Changing the Marketing Strategy

The change of marketing strategy for Happy Campers Australia (HCA) would be beneficial for the growth and productivity. The company has various kind of potential clients who are highly interested in making use of new facilities that would be provided by HCA.

Running head: CHANGING THE MARKETING STRATEGY
Changing the marketing strategy
Name of the Student
Name of the University
Author note

1CHANGING THE MARKETING STRATEGY
Table of Contents
1. Project Background.....................................................................................................................2
1.1 Project background................................................................................................................2
1.2 Project goal............................................................................................................................3
1.3 Project objective....................................................................................................................4
1.4 Project deliverable.................................................................................................................4
1.5 Strategic alignment of project................................................................................................5
2. Project Schedule..........................................................................................................................5
2.1 Milestones..............................................................................................................................5
2.2 Project Requirements.............................................................................................................6
2.3 Limits and Exclusions............................................................................................................7
2.4 Work/process Breakdown Schedule......................................................................................8
3. Risk Management........................................................................................................................8
4. Project Budget.............................................................................................................................9
5. Communication management plan............................................................................................10
6. Recommendations......................................................................................................................13
Bibliography..................................................................................................................................15

2CHANGING THE MARKETING STRATEGY
1. Project Background
1.1 Project background
The change of marketing strategy for Happy Campers Australia (HCA) would be
beneficial for the growth and productivity. The company has various kind of potential clients
who are highly interested in making use of new facilities that would be provided by HCA.
However, there are various kind of similar organizations who are employing the use of similar
techniques that would help them in gaining a broad foothold over the market. HCA is mainly
focused for the manufacturing of caravans that would be used by travel lovers in making their
trip. Hence the company needs to address each of the issues that would be generated based on the
development of new kind of ideas for the development of new marketing strategies.
With expand of the brand in the Australian market, they have a certain concern over their
potential for bringing in innovation within their products. The company has also faced some
issues based on marketing, operational and structure of the company. However, there are many
customers in the region of Western Australia and there is a wide density of customers over which
the company could concentrate. In the present times, the company also wishes to increase their
operational capacity in order to reach out to a wide number of customers. However there are
certain constraints in relation to the financial aspects of the project. External funding would be
highly required for the company in order to focus over the change of marketing strategy for the
company. The future of the company would mainly depend over the present defining of a rigid
and flexible marketing strategy for the company. Hence, it can be discussed the marketing
strategy of the company should be changed in order to help the company to reach out to a broad
number of customers and thus enhance the productivity of the business.

3CHANGING THE MARKETING STRATEGY
Based on the consideration over the present conditions of the market, it can be discussed
that many similar organizations are in the process of bringing in enhancement of their practices
within the business while outsourcing different critical elements. The development and change of
the present marketing strategy could be considered as an important beneficial factor for HCA.
The change of marketing strategy could also be described as to be important as it would lead to
change of strategic management for the project. It would also ensure that there is a high rate of
success in terms of growth of the company.
1.2 Project goal
The goal for the project that would be delivered to the company could be presented
according to the SMART acronym.
Specific – With the change of the marketing strategy, HCA would look into the various
needs of the customer and thus think about the specific ways in which the change of marketing
strategy would attract the customer. The company should be able to look into the specific forms
of target market in which they could make a big impact. The marketing team along with the
business analysts would decide over the best forms of marketing solutions that would help in
attracting the customers in making use of their services.
Measurable – The role of a new marketing strategy would be important for the growth of
the company. These marketing strategies would help the company in understanding the needs of
the customers and thus measure the rate of progress of their company within the next few years.
Achievable – Each of the resources that would be included within the project should
ensure that it would be achievable and be in an organized manner. HCA should also ensure that
the customers would be able to get attracted towards the company with the help of new forms of

4CHANGING THE MARKETING STRATEGY
marketing strategies. There should also be an efficiency of services based on improving the
experiences of customers.
Relevant – With the change of the marketing strategy for HCA, it should also be kept
under consideration, that each of the goals set for the company should be in relevance with the
strategies and needs for the business. There should be a proper form of implementation of the
new marketing strategy that would help in addressing each of the major needs of the customers.
It can also be said that the business environment would be changing rapidly in order to ensure
that there would be maximum number of gains for the company.
Time-bound – The incorporation of new kind of marketing strategy should be highly
bounded within a certain period of time. The owners of HCA should also ensure that the project
based on the implementation of new marketing strategy would be helpful for the growth factor of
the organisation. The plans for implementation of the new strategy should also be set within a
certain time period. This is mainly due to the reason because after a certain point of time, the
company would require to gather maximum benefits and returns based on the made investment.
1.3 Project objective
The primary objective of the company is to understand the needs of customers and the
issues faced at HCA with the implementation of their operational strategy. Each of the current
systems would need to redesigned, which would help in bringing stability to the business sector.
1.4 Project deliverable
The deliverables that would be based on the implementation of the new form of
marketing strategy for HCA are:
1. Changing the customer preferences and meeting up to their raised expectations.

5CHANGING THE MARKETING STRATEGY
2. A proper documentation of their changed market plan.
3. Consultancy plan for the change management program.
4. Innovation plan of the new caravans
5. New marketing plan that would be developed.
1.5 Strategic alignment of project
There is a high need for the understanding and anticipating of the future customers and
their growing expectations from HCA. Thus the company would also have to look forward
towards bringing in innovation and changes in their various marketing strategies. The most vital
significance to bring in innovation within the sector is to put on the senior marketing executives
who would be responsible for deciding out proper plans based on manufacturing new products
and services. These kind of services should be highly innovative and thus provide better facilities
to the customers. Each of the innovative strategies that would be implemented for the business
should be aligned with the business model of HCA and thus should provide business strength.
2. Project Schedule
2.1 Milestones
The milestones that are defined with the development of new form of marketing strategy
are:
1. Completion of the Project Initiation and Planning
2. Completion of Documentation of Entire Project plan
3. Completion of Implementation Plan
4. Making of Payments

6CHANGING THE MARKETING STRATEGY
5. End of Project
2.2 Project Requirements
The different forms of project requirements that would be helpful for the implementation
of the marketing plan are defined as follows:
1. Performing of a Situational Analysis – A proper form of SWOT analysis over HCA
might be helpful for understanding the strengths, weaknesses, opportunities and emerging
threats. With the help of this kind of method, the company would be able to identify their
competitors, understand the ways of operation and also become familiar with the strengths and
weaknesses of the company.
2. Development of a Target market Profile – The Company should also develop
strategies based on knowing the preferences of the customers and the ways in which they would
wish to afford the services offered by the company. There should also be a proper form of
demand based on a certain product that might be offered by HCA. A further research would also
need to be made based on the estimated demand for services or products. The rate of demand
should also be taken into consideration. This would help in building of confidence within the
various segments of the company and thus they would have an urge to bring in new customer
satisfaction strategies.
3. Setting of clear marketing objectives – The total share of the company within the
international markets should be estimated. The total number of the customer who make use of
the services offered by the company should be estimated and calculated. The retention rate of the
customers would be based on the innovation of strategies that would be defined by the
executives of the marketing team. The major proportion of the potential market should also be

7CHANGING THE MARKETING STRATEGY
taken into consideration. The amount of purchases that are made by the customers would be
helpful for the company to decide on the best kind of marketing strategies that would be defined
within the company.
4. Development of a financial plan – HCA should firstly determine the service that
would be provided by them to the customers. This kind of consideration would be based on the
need of the customers. Based on deciding over the design of caravans that would suit the
customers, the financial plan for the business would need to be planned and developed. The
expenses of operation and manufacturing should also be taken into consideration. Based on the
manufacturing of the new set of caravans, the company would be able to determine strategies
based on marketing their services to the customers. This would help the company in
understanding the needs of customers and thus plan over the next steps of developing innovative
ideas.
2.3 Limits and Exclusions
There are several kind of limitations and exclusions that might be a part of the project.
Based on implementing a new form of marketing strategy for the business, the company should
be able to consider the limits and exclusions that might be associated with the project
development strategies are:
1. The marketing platforms would not be discussed within the context of the marketing
strategy.
2. The project based on the development of the marketing strategy would be limited
based on the number of vendors who would be marketing the product that might be
manufactured.

8CHANGING THE MARKETING STRATEGY
3. The project would not include the entire financial plan within defining of the
marketing strategy. These kind of matters are highly confidential in nature and hence would not
be disclosed.

9CHANGING THE MARKETING STRATEGY
2.4 Work/process Breakdown Schedule
Changing the marketing
strategy
Start Project Project Initiation and
Planning
Performing a requirement
analysis
Development of a
feedback form
Analysing the current
market
Understanding gaps and
focusing on new
marketing ideas
Completion of the phase
Documentation of the
entire plan
Conducting a meeting
with marketing team
Choosing best business
strategic team
Documentation of the
entire plan
Completion of the
documentation phase
Implementing the plan
Hiring a core marketing
team
Applying the chosen
strategies within business
Implementing the
marketing ideas
Completion of the
implementation phase
Project Completion Phase
Documentation of the
overall plan
Making of payments
Project Sign-off phase
End Project
(Figure 1: The Work Breakdown Structure for the Project)
(Source: Created by author)
3. Risk Management
There are various kind of risks that are in relation to the development of the project.
Happy Campers Australia would thus have to determine the best kind of possible methods based
on identifying and mitigating the risks. This would highly help the company in bringing in
efficiency of the business processes and thus improving the productivity of the organisation.
Some of the important steps based on the mitigation of risks for the development of the
marketing strategy are defined as follows:
Identifying the risk scenarios – During the development of the marketing strategy for
the company, the marketing executives and business specialists should be able to determine the
various risks that might approach during the development phase. The marketing department
should handle each of the aspects of the planning phase and thus ensure no confidential matters
would be leaked to competitors.

10CHANGING THE MARKETING STRATEGY
Prioritization and classification of risks – Each of the risks that would be incurred for
the project, should be prioritized by the risk manager and the other teams involved within the
project. They should also prioritize the most critical aspects of the risks on a scale of 1 to 10.
This would help the other teams to understand the critical nature of the risks and thus ensure that
such kind of situations would not arise that might lead to affect towards the project.
Communicate and mitigate risks – Every kind of risk management strategy could be
initiated with the help of proper planning and communication methods. A proper form of
communication strategy would also be highly essential for the various team members to
communicate with various forms of ideas that would be helpful in mitigating of such kind of
issues.
4. Project Budget
Project Initiation and Planning 4800
Documentation of the entire plan 2080
Implementing the plan 720
Project Completion Phase 2240
Total Cost for the project 9840
Total Cost for the project
(Figure 2: The Total Budget for the Project)
(Source: Created by author)

11CHANGING THE MARKETING STRATEGY
Year of Project
year 0 year1 year 2 year 3 year 4 year 5 TOTALS
Net economic benefit $0.00 $4,000.00 $4,000.00 $4,000.00 $4,000.00 $4,000.00
Discount Rate 8% 1 0.9259 0.8573 0.7938 0.7350 0.6806
PV Of Benefits $0.00 $3,703.70 $3,429.36 $3,175.33 $2,940.12 $2,722.33
NPV of all BENEFITS $0.00 $3,703.70 $7,133.06 $10,308.39 $13,248.51 $15,970.84 $50,364.50
One Time Costs $6,880.00
Recurring Costs $0.00 $100.00 $100.00 $100.00 $100.00 $100.00
Discount Rate 8% 1.0000 0.9259 0.8573 0.7938 0.7350 0.6806
PV Of Recurring Costs $0.00 $92.59 $85.73 $79.38 $73.50 $68.06
NPV Of All Costs $6,880.00 $6,972.59 $7,058.33 $7,137.71 $7,211.21 $7,279.27 $42,539.11
Overall NPV $7,825.39
Overall ROI = (Overall NPV / NPV Of All Costs 0.18
Break-Even Analysis
Yearly NPV Cash Flow $0.00 $3,611.11 $3,343.62 $3,095.95 $2,866.62 $2,654.27
Overall NPV Cash Flow $6,880.00 ($3,268.89) $74.73 $3,170.68 $6,037.29 $8,691.57
Project break-even occurs between years 2 and 3
Use 1st year of positive cash flow to calculate break-even fraction 2.0241 years
(Figure 3: The Payback Period for the Project)
(Source: Created by author)
5. Communication management plan
Development of New Marketing Strategy for Happy Campers Australia

12CHANGING THE MARKETING STRATEGY
Version Control
Version Date Author Description
1 Fri 10-05-19 Project Manager They would be responsible for performing a
high level of communication with every team
member concerned with the project. They
would also understand the conditions of the
market and thus would depend on strategies
that could prove to be effective.
2 Fri 24-05-19 Project Sponsor
They would understand the financial needs of
the market and thus would also think of new
plans upon which they would bring in
innovation for the sector.
3
Mon 22-07-
19 Marketing Executive
The marketing executive would perform an
initial research over the present market and
thus would bring in new ideas for the
development of such kind of business related
activity.
4
Mon 22-07-
19 Business Analyst
They would also perform analysis over the
ideas of the marketing team and also present
their own ideas. Based on this, the new plan
would be finalised by the business analyst and
thus the project would initiate.
Purpose of Communication Strategy
A rich communication strategy would be helpful for the management of internal and
external stakeholders. Based on the development of a new form of marketing strategy, the
organization would need to adapt to such kind of changes for the business.
External stakeholders – The external stakeholders involved within the project could be
the financial sponsors who would provide loans to HCA for the manufacturing of new caravans.

13CHANGING THE MARKETING STRATEGY
Internal stakeholders – Understanding the choices of customers and meeting their
demands could also be considered as the most important criteria for the internal stakeholders.
They would thus understand the factors based on which they could improve their services and
thus provide high quality of products to the customers.
Disseminate information and engage Happy Campers Australia community
Each of the internal as well as the external stakeholders should be aware about the
various forms of changes that could be helpful in bringing an impact for the organisation.
Disseminate information and engage support from Happy Campers Australia senior
executive
A proper level of support that could be extended from the marketing executive or
business analysts would be highly helpful for HCA to determine the ways in which the project
would be affected. The business conditions should also be critically analysed and then the
management team should be able to decide over the best form of measures that need to be
implemented for the company.
Communication Plan
Internal Information Management Plan
Medium Activity Responsibility Frequency Comment
MS
Project
Software
Scheduling of
marketing activities
Providing the
high quality of
inputs for the
team
Daily basis The different forms of
shared perspectives could be
shared between the business
owners and the other
stakeholders involved with
the project management
team and the marketing
team.

14CHANGING THE MARKETING STRATEGY
External Communications Plan
Medium Activity Responsibility Frequency Comment
Email and
Weekly
Progress
reports
Data,
documentation
, screenshot
images
Each of the
stakeholders such as
the project manager,
marketing team and
business analysts
would be responsible
for formulation of
ideas that would be
helpful for project
development phases.
Daily basis The marketing team
should be able to play a
high role in the
communication of ideas
with the project
management team and
thus help in quick form
of judging of ideas.
Engage Happy Campers Australia in a conversation
Each of the customer who would be involved within the company should be highly ware
of the marketed products that are sold by the company. This would be highly possible with the
help of a proper form of marketing strategy that needs to be put in proper order.
6. Recommendations
Based on the discussed scenario at Happy Campers Australia, it could be understood that
the marketing strategy would have to highly strong for the company to help them in bringing a
major impact for the growth factor of the business. Changing form of market scenario would be
considered as a critical factor for the organisation. This highly leads to challenges towards the
growth of the company. Based on the discussed scenario, the company is facing some kind of
challenges based on their operational strategies. They are thus responsible for bringing in new
strategies that would be helpful for the development of their current business mechanisms. The

15CHANGING THE MARKETING STRATEGY
company would highly need to focus over the present industry, market trends, sales cycle, target
buyers and many other specific needs of the company.
The company is thus planning for bringing changes to a new form of marketing strategy
that would be highly helpful for the business. Some of the basic recommendations based on
bringing changes for the growth and reach of the company in the Western Australian market
include: They should build a detailed strategy based on their achieving of the business goals. The
company should also keep a monitor over the results that might affect their business. Hence, a
regular review could be considered as an excellent opportunity for the company. HCA should
also determine the ways in which they could perform a review over their business goals. Thus
they should also define new form of marketing tactics and thus also ensure that the outcome of
such efforts would help the business to be kept on tracks and thus ensure that it would be able to
compete with the other competitors present in the market.
HCA should also define factors based on careful planning of the marketing strategy. In
order to bring themselves on track with the highly competitive market, there should also be a
proper coordination of the team members and the business owners. This would ensure that each
of the marketing strategy that would be implemented within the company would be able to meet
with the success criteria. Hence, with the help of the following recommendations, it could be
concluded that HCA would be able to retain their marketing position and thus arise as a game
changer in the market. With the development of such kind of methods based on the adoption of
such kind of trends in the marketing platform, it would be highly helpful for Happy Campers
Australia to bring in new products these would highly attract the customers and help in
improving the productivity of the company. Thus from the above discussion, it can be concluded

16CHANGING THE MARKETING STRATEGY
that the company should implement the best form of marketing strategy and thus improve their
business conditions and reach to customers.

17CHANGING THE MARKETING STRATEGY
Bibliography
Akter, S., Wamba, S.F., Gunasekaran, A., Dubey, R. and Childe, S.J., 2016. How to improve
firm performance using big data analytics capability and business strategy alignment?.
International Journal of Production Economics, 182, pp.113-131.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Banerjee, S.B., 2017. Corporate environmentalism and the greening of strategic marketing:
Implications for marketing theory and practice. In Greener Marketing (pp. 16-40). Routledge.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Cacciolatti, L. and Lee, S.H., 2016. Revisiting the relationship between marketing capabilities
and firm performance: The moderating role of market orientation, marketing strategy and
organisational power. Journal of Business Research, 69(12), pp.5597-5610.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK
Charter, M. and Polonsky, M.J. eds., 2017. Greener marketing: a global perspective on greening
marketing practice. Routledge.
Constantiou, I.D. and Kallinikos, J., 2015. New games, new rules: big data and the changing
context of strategy. Journal of Information Technology, 30(1), pp.44-57.
Gillespie, K. and Riddle, L., 2015. Global marketing. Routledge.
Grant, R.M., 2016. Contemporary strategy analysis: Text and cases edition. John Wiley & Sons.

18CHANGING THE MARKETING STRATEGY
Green, F. and Stern, N., 2017. China's changing economy: implications for its carbon dioxide
emissions. Climate policy, 17(4), pp.423-442.
Karami, A., 2016. Strategy formulation in entrepreneurial firms. Routledge.
Lee, J.Y., Kozlenkova, I.V. and Palmatier, R.W., 2015. Structural marketing: Using
organizational structure to achieve marketing objectives. Journal of the Academy of Marketing
Science, 43(1), pp.73-99.
Lee, J.Y., Kozlenkova, I.V. and Palmatier, R.W., 2015. Structural marketing: Using
organizational structure to achieve marketing objectives. Journal of the Academy of Marketing
Science, 43(1), pp.73-99.
Lee, N.R. and Kotler, P., 2015. Social marketing: Changing behaviors for good. Sage
Publications.
Ostrom, A.L., Parasuraman, A., Bowen, D.E., Patrício, L. and Voss, C.A., 2015. Service
research priorities in a rapidly changing context. Journal of Service Research, 18(2), pp.127-159.
Parnell, J.A., Long, Z. and Lester, D., 2015. Competitive strategy, capabilities and uncertainty in
small and medium sized enterprises (SMEs) in China and the United States. Management
Decision, 53(2), pp.402-431.
Piercy, N.F., 2016. Market-led strategic change: Transforming the process of going to market.
Routledge.
Rowley, J., 2016. Information marketing. Routledge.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.

19CHANGING THE MARKETING STRATEGY
Sull, D., Homkes, R. and Sull, C., 2015. Why strategy execution unravels—and what to do about
it. Harvard Business Review, 93(3), pp.57-66.
Teece, D., Peteraf, M. and Leih, S., 2016. Dynamic capabilities and organizational agility: Risk,
uncertainty, and strategy in the innovation economy. California Management Review, 58(4),
pp.13-35.
Thompson, A., Strickland, A.J. and Gamble, J., 2015. Crafting and executing strategy: Concepts
and readings. McGraw-Hill Education.
Wilden, R. and Gudergan, S.P., 2015. The impact of dynamic capabilities on operational
marketing and technological capabilities: investigating the role of environmental turbulence.
Journal of the Academy of Marketing Science, 43(2), pp.181-199.