Contents

• 1. EXECUTIVE SUMMARY 2
• 1.1 CONCLUSIONS & RECOMMENDATIONS 2
• 1.2 OUTSTANDING ISSUES 2
• 1.3 ASSUMPTIONS 2
• 2. Introduction 3
• 3. Current Market Assessment 3
• 3.1 Market Definition 3
• 3.2 Market Analysis 3
• 3.3 Customer Analysis 5
• 3.4 Competitor Analysis 6
• 3.5 Internal Analysis 7
• 3.6 Opportunities Analysis 7
• 4. OBJECTIVES 7
• 4.1 MARKET PENETRATION 7
• 4.2 BUSINESS VOLUMES OBJECTIVES 8
• 4.3 FINANCIAL OBJECTIVES 8
• 5. MARKETING STRATEGY 8
• 5.1 POSITIONING 8
• 5.2 COMMUNICATIONS STRATEGY 8
• 5.3 SALES STRATEGY 8
• 5.4 SERVICES DELIVERY 9
• 5.5 PROMOTIONAL ACTIVITIES 9
• 5.6 PRICING 9
• 5.7 MARKETING BUDGET 9
• 5.8 KEY SUCCESS FACTORS 9
• 5.9 ACTION PROGRAM 10
• 5.10 CONTROLS 10
• 6. Conclusion 10
• 7. References 10

Description

– This assignment is based on the following assignment question –
Students are required to complete a service organization evaluation and services marketing plan on a service company of their choice. NB: this firm must be a service firm offering services not product e.g. superannuation and financial planning, theme parks, cinemas, banks, etc. Students are required to write a practical marketing plan report to fully demonstrate their understanding of the services marketing implications of that company. As many companies offer a portfolio of services, students should aim to select the service offering of the organization and conduct an indepth analysison that service offering. Importantly, theoretical advancesin services and relationship marketing should be critically examined, considered and incorporated into the marketing plan recommendations offered. The report should aim to offer coverage of the current strategies the organization uses to define, deliver and marketing their service by performing analysis of the current market situation of the service, its positioning, market activity, competitors, customer profile and marketing strategies including pricing and customer service. The students should offer recommendations and action plan to maintain or improve the current strategies used by the firm in the form of a marketing plan. It is essential that student use current academic and practical literature and reference according to structured academic writing.
The company chosen is BIGPOND, Australia.