BSB126 - Marketing Plan - The World’s Biggest Garage Sale - Marketing Assignment Help

Assignment Task

Assume the role of marketing manager/consultant for the below product/brand/business. Your job is to construct a basic marketing plan for growth. When considering your growth strategy, please refer to the Ansoff Matrix, choose either Market Penetration, Product Development or Market Development.

The World’s Biggest Garage Sale
The ‘World’s Biggest Garage Sale’ is tackling the issue of waste through ‘landfill diversion’ by activating dormant goods with our ‘circular economy’ and ‘resource recovery practices’. They aim to promote sustainability and responsible consumerism and provide employment opportunities for vulnerable members of our community.
They receive some of their products directly from the community, however, much is sourced from retail businesses, that would otherwise dump unsold, obsolete or slightly damaged products. They also receive items like filing cabinets, office chairs and desks, from organisations who are re-furbishing their offices.
Selling more ‘up-cycled’, ‘re-cycled’ and ‘re-furbished’ products reduces landfill waste. However, this has become more challenging in the face of low priced, mass produced products and disposable fast fashion.
As the newly appointing Marketing Manager, please provide a plan to stimulate demand for these products.

BASIC MARKETING PLAN – OUTLINE AND EXPLANATION

I. SITUATION ANALYSIS
This section provides general information about the marketing environment including the company, its goals and resources. SWOT and CDSTEP (you may also use PESTLE) analyses are appropriate for this section. Given the tight word limit, I suggest you put the SWOT and CDSTEP in the appendices and refer to the most relevant factors in this section. Direction and advice will be provided in your tutorial.

II. MARKETING GOAL
From the Ansoff Matrix in Chapter 9, state your chosen method of growing your product/brand [penetration, market development or product development]. Then describe your realistic marketing goal. Marketing goals should have two things – a focus (either monetary or non?monetary) and benchmarks (by how much and by when). Monetary goals can be net income, margins, return on investment, retail sales (and others) while non?monetary goals can be sales volume, market share (and others).

III. MARKETING STRATEGY
At a basic level, marketing strategy is identifying the target market, and defining the value proposition. You can find additional resources and frameworks in Chapter 6 of the text – Segmenting, Targeting and Positioning.
Target Customers
Describe two or three market segments, and then identify one segment you will target. Develop a profile of your target segment.
Value Proposition
The value proposition is addressing the question “why will your target customers want to buy this product?”
You should also construct a positioning statement that brings together the target customers and value proposition into one statement. You may want to include a positioning map in your analysis.

IV. MARKETING TACTICS
These are the marketing mix elements that you should tailor to suit your target customers, your company resources and your competition.
Product – You can suggest product development or branding changes. Describe the current brand identity. You should consult Chapters 8, 9 and 10 of your text.
Price ? Briefly discuss the 5Cs; decide on whether you will use cost, competitor or value based pricing and justify your decision. Are there any other pricing models that might be suitable? Will you offer any incentives? Chapter 11 of the text and your tutorial should help.
Distribution ? Distribution captures the channel through which the product is delivered to customers. Briefly describe the current marketing channels (supply chain) for your chosen product, describe its distribution intensity and offer an alternate/complementary method of distribution. Justify your recommendation. Chapter 12 of the text will be helpful.

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