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My Home Australia IMC plan. 1.0 Introduction The endeavour of this report
is to serve as an extension or complementary alternative ...
... to disclose that even in my internship report. ... operating under the name HSBC Australia,
and providing ... estate HSBC Bangladesh recently launched Home Loan Scheme ...
... they once were because there are fewer housewives who do not work outside the home.
This process involves both planning and implementing (executing) the plan. ...
Submitted by esthersweetie on October 17, 2006
Category: Business
Words: 3561 | Pages: 15
Views: 333
Popularity Rank: 30,796
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1.0 Introduction
The endeavour of this report is to serve as an extension or complementary alternative for the original My home Australia marketing plan. It is essentially a integrated marketing communications plan which addresses the objectives of brand awareness and brand preferences for the business "My Home Australia". This report will outline several advertising and promotional strategies designed to achieve these objectives. Lastly a budget and schedule of implementation is presented.
1.1 Company profile
My Home Australia is an e-business dedicated to providing South Africans investors the opportunity to purchase properties in Australia and New Zealand in a time of tremendous real estate growth. It is essentially operating in the investment services industry, specialising in the residential properties market through an internet-based medium.
2.0 Analysis of the Situation
2.1 Target Country Analysis
The country under analysis is South Africa, the geographic market that MHA is entering. South Africa is a middle-income, emerging market and is one of the wealthiest and most economically advanced countries in Africa (World Bank 2006). It is a country with a population of 44 million and a stable economy growing at a rate of 4.6%, the same rate as inflation (Infoplease 2006). Due to the influx of opportunities created by the government's redevelopment and income redistribution efforts, a recent study has found that the majority (58%) of South Africans, even thought still worry about the future, are nonetheless optimistic of the future (Van de Merwe 2005).
2.2 Competitor Analysis
Due to the unique services offering of this business, there are currently no direct competitors. However, there still exist several sources of indirect competition.
One potential source of indirect competition may come from South African investment specialist (including financial advisors,...
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