U1.13 — Key Elements of a Marketing Plan
Overview
Dotpoint 13: Key Elements of a Marketing Plan
A marketing plan is a roadmap that explains how a business will attract and keep customers.
It outlines the marketing objectives (what the business wants to achieve) and the marketing strategies (how it plans to achieve them).
What is a Marketing Plan?
A marketing plan is a document outlining a firm's marketing objectives and marketing strategies to be used to achieve these objectives.
What it usually includes
- Where the business currently sits in the market (its position)
- Who the competitors are and what they do
- Who the target customers are
- What goals the business wants to hit
- The strategy and the marketing mix to make it happen
📍 WA Case Study — Alfred’s Kitchen (Guildford)
Alfred’s Kitchen could use a marketing plan to answer questions like:
- What do customers already think of Alfred’s (well-known local burger spot, night-time crowd, “iconic WA” vibe)?
- Who should the business target more (families, tourists, students, locals, late-night customers)?
- What competitors exist nearby (other burger shops, pubs, fast food chains) and what makes Alfred’s different?
- What goals matter most (more weekday customers, higher average spend, more repeat visits)?
Key Elements of a Marketing Plan
The syllabus lists these key elements. The easiest way to learn them is to remember: each one answers a different marketing question.
1) Market position
Market position is a summary of the existing situation the business finds itself in. It shows what the business already has, and what starting point it is working from.
It often includes:
- Length of operation (new business vs established business)
- Customer base (how many customers, how loyal, busiest times)
- Experience of the owners/managers
- Reputation/brand image (what people currently think)
- Positioning (budget, mid-range or premium)
Example: A brand new tutoring business has a very different market position compared to an established tutoring centre with strong results and repeat customers.
2) Competitor analysis
Competitor analysis identifies competitors and compares key factors like price, quality, location, service and promotion.
- Who are the main competitors?
- What do they do well?
- Where are they weak?
- What could your business do differently?
Example: A Perth pilates studio might compare itself to other studios on pricing, timetable, location, instructors and reviews.
3) Target market analysis
Target market analysis identifies the specific customers the business wants to reach.
- Demographics: age, income, family situation
- Location: where customers live or travel from
- Lifestyle: students, FIFO workers, tourists, families
- Buying behaviour: online vs in-store, convenience vs experience
Example: A business near a WA university may target students using student deals and strong social media promotion.
4) Marketing goals
Marketing goals are what the business wants to achieve. Strong goals are clear and measurable, for example:
- Increase sales revenue
- Increase customer numbers
- Improve brand awareness
- Increase market share
Example: “Increase bookings by 15% this term” is a clearer goal than “get more customers”.
5) Marketing strategy
Marketing strategy is the overall approach used to reach the target market and achieve the goals.
- Compete mainly on price
- Compete mainly on quality or experience
- Differentiate with something unique
- Focus on a niche group of customers
Example: A WA barber might compete by offering a premium experience, rather than trying to be the cheapest.
6) Marketing mix (Extended Marketing Mix — 7Ps)
Marketing mix is the set of decisions businesses make using the 7Ps (the extended marketing mix):
7Ps
- Product: what is being sold
- Price: what customers pay
- Place: where/how it is sold
- Promotion: how customers find out
- People: staff/service
- Process: how the service is delivered
- Physical evidence: the look/feel (branding, venue, packaging)
Why Businesses Care About Marketing Plans
A marketing plan is useful because it turns “ideas” into a clear action plan.
- Direction: everyone knows what the business is trying to achieve and how.
- Smarter decisions: choices are based on evidence (competitors + target market), not guessing.
- Better use of money: planning reduces wasted spending and random promotions.
- Measuring results: goals make it easier to track performance (what worked and what didn’t).
Example Marketing Plan Layout (WA)
Example business: “Swan River Kayak Tours” (a WA-based tour operator)
This is what a simple marketing plan layout could look like using the syllabus elements:
Market position (current situation)
- Operating for 2 years with strong weekend demand
- Most customers are tourists + locals on weekends
- Owners have experience in hospitality and tourism
- Strong Google reviews, but low weekday bookings
Competitor analysis
- Main competitors: other Perth tours (boat cruises, bike tours, adventure tours)
- Competitors are strong on online advertising and package deals
- Opportunity: focus on unique experience + safety + local guides
Target market analysis
- Tourists visiting Perth
- Local families and couples looking for weekend activities
- School holiday customers
Marketing goals
- Increase weekday bookings by 20% over the next 3 months
- Increase brand awareness (more website traffic + enquiries)
Marketing strategy
- Position as a “safe, scenic, beginner-friendly WA experience”
- Use partnerships with hotels and local tourism pages
- Offer weekday specials to shift demand
Marketing mix (7Ps)
- Product: beginner tours + sunset tours
- Price: weekday discount + family bundles
- Place: online bookings + tourism partnerships
- Promotion: Instagram reels, Google ads, TripAdvisor
- People: trained guides, great customer service
- Process: easy booking + clear safety briefing
- Physical evidence: branded gear, quality photos, professional website
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Biz Fact: Apple’s marketing plans are product-launch driven, not calendar driven. Campaign timing is aligned to innovation cycles, not financial years.