This report provides a comprehensive analysis of marketing management principles, drawing on real-world examples and case studies. It begins with a PESTEL analysis of Australia's economic environment, assessing the impact of political, economic, social, technological, environmental, and legal factors on the introduction of new products and services, specifically within the hotel industry. The report then delves into the use of SWOT analysis, using Woolworths as an example to identify strengths, weaknesses, opportunities, and threats, and how this framework informs marketing plans. The core of the report examines segmentation, targeting, and positioning (STP) strategies, using the restaurant industry and online food ordering trends as a case study. Finally, the report evaluates successful and failed product launches, contrasting Masterfoods Aussie Farmers Butter Chicken Cooking Sauce (success) and Kellogg’s Nutri-Grain Smash (failure), highlighting the importance of thorough internal and external environmental analysis for effective brand management and product introduction.
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