This assignment has been designed in order to:
– assist you to develop your learning about marketing concepts covered in this unit and
– allow you to demonstrate your level of understanding of those principles;
– analyse the link between marketing practice and marketing theory;
– help you to apply appropriate business report writing skills;
– guide you to use the appropriate citation of references and a reference list in your written work
Topic
Your client Donald Trump is looking to start up a new business in Australia (if or when things in the US don’t work out for him).
Donald has a few ideas that he would like you to choose from and investigate. He has chosen for you to investigate a wellness day spa.
As Donald Trump’s marketing consultant group you will prepare a Marketing Report where you will address the following:

1. Research and Discuss the buyer behavior associated with your chosen business

2. Analyse the Macroenvironment. What are the society-wide influences on your product/service? Are there demographic, economic, natural, technological, political, or cultural trends that have, or
will, affect the purchase/consumption of your chosen business?

3. Analyse the Microenvironment. Who are relevant publics? Who are suppliers?
Identify who the competitors would be – Briefly summarise the likely competitors, what
they offer and who they seem to target.
Hint: The three topics above need you to do some market analysis, using secondary sources.
Take the time to find good sources.

4. Suggest a possible marketing strategy for the chosen business– The aspects of marketing strategy that you should cover include:
– Your recommended target market. Don’t forget to describe how you segmented the market and why you selected the target market
– How the new business should be positioned – give an overview of positioning theory briefly and then explain one or more specific positioning approaches that you think the business should follow.

5. Outline the following four elements of the Marketing mix
– Ideas for the products and services that could be offered and how they can be offered. Explain the different levels of product and how you think Donald should apply them in the new business
– Pricing – Describe the pricing strategy that you recommend and justify your
choice.
– Distribution – Briefly outline the distribution strategies you would recommend.
For example, Where would you locate the business & why?
– Promotion – Provide a communication strategy for the business using appropriate and relevant promotional tools
Word Count: approx 3000 words