Develop a buyer persona applying two (2) variables for each of the following segmentation elements: demographics, geographics, psychographics and behavioural elements.

You are a marketing assistant for a marketing agency located in Surry Hills –
Sydney. You have been asked to develop a Marketing Plan for [Do not select
your own brand – Use the same brand/company from Assessment 2].
Use the findings from Assessment 2 to complete this assignment.
In this assessment, you are required to include:
• A brief business background, including its location, the industry and market it
operates in and a brief description of its products and services.
• A situation analysis that includes:
i. A PESTLE analysis of the macro-environment to identify and explain at
least five (5) external factors that may directly impact the business
and/or broadly impact the industry your client is in. Identify any trends
that may influence both marketers’ and customers’ future decisions.
ii. An analysis of the micro-environment including competitors, suppliers,
staff, intermediaries, and customers and explain at least five (5)
internal factors that may directly impact the future of the business.
iii. An analysis of at least two (2) competitor product/services, whether
they are direct or indirect competitors and what makes them
competitors to the product/service under review.
iv. A SWOT analysis (derived from the macro and micro findings above)
including at least: three (3) internal strengths, three (3) internal
weaknesses, three (3) opportunities and three (3) threats.
v. Develop a buyer persona applying two (2) variables for each of the
following segmentation elements: demographics, geographics,
psychographics and behavioural elements.
vi. Creation of a positioning map using the two main competitors identified
above.
• Analysis of the current Marketing Mix variables that include applications of:
i. Product strategy:
Identification/suggestion of the three levels of product
Identification/suggestion of the product portfolio (width, depth
and lines)
ii. Pricing strategies
Application/suggestion of at least 02 (two) relevant pricing
strategies that may be used and associated
terminologies/concepts.
iii. Placement
Identification/suggestion of at least 01 (one)
marketing/distribution channel strategy used and apply
associated terminologies/concepts.