Marketing Plan: Repositioning Wesfarmers Subsidiaries (7003MKT)

This report presents a marketing plan focused on repositioning Wesfarmers, a departmental store operating in Australia, with a particular emphasis on its subsidiaries, Kmart and Target. The report begins with an executive summary outlining the objective of analyzing the market and developing a new marketing mix plan to strengthen brand names and differentiate product ranges. It then delves into the selection of target markets, positioning strategies, and the proposed marketing mix, including product, price, promotion, and place strategies. The product section discusses attributes and competitor analysis, while the price strategy focuses on mark-up and competitive pricing. Promotion includes detailed strategies for advertising, media usage, customer service, and sales promotion. The report concludes with an evaluation and control section, including implementation and schedule details, and provides recommendations for the future. This report showcases a comprehensive approach to marketing strategy development within a competitive retail environment.