Semester 2 2011
Prepared for: MARGEE HUMES
Prepared by: RAMLA ARIF MUNAWWAR
Student number: U0061022934
Date submitted: 17TH OCTOBER 2011
Biosystems Engineering is an Australian engineering consultancy, specializes in technological research and development for different sectors including agriculture, food forestry, water and energy.
The firm has developed a pioneer product; Bionic Beaver that will provide the source of biomass for generation of energy, as the market trend is towards generation of renewable source of energy from Biomass but it will soon develop a future competition.
The marketing plan will assist the firm to meet the objective of sales, profit and brand awareness. The product is an innovation in short crop rotation with distinguishing feature. The main market will be considered in Brazil, Latin America, British Columbia and Scandinavia. To promote the product an aggressive advertising is required. Financial analysis shows that the firm will have profit in the first year. The expected return on equity in the first year is 10.88%. Furthermore constant performance and financial monitoring is required to eliminate any threat arising in the long run.
The only foulest situation that will arise is lack of sales capital but it could be tackled by forming coalition with other companies.
Table of Contents
Executive Summary i
1 INTRODUCTION 1
2 SITUATIONAL ANALYSIS 2
2.1 Company Overview 2
2.2 Market Summary 2
2.3 Market Needs 3
2.4 Target Market 3
3 GE MATRIX 4 3.1 Strategic Marketing Objective 4
4 MARKETING STRATEGIES 5 4.1 Quality function Deployment Strategy 5
4.2 Geographical coverage 6
4.3 Zone Pricing 7
4.4 Supply & Demand7
5 FINANCIAL PROJECTIONS 11 6 MARKETING TIMELINE 20
7 CONTINGENCY PLAN 22
8 CONCLUSION 24
List of Figures
Figure 1 GE Matrix 4
Figure 2 Quality Function Deployment strategy 5
Figure 3 Gantt chart 21
List of Table:
Table 1 Planning20
Biosystems Engineering is an Australian engineering consultancy, specializes in technological research and development for different sectors including agriculture, food forestry, water and energy. This marketing plan will help to identify the external and the internal environment of the firm and how its competence over other firms in the market will enable its growth in the future. The report contains an analysis of the different marketing strategies which will enhance the firm’s smooth operations resulting in higher customer awareness. The financial limitations are also taken in consideration while constructing this plan to have accurate measurements in terms of profit and losses. The contingency planning will help in resolving the predicted issues and difficulties that may arise in the process of implementing the plan.
Lastly, the plan is set in a way that it will have its effects on the firm’s internal operations as well as the international marketing techniques that are currently operational in doing business with. The foreign markets are also targeted in order to achieve maximum expansion.
2.0 SITUATIONAL ANALYSIS
Biosystems engineering technology design, research equipment, analysis and evaluation has been engaged in these past projects. Currently working on the prototype of Short rotation woody crop harvester also known as the – Bionic Beaver. The Biosystems engineering...