Marketing and Management Planning

Running head: MARKETING AND MANAGEMENT PLANNING
Marketing and management planning
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1MARKETING AND MANAGEMENT PLANNING
Table of Contents
Introduction................................................................................................................................3
Analysis of issues.......................................................................................................................3
Objectives of marketing.............................................................................................................3
Segmentation, target market and positioning.............................................................................4
Appropriate marketing mix........................................................................................................5
Conclusion..................................................................................................................................7
References..................................................................................................................................8

2MARKETING AND MANAGEMENT PLANNING
Introduction
The report is prepared to discuss about the marketing related aspects and management
planning considering the business organisation named Target Australia Pty Ltd. The company
is a medium sized department store chain that has been owned by Wesfarmers and has more
than 294 stores all over Australia. The company is known for its selling of good quality
clothing products and accessories, home wares, electronic goods, consumer electronics, etc.
to cater the needs and requirements of the people easily. The topic will highlight the
marketing related issues, as stated in the previous assignment and how can the organisation
deal with those issues by setting clear marketing goals and objectives along with focusing on
the targeted market segments through effective segmentation, targeting and positioning
(Mullins et al., 2013). The most effective marketing mix strategy will also allow for
extending the marketing mix components, furthermore ensure use of effective marketing
theories and ensuring development of a proper market plan required to meet the marketing
goals and objectives and enable the business to sustain in the competitive marketplace of
Australian supermarket chain. The 12 month marketing plan shall be developed with focus on
prioritising the issues and manage properly addressing those to ensure meeting the business
goals and objectives with ease and effectiveness too (Target.com.au, 2019).
Analysis of issues
The major issues related to the marketing at Target Australia Pty Ltd include lack of
engagement of social media platforms, duplication of brand and the products and services,
lack of marketing positioning and poor online shopping services and failing to deliver the
products and services to the customers faster. The penetration to the market is also considered
as a major marketing issue and all the other issues will be addressed by the organisation in
the 12 month term marketing plan (Baker, 2014).
Objectives of marketing
Based on the SMART goal setting criteria, the goals and objectives are linked with
the different kinds of marketing issues, which are needed to be included in the 12 month term
marketing plan by Target Australia. The three major goals and objectives are as follows:
Specific (S) - To enable proper marketing positioning for differentiating the products from its
competitors and create positive mind-sets among the customers of Target Australia

3MARKETING AND MANAGEMENT PLANNING
Measurable (M) – To use the social networks or social media platforms to manage online
channels for the distribution of products and services in different market segments with ease
Realistic (R) – To manage differentiation of products and services for ensuring that the
consumers can distinguish between the brand products and the offerings made by other
competitors in the marketplace.
All these goals and objectives are set based on the SMART criteria and have been
created according to the issues related to marketing faced by the organisation. Firstly, the
company was facing issues associated with the market positioning, which made the
organisation fail to occupy the minds of the clients properly, which further resulted in making
them unable to differentiate between the company products and offerings made by the
competitors as well (Copley, 2014). The market positioning issues are also associated with
the other rivalries in the specific product categories whereas customer perception of the brand
also may be related to poor brand and market positioning.
The lack of engaging social networks is also one of the major causes of poor brand
exposure and awareness spread among the customers, which in turn, reduced the sales
generation and profit level too. The objective is to involve the social media platforms and to
ensure that more and more clients are aware of the products and services offered, furthermore
their buying behaviours will also get influenced. The use of social media should also engage
more clients and facilitate the online sales and distribution channels, furthermore create
convenience for the customers to gain access to the products and services effectively
(McDONALD, 2016). The Information and communication technology integrated with the
use of social networks could also improve the level of communication between the business
and its clients and even allow Target Australia to create confidence among the customers
before making any purchases.
For the third goal or objective that is being set, it is based on the issues or problems
that have been common and it is duplication of products as well as the brand. To overcome
this problem, the company needs to manage differentiation of products, which could be
possible with the addition of some distinguishable features and enhance the product
performance and attributes to meet the consumers’ demands and expectations, furthermore
bring some uniqueness through the creation of a new product by the brand (Lusch & Vargo,
2014). With the uniqueness quotient developed for the brand and its products, the objective
has been to enable product as well as brand differentiation, which should not only make the