Objective Archibuilt company’s main objective is to expand more company service and do more larger projects to expand influences of company’s brand. In order to made the company become more important in Australia. Mission Providing service labelled as “Straightforward, jargon-free and seamless approach to building” to clients is the mission of Archibuilt Company, where the company has professional builders offer services of family-oriented house decoration, such as bathroom renovations or full architecturally designed homes. In addition, the company would like to focus on every single program until achieve perfection to make every customer satisfied. In future, Archibuilt Company wants to exploit broader company service. Market Segmentation • Roy Morgan • Budget: target audience (data reference) 7P Product: Archibuilt Company offers designing bathrooms and new rome, preparing construction plans, renovations and house extension. The people the company services Pricing: The price depends on various situation of customers, it is not fixed due to the reason that the diversity of customers’ income. For example, some program’s price is $1000 and some program is $2000 (what target audience do these two pricing target). Normally, this company charges its service by sending email with detailed fixed quote. It can also be charged as hourly according to the guests’ requests. For instance, the price of installing bathtub is $40/hr, whereas (another example). Comparing to other same type company, since the company has relative lower labour cost, the price listed by Archibuilt is cheap. Place: As the company has a small scale, their main method to provide services is via Internet. The keyword for this company can be identified as (need metadata), and arranging these keywords, the Search Engine Ranking Page gives (testing conclusion). Customer can also go to the place where Archibuilt Company is located , the accurate address is 13-15 Davies Ave, Sunshine North VIC 3020. • Rental fee • Customer area • Geographical Convenience Promotion: Archibuilt Company has their own official website and facebook, in addition to this, they also hand out leaflets or business cards. People： Personal Management • Impression • Foramlity Process: Before providing a quote, Archibuilt will organise a site inspection, and deliver some essential documents of customers in order to understand customer needs, such as plans, photos and ideas. It is important that you work effectively in your group and contribute to the required group outcomes. Your teacher will provide you with the guidelines and parameters for operating effectively as a group in this assignment. If for some reason you cannot complete this task in a group setting, you will be required to complete this task individually. Task and Requirements You will be developing the Marketing plan in two stages: Marketing Plan Stage 1 - Situational analysis (Report) Total Value: 30% Due: Week 10 Word count: 1500 (+/-10%) Report content You will analyze company's current market situations. The purpose of the Situation Analysis is to describe and analyse the firm’s current position in the market place including company's business objectives, mission and vision statements, definition of market category, size, potential, structure, trends, PEST analysis, competitors, market segmentation, buyer behaviour and finally internal analysis with SWOT analysis and current marketing mix. Report structure The report structure must adhere to the business report writing standards. Refer to RMIT Study and Learning Centre online tutorial available at (to assist you in structuring the report): http://emedia.rmit.edu.au/learninglab/content/reports-0 Report submission The report must be submitted electronically through the myRMIT Studies Course Site by the due date. This course uses Turnitin software for all electronically submitted assignments. The software will review your submitted work and provide an originality report for you and your teacher. You should be able to submit any number of times but will need to be mindful that after the first submission you will get an instant report but for any further attempt the system can be slow and take 2 to 3 days to generate a report, so you are advised not to leave it until the last moment. ONLY a group leader has to submit electronically the group report to myRMIT Learning Hub’s system by using Turnitin, by the due date. If the group leader is unable or incapable to submit the report, he/she can delegate the task to another group member, but must notify the class teacher about the change.