Smrc Marketing Plan

Go Green, Go SMRC!
Marketing Plan

9 Aldous Place, Booragoon
Perth, Western Australia 6154

Prepared By:

Name | Student ID | Signature |
Grace Yeow | 31258657 | |
Diana Koh Ming Ling | 31098002 | |
Tan Xinchun Steven | 30999399 | |
Law Wai Leong | 31318419 | |
Shanmugam Doraisamy | 31210083 | |
Sim Boon Kwang | 31323124 | |
Angela Poh | 31097973 | |

Table of Contents
1. Executive Summary 1
1.1. Background 1
1.2. Major Findings 1
1.3. Conclusion 2
1.4. Recommendations 2
2. Situation Analysis 3
2.1. Company Analysis 3
2.2. Customer Analysis 4
2.3. Competitors 5
2.4. Market Share 7
2.5. Collaborators 8
2.6. SWOT Analysis 8
2.7. Climate PEST 14
3. Market Segmentation 18
3.1. Public consumers 18
3.2. Commercial consumers 22
3.3. Environmental Sustainability 25
4. Product Life Cycle 26
4.1. Introduction stage 26
4.2. Growth stage 27
4.3. Maturity stage 27
4.4. Decline stage 27
5. Alternate Marketing Strategy 28
5.1. Product 28
5.2. Place 31
5.3. Promotion 35
5.4. Pricing 43
6. Short-term & Long-term Projections 47
6.1. Short-term Projection 47
6.2. Long-term Projection 47
7. Conclusion 49
8. Recommendation & Contingency Planning 49
8.1. Recommendations 49
8.2. Contingency Planning 50
9. References 51

  1. Executive Summary
      2.1. Background
The Southern Metropolitan Regional Council (SMRC) is a community enterprise representing seven local councils south of Perth, Western Australia. A statutory Western Australian local government authority in its own right, the SMRC has an operational role in the planning and coordination of the removal, processing, treatment and disposal of household waste for the benefit of communities within its regional boundaries. According to Australian Bureau of Statistics (ABS), the population of Western Australia is projected to reach 4.3 million people in 2056, especially in Perth with the highest concentration of immigrants; is projected to experience the... [continues]

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