - BSBMKG609...

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BSBMKG609 Develop a marketing planAssessment Task 1Devise strategies and plan marketing tacticsPerformance objectiveIn this assessment task, you are required to review and evaluate marketing opportunities for anorganisation and develop marketing activities that reflect strategic directions of the organisation.Assessment descriptionFor the organisation outlined in the case study provided, identify two marketing opportunities andevaluate each opportunity for risks, strengths, weaknesses and alignment with organisationalobjectives. After you have reviewed the opportunities, select the best-fitting opportunity for theorganisation and develop marketing strategies, approaches and activities to take advantage of theopportunity.ProcedureYou are required to submit a report that addresses all of the elements listed in the procedure. Thereport should be structured using the headings below.Organisational overview1.Develop an organisational overview that:a.outlines the strategic direction and organisational objectivesb.outlines the current size, capabilities and resources of the organisation, includingany notable strengths and weaknessesc.identifies any gaps between the objectives and the current capabilities andresources.Opportunities1.Identify two marketing opportunities that meet the objectives, and evaluate the risks andbenefits of each opportunity.2.Recommend the opportunity that best addresses organisational objectives and:1.develop a marketing mix strategy that fits within the capabilities and resources ofthe organisation2.describe how your strategies align with the strategic direction of the organisation,and give justifications for your selection
3.detail a marketing performance review strategy using an appropriate tool(competitive analysis, life cycle model, value chain analysis, etc.) to review theperformance of the organisation against marketing objectives4.include the metrics to be used in measuring marketing performance.Tactics1.Detail the tactics necessary to implement the strategy you have outlined, including:1.scheduling of activities to enact the strategy2.costing3.accountabilities and responsibilities4.a plan for coordinating and monitoring scheduled activities, including KPIs.2.Outline any legal and ethical requirements that impact on the selected tactics.3.Describe how the tactics fit within identified organisational resources and capabilities.SpecificationsThis assessment can be completed in your own time, as you work through the related topics ineither the Student Workbook, or under the guidance of the assessor.The assessment is due at the completion of Section 2 of the Student Workbook unless anothersubmission time/method is suggested by your assessor.

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