Reference no: EM132389756

MARKETING PLANNING AND STRATEGY

I. Assessment Summary and Purpose

The written assignment is intended to evaluate students' ability to create a strategic marketing plan analyzing the business environment and recommending competitive strategies of a chosen small to medium sized organisation operating in Australia.

Note that this supplementary assignment must be a different report (i.e. a different chosen organisation and report analysis) from the previously submitted assignment.

TOPIC - UBER EATS AUSTRALIA

The task is to propose a Marketing Plan analyzing the business environment and recommending the competitive strategies of your chosen organisation.

This is an individual assignment. No part of a submission should be copied from classmates, group mates, previous submissions or any other sources.

1) Introduction
• State the objectives of the marketing plan
• Include relevant background for the company you are using
• State and justify your market selection

2) Analyse uncontrollable forces
(5 marks) Analyse the current environment that may impact your product in terms of
• Political
• Economic
• Socio-cultural
• Technological
• Support your PEST analysis by applying the following conceptual frameworks:
• Porters' five forces: Porter, Michael E. "The five competitive forces that shape strategy." (2008).
Support with references using Harvard Referencing Style.
Minimum 2 academic references needed.

3) Value Analysis
• How to create value?
• How to communicate value
• How to deliver value?
• Support with Harvard referencing style
• Minimum 2 academic references needed.

4) Segmentation, Positioning and Targeting

• Describe your customer segments based on demographics, geographic, behaviour and psychographic variables (Use data from abs.gov.au)
• How are you planning to segmentation, target and position the product or services in the selected market (i.e., who are the consumers, what approach you are taking to offer your products to them, what are the brand's core values and brand image)
• How does your positioning compare to your main competitors in the market?
• Justify the decisions that you have made.
• Support with references using Harvard Referencing Style.
• Minimum 2 academic references needed.

5) Marketing Mix Decisions
• Describe and justify any product adaptation or modification, in general for the market or segment-specific (core product, features, support services, packaging); How are you going to differentiate your product? Is it on the quality of your ingredients? Or is it about how they are going to be sold? Are you selling your products via retails stores? If so, what would these retail stores look like?
• At what prices are you intending to sell your products? Consider pricing from the consumer perspective as well as pricing given the costs of your operation and the foreign market entry. Are prices constant across all customer segments or will be selling at different levels? Include a comparison to competitor pricing. Identify the potential risks that could impact your pricing strategy
• Explain how your communications strategy is complementing your overall positioning and targeting in the market. Appraise the potential risks in your advertising strategy
• How you will conduct the distribution strategies for your product or services? What are the levels or channels you are going to use?

Attachment:- uber eats assignment .rar