BSBMKG609 Develop a Marketing Plan

need complete work

Develop a Marketing
Plan

ASSESSMENT EVENT 1 – Knowledge Questions...........................................................................2
Question 1.........................................................................................................................................2
Question 2.........................................................................................................................................5
Question 3.........................................................................................................................................8
Question 4.......................................................................................................................................10
Question 5.......................................................................................................................................11
ASSESSMENT EVENT 2: Emu Fitness Simulation.......................................................................14
TASK 1: Devise Marketing strategies..............................................................................................14
1.1 Evaluate marketing opportunity options..............................................................................14
1.2 Develop marketing strategies that address strengths and opportunities.....................................16
1.3 Develop strategies to close gap between capabilities and marketing objectives........................16
1.4 Develop feasible marketing strategies and justify their selection...............................................17
1.5 Develop a marketing performance review strategy....................................................................19
Task 2: Plan Marketing Tactics.......................................................................................................19
2.1 Develop a Tactical Marketing Plan to implement each marketing strategy...............................19
2.2 Ensure tactics are achievable.....................................................................................................19
2.3 Ensure tactics meet legal and ethical requirements....................................................................19
REFERENCES..................................................................................................................................21

ASSESSMENT EVENT 1 – Knowledge Questions
Question 1
In the table below, outline common marketing opportunity options used in organizations.
R 1. explain each marketing opportunity option
R 2. provide an example on how an organization can gain advantage from each option
R 3. word count is approximately 100 words per opportunity.
Marketing Opportunities Explanation Example
Strategic alliances
A strategic alliance can
be defined as an
arrangement between
two companies
wherein they undertake
a project independently
that is mutually
beneficial (Bala and
Verma, 2018). They
allow a firm to gain a
new client base and
enter new business
territories. Also, a
strategic alliance can
be referred to as an
affordable alternative
to mergers or
acquisitions.
One of the examples
for a strategic alliance
that was successful, is
between Ford and
Eddie Bauer. The
vehicles included
premium leather seats
along with other
luxury features. One
of the main selling
points was that the
vehicles filled a niche
market that was
previously held by
foreign automakers.
The company gained
an advantage as there
was an increase in the
overall client base.
New products or services to target
specific markets
Rather than trying to
reach out to a
completely new
market, a brand
reaches out to a target
market in order to
H&M has launched its
“Conscious
Collection” of clothes
that are made using
materials that are
environment friendly

Marketing Opportunities Explanation Example
connect with its
customers in a more
efficient way. An
organization can target
specific markets based
on age, gender,
education,
demographics etc.
when a new product or
service is launched.
and would not cause
any kind of harm to it
(Chernev, 2020).
These products are
particularly targeted
towards people who
are conscious about
the environment and
look out for products
that are sustainable.
Greater penetration with existing
products or services
This opportunity
involves focussing on
selling existing
products or services
within an existing
market in order to gain
a higher market share
(De Pelsmacker, Van
Tilburg and Holthof,
2018). An organization
can improve its
existing products in
order to gain a
competitive advantage
against competitors.
They can even adjust
the prices of their
existing products in
order to attract a
greater number of
customers which will
lead to an increase in
Under Armour, an
America-based
company that
manufactures
footwear, casual and
sports apparel can b
cited as an example of
market penetration
strategy as it
constantly focussed on
selling clothing,
accessories and
footwear for sports
(Firmansyah and et.
al., 2020). It was able
to gain an increased
share in the existing
market.

Marketing Opportunities Explanation Example
the overall market
share.
Take-overs
A takeover is a
marketing opportunity
wherein an
organization makes a
successful bid in order
to acquire another
company. A takeover
is usually performed
through either a merger
or an acquisition
(Gustafson, Sharrow
and Short, 2017).
There are different
types of takeovers like
hostile, friendly and
backflip. Advantages
of a takeover strategy
include an increase in
the overall profit and
market share.
An example of a take-
over opportunity is the
multinational
telecommunications
company, AT&T
taking over BellSouth
in the year 2006.
Another example is
Vodafone Air Touch
taking over
Mannesmann, a
German telephony and
internet company. The
American Gas and Oil
company Exxon
taking over Mobil can
also be included as an
example for the
respective strategy.
New business via franchising The market
opportunity of
franchising is based on
the marketing concept
that can be adopted by
an organization in
order to expand its
business. There are
many benefits of
expanding business
Major examples of
franchising include
McDonalds, Pizza Hut
and Burger King. All
of the three are
business format
franchises, wherein a
company expands its
business by supplying
business owners that

Marketing Opportunities Explanation Example
through franchising
like there is a better
management of the
business and the rate of
expansion is also faster
involving less costs.
work independently,
with an already
established business.
Examples of
manufacturing
franchises include
Coca Cola, wherein
the company sells the
syrup concentrate to
another company that
mixes the two and
seels in the market.
Question 2
In the table below, outline common marketing strategies used in organizations.
R 1. list four strategies
R 2. explain each strategy
R 3. provide an example on how an organization can undertake each strategy
R 4. word count is approximately 100 words per strategy.
Strategy Explanation Example
Social Media Marketing This is one of the most
common marketing strategies
that organizations use in
order to attract a greater
number of customers
(Hanlon, 2019). The strategy
mainly focuses on providing
the users with valuable
content that they would want
to share across their social
networks. This leads to an
In order to undertake the
social media marketing
strategy, an organization
should fist set social
marketing goals ad
objectives that are
meaningful. Next, it should
research about the target
audience and analyse the
performance of competitors.
This will help it in
developing strategies to

increased visibility on
various social media
platforms like Facebook,
Instagram, Twitter and
YouTube.
create content that is far
more appealing as well as
engaging as compared to
other companies.
Search Engine Marketing SEM can be defined as the
practice of marketing a
particular business by
making use of paid
advertisements. The
advertisements appear on the
search engine paid results
(Hollensen, 2019). Search
engine marketing helps in
generating traffic to the
website of the organization.
A higher rank on the search
engine means that a greater
number of customers will
visit the website and might
even recommend the
products to others as well.
In order to undertake the
strategy of search engine
marketing, an organization
should define an effective
strategy. Once this is done,
it should choose best
keywords and phrases so
that when customers search
for them, they are direct to
its website. The next step is
to attract quality links to the
website and manage return
on investment driven paid
search campaign.
Co-branding Co-branding can be defined
as the marketing strategy that
involves making use of
multiple brand names on a
product or service as a part of
a strategic alliance (Kwarso,
2017). There are various
advantages of co-branding
that involve sharing of risk,
increase in the overall sales,
benefits relating to
If a company wants to
implement the marketing
strategy of co-branding, it
should choose its partner
very carefully. After doing
so, the companies should
roll out a product that is co-
branded by both the
companies. This should be
done before promoting the
products. This will allow the

technology, better product
image and a wider scope
because of advertising
jointly.
marketplace to get used to
the same.
Direct Selling It can be defined as the
marketing strategy wherein
the products are sold directly
to the consumers. Benefits of
the same include an
opportunity for the customers
to try the products and test
them (McCollough and
Shook, 2017). Also, they get
personalised products being
delivered at home. The
buying hours are flexible
which means that the
customers can buy the
products anytime they want.
In order to undertake this
strategy, an organization
should mainly focus on
building and growing
relationships with new as
well as existing customers.
Also, the company should
identify their needs and
develop products that match
the same. For example, a
company can develop strong
relationships with its
customers by offering them
various discounts and offers.
Question 3
In the table below, outline common marketing approaches used in organizations.
R 1. list four approaches
R 2. explain each approach
R 3. provide an example on how an organization can undertake each approach
R 4. word count is approximately 100 words per approach.
Approach Explanation Example
Product Approach In this particular marketing
approach, the primary focus
is placed on the product in
the market. Problems relating
In this approach of
marketing, an
organization should
identify the product that it
wants to market among

to nay product is studied in
detail and covers products of
different nature (Perreault,
2018). This approach of
marketing involves a lot of
time and is also repetitive.
The situation of marketing of
each of the products is
examined from different
point of views like sources of
supply, marketing policies,
middlemen etc.
the customers. Next, its
various aspects are studied
and examined based on
their effectiveness. For
example, if the product is
wheat, the organization
will have to study its
various sources, people
who are involved in the
buying and selling of rice
etc.
Functional Approach The functional approach of
marketing includes the study
of various activities that are
performed during the process
of marketing of products as
well as services (Saura,
Palos-Sánchez and Cerdá
Suárez, 2017). The approach
helps in analysing each
function. The various
functions of marketing
include buying, transporting,
selling, market information
etc. By studying each of the
marketing functions
effectively, an organization
can understanding marketing
in an effective manner.
In order to undertake the
functional approach of
marketing, an
organization should study
its various functions.
These can include selling
of the product, buying it,
its transportation etc. This
helps in understanding the
importance of each
approach but this
approach does not explain
how these functions are
implemented to different
business processes.
Institutional Approach In this particular approach of
marketing, the main focus is
on the different institutions,
To undertake this
approach of marketing, an
organization should focus

which include retailers,
wholesalers, middlemen,
suppliers, exporters etc. All
these are engaged in the
marketing of products during
their movement. This
particular approach is also
known as middlemen
approach.
on the people who are
involved in the movement
of products from the
manufacturer to the final
customers. The company
should also focus on
various processes like
transporting, warehousing,
advertisements etc.
Management Approach The management approach of
marketing focuses on the role
of decision-making process
within the firm (Sumarwan,
2019). This is because it is
mainly associated with how
managers handle certain
situations and problems
within the organization. It
aims to evaluate the current
market practice in order to
achieve marketing objectives
and goals.
If an organization
undertakes this particular
approach of marketing, it
will analyse how
managers address various
situations in order to
achieve the marketing
objectives effectively.
This is because the
approach is majorly
concerned with the
practical aspects of
marketing. It will also
help in identifying the
different controllable as
well as uncontrollable
factors like advertising,
personal selling, social as
well as political forces.
Question 4
Explain processes to ensure marketing strategies, approaches, and marketing mix align to
organizational objectives and are legal, ethical, and achievable.

R 1. explain a process to ensure marketing strategies, approaches, and mix align to
organizational objectives
R 2. explain a process to ensure marketing strategies, approaches, and mix are legal and
ethical
R 3. explain a process to ensure marketing strategies, approaches, and mix are achievable
R 4. word count is approximately 150 words per process.
In order to ensure that the marketing strategies, approaches as well as marketing mix
of an organization are aligned to its objectives, a company should develop SMART
objectives. This means that the objectives should be specific, measurable, attainable, realistic
and time bound. Setting SMART objectives can help the organization in attaining its goals
effectively. The company can make use of a marketing plan which can guide it to conduct its
different business activities in an efficient manner. It can also help in promoting the products
and services so that the needs of the customers are satisfied (Sumarwan, 2019). In order to
ensure that marketing mix is aligned with the organizational objectives, the marketers of the
organization should set the prices of the product by taking into account various factors like
gender, age, education, income levels etc. Implementing a marketing plan can be one of the
processes that will also allow the company to track overall progress.
In order to ensure that that the marketing strategies of the organization meet all the
legal requirements, one of the marketers can consult a lawyer or the legal department of the
firm regarding the same. The marketing plan of the company can be get reviewed and help
identify any mistakes or errors. This will help in reducing any amount of errors and satisfying
the needs of the customers effective. For example, if the company develops a marketing plan
for a product that is going to be offered to the customers to some different geographic
location, it will have to make sure that the different product features meet the different ethical
as well as legal requirements in order to avoid any delays in respect of different countries.
For example, the different products can include food and beverages. They should contain all
the important information relating to ingredients and other aspects as well.
In order to make sure that the strategies, approaches as well as the mix are achievable,
it is very important to set goals that are measurable (Bala and Verma, 2018). This will help
the company in tracking the overall progress of the complete process and if results are being
obtained for the goals that were previously set. If an organization has a marketing plan and it
has set goals regarding how would it spend on advertising through various channels, it should

measure the overall reach of the campaign and set the goals directly linked to the profits.
Also, having goals that are measurable, allows conducting the different business processes
smoothly. This will allow the company to achieve its goals and objectives more effectively
along with an increase in the sales and profitability. Therefore, this is one of the process in
which the company can ensure that marketing strategies, mix and approaches are achievable.
Question 5
In the table below, outline the legislative and regulatory context of an organization relevant to
a marketing plan.
R 1. list five current legislations, two codes, and two standards affecting marketing plans:
 correctly write the name and date of each item
 summarize the key provisions on marketing plans
 attach reference URL
R 2. word count is approximately 50 words per summary.
Legislation/Codes/Standards Summary of Key Provisions
1. Australian Consumer Law
and Marketing
Communications
The primary role of this legislation is to ensure that the
marketing plans that are developed by different
organizations are ethical and protect the consumers. It
also ensures that fair trading takes place within the
company and other businesses. Besides this, it also
promotes healthy competition among the firms and
enhance the overall welfare of consumers.
2. Australian Consumer Law
(ACL)
This legislation was implemented in the year 2010 and is
primarily based on the Competition and Consumer Act
2010, which was previously named as the Trade
Practices Act 1974. This is a national law in Australia in
order to protect the consumers (Australian Consumer
Law, 2020). This includes providing a bill to the
customers, provide them with are fund if the product
does not meet the guarantee.
3. Privacy Act 1988 This is an Australian legislation that deals with privacy
of individuals and it was implemented on 12th March

Legislation/Codes/Standards Summary of Key Provisions
1944. The principles of the act govern how can the
personal information be collected from various business
agencies. There are 13 principles in total and apply to
some private organizations.
4. Australian Securities and
Investments Commission
(ASIC) Act 2001
This is an independent commission that is the national
regulator of Australia. ASIC is an impartial
Commonwealth Government body mounted by using the
Australian Securities and Investments Commission Act
of 2001 (ASIC ACT). ASIC regulates Australian
organizations, financial markets, monetary services
groups and professionals who deal and/or propose on
insurance, superannuation, investments, deposit-taking,
and credit score.
5. Competition and Consumer
Act 2010
The Act is the legislation for competition law in
Australia, and seeks to sell competition, honest trading
in addition to supplying safety for clients (Chernev,
2020). It is run by way of the Australian Competition
and Consumer Commission (ACCC) and also gives
some rights for personal movement. Schedule 2 of the
CCA units out the Australian Consumer Law (ACL).
The Federal Court of Australia has the jurisdiction to
decide non-public and public court cases made in regard
to contraventions of the Act.
6. Association for data-driven
marketing and advertising
(ADMA)
The Association for Data-driven Marketing and
Advertising (ADMA) is the principal enterprise body for
records-driven advertising and marketing (De
Pelsmacker, Van Tilburg and Holthof, 2018). ADMA is
likewise the last authority and pass-to resource for
powerful and innovative data-pushed marketing across
all channels and systems, imparting insight, thoughts and
innovation for modern-day marketing enterprise.
7. Australian The Australian Communications and Media Authority

Legislation/Codes/Standards Summary of Key Provisions
Communications Media
Authority (ACMA)
(ACMA) is an Australian Government statutory
authority within the Communications portfolio. ACMA
was fashioned on 1 July 2005 with the merger of the
Australian Broadcasting Authority and the Australian
Communications Authority (Firmansyah and et. al.,
2020). It is answerable for making sure media and
communications works for all Australians. It does this
through numerous laws, guidelines, requirements and
codes of practice.
8. AANA Code of Ethics
The American Association of Nurse Anesthetists
(AANA) Code of Ethics offers steerage to the Certified
Registered Nurse Anesthetist (CRNA) to make moral
decisions in all exercise roles. The Code of Ethics
consists of principles of behavior and professional
integrity that guide selection making and conduct of the
CRNA.
9. Australian Competition and
Consumer Commission
(ACCC)
The Australian Competition and Consumer Commission
(ACCC) is a regulatory fee of the Australian
Government, underneath the Treasury. It became hooked
up in 1995 with the amalgamation of the Australian
Trade Practices Commission and the Prices Surveillance
Authority to manage the Trade Practices Act 1974,
which turned into renamed the Competition and
Consumer Act 2010 on 1 January 2011.
ASSESSMENT EVENT 2: Emu Fitness Simulation
TASK 1: Devise Marketing strategies
1.1 Evaluate marketing opportunity options
Four marketing opportunities for Emu Strategic Marketing Review
 Increasing brand visibility
 Developing lasting relation with customer

 Improving brand awareness and recognition
 Creates loyalty and trust among both current and prospects customers
Explain how these opportunities are relevant to organisational objectives
Emu Fitness objective is growth over the new financial year in this marketing plan
play important role. Above mention opportunities help company in enhancing their brand
visibility which provide assistance in developing high relation with customers. In addition to
this, improving brand recognition and awareness in market grab attention of several people
within more effective manner and result in increasing sales as well as growth of business.
Furthermore, if an organisation serving their customers in effective manner then they will be
able to create loyalty as well as trust within both present and prospect. Thus, loyal customers
are important part of company because they work as mouth publishers and result in grabbing
several other customers for company. In simple term it can be said that, all these
opportunities are related with organisational objectives and provide assistance in
accomplishing these within effective manner. For an business firm it is important to conduct
marketing because it will provide them several opportunities and grabbing attention of
numerous customers in effective manner.
Level of risk
Along with opportunities there are some risk also involved in marketing of business
firm. It is important for Emu Fitness to take major steps in relation of same so that positive
outcomes will gain. Thus, in relation of this major risk is that some people give negative
comments as well as misinterpret things which may result in negative impact on working of
respective business firm. Apart from this, marketing have several other risk for Emu Fitness
which are mention below :-
 Advertising – A lesser promoting hazard than the past two we recorded, conflicting or
erroneous marking on open showcases set out at significant occasions can at present
be risky. Heaps of eyes and ears are accessible at significant occasions whose interests
could be gotten, and those individuals could be changed over into clients down the
line. It's a promoting group's business to ensure their image is spoken to appropriately
at scenes like these.
 Event branding - False, misdirecting, or off base publicizing cases can land an
organization in a ton of boiling water. At the point when an organization deludes

buyers with the end goal that they depend on their cases to the point of being hurt, that
is a huge good and moral issue.
 Brand perception and value - This classification is likely the one we're all generally
acquainted with. A brand's open discernment can and does definitely influence its
worth. A brand's observation is in danger when an unfriendly occasion, or an
antagonistic arrangement of occasions, happens and isn't suitably overseen.
Returns in terms of expected benefits in qualitative terms
Every organisation has some expectation within qualitative terms and they want to
accomplish for gaining better opportunities. If an organisation serving their customers in
effective manner then they will be able to create loyalty as well as trust within both present
and prospect. Thus, loyal customers are important part of company because they work as
mouth publishers and result in grabbing several other customers for company. In simple term
it can be said that, all these opportunities are related with organisational objectives and
provide assistance in accomplishing these within effective manner. For a business firm it is
important to conduct marketing because it will provide them several opportunities and
grabbing attention of numerous customers in effective manner. Along with opportunities
there are some risk also involved in marketing of business firm. It is important for Emu
Fitness to take major steps in relation of same so that positive outcomes will gain. Thus, in
relation of this major risk is that some people give negative comments as well as misinterpret
things which may result in negative impact on working of respective business firm.
1.2 Develop marketing strategies that address strengths and opportunities
R 1. review the Strategic Review:
 select a marketing opportunity option with the greatest potential from Task 1.1
 explain the rationale for this selection
 identify and discuss two relevant marketing strategies for this opportunity
 explain the relevance of these strategies to organisation’s capabilities
There are numerous opportunities for Emu Fitness out of which one of the best
marketing strategies which gym will gain is increasing brand awareness. In addition to this,
with the assistance of this opportunity company will able to gain attention of several people
in better manner.
For Emu Fitness suitable marketing strategy is Discount-Discount-Discount and
social media attraction. These are both most important marketing strategy which provide

assistance in grabbing attention of several people in better manner. In relation of, Emu
Fitness Discount-Discount-Discount will be effective marketing strategy and help in
grabbing several people in better manner.
1.3 Develop strategies to close gap between capabilities and marketing objectives
R 1. undertake a gap analysis:
 discuss four gap areas between Emu Fitness’s current capability and marketing
objectives
 explain three strategies to address these gap areas
 these strategies must ensure improvement in resources or organizational expertise
Gap analysis can be defined as the process of comparing actual performance with
potential performance. The analysis can be used in many areas of marketing including
sales. In context to the given case study, a privately owned health club chain that operates
within Sydney. The fitness club offers a variety of services including gym for weightlifting
and cardio, martial arts, boxing and classes for yoga, Pilates, full body lift etc. The company
aims to grow its employees for the future, introduce various innovative fitness and lifestyle
products or services etc. Currently, the health club offers various services due to which it has
nearly 15,000 active members. There are some gaps that have been identified between the
current capability of the health club as well as the marketing objectives that it has set to
achieve.
The organization wants to introduce innovative lifestyle and fitness products to new
markets in order to expand its business. Also, the experienced marketing department of the
company has not yet conducted a review of the Consultant’s report. Also, there is a lack of
proper strategies and proper management in the organization. Next, the company wants to
grow its employees for the future, but there is no proper recruitment strategy opted by the
company (Hanlon, 2019). The organization lacks an effective implementation of various
fitness and lifestyle products. There is a lack of expertise among the existing employees of
the company. The company is capable of implementing the latest equipment in order to grow
its business further, but currently lacks the same.
In order to address the gaps stated above, the company should conduct a market
research in order to understand the needs of the customers in an effective manner. Also, the
company should devise a marketing plan that will allow it to implement the different

strategies as well as track their overall progress. Also, since the company wants to grow its
business, it should focus on increasing its brand visibility online on various social media
platforms that will allow it to reach out to a greater number of customers (McCollough and
Shook, 2017). The company can even launch some new products or services that are related
to fitness and would catch the attention of new people. Training should be offered to the
existing staff members so that they acquire new skills and they will e able to conduct a
review of the different strategies.
Emu Fitness should focus on improving its resources as it will allow the company to
enhance its overall services. Additional services should also be offered which will help it in
attracting people. Also, the health center should make sure that it takes into account the
health needs of different customers across different geographic regions as that will assist in
growing its business activities. Therefore, these are some gaps as well as strategies as to how
can they be eliminated in order to grow overall business.
1.4 Develop feasible marketing strategies and justify their selection
Fit-for-purpose with organisation strategic direction
For Emu Fitness it is important to design marketing strategy in proper manner
because it will provide assistance in attracting large number of customers in effective manner.
Thus, for respective organisation best marketing strategy will be Discount-Discount and
discount. Because every individual wants discount and this strategy will result in attracting
large number of people in effective manner.
The organisation experience and resources
By using this marketing strategy company will gain high customers traffic that will
result in positive experience of company as well as generating high revenue. Because every
individual wants discount and this strategy will result in attracting large number of people in
effective manner. In addition to this, resources which respective fitness organisation offerings
are mention below :-
 Gym for weightlifting and cardio
 Martial arts, boxing and kendo
 Classes (Pilates, Yoga, BodyPump, Cycle, BodyAttack, Full Body Lift, and FatBurner).
Market trends

There are several market trends for gym sector and it is important for Emu Fitness to
implement these within there working and attract large number of customers in effective
manner. In relation of Emu Fitness some market trends are mention below :-
 Wearable Fitness technology – As things are growing up more and more in tech age,
technology has is becoming vital part of work which individual do and fitness
technology that implement. In addition to this, wearable fitness technology such as
FitBits which become common device which people utilisation on continues basis for
tracking fitness level and monitor themselves during their workouts.
 Medical exercise - Exercise is presently getting one of the more recommended types
of treatment to patients who are encountering a scope of issues. Physiotherapy is
becoming extraordinarily famous, and individuals are continually being advised to
take part in some type of activity to keep up great wellbeing. This is something that is
fundamental, in any event, for the individuals who aren't confronting any quick
ailments.
Potential customers and their wants
For Gyms potential customers are between 24 to 35 because they are more conscious
about health. Moreover, there wants is related to fitness as well as make customer satisfy.
Rivalry
In Gym sector there are large number of organisations which result in creating high
rivalry for Emu Fitness.
1.5 Develop a marketing performance review strategy
Describe four dimensions against marketing objectives
 Price – Emu Fitness is using economic pricing strategy for there offerings which will
provide them assistance in attracting several customers in more effective manner.
 Product – Respective Gym is mainly offering fitness products such as Gym for
weightlifting and cardio, Martial arts, boxing and kendo as well as many more.
 Place – Emu Fitness located their gym in main market which result in attracting large
number of customers in more effective manner.
 Promotion – Emu Fitness is using Discount-discount-discount marketing strategy for
promotional purpose.

Task 2: Plan Marketing Tactics
2.1 Develop a Tactical Marketing Plan to implement each marketing strategy
R 1. develop and populate a Tactical Marketing Plan using an appropriate software which
must include:
Tactical marketing plan is deciding how company will going to do it part of the plan. In
addition to this, effective tactical marketing plan outlines how company will position their
products as well as services, find prospects and also tactics which company will use for
making sales. Respective marketing plan specifically focus on product promotion, public
relation, lead generation, sales process, training, business objectives, advertising, media,
distribution, channel programs, budgeting and many more. Emu Fitness Gym is mainly
offering fitness products such as Gym for weightlifting and cardio, Martial arts, boxing and
kendo as well as many more. Along with this, Emu Fitness is using Discount-discount-
discount marketing strategy for promotional purpose. With the assistance of this they will be
able to grab attention of people in more effective manner and make them satisfy by fulfilling
there need as well as wants in better manner.
2.2 Ensure tactics are achievable
R 1. explain how these tactics can be achieved in terms of the: By designing overall
marketing plan Emu Fitness Gym will able to accomplish desired goals and objectives
in effective manner as per the requirement. Apart from this, for conducting an marketing
plan it us important to design overall budget in proper manner according to the each and
every activity. So that no extra cost will occur and activities will conduct in better
manner without any difficulties.
R 2. if unachievable:
 Explain alternative tactics and/or tasks - Emu Fitness is using Discount-discount-
discount marketing strategy for promotional purpose. Apart from this, it is
important for them to implement one alternative strategy also so they will be able
to attract large number of customers in more effective manner. Thus, another
tactic is couple discounts and offers on lifetime memberships.
 Modify the Tactical Marketing Plan – Emu Fitness Gym Tactical marketing plan
is couple discounts and offers on lifetime memberships.
 attach a copy of the modified Tactical Marketing Plan to your Student Assessment
Workbook

2.3 Ensure tactics meet legal and ethical requirements
R 1. list legal, regulatory, and ethical requirements related to the tactics:
 include four current legal and regulatory requirements – It is important to follow
all current legal as well as regulatory requirement so that work will conduct in
better manner without any illegal practices. There are mainly four legislation and
regulation which Emu Fitness Gym have to follow such as health and safety act,
ant-discrimination act, data protection and many more. All these will provide
assistance to respective gym in conducting there activities within more effective
manner.
 include four ethical requirements – Ethical requirement is that personal data of
customers should not be share with anyone. Along with this, they have to take
care of health and safety related of person as well as discrimination on the basis of
age, gender and other factors should not to be done.
 explain how tactics will be managed in compliance to these requirements – It is
important to manage tactics in effective manner because these will provide
assistance in gaining appropriate outcomes.
 explanation must include reference to principle legislation/regulation/codes of
practice – It is essential to follow all the legislation so, that activities will conduct
in effective manner as well as positive outcomes will gain.
TASK 3: Prepare and Present marketing plan
3.1 Prepare the marketing plan
Organisation and marketing objective of Emu Fitness Gym is “To increase customer
based 50% more within one year.” For this purpose respective gym is using marketing
strategy which will help them in grabbing attention of several people in more effective
manner. Strategy is discount on lifetime membership, couple discount and many others. In
addition to this, four P’s of marketing are mention below :-
 Price – Emu Fitness is using economic pricing strategy for there offerings which will
provide them assistance in attracting several customers in more effective manner.
 Product – Respective Gym is mainly offering fitness products such as Gym for
weightlifting and cardio, Martial arts, boxing and kendo as well as many more.
 Place – Emu Fitness located their gym in main market which result in attracting large
number of customers in more effective manner.

 Promotion – Emu Fitness is using Discount-discount-discount marketing strategy for
promotional purpose.
3.2 Present marketing plan approval
It is important to take approval of marketing plan from higher authority because
without these approvals it will be not possible to implement plan in working of business firm.
Thus, marketing manager of Emu Fitness Gym will discuss marketing plan with there
manager so they can approve it an further implemented in organisation.
3.3 Adjust and distribute marketing plan
After approval on marketing plan it will going to discuss with everyone that can be
possible in meeting and conferences. Along with this, marketing manager can email it to
every individual with whom it is important to discuss marketing plan.

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