Marketing Plan and Analysis for Adventure Hire Ltd.

Running head: MARKETING PLAN AND ANALYSIS
MARKETING PLAN AND ANALYSIS
Name of the Student
Name of the University
Author Note

1MARKETING PLAN AND ANALYSIS
Executive Summary
The report is based on the analysis of an organization named Adventure Hire Ltd. that has its
operations in Australia. The government of Western Australia has planned for the
development of a tourism promotional campaign. The campaign is based on the
implementation of a “Survival Kit” that has been designed by Adventure Hire Ltd. The
survival kit is mainly based on the ways by which resources can be provided to the tourists
who are travelling to the remote areas. The costs related to development of the campaign and
fulfilment of the objectives of the organization has been analysed in the report in detail. The
second and third section of the report has developed a tactical and marketing campaign plan
which has described in detail, the activities for promoting the survival kit. The report has
ended by providing a marketing scorecard which facilitates in evaluating the performance of
each of the activity and take action based on the results.

2MARKETING PLAN AND ANALYSIS
Table of Contents
Section 1.........................................................................................................................4
About the company........................................................................................................4
Summary of the services and products of Adventure Hire............................................4
Outline of the objectives of Adventure Hire..................................................................4
Risks and returns in the selection process......................................................................5
SWOT analysis of Adventure Hire................................................................................5
GAP analysis..................................................................................................................6
Identification of strategies based on pricing, placement and promotions......................6
Description based on marketing mix, people, process and physical evidence...............7
Identification of target market segmentation.................................................................7
Recommendations of the marketing strategies and alignment with strategic direction.7
Measurement of the performance of the organization...................................................8
Section 2.........................................................................................................................8
Tactical Plan...............................................................................................................8
Budget........................................................................................................................9
Legal and Ethical Requirements..............................................................................10
Review and Performance evaluation........................................................................11
Section 3.......................................................................................................................11

3MARKETING PLAN AND ANALYSIS
Marketing plan.........................................................................................................11
Marketing Scorecard................................................................................................12
References....................................................................................................................14