Course Content
Prepare to write marketing plan
This topic involves preparing to write a marketing plan by researching market conditions, consulting with stakeholders, reviewing previous plans and performance, and gathering necessary information for plan development.
Write a marketing plan
In this topic you'll create a marketing plan by establishing marketing objectives aligned with organisational goals, crafting strategies in compliance with legal and ethical standards, setting budgets and timelines, outlining action plans, and creating a performance review strategy to assess organisational performance against marketing objectives.
Finalise marketing plan
In this stage, you'll conclude your marketing plan by presenting it to relevant stakeholders for approval, making necessary adjustments based on their feedback, distributing the finalised plan for implementation within set timeframes, and ensuring it's stored in accordance with organisational policies and procedures.
BSBMKG623 Develop marketing plans
About Lesson

What tools can we use for researching our market?

PESTLE Analysis and SWOT Analysis are essential tools in strategic business planning, aiding in a comprehensive evaluation of a market and its external factors.

PESTLE Analysis encompasses Political, Economic, Social, Technological, Legal, and Environmental factors. It provides insights into the business environment, helping to identify risks and opportunities. For instance, understanding political stability, economic trends, emerging technologies, and regulatory changes can guide strategic decisions. Environmental factors like sustainability concerns are also crucial in today’s landscape.

SWOT Analysis focuses on a business’s internal strengths and weaknesses, along with external opportunities and threats. It aids in crafting effective strategies and comparing competitiveness. Identifying strengths, such as a strong brand or skilled workforce, and weaknesses like poor financials, allows companies to address internal issues. Recognizing external opportunities (e.g., untapped markets) and threats (e.g., intense competition) informs strategic direction.

Stakeholder consultation involves engaging with internal team members or management to gather insights beyond market research. Questions like vision, target customers, and existing marketing efforts help align strategies with organizational goals.

Common marketing opportunity options include strategic alliances (collaborative partnerships), new product development tailored to specific markets, expanding market reach with existing products, acquisitions or takeovers for growth, and franchising for scalability.

Competitor analysis is crucial, as it reveals the competitive landscape. Identifying direct competitors (similar products or services) and indirect competitors (products targeting the same customer needs) aids in devising strategies. Potential competition, driven by market entry possibilities, also influences planning.

A competitive advantage refers to a business’s unique edge over competitors, whether it’s through cost leadership, product differentiation, or niche focus. It sets a company apart in the market, attracting customers and ensuring long-term success.

Competitive forces, which include buyer and supplier bargaining power, the threat of new entrants, and rivalry among existing companies, shape a company’s competitive position in the industry. Understanding these forces helps businesses assess their market positioning and adapt accordingly.