Assume the role of marketing manager/consultant for the below product/brand/business.
Your job is to construct a basic marketing plan for growth. When considering your growth strategy, please refer to the Ansoff Matrix, choose either Market Penetration, Product Development or Market Development.
The World’s Biggest Garage Sale The ‘World’s Biggest Garage Sale’ is tackling the issue of waste through ‘landfill diversion’ by activating dormant goods with our ‘circular economy’ and ‘resource recovery practices’.
They aim to promote sustainability and responsible consumerism and provide employment opportunities for vulnerable members of our community. They receive some of their products directly from the community, however, much is sourced from retail businesses, that would otherwise dump unsold, obsolete or slightly damaged products.
They also receive items like filing cabinets, office chairs and desks, from organisations who are re-furbishing their offices. Selling more ‘up-cycled’, ‘re-cycled’ and ‘re-furbished’ products reduces landfill waste.
However, this has become more challenging in the face of low priced, mass produced products and disposable fast fashion. As the newly appointing Marketing Manager, please provide a plan to stimulate demand for these products. [approx. 500 words]
This section provides general information about the marketing environment including the company, its goals and resources. SWOT and CDSTEP (you may also use PESTLE) analyses are appropriate for this section. Given the tight word limit, I suggest you put the SWOT and CDSTEP in the appendices and refer to the most relevant factors in this section. Direction and advice will be provided in your tutorial.
II. Marketing [approx. 15 words] From the Ansoff Matrix in Chapter 9, state your chosen method of growing your product/brand [penetration, market development or product development]. Then describe your realistic marketing goal. Marketing goals should have two things – a focus (either monetary or non? monetary) and benchmarks (by how much and by when). Monetary goals can be net income, margins, return on investment, retail sales (and others) while non? monetary goals can be sales volume, market share (and others).
III. Marketing strategy [approx. 600 words] At a basic level, marketing strategy is identifying the target market, and defining the value proposition. You can find additional resources and frameworks in Chapter 6 of the text – Segmenting, Targeting and Positioning. Target Customers Describe two or three market segments, and then identify one segment you will target.
Develop a profile of your target segment. Value Proposition The value proposition is addressing the question “why will your target customers want to buy this product?” You should also construct a positioning statement that brings together the target customers and value proposition into one statement. You may want to include a positioning map in your analysis.
IV. Marketing tactics [approx. 900 words] These are the marketing mix elements that you should tailor to suit your target customers, your company resources and your competition. Product – You can suggest product development or branding changes. Describe the current brand identity. You should consult Chapters 8, 9 and 10 of your text. Price ? Briefly discuss the 5Cs; decide on whether you will use cost, competitor or value based pricing and justify your decision. Are there any other pricing models that might be suitable? Will you offer any incentives? Chapter 11 of the text and your tutorial should help.
Distribution ? Distribution captures the channel through which the product is delivered to customers. Briefly describe the current marketing channels (supply chain) for your chosen product, describe its distribution intensity and offer an alternate/complementary method of distribution. Justify your recommendation. Chapter 12 of the text will be helpful. Promotion – Using the “Objective? and? Task” method, describe how you would spend AUD $100,000 for promotions to help reach your previously stated marketing goal .
Describe the IMC tool(s) you will use, how the money will be spent, and what you expect to achieve. Promotion decisions should be realistic and suggestions can be found in Chapter 13 of the text.
V. Reference [not included in word count] As a rough guideline, you should reference between 15 and 20 reputable sources in your assignment. You must cite and reference all your sources of information in APA format. Help can be found at
VI. Appedice [2 pages maximum, and not included in word count] In your two pages of appendices you can include any supporting documentation you think is necessary to help the reader understand your marketing plan. It could be a section of an industry report; some graphs or charts; a mock?up for a print/online ad you have generated for your chosen product (or a storyboard for a TV/video ad); a media alert for the product’s introduction or anything else.
I will attach the marketing plan template as well as an example of how it should be done
