MKT600 Marketing Assessment 2 - Proposal Marketing Plan

Donald B is a chocolate product maker and owns two stores in Melbourne. He wants to grow his brand nationally and internationally and compete with larger rivals producing cocoa product, confectionery, crystallised or glazed fruit, drinking chocolate, liquorice, marshmallow, candied nut, candied popcorn, etc.  He has also considered selling through Coles and Woolworths, Aldi options or creating high-end specialty stores.

This part of the assessment is a follow-up to the Marketing Environmental Analysis you provided for Donald’s business in assessment 1. Therefore, you need to revisit assessment 1 and the feedback from your facilitator. Then, devise a marketing strategy report for this assessment to:

1. Create a marketing strategy – The aspects of marketing strategy that you should include are:

        a. Your recommended target market (including market segmentation).

        b. How the new business should be positioned – give an overview of positioning theory (and other relevant theories) and then explain one or more positioning approaches that you think this business should follow. Draw a positioning map to start this task. 

2. Outline the following marketing mix variables:

     a. Ideas for the products and services that could be offered and how they can be offered.

     b. Explain the different levels of product and how you think Donald should apply them.

     c. Pricing – Describe the pricing strategy that you recommend and justify your choice.

     d. Distribution – Outline the distribution strategies you would recommend. For example, where would you locate outlets? Would you own retail outlets or offer franchise options?

     e. Promotion – Outline the promotion strategies you would recommend ( most relevant advertising strategies)

     f. Extended marketing mix – Outline the other 3 marketing mix elements (if found relevant)

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