Australian Training School Pty Ltd trading as

Southern Academy of Business and Technology

RTO Number: 31595 | CRICOS Provider Code: 03602E
95 Bathurst Street Sydney NSW 2000 | Unit 1, 159 Queen St, Campbelltown
Phone: 1300 852 205

6164036
Hemant Shah
BSBMKG609 Develop a marketing plan

1. Outline how strategic alliances can provide options for marketing opportunities, and
include two examples of alliances (also known as cooperative business models) that can be
formed between businesses.
A strategic alliance in business is a relationship between two or more businesses that enables
each to achieve certain strategic objectives neither would be able to achieve on their own.
The strategic partners maintain their status as independent and separate entities, share the
benefits and control over the partnership, and continue to make contributions to the alliance
until it is terminated. Strategic alliances are often formed in the global marketplace between
businesses that are based in different regions of the world. Strategic alliances usually are only
formed if they provide an advantage to all the parties in the alliance. These advantages can be
broken down to four broad categories. The first category is organizational advantages. You
may wish to form a strategic alliance to learn necessary skills and obtain certain capabilities
from your strategic partner. Strategic partners may also help you enhance your productive
capacity, provide a distribution system, or extend your supply chain. Your strategic partner
may provide a good or service that complements a good or service you provide, thereby
creating a synergy. If you are relatively new or untried in a certain industry, having a strategic
partner who is well known and respected will help add legitimacy and credibility to your
venture. A second category is economic advantage. You can reduce costs and risks by
distributing them across the members of the alliance. You can also obtain greater economies
of scale in an alliance, as production volume can increase, causing the cost per unit to
decline. Finally, you and your partners can take advantage of co-specialization, where you
bundle your specializations together, creating additional value, such as when a leading
computer manufacturer bundles its desktop with a leading monitor manufacturer's monitor.
Another category includes strategic advantages. You may join with your rivals to cooperate
instead of compete. You can also create alliances to create vertical integration where your
partners are part of your supply chain. Strategic alliances may also be useful to create a
competitive advantage by the pooling of resources and skills. This may also help with future
business opportunities and the development of new products and technologies. Strategic
alliances may also be used to get access to new technologies or to pursue joint research and
development. Lastly is the category of political advantages. Sometimes you need to form a
strategic alliance with a local foreign business to gain entry into a foreign market either
because of local prejudices or legal barriers to entry. Forming strategic alliances with
politically-influential partners may also help improve your own influence and position.
The example of alliances is:
Hewlett-Packard and Disney
This strategic alliance has been around longer than most people would imagine – going all
the way back to when Mr. Hewlett, Mr. Packard and Mr. Disney were still involved in the
main decisions of their respective companies, dating back to Fantasia's creation. Disney
understood that technology was imperative to the future development of Disney's innovation.
The Imagineering Team at Disney still uses HP platforms in ride creation, animation
Australian Training School Pty ltd trading as Southern Academy of Business and Technology
95 Bathurst Street Sydney NSW 2000 | Unit 1, 159 Queen St, Campbelltown | Phone: 1300 852 205 | RTO Code: 31595 | CRICOS Provider Code: 03602E
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breakthroughs and improved customer experiences. It’s difficult to think that two powerhouse
companies from two entirely different industries could have such synergy. This opens up
ideas for local artists and IT companies to look for ways to build relationships and innovate
together in unique ways. For example, a tech company can team up with a local puppeteer to
create a massive holiday show using technology to sync music and lights to the movements
of the puppets.
Apple Pay and MasterCard
It would seem that Apple Pay and MasterCard are competing with each other. Apple
collaborated with the second largest credit card provider in the world, MasterCard, to gain
credibility in the merchant services and processing arena. While Apple Pay gets the benefit of
MasterCard's reputation, MasterCard gets the cache of being the first to be an Apple Pay
authorized option. The experience of MasterCard helps Apple as it works out potential bugs
and issues as Apple Pay becomes more prevalent.
Those in similar areas do have the opportunity to benefit from each other. Think about a
mortgage lender and a real estate agent. These are often considered to be power partnerships.
However, there is usually some disparity as one may have more power partners than another,
therefore the relationship is not exclusive. After testing partnerships, a real estate company
might decide to bring a mortgage brokerage in as a subsidiary building a bigger company
with all-inclusive resources.

2. Outline how the development of new products or services can provide marketing
opportunity options for a business, both in existing and new markets. Relate your answer to
relevant diversification strategies from the Ansoff matrix.
New products and services are the lifeblood of all businesses. Investing in their development
isn't an optional extra - it is crucial to business growth and profitability. But embarking on the
development process is risky. It needs considerable planning and organization. This guide
will outline the key stages in the lifecycle of products and services so you know when the
time is right for your business to start the development process. It will explain how a planned
and phased development process will help you make the wisest investment and budgeting
decisions. It will also advise you on how best to create a development team and manage a
project.
• The lifecycle of products and services
• Developing your ideas
• Match products and services to market needs
• Pricing your proposed service or product
• The project development process
• Creating a project team
• Investment and cost control
• Manage a development project

3. Outline how the development of existing products or services can provide marketing
opportunity options for a business, both in existing and new markets. Relate your answer to
relevant diversification strategies from the Ansoff matrix.
Ansoff suggested that there were effectively only two approaches to developing a growth
strategy; through varying what is sold (product growth) and who it is sold to (market growth).
When combined with the Ansoff Matrix detailed above, it delivers four strategic options,
each with a differing level of risk. The lowest risk strategy is for a company to sell its
existing products into existing markets as it knows its customers, has established channels
and so on. This strategy Ansoff termed ‘Market Penetration’. This is only possible where
markets are still growing, or where organizations are prepared to use other elements of the
marketing mix (such as price discounting and additional promotional activity) to penetrate the
market at the expense of competitors. The second strategic option in the Ansoff Matrix is to
develop new products for existing markets (customers), through a ‘Product Development’
strategy. Here the ‘Product’ and ‘Promotion’ elements of the marketing mix will change (as a
minimum), so the risk is higher than market penetration. The success of this strategy is
dependent on the organization being able to effectively conduct research and insight into their
customer and market needs as well as their own internal capabilities and competencies for
driving innovation. The third strategic option involves taking existing products into new
markets using a ‘Market Development’ strategy. This is also considered to be risker than
market penetration as it can be difficult to understand the complexities of new markets. Key
changes in the marketing mix are likely to be ‘Place’, with consideration of new channels and
routes to market, as well as ‘Promotion’, through promoting to new target segments. The
final strategy in the Ansoff Matrix is ‘Diversification’, which is developing new products for
new markets. This is seen as the riskiest strategy of all four, as the organization is moving
into an unfamiliar market. However, this risk can be mitigated by undertaking ‘related’
diversification and it could have the potential to gain the highest returns. The Ansoff Matrix
is used in the strategy stage of the marketing planning process. It is used to identify which
overarching strategy the business should use and then informs which tactics should be used in
the marketing activity. Sometimes an organization will adopt two strategies to reach different
markets.

4. Outline how a takeover can create options for marketing opportunities for a business.
A takeover (or acquisition) involves one business acquiring control of another business.
Takeovers (or acquisitions as they are otherwise known) are the most common form of
external growth, particularly by larger businesses. There are many reasons why a firm may
decide to undertake a takeover as part of its strategy, including to:
• Increase market share
• Acquire new skills
• Access economies of scale
• Secure better distribution
• Acquire intangible assets (brands, patents, trade marks)
• Spread risks by diversifying
• Overcome barriers to entry to target markets
• Defend itself against a takeover threat
• Enter new segments of an existing market
• Eliminate competition

5. Outline key information that a franchiser should consider providing when marketing their
franchise opportunity.
The key information that a franchiser should consider providing when marketing their
franchise opportunity are as follows:
• The Market
• Company History
• Financial Statements
• Level of Investment
• Training and Support
• Territory
• Royalties

6. Outline how a company can use the establishment of a new business as an opportunity for
marketing. Provide an example to illustrate your answer.
To be successful entrepreneurs, we need to be continually innovating and looking for
opportunities to grow our startups. But how do you find new opportunities to take your
startup to new markets and growth levels? Here are four ways to identify more business
opportunities.
1. Listen to your potential clients and past leads
When you’re targeting potential customers listen to their needs, wants, challenges and
frustrations with your industry. Have they used similar products and services before? What
did they like and dislike? Why did they come to you? What are their objections to your
products or services?
This will help you to find opportunities to develop more tailored products and services, hone
your target market and identify and overcome common objections.
2. Listen to your customers
When you’re talking to your customers listen to what they saying about your industry,
products and services. What are their frequently asked questions? Experiences? Frustrations?
Feedback and complaints?
This valuable customer information will help you identify key business opportunities to
expand and develop your current products and services.
3. Look at your competitors
Does a little competitive analysis (don’t let it led to competitive paralysis though) to see what
other startups are doing, and more importantly, not doing? Where are they falling down?
What are they doing right? What makes customers go to them over you? Analyzing your
competitors will help you identify key business opportunities to expand your market reach
and develop your products and services.
4. Look at industry trends and insights
Subscribe to industry publications, join relevant associations, set Google alerts for key
industry terms and news and follow other industry experts on social media. Absorb yourself
in your industry and continually educate yourself on the latest techniques and trends.

7. Outline two other marketing opportunity options that a business could choose to pursue
other than options explored in the questions above.
There are many entrepreneur opportunities you could choose. Here is a brief look at different
types of business opportunities available.
1. Buy a Franchise
Many entrepreneurs like to have a business going full speed right off the bat. Rather than
spending time reinventing the proverbial wheel, an entrepreneur will franchise opportunity. A
franchise is an existing business with a solid business plan and process already in place.
An entrepreneur can operate a new business under a recognized business name. They can
then receive support from the franchise headquarters with marketing, promotional materials,
new business products or services, etc. Good examples of popular franchises are McDonalds
and Subway restaurants, home cleaning businesses, Dollar Store, or fitness centers.
2. Distributorship or Dealership
Another place to find business opportunity leads is with distributorships and dealerships to
sell other people’s products. A distributor is a person or business that has an agreement to sell
products or services produced by another company. Think of an Amway distributor or Avon
distributor as a good example.
A dealer is much like a distributor, but more focused on one product. An auto dealership may
sell only Hondas, or an insurance agent might be considered a ‘dealer’ in life insurance.
3. Network Marketing
While an Avon lady might be considered a ‘distributor,’ there is much more to this type of
business opportunity. In addition to distributing the products or services offered by the parent
company, a network marketer also strives to recruit other distributors.
By creating a “network” of distributors, you can earn considerable income through residual
commissions made from the distributors working under them. This entrepreneur opportunity
is also known as Multilevel Marketing.
4. Licensing
You might also find highly profitable business opportunities through licensing. Licensing is
where you can take a new or existing product and use your talents to market it. For example,
you could take almost any product and try to get a license to a name brand, icon, or trademark
of a widely recognized business.
Think of Disney products. An inventor may come up with a great idea for a child’s toy that
would become a big seller if the famous Mickey Mouse was associated with the product. By
getting a license from Disney, the inventor could produce his product and share the profits
with the licensor (Disney).
5. Filling a Niche
While pre-made or other types of business opportunities can be lucrative through a parent or
franchise company already enjoying great success, entrepreneur opportunities also exist for a
person to simply find a consumer need and discover a way to solve it.
Perhaps you are a new mother who finds a need for a baby product not on the market. So, you
create and distribute one of your own. Or you are a specialist who finds that other businesses
will pay for your consultation and expertise in improving a business function.
Any entrepreneur who wants to make a business of his or her own has many types of business
opportunities to explore. Find the one right for you and enjoy the success you can build on
your own.

8. Explain the importance of the product life cycle concept in marketing. Name and explain
each of its stages.
The product life cycle is an important concept in marketing. It describes the stages a product
goes through from when it was first thought of until it finally is removed from the market.
Not all products reach this final stage. Some continue to grow and others rise and fall. he
main stages of the product life cycle are:
• Research & development - researching and developing a product before it is made
available for sale in the market
• Introduction – launching the product into the market
• Growth – when sales are increasing at their fastest rate
• Maturity – sales are near their highest, but the rate of growth is slowing down, e.g.
new competitors in market or saturation
• Decline – final stage of the cycle, when sales begin to fall
For successful products, a business will want to do all it can to extend the growth and
maturity phases of the life cycle, and to delay the decline phase.
What can businesses do to extend the product life cycle?
To do so, it may decide to implement extension strategies - which are intended to extend the
life of the product before it goes into decline.
Examples of extension strategies are:
• Advertising – try to gain a new audience or remind the current audience
• Price reduction – more attractive to customers
• Adding value – add new features to the current product, e.g. improving the
specifications on a smartphone
• Explore new markets – selling the product into new geographical areas or creating a
version targeted at different segments
• New packaging – brightening up old packaging or subtle changes

9. Explain the importance of considering the marketing mix when bringing products or
services to the market.
With all the dozens of tactics and strategies available for use in marketing, how do businesses
pick the winning combination? Companies naturally want to get their products and services
out in front of as many prospective customers who are ready, willing and able to purchase as
possible. To do this, it's important to understand the marketing mix. This concept uses
various analytic frameworks to look at all the elements and features in play that might impact
marketing. The most popular of these frameworks is the "4Ps" – product, price, place and
promotion. By leveraging these elements to take advantage of natural strengths, the company
can improve its chances of successfully marketing its product. Marketing is crucial to a
company’s success. If a business wants to grow and reach a broader audience with its
products and services, it will have to take some kind of action to help that audience find it.
Businesses also need to persuade prospective clients to select their products or services,
instead of those offered by its competitors. Marketing is the total of those tactics and
strategies a business uses to accomplish these goals. The marketing mix’s place in promoting
and selling a company’s product should not be minimized. Successful marketing campaigns
incorporate and utilize all of the strengths at hand while downplaying or containing the
weaknesses. To strike that balance, it’s necessary to understand all the basic elements of the
marketing mix for that particular product.
As an example, a company will inevitably market a simple $8 household storage bin quite
differently from a complex $8,000 business storage system. Generally, the truth of that
statement is immediately apparent, even to people who don’t know much about marketing.
The reasons all boil down to those basic elements: the products, their different price points,
their disparate intended purchasers and the different methods and places of distribution for
each, among other things. Marketers designing the promotional marketing plan for these
products could take the same analytical approach, using the 4Ps (or 7Ps) framework to
compose that plan. However, the profiles for each “P” would look quite distinct. A thorough
examination of the marketing mix for the product in question yields a more effective and
ultimately successful marketing plan. It allows the company to capitalize on strengths, thus
minimizing associated marketing costs and increasing its return on that investment.
Ultimately, it results in more product units being sold and – assuming the business provides
excellent customer service – greater profits.
10. As most businesses have the objective to sell as many products as possible, outline key
factors that a company should consider in determining the product component of the
marketing mix.
The four Ps of marketing are the key factors that are involved in the marketing of a good or
service. They are the product, price, place, and promotion. Often referred to as the marketing
mix, the four Ps are constrained by internal and external factors in the overall business
environment, and they interact significantly with one another.
Product refers to a good or service that a company offers to customers. Ideally, a product
should fulfill a certain consumer demand or be so compelling that consumers believe they
need to have it. To be successful, marketers need to understand the life cycle of a product,
and business executives need to have a plan for dealing with products at every stage of their
life cycles. The type of product also partially dictates how much businesses can charge for it,
where they should place it, and how they should promote it in the marketplace.
Price is the cost consumers pay for a product. Marketers must link the price to the product's
real and perceived value, but they also must consider supply costs, seasonal discounts, and
competitors' prices. In some cases, business executives may raise the price to make a product
seem more like a luxury or lower the price so more consumers can try the product. Marketers
also need to determine when and if discounting is appropriate. A discount can sometimes
draw in more customers, but it can also give the impression of the product being less
exclusive or less of a luxury than when it is at a higher price.
Place decisions outline where a company sells a product and how it delivers the product to
the market. The goal of business executives is to get their products in front of the consumers
most likely to buy them. In some cases, this may refer to placing a product in certain stores,
but it also refers to the product's placement on a store's display. In some cases, placement
may refer to the act of placing a product on TV shows, films or web pages to garner attention
for the product, but this placement overlaps with the promotion.
Promotion includes advertising, public relations, and promotional strategy. This ties into the
other three Ps of the marketing mix as promoting a product shows consumer why they need it
and should pay a certain price for it. In addition, marketers tend to tie promotion and
placement elements together so they can reach their core audiences. For example, In the
digital age, the "place" and "promotion" factors are as much online as offline. Specifically,
where a product appears on a company's web page or social media, as well as which types of
search functions trigger corresponding, targeted ads for the product.

11. Outline the importance of the pricing strategy for a business and two types of pricing
strategy that a company could use.
Your pricing strategy involves evaluating the price you will charge for your product or
service, and how this price fits in with your overall marketing plan. Unlike advertising, which
overtly disseminates a message, pricing provides a subtler cue about your company, attracting
a particular demographic or making a statement about your product's value. A pricing
strategy is also a practical matter because your company cannot succeed if you do not earn
enough to cover costs.
For some consumers, a higher price may actually be a selling point, especially if they are
purchasing an item that they regard as a status symbol or a product that makes a statement,
such as local and organic food items. If these types of customers are the most likely
demographic to be attracted to your products and services, you may be most successful by
choosing a price that communicates to them that your product or service is well worth the
extra money they will pay. Evaluate your competitors' prices in order to develop a pricing
strategy that will help your business succeed. Look at the amount they are charging, as well
as the tangible and intangible value that they offer, and position your offerings relative to
their products and services. For example, if you offer Web design and your selling point is
simplicity, charge less than competitors who offer complex packages. The primary function
of pricing is to specify how much money you will receive in exchange for your product or
service. In order for your company to succeed, you must charge enough to cover your costs
and earn at least a modest profit. When calculating how much you will have to charge to
cover costs, keep in mind that your business will achieve economies of scale as it grows. In
addition, you may earn more by charging less as long as you are charging enough because
lower prices often result in higher sales.
The types of pricing strategy that a company could use are as follows:
• Economy Pricing Strategy
An economy pricing strategy sets prices at the bare minimum to make a small profit.
Companies minimize their marketing and promotional costs. The key to a profitable economy
pricing program is to sell a high volume of products and services at low prices. Large
companies, such as Walmart, are able to take advantage of this low-price strategy, but small
businesses will have difficulty selling enough products at low prices to stay in business.
• Price Skimming Strategy
Price Skimming is a strategy of setting prices high by introducing new products when the
market has few competitors. This method enables businesses to maximize profits before
competitors enter the market, when prices then drop.
• Psychological Pricing Strategy
Marketers use psychological pricing that encourages consumer to buy products based on
emotions rather than on common-sense logic. The best example is when a company prices its
product at $199 instead of $200. Even though the difference is small, consumers perceive
$199 as being substantially cheaper. This is known as the "left-digit effect."

12. Outline two types of promotional strategies that a business could use.
Small businesses these days have many choices when it comes to promoting their products
and services. Regardless of what your company sells or does, it’s important to learn about
who your consumer is so you can effectively target them with your promotion strategy.
In order to create your brand promotion, it’s critical to gain a good understanding of what
makes your product or service unique. Find out where you stand in the competitive landscape
and pinpoint what it is about what you offer that is truly different from the others. This will
help you figure out how you will promote your business.
Once you know your unique value proposition, it’s time to think about the best ways to reach
your target audience. Do they spend most of their days online, or do they still appreciate print
mediums? Do they listen to the radio, or do they read newspapers? Do they like the personal
touch of a phone call, or do they prefer to be emailed instead? When you understand your
consumer, you can effectively create a multi-staged promotion strategy. Each strategy will
help you achieve a different goal. For example, personal selling helps businesses to establish
close, trusting relationships with their customers, whereas advertising enables businesses to
reach a wide audience with their brand. While personal selling is one of the most expensive
forms of promotion, it’s also one of the most effective because it focuses on relationships.
Personal selling involves reaching out to your consumers one on one, either in person, on the
phone or over email. Businesses use personal selling to cultivate long-term relationships and
establish partnerships. This form of promotion involves highly targeting your audience with
tailored messaging that is geared specifically for their needs. Unlike advertising, which is
about reaching a large number of people, direct marketing focuses on reaching a select, small
group. Direct marketing can be done through email, postal mail or social media messages.
One of the best promotion techniques is public relations, which refers to developing a
positive brand image in the media. It’s a way to connect with your target audience by sharing
favorable information about your business. Companies conduct public relations efforts
through press conferences, press releases and media interviews. Often, organizations will also
use sponsorships as a public relations method to establish a positive image for their
organization. Small businesses can sponsor local fairs or markets in addition to local kids’
sports teams.

13. Outline three common distribution strategies that can be used as part of the marketing
mix.
Place refers to distribution or the methods and location you use for your products or services
to be easily accessible to the target customers. Your product or service dictates how it should
be distributed. If you own a retail shop, for example, the distribution chain ends with you and
you supply to your customers directly. If you own a factory, your options will be to either sell
your products directly or sell them to retailers or vendors as your distribution strategy.
Direct selling can be a good starting point, especially if the product supply is limited or you
only sell seasonal products. One advantage of selling your products directly is you get a more
personal feel of the market because you interact directly with the customers so you can easily
adapt to the changes. Another is that you control your product’s pricing and the methods on
which it should be sold. Distribution methods may include, but are not limited to, door-to-
door, retail, e-commerce, mail order, or on-site. You need to have a retail interface with the
target customers if you want to sell directly. You can sell either electronically or in person. If
this requirement will not work for you, you might need to consider selling through a reseller
or an intermediary.
If you want to have wider distribution for your product, you can sell it through a third party,
either a retailer or wholesaler, who will then resell the product to their customers. This
distribution strategy also reduces the pressure of running a distribution system. Reseller sales
also reduce the storage space required for product stocks. However, you will lose personal
contact, and even company identity in some cases, with the customers since they will be
talking now to your resellers. Some resellers may request that your product be sold under
their own brand. Intermediaries can also be specific about supply flow before they can handle
your products for reselling. They would want the product available for distribution all year
round. This can put a lot of stress on the production line, especially if you only produce
seasonally. But if you can agree to that, you might consider selling through intermediaries as
your distribution strategy.
This ensures the widest distribution possible for your product or service. You sell your
products in as many locations or markets as possible. And oftentimes, you need to lower your
prices. This is the method most commonly used by large businesses or manufacturers to reach
customers nationwide or even globally. Examples of products effectively distributed using
this distribution strategy are convenience products or things we buy regularly, like candy or
chewing gum.

14. Outline why a business may choose to use an undifferentiated marketing strategy.
Undifferentiated marketing is more commonly referred to as mass marketing. It lacks the
targeted approach of other marketing strategies and typically operates on a larger scale. The
philosophy behind undifferentiated marketing is to reach the most consumers by any means
necessary and without regard for specific goals. Where targeted marketing is the game
fisherman using a rod and reel, undifferentiated marketing is the man casting a large net.
Although it is less scientific and more scatter-shot in nature, undifferentiated marketing has a
long list of advantages over narrowly targeted marketing.
• Cost
Undifferentiated marketing is by nature cheaper to put together than other types of marketing.
Since it does not require as many work hours, expensive marketing research data, and
constantly changing content as other forms of advertising, undifferentiated marketing has far
less overhead. When it comes to implementation, mass marketing is on equal footing, since
the cost of an ad is the cost of an ad, for the most part. If you engage in saturation campaigns
that require the regular purchase of ad space with a few partners, you may be able to
negotiate better rates than small businesses who run more targeted and less frequent
initiatives.
• Reach
The reach of undifferentiated marketing is typically far greater than most other types of
marketing. Since there is no concern for who will be exposed to the message and why,
undifferentiated marketing is often carried out in a haphazard manner based on quantity and
not quality. For example, an undifferentiated marketing campaign for a small business may
involve the distribution of flyers by 10 people canvassing 100 random streets who are there to
hand out as many as possible to anyone passing by. A more targeted campaign will have one
person staged in a strategic location where the target market is known to congregate. While
the latter method may target a more preferable market segment, the former will reach more
eyes and more potential customers overall. Whether those potential customers become actual
customers is up to chance.
• Less Research
The time necessary to put together undifferentiated marketing campaigns is far shorter than
more targeted methods. This is a great advantage when it comes to changing market
conditions, marketing methods, or product information. Whereas a small-business owner who
moves ahead with precisely targeted campaigns will have to rework her efforts and get the
word out to her specific clientele, a mass marketer can adjust almost immediately. Since there
is no concern for who must be reached and how, the materials can be mass produced with no
specific details or targeted messages attached, then distributed by whatever means are
available. As long as the word is on the street, or in the mailbox, or on the radio, the goal is
accomplished.
• Brand Recognition and Future Rewards
The more your brand is seen by the consumer, any consumer, the better name recognition you
will have. It's just a fact that the small businesses that spread around the most marketing
materials will be the among the best known in the market. This is not always be perceived as
a positive, since some consumers may get to know you only as the company with all the
flyers, but as P.T. Barnum said, "There is no such thing as bad publicity." Brand recognition
is a valuable asset to have in any business, and should you decide to switch to a more targeted
set of initiatives in the future, the odds are people will already know who you are thanks to
your undifferentiated campaigns.

15. Outline why a business may choose to use a concentrated marketing strategy.
Concentrated Marketing is a strategy whereby a product is developed and marketed for a very
well defined and specific segment of the consumer population. Concentrated marketing is
particularly effective for small companies with limited resources because it enables the
company to achieve a strong market position in the specific market segment it serves without
mass production, mass distribution, or mass advertising. A concentrated marketing approach
aims at a narrow, specific consumer group through one specialized marketing plan catering to
the needs of that segment.
Mass production, mass distribution, and mass advertising are not necessary. You can create a
niche advertising strategy so that you reach your target group and the strategy gives result. It
can succeed with limited resources and abilities by concentrating efforts – because a small
firm has lesser resources, it cannot expand a lot. Hence this type of marketing actually works
for them. If this type of marketing is used, it is essential for a firm to do a better job than
competitors in several areas. The majority fallacy, appealing to a large segment that is laden
with competition, should be avoided. A potentially profitable segment may be one ignored by
other firms – Such a profitable segment can be targeted with concentration and it can be
conquered in such a manner that this segment does not go to any large competitor. Per unit
profits can be maximized through market segmentation. Total profits are not maximized,
because only one segment is sought. A distinct niche can be carved out for a particular brand
– This is the most critical point as a niche market will any time give a good ROI if it has
marketed to properly.

16. Explain the process that a marketer can use to ensure that marketing strategies,
approaches and the marketing mix align with an organization’s strategic objectives. Provide
an example to illustrate your response.
If your business wants to get found in a highly competitive market then you need to create a
marketing plan around your business goals. Far too many companies look at marketing as a
task that will “take care of itself.” Marketing can take a lot of time and resources, so your
company will need to build a marketing plan around your company’s goals to ensure your
investment does not go to waste.
Knowing how to conceptualize goals, objectives, and KPIs is vital to beginning to set a
marketing strategy for your business. Here is a simple image that sums up each part of the
equation.
Goals are the “Why” of a marketing plan. Starting with your business vision and purpose,
your goals are the broader results you want to accomplish. An important thing to remember
when it comes to setting goals is that it takes a lot of time, resources, and energy to execute
goals. This is why planning ahead is vital because it’s difficult to redirect a plan once the
goals are in motion. Robust strategies start with specific goals. Don’t waste time or energy by
setting a weak goal that serves no purpose. Use the SMART goal method to ensure your
strategy gets started in the right direction.
• Specific – Need to be real numbers or deadlines. Don’t use abstract or vague terms
like “engage customers” or “increase visitors to the site.”
• Measurable – Goals should be tracked through some form of analytics system.
• Attainable – Make sure the goal is difficult but not impossible. Use historical data to
ensure your goals are both enough and achievable.
• Realistic – Planning is easy, execution isn’t. Make sure you have the workforce,
resources, and produce the goals.
• Time-bound – A goal should always be set for a particular time. Choose a realistic
date and begin pushing toward completion by that time.

17. Explain the process that a marketer can use to ensure that marketing strategies,
approaches and the marketing mix meet legal and ethical requirements. Provide an example
to illustrate your response.
Ethical marketing refers to the process by which companies market their goods and services
by focusing not only on how their products benefit customers, but also how they benefit
socially responsible or environmental causes. To put this another way, ethical marketing isn’t
a strategy; it’s a philosophy. It includes everything from ensuring advertisements are honest
and trustworthy, to building strong relationships with consumers through a set of shared
values. Companies with a focus on ethical marketing evaluate their decisions from a business
perspective (i.e. whether a particular marketing initiative will deliver the desired return) as
well as a moral perspective (i.e. whether a decision is “right” or morally sound).
Example of TOMS (Clothing shop)
TOMS was founded by Blake Mycoskie in 2006 following a trip to Argentina. During his
visit, Mycoskie saw firsthand how people living in impoverished areas of Argentina had to
live without shoes, a challenge that many of us likely give little thought. Inspired by his trip,
Mycoskie decided to establish his company with giving in mind.
Since 2006, TOMS’ footwear business has donated more than 60 million pairs of shoes to
children in need all over the world. As if that weren’t enough, TOMS’ eyewear division has
given more than 400,000 pairs of glasses to visually impaired people who lack access to
ophthalmological care.
The company has further diversified its operations to include clean water initiatives through
its coffee business, and its line of bags has helped support projects to expand access to
birthing kits to expectant mothers in developing nations as well as training for birth
attendants. To date, TOMS has helped more than 25,000 women safely deliver their babies.
TOMS put its social and environmental philanthropy on full display in virtually every aspect
of its branding. This not only lets potential customers know the kind of company they’re
dealing with right off the bat, but also reinforces TOMS’ brand values consistently across all
channels. TOMS’ mission is so central to the company’s branding; it’s given almost equal
emphasis on its website as the products it sells. In fact, it’s almost impossible to navigate
through TOMS’ site without seeing further examples of how TOMS help people around the
world.
This isn’t a typically cynical attempt to capitalize on empty gestures or a feel-good sales
tactic; it’s the same principle leveraged by brands that use display advertising. Just as many
display ads are designed to promote brand awareness and achieve top-of-mind presence
among consumers, TOMS’ philanthropic mission is constantly reinforced throughout its
website and marketing materials. As a result, it’s almost impossible to think of TOMS as a
brand without thinking of the company’s various outreach projects and corporate giving
initiatives.

18. Explain the process that a marketer can use to ensure that marketing strategies,
approaches and the marketing mix are achievable for an organization. Provide an example to
illustrate your response.
A well thought out plan for offering value and solutions to your target market allows the
company to discover the needs of the targeted customers and fulfill those needs in a cost
effective and timely fashion. This in turn allows for the marketing team to be able to measure
a company’s value based on your ideal customer’s response to your product and strategy.
Some guidelines to ensure this strategy is effective are:
• Set measurable, achievable goals by ensuring they are clear, structured and
measurable it will be easier to accomplish your purpose.
• Base plans on facts and validated assumptions through market research.
• Use simple, clear and precise plans to detail what benefits you will offer your clients
and how. Customers are driven by needs and desires so a clear plan will target those to gain
customer loyalty.
• Have a feasible plan by using research to decide the best way to connect with and
engage your ideal customers and then implement a plan your company
The following five steps are essential to accomplishing a simple, effective strategic plan.
• Identify objectives and determine mission
• Do business environmental scan-including trends and competition
• Devise strategy including SWOT, budget, marketing, price and distribution
• Implement strategy-put your plan into action
• Evaluate and modify- measure how close or far you are from objectives, track what
works and change what doesn’t.
Task 2
Nature Care Products

Marketing Plan Briefing Report

Introduction
Nature Care Products is based in Brisbane, Queensland Australia. It commenced
business in 1996, manufacturing and retailing eco-friendly, and high quality beauty
skin care products. The business was established to cater for a growing demand for
skin products that contain eco-friendly and natural ingredients. There is also an
emphasis on eco-friendly packaging. Nature Care Products’ current Strategic Plan
identifies that its vision is to be a market leader for providing high quality, sustainable
skin care products. It has identified its major competitors as being Jurilique and
Botani, and is currently working on positioning itself against this strong competition.
The price of its products are slightly higher than major competitors. The organisation
currently consists of the CEO, Operations Manager, Sales Manager, Marketing
Assistant, Customer Sales Officers (5) and Administration staff (3).As per the current
situation of company we are only selling product to other health and beauty store
and is planning to open its own retail outlets.

Market overview:
Cosmetic market one of the most rapid growing business. Women being the higher
number of customers, it is dominated by female beauty product. Many new companies
are established every day and are constantly trying to earn a good position in market.
There are a variety of product for both men and women. If we want to make brand
name then we must do something different which can become a trend. Making product
with all natural raw materials and packaging ecofriendly can be very helpful to compete
in the market. Company only sell the product to other health and beauty store.to make
a good brand name we must open own retail outlets and focus on internet market as
well.

Current customer profile

Cosmetic industry being one of the top women dominated industry, the main
customer target will always be the women. But nowadays even the men are using
some beauty product.so we must target both men and women if we want to make an
efficient market plan. Customer want some that’s effecting as well as easy to use. But
the things like ecofriendly product can make a big positive impact on customer and
help to lure more customers.

SWOT analysis:
SWOT analysis is one of the analytical tools that a company can use so that the
company could get a gist information about the strength, weaknesses, opportunities
and the threats that a company could have in the market.

Strengths Weaknesses
 Product made of all natural raw materials  The prices are higher than competitor
 Packaging can be eco friendly price
 Good financial budget  Narrow market

Opportunities Threats
 Launching business internationally  Higher Price than the competitors
 Establishing more retail outlets  Well established competitors in market.
 Social medias for advertisements

PESTLE Analysis
PESTLE analysis which is known as the PEST analysis is an analytical tool which is used by
the different companies to run a business in any areas. Mostly, this analysis is done by
the new business or new company to establish their business in the market. In the
PESTLE analysis, the analysis is done from different point of view as: political, economic,
social, technological, legal and environmental analysis.

Political analysis:
Determining how the current direction of the political parties may influence business
development and growth is political analysis. Political analysis is all about the political
status of the nation and making plan as per it. This can include government policy,
political stability or instability, corruption, foreign trade policy, tax policy, labour law,
environmental law and trade restrictions. So, political factors can also impact/change
certain things for a company. We must make sure our business won’t be effected by it.

Economic analysis:
Examine the effects of interest rates, taxes, the stock market, consumer confidence and
other economic metrics is economic analysis. The factors that the economy analysis
which can change the status or can impact on the work flow of the business can be:
economic growth, exchange rates, inflation rates, interest rates, disposable income of
consumers and unemployment rates. These factors may have a direct or indirect long-
term impact on a company, since it affects the purchasing power of consumers

Social analysis:
 Acknowledging the changes in lifestyles, advertising targets, ethics, demographics and
culture is social analysis. The social factors that can make an impact on the business of a
company can be: population growth rate, age distribution, income distribution, career
attitudes, safety emphasis, health consciousness, lifestyle attitudes and cultural
barriers.

Technological analysis:
 Evaluating the company's current technology is technology analysis Technological
analysis refers to the technological innovations and awareness in the market where the
business has been carried out by the company. Some of the factors that the technological
analysis may impact the business can be: technology incentives, the level of innovation,
automation, research and development (R&D) activity, technological change and the
amount of technological awareness that a market possesses.

Environmental analysis:
Identifying the environmental factors that should be considered is environmental
analysis. Environmental analysis is the recently added analysis in PEST analysis by the
government due to the scarcity of the raw materials and the impact on the climate and
environment.

Legal analysis:
 Anticipate any new laws and regulations that can impact your operations is legal analysis.
The legal analysis refers more to the laws such as discrimination laws, antitrust laws,
employment laws, consumer protection laws, copyright and patent laws, and health and
safety laws of the nation for the business to carry out its business.
 Potential Marketing opportunities:
The potential marketing opportunities that the company could have from the case
study given could be listed in the below points:
International market:
According to case study, the business is only limited to chemist shop. If the company can
launch the business in international market it could increase its profit. We have a lot of
choice when it comes to launching business overseas. Country such as Japan where
people prefer to buy ecofriendly product could be a good place to launch the business.
Doing business internationally can be very helpful for growth of product name and profit
so, of we want the business to increase we must try doing it internationally.

Social media:
As per case study, company is currently using only one website to sell it product.in the
modern age advertisement through social media is more effective. We can easily use this
to our advantage and lure as mush customer as possible in low expenses.it is also simple
to use as everything can be done through simple computerized system.so we must
include social media marketing in our plan for the growth of company

Risk identified
 Higher price range
The price of our product is more expensive than our competitor .it will provide a lot of
advantage to our competitor and will impact the sales of our product. The price of the
product must be made to compete with other seller in market for effective marketing
 Lack of marketing sector:
As seen in case study, we know that the company is lacking in marketing. We can
increase our brand name with help of marketing technique like social media and
promotional offer to the customers.

 Specific targeted customers:

As we already know that the company is targeting the upper-class people with the
intention to pay good for the good and the best products in the market. But the company
has forgotten about the other class people who are willing to get the same products but
with a low label price and affordable price ranges. So, specific targeted customers could
also be one of the threats as there are a lot of competitors coming in the market.

Strategies for the marketing mix development:

Product:
The main goods or service that the company is selling to the customers and making
some money is its product. The product of the company should be versatile or should
be targeting a huge mass of people in the market so that the company could get some
advantage over its competitors.
Strategies for the development of the marketing mix on product could be:
 Production of superior quality product made with natural ingredients
 Designing environmentally friendly packaging for the product

Place:
The location or the areas where the company or the business is selling its manufactured
products to the public market is called place. The place chosen by the company to sell
its products should have the easy access so, that the customers could easily reach them.

Strategies for the development of the marketing mix on place could be:
 Market place to operate business should be easily reachable.
 Market centres can be one of the best place to run business
Price:
The amount of the money that a customer pays for the products that they purchase
from the shops or dealers is called price. Price could also play a vital role in the selling of
the product in most of the cases.

Strategies for the development of the marketing mix on price could be:
 Price should be affordable by the customers
 Price must be competitive.

Promotion:
The introduction of the manufactured products by the business with the general public
or the targeted customers in the market is called promotion. Promotion affects the
incensement or decrement of the selling rate for the company.
Strategies for the development of the marketing mix on price could be:
 Easier and effective marketing must be done
 Budget allocated for marketing must be increased

Marketing tactics:
Marketing tactics are the actions that goes with the strategy of the company how the
company is going to get or achieve the estimated goals and strategies of the company.
Marketing tactics may have different tactics when relating with different topics which
could be:
Marketing tactic is the effort that is made to achieve the marketing goal of the company.
Marketing strategies of the company must be completed strictly to make the brand
recognition in the market.so marketing tactic is very important. Some of the marketing
tactics are
Timing:
The time period of the business which is required to achieve the targets goals or the
strategy of the company is Timing. The certain time must be estimated to achieve a
marketing goal.
Costs:
With a budget of $150,000 just allocates for the marketing and promotion of business, it
can easily invest on some good marketing techniques. Budget can be divided into many
marketing techniques for more effectiveness. Some of them are
Internet marketing$30000
Launching business overseas $70,000
Investment on retail outlets$30000
Promotional offers$20000
Responsibilities:
As the company wants to expand its business and tends to upgrade in the market, they
need to have some responsibilities given to their business workers. The company should
be estimating some responsibilities among the workers as given in the below chart:
As the business is growing there is more responsibility toward the business. Instead of
giving all the responsibility to one person or hiring extra staff we must divide it to current
staffs.
Position Responsibilities
CEO Looking over the whole management
team and communicating with them
about progress made.

Operational manager Making all the operational plans to

implement the plans made.
Sales manager Doing research in the market and look
after possible sales tactics.
Marketing assistant Communicating with all the marketing
personnel to confirm everything is as per
the plan.
Customer sales officers Analysing all the sales history and make
improvements if needed.
Administration staff Making sure all the administrative work is
done on time and keeping up to the law.
Task 2 email
Dear CEO,
On the basis of the case study I have made a briefing report which describes the
current situation of our company. I have incorporated all the business opportunities
and risk on the report. The current marketing situation of the company can be more
enhanced with the development of a proper marketing plan.
We could make a better marketing plan based on this briefing report which will help
the company to attract more customer and grow our business. We would love to get
your feedback about the report and your approval to develop a marketing plan.
We hope to get a positive response.

Thank you

Kind regards
Rikson maharjan
Operational Manager
Task 3

NatureCare Products

Marketing Plan

Introduction

Nature Care Products is based in Brisbane, Queensland Australia. It commenced

business in 1996, manufacturing and retailing eco-friendly, and high quality beauty
skin care products. The business was established to cater for a growing demand for
skin products that contain eco-friendly and natural ingredients. There is also an
emphasis on eco-friendly packaging. Nature Care Products’ current Strategic Plan
identifies that its vision is to be a market leader for providing high quality, sustainable
skin care products. It has identified its major competitors as being Jurilique and
Botani, and is currently working on positioning itself against this strong competition.
The price of its products are slightly higher than major competitors. The organisation
currently consists of the CEO, Operations Manager, Sales Manager, Marketing
Assistant, Customer Sales Officers (5) and Administration staff (3).As per the current
situation of company we are only selling product to other health and beauty store
and is planning to open its own retail outlets.

Background
Cosmetic market one of the most rapid growing business. Women being the higher
number of customers, it is dominated by female beauty product. Many new companies
are established every day and are constantly trying to earn a good position in market.
There are a variety of product for both men and women. If we want to make brand
name then we must do something different which can become a trend. Making product
with all natural raw materials and packaging ecofriendly can be very helpful to compete
 in the market. Company only sell the product to other health and beauty store.to make
a good brand name we must open own retail outlets and focus on internet market as
well.
Cosmetic industry being one of the top women dominated industry, the main
customer target will always be the women. But nowadays even the men are using
some beauty product.so we must target both men and women if we want to make an
efficient market plan. Customer want some that’s effecting as well as easy to use. But
the things like ecofriendly product can make a big positive impact on customer and
help to lure more customers.

SWOT and PEST analyses

SWOT analysis is one of the analytical tools that a company can use so that the
company could get a gist information about the strength, weaknesses, opportunities
and the threats that a company could have in the market.
Strengths
 Product made of all natural raw materials
 Packaging can be eco friendly
 Good financial budget
Weaknesses
 The prices are higher than competitor price
 Narrow market
Opportunities
 Launching business internationally
 Establishing more retail outlets
 Social medias for advertisements
Threats
 Higher Price than the competitors
 Well established competitors in market.

PESTLE Analysis
PESTLE analysis which is known as the PEST analysis is an analytical tool which is used
by the different companies to run a business in any areas. Mostly, this analysis is done
by the new business or new company to establish their business in the market. In the
PESTLE analysis, the analysis is done from different point of view as: political, economic,
social, technological, legal and environmental analysis.

Political analysis:
Determining how the current direction of the political parties may influence business
development and growth is political analysis. Political analysis is all about the political
status of the nation and making plan as per it. This can include government policy,
political stability or instability, corruption, foreign trade policy, tax policy, labour law,
environmental law and trade restrictions. So, political factors can also impact/change
certain things for a company. We must make sure our business won’t be effected by it.

Economic analysis:
Examine the effects of interest rates, taxes, the stock market, consumer confidence and
other economic metrics is economic analysis. The factors that the economy analysis
which can change the status or can impact on the work flow of the business can be:
economic growth, exchange rates, inflation rates, interest rates, disposable income of
consumers and unemployment rates. These factors may have a direct or indirect long-
term impact on a company, since it affects the purchasing power of consumers

Social analysis:
 Acknowledging the changes in lifestyles, advertising targets, ethics, demographics and
culture is social analysis. The social factors that can make an impact on the business of a
company can be: population growth rate, age distribution, income distribution, career
attitudes, safety emphasis, health consciousness, lifestyle attitudes and cultural
barriers.

Technological analysis:
 Evaluating the company's current technology is technology analysis Technological
analysis refers to the technological innovations and awareness in the market where the
business has been carried out by the company. Some of the factors that the technological
analysis may impact the business can be: technology incentives, the level of innovation,
automation, research and development (R&D) activity, technological change and the
amount of technological awareness that a market possesses.

Environmental analysis:
Identifying the environmental factors that should be considered is environmental
analysis. Environmental analysis is the recently added analysis in PEST analysis by the
government due to the scarcity of the raw materials and the impact on the climate and
environment.

Legal analysis:
 Anticipate any new laws and regulations that can impact your operations is legal analysis.
The legal analysis refers more to the laws such as discrimination laws, antitrust laws,
employment laws, consumer protection laws, copyright and patent laws, and health and
safety laws of the nation for the business to carry out its business.
Marketing objectives

Increase the number of people who make a purchase while visiting the online store by
20%.
• Increase the number of retail outlets selling Nature Care Products by 150.
• To increase product awareness amongst the target market by 20%.
• To increase market share to 15%.
• To expand into at least one international market.
• To identify new products and new markets.
• To attain annual growth of at least 10% over the next three years.

Marketing Mix Strategies

Product:
The main goods or service that the company is selling to the customers and making
some money is its product. The product of the company should be versatile or should
be targeting a huge mass of people in the market so that the company could get some
advantage over its competitors.

Strategies for the development of the marketing mix on product could be:
 Production of superior quality product made with natural ingredients
 Designing environmentally friendly packaging for the product

Place:
The location or the areas where the company or the business is selling its manufactured
products to the public market is called place. The place chosen by the company to sell
its products should have the easy access so, that the customers could easily reach them.

Strategies for the development of the marketing mix on place could be:
 Market place to operate business should be easily reachable.
 Market centres can be one of the best place to run business
Price:
The amount of the money that a customer pays for the products that they purchase
from the shops or dealers is called price. Price could also play a vital role in the selling of
the product in most of the cases.

Strategies for the development of the marketing mix on price could be:
 Price should be affordable by the customers
 Price must be competitive.
 Promotion:
The introduction of the manufactured products by the business with the general public
or the targeted customers in the market is called promotion. Promotion affects the
incensement or decrement of the selling rate for the company.
Strategies for the development of the marketing mix on price could be:
 Easier and effective marketing must be done
 Budget allocated for marketing must be increased

Budget and projected profit and loss

With a budget of $150,000 just allocates for the marketing and promotion of business, it
can easily invest on some good marketing techniques. Budget can be divided into many
marketing techniques for more effectiveness. Some of them are
Internet marketing$30000
Launching business overseas $70,000
Investment on retail outlets$30000
Promotional offers$20000

Projected profit or loss

Increase on brand name by 20%
Increase in sales by 50%
Increase in market shares by 15%

Implementation time frame

Marketing tactics are the actions that goes with the strategy of the company how the
company is going to get or achieve the estimated goals and strategies of the company.
Marketing tactics may have different tactics when relating with different topics which
could be:
Marketing tactic is the effort that is made to achieve the marketing goal of the company.
Marketing strategies of the company must be completed strictly to make the brand
recognition in the market.so marketing tactic is very important.
All the marketing plan that are developed must completed within the given time duration.
Time frame to complete our market plan are as follow:
Plan Time frame
Internet marketing 3months
Launching business overseas 1 year
Investment in retail outlets 1 year
Promotional offers 3 months
 Marketing performance

We must monitor on marketing performance to know its effectiveness as well as to make

certain adjustments that may be required for optimum results. Some of the ways to look
after the marketing performance of newly develop plan are:

Key performance indicator: KPI In its simplest form, a KPI is a type of performance
measurement that helps you understand how your organization or department is
performing. A good KPI should act as a compass, helping you and your team understand
whether you're taking the right path toward your strategic goal.

Return on Investment (ROI): Return on Investment (ROI) is a performance measure

used to evaluate the efficiency of an investment or compare the efficiency of a number
of different investments. ROI tries to directly measure the amount of return on a
particular investment, relative to the investment’s cost. To calculate ROI, the benefit (or
return) of an investment is divided by the cost of the investment. The result is
expressed as a percentage or a ratio.
BSBMKG609 Develop a Marketing Plan: Marketing Plan Template
NatureCare Products

Marketing Plan template

Introduction

Nature Care Products is based in Brisbane, Queensland Australia. It commenced

business in 1996, manufacturing and retailing eco-friendly, and high quality beauty
skin care products. The business was established to cater for a growing demand for
skin products that contain eco-friendly and natural ingredients. There is also an
emphasis on eco-friendly packaging. Nature Care Products’ current Strategic Plan
identifies that its vision is to be a market leader for providing high quality, sustainable
skin care products. It has identified its major competitors as being Jurilique and
Botani, and is currently working on positioning itself against this strong competition.
The price of its products are slightly higher than major competitors. The organisation
currently consists of the CEO, Operations Manager, Sales Manager, Marketing
Assistant, Customer Sales Officers (5) and Administration staff (3).As per the current
situation of company we are only selling product to other health and beauty store
and is planning to open its own retail outlets.

Background
Cosmetic market one of the most rapid growing business. Women being the higher
number of customers, it is dominated by female beauty product. Many new companies
are established every day and are constantly trying to earn a good position in market.
There are a variety of product for both men and women. If we want to make brand
name then we must do something different which can become a trend. Making product
with all natural raw materials and packaging ecofriendly can be very helpful to compete
in the market. Company only sell the product to other health and beauty store.to make
a good brand name we must open own retail outlets and focus on internet market as
well.
Cosmetic industry being one of the top women dominated industry, the main
customer target will always be the women. But nowadays even the men are using
some beauty product.so we must target both men and women if we want to make an
efficient market plan. Customer want some that’s effecting as well as easy to use. But
the things like ecofriendly product can make a big positive impact on customer and
help to lure more customers.

SWOT and PEST analyses

 SWOT analysis is one of the analytical tools that a company can use so that the
company could get a gist information about the strength, weaknesses, opportunities
and the threats that a company could have in the market.
Strengths
 Product made of all natural raw materials
 Packaging can be eco friendly
 Good financial budget
Weaknesses
 The prices are higher than competitor price
 Narrow market
Opportunities
 Launching business internationally
 Establishing more retail outlets
 Social medias for advertisements
Threats
 Higher Price than the competitors
 Well established competitors in market.

PESTLE Analysis
PESTLE analysis which is known as the PEST analysis is an analytical tool which is used
by the different companies to run a business in any areas. Mostly, this analysis is done
by the new business or new company to establish their business in the market. In the
PESTLE analysis, the analysis is done from different point of view as: political, economic,
social, technological, legal and environmental analysis.

Political analysis:
Determining how the current direction of the political parties may influence business
development and growth is political analysis. Political analysis is all about the political
status of the nation and making plan as per it. This can include government policy,
political stability or instability, corruption, foreign trade policy, tax policy, labour law,
environmental law and trade restrictions. So, political factors can also impact/change
certain things for a company. We must make sure our business won’t be effected by it.

Economic analysis:
Examine the effects of interest rates, taxes, the stock market, consumer confidence and
other economic metrics is economic analysis. The factors that the economy analysis
which can change the status or can impact on the work flow of the business can be:
economic growth, exchange rates, inflation rates, interest rates, disposable income of
consumers and unemployment rates. These factors may have a direct or indirect long-
term impact on a company, since it affects the purchasing power of consumers
Social analysis:
 Acknowledging the changes in lifestyles, advertising targets, ethics, demographics and
culture is social analysis. The social factors that can make an impact on the business of a
company can be: population growth rate, age distribution, income distribution, career
attitudes, safety emphasis, health consciousness, lifestyle attitudes and cultural
barriers.

Technological analysis:
 Evaluating the company's current technology is technology analysis Technological
analysis refers to the technological innovations and awareness in the market where the
business has been carried out by the company. Some of the factors that the technological
analysis may impact the business can be: technology incentives, the level of innovation,
automation, research and development (R&D) activity, technological change and the
amount of technological awareness that a market possesses.

Environmental analysis:
Identifying the environmental factors that should be considered is environmental
analysis. Environmental analysis is the recently added analysis in PEST analysis by the
government due to the scarcity of the raw materials and the impact on the climate and
environment.

Legal analysis:
 Anticipate any new laws and regulations that can impact your operations is legal analysis.
The legal analysis refers more to the laws such as discrimination laws, antitrust laws,
employment laws, consumer protection laws, copyright and patent laws, and health and
safety laws of the nation for the business to carry out its business.

Marketing objectives

Increase the number of people who make a purchase while visiting the online store by
20%.
• Increase the number of retail outlets selling Nature Care Products by 150.
• To increase product awareness amongst the target market by 20%.
• To increase market share to 15%.
• To expand into at least one international market.
• To identify new products and new markets.
• To attain annual growth of at least 10% over the next three years.
Marketing Mix Strategies
Product:
The main goods or service that the company is selling to the customers and making
some money is its product. The product of the company should be versatile or should
be targeting a huge mass of people in the market so that the company could get some
advantage over its competitors.

Strategies for the development of the marketing mix on product could be:
 Production of superior quality product made with natural ingredients
 Designing environmentally friendly packaging for the product

Place:
The location or the areas where the company or the business is selling its manufactured
products to the public market is called place. The place chosen by the company to sell
its products should have the easy access so, that the customers could easily reach them.

Strategies for the development of the marketing mix on place could be:
 Market place to operate business should be easily reachable.
 Market centres can be one of the best place to run business
Price:
The amount of the money that a customer pays for the products that they purchase
from the shops or dealers is called price. Price could also play a vital role in the selling of
the product in most of the cases.

Strategies for the development of the marketing mix on price could be:
 Price should be affordable by the customers
 Price must be competitive.

Promotion:
The introduction of the manufactured products by the business with the general public
or the targeted customers in the market is called promotion. Promotion affects the
incensement or decrement of the selling rate for the company.
Strategies for the development of the marketing mix on price could be:
 Easier and effective marketing must be done
 Budget allocated for marketing must be increased

Budget and projected profit and loss

 With a budget of $150,000 just allocates for the marketing and promotion of business, it
can easily invest on some good marketing techniques. Budget can be divided into many
marketing techniques for more effectiveness. Some of them are
Internet marketing$30000
Launching business overseas $70,000
Investment on retail outlets$30000
Promotional offers$20000

Projected profit or loss

Increase on brand name by 20%
Increase in sales by 50%
Increase in market shares by 15%

Implementation time frame

Marketing tactics are the actions that goes with the strategy of the company how the
company is going to get or achieve the estimated goals and strategies of the company.
Marketing tactics may have different tactics when relating with different topics which
could be:
Marketing tactic is the effort that is made to achieve the marketing goal of the company.
Marketing strategies of the company must be completed strictly to make the brand
recognition in the market.so marketing tactic is very important.
All the marketing plan that are developed must completed within the given time duration.
Time frame to complete our market plan are as follow:
Plan Time frame
Internet marketing 3months
Launching business overseas 1 year
Investment in retail outlets 1 year
Promotional offers 3 months

Marketing performance

We must monitor on marketing performance to know its effectiveness as well as to make

certain adjustments that may be required for optimum results. Some of the ways to look
after the marketing performance of newly develop plan are:

Key performance indicator: KPI In its simplest form, a KPI is a type of performance
measurement that helps you understand how your organization or department is
performing. A good KPI should act as a compass, helping you and your team understand
whether you're taking the right path toward your strategic goal.

Return on Investment (ROI): Return on Investment (ROI) is a performance measure

used to evaluate the efficiency of an investment or compare the efficiency of a number
of different investments. ROI tries to directly measure the amount of return on a
particular investment, relative to the investment’s cost. To calculate ROI, the benefit (or
return) of an investment is divided by the cost of the investment. The result is
expressed as a percentage or a ratio.
Dear CEO,
The meeting went really good and all of valuable feedback have helped me
develop a proper marketing plan for the company. I believe that everybody got
the clear idea about our marketing plan. All the feedback of the meeting has
been incorporated into on our final marketing plan.
Hope this marketing plan will have positive impact on coming future.
Thank you.

Kind regards
Rikson maharjan
Operational Manager