The Marketing Plan - Assessment 2

School/Department/Area
Assessment Record & Cover Sheet
Assessment information
Program Name: Business Skills for the Creative Industries/Startups
Course(s) BUSM3322/3323 BUSM 4598/4599
Semester & Year 2019
DUE DATE 11.59 pm on 28 April 2019
Student to Complete:
Student Name(s)/Number(s):
Title of Assessment Task: The Marketing Plan – Assessment 2
Student Declaration:
I declare that in submitting all work for this assessment I/we have read, understood and agree to the
content and expectations of the Assessment declaration.
Assessor to Complete:
Assessment Result:
Comments/Re-submission Arrangements
(if applicable):
Teacher Name:
DATE:

Resubmission Assessment Result: (if
applicable)
Comments
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DATE:
Submission Instructions
Format
Work is to be saved as a word document or PDF, and uploaded from the assessment tab in your
blackboard course shell by the required date. Work sent by email will not be marked. Work
submitted after the deadline and without an extension or special consideration (details below) will
not be accepted or marked.
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assignments, projects, or essays. You must lodge it no later than one working day before the
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If your performance in the assessment is affected by unexpected circumstances, you should consider
applying for Special Consideration. Information on the process and application forms for
extensions and special consideration can be found at http://rmit.edu.au/browse;ID=ls0ydfokry9rz.
Cover Sheet

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the document. If not using this then you must complete, and submit a cover sheet with your work,
whether individual or group work. Cover sheets for submission of work are available from the
Student forms website.
Student Instructions - Assessment Task 2: The Marketing Plan
Using the business idea identified in the Business Proposal, students are required to research and
prepare a formal business plan using the following template.

Completion of this assessment will require you to:
Prepare a Marketing Plan
1. Research and document research to support your business idea or career
development
2. Research and document macro environmental factors appropriate to your business
idea
3. Research and document micro environmental factors appropriate to your business
idea
4. Develop appropriate S.W.O.T. analysis from these macro and micro environmental
factors
5. Develop a marketing strategy for your business idea including:
o identifying and defining your target markets
o analysing and documenting your target market customer details
6. Develop a marketing pricing strategy (note: this is not a pricing policy)
7. Develop a marketing place/location strategy
8. Develop a product/service strategy
9. Develop a promotional strategy
Students are to submit the marketing plan document electronically via turnitin on canvas on 28th
April 2019

Assessment Task 2: The Marketing Plan
Name: Student No.:
Please provide a brief summary of your Business Idea (1 paragraph)

Marketing Plan – Personal Background
Please provide a brief summary (no more than 2 paragraphs) of your personal background and how
this lead to your business idea or career direction. Information can be taken from your Business
Proposal assessment.
The business idea that I am proposing is Korean chicken and beers. “Chick n beer” brand name will
be our considered name which we are planning to open in Australia. The reason why I target my
business in Australia is because they have a huge population approximately 26 million in 2019. We
are planning to open our first chick n beer store in Melbourne, and after that to Brisbane, and lastly
Perth. It is because these cities are the 5th largest and developing cities in Australia. In addition, we
are planning to get the signature proprietary sauce from Korea, which we will have a special
technique to apply the sauce which no other restaurant uses. Lastly, we are planning to use higher
quality of chicken and double fry our chicken which gives us the crispier outer layer. Besides that,
starter menu such as kimchi pancake, ttek bok ki (rice cake), fish cake soup and corn cheese would
be an option for customer which satisfy customer needs and wants. Atmosphere we are trying to
create is like a chill out restaurant for family and friends to gather around a meal. We offer excellent
service, music and an atmosphere with drinks that include draft beers, soju, traditional Korean rice
liquor, which is like sake and rice wine. Our target audience is for people with age 17 to 35, middle-
class to upper-middle-class millennials. The main thing is millennials enjoy eating at restaurants
that have less of a chain feel.

Marketing Plan - Market Analysis
1. In the table below define the primary and secondary sources of Market Research you
undertook in relation to your business idea. Highlight the information you were
seeking when conducting this research. Delete methods used/sources of information not
used where necessary.
Information required Sources of information/ Methods Used
Understanding customer’s eating
habits
The amount they are willing to pay
The customers interested in eating
food offered by the restaurant
Primary Sources
Eg.
 Personal experience
 Customer contact
 Questionnaires/phone surveys
 Personal interviews/observations
Static on people eating Korean food
Durability in the restaurant
business? Is trend growing towards
the Korean food?
Understanding whether social media
or advertisements will be best
marketing strategy?
Comprehending the market
Secondary Sources
Eg.
 ABS
 Government departments
 Conferences and seminars
 Libraries
 Business magazines
 Newspapers
 Trade journals