Assignment -
Assume that the new product chosen is viable for market entry into Australia. The decision has now been made by senior management to launch this new product into Australia sometime in 2016/2017. Your task in Assessment is to prepare marketing objectives, marketing strategy and action programs for the first six months from product launch.
You will need to address the following criteria:
1. Propose and justify three (3) marketing objectives you think are achievable within the first six months of product launch (e.g. sales targets, product awareness, customer retention and satisfaction, brand management);
2. Justify preferred market segments, targeted customers, and intended positioning;
3. Propose and justify marketing strategy for each of the 4Ps (i.e. product, price, place, and promotion); and
4. Propose action programs for the first six months of product launch to achieve stated marketing objectives.