Paper , Order, or Assignment Requirements

BRAND
Assume the role of marketing manager for the product/brand and your job is to construct a basic marketing plan to grow the brand.
Merlo is a well-established Brisbane-based coffee brand, with retail outlets and licensed arrangements at over 200 locations in four Australian states. However, the retail and wholesale coffee market is very competitive in Australia. So what’s next for Merlo for their continued growth?

BASIC MARKETING PLAN – OUTLINE AND EXPLANATION
I. SITUATION ANALYSIS [approx. 250 words]
This section provides general information about the marketing environment including the company, its goals and resources. A SWOT analysis and CDSTEP profile might be appropriate here. Given the tight word limit, I suggest you only highlight the relevant macro-environmental forces that are most salient to your chosen brand. Direction can be found in chapter 4 of the text, and your tutorial.
II. MARKETING GOAL [approx. 15 words]
From the Ansoff matrix on page 272 of your text, list 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 [approx. 450 words]
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.
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 [approx. 800 words]
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 8-10 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.
Promotion – Using the “Objective-and-Task” method, describe how you would spend AUD $50,000 to help reach your marketing goal. Describe the IMC tool(s) you will use, how the money will be spent, and what you expect to achieve. Promotion decisions should be realistic and suggestions can be found in chapter 13 of the text.