Gold Coast Training College Executive Summary

Assessment

AMB335 e-­‐Marketing Strategies

Gold Coast Training College

Marketing Plan Jessica McMahon

N8297479 Tutor: Kate letheren

W o r d C o u n t : 2 1 4 7

2

1.0 Executive Summary This plan examines the Gold Coast Training College website in accordance with its internal and external environments. Some of the key strengths and weaknesses found were:
Strengths:
 Proposed Search Engine Optimization
 Design
Weaknesses:
 Lack of business to business online marketing.
 No electronic customer relationship management present.
This plan focuses on the next 12 months with goals to build awareness of GCTC and in turn
generate
...................................................................................................................... 15 4.2 Positioning statement .................................................................................................. 15 Table 11: GCTC and competitors price comparison example ........................................ 15 Figure 1: Perceptual map of GCTC and direct competitors ........................................... 16 4.3 Marketing Mix Strategy and Other Tactics ................................................................ 17 Table 12: Marketing Mix Strategies ................................................................................ 17 5.0 Strategy Implementation ................................................................................................. 19 Table 13: Monitoring and evaluation .............................................................................. 19 5.1 Budget ............................................................................................................................
It is a brand new business in vocational and technical training. Interestingly in Australia, out of all education and training courses, vocational and technical training have attained 9.9% of market share with revenues exceeding $9.8 Billion (IBISWorld, 2013) and 9 843 people on GC are a part of this percentage (ABS, 2011). GCTC is a nationally recognized training college and these recognized courses equate to 10.9% of vocational and technical training products and services in 2012-13 (IBISWorld, 2013). This is a competitive advantage for GCTC as there are less direct competitors.
The GCTC as a new business are still in the draft stages of planning their website, therefore this analysis is based on the existing website draft, hence it is addressed as an existing website throughout this marketing plan with supplementary competitor comparison where relevant.
Access to important company information through personal interviews with the CEO has been available due to the researcher being a relative of the