Case Study - A shop in a Westfield Shopping Centre in Sydney
You are now organized as a team of 3 - 4 (maximum) marketing consultants to help design a Marketing Plan for your choice of product in Sydney. However you will need to firstly understand the brand by performing an Environmental analysis (Macro/Micro/Internal environment Analysis) and set up Objectives & Goals (next 12 months), then designing the Marketing Mix (4P's). It is very important that you are able to foresee or predict potential problems you might have with launching the product. As a team, you are required to pitch your marketing plan to venture capitalists. They are looking for a creative, practical and fun marketing plan!
Objective of the Marketing Plan:
Launching a new marketing plan for a product to secure the fund.
Venture capitalists offer a free 1 year lease of shop (400 SQM) in a Westfield Shopping Centre (worth A$1 million) plus A$300,000 marketing expenses for 50% of equity ownership of your project. They will be your audience to evaluate your presentation of project. You are given a choice for a location of shop and a category of business. Not more than one team in each category of business will be allowed. (First come, first serve)
Locations of Westfield Shopping Centre
1. Bondi Junction
2. Burwood
3. Chatswood
4. Hornsby
5. Hurstville
6. Liverpool
7. Miranda
8. Mount Druitt
9. North Rocks
10. Parramatta
11. Penrith
12. Sydney Central Plaza
13. Warringah Mall
Business Categories
1. Fashion
2. Restaurants
3. Food Courts
4. Toys & Hobbies
5. Bags & Luggage
6. Sports & Fitness
7. Shoes
8. Home ware
9. Music
10. Pets
11. Health & Beauty
12. Electronics & Computers
13. Others ( A product should be specified)
As a marketing team, you choose a best potential product for the shop by researching a market/industry, should develop a marketing plan for the product. You need to pitch your plan to the venture capitalists to secure the offer. We will compete with other marketing teams for the offer. Only one plan will be selected for the fund. Any franchise business is not your option for your project.