Marketing Plan for The Sub Shop: BSBMKG609 Assessment

Assessment: Back to the Business Project
Task One: Devise a marketing plan and plan marketing tactics
Part One: Devise a marketing plan
For part one, you will be required to devise a marketing plan for your business. In your
marketing plan, you must include the following:
 An evaluation of current and future marketing opportunity options that address
organisational objectives and their risks and returns.
 Two different marketing strategies that address the strengths and opportunities within
the organisation’s capabilities and resources
 A gap analysis of the current capability and marketing objectives and two strategies
which will increase resources or organisational expertise
 Two feasible marketing strategies
 A communication plan that justifies the marketing strategies
 A statement on how the strategies will align with organisation’s strategic direction
 A marketing performance review strategy, which must incorporate marketing metrics
to review the organisational performance against marketing objectives
When your marketing plan is completed, show and discuss your plan with your assessor.
Please attach your marketing plan to your assessment workbook as evidence.
Marketing Plan
[INSERT YOUR BUSINESS LOGO]
[Your Name]
[Your Title]
[Business Name]
[Main Business Address]
ABN: [ABN]
ACN: [ACN]
[Business Name]
Issue Date: October/2020
BSBMGT609 Develop a marketing plan
Template Developed by: MRH
Assessment Template for Back to the Business Project
Page 1 of 32

Marketing Plan
Prepared: [Date prepared]
Table of Contents
Contents
i.Organisational overview.........................................................................2
ii.Strategic Direction................................................................................3
iii.Opportunities.......................................................................................3
iv.Recommend the opportunity that best addresses organisational
objectives................................................................................................ 3
v.Communication Plan .............................................................................4
vi.Review the performance of the organisation against marketing
objectives................................................................................................ 4
vii.Metrics to be used in measuring marketing performance.......................4
viii.Implementation..................................................................................7
ix.Organisational overview.....................................................................12
x.Strategic Direction..............................................................................12
xi.Opportunities.....................................................................................12
xii.Recommend the opportunity that best addresses organisational
objectives..............................................................................................13
xiii.Communication Plan ........................................................................13

xiv.Review the performance of the organisation against marketing
objectives..............................................................................................13
xv.Metrics to be used in measuring marketing performance.....................14
xvi.Implementation................................................................................14
Organizational overview The Sub Shop is situated in Ashland offers various
submarine sandwiches for lunch. The firm offers various
kind of subs, cookies and beverages for their customers at
very affordable prices as the shop is extremely famous for
providing cheaper lunches to students, downtown
workers, tourists, etc. the shop has 800 employees
working within the operational premises who are
appropriately able to serve their customers through
effective service quality (Deepak and Jeyakumar, 2019).
The establishment provides the convenience of fast food
with quick response times, affordable food as well as take
away and home meal replacement options. Now the
company have 54 stores in 24 states and four countries in
which the Sub Shop produces a better product than their
competitors for their consumers at moderately low cost.
Strategic Direction
Strategic direction and
organisational objectives
The Sub Shop will target downtown workers through local
businesses, paid advertising and word of mouth publicity
measures. It has been identified that in Ashland the
population of seasonal students are of around 4500 and
thus during that particular point of time the company
wants to reach students through various paid advertising
plans and sponsoring special students events. The firm also
extremely focused towards the weekend shoppers who
come in Ashland from Medford specially for purchasing
certain items which includes clothes, gifts, craft items, etc.
are the most potential customers for The Sub Shop (Zarrabi
and et.al., 2017). As the marketing team of the company
identifies that the people who came for purchasing can
Issue Date: October/2020
BSBMGT609 Develop a marketing plan
Template Developed by: MRH
Assessment Template for Back to the Business Project
Page 3 of 32

become appropriate customers for the shop as they highly
attracted towards cheaper food options.
The major mission of the firm is to capture a market place
by providing the tastiest fast food in Ashland and offers
them real value over other competitive fast food
restaurants. Thus, the most important objectives of the
firm are:
To acquire 10% market share in Ashland region at the end
of this financial year.
To position The Sub Shop as a local company along with
strong tie ups with other communities.
To end the financial year with 15% increase in contribution
margin.
To enhance sales volume by 10% per month by adopting
advertising strategies.
To be perceived as the most cleanest and most responsive
company within the industry.
Current size, capabilities
and resources of the
organisation
The concept of The Sub Shop was born in the kitchen of a
popular Italian restaurant with a goal to provide great
Italian food in a clean urban environment at affordable
prices. After two years they divert their business towards
selling of subs and beverages to go further into their
business operations. The company has started their
business with just two stores and now they share
numerous stores all across four specified countries.
Initially the firm is a local franchisee but now it has
become national franchisee as well. The firm works with
the support and involvement of approximately 800
employees all across their franchisee stores which serves
effectively to their customers according to their
requirements (Cvitanović, 2018). The company is available
at the place which is located at easily approachable
location at Ashland. The premises are extremely decorated
in order to attract customers and provides soothing
ambience to them. The Sub Shop offers large variety of
submarine sandwiches, salads, soups, chips, cookies and
other kind of beverages. As a small scale firm, The Sub
Shop has a large amount of market share as compare to
other small scale or local business organisations. The
company shares $245,500 total number of assets and
$123,590 total number of liabilities due to which the
company is able to create their effective brand image

within the competitive market place.
Gaps between the
objectives and the current
capabilities and resources.
Although The Sub Shop generates the objectives that are
highly beneficial for the firm and help them to attain their
ultimate goal by focusing on them appropriately. But apart
from this, the prepared objectives also consists of certain
gaps on paper work and reality as in order to attain and
acquire the large market share, the firm have to increase
their potential staff members or resources through which
they are able to gain the advantage of fulfilment of this
particular objectives by the end of the financial year. On
the other hand it also helps the firm to go international
from local business firm. The managers of the firm have to
generate certain strategies with regard to keep the things
simple and resourceful for their consumers such as they
have to analyse certain perspectives such as the reason
behind the occurrence of consumers, further plans in
context of attracting potential customers and thus enhance
the profit margins and the ways through which the
customers keep coming within the Sub Shop.
Opportunities
Opportunity 1:
The Sub Shop provides
various types of subs but
lack behind in offering of
vegan food. The firm
needs to diversify
themselves in this front as
well.
Risk Benefits
It enhances the intake of more nutritional
part of food items by consumers specially
for the people who are extremely health
conscious. They are going to get various
options in respect of vegan food items such
as whole grain subs, fruit and nut cookies,
seeds and vegetables sandwiches, etc.
which are full of rich fibre, minerals and
vitamins.
Opportunity 2:
International expansion of
the company through joint
ventures or various other
methods of expansion in
the globalised market
place.
Risks Benefits
The company will able to increase their
brand value in the market space in which
various competitors are available. Thus, the
Sub Shop will able to enhance their status
and reputation in front of their customers.
Recommend the
opportunity that
Global expansion opportunity suits in the best way to the
Sub Shop as through this, the firm will able to acquire or
Issue Date: October/2020
BSBMGT609 Develop a marketing plan
Template Developed by: MRH
Assessment Template for Back to the Business Project
Page 5 of 32

best addresses
organisational
objectives
enhance their market share in Ashland and thus the sales
volume also gets increases.
Marketing mix strategy
that fits within the
capabilities and resources
of the organisation
Product: As per the strategy that has been generated
on the basis of marketing mix are focuses on
employees and customers on primary basis.
The company have to treat their employees
as owners of the firm by make them
participate in each and every decision-
making activity done within the firm. Taking
various promotional measures such as paid
advertisements, mouth publicity, discounted
coupons, various offers, etc. in order to
attract more potential customers along with
sustain their customer base. Combination of
all the activities are appropriately able to
contribute towards healthy marketing mix
and effectively utilise the resources as well
as capabilities of the firm.
Price:
Promotion:
Place:
Strategies align with the
strategic direction of the
organisation, and give
feasibility for selection
Alignments
with
strategic
direction
Feasibility / Justification
The marketing strategy of the Sub Shop is to
reach the largest amount of residents,
tourists as well as students for utilising the
least amount of money. The basic strategy
of the shop is to build customer loyalty,
expansion of the business and develop word
of mouth advertising promotional activities.
Communication
Plan
The company plans to communicate their strategies with
their customers through effective promotional and
advertisement strategies.
Evaluation phase Topics Target
Group
Communicati
on types
Key message
Closure stage Tourists E-mail The food will be
offered by The

Sub Shop which
consists of local
flavours or
authentic tastes
in the cuisines
that has been
provided within
the store.
Planning phase Students University
campaigns
The food items
are available at
cheap and
affordable
prices so that
the students are
easily able to
get all the items
available at
inexpensive
amount.
Implementation stage Downto
wn
workers
Face to face
promotional
actions
The food items
are available
also in add
hours of
working so that
the workers are
easily able to
get affordable
priced food
items at any
point of time
frame during
whole day.
Review the
performance of the
organisation
against marketing
objectives
Competitive analysis
(PEST analysis)
Political: Political: The government put some kind of
restrictions in order to promote or
encourage healthy eating habits among the
citizens of the country. They try to reduce
Issue Date: October/2020
BSBMGT609 Develop a marketing plan
Template Developed by: MRH
Assessment Template for Back to the Business Project
Page 7 of 32

the obesity in the country due to bad eating
habits. Thus, the government enhances the
tax rates through which the companies are
highly responsible to incur tax rates while
serve their customers.
Environmen
tal:
Social: With the inclusion of various reasons
such as stressful lives, change in eating
habits, less time for people to cook, etc.
people are more prone towards eating fast
food as the food serves the purpose to each
and every age group people. Customers like
brands as they recognise them more
hygienic in nature but creates numerous
health issues among the generation as well.
Social: Economic: there are lots of competition
occurs in context of fast food centres within
the market place and gain customers in easy
manner by stealing them from competitors.
Although, recession somehow affects the
conditions as less job opportunities arises
the monetary concerns and then people
have less amount of money to spend over
these activities.
Technologic
al:
Technological: Online ordering and getting
home deliveries makes the whole procedure
very much easy for each and every
customer. The firm is also able to use the
technology while advertising their products.
SOWT analysis Strength: Strengths: The Sub Shop shares great
reputation in the market place because of
their hygienic ambience, the company is
able to attract more customers. Staff
members are highly satisfied with the work
culture of the firm. This will make the whole
business grow well.
Weakness: Weaknesses: the company purchases their
raw material in frozen format from
somewhere else, hence make the whole
business somewhat less profitable.
Opportuniti
es:
Opportunities: They can take an advantage
of their exotic and local taste cuisine
inclusion in front of their competitors. Apart
from this, with effective promotional