Write a marketing plan for Australian public pathology service.

MARKETING PLAN FOR MONASH PATHOLOGY (AUSTRALIA)Situation Analysis – approx. 1200 wordsBusiness Definition and ScopeProvide an introduction to your report that includes a brief overview of the business definition and scope including:• Current target markets and positioning• Current product offering• Current Brand Strategy• Current Communication Channel StrategyExternal EnvironmentSummarise the findings from the following analyses:• Macro Environmental Review• Micro Environmental ReviewInternal CapabilitiesAnalyse your organisation’s performance from a marketing and non-marketing perspective.Linking to StrategyAnalyse the organisation’s:• Capabilities that address the critical success factors identified• Opportunities based on current capabilitiesAssumptionsWhat basic assumptions are made for this plan. i.e., if one of these changed you would need a new plan?• They should be external and outside of your control.Marketing Objectives and Higher-Level Marketing strategies – Approx. 1500 wordsMarketing Objectives3 SMART objectives (Specific, Measurable, Achievable, Relevant and Timed).Segmentation Targeting and PositioningSummarise the segmentation of the market you outlined in your first assessment. Discuss why you chose this target market over other targets. Outline the organisation’s positioning using either a Perceptual Map or Positioning Statement.Marketing Mix StrategiesCover the strategic aspect of the marketing mix? What are your strategies for the next 3 years? Justify why they are the right thing to do, using academic concepts and show how they will help you reach your objectives.• Product – Including the extender marketing mix of People, Process and Physical Evidence if needed)• Price• Place (Distribution)• Promotion (Integrated Marketing Communications)Budget and Implementation Plans & Evaluation Approx. 800 wordsBudgetYour budget will be a Sales and Expenses Forecast using indicative figures demonstrating the proportions of expenditure and revenue for a 12-month period.Are your sales and expenditure reflective of your objectives and is your marketing spend commensurate with the level and type of activity you are proposing?Implementation PlanA simple 1-year Gantt chart to show the actual activities related to the strategies that you will carry out in year 1 of the plan.Evaluation and Control ProcessesWhat is to be measured?How is it to be measured?Where will you source your data from?When and how often is it to be measured?

Last Completed Projects