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Develop a comprehensive marketing plan for an organisation that you are familiar with covering current marketing situation opportunity and issue analysis objectives marketing strategy action programs projected profit and loss statement controls A marketing plan is presented with the goal of stimulating demand for the brand Australasian Share Fund Manager ASFM by positioning the brand as a quality offering to licensed investment advisers within Australia and New Zealand Research indicates that most small to medium advisers are acutely aware of the opportunities presented by the Internet for providing customer service but lack the knowledge or motivation to develop systems to deliver their services over the Internet ASFM is an Internet based business engaged in the provision of client portfolio management services for financial and investment advisers Current Marketing Situation Individual participation in the share market has increased dramatically in recent years from nine percent of the adult population in 1991 to almost half in 1999 English 2000 This is due largely to an increasingly sophisticated and aging population who are enjoying the benefits of compulsory superannuation savings To meet this demand there has been a proliferation of fiercely competitive Internet based trading systems that have redefined the way securities are traded However it has become apparent that investors demand the flexibility of being able to manage their financial affairs and the security of professional independent advice from financial advisory and wealth management specialists Australasian Share Fund Manager ASFM satisfies both those needs Business Description Australasian Share Fund Manager ASFM is an Internet based investment portfolio management service that aims to provide analytical tools that aid the investment decisions
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