This project presents a 12-month marketing plan for BizOps Enterprises in Australia, developed by a student in the role of Acting Marketing Manager. The plan addresses the company's 150 stores, seven warehouses, and head office, considering current market trends like declining customer spending, the rise of online sales, and shifts in consumer behavior. The plan includes a comprehensive situation analysis, focusing on goals, culture, strengths, weaknesses, and market share. It further delves into customer and competitor analysis, SWOT analysis, and market segmentation. Alternative marketing strategies are evaluated, leading to the selection of a specific marketing strategy encompassing product, pricing, distribution, and promotion elements. The project also provides short and long-term projections and concludes with a summary of the plan's key aspects.
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