Operations of global company-enterprise rent a car
In pairs you are required to submit a marketing proposal that will form the basis of the marketing plan for this subject. You are provided with a briefing on the operations of the global company “Enterprise rent-a-car” in the the Marketing kit folder .
Your major assessment task is to create a Marketing Plan for this company’s new Australian business to be set up in Brisbane, Queensland from the material provided.
For this first assessment task, you will provide a written proposal outline that shows your understanding of the material presented and outlines the steps you will take to gather information for the development of the plan. This should include a brief review of available academic and industry material. Note: Wikipedia is neither a recognised academic nor industry source!
Your proposal should include the following:
Introduction: the nature of the product/service and the need for formal marketing planning.
A brief background of the relationship between the organisation and the industry context. Who are the main current and / or likely future competitors? Consider the macro environment, significant influences and issues relating to sustainability.
Description of service and/or product. What is the current or proposed competitive advantage?
Briefly describe the target market – that is the consumer group(s) who will be the potential target(s).
Brief description and justification of how the product or service will deliver customer value to the target market (s).
Recommendations to senior management as to the steps that will be taken to develop a full marketing plan.
List of references.
