Marketing Plan

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BS122 PRINCIPLES OF MARKETING
SCHOOL OF BUSINESS. UNIVERSITY OF NOTRE DAME. SYDNEY CAMPUS

LECTURER:

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1.0 Executive Summary

2.0ContenTs Page
1. Introduction
2. Review of Macro-Environment
3. Review of Micro-Environment
4. SWOT Analysis
5. Objectives
6. Segmentation, Target Market Selection and Positioning Statement 7. Product Strategy
8. Pricing Strategy
9. Place Strategy
10. Promotion Strategy
11. Action Plan
12. Control Plan
13. Conclusion

3.0Introduction

4.0Macro-Environment FACTORS
4.1. Political And Legal Factors
* Representative and strong democratic government – Australia’s political system elects a representative government that involves people electing their representatives to the parliament. Additionally, Australia has a strong democratic setup that is alike at all levels. * Protests against carbon tax – On July 1, 2012 The Gillard government’s carbon tax came into effect. There were demonstrations in Sydney with more than 1000 protestors gathering at Belmore Park to voice their opposition the day it was implemented. * Policy to boost the economy - According to a joint announcement made by the Minister for Financial Services and Superannuation and Minister of Immigration and Citizenship in May 2012, The government is planning to introduce a new fast tracked visa program in order to attract foreign investors. * Good relations with other nations - The Gillard government has always tried to maintain good relations with other nations such as China. The Australian China Business Council was formed in order to endorse business and trade between China and Australia. China is Australia's largest trading partner and the biggest source of growth of Australian resource exports. As a result, a free trade agreement (FTA) was signed between Australia and China to deliver a boost to the increasing trade between the two countries. * Asylum seekers and humanitarian issues – The department of immigration has confired that more than 7,000 asylum seekers landed in the country during the time of January 2010–April 2011. The mandatory detention of asylum seekers in two detention centres is a reason for concern because there have been increasing instances of suicides, riots, and depression among the detainees.

4.2. Economic Factors:
* Dynamic services sector – The Service sector is considerably larger than forestry, agriculture, fishing, and mining. Listing assets worth A$4.3tn in December 2011. This is the reason as to why it is such an important contributor to Australia’s economic activity. * Impact of the carbon tax on the manufacturing sector - A carbon tax has been implemented as of July 1, 2012. It is expected that the full impact of the carbon tax will be faced by the manufacturing sector. Many manufacturing professionals fear that the additional carbon tax on raw materials may result in the loss of competitive edge over other international companies that are currently exempted from such tax. The initial cost is proving to be a huge burden for many firms. * Skilled labor shortages – There are many industries in Australia that are facing shortages of skilled labour and therefore are looking to immigration to fill these gaps. * Economic growth - According to MarketLine forecasts, it is expected that the Australian economy will expand by 3.5% in 2012. It will perform better compared to other developed economies in the next two years. It has also been predicted that the rate of unemployment will remain as low as 5.02% in 2012 and 4.98% in 2013 * Increasing investments triggering inflation fears - Control of inflation is crucial to the performance of any economy because when it increases at a moderate pace it brings economic growth, but when it increases at a rapid rate, it affects the economy...
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