A Marketing Plan provides a vision and strategy proposal to position a business or product or service in the marketplace. The right marketing plan identifies who the target customers are, how to reach them, what strategies to use, and how to retain your customers over time. This assessment involves the preparation of a marketing plan based on the marketing activities of a selected company. 1. This is a group project (3 to 4 members per group) and the marketing plan effectively needs to be developed throughout the semester. For the project, your group can choose any one of the local businesses (or a product or service of that business) from the following and identify a marketing challenge and/or opportunity of interest for the company / product / service. Victoria University A SME of your choice Actual Project a. If you are choosing Victoria University, you are expected to choose a particular product/service of VU. For example as you could develop a focused marketing plan for a specific I. VU course/degree programs (e.g, Master of Marketing, Bachelor of Forensic Science); II. VU services III. VU research centres (https://www.vu.edu.au/research/research-focus-areas-expertise/institutesresearch-centres) IV. Etc. b. If you are choosing a SME (small to medium enterprise), you are expected to develop a marketing plan for a small to medium company/enterprise. Examples of such type of companies could be small businesses, restaurants, trade service providers, support services for other companies, home based businesses, coffee shops, travel agencies, retail shops, small boutique companies selling various types of products and services etc. You would be required to contact and source the company and initiate discussion about your willingness to do a marketing plan for a product/service or the company itself. They need to approve your efforts as you will need to source market, customer, product, financial etc. information from that company