Developing Organisational Marketing Objectives for Adventure Caravans

Develop Organisational
Marketing Objectives

Table of Contents
INTRODUCTION...........................................................................................................................3
SECTION 1......................................................................................................................................3
A. Organisation’s mission, vision, purpose and values..............................................................3
B. Strategic organisational documents to identify organisational directions and targets............3
C. Situational analysis identifying factors impacting the direction and performance................4
D. Legal and ethical requirements for the organisation..............................................................4
E. Strategic direction of the organisation....................................................................................5
SECTION 2......................................................................................................................................5
A. Evaluate the effectiveness of previous marketing and positioning strategies........................5
B. SWOT analysis.......................................................................................................................5
C. Evaluate previous marketing opportunities captured by the organisation..............................6
D. Evaluate the marketing performance against previous objectives.........................................6
SECTION 3......................................................................................................................................7
A. Identify and analyse marketing opportunities........................................................................7
B. An assessment of external factors..........................................................................................7
C. Analyse opportunities for likely fit with the goals and objectives of the organisation..........8
D. Impact of e-marketing on current business and customer base..............................................8
SECTION 4......................................................................................................................................8
A. Develop objectives in consultation with key internal stakeholders.......................................8
B. Ensure objectives are consistent with forecast needs of the business and market.................9
C. Compatibility of objectives with the organisation’s projected capabilities, resources and
financial position.........................................................................................................................9
D. Ensure objectives are compatible with the organisation’s direction and purpose................10
E. Formulate long-term strategic objectives and related key performance indicators..............11
F. Develop a risk management strategy to identify risks and manage contingencies...............11
G. Document marketing objectives...........................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing refers to the promotion or advertisement of products, services or organisation
in order to raise the performance, profitability and productivity. Marketing plays a major role in
making the reach to a large number of potential customers who can buy the product or services
of a firm. The taken firm in this assignment essay is Adventure Caravans which is a family
owned business in Melbourne. The firm is operating from last 30 years and recognised as the
number one manufacturer and supplier of quality recreation and commercial caravan and
campers in Australia. This report will also discuss the situational analysis along with the legal
and ethical requirements. This report will analyse the SWOT Analysis, PEST Analysis, Cost
Benefit Analysis, ROI – return on market investment, Industry Forecasts etc. In the end, a risk
management strategy will be developed to identify risks and manage contingent situations.
SECTION 1
A. Organisation’s mission, vision, purpose and values
Adventure Caravans is a commercial caravan and campers manufacturer in Australia
which 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 target
market. Everlasting family adventures and memories is the priority of the firm.
Vision: To get the recognition of the best manufacturer and supplier of quality recreation
and commercial caravan and campers in Australia country.
Values: To become a responsible employer who can provides a safe and healthy working
to the employees for enhancing their capability and skills. The management of the firm is
conducting market research in order to keep the consistency and reliability as well in proper
manner.
Purpose: To provide the best quality commercial caravan and campers services to the
customers in order to enhance the profit and revenue of the firm.
B. Strategic organisational documents to identify organisational directions and targets
It has been analysed from the company's documents that the firm has developed some
goals which must be achieved in a determined time period. The management needs to do proper
analysis of market through qualitative and quantitative methodologies. The firm wants to
increase the market share by 15% which can be achieved by using proper directions and target.

Direction: Adventure caravan are manufacturing their caravans with unique features and
durability which will satisfy the needs of customers. Market share of the firm can be enhanced
by 15% by using the proper promotional activities and by producing quality based products and
services.
Targets: Target of the firms are middle and higher class people who has the strong deed
to travel. The firm can promote their products to such customers so that the market share can be
enhanced along with the sales.
C. Situational analysis identifying factors impacting the direction and performance
There are various factors which can impact the direction and performance of the business
as given below:
Competitors: In Australia, there are over 130 caravan manufacturers and the competition
is high in the caravan manufacturing industry due to which Adventure caravans needs to increase
the use of innovative technique while manufacturing their caravans. The competitors of the
Adventure caravans can impact the business performance of the company (Ansoff, Kipley and
et. al., 2019).
Technology: The ongoing changes in the technology has provided the opportunities to the
Adventure caravans for introducing new caravans models with innovative features (Ashkenas,
Ulrich, Jick and Kerr, 2015). Through these models, company is aiming to enhance the market
share in Australia as well as to enhance the customer satisfaction from the new products.
D. Legal and ethical requirements for the organisation
There are several legal and ethical requirements which must be followed by the
Adventure Caravans as discussed below: Work health and safety act, 2011: It states that the employer or organisations needs to
provide the safety to the employees while they perform their roles and functions at the
workplace (De Bruin and Doebeli, 2015). Workplace Relations Act, 1996: It states that the employees has the right to apply for
relief in case of unfair dismissal, termination unlawfully. Through this act, employees can
apply for compensation if they are terminated without any issue or problem.
 The Australian Association of National Advertisers: The Adventure caravan is a
member of The Australian Association of National Advertisers (AANA) which assisted
the firm in grabbing a good position of marketplace in Australia by following the rules