Marketing Management for Plum Hospitality Group Pty Ltd in Australian Markets

The report will focus on identifying the different marketing elements that might be employed by Plum Hospitality Group Pty Ltd while proposing their line of products to the health conscious female customers in Australian markets. In this relation, the different risks that might be faced by the organization and the mitigation strategies will be enumerated in the research.

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

1MARKETING MANAGEMENT
Executive summary
The report will focus on identifying the different marketing elements that might be employed by
Plum Hospitality Group Pty Ltd while proposing their line of products to the health conscious
female customers in Australian markets. In this relation, the different risks that might be faced by
the organization and the mitigation strategies will be enumerated in the research. The research
will also enumerate the budgetary approach and a forecast for identifying the costs that might be
undertaken by the organization during the marketing campaign implementation. The purpose of
undertaking the research is to provide an overview of the marketing challenges and the mitigation
strategies that might be considered by the concerned organization while expanding in the
Australian markets.

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Table of Contents
1. Introduction..................................................................................................................................3
2. Implementation plan for launch using Marketing Mix elements.................................................3
2.1 Product....................................................................................................................................3
2.2 Promotions..............................................................................................................................4
2.3 Price........................................................................................................................................4
2.4 Place.......................................................................................................................................5
3. Critical risk analysis identifying key sites of risk........................................................................5
3.1 PR, social, ethical and regulatory...........................................................................................5
3.2 A short PR response plan including proactive and reactive contingency..............................8
4. Suggested budgetary methods and forecasting...........................................................................12
5. Dashboard and data management suggestions...........................................................................12
6. Conclusion and key managerial take-aways...............................................................................13
6.1 Conclusion............................................................................................................................13
6.2 Key Managerial takeaways...................................................................................................13
References......................................................................................................................................15

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1. Introduction
Marketing management helps an organization in undertaking systematic evaluation of the
diverse feasibilities in the market. The identification of the needs of the diverse customers and
thereby positioning their product in the market helps an organization in upholding the smooth
functioning of the systems. The discussion will identify the different marketing initiatives that
might be undertaken by the Plum Hospitality Group Pty Ltd (Plum) while positioning their
propositions to the female customers in Australian markets. The discussion will undertake an
evaluation of the different marketing mix elements and the manner in which the entrepreneurs
might mitigate the risks. The report will also enumerate the budget for identifying the different
costs that might be undertaken by the organization while marketing the products.
2. Implementation plan for launch using Marketing Mix elements
2.1 Product
The concerned organization, Plum Hospitality Group Pty Ltd (Plum), aimed at developing
‘healthy choices’ product category for providing the customers with healthy, fresh and high
quality edibles. The diversity in the range of product offerings would support the organization in
upholding the efficiency of the operations in accordance to the needs of the business. The
organization aimed at providing an excellent dining experience to the customers. The diverse
range of services will aim at providing the female customers with natural propositions with
nutritional benefits. Huang and Sarigöllü (2014) stated that the development of the product range
in accordance to the needs of the customers assist a business undertaking in upholding the
efficiency of the operations. Ngo and O'Cass (2012) also noted that the diversity in the range of
product offerings helps an organization in maximizing the customer loyalty. The enhanced
quality of the products and the lack of preservatives being used in the product range will be
attracting the attention of the target customers.

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2.2 Promotions
The organization will be undertaking a range of sales promotional techniques through
discounts and offers. The organization will also undertake promotions through Facebook and
YouTube media channels, as around 60% of the Australians utilize the social media platforms
(O'Cass and Heirati 2015). The utilization of the social media platforms would support the
organization in upholding the efficiency of the operations in accordance to the needs of the
business. The delineation of the promotional campaigns is based on the assessment of the
psychological needs of the Generation Y. The youthful female customers are more concerned
about the quality of the food and beverages over time. Therefore, promotions through the
utilization of the social media platforms would support the organization in attracting the attention
of the target audience more feasibly. The major objective of the organization is to maximize the
sales volume by 10% in the fiscal year 2019- 2020, which will be supported through the
development of aggressive advertisement and promotional techniques (Mintz and Currim 2013).
Gordon (2012) stated in the research that the effective utilization of the promotional activities
helps an organization in maximizing the customer base in accordance to the needs of the
business. The different sales promotion techniques that will be invested by the organization,
relating to discounts and offers, help the same in attracting the attention of health-conscious and
well-educated professional woman.
2.3 Price
The organization will be implementing the competitive pricing strategy to attract the
attention of the health-conscious female customers. The organization will propose a slightly high
priced proposition over the competitor’s products. However, the concern of the female customers
relating to the quality of the edible natural products will support the organizational operations.
The implementation of competitive pricing strategy will help the business in enhancing the
profitability of the business without losing the loyalty of the customers. The competitors of the
concerned organization propose a price offering of AU$ 1.70 (Singh 2012). Therefore, the

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concerned organization will be proposing the product for AU$ 2.00 per buy. The slight high price
of the product offering is due to the higher quality of the product and the natural handmade
collections, which would support the organization in attracting the attention of most of the
customers in the market.
2.4 Place
The major channel of distribution that will be undertake by the organization is through the
registered restaurants and hotels (Hanssens et al. 2014). The organization will provide the
customers with online registering options through enhancement in the design of the websites. It
would support the organization in maximizing the sales revenue of the same while operating in
diverse international markets. Khan (2014) stated that the utilization of the online registration
options helps an organization in assisting the targeted customers to book a place for the same and
thereby receiving an unique dinner experience. Therefore, the utilization of the e- shopping
platforms would support the organization in upholding the efficiency of the business operations.
3. Critical risk analysis identifying key sites of risk
3.1 PR, social, ethical and regulatory
PR
The extended differences between the actual value and the perceived value of the
proposition might affect the organizational initiatives of promoting the dairy products for the
vegans. The enhanced differences between the perceived product offering and the actual offering
might result to lack of satisfaction among the female customers of the business in the Australian
markets. The female customers, being educated and professional, cares of the quality of the pro
duct that is offered by the business over the pricing attributes. Therefore, the maximization of the
differences between the perceived value and the actual value might affect the smooth functioning
of the systems as pert the needs of the business. Helm and Gritsch (2014) stated that the major
objective of a business venture is to ensure the satisfaction of the customers through the value

6MARKETING MANAGEMENT
proposition in accordance to the expectations of the same. In this relation, the organization might
face significant issues while upholding the product development process in accordance to the
expectation of the customers. Davari and Strutton (2014) stated that the enhanced quality of the
PR initiatives helps an organization in upholding the efficiency of the operations in accordance to
the sustenance needs of the business. In this relation, the distinct differences between the
perceived and actual value proposition might affect the PR initiatives of the business.
Social
The change in the taste and preference pattern of the vegan customers might affect the
propositions made by the concerned organization. The organization faces the threat of new
entrants with improved product offerings that might attract the attention of the female customers.
Amini et al. (2012) stated that the changes in the preference patterns of the customers help an
organization in upholding the efficiency of the operations in accordance to the needs of the
business. It has been researched that the health-conscious, affluent, well-educated professional
women switches their tastes based on the satiation level (Gilaninia et al. 2013). The concerned
organization face the risk of customer saturation through the range of products that are delivered
by the same. Stead and Hastings (2018) stated that the identification of the changing needs of
the customers helps an organization in upholding the efficiency of the product development
process. In this relation, the different aspects of change that might be undertaken by the
organization to avoid customer saturation is to develop new range of products for retaining the
interests of the female customers towards their product offerings.
Ethical
The ethical dilemma that is faced by the organization aims at upholding the efficiency of
the operations in accordance to the needs of the business. The lack of suitable quality
management mechanisms might affect the smooth functioning of the systems in accordance to the
objectives of the business. On the other hand, the Australian female customers focus more on the
quality of the products over the cost of the organizational propositions. The health conscious

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female customers of the organization are more focused on the nutritional value that is derived
from the edibles that are being proposed by the business. The lack of organizational capability to
retain the quality standards might challenge the competitive position of the same in the Australian
markets.
Jackson and Ahuja (2016) stated that reliability of the organization and the quality assurance
helps the same in retaining the trust of the target customers. The trust and loyalty of the target
customers would support the business in upholding the efficiency of the operations. Therefore,
the concerned organization must take steps to introduce suitable quality management and control
mechanisms to avoid degradation in the quality of the propositions.
Regulatory
The imposition of different legislative and regulatory restrictions might affect the smooth
functioning of the systems (Mihart 2012). Adherence to the regulations would be helping the
concerned organization in upholding the efficiency of the operations in accordance to the needs
of the business. The regulations help an organization in controlling and monitoring the quality of
the products and services that are proposed by the business. In accordance to the case of the
concerned organization, strict legislative restrictions are applied on the product offerings to
ensure the enhanced quality of the products. The application of ISO 9001 on the food and
beverage safety might affect the smooth functioning of the systems (Bahadir, Bharadwaj and
Srivastava 2015). The imposition of the standard on the organizational operations will ensure the
enhanced quality of food and beverages in the Australian markets. Wongleedee (2015) stated that
the lack of proficient quality management procedures in the organization might affect the loyalty
of the customer base. In accordance to the case of the concerned organization, lack of proficient
quality management and controlling mechanisms might be affected through the imposition of the
standard. The lack of proficient adherence to the quality standards in accordance to the ISO 9001
might affect the brand image of the business.

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3.2 A short PR response plan including proactive and reactive contingency
Risks Concerned
people
Proactive
activities
Reactive
activities
Timeframe
Difference
s between
actual and
perceived
value
proposition
Marketing
personnel of the
organization
The organization
must take steps to
make the
customers aware
of the actual
product offering
to avoid irrational
buying of the
consumers based
on the perceived
value proposition.
Making the
female customers
aware of the
product
propositions
would support the
organization in
upholding the
efficiency of the
marketing
initiatives in
accordance to the
The organization
must undertake
aggressive
promotional
activities for
making the
female customers
aware of the
product’s
competitive edge
over the other
offerings made
by the
competitors. The
delineation of the
competitive edge
to the customers
would support
the organization
in assisting the
same in assisting
the buyer’s
3 – 6
months

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objectives of the
business.
decision making.
Change in
taste
patterns of
customers
Market research
team
The organization
must take steps to
develop a market
research team to
identify the
change in the
taste and
preferences of the
female customers
in Australia. The
identification of
the needs of the
female customers
would support the
organization in
developing the
product range for
retaining the
loyalty of the
customer base.
The organization
must take steps to
support and
strengthen the
R&D department
to support the
needs of the
customers. The
development of
the new range of
products would
support the
organization in
upholding the
efficiency of the
product design in
accordance to the
needs of the
female customers
in Australia.
3- 7 months
Quality of
the
proposition
Quality
assurance team
of the
organization
The organization
must take steps to
empower an
efficient quality
The development
of monitoring
and controlling
mechanisms
5 – 7
months

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management
team for
monitoring and
controlling the
product
propositions in
accordance to the
needs of the
business. The
key changes that
might be
undertaken by the
organization aims
at upholding the
efficiency of the
operations in
accordance to the
needs of the
customers.
might be
undertaken by the
organization to
avoid quality
related issues.
Monitoring and
controlling the
processes of the
organization
would support
the same in
preserving the
quality of the
product offerings
in accordance to
the concerns of
the Australian
female
customers.
Lack of
adherence
to the
regulations
Legal advisor
of the
organization
The organization
must review the
policies of the
organization to
adhere to the
The organization
must take steps to
monitor and
control the
processes even
5- 6 months

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regulations
related to quality
management and
control. The legal
considerations
would support the
organization in
framing the
activities in
accordance to the
concerns faced by
the Australian
female customers.
before marketing
the products. It
would support
the organization
in enhancing the
operations of the
business in
accordance to the
concerns faced
by the
organization. The
key elements of
change in the
organizational
operations are
related to the
review of the
regulations and
thereby
proposing the
customers with
standardized
products.

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4. Suggested budgetary methods and forecasting
The top- down budgetary approach will be implemented by the organization where the
hierarchy in the management will evaluate the costs and thereby allocate the resources in
accordance to the urgency faced by the business. The Top- Down budgetary approach helps an
organization in allocating costs and resources with a research on the needs of the business
(Barrett and Weinstein 2015). The delineation of the Top- down budgetary approach would
support the concerned organization in reducing conflicts and confusions in resource planning and
allocation. However, Magnusson et al. (2013) stated that the lack of proper consultation with the
stakeholders in accordance to the top- down budgetary approach might limit the capability of the
organization in identifying the issues that might be faced by the same while undertaking resource
allocation.
Activities Presumed expenses
(in AU$ thousands)
Actual expenses
(in AU$ thousands)
Product Marketing 4.7 5
Content Creation 1.5 2.3
Digital Advertising 4 3.5
Public Relations 5 6
Branding 3 4
Website Redesign 3.4 4
Event Planning 5 6.5
Total costs 26.6 31.3
5. Dashboard and data management suggestions
The design of the dashboard helps an organization in managing the information and
making it accessible to the employees for the smooth functioning of the internal processes. In

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accordance to the case of the concerned organization, the different designing options that is
available for the dashboard and data management is being stated in this section of the analysis.
Mobile-friendly: The mobile friendly design of the dashboards helps an organization in targeting
the marketers who works from home or other areas other than office environments. The
application of the mobile friendly technologies would support the concerned organization in
integrating the activities of the external marketers from different locations. The application of the
mobile friendly technologies help the marketers in accessing real-time insights from the different
locations and devices which will support the organizational marketing initiatives in accordance to
the concerns of facilitating aggressive marketing campaign.
Scalable: The Scalable nature of the dashboard will help in expanding the surface with the
growth of the data projections. It will assist the concerned organization in upholding resource-
intensive operations of the processes. Therefore, the organization must take steps to maintain the
flexibility of the APIs for custom integration and compatibility with systems like CRM and ERP.
6. Conclusion and key managerial take-aways
6.1 Conclusion
Therefore, from the above analysis it might be stated that Plum Hospitality Group Pty Ltd
(Plum) might face a significant amount of risk while marketing the range of products for the
female customers in Australia. The different marketing mix elements of the organization,
enumerated in the report, will help in identifying the strategies that might be undertaken by the
business.
6.2 Key Managerial takeaways
Develop proficient communication- Proficient communication with the customers and the
business stakeholders would support the concerned organization in upholding the efficiency of
the operations. On the other hand, the proficient communication will help the organization in

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making the customers aware of the differences in the perceived and actual value proposition for \
assisting the informed buyers’ decision making.
Undertaking market research- Market research would support the organization in identifying
the customer base and needs of the same. It will help the organization in strengthening the R&D
operations of the same while operating in diverse international markets.
Delineation and suitable mitigation of the risks- Delineation and mitigation of the different
risks that might be faced by the organization relating to quality of the product deliverables and
the changing expectations of the customers will contribute to the competitive edge of the
business.

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