MARK5700 GROUP PROJECT
Marketing Plan for AirtaskerContents
Executive Summary.........................................................................................................................1
Current Market Si
...
MARK5700 GROUP PROJECT
Marketing Plan for AirtaskerContents
Executive Summary.........................................................................................................................1
Current Market Situation.................................................................................................................1
Internal Environment...................................................................................................................1
Product and Technology..........................................................................................................1
Mission Statement...................................................................................................................1
Customers................................................................................................................................1
Business Model........................................................................................................................1
Market Position........................................................................................................................1
External Environment: PESTLE Analysis...................................................................................1
Political and Legal Environment.............................................................................................1
Economic Environment...........................................................................................................1
Sociocultural Environment......................................................................................................1
Technological Environment.....................................................................................................1
SWOT Analysis...........................................................................................................................1
Strengths..................................................................................................................................1
Weaknesses..............................................................................................................................1
Opportunities...........................................................................................................................1
Threats and Competitive Landscape........................................................................................1
Marketing Objectives.......................................................................................................................1
Target Segment................................................................................................................................1
Job Posters...................................................................................................................................1
Demographics..........................................................................................................................1
Workers........................................................................................................................................1
Demographics..........................................................................................................................1
Psychographics........................................................................................................................1
Marketing Strategy..........................................................................................................................1
Product.........................................................................................................................................1
Promotion....................................................................................................................................1
Price.............................................................................................................................................1
Special Offers..........................................................................................................................1Place.............................................................................................................................................1
People..........................................................................................................................................1
Process.........................................................................................................................................1
Physical Evidence........................................................................................................................1
Positioning.......................................................................................................................................1
Distribution Plan..............................................................................................................................1
Budgets and Financial Planning......................................................................................................1
Measures and Controls................................................................................................................1
Bibliography....................................................................................................................................1Executive Summary
Airtasker, an online peer-to-peer services platform, is aiming to grow further from its market
leader position in Australia to become profitable. Simultaneously, the ambition is also to expand
into other similar international markets. During the last seven years, the platform has become the
one-stop shop for those looking to get jobs and chores done quick and cheap thereby enabling
additional income for those able to provide those services.
The primary objective of this marketing plan is increase the annual worth of the total transactions
on the platform to AUD 500 million and make Airtasker a profitable company. Therefore, in
relation to the objectives, this plan focuses on increasing the volume of job posters on the
platform and turning them into recurring customers. To build on an additional revenue stream,
small sized businesses would be targeted in addition to individual customers. The campaigns are
going to be executed through a variety of distribution channels including but not limited to
television ads, online and digital market, and B2B partnerships.
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