INTRODUCTIONAdvanced Driving Techniques (ADT) was created to teach defensive driving methods, providing drivers with the skills necessary to escape dangerous situations that occur on the road. Research was undertaken to recognize macro-environmental trends relevant to determining the company's target market. These include: population growth and aging of the Australian population, more students pursuing higher education, which also leads to a greater percentage of young people living with their parents for longer, young people and young families increasingly living in urban areas, young people migrating from Asian countries, particularly China and India, consumers being more aware of environmental issues and the road toll in Australia being above the target rate , with state and federal legislation dedicated to its improvement. ADT analyzed market segmentation variables to determine its target market, set its marketing objectives and create a marketing mix using the 7Ps; product, price, location, promotion, people, process and physical evidence. TARGET MARKET ADT's target market is young drivers who have recently obtained their Australian driver's license, as well as those interested in the safety of these young drivers. The four market segments; geographic, demographic, psychographic and behavioral characteristics are used to define the target market characteristics. Density, the geographic segmentation variable, is used to segment the market into groups based on population distribution. Because ADT provides a pure service, inseparable from itself as a supplier, it is necessary that the company can easily access the areas it serves. They base the training courses on which...... middle of paper ...... their staff will affirm the company's philosophy when promoting or distributing its service and the excitement of environment of circuits and certification to obtain discounts on car insurance will create physical evidence. ADT's marketing objectives are: to increase business through their intermediaries, establish a relationship with state traffic authorities to enable promotion and hire additional staff in their sales, administration and distribution within 18 months. The marketing plan was created to analyze the different parts of the marketing mix and implement strategies to successfully achieve marketing objectives. This plan will facilitate ADT's success over the next 18 months, but will enable the company to maintain its long-term success; it must ensure that strategies are re-evaluated throughout the product life cycle.