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Develop Organisational Marketing Objectives Assignment - Adventure Caravans

   

Added on  2020-10-22

14 Pages4095 Words368 Views
Develop OrganisationalMarketing Objectives
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Table of ContentsINTRODUCTION...........................................................................................................................3SECTION 1......................................................................................................................................3A. Organisation’s mission, vision, purpose and values..............................................................3B. Strategic organisational documents to identify organisational directions and targets............3C. Situational analysis identifying factors impacting the direction and performance................4D. Legal and ethical requirements for the organisation..............................................................4E. Strategic direction of the organisation....................................................................................5SECTION 2......................................................................................................................................5A. Evaluate the effectiveness of previous marketing and positioning strategies........................5B. SWOT analysis.......................................................................................................................5C. Evaluate previous marketing opportunities captured by the organisation..............................6D. Evaluate the marketing performance against previous objectives.........................................6SECTION 3......................................................................................................................................7A. Identify and analyse marketing opportunities........................................................................7B. An assessment of external factors..........................................................................................7C. Analyse opportunities for likely fit with the goals and objectives of the organisation..........8D. Impact of e-marketing on current business and customer base..............................................8SECTION 4......................................................................................................................................8A. Develop objectives in consultation with key internal stakeholders.......................................8B. Ensure objectives are consistent with forecast needs of the business and market.................9C. Compatibility of objectives with the organisation’s projected capabilities, resources andfinancial position.........................................................................................................................9D. Ensure objectives are compatible with the organisation’s direction and purpose................10E. Formulate long-term strategic objectives and related key performance indicators..............11F. Develop a risk management strategy to identify risks and manage contingencies...............11G. Document marketing objectives...........................................................................................13CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................15
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INTRODUCTIONMarketing refers to the promotion or advertisement of products, services or organisationin order to raise the performance, profitability and productivity. Marketing plays a major role inmaking the reach to a large number of potential customers who can buy the product or servicesof a firm. The taken firm in this assignment essay is Adventure Caravans which is a familyowned business in Melbourne. The firm is operating from last 30 years and recognised as thenumber one manufacturer and supplier of quality recreation and commercial caravan andcampers in Australia. This report will also discuss the situational analysis along with the legaland ethical requirements. This report will analyse the SWOT Analysis, PEST Analysis, CostBenefit Analysis, ROI – return on market investment, Industry Forecasts etc. In the end, a riskmanagement strategy will be developed to identify risks and manage contingent situations.SECTION 1A. Organisation’s mission, vision, purpose and valuesAdventure Caravans is a commercial caravan and campers manufacturer in Australiawhich has their own values, mission, vision and purpose. These are discussed below:Mission: To manufacturer quality family caravans in order to fulfil the needs of the targetmarket. Everlasting family adventures and memories is the priority of the firm. Vision: To get the recognition of the best manufacturer and supplier of quality recreationand commercial caravan and campers in Australia country. Values: To become a responsible employer who can provides a safe and healthy workingto the employees for enhancing their capability and skills. The management of the firm isconducting market research in order to keep the consistency and reliability as well in propermanner.Purpose: To provide the best quality commercial caravan and campers services to thecustomers in order to enhance the profit and revenue of the firm.B. Strategic organisational documents to identify organisational directions and targetsIt has been analysed from the company's documents that the firm has developed somegoals which must be achieved in a determined time period. The management needs to do properanalysis of market through qualitative and quantitative methodologies. The firm wants toincrease the market share by 15% which can be achieved by using proper directions and target.
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Direction: Adventure caravan are manufacturing their caravans with unique features anddurability which will satisfy the needs of customers. Market share of the firm can be enhancedby 15% by using the proper promotional activities and by producing quality based products andservices.Targets: Target of the firms are middle and higher class people who has the strong deedto travel. The firm can promote their products to such customers so that the market share can beenhanced along with the sales. C. Situational analysis identifying factors impacting the direction and performanceThere are various factors which can impact the direction and performance of the businessas given below:Competitors: In Australia, there are over 130 caravan manufacturers and the competitionis high in the caravan manufacturing industry due to which Adventure caravans needs to increasethe use of innovative technique while manufacturing their caravans. The competitors of theAdventure caravans can impact the business performance of the company (Ansoff, Kipley andet. al., 2019).Technology: The ongoing changes in the technology has provided the opportunities to theAdventure caravans for introducing new caravans models with innovative features (Ashkenas,Ulrich, Jick and Kerr, 2015). Through these models, company is aiming to enhance the marketshare in Australia as well as to enhance the customer satisfaction from the new products.D. Legal and ethical requirements for the organisationThere are several legal and ethical requirements which must be followed by theAdventure Caravans as discussed below:Work health and safety act, 2011: It states that the employer or organisations needs toprovide the safety to the employees while they perform their roles and functions at theworkplace (De Bruin and Doebeli, 2015). Workplace Relations Act, 1996: It states that the employees has the right to apply forrelief in case of unfair dismissal, termination unlawfully. Through this act, employees canapply for compensation if they are terminated without any issue or problem. The Australian Association of National Advertisers: The Adventure caravan is amember of The Australian Association of National Advertisers (AANA) which assistedthe firm in grabbing a good position of marketplace in Australia by following the rules
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