MRKT20056: Strategic Marketing Plan

Added on -2020-02-23

| MRKT20056| 30 pages| 8637 words| 249 views

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Running head: STRATEGIC MARKETING PLANMRKT20056: Strategic Marketing PlanASSESSMENT 2: Situation Analysis ReportName of the Student: THI THANH PHUONG PHAMStudent ID: S0203846
1STRATEGIC MARKETING PLANExecutive summaryThe aim of the report is to provide an overview of the strategic marketing plan of Bronze Snakeshop using internal environmental analysis. It starts with the meaning of the marketing andvarious stages in marketing plan of the shop, with addition to brand identification, productservice and quality. It includes a brief note on the scope of the marketing plan. It provides theinternal and external environmental analysis of the Bronze Snake shop. Along with this, itincludes analysis statement on the impact of consumers and competitors of the shop. Usingpestle and SWOT analysis, it evaluated the performances of bronze snake shop. The reportconcludes by giving the overall viewpoint on the performance of the business. Table of Contents
2STRATEGIC MARKETING PLAN1.Introduction..............................................................................................................................42.Internal environmental analysis...............................................................................................42.1Company, background and history-.......................................................................................42.2 Description of the company...................................................................................................52.3 Mission, statement corporate objectives................................................................................52.5 Product and service portfolio-...............................................................................................62.6 Scope of marketing planning.................................................................................................62.7 Internal resource assessments with strength and weakness...................................................72.8 Overall view of marketing mix strategy-...............................................................................72.8.1 Marketing mix................................................................................................................72.8.2 Marketing strategy-.........................................................................................................82.8.3 Internal environment analysis of marketing strategy......................................................92.8.4 Barriers in strategy marketing of Bronze snake shop.....................................................93.External Environmental analysis-..........................................................................................10Pestle analysis............................................................................................................................104.Customer analysis..................................................................................................................125.Competitor analysis...............................................................................................................135.1 Local direct and indirect-.....................................................................................................135.2 Competitor matrix-..............................................................................................................136.SWOT analysis......................................................................................................................15
3STRATEGIC MARKETING PLAN7.Conclusion.............................................................................................................................16References......................................................................................................................................17Appendix........................................................................................................................................19
4STRATEGIC MARKETING PLAN1.Introduction Strategic marketing plan involves structured planning of the business that includes the purchaseand sale of various commodities using the unique and creative skills. The paper deals with thedescription of the company with its background and history. It evaluates internal analysis ofcompany performance by identifying brand, its quality, product portfolio and the services systemof the business in addition to its scope and mission. The main aim of this report is to discuss about the effective marketing plan for the Bronze SnakeShop, which will help them in effectively operating in the market and staying ahead in thecompetition. This report will involve several marketing models and matrices, which will help todetermine the current situation of the organization. Effective marketing strategies and objectiveswill be provided accordingly. Brand positioning strategy will be initiated along with brandpositioning map. Moreover, the strategies will be discussed along with recommending variousmeasures to monitor the effectiveness of the strategies. It includes detailed analysis of internal strength and weakness by understanding the investmentpattern in human resources, financial resources and operational capabilities. Then, it discussesthe marketing mix and marketing strategy in order to understand the overall structure of thebusiness. It provides a brief note on the barriers in marketing of the Bronze Snake shop. There isalso a brief summary on the external environmental analysis of the Bronze Snake shop usingpestle analysis, customer analysis and competitor analysis along with SWOT analysis. Inconclusion, it evaluates the performances of the business using its types of competitors.2.Internal environmental analysis2.1Company, background and history-The Bronze Snake shop is a smart company, a retail industry created in 2006 at Melbourne cityby David Strangis and Anthony Sacco. Bronze Snake shop focuses on four factors that aredemographic, geographic, physiographic and behavioral aspects. Demographic covers the agegroup from 20 to 35. Geographic includes urban areas and suburban areas while thephysiographic covers fashion fanatic ad lastly the behavioral aspects includes latest trends. Withthe use of strategic marketing plan, they created 468.17 percent growth of the net output.
5STRATEGIC MARKETING PLANBackground of this shop is that with lots of hurdles it started its own business and earns for thegrowth and success. It came up with its ecommerce website. It has an active member onInstagram page in order to create more customers and to connect with latest brands. AfterAustralia, it has expanded its business in New Zealand for more business and output. 2.2 Description of the companyBronze snake company is a retail business oriented specialized in men’s and women’s clothesand accessories. The initial growth phase of this industry as difficult, slowly it tried its best tocreate its position and made $ 8.85 million. It deals in marketing sales and unique strategies forthe growth and achievements.2.3 Mission, statement corporate objectivesMission- With a set goals and plans, creating teamwork, collection of complete informationregarding the company and the product, business can create customers. Therefore, good andaccurate market plans of Bronze Snake shop will help the business to grow more rapidly. Withthe help of structured marketing plan and strategy, it aims of achieving the desired set targets.Statement- Marketing means purchase and sale of products in the unique way to earn maximumsales. Bronze Snake shop deals in men’s and women’s wears; thereby it requires lots of trendsand fashion along with marketing. To maintain a good relation between customer and seller,there must be good communication that leads to encouraging of the customers in the best way.Selling of a product depends on the percentage of influencing capacity of seller (Armstrong etal., 2015). Objectives- Bronze Snake shop creates customers only when the seller of this shop has full-fledged knowledge and information about the product. More advertisement and research of aproduct leads to creation of demand; therefore, the product should be in relation to customerwants and needs as the market depends on Customer satisfaction. 2.4 Brand identity- It includes standard in quality with quality brand packaging, labeling in order to create morecustomers. With creative logos and name of the product creates more demand and sales for the

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