Marketing Assignment
MARKETING PLAN 2003/2004
STAR ALLIANCE
‘A Bulky Goods Shopping Centre’
TABLE OF CONTENTS
0. PREFACE
1.0 EXECUTIVE SUMMARY
2. SITUATIONAL ANALYSIS 1. The Market 2. Customer Profile 3. The Centre 4. Competitors 5. Macro Environment
3. SWOT
4. OBJECTIVES 1. Business Objectives 2. Marketing Objectives
5. MARKETING STRATEGY 1. Positioning 2. Branding of Centre 3. Advertising 4. Retail Advertising Campaign 5. Co-operative Advertising Campaign 6. Promotion 7. Public Relations 8. Customer Service 9. Information Strategy 10. Retailer Communication 11. Visual Merchandising 12. Research
6. ACTION PROGRAMS
7. MARKETING BUDGET 1. Profit and Loss
8.0 CONTROLS
PREFACE
The attached Marketing Plan is based on a real situation but the names and figures have been altered to ensure company confidentiality.
Star Alliance is a subsidiary of a multi-national organization, which is a ‘bulky goods’ - homewares shopping center located in Eastern Sydney.
1.0 EXECUTIVE SUMMARY
This marketing plan covers the activities for the 2003/2004 financial year for Star Alliance, a major regional shopping center located approximately 3 kilometers east of the Sydney CBD and approximately 8 kilometers from Sydney Airport.
Star Alliance has a new challenge with two competitive centers currently under construction, all within one kilometer and opening within the next 12 months. Dream Motor Way is undergoing extension and refurbishment and also opening within 12 months. These centers will be aggressively marketing to try to capture the market the Star Alliance currently has and the highly sought after North Shore.
The Market Research Company undertook extensive
STAR ALLIANCE
‘A Bulky Goods Shopping Centre’
TABLE OF CONTENTS
0. PREFACE
1.0 EXECUTIVE SUMMARY
2. SITUATIONAL ANALYSIS 1. The Market 2. Customer Profile 3. The Centre 4. Competitors 5. Macro Environment
3. SWOT
4. OBJECTIVES 1. Business Objectives 2. Marketing Objectives
5. MARKETING STRATEGY 1. Positioning 2. Branding of Centre 3. Advertising 4. Retail Advertising Campaign 5. Co-operative Advertising Campaign 6. Promotion 7. Public Relations 8. Customer Service 9. Information Strategy 10. Retailer Communication 11. Visual Merchandising 12. Research
6. ACTION PROGRAMS
7. MARKETING BUDGET 1. Profit and Loss
8.0 CONTROLS
PREFACE
The attached Marketing Plan is based on a real situation but the names and figures have been altered to ensure company confidentiality.
Star Alliance is a subsidiary of a multi-national organization, which is a ‘bulky goods’ - homewares shopping center located in Eastern Sydney.
1.0 EXECUTIVE SUMMARY
This marketing plan covers the activities for the 2003/2004 financial year for Star Alliance, a major regional shopping center located approximately 3 kilometers east of the Sydney CBD and approximately 8 kilometers from Sydney Airport.
Star Alliance has a new challenge with two competitive centers currently under construction, all within one kilometer and opening within the next 12 months. Dream Motor Way is undergoing extension and refurbishment and also opening within 12 months. These centers will be aggressively marketing to try to capture the market the Star Alliance currently has and the highly sought after North Shore.
The Market Research Company undertook extensive