Marketing Plan

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ASSIGNMENT COVER SHEET(to be completed by the student)|
Student ID number:| A12792|
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Student name:| Emma Louise Molloy|
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Course name:| 12 Month MBA|
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Subject name:| Strategic Marketing|
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Subject facilitator:(not applicable for Distance Learning students)| NA| | |
No. of pages:| 17|
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Word count:| 2379|
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DECLARATION|
I, the above named student, confirm that by submitting, or causing the attached assignment to be submitted, to AIB, I have not plagiarised any other person’s work in this assignment and except where appropriately acknowledged, this assignment is my own work, has been expressed in my own words, and has not previously been submitted for assessment. | | |

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Please complete the following checklist before submitting your assignment to AIBxHave you completed all sections of this Assignment Cover Sheet?xIs your assignment in ‘word’ format? AIB will not accept assignments in any other format?xIs your assignment saved as “your full name” and “the name of the subject”? For example, the assignment document may be saved as “Jane Citizen - Leadership”. xAre you emailing your assignment and this completed Assignment Cover Sheet to studentadmin@aib.edu.au? AIB will not accept hardcopy assignments?xDoes the subject line in your email state (1) your full name (2) your student identification number (3) which subject your assignment relates to?xWill you retain confirmation of the time that you are emailing your assignment to AIB? This Assignment Cover Sheet and your assignment must be received by AIB before the deadline?|

ASSESSMENT SHEET(to be completed by the examiner)|
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COMMENTS|
Principles used (for example, number and understanding of concepts referred to, their influence on the structure of this paper, number and correct citations of references, use of appropriate jargon)   | | /4|

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Application of those principles, that is, the analysis and evaluation of the example problem based on the principles, including the final recommendations and their justification| | | /8|
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I agree with the assessor’s assessment I disagree with the assessor’s assessment and the new mark is as follows for the following reasons: | /20| |
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Title: People are starving, do you really need another toaster? Assignment topic: Develop a marketing plan for either one or two new products in your business and/or another business in your country or region with which you are familiar. If you choose to plan for just one product, develop a plan for two market segments. If you choose to plan for two products, develop a plan for one market segments for each product. In you plan, cover: * Current marketing situation with background data on the market, product, competition, and distribution * Opportunity and threat analysis through a brief SWOT analysis * Objectives with goals for sales volume, market share and profit * Marketing strategy with details of the 4P’s, with justifications for them based on the above.

Word Count: 2379

Executive Summary
Commonwealth Bank is the largest of Australia’s big four financial service providers. At present, the Bank offers a range of award credit cards to, both, retail and corporate sectors. Profitable growth in retail and corporate card segments is a key part of the bank’s strategic direction. The main differential between cards is centred around fee structures, with little...
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