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

You will be provided with feedback on your proposal, together with suggestions regarding useful resources.