A Marketing Report for the P-Cubed Free Multi-platform App

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student:
Name of the University:
Author’s Note:

1MARKETING MANAGEMENT
Executive Summary
This is a marketing report for P-Cubed’s free multi-platform app, which won the “Next Tech
Girl Superhero” in 2018. The app is primarily intended to help the users to reduce the amount
of plastic pollution caused by them by offering them options for better quality recyclable
plastic products rather than the non-recyclable ones that they had been used to buying. The
report begins by offering an overview of the app, the key features or the aspects of the same
and the manner in which it is likely to help the customers or the users of the app. Next, a
situational analysis, comprising of a description of the market, target market, customer
demographics, SWOT analysis and PESTLE analysis had been conducted. The result of the
situational analysis clearly reveals the fact that the external business environment of Australia
is a congenial one for the app under discussion here. The report next outlines three marketing
and three financial objectives that the developers of the app can utilize in the beginning phase
of their business. Furthermore, for the effective achievement of this, product, price, place and
communication actions that the business can utilize have been recommended. Finally, the
report concludes by suggesting that for the effective measurement of the extent to which they
are being to achieve the marketing and financial objectives outlined by them for the app, the
matrix of Strategic Plan Development can be used.

2MARKETING MANAGEMENT
Table of Contents
Introduction................................................................................................................................3
Overview of P-Cubed’s App......................................................................................................3
Situational Analysis...................................................................................................................4
Market Summary....................................................................................................................4
Target Market.........................................................................................................................4
Market Demography..............................................................................................................4
Market Segments....................................................................................................................5
PESTLE Analysis...................................................................................................................6
SWOT Analysis.....................................................................................................................7
Competitor Analysis...............................................................................................................8
Marketing Strategy.....................................................................................................................8
Mission Statement..................................................................................................................8
Marketing Objective...............................................................................................................8
Financial Objective................................................................................................................9
Target Market.........................................................................................................................9
Positioning..............................................................................................................................9
Marketing Tactics.....................................................................................................................10
Product Actions....................................................................................................................10
Pricing Actions.....................................................................................................................10
Distribution Actions.............................................................................................................10
Justification of the selection of the target market................................................................10
Communication Actions.......................................................................................................10
Further Research..................................................................................................................11
Controls....................................................................................................................................11
Conclusion................................................................................................................................11
References................................................................................................................................12

3MARKETING MANAGEMENT
Introduction
As opined by Charter (2017), the process of globalization or internationalization and
also the extensive usage of different kinds of innovative technologies have drastically
changed the nature of the world business world in the contemporary times. Baker and Saren
(2016) are of the viewpoint that in addition to greatly enhancing the business prospects of
different contemporary organizations these processes have at the same time greatly increased
the amount of competition faced by the diverse business enterprises. The net result of this is
that the contemporary business enterprises are increasingly resorting to the usage of different
kinds of strategies for the effective mitigation of the fierce competition faced by them in the
business market (Burns & Dewhurst, 2016). More importantly, one of the most important
measures used by the different business enterprises is the use of marketing as well as
promotional means for the products or services offered by them to the customers or the
consumers. In this regard, it needs to be said that the construct of marketing or promotion not
only enables the organizations to effective promote but at the same time market the products
or services offered by them to the consumers (Morschett, Schramm-Klein & Zentes, 2015).
Furthermore, the construct of promotion or marketing also helps the organizations to cascade
the relevant information regarding the products or services offered by them to the customers
so as to enhance the sale of the same.
According to Jenkins and Williamson (2015), the success or the failure of an
organization depends greatly on the kind of marketing or promotion strategies that the
concerned organization is following for the promotion or marketing of the products or
services offered by it. However, at the same time it needs to be said that the marketing
objectives or the tactics that an organization is utilizing should be in synchronicity with the
requirements of the external business environment in which the concerned organization is
operational (Hair Jr et al., 2015). More importantly, the organizations also need to take into
effective consideration the demands or the requirements of the customers and target the right
kind of customer base for the products or services that they are offering to the customers.
This is a marketing report for P-Cubed’s free multi-platform app, which is intended to help
the users to reduce the amount of plastic waste and thereby reduce the amount of pollution.
Overview of P-Cubed’s App
Lewis et al. (2017) are of the viewpoint that the problem of pollution is one of the
major wicked problems that the world is currently facing and the long term survival of the
world depends greatly on the extent to which the people are being able to resolve this wicked
problem. P-Cubed’s free multi-platform app, which was the winner of “Next Tech Girl
Superhero” award for the best app in Australia in 2018, is an app which aspires to do the
same. In this regard, it needs to be said that the app tries to create awareness among its users
regarding the amount of plastic waste that they are generating. More importantly, the app is
also likely to help the users to make better decisions regarding the choice of the products that
they purchasing. Furthermore, the app offers effective as well as adequate information to the
users regarding the nature of plastic which is being used for the manufacture of a particular
product, namely, recyclable or non-recyclable material and thereby helps in the reduction of
problem of plastic pollution. This is important because of the fact that non-recyclable plastic
is one of the major contributors towards environmental pollution. Moreover, the app had been
designed taking into effective consideration the young Queenslanders who are the major
customer base of the app. In addition to this, the app is likely to not only help the problem of