Identifying and Evaluating Marketing Opportunities for BBQfun

This article provides an analysis of marketing opportunities for BBQfun, an Australian outdoor lifestyle products retailer. It covers comparative market information, competitors' performance, customer requirements, and legal and ethical requirements. The article also includes survey findings of 500 customers and relevant legislation such as Privacy Act 1988, Anti-Discrimination Act 1991, and Competition and Consumer Act 2010.

BSBMKG501 Identify and Evaluate Marketing Opportunities
Assessment Answers
Part A
Part A requires you to identify and evaluate marketing opportunities for your chosen
organization or utilizing the BBQfun case study.
1. Identify two marketing opportunities for the organisation on your chosen
organisation’s market and business needs in terms of:
a. comparative market information
Characteristic
s
Overview What does it mean for
BBQfun
Queensland
overview
○ high population growth
of 5% per year
○ new homes and
renovated homes
growing from a base of
50,000 per year
○ low unemployment of
4.7%.
o Increase in
customer base.
o With the increase
in number of
homes,
organization will
be able to increase
its market share.
o Setting up store
will help the local
people to get job.
Geographic ○ our immediate
geographic target is the
o BBQfun offers
great value
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area of Brisbane with a
population of 2,000,000
○ a 30 km geographic area
is the average store
market footprint
○ the total targeted
population is estimated at
450,000.
outdoor lifestyle
products with
quality customer
service. According
to their objectives,
organization was
intending to obtain
healthy sales of
$11 million in
2016 which was
attained
appropriately.
o Now with the
motive of
expansion of the
store in the
overseas market,
organization has
decided to target
the European
market. With
setting up the store
in European
market,
organization has
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intended to attain
healthy sales of
$20 million in the
subsequent year of
its expansion
(Sitapara, et. al.,
2017).
Demographic ○ male and female
○ ages 20–50
○ high percentage of young
professionals who work
in the central business
district
○ high percentage have
completed
undergraduate/postgradu
ate study
○ an average household
income of over $70,000.
o While conducting
the market
research for the
purpose of
expanding the
business of
BBQfun in the
overseas market,
European market
has been selected.
o This is because
European market
is new and
emerging market
in terms of
BBQfun’s
opportunities. It
has been observed
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that the target
market has more
opportunity to
expand the
business of
BBQfun in
comparison with
other parts of the
globe (Cerf, et. al.,
2015).
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b. competitors’ performance
Competitor Overview What does it mean for
BBQfun
The Yard o has a limited selection
but significant depth.
All Australian made.
No significant
marketing or
promotion. The price
point is high, but the
quality of products is
quite good. Not in
south east Queensland.
Considering e-
commerce options.
Considered potential
treat for entering
market through e-
commerce because of
large distribution
network
o BBQfun’s
management will be
able to develop the
marketing strategies
in order to take the
advantage of two
marketing
opportunities stated
above as well as it
will help the
organization to set up
an adequate position
in the target market
(Fleisher &
Bensoussan, 2015).
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BBQ’s R Us o Broad range of outdoor
lifestyle products
including trinkets and
furnishings. Lots of
cheap imports.
Concentrating on
established markets.
Strong in the
replacements segment.
One store in Brisbane.
Mostly in Melbourne
and Adelaide.
Considering e-
commerce options.
o With the help of
expansion in the
new markets,
organization will be
able to cope up
with its desired
objectives and it
will ultimately
boost up the sales
volume of the
organization.
Outdoorz o : Large operations of
only a few stores per
city. Mass markets
outdoor lifestyles at
good value prices. No
imported goods.
Extensive advertising.
Low to medium quality.
Strong in the
replacement segment
o Primary focus of
BBQfun in relation
with the expansion
is over those
markets which are
not yet penetrated
by any other firm
of the same
industry as well as
promoting their
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rather than new and
refurbished dwellings.
Gaining strength in
Brisbane market.
Considering e-
commerce options.
existing products in
the new market
with the objective
to diversify its
network.
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c. customer requirements
Factors What does it mean for BBQfun
● Selection – a wide
choice of options.
Helps the customers to fulfil their
requirements.
● Accessibility – the
customer needs easy
access to the store with
minimal
inconvenience.
Organization will adopt appropriate
distribution system in order to approach to
large number of audience.
● Customer service – the
customer needs expert
customer service to
help sort through
choices.
With the help of better customer service,
organization will be able to retain them for
long period of time (Armstrong, et. al.,
2015).
● Competitive pricing –
the customer needs all
products/services to be
competitively priced
relative to comparable
high-end outdoor
lifestyle options
offered by
competitors.
Adaptation of pricing strategy considering
the competition will help the organization to
attain its desired goals in terms of acquiring
leading position in the target market.
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● Flexible payment – the
customer needs easily
managed payment
plan.
This will help the organization to increase its
customer base and their revenues as well.
● Quality guarantees –
the customer requires
three year product
guarantees (as offered
by most competitors).
Delivering qualitative products is always
being a positive point for the organization
and it helps the organization to increase their
customer base along with retaining them for
a longer time period.
In the case of BBQfun’s marketing performance, we can see from the table
below suggesting its findings of survey of 500 customers as follows:
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New
builds
Renovators Replacements What does it mean
for BBQfun
Have visited
BBQfun in
previous
month
70% 70% 50% Average performance
In relevance with
expectations
Have
bought a
BBQfun
product in
previous
month
70% 65% 50% Average performance
In relevance with
expectations
Customer
service is
essential
90% 95% 60% Increase customer
satisfaction
Price is
most
important
10% 20% 95% Help the organization
to gain competitive
advantage
Australian
made is
important
80% 65% 55% Help to set up the
effective position
Will buy
online
100% 100% 100% It will help the
customers to get the
products more
conveniently
Will pay for
online
delivery if
chosen
100% 100% 100% Consumers will get
the products without
putting much efforts
Loyalty 30% 20% 10% Increase

BSBMKG501 Identify and Evaluate Marketing Opportunities
d. legal and ethical requirements
Types of
legislation
What it is about: How does it impact
BBQfun
Privacy Act
1988
o The Privacy Act
1988 (Privacy Act)
regulates how personal
information is handled.
The Privacy Act
defines personal
information as:
o …information or an
opinion, whether true
or not, and whether
recorded in a material
form or not, about an
identified individual, or
an individual who is
reasonably identifiable.
o Common examples are
an individual’s name,
signature, address,
telephone number, date
of birth, medical
records, bank account
details and commentary
In relation to BBQfun,
the Privacy Act 1988
ensures that its
customers’ information
shall be kept within the
organization and not to
be shared with any other
party (ies) so that
customers would not be
….
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or opinion about a
person.
Anti-
discrimination
Act 1991
This act states that
organization should treat its
consumers and employees
both in the same manner for
acquiring the appropriate
place in the target market.
Thus, BBQfun’s
management has
decided to adopt this
legislation into their
practices for avoiding
the risk factors of
discriminatory practices
as well as to gain
desired outcomes (Cerf,
et. al., 2015).
Competition and
Consumer Act
2010
This act states that
competition practices
should be executed in fair
manner without hurting
other’s emotions and
goodwill. This will help the
consumers to choose the
most appropriate products
from the available choices
on the basis of their
requirements.
According to this
legislation, all entities
need to practice in the
fair manner in order to
attain sustainable
growth from the target
market.
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Australian Direct
Marketing
Association -
Direct Marketing
Code of Practice
Direct marketing should be
done in an appropriate
manner without being in
favor or against for any
competitor or any
organization.
This needs to be
followed with the
perspective of
increasing
organizational goodwill.
Free TV
Australia
Free TV is a body which
provides free air-to-air TV
networks across Australia
With the help of this,
organization could
promote its products and
services at low cost and
it will help the
organization to cover
large customer base.
Australian
eMarketing Code
of Practice
This act says that every
company adopting
ecommerce platforms for
marketing their goods
should follow all the codes
which relates to this act.
While performing e-
marketing, email and
non-voice mobile
communication
channels for promoting
the products in the
Australian market by
following all the codes
of this act.
Australian e-
commerce model
This act is made in order to
protect the consumer’s
This will let the
organization to perform
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interest so that they could
be saved from fraudulent
activities performed by
companies performing on e-
commerce platforms.
its activities in fair
manner which will lead
the organization to
attain its goals and
objectives.
Spam Act 2003 This act was passed by
Australian Parliament in
2003 to control commercial
e-mail and other electronic
messages.
In accordance with this
act, BBQ’s competitors
will not be able to pass
on negative messages
amongst the target
audience for the
organization (Charter,
2017).
BBQfun’s comparative market information is largely determined by
independent competition where they focuses on locally produced products
and they have a collective market share of 48%. In 2009, the national
outdoor lifestyle market reached $300 million. Outdoor lifestyle sales were
estimated to grow by at least 6% for the next few years. This growth can be
attributed to several different factors:
d. market share
Factors What does it mean for BBQfun
● the greater disposable It will increase the opportunities for BBQ
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household income from
two income families
which will lead to increase in the demand
of their outdoor lifestyle products.
● the greater availability of
affordable and interesting
quality imports with the
high value of the
Australian dollar
Buying power of consumer will be
increased and consumers will easily be
able to spend on luxurious and other types
of goods to satisfy their needs. Thus, it will
help the BBQ to attain its desired goals.
● The marketing by popular
TV lifestyle programmes.
This will help the organization to spread
awareness amongst the target audience in
relevance to the organizational unique
products and services.
e. market trends and developments
Factors What does it mean for BBQfun
● Item quality – the
preference for high
quality items is
increasing as customers
are learning to
appreciate the quality
differences.
Providing qualitative products helps the
organization to set a benchmark amongst
the target market. This also leads to
develop an effective image in the target
audience’s mind-sets’ and maintaining the
same sort of quality level will provide
sustainable growth and development.
● Unique – our patrons With the help of unique products,
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appreciate the
opportunity to include
outdoor lifestyles in
their home that stand out
from the mass-produced
and low-quality items.
organization could make a separate image
amongst its competitors. It will also lead
the organization to acquire big part of the
market share (Liu & Tyagi, 2017).
● Selection – people are
demanding a larger
selection of choices;
they are no longer
accepting a limited offer
in outdoor lifestyles.
Providing varieties of products will help
the organization to target large area of
market share. It will also lead to increase
customer satisfaction.
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f. new and emerging markets
Factors What does it mean for BBQfun
 A growing market in a high
growth area with a
significant percentage of the
target market still not aware
of BBQfun value
proposition.
Grabbing this opportunity will lead
the organization to attain desired
outcomes along with setting up an
effective position in the target market.
 Increasing sales
opportunities outside of our
store locations – south east
Queensland.
Strategies such as promotion,
advertisement, etc. need to be adopted
in order to grab opportunities for
increasing the sales.
 Growing opportunity for
online sales.
Online distribution system is unique
as well as capable enough to increase
the sales for organization.
Reachability and approachability of
the organization also increases
towards its target audience (Raleigh &
Headwater Partners I Llc, 2016).
g. Profitability
Factors What does it mean for BBQfun
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 Economy - the real estate
market in south east
Queensland continues to rise
in price, and with it the
disposable income of the
population.
Economic conditions of Australian
market is increasing continuously,
hence, opportunities for increasing the
profitability for BBQ are also
increasing. BBQ is engaged in
delivering outdoor lifestyle products
and these are included in luxurious
and other types of goods’ category.
With the rise in economic conditions
of target market, consumers’
disposable income is also increasing,
thus, profitability could easily be
increased.
 Political - the present
Government focus and
emphasis in future
legislative direction will be
about growth and
productivity
All legislations, policies and rules
described by the government
authorities of Australia have been
included by the management in the
BBQ’s practices. Thus, this will
reduce the chances of affecting the
organizational profitability (Sánchez,
et. al., 2016).
h. i. sales figures (forecast)
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2014 2015 2016 How does it impact
BBQfun
Total
sales
$11,000,000 $12,000,00
0
$15,000,000 It will increase the
profitability, market
share and
opportunities to
expand in other parts
of globe.
Gross
profit
$5,110,000 $6,500,000 $7,500,000 With the help of
continuous rise in the
profits, it will help
the organization to
attain its desired
goals and objectives.
Note: Some data in the BBQfun simulated business needs to be updated by you.
For your chosen organisation or BBQfun, it is recommended that you use ABS
data, for example, to determine demographic and consumer trends.
Research potential new markets for the organisation in relation to:
Potential new markets
Factors Options Considerations F or U
(favour
able or
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unfavo
urable)
 Export
markets
Melbourne This market has been selected
through reviewing the demand for
the products in Australia.
Favora
ble
Queensland Purchasing power of consumers
are much high in this market.
Favora
ble
Western
Australia
This part could also be targeted as
people over there are much more
concerned about outdoor lifestyle
products compared to other
products and services.
Favora
ble
 Segments
of the
market
not
currently
penetrate
d
(customers
within the
market not
tapped #1)
This will help the organization to
enjoy the monopolistic market
conditions.
Favora
ble
(customers
within the
market not
tapped #2)
Being the only company in the
market will help the organization
to develop unique and distinctive
position.
Favora
ble
(customers
within the
market not
tapped #3)
Threat of new entrants will be
less.
Favora
ble
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BSBMKG501 Identify and Evaluate Marketing Opportunities
Based on Q2, provide an evaluation and analysis on:
a. The various strategic marketing approaches (such as; increasing market
share, developing new markets, developing new products and
diversification) that the company should consider in terms of expanding
their business potential and discuss what are the likely options for
implementation.
Strategic marketing approaches
Factors Options Considerations F or U
(favour
able or
unfavo
urable)
 Market
penetratio
n
(present
market,
present
product)
Market
share
growth
BBQ will continue its practices in
relation with market penetration
for developing the effective
image in the target market.
Favora
ble
Customer
loyalty
improvemen
t
With the help of increased market
penetration activities, positive
image amongst the target
audience will be made.
Favora
ble
Customer
value
improvemen
t
In order to increase the customer
value, it is required to deliver
products as per the consumer’s
perceptions as well as their
Favora
ble
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requirements.
 Product
developme
nt (present
market,
new
product)
Design Improvised and new designs will
help BBQ to attract large number
of audience.
Favora
ble
Technology Using latest technological factors
will help the organization to
increase the market share and
customer base.
Favora
ble
Distribution Adaptation of unique distribution
systems will help the organization
to approach to the target audience
easily and effectively.
Favora
ble
 Market
developme
nt (new
market,
present
product)
Exporting Existing products could be
approached to the new market
segments easily with exporting
and its related activities. It will
lead the organization to uplift its
performance and revenues as
well.
Favora
ble
Licensing/
franchising
Under this method, physical
presence will be established in
new market segments with the
motive of increasing demand for
organizational products as well as
Favora
ble
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to acquire large market share
(Sitapara, et. al., 2017).
Joint
venture
It is a type of business under
which BBQ will perform its
operations along with an existing
company or brand of the
particular target market in order
to make its separate image as well
as to attain the desired goals and
objectives.
Favora
ble
Direct
investment
Under this method, BBQ will
invest in other company’s
business in the target market with
the objective of increasing rate of
return over investments.
Unfavo
rable
 Diversific
ation (new
market,
new
product)
Related
diversificati
on
With the help of this approach,
BBQfun will be able to develop
new range of products for
entering into new markets. This
approach is bit risky in its own
terms but at the same time, it also
leads to increase in the demand of
the organizational products and
services.
Favora
ble
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Unrelated
diversificati
on
While applying this approach,
organization must consider the
outcomes of market research so
that the new product range could
be able to satisfy the target
audiences’ needs and
requirements.
Unfavo
rable
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b. The types of markets and aspects of the marketing mix by ranking each
of the following elements mentioned below in terms of their viability and
likely contribution to the business such as distribution, products and
types of promotional activities.
Types of marketing & markets
Types of
marketing
Market to
serve
Considerations
Ranki
ng
(Most
favour
able =
lowest
numbe
r while
least
unfavo
urable
=
highest
numbe
r)
 e-
commerce
Large area
of target
This promotional strategy is an
effective approach as it has the
Favora
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market capability of covering large part
of target market along with
spreading awareness amongst
them regarding organizational
products and services.
ble
 business-
to-business
Certain
part of
target
market will
be covered
This approach will be able to
cover small part of the target
market. Retailers, distributors,
wholesalers, etc. parties will be
approached under this method.
Favora
ble
 direct
marketing
Particular
part of the
market
This is suitable only under certain
circumstances. For example: toys
produced for kids, thus, those will
only be promoted to kids in order
to attract them.
Favora
ble
 ideas
marketing
Crucial
segment of
target
market
This approach will help the
organization to approach to the
crucial part of the target market in
order to attain desired objectives
and goals. For example: Luxury
cars are only marketed to high
income class people.
Favora
ble
 public
sector
Whole
target
This method has two means. First
meaning describes the managerial
Unfavo
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marketing
market focus over fulfilment of its
objectives through delivering
qualitative products. While the
second meaning describes
functions of marketing which will
be used for approaching to the
target market.
rable
 services
marketing
Retention
of potential
customers
This approach is used for
retaining the crucial and potential
market segments through offering
the effective after sale services
along with other value added
benefits.
Favora
ble
 telemarketi
ng
Certain
part of the
market
This approach is used at the initial
stage of expansion of the
organization. Organization could
spread awareness amongst the
target audience with regards to its
products’ description and
features.
Favora
ble
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2. Using a suitable methodology, such as gap analysis, market or marketing
analysis, or competitor analysis, identify and decide on two marketing
opportunities to focus on and investigate further.
Gap analysis (analyse 4 marketing opportunities and choose two)
Strategic
objective
Current standing Deficiency Action plan
Expansion BBQ is operating
at two locations
currently and
planning to
expand its
operations in
overseas market.
Lack of
experience in
executing
international
operations.
Adaptation of
appropriate market
entry strategy
Developing
effective image in
the target market
BBQ has different
and unique
product offering,
thus they could
easily be able to
gain its desired
objectives of
setting up
effective image.
Lack of innovation Organization will
serve the target
market as per their
requirements.
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Increase in the
demand of the
products
BBQ is
performing well in
their current
locations and
reviewing this
success,
organization has
planned to expand
its business in the
target market.
BBQ has limited
variety of products
which may result
as insufficiency in
terms of expansion
in overseas
markets.
Management will
increase product
offering for new
markets.
Acquiring leading
position in the
target market
In their present
locations,
organisation is
performing well.
Existing
companies in the
target market are
delivering high
quality outdoor
lifestyle products
which are bit high
in relation with the
BBQ’s products.
In order to attain
the leading
position in new
market segments,
it is necessary to
beat the existing
company’s
products in terms
of quality,
satisfaction, etc.
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3. Estimate the effect of the two marketing opportunities on the business, for
example:
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Impact analysis (based on 2 marketing opportunities against following factors)
Marketing
opportunity
Factors for
consideration
How does it affect
BBQfun?
Action plan
Market share  Effect on
sales
volume
According to their
objectives, organization
was intending to obtain
healthy sales of $11
million in 2016 which
was attained
appropriately.
Appropriate marketing
strategies will be
adopted along with
effective marketing
tactics.
 Growth With setting up the
store in the target
market, organization
has intended to attain
healthy sales of $20
million in the
subsequent year of its
expansion.
Sales promotion
strategies will be
adopted.
 Market
share
Organization offers
great value outdoor
lifestyle products with
quality customer
service. This will lead
the organization to
Product awareness
program will be
implemented in order
to increase the market
share in the target
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serve its target audience
in an appropriate
manner.
market.
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 Profitability With the increase in the
revenues, profitability
will be increased
automatically.
Cost leadership
strategy could be
adopted for uplifting
the profitability.
 Potential
competitors
Opportunities available
in the market will be
utilised in order to beat
the potential
competitors and to
develop separate image
in relevance with the
competitors.
Better strategies will
be adopted in
relevance with the
competitors.
New
emerging
markets
 Effect on
sales
volume
Developing image in
emerging market will
increase opportunities
for organization such as
increase in sales,
profits, demand for the
products, etc.
Promotional strategies
will be adopted.
 Growth Attaining growth
related objectives will
be quite easy in new
and emerging markets.
Marketing activities
will be implemented
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 Market
share
With the help of new
range of products,
organization will be
able to set up its
effective market share
in the new and
emerging markets.
Promotional and
advertisement
strategies will be
implemented in order
to accomplish the
organizational
objectives.
 Profitability New and emerging
markets will provide
various opportunities to
the organization in
order to enhance its
profitability.
Sales promotion
strategies will be
implemented to boost
up the sales.
 Potential
competitors
Organization needs to
provide enhanced
qualitative products in
the new market in
relevance with the
existing potential
customers; this will
help them to establish
an effective position in
the target market.
Competitive analysis
will be implemented
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4. Discuss what are the consideration of external factors (legislations including
privacy act, anti-discrimination, competition and consumer act; ATO
regulations and GST implications; manufacturing standards; e-commerce best
practices marketing codes of practices), costs, benefits, risks and opportunities
to determine the financial viability of the selected marketing opportunity.
Assessment of external factors
Types of
legislation
What it is about: How does it impact
BBQfun
General
Australian
legislation
This legislation includes
various codified and
uncodified forms of law of
Australia.
Ignorance of these laws
while executing the
operations may generate
negative outcomes.
ATO regulations It is a revenue collection
body of Australian
government. ATO is
responsible for making all
the rules, regulations and
policies in relation with
taxation, revenues, etc.
Organizational revenues
and profitability will be
affected.
GST
implications
GST is a tax which is levied
over all goods and services
produced or imported
within the country.
Cost of production will
be increased due to
imposition of GST.
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Australian
standards
Quality, safety, freedom,
etc. standards are developed
by Australian government
and these all are known as
Australian Standards.
All these needs to be
implemented in the
operations of
organization in order to
obtain desired goals
effectively.
e-commerce best
practices
This act is made in order to
protect the consumer’s
interest so that they could
be saved from fraudulent
activities performed by
companies performing on e-
commerce platforms.
While performing the
operations over
electronic mediums, all
the regulations must be
considered in relation
with e-commerce
model.
Marketing Code
of Practice
 Australian
Direct
Marketing
Association
 Direct
Marketing
Code of
Practice
While performing the
marketing activities,
following standards should
be considered:
 This body develops
principles in relation
with marketing and
advertising.
 It refers to selling
products directly to
the consumers.
All these regulations
and code of practices
are concerned about the
marketing and
advertising related
activities.
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 Free TV
Australia
Commercial
Television
Industry Code
of Practice
Certain rules and
regulations are
described which
increases the
efficiency of this
operation.
 Free TV is a body
which provides free
air-to-air TV
networks across
Australia.
Privacy Act
1988
The Privacy Act 1988
(Privacy Act) regulates how
personal information is
handled.
In relation to BBQfun,
the Privacy Act 1988
ensures that its
customers’ information
shall be kept within the
organization and not to
be shared with any other
party (ies) so that
customers would not be
treated in unfair manner.
Anti-
discrimination
Act
This act states that
organization should treat its
consumers and employees
both in the same manner for
Thus, BBQfun’s
management has
decided to adopt this
legislation into their
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acquiring the appropriate
place in the target market.
practices for avoiding
the risk factors of
discriminatory practices
as well as to gain
desired outcomes.
Competition and
Consumer Act
This act states that
competition practices
should be executed in fair
manner without hurting
other’s emotions and
goodwill. This will help the
consumers to choose the
most appropriate products
from the available choices
on the basis of their
requirements.
According to this
legislation, all entities
need to practice in the
fair manner in order to
attain sustainable
growth from the target
market.
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5. Based on the selected marketing opportunities, identify changes to current
operations in order to take advantage of the opportunity. Ensure changes
identified are adequate to:
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Evaluation of required change to meet current operation requirements
Marketing
strategies
Factors for
consideration
Changes required Action plan
Customer
base
 service an
increased
or different
customer
base
It is required for the
organization to adopt
certain advanced level
strategies which could
be able to adopt the
changes required in the
operations in terms of
attaining desired goals.
Increasing product
offering
 ensure
continued
quality of
service
Upgradation of product
quality on regular basis
Adaptation of latest
technological factors
Quality of
Service
 service an
increased
or different
customer
base
Quality products need
to be delivered in
relevance with the
target audiences’
requirements.
Appropriate quality
measures will be
implemented.
 ensure
continued
quality of
service
Regular improvements
are necessary
Quality checks, tests,
etc. will be
implemented for
continuous quality
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improvements.
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8. Estimate and justify resource requirements and costs for changed operations
with considerations on the following areas:
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Estimation of costs of resource requirements to meet changed operations
Marketing
strategies
Factors for
consideration
Estimated
costs ($)
Justifications Action plan
Market
Share
 Additional
staff
50,000 New store, new
market, thus,
additional staff
will be required to
perform
organizational
functionalities.
Hiring
operations
will be
executed.
 Distribution
costs
100,000 For increasing the
product
availability,
distribution
practices will be
performed on
regular basis.
Appropriate
distribution
system will be
implemented.
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 Equipment 500,000 Latest equipment
will be used for
increasing
customer
satisfaction and
quality of
products.
Quality
measures and
other
standards will
be
implemented.
 Promotional
costs
150,000 Spreading
awareness
amongst the target
audience is
necessary.
Advertising
and marketing
strategies will
be adopted.
 Staff
training
40,000 This is required to
increase
employees’
efficiency.
Training and
development
programs will
be
implemented.
New and
Emerging
markets
 Additional
staff
70,000 New store, new
market, thus,
additional staff
will be required to
perform
organizational
functionalities.
Hiring
operations
will be
executed.
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 Distribution
costs
95,000 For increasing the
product
availability,
distribution
practices will be
performed on
regular basis.
Appropriate
distribution
system will be
implemented.
 Equipment 500,000 Latest equipment
will be used for
increasing
customer
satisfaction and
quality of
products.
Quality
measures and
other
standards will
be
implemented.
 Promotional
costs
250,000 Spreading
awareness
amongst the target
audience is
necessary.
Advertising
and marketing
strategies will
be adopted.
 Staff
training
75,000 This is required to
increase
employees’
efficiency.
Training and
development
programs will
be
implemented.
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9. Provide an assessment report on the viability of each opportunity by:
a. Exploring and developing entrepreneurial, innovative or creative options (one for each opportunity) to apply the marketing
opportunities in the context of the organisation (For example, if you identify an e-commerce opportunity, determine how to apply the e-
commerce opportunity to the organisation including aspects such as media, web-design to appeal to target markets, integration with
existing operations, marketing strategy and overall strategic directions)
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Viability of marketing strategies
Marketin
g
strategies
Cost factors for consideration Plausible risks Potential benefits Profitability
Market
share
 Reconfig
uration
E-commerce
opportunity will be
applied in the context
of developing
appropriate image in
the target market.
Huge cost Rate of return will be
increased
Favourable
 Lease Domain will be
purchased on lease
basis in order to
perform the operations.
After lease period,
organization may face issues in
relation with searching
appropriate platform to
Approachability to the
potential customers will be
increased
Favourable
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maintain its customer base
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 Plant &
equipmen
t
Machinery, equipment,
labour and servers will
be required.
High cost Helps the organization to
attain its desired goals.
Favourable
New and
emerging
markets
 Reconfig
uration
Website development,
social media platforms
and email marketing
will be implemented
with the objective to
promote organizational
products and services
in the target market.
Huge cost Rate of return will be
increased
Favourable
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 Lease Office location must be
centralised to the target
market.
After lease period,
organization may face issues in
relation with searching
appropriate platform to
maintain its customer base
Approachability to the
potential customers will be
increased
Favourable
 Plant &
equipmen
t
This is required in
order to perform the
operations.
High cost Helps the organization to
attain its desired goals.
Favourable
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b. Identify and document changes needed to current operations to take advantage
of viable marketing opportunities (in terms of inventory and stock, office space
and software usage).
Marketing Report for BBQfun
Prepared by:
Executive Summary
This report is based on the operations of BBQfun. It is a company engaged in
producing and distributing outdoor lifestyle products. With reviewing success at
two locations, organizational management has decided to expand in overseas
market. In relevance to this, situational analysis, marketing strategies, marketing
tactics, objectives, etc. will be covered under this report in relation with expansion
of the organization.
Situational Analysis
Competitive analysis
Customer analysis
Internal and external analysis
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SWOT
Porter’s five forces
Marketing objectives
SMART Objectives
Sustainable growth
Acquiring market share
Setting up effective image
Developing goodwill in the market
Marketing Strategies
Promotional and advertisement techniques
Display shows
Traditional and digital mediums
Board hoardings
Sponsorships of events
Marketing Mix
It is a tool used for spreading awareness amongst the target audience
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along with developing separate position in the target market.
Following are elements of marketing mix:
 Product
 Price
 Place
 Promotion
Marketing Tactics
 Direct promotion
 Sample distribution
 Convincing people towards organizational products and
services
 Implementation of strategic methods
 Promotion of the products through electronic platforms.
Marketing Budget
Promotional and advertisement techniques
Display shows
Traditional and digital mediums
50,000
400,000
200,000
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Board hoardings
Sponsorships of events
45,000
500,000
Monitor & Review of KPIs
BBQ’s KPIs are unique items and luxurious outdoor lifestyle
products. In order to develop the position in the Australian market, it
is required to analyse the target audience’s needs and on that basis,
appropriate strategies will be implemented in order to attain the
goals of the organization. Apart from this, monitoring measures
should also be implemented with the objective of reducing the
chances of error in the operations.
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Other Considerations
Competitive analysis, industry analysis, etc. will be done in an
appropriate manner so that organization could easily develop more
effective strategies in order to attain desired goals and objectives.
`
Conclusion
From the aforesaid information, it can be concluded that BBQ will
be able to set up its position in the target market in an effective
manner along with these strategies. It is necessary to implement
certain measures through which competition of the market could be
faced as well as an effective position in the target market could be
developed.
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References
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