MARKETING MANAGEMENT.

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the student
Name of the university
Author note

MARKETING MANAGEMENT1
Task 1
Introduction to BBQ Fun
The organization, BBQ Fun was established in the year 2009 and since the organization
developed the operations with the objective of adhering to the needs of the customers. However,
the enhancement of competition among the corporate retail environment and the changing
buying patterns of the customers relying on the technological innovations affected the market
growth and sales of the venture. Currently the organization operates through stores in Brisbane
(Kenmore) and Gold Coast. However, the venture aimed at developing the rate of sales while
improving the rate of marketing operations. The research will evaluate the different marketing
opportunities for the organization with the objective of enhancing the rate of sales while
operating in the different markets.
Market information and trends
The major market trends are reliant on the outdoor lifestyle stores which aimed at
attracting the attention of the sophisticated and informed customer. The customers of the
organization focused more on the quality of the offerings and the manner in which the products
offered a value to the same. In this relation, it has been noted that the estimated market share of
the organization is 52% with a growth of 7% within a year. The venture is planning to reduce the
costs of the operations with the objective of improving the profitability of the same while making
a market expansion. On the other hand, it has been noted in the year 2009 that the national
outdoor lifestyle market reached $300 million which again supported the growth of the
organization while operating in the different markets. In this relation the enhancement of the
disposable income of the customers and the enhanced affordability supported the organization in

MARKETING MANAGEMENT2
enhancing the rate of sales. However, the enhancement of competition in the corporate retail
industry affected the growth of the business while operating in the different markets. It has been
noted that the organization developed a range of operations with the objective of attracting the
attention of the customers towards the product offerings made by the same. However, the lack of
e-commerce platform restricted the scope of the organization to expand their venture while
adhering to the needs of the customers. It has been noted that the major trend that is shaping the
customer preferences are related to the quality of the products that are being proposed by the
organizations. In this relation, the unique quality of the offerings that are made by the
organization supported the same in maintaining the efficiency of the operations while operating
in the different markets.
Competitor performance
National competitors
The Yard: the organization offers a limited selection of Australian made commodities but the
improved quality of the products and the utilization of e-commerce supported the organization in
enhancing the competitive position of the same while operating in the different markets.
Outdoorz: The organization holds few stores which offer good value process for the
commodities. The organization proposes domestic product in alignment with the needs of the
customers while considering the e-commerce options.
Local competitors
The local competitors of the organization, BBQ Fun, has acquired a market share of 30%.
The enhanced rate of new entrants in the markets has also posed a serious threat to the market
share of the concerned organization while operating in the different markets On the other hand,

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the lack of efficient marketing activities restricted the growth and expansion of the venture while
operating in the different markets. However, it has been noticed that the quality of the offerings
that are provided by the concerned organization supported the same in retaining the trust and
loyalty of the customers. Therefore, the different aspects of change in the organizational
operations are reliant on the effective design of the marketing decisions in alignment with the
needs of the customers. The enhanced market share of the organization in the respective markets
of operations supported BBQ Fun in enhancing the rate operations. However, the lack of e-
commerce integration affected the capacity of the organization in maximizing the market share.
SWOT
Strengths
 Excellent customer services are
provided to the employees through
recruitment of skilled personnel
 Enhanced rate of communication with
the customers
 High levels of customer loyalty
 Diversity of product offerings with the
objective of exceeding the
propositions made by the competitors
Weaknesses
 Limited online presence of the
organization minimized the brand
awareness among the groups of the
customers
 Enhanced operational costs resulting
to minimized marginal income and
repayment plans taken down by the
customers
Opportunities
 Growing opportunity for online sales
through development of e-commerce
platforms
 Developing sales opportunities in
South-East Queensland through
dynamic marketing processes
Threats
 New entry of national chains in
Brisbane and developing market
through potential online sales
 Slowdown in economy reducing the
disposable income of the customers