Marketing Strategy and Practices

Running head: MANAGEMENT
Marketing Strategy and Practices
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Executive Summary:
The aim of the report is to provide an insight into Go Media Limited and put forward a brief
analysis of the company in context of industry analysis, marketing strategies and positioning,
recommendations for the future marketing in relation to business to business (B2B) and business
to customers (B2C) and financial metrics that includes KPI, shareholder’s value, net profit, ROI,
ROM and the life time value of customers that enhances competitive advantage of the firm. The
audience for this particular business report has been the clients of Go Media Limited across New
Zealand. The key findings of the report have been the stronger brand presence and how the
company is successfully creating nationwide billboard and bus advertising. Some of the other
findings have been the world class digital billboard and bus advertising created by the company.
The report also provides future recommendations on the social media marketing and cost focus
strategy that defined the future growth of the company. The study also analyzes the financial
metrics of Go Media Limited with a focus on the KPI, Net Profit, Customer Lifetime Values and
the Stakeholder Value with an impact on the performance. The report also provides an insight
into how Go Media Limited uses the product differentiation and cost focus strategy in reaching
larger base of customers. The limitations of the report have been the availability of limited
academic literature on the industry analysis of outdoor advertising, marketing practice, annual
report and the company website. The content of the report has been supported by journal
references.

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Table of Contents
Introduction:....................................................................................................................................3
3 a. PESTEL Analysis.....................................................................................................................4
3b.(i). Two Marketing Strategy.......................................................................................................9
3b.(ii). Recommendations for Future Marketing Related to B2B and B2C.................................13
3c. Financial Metrics.....................................................................................................................15
Conclusion:....................................................................................................................................19
References:....................................................................................................................................21

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Introduction:
The report aims at providing a review of Go Media Limited from perspective of industry
analysis, marketing strategies and position, future marketing related to the business to business
(B2B) and the business to customers (B2C) and the financial metrics including KPI, net profit,
shareholder’s value, ROM, ROI and the customer life time value for enhancing the competitive
advantage of the company. The company is one of the biggest independent providers of outdoor
media in New Zealand (gomedia.co.nz, 2019). They represent one of the progressive suppliers
for the direct clients and the agencies who seekmedia solutions within the New Zealand. The
mission of the company lies in delivering highly personalized and exceptional media solutions to
the clients thereby ensuring that they receive exposure like a premium brand. Go Media operated
dedicated a direct and agency-based sales team based in Christchurch, Auckland and Palmerston
North. This ensures a stronger national and local presence, thereby allowing in the creation of
perfect campaign for each of the individual clients. The company aims in becoming a preferred
company for both the agencies and the direct clients and also in becoming employer of the
choice for its superior sales and the support team. The company operates from New Zealand and
values flexibility, innovation, commodity focus and fun.
The company designs billboards of varied sizes and also undertakes bus advertising. The
selected billboard sites includes Auckland, Blenheim, Bay of Plenty, Dannevirke, Christchurch,
Gisborne, Dunedin, Hamilton, Invercargill, Levin, Hawke's Bay, Nelson Airport, New Plymouth,
Masterton, Palmerston North, Otaki, Rotorua, Picton, Ruapehu, Wairarapa, Taupo, Wellington,
Wanganui, Whangarei and West Coast (gomedia.co.nz, 2019). The company resorts to bus

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advertising as it offers stronger recall and a higher exposure. Besides, people can easily
remember bus advertising and change their brand preferences as and when required.
The competitors of the company include APN Outdoors, NZ Outdoor Advertising
Services and Billboards New Zealand. APN Outdoors provides media coverage from the
billboard site of Whangarei to Invercargill. On the other hand, NZ Outdoor Advertising Services
aids advertisers in booking bus, billboard, shelter, campaigns of the shopping centre and airport.
Billboards New Zealand also aids outdoor as well as billboard advertising across New Zealand.
The financial position of the company is marked by substantial profit that contributes to
the growth and reputation of the country.
The report commences with an industry analysis through a PESTLE framework. The
report also focuses on the marketing strategy taking into account the product differentiation and
the direct strategy for marketing by focusing on both the positive and the negative aspects. The
report also puts forward recommendations on the future marketing that is related to the B2B and
the B2C along with a discussion of the financial metrics.
3 a. PESTEL Analysis
Political:
In the last few years, the outdoor advertising industry is estimated for witnessing an
enhanced political interest since outdoor advertising campaign has been undertaken by the
political groups as a means for delivering thought, believes and ideas(Cheung& Leung, 2017). In
this regard, the positive viewpoint is that the political parties in New Zealand work in
coordination with the local and the central government and also the public for ensuring

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supportable use of the resources and agreement in relation to the licensing of the natural resource
and the other process. Political support is necessary for the evolution of the industry structure in
making possible growth. The negative aspect lay in terms of guidelines where the government
ensured that all the plans and the policies related to the resource availability and environmental
and energy concerns needed an intervention of the local and the central government.
It is to be noted that the billboards and outdoor advertising service industry is in the
growth stage of economic life cycle (Crain, 2019). The industry expands at a faster pace than
general economy and it strengthened its position within entire advertising market through
adoption of newer technology and by exploration of newer locations. For example, the industry
value addition that measured contribution to economy is expected to have projected growth of
about 7.5 percent over 10 years that would even exceed the projected growth of the GDP of
Australia. In fact, the rate of the industry expansion have been underpinned by the solid growth
in the demand, buying media agents and an increased share of total advertising market due to the
deviation from the traditional advertising related to broadcasting.
Economic:
The economic situation is considered comparatively better in New Zealand with
economical rate of product, lower rate of inflation and unemployment drove the economy
towards a positive growth (Kelsey, 2015). However, in recent times, the central bank of New
Zealand reduced the rate by a half percent based on the argument that the economy faces
recession and the GDP of the country fell by 0.2 percent in second quarter thereby placing the
country in the first recession of the decade (Ford& Wood, 2015)