BSBMKG609 Develop a Marketing Plan Task 2: Prepare and Present a Marketing Plan

Learn how to prepare and present a marketing plan for BSBMKG609 Develop a Marketing Plan. Gather the plans you created in task one and ensure they meet organisational, marketing and business objectives. Schedule a meeting with your assessor and your businesses key stakeholders to present your marketing plan.

Task Two: Prepare and present a marketing plan
For task two, you will be required to prepare and present your marketing plan.
Gather the plans you created in task one; part one and part two and ensure they meet
organisational, marketing and business objectives as well as marketing approaches and a
strategic marketing mix prior to presenting to your business. Check to ensure the
marketing plan contains a rationale for objectives and information that supports the
choice of your strategies and tactics.
When you have completed the required checks on your plans, schedule a meeting with
your assessor and your businesses key stakeholders to present your marketing plan. In
this meeting, you will need to request feedback from the business’s key stakeholders.
This feedback will be used to create a plan to adjust your marketing plan and implement
within the required timeframe.
When presenting your marketing plan, ensure you use appropriate communication
methods suitable to your audience.
Using the feedback obtained from the meeting, create a plan to adjust your marketing
plan. Your plan must include a copy of the feedback, strategies to meet the feedback
and the required timelines. When complete, show and discuss your plan with your
assessor.
Please attach the meeting agenda, minutes, actions, feedback and adjustment plan to
your assessment workbook as evidence.
Date: 07/09/21
Time: 09:30:00
Please Brings/ Read: Notepad and pen
Teleconference Details: The topic of discussion should be the
objectives of the marketing plan of the
company i.e. The Sub Shop
Skype Id: 2365GFRT48
Attendees: 20 Members
Purpose: To analyse the prepared objectives by
marketing team
Venue: Board room
Meeting Minutes
Date: 12/09/21
Time: 14:00:00
Please Brings/ Read: Pad of paper and pen

Teleconference Details: The topic of discussion should be the marketing metrics
that has been utilised
Skype Id: 2589MKOW14
Attendees: 20 Members
Purpose: To identify the appropriateness in context of marketing the
offered products and services
Venue: Board room
Agenda Item 1:
Time: 14:00 Presenter: Marketing manager
Discussions:
About the modifications
required in equipped
marketing plan as well as
objectives on which it has
been prepared.
Conclusion: There are
certain modifications
required to achieve
organisational set goals
Action Items: Modify
certain percentage with
respect to sales
percentage in order to
make the marketing plan
highly fruitful for the firm
and make strategies in
order to adopt the same
with reduction in costs
incurred.
Responsible Person: Marketing Team
Deadline: Within 1 month
Agenda Item 2:
Time: 10:00 Presenter: Marketing team
Discussions:
About the marketing
tactics
Conclusion: Cost reduction
required while market
goods and services.
Action Items: Responsible Person: Marketing manager
Deadline: Within 30 days

Agenda Item 3:
Time: 11:00 Presenter: Marketing team
Discussions:
About the final details of
the marketing plan in
modified manner
Conclusion: The final
discussion is the approval
of the plan in context of
each and every aspect.
Action Items: Responsible Person: Marketing manager
Deadline: To implement the plan, the time frame is about
this financial year.
Feedback from others No
Feedback from Trainer Very nicely prepared
Criteria Yes No Comments
Did student mention all
the topics correctly?
Yes
Did student show proper
communication skills?
Yes
Trainer Name: Richard Date: 18/09/21
Trainer Signature: Richie Final
Commen
ts:
After certain modifications, the
plan is efficient to adopt in
practical terms.
Adjustment plan
[INSERT YOUR BUSINESS
LOGO]
[Your Name]
[Your Title]
[Business Name]
[Main Business Address]
ABN: [ABN]
ACN: [ACN]

[Business Name]
Marketing Plan
Prepared: [Date prepared]
Table of Contents

Contents
i.Organisational
overview.............................................
ii.Strategic Direction...........................
iii.Opportunities..................................
iv.Recommend the
opportunity that best
addresses
organisational
objectives...........................................
v.Communication Plan
..........................................................
vi.Review the
performance of the
organisation against
marketing objectives...........................
vii.Metrics to be used
in measuring
marketing
performance.......................................
viii.Implementation.............................
ix.Organisational
overview...........................................
x.Strategic Direction..........................
xi.Opportunities................................
xii.Recommend the
opportunity that best
addresses
organisational
objectives.........................................
xiii.Communication
Plan .................................................
xiv.Review the
performance of the
organisation against
marketing objectives
........................................................
xv.Metrics to be used
in measuring

marketing
performance.....................................
xvi.Implementation...........................
Organisational overview The Sub Shop is headquartered in Ashland and deals in
serving numerous kinds of submarine sandwiches for various
people. The Sub Shop offers different subs, beverages as well
as cookies at very reasonable price. The shop is extremely
famed in order to provide cheaper food options to
downtown workers, students, tourists, etc. Different stores of
the establishment offer employment to around 800
employees all across the globe. The staff members are highly
efficient in order to serve their consumers. The Sub Shop
provides convenience of fast with quick response times,
affordable food items along with take away options along
with home meal replacement options. Recently, it has been
evaluated that the Sub Shop have all over 54 stores across 24
states and four countries. It has been analysed with feedback
that the firm produces better product than their competitors
at comparatively low cost.
Strategic Direction
Strategic direction and
organisational objectives
The Sub Shop will make their target audience to the
downtown workers who worked their in local business
firms. In order to take effective marketing strategies apart
from word of mouth and paid advertisements, certain
social media platform advertising actions also will be taken
by the firm in order to make reductions in the overall
advertising costs. The number of seasonal students within
the Ashland are approximately 4500 and thus, the firm
wants to outreach to them in order to make more profits
and serve their best to those students as well. The
students are the ones who utilise more of social media
platform and thus appropriately able to recognise the
business. Apart from them, the tourists also able to reach
out the Sub Shop in easy and quick manner. All the
targeted sections are interested in cheaper food options.
Basically, the major mission of the Shop is to capture huge
amount of market consideration by offering them tastier

food options along with offering them real value over
other competitors. Thus, the objectives that have been
identified are:
• To acquire 20% market share in Ashland region buy
the end of this financial year.
• To position the Company in front of their other
competitive firms by applying certain tie-ups or
joint ventures with other communities.
• To end this financial year with an enhancement of
15% in contributing towards the margin.
• To enhance sales volume by 15% per month with
the help of adoption of good advertising and cost
effective strategies.
Apart from this, the firm also tries their best with the
adoption of CSR activities in order to maintain their
environment and acts as most responsive firm within the
food industry.
Current size, capabilities
and resources of the
organisation
The Sub Shop conception has been born in the kitchen of
popular Italian restaurant with a particular goal to provide
great Italian food in a clean environment which supports
urban area at very affordable prices. After two years they
decided to sell subs and beverages to move forward into
their business activities. Initially the company offers their
services through just two stores, and they have varied
stores all across four countries. Primarily the firm is a local
franchisee, but they have become national franchisee. The
firm works with the support of their various employees
who are highly efficient enough to serve their consumers
in most appropriate manner. The srores are located at very
approachable places within the Ashland. The premises are
highly decorated and provides soothing ambience to their
customers. Offered products that are introduced are subs,
sandwiches, chips, cookies and various beverages. The
company shares huge amount of market share as compare
to small scale firms or local businesses. Total number of
assets shared are $245,500 and the liabilities are
$123,590. This happens only with the inclusion of the
effective brand value of the firm in front of their other
competitors.
Gaps between the
objectives and the current
capabilities and resources.
The best part is the preparation of objectives that are
made for the betterment of the firm. Such objectives help
the firm in order to attain and acquire ultimate goal by
focusing on them appropriately. But, after certain feedback

it has been evaluated that gaps on the paper work and in
reality as well in order to attain huge part of market share.
The Sub Shop also needs to focus on the increase in
number of staff members as with the enhancement of
stores all across the world. Thus, with various options, the
firm can able to choose expansion decisions. Hence, the
managers have to generate strategies that are efficient
enough to deal with cost-effectiveness along with keeping
the things simple and resourceful for clients. The managers
are efficient enough to evaluate the reason behind the
occurrence of customers, future planning to attract
potential people through which they are able to enhance
the profit margin along with the ways through which the
customers keep entering into the Sub Shop.
Opportunities
Opportunity 1:
The Sub Shop can offer
different kinds of subs and
sandwiches but lack
behind in vegan food
items. The establishment
needs to be expanded
their product range within
this direction as well which
are efficient enough to
attract more health
conscious people.
Risk Benefits
Risk
incurred in
terms of
introducing
vegan food
is that the
customers
are not at
all like the
taste of the
products
offered and
thus
reduction in
sales
measured.
It increases the value of the brand as it
illustrates the image in front of their
customers that the company is extremely
focuses towards health conscious actions
and due to which they introduces more
nutritional food options for the people who
are largely health conscious in all terms.
There are various options that can be
considered by the firm are fruit and nut
cookies, multigrain breads for subs and
sandwiches, seeds and vegetable
sandwiches, whole grain subs, and many
more. All such kind of items are rich in
minerals, vitamins and fibre and thus
benefits the health as well.
Opportunity 2:
Global expansion of the
firm with the help of
various expansion
measures such as joint
venture, merger, etc.
Risks Benefits
Company
may not
welcome by
the people
in which
The Sub Shop will able to get considered by
numerous people which automatically helps
them to enhance their brand image within
the market area. This will automatically
enhance the company status as well as

within the international
world under which all
other competitors are also
available.
they try to
expand
their
business.
reputation in complete manner.
Recommend the
opportunity that
best addresses
organisational
objectives
Expansion of the Sub Shop in international context suits in
the best way to the business as with this strategy the firm
will able to capture and increase huge market share within
diversified areas. These actions enable them to increase the
sales volume as well.
Marketing mix strategy
that fits within the
capabilities and resources
of the organisation
Product: The product offered by the Sub Shop are
completely able to satisfy all the
requirements of the customers in every
aspect whether it is in terms of taste, cost-
effectiveness, appearance, hygienic, etc.
Price: The price rate of the products that are
offered by the firm are completely
affordable by each and every sector of
consumers so that the company can able to
get advantage by targeting various
segments of clients.
Promotion: In order to promote the products and
services among the society, the Sub Shop
will utilise cost effective activities i.e.
marketing with the help of social media
platform which promotes cost free
promotional actions and that too highly
efficient enough than any other activity.
Place: The stores are highly approachable by the
customers along with soothing ambience
which promotes mental peace to the
customers so that they are able to provide
pleasurable experiences.
Strategies align with the
strategic direction of the
organisation, and give
feasibility for selection
Alignments
with
strategic
direction
Feasibility / Justification
The strategies are completely efficient
enough to reach huge part of residents,
tourists along with students who utilizes the
least amount of money. The primary
strategy of the firm is to build consumers
loyalty, enhancement of business and
development of product recognition

through cost effective actions through
digital marketing promotional activities.
Communication
Plan
Evaluation phase Topics Target
Group
Communicati
on types
Key message
Closing stage Subs and
sandwiches
Tourists Email
marketing
and social
media
marketing
The subs and
sandwiches that
are offered to
the consumers
are highly rich
in local flavours
as well as
authentic tastes
within the
cuisine.
Planning phase Variety of
subs,
cookies and
beverages
Students University
campaigns
and events
The products
that are
available within
the store are
cheaper and
affordable in
context of
prices so that
the students get
the items at
inexpensive
rates.
Implementation stage Final
outcome
Downto
wn
workers
Face to face
promotional
activities
The food
products are
available even
in odd hours of
working so that
the downtown
workers can
also able to get
food items at
affordable
prices.

Review the
performance of the
organisation
against marketing
objectives
Competitive analysis
(PEST analysis)
Political: The government put restrictions in order to
do promotion and encourage healthy eating
habits among the citizens of the society. The
government is highly concerned about the
issues related to the early stage obesity due
to their bad eating habits. Thus, the
government imposes higher tax rates to
reduce the consumption.
Environmen
tal:
Company adopts various environment
practices through which the firm is able to
attract attention of more and more
customers towards the products and
services offered to them. For this, the firm
uses effective CSR activities which promotes
avoidance of plastic wrapping and utilisation
of more of paper wraps, bags, etc.
Social: With the involvement of stressed life style, it
has been evaluated that the people are
highly in requirement of doing changes in
their eating habits. For that and in order to
reduce stress they try to avoid cooking and
adopts fast food culture which are
appropriately served the purposes for all
age groups.
Technologic
al:
Online order facilities and getting home
deliveries are the most effective process
through which the firm is able to use the
latest technology while advertising their
products such as utilising social media
platforms which is the ultimate non paid
source for any advertisement.
SOWT analysis Strength: Great reputation in the market space as
the firm offers soothing ambience,
hygienic environment in order to attract
more consumers. The employees and
the staff members are also feel satisfied
with the optimistic work culture and
thus make the whole business expand
well.

Weakness: The company purchase the raw
material from other countries in frozen
state, which sometimes not preferred
by the consumers and thus result in
losses.
Opportuniti
es:
The firm can take advantages from their
offered product which are rich in local
taste and exotic cuisine in front of their
competitive firms. Apart from this, the
promotional methods such as digital
platform through which the Sub Shop
will grab more customer base and
increase profit margin.
Threads: Recession in the economy could be able to
put the complete business downwards and
thus loss of sales takes place. This
sometimes also lead towards lead to laying
of valuable staff members and losses in
context of financial findings as well.
Value chain analysis The value chain analysis is a model which includes
primary and secondary activities. Primary actions
includes:
1. Inbound logistics
• Vegetables have been purchased in
wholesale from vegetable vendors.
• Sauces are provided by various suppliers.
• Suppliers are on long term contracts.
• Focused purchasing
2. Operations
• Making of vegetarian and non-vegetarian subs
and sandwiches and heating them into ovens.
• Make appropriate utilisation of resources in
cost-efficient manner.
3. Outbound logistics
• The subs can be customised by the consumers
apart from various other fixed recipes.
• Utilise fresh prepared patties while preparing

the subs.
• Offer other freshly prepared beverages as well
as water bottles.
4. Marketing and sales
• Introduction of more healthy options into menu
card.
• Consumer convenience
• Brand image consistency
5. Services
• Committed towards offering high quality
products and services at presentable value.
• Variety of subs and sandwiches along with
healthy environment.
Secondary activities:
1. Human resource management
• The firm's staff members are the ultimate
persons who represent the organisation in
wholesome manner.
• HR management people of the firm allows the
business to reduce competitive pressures.
2. Firm infrastructure
• The business organisation shares appropriate
infrastructure management which allows them
to optimise the value and strengthen the
position of the firm in front of their competitors.
3. Technology development
• Sub shop uses the software that are highly
automated in working as it enables the firm to
provide effective services, analysing the data,
product designing as well as research.
4. Procurement stage
• The business consider this concept in order to

optimise operational inbound and outbound
value chain.
Metrics to be used
in measuring
marketing
performance
Matrices such as consumers engagement into the business
and brand awareness among the society have been
extremely beneficial for the company as they show the
planned version of the firm activities. It supports effective
decision-making processes and changes according to the
requirements of the firm for their expansion as well as
creation of appropriate public relations in internal and
external the firm.
Implementation
Tactics Activity Date
Start
Date End Budget
Abstract
company
goals
15/09/21 25/09/21 $300
Planning
and
delegation
of work
26/09/21 15/10/21 $500
Target
desired
audience
16/10/21 30/10/21 $400
Budget
making
01/11/21 10/11/21 $600
Media
strategies
11/11/21 30/11/21 $500
Powerful
message
01/12/21 10/12/21 $800
Mobile
applications
11/12/21 25/12/21 $1000
Final result
evaluation
26/12/21 15/01/21 $400
Total $4500
Reason for choosing
practical tactics
Tactics Reasons
Social
media
platform
Reason behind choosing social media
platform is that this is the best form of
unpaid strategy through which the firm will
able to approach large amount of

consumers in most effective manner. This
strategy has been reviewed by the manager
which ensures that usage of appealing
images, This will help people to attract more
and more customers into the firm and
towards their food business which helps to
expand business organisation.
Performance
review
Gap Year Year Year
Basis 2020 2021 2022
Sales 6000 7000 15000
Revenue $15000 $18000 $32000
References Li, Y.M., Lai, C.Y. and Lin, L.F., 2017. A diffusion
planning mechanism for social marketing. Information &
Management, 54(5) pp.638-650.
Singh, S., 2017. Digital marketing in online education
services. International Journal of Online Marketing
(IJOM), 7(3). pp.20-29.
Parker, L., Brennan, L., Wafa, S.N., Thi, T.N.L., Phan-Le,
N.T. and Chin, S., 2021. Ethical and social marketing in
Asia: A multi-country perspective. Ethical Approaches to
Marketing; Strong, CA, Ed.; De Gruyter: Oxford, UK,
pp.59-81.
Papantonakis, G., 2021. Prepare a marketing plan for the
product sFlow.
Fine, S.H., 2017. Product Management in Social
Marketing. In Marketing the Public Sector (pp. 81-95).
Routledge.
Consultation with Assessor
Criteria Yes No Comments
Did student evaluation of
current and future
marketing opportunity
options that address
organisational objectives
and their risks and
returns?
Yes
Did student provide two
different marketing
strategies that address the
strengths and
opportunities within the
organisation’s capabilities
Yes

and resources?
Did student provide a gap
analysis of the current
capability and marketing
objectives and two
strategies which will
increase resources or
organisational expertise?
Yes
Did student provide two
feasible marketing
strategies?
Yes
Did student provide a
communication plan that
justifies the marketing
strategies?
Yes
Did student provide a
statement on how the
strategies will align with
organisation’s strategic
direction?
Yes
Did student provide a
marketing performance
review strategy, which
must incorporate
marketing metrics to
review the organisational
performance against
marketing objectives?
Yes
Trainer Name: John Date: 18/09/21
Trainer Signature: John Final
Commen
ts:
The marketing plan is highly
appropriate along with certain
objectives that enables the
business to meet final goals of
the business.
The End