Strategic Marketing Plan for Adventure Caravans

Marketing
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Executive Summary
The purpose of the report is to prepare the strategic marketing plan for the company in case
study. In the present era, the company is dealing with the intense competition in the market due
to which it becomes essential for them to take the right steps. Considering the same, the analysis
of the strategic direction of the company will undertake in the report. In addition, the review of
the marketing performance from the future aspect will be conduct. Moreover, the finding reflects
the different opportunities and threats presented with the help of PEST analysis. The objectives
of the company are set for the next 3 years with the help of marketing mix. The timeframe for the
activities is presented with the analyses of the risk that will be faced by company.

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Contents
Introduction......................................................................................................................................4
Identify Strategic Direction.............................................................................................................5
Company background..................................................................................................................5
Identification of business current direction and targets...............................................................6
Situational Analysis.................................................................................................................6
Profit and loss..........................................................................................................................7
Market position matrix............................................................................................................8
Positioning map.......................................................................................................................9
Legal and ethical issues.........................................................................................................10
Review of Marketing Performance................................................................................................11
Market research.........................................................................................................................11
SWOT analysis..........................................................................................................................12
Strengths................................................................................................................................12
Weaknesses............................................................................................................................12
Opportunities.........................................................................................................................13
Threats...................................................................................................................................13
PEST Analysis...........................................................................................................................13
The scope of Marketing Opportunities..........................................................................................14
Cost-Benefit Analysis................................................................................................................14

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ROI – return on market investment...........................................................................................15
Industry Forecasts......................................................................................................................15
Formulate Marketing Objectives...................................................................................................16
Marketing Mix...........................................................................................................................16
Timeframes................................................................................................................................17
Risk Management Plan..............................................................................................................17
Conclusion.....................................................................................................................................19
References......................................................................................................................................20

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Introduction
The aim of the report is to perform the role of a marketing consultant and to prepare the strategic
marketing plan for the Adventure caravans. The owner of the company has contacted the several
marketing consultancy businesses with the motive to get assistance for preparing the strategic
marketing plan for setting pout the marketing objectives for the next 3 years. The case study
based on Adventure canvas is given which help in forming the strategic marketing plan. The
report includes a detailed analysis in a different section that is discussed below.

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Identify Strategic Direction
Company background
Adventure Caravans is a family owned business that is present in Melbourne with this company
is able to maintain its business operations for the next 30 years. The core business operation of
the company is to manufacture and sell Caravans.
Mission: - The mission of the company is to manufacture quality family caravans with the
obligation to fulfil the needs of the target market. In addition to this, the company believes in
everlasting adventures and memories that are a priority of the company. The mission of the
company is to be a responsible employer who can offer employees with a safe and secure
working environment.
Vision: - The vision of the company is to be recognised as a leading manufacturer and supplier
of the quality recreating as well as the commercial caravan and campers in Australia.
Organisational chart