Vibration Serviceability of Footbridges

Running Head: Marketing Opportunities
Marketing Opportunities
Name of the Student
Name of the University
Author’s Note

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Assignment 1
Identify and outline five examples of legislation and regulations that apply to the marketing
industry in Australia.
The Australian Consumer Law (ACL) is the national fair trading and consumer protection
law that promotes competition and fair trade in the business that benefits the consumers,
community and the market (Lunny, Nelson & Steinemann, 2017). The five examples of
legislation and regulations that apply to the marketing industry in Australia are:
i. Every state of Australia has the fair trade regulatory and can administer
the Australian Consumer Law. The act sets the responsibilities and
consumer right which includes return, contracts, warranties, advertising,
funding and marketing.
ii. The code of practice is the voluntary guideline that develops the industry
or the organization in the way they want to behave within the premises.
iii. It is a crucial part for the industry to legally protect the idea, design,
product and the business identity. The important part is to find about the
Intellectual property such patents or as trademarks (Bant, 2015).
iv. The requirement of the environment is important as the local water,
electricity and drainage facility. The restriction was these resources would
be a challenge for the industry to commute.
v. The use of Privacy Act 1988 is important for the industry to follow and
restore the information, use and the data collected. Do not call register is

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significant to check before making the marking activity (Van & Tarr,
2014).
Identify two relevant Codes of Practice for the marketing industry and outline the purpose
of the Code and its key components.
Marketing codes of practice can be defined as the set of standards that are set for
marketing and advertising to consult with the marketers which can minimize the risk associated
with it.
There are no specified law related to the code of conduct but safety of the organisation
and the employees and secondly catering to the health of the employees should be the main
criteria of the organisation (Van et al., 2014).
The purpose for code of practice which provides a voluntary guideline has an intention to
develop an industry or a business that species how an organization should behave as a group.
The information should link to the code that the industry is performing. Consulting an industry
specified fact sheet is recommended or a peak industry or membership association that is related
to the same industry (Kralevska et al., 2017).
The components of marketing code of practice are Mobile marketing, e-marketing,
telemarketing and marketing claims.
Explain each of following terms in relation to marketing opportunities: market
penetration, market development, product development and diversification.

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Marketing penetration in terms of marketing opportunities can be defined as how much
a product or a particular service is used by the potential customer as compared to total estimated
market for the specified product or service. It can also be used in developing strategies that is
employed to raise the market share in a particular product or service.
Market development is the growth strategy that identifies and develop in the new market
segment for the recent products. The marketing opportunity that will cater in case of
development will build up the strategy to target the non-buying customer in the market (Valeri &
Danielis, 2015).
Product development will assist the development in diversifying the target audience in
ranges and expand the new market segmentation. When a new product is launch in the market
the strategies will help to connect to the market and before they are dispatched to the consumer it
will help to create an excitement and build an interest in the market.
Diversification of the product are used in case to expand the business and introduce new
product in the product line. The marketing strategy will help the business to operate in the
functioning area of product, services, production criteria and manufacturing. When the new
venture is interconnected to the marketing opportunity it is called concentric diversification.
Explain each of the phases of the product life cycle.

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The product line cycle of the product can be explained as the process from the time the
product is first introduced in the market till the time it decline and gets removed from the market.
The four stages of Product life cycle are: introduction, growth, maturity and decline.
The introduction phase of the product deals with the introduction of its item in the
market and at this stage the product is often at high stake and the company makes it a point that
they spend more on promotion so that customers are aware of the product (Bilir, 2014).
Growth stage can be defined as the product gains an attention in the market and the
customers are making an effort to purchase them. The product gains an attention and as a result
the revenue starts to increase.
The maturity phase of the product has gained all its popularity and the sales are affected
as there are more of rival competitors around the market. The sales start to drop and the prices at
this stage tends to be competitive and the demand of the product is recorded to be lower. The
companies tend to set up new pricing technique or alter the product to reach different market
segment.
The last stage that is the decline stage is generally attempted to keep the product alive in
the maturity stage until the product decline and is inevitable from the market. The product sales
fall significantly and the customer behavior are changed which alternatively lower the demand
completely from the market (Hellweg & Canals, 2014).
The life cycle of the product is very evident in case of all kinds of product that are
introduced in the market.

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Explain the purpose
of the marketing mix and
each of its components.
Marketing mix comprises of the 4 P’s of marketing that are Product, Place, Price and
Promotion of a particular product which is known as Product Mix. Attached to the 4 P’s of
marketing mix there are three more P’ attached they are: Packaging, People and Physical
evidence. It is a crucial tool that the product offers to the customers. The purpose of marketing
mix is to control the marketing plan of the business. The seven components attached to the
functioning of the marketing mix are all interconnected to each other (Gordon et al., 2013). The
function is a step by step process starting from the introduction of the product idea to its reaching
to the target audience. The main 4 P’s of marketing mix are discussed below:
Price is the value of the product that is set for teach unit. The cost is depended on the cost
of production, segment target, demand-supply and direct and indirect factors.
Product is the item that is sold in the market.
Place can be referred to the point of sale. The main aim of the market is to plan its
location of sale and distribute its product according to the place and time.

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Explain why the marketing mix is important in bringing a product or services to the
market.
Outline four key steps in the marketing process.
The tools of marketing mix is important for the right marketing strategy as it implement
the effective tactics to function in the market for a long period. The components of the marketing
mix is significant in the business as it plays a vital role in general marketing approach. The
creation of marketing plan facilitates the decision to have an impact in the positioning of the
product, in allotting its target audience and segmenting decision. The decisions taken in the early
stage has an impact on the promotion and price (Davari & Strutton, 2014).
The four steps in a successful market are:
Discovery of the market place and collecting information about the target audience, rival
competitors catering in the same market, researching about customers and planning the metrics
and reality.
Secondly the information that is gathered in the first step is used to make decision in the
marketing plan. This planning will allow the business to create a roadmap towards success. Well
defined strategies and goals, channeling appropriate marketing tool and planning the time of
distribution should be planned before- hand.
In the implementation stage the marketing process decides upon the potential target and
cost-effective marketing approach. Before the decision are take the marketer needs to be sure
that the pieces of the planning are well placed. The thinking process of the entrepreneur is
important before the third party gets its job done.

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Lastly, in the stage of measurement of the marketing process is where the marketer takes
a close look at the results of the product and its performance in the market. It makes the
entrepreneur experience about the measurement and allocation of the resources for the next set of
production in the coming days.
Describe four statistical methods and/or forecasting techniques that can be used to evaluate
marketing opportunities.
Marketing forecasting can be explained as the method that allows the company to
improve their product and overall business functioning. When the organisation uses the
technique for forecasting they are not only improving their product and service but also gaining
insight that allows the company to improve they procedure of functioning. The four methods are:
Buyer survey allows the owners of the business to understand the procedure for buying
intention of the customers. The marketers plan the product requirement according to the need
and preference of the customers (Ratten et al., 2016).
Business Intelligence Tools helps the marketers to understand the customer preferences
better. The companies uses the tool to capture important information affecting to the customer
wants.
Sales data is an excellent forecasting technique to use previous sales data to predict the
future sales of the companies. The analysis depends from economic evaluation till demand
analysis and time series method.
Describe a method that can be used for forecasting market growth rate.

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The method that can be adopted to forecast the market growth rate is the implementation of sales
data because it gives the approximate analysis of the future forecasting that determines the future
demand for the product by its potential and targeted customers. It provides valuable information
that requires changes and improvement for the company (Ma, Fildes & Huang, 2016).
Define the term return on investment and explain how it is calculated.
The return on investment can be termed as the measurement for loss and gains that is
generated on an investment relative to the sum of money that is invested. It is usually expressed
as a percentage format and is typically used for special financial decision, compare the efficiency
of different amount investment and compare the profit margin of different companies (Millar &
Hall, 2013).
The return on investment is calculated by:
The benefit or return of an investment is divided by the amount on investment. The result
is either calculated on a percentage or a ratio format. The “current value of investment” is
referred to proceed from the sales of the investment of interest.

9MARKETING OPPORTUNITIES
Assignment 2
The company chosen – NIKE
Review Report
Business Objective
The business objective of the chosen company for this report is NIKE. The aim and focus
of the brand is to manufacture the sports product that has a unleash potential. For three
consecutive year NIKE is ranked as the most admired company in America in the apparel
industry. It was second behind Apple after its innovation in the overall ranking of more
than three hundred companies (Paharia, Vohs & Deshpandé, 2013).
This year it is the objective of the brand to bring sports to a Somalian girl who are
growing as a refugee in Kenya. The second aim of the business is to diversify its product range
in the business and create a wider opportunity for the sport lovers. The company has embodied
its corporate social responsibility goal as one of the important strategy that they are inculcating
to achieve.
Target customer

10MARKETING OPPORTUNITIES
The target customer of the sport brand is starting from the kids section to the enthusiastic
youth who are lover of sports till the mid aged group and ending with the old section of the
society. The people who are not into sports also purchase the brand for its comfort level and
considers the brand that is ease to carry. The primary target of NIKE is the age group between15-
40 (Mahdi et al., 2015).
Current market strategy
The current market strategy of NIKE is to place its focus on the direct selling, internet
marketing, to build up public relation, to focus on the word of mouth advertising. It uses the
campaign to capture the market potential for various segments. The pricing strategy involves
high prices based on premium branding strategy that establish the product in quality and its value
than the competing products (Chung, Derdenger & Srinivasan, 2013).
Current market trend, new and emerging market, competitors
The current market trend of NIKE is styling the products with a purpose and objective
which is strategized by the company. The organisation does this because it aims to triumph with
the apparel section. There has always been a trend were a superstar or an athlete sponsors a
particular brand for sport shoes, the product will be related as victory. This has happened in the
previous years and this aim works as a miracle for the company.
The new and emerging market of NIKE is sponsored on high profile athletes and even
sports team throughout the world that has become one of the most recognized in the market. The
branding strategy of the NIKE is strong enough which makes it different and competitive in the

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market. There is a presence of innovation in the culture, international opportunity for revenue
expansion and significant pricing power.
The competitors of NIKE are Adidas, Reebok, Puma and Fila. All the mentioned brands
focus to create similar product which is comprised of same comfort level and with similar price
range.
Three marketing opportunities
The three major marketing opportunity for NIKE are:
 The aim of the brand is to run its business in the international market. NIKE generates
most of its sales from outside the country of its origin. The recent growth of the sales in
China has raised up to 17% over the years. NIKE’s biggest segment is present in the
Western parts of Europe that accounts up to 12% increase in sales. Nike is facing a head
on situation with its competitive brand for the participation of soccer.
 NIKE is focusing its investment in the digital marketing so that the sales are driven
through the website of Nike.com. The focus on online marketing has increased as they
feel that the customers who cannot visit the store can shop from the online website or
from a third party retailer. They maintain to collect valuable information from the
customers and benefit by catering to their needs. It has also launched its own app and a
social media account and featured to sponsor an athlete in the promotion technique as

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most of the customers are busy over the different social media app these advertisement
helps them to create an awareness (Westerman, Bonnet & McAfee, 2014).
 The organisation has started to hike up its manufacturing revolution. This is a huge
opportunity for the company is the reason to reach the gross margin. Innovation for the
brand is the major criteria because due to lack of innovation in 2016 the sales had
decreased from then tis strategy is placed to be one of the most important.

13MARKETING OPPORTUNITIES
Email to Marketing Team
Respected Ma’am/Sir,
This is to inform you that the marketing review report comprises of the marketing plan of our
business and its objective that should be adopted by the marketers in the recent time. The
initiative is taken on my behave so that the formularization of the business approach is amended.
The report that is structured for the brand holds the objective for the brand. Researchers had
made clear study for knowing its target audience, and studying the current market strategy. The
report addressed the marketing plan and three potential marketing opportunities for the business.
The three area of marketing opportunities are focusing on the establishing on the digital media
platform, aim of the brand is to run its business in the international market and hike up its
manufacturing revolution. The creative idea of the brand is focused on establishing on innovative
shoe and apparel section so that the customers are attracted in a frequent manner.
Therefore it would be great if the place, time and date of the meeting could be addressed so that
the information could be passed on to the rest of the employee who had worker for structuring
the marketing plan. I would be grateful to receive revert mail from your side as soon as possible.
Thanking You,
Regards
MR.X

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Conduct Meeting (practical evaluation)
As per the previous discussion, the meeting will be holding the criteria of:
 Speaking clearly and concisely
 Using non-verbal communication to assist with understanding
 Asking questions to identify required information
 Responding to questions as required
 Using active listening techniques to confirm understanding

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Email to Marketing Team
Dear Marketing Team,
The marketing plan for the brand NIKE has been forecasted henceforth I would like to address
the three marketing opportunities with the team as a conference discussion.
The first marketing opportunity targets to capture the global market at a larger scheme where
they would me more of an opportunity for the marketers to capture tits target segment. Secondly
the marketing opportunity focus on investing in digital platform where according to the research
it had been found that most of the people spend time in social media. The advertisement in
social media will create an awareness about the brand. The opportunity to shop in online store
will be catered to more retailers. Lastly the organisation has started to hike up its manufacturing
revolution. Innovation for the brand is the major criteria because due to lack of innovation in
2016 the sales had decreased from then tis strategy is placed to be one of the most important.
Therefore as per the discussion in the meeting the above opportunities has been formularized and
is planning for its implementation.
Thanking You,
Regards
MR. X

16MARKETING OPPORTUNITIES
Assignment 3
Identified marketing opportunities
The business objective identified for each of the marketing opportunity are:
The business objective for international growth is the aim to achieve its sales growth
outside the country. The aim is to capture the soccer players of the Western Europe because the
competitive market Adidas has captured a large share in the region. If NIKE is able to capture
that portion it will be a successful market in the western part of Europe (Constantinides, 2014).
For the second business object the aim of the brand is to invest in digital marketing.
The online store is being restored and developed by building a website where it has customized
apparels and shoes for all section of the target audience. The third party retail chain will facilitate
expansion in the localized online store. The smartphone app comprises of the features that a
mobile shopping section should have. It is the aim of the business to meet the customer in their
present state and grow its revenue in online sales strategy.
Future earning is the aim of the business objective so that it can generate a huge
opportunity for the company to meet its future earnings. Innovation in terms of resources and
material is the aim of the company initiatives which is called as express lane. The company has
recently added a product in the product line which states the UA Arris Project for the women
(Kohli, Suri & Kapoor, 2015).

17MARKETING OPPORTUNITIES
Target customers
The target customer for international growth is the sport athlete. The marketing opportunity
targets the sports person from any kind of sport background.
The target customer for digital marketing are the people who does not have time to go out to the
retail store and purchase shoes and apparels. The target market can belong to any age group of
the economy and can utilize the service that is provided by the end of the company.
Lastly the target customer for investing purpose is to capture the UA Arris Project for the
women.
Benefits to the business
The benefit for each marketing opportunity can be stated as below:
The benefit that the business will receive as a result of endorsing a brand by an athlete
will be recognition from the target audience. As most of the young section of the society are
followers of sports they would also like to make a purchase once they see their sport star on the
banners and advertising the product. This will help business to grow its revenue in the overall
market.
For the second opportunity the business will benefit in catering to the customers who
cannot reach the store. The online marketing will also increase the number of sales compared to
the purchase by visiting the store. The sum total of sales made by the company will
automatically increase with the introduction of online purchase from third party retailers and
local online store.

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For the third instance the business will capture the women section who are not inclined to
sports but will make it a point of purchasing a brand that suits their personality. The business will
benefit by increasing the product line and capturing another market.
Marketing opportunity on sales, profitability, growth and market share
The marketing opportunity on sales, profitability, growth and market share for each of the
marketing opportunity will result in higher growth in sales that will lead to capture different
markets and spread awareness among the people who cannot visit the store. As a consequence
the revenue will hike up and the company can result in enlarging its share in the market.
Additional funds, staff or equipment including finances, staff, equipment
The addition requirement for the business would be a requirement of at least fifty more
staff who has the ability to design and market innovative product globally. New machinery needs
to be installed that will help the employee to learn some innovative technique in production and
this will help in more output (Storbacka & Nenonen, 2015).
Estimated effect on return on investment
The estimated return on investment is measured to be a gain as the operating income is
above $a million that use to be $10 million in the operating asset so the ROI is 10%.
Potential competitors
The potential competitors of NIKE is Adidas in leading, followed by Puma, Reebok and
Fila who aims at producing the same type of shoe and clothing line with the same target market
of sports brand.

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Changes in economic conditions could impact on each marketing opportunity
The economic condition for all the marketing opportunities is generation of revenue for
the company point of view. The overall recognition will be a platform for all the customers to get
an opportunity to use a brand that will be advertised and sponsored by a well-known sports star.
It’s a part of prestige and honor for the target audience.
Technological factors
The requirements of the business is done on a basis of the customers. It is one of the
biggest factors that is associated with the all the three marketing opportunities. For the first and
third marketing opportunity it will create a desire for the customers to wear a brand that is
sponsored by the famous athlete. For the second marketing opportunities the technological factor
associate with it leads to better management of the resources that includes communication and
receiving feedbacks from the customers that will allow the company to make changes.
Legal issues
There is no such legal issues associated with any of the marketing opportunities.
Risks associated
The risk in the market for each of the marketing opportunities is only one aim that is the
effect in the revenue system. If that gets affected the function and organisation of the brand will
stip and consequently it will lead to deficits.
Ranking

20MARKETING OPPORTUNITIES
According to each opportunity to business growth the marketing opportunities identified
for most viable is the second strategy that is going digital marketing. The second least viable is
the first opportunity that is endorsement of a brand by a celebrity or an athlete. The least viable is
the last opportunity that is targeting the women section.
The current operation requires no changes in the business ground but for the foundational
area it should strategies its pricing to a bit more less as it can target more of customer who can
willingly make a purchase of sport shoe or a garment.

21MARKETING OPPORTUNITIES
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