Marketing Plan for BizOps: Analysis, Strategies, and Implementation

This marketing plan outlines the analysis of the footwear market in Australia, including PEST analysis and current marketing mix. It also includes a work activity plan for implementing marketing activities for BizOps.

Running head: MARKETING
Marketing
5/2/2019

MARKETING 1
Table of Contents
Introduction................................................................................................................................2
Part A.........................................................................................................................................2
Q1...........................................................................................................................................2
Q2...........................................................................................................................................2
Q3...........................................................................................................................................3
Q4...........................................................................................................................................3
Q5...........................................................................................................................................3
Q6...........................................................................................................................................3
Q7...........................................................................................................................................4
Q8...........................................................................................................................................4
Q9...........................................................................................................................................4
Q10.........................................................................................................................................5
Part B..........................................................................................................................................5
Marketing Environment Analysis..........................................................................................5
PEST Analysis...................................................................................................................6
Current Marketing Mix..........................................................................................................7
Product...............................................................................................................................7
Price....................................................................................................................................8
Place...................................................................................................................................8
Promotion...........................................................................................................................8
Work Activity Plan................................................................................................................9
Market Research.................................................................................................................9
Feasibility Study.................................................................................................................9
Procurement of Resources and Funds..............................................................................10
Assignment of Responsibilities........................................................................................10
Evaluation of Final Results or Outcomes.........................................................................10
Gantt chart............................................................................................................................10
A report on Marketing Activity............................................................................................11
Part C........................................................................................................................................11
Research Marketing Practices for BizOps...........................................................................11
Policies and Procedures for Marketing Activities................................................................12

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Resources Requirement to collection information...............................................................12
Examples of Product and Services.......................................................................................12
Activities Plan......................................................................................................................13
Gantt chart............................................................................................................................13
Current Market Mix Template.............................................................................................13
Develop Plans for marketing activities need to discuss.......................................................14
Marketing business plan...................................................................................................14
Operational Plan...............................................................................................................14
Marketing Strategies........................................................................................................14
Analysis environment.......................................................................................................15
Allocation of responsibilities and job roles for the outcome of the marketing plan........15
Conclusion................................................................................................................................16
References................................................................................................................................17

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Introduction
Marketing is helpful in transferring, exchanging and the movement of the goods. Services
and products are made accessible to the consumers by a number of intermediaries such as
wholesalers, retailers, suppliers, etc. Marketing supports the consumer as well as producer of
the products and services (Martin, 2011). The intent of this report is to present the marketing
plan for BizOps. The paper is divided into three major parts which provide detail information
about marketing and its elements.
Part A
Q1.
Marketing is said to be the activity which helps in connecting the offering of the business
with the target market. The basic components of marketing are:
Offering – It is the service or product provided by the business in the market
Value Proposition – Articulating the product to the target market by representing the product
as the solution of their needs
Target Audience – It is comprised of the stakeholders to whom the business will sell its value
proposition (Broberg, Umans and Gerlofstig, 2013)
Marketing Strategy – it is the strategy of the business for connecting with the target market.
Marketing Plan – The tools, objectives, and budget used to offer marketing strategy.
Q2.
It is very essential to follow the policies and procedures in the context of marketing because it
helps in setting the expectations. They also set the standards of conduct, performance, and

MARKETING 4
behaviour for employees. Besides this, it works as the guidance for the manager for how they
must work and offer transparency to the entire workforce (Thijssen and Rocco, 2010).
Q3.
The knowledge of the product is a very important skill in sales. Understanding the features of
the product, enable the marketer to present the benefits of the product or service precisely and
convincingly. The consumer responds to excited sales staffs that are passionate regarding
their product and keen to share the benefits with them.
Q4.
Making customer service calls a priority – Customer service is the key type of
communication between a business and a customer.
Speaking with Customers face to face like real people – Enhancing the communication with
the consumer ranges to the language the business make use of in conversation - even to
having real conversations at all (Taylor, 2017).
Q5.
The person from whom the approval for marketing activities is required is the Board
members of the company, who are responsible for taking key and important decision of the
business and provide approval for executing the procedure.
Q6.
The resources and equipment that are required while implementing marketing activities are a
computer, telephone, policy and procedure, human resource, video conference service, fax,
printer, vehicles, building or office space, customer knowledge, customer database,
company's brand, patent, and copyrights, etc. (Morgan, 2012)

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Q7.
Methods for ensuring effective marketing plan are:
 Setting the business or company apart from the rivals
 Setting clear objectives and goals
 Making use of market segmentation strategy to identify the ideal target market
 Framing a suitable, multi-channel marketing strategy
 Planning the budget (CMG, 2019)
 Measuring and collecting data
Q8.
Information technology that could be used for planning are:
 Video conferencing
 Smart Phone
 Digital Camera (Tiago and Veríssimo, 2014)
Information technology that could be used for reporting are:
 Email
 Printer
 Computer and Monitor
Q9.
There are two major categories of reporting that are written and oral/visual presentation. It is
not important which type of method the user selects, the report must only consider the target
market and be both understandable and accessible to them.
 Written reports
 Empirical Publication

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 Annual Reports (University of Minnesota, 2019)
 Newsletters
 Fact Sheet
 Abstract and Briefing
 Visual/oral reports
 News Release
 Presentations
 Posters
 Exhibit
Q10.
The personnel and type of task need to assign to implement the marketing activities:
Publishers – for printing pictures for the promotion
Marketing Specialist – For developing the marketing plan
Copywriter – for developing the content of marketing and documents
Administrator – For the administration support
Part B
Marketing Environment Analysis
The footwear market of Australia was valued at around USD 3.2 billion in the year 2017 and
is anticipated to rise over the estimated period. The market is chiefly determined by
cumulative optional spending attached to the increasing fashion trends in the nation. The
footwear industry revenue is anticipated to grow due to increasing demand for fashionable,
boots, as well as sports shoes (Hexa Research, 2018). In addition to this, technological

MARKETING 7
advancement likes 3D printing and shoe-knitting technologies along with the innovations in
the shoes are anticipated to boost the production in the industry of footwear over the
approaching years. The technique of 3D printing is being the backbone for the manufacturers
of the shoes to create the range of modified designs of the shoes in order to serve the
customer’s needs (IBIS World, 2018).
PEST Analysis
Political Forces
Australia is the most essential market for the SMEs and MNCs in the Asia Pacific zone.
Australia holds a developing economy, a steady business as well as political environment, an
accomplished, cultured and multilingual staff, a planned time-zone and a competitive cost
base (Brewster, 2010). These factors offer a cultured market and an ideal environment
allowing a number of businesses to drive advanced technology and innovation. BizOps can
introduce its work boots in the Australian market, as the business environment of the country
offers a number of opportunities for the business seeking expansion in the country.
Economic Forces
Australia has successfully held the 13th place in terms of the largest economy across the
world. In the year 2017, the country's economy developed more than 2%. Though, a little
growth is a positive sign which works in increasing the expectations of the nation
(Shahiduzzaman and Alam, 2014). The growing economy offers growth opportunity for the
BizOps business to expand its online presence and increase the product range for the
customers.
Social Factors
Australian possesses a smaller population in comparison to other nations. According to the
reports of 2018, the country has around 23 million populations. The changes in the social

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trends have a major impact on the businesses operating in the country due to changing
demand for the products and accessibility and willingness of people to work. Presently, the
demand for work boots is regularly increasing the market which has been presented in the
above report. So this is a positive sign that the changing trend in the shoe market is an
opportunity for the company to expand business operations in this segment.
Technological Forces
New and advanced technology contributes to creating new procedures as well as new
products. The technology works to decrease the cost, enhance quality and lead to innovation.
These developments can provide benefit to the customers and businesses offering services in
the market (Poushter, 2016). The moving trend of online shopping is also increasing in the
Australian market; people prefer online shopping in comparison to window shopping. This
offers an additional opportunity for BizOps to add a new range of products in its business
portfolio.
Current Marketing Mix
The marketing mix is said to be the set of actions that are framed by the businesses and used
to market the product in the market. It is comprised of 4 elements that are price, product,
place, and promotion (Lamey, Deleersnyder and Dekimpe, 2012).
Product
It is the item that is being sold by the business in the market. The product should offer a
minimum level of performance; else the best efforts exerted on other elements of the
marketing mix will offer no benefit to the business. BizOps is an online retailer offering
different fashionable and trendy products like clothing for men, women, and children,
accessories, bags, shoes, etc. It is a small business operating a business in the Australian
market with the motive to grow and develop business offerings among customers. The

MARKETING 9
products that are offered by the business at the maximum number are the shoes and boots
ranges. This is due to the increasing demand for fashionable, boots, and sports shoes in the
Australian market. The business also involved in offering different range of branded products
to its customers.
Price
Price is the value that is charged by the business in the exchange of product by the customer.
Price of the product is decided based on the target market, marketability, production cost,
supply, and demand, etc. BizOps offers products through the online platform at very
reasonable prices in comparison to other online retailers like Amazon, etc. The management
team of the company has planned to offer the work boots for $69.95 plus $14 for the handling
and postage charges.
Place
The place is also called as the point of sale. In each industry, catching the eye of the customer
and simplifying them for making a purchase is the main purpose of the place or good
distribution strategy (Drummond, Ensor and Ashford, 2010). BizOps is founded in Australia;
however, it is planning to expand its business operations at different locations like India, New
Zealand. Besides this, the business is also planning to add more products into its portfolio to
increase its customer base and sales.
Promotion
Promotion is comprised of all the activities undertaken by the business to make the service or
product known among the target market. It is one of the keys and essential activities that are
required to grab the attention of the target market. In addition to this, without the promotion
of the business offering, the company becomes incapable to serve its customers effectively.
BizOps promotes its business on the social media platform such as Facebook, Instagram, etc.

MARKETING 10
in order to attract customers who are majorly involved in making use of the internet and are
involved in different social media platforms.
Work Activity Plan
Research milestone Initial Day Last Day Duration
(months)
Market Research 21-06-2019 22-07-
2019
31
Feasibility Study 23-07-2019 23-08-
2019
30
Procurement of Resources
and Funds
24-08-2019 24-09-
2019
30
Assignment of
Responsibilities
25-09-2019 26-09-
2019
1
Evaluation of Final Results
or Outcomes
27-09-2019 28-04-
2020
207
Market Research
The management team of BizOps is responsible for performing the marketing research of the
market in order to analyze the demand and supply of the work boots in the Australian market.
Under market research, the management of the company has analyzed the market
environment of the Australian environment, and it has been analyzed that there is an
increasing demand of shoes which will offer growth chances to the company.
Feasibility Study
After market research, the management department will hand over the business plan to the
finance department in order to perform a feasibility study of the plan. Under the feasibility
study, the finance department will analyze whether the business has capacity and competency
to manage the project or not. Besides this, they will analyze their accounts in order to check
their financial position to fund the project.

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Procurement of Resources and Funds
After the feasibility study, the procurement department of the company will make different
teams in which employees will work in gathering the resources and funds for the execution of
the plan.
Assignment of Responsibilities
The administration department will work along with the human resource department to assign
responsibilities for the accomplishment of the project, in which all the responsible members
will be asked to do different activities like marketing, sales, purchase, return, etc.
Evaluation of Final Results or Outcomes
Under this step, the management of the company will evaluate the final results with the help
of sales, revenue, and stock. The final results will present the outcomes of the step taken by
the business in terms of profit or loss.
Gantt chart
Research milestone Initial Day Last Day Duration
(months)
Market Research 21-06-2019 22-07-
2019
31
Feasibility Study 23-07-2019 23-08-
2019
30
Procurement of Resources
and Funds
24-08-2019 24-09-
2019
30
Assignment of
Responsibilities
25-09-2019 26-09-
2019
1
Evaluation of Final Results
or Outcomes
27-09-2019 28-04-
2020
207

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Market Research
Feasibility Study
Procurement of Resources and Funds
Assignment of Responsibilities
Evaluation of Final Results or
Outcomes
10/27/2018 5/15/2019 12/1/2019 6/18/2020
6/21/2019
7/23/2019
8/24/2019
9/25/2019
9/27/2019
31
30
30
1
207
Gantt chart
Initial Day Duration (months)
A report on Marketing Activity
The marketing activity of BizOps is comprised of different business practices which will
support the company in successfully following the plan and attaining the desired results. The
marketing activity of the company is comprised of practices, policies, and procedures of
marketing activities, the requirement of the resources, and details of the product planned by
the company to incorporate in its product portfolio. In addition to this, the marketing activity
report is comprised of the business plan, marketing strategies, and resources required to
expand operations.
Part C.
Research Marketing Practices for BizOps
The marketing practices that BizOps will make use of are the effective promotion of the
services to the customers on the social media platforms. Besides this, in order to meet the
needs of the customers in the Australian market company has performed the market analysis.

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Policies and Procedures for Marketing Activities
BizOps adhere to the privacy policy in order to safeguard the business information and
private information of its customers (Acquisti, John and Loewenstein, 2013). In addition to
this, Anti-discrimination and diversity policy is also being followed by the company by
treating everyone equally (Gulland, 2019).
Resources Requirement to collection information
The resources that are required by the business to collect the information are human resource,
funds, support of top management, computer, policies and procedures, raw material, vehicle,
etc.
Examples of Product and Services
BixOps is presenting offering its online retail services in the Australian market. But, to grow
and expand its business operations it desires to add Work Boots as the product into its
product portfolio for the customers. This will support the company in increasing its business
scope, customer base, and revenue.
Clients Need – The customer of BizOps are generally teenagers and young people, who
desire for trendy and fashionable products. There needs change according to the changes in
the market trend.
Budget – The management team of the company has planned to offer the work boots for
$69.95 plus $14 for the handling and postage charges.
Marketing Research – In order to analyze the demand and supply in the Australian shoe
market, the paper has made use of PESTLE Analysis, which has supported in identifying the
market condition of Australia.

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Activities Plan
Research milestone Initial Day Last Day Duration
(months)
Market Research 21-06-2019 22-07-
2019
31
Feasibility Study 23-07-2019 23-08-
2019
30
Procurement of Resources
and Funds
24-08-2019 24-09-
2019
30
Assignment of
Responsibilities
25-09-2019 26-09-
2019
1
Evaluation of Final Results
or Outcomes
27-09-2019 28-04-
2020
207
Gantt chart
Market Research
Feasibility Study
Procurement of Resources and Funds
Assignment of Responsibilities
Evaluation of Final Results or
Outcomes
10/27/2018 5/15/2019 12/1/2019 6/18/2020
6/21/2019
7/23/2019
8/24/2019
9/25/2019
9/27/2019
31
30
30
1
207
Gantt chart
Initial Day Duration (months)
Current Market Mix Template
Product
Fashionable and trendy products like
clothing for men, women, and children,
Price
The management team of the company has
planned to offer the work boots for $69.95

MARKETING 15
accessories, bags, shoes, etc. plus $14 for the handling and postage
charges.
Place
The business presently operate in
Australia
Promotion
Online promotion through social networking
platforms
Develop Plans for marketing activities need to discuss
Marketing business plan
BizOps is an online retailer offering different types of trendy and fashionable products for
men, women, and men. The plan of the business is to add work boot into the product portfolio
at the price range of $69.95 plus $14 for the handling and postage charges.
Operational Plan
The business has contact with different brand suppliers, who offer the right to retailer their
products.
Marketing Strategies
BizOps offers its services to professionals, young people, and teenagers who are inclined
towards trendy and fashionable branded products.
The market segmentation strategy that has been accepted by the company to divide its market
into different segments is demographic, behavioral, and psychographic segmentation.
In order to communicate the offers to the customer's company promote its service on
different social networking sites. Besides this, to resolve the queries of the customers and
customer service department is available.

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Analysis environment
Political Force
Stable political environment
Government offer opportunity to business
to innovate
Economic Force
Economic market is also developing
Social Force
Different social class
Changes in demand due to changes in
trend
Technological Force
Increasing use of internet
Advancement in technology and innovation
Allocation of responsibilities and job roles for the outcome of the marketing plan
Activity Responsibility
Market Research Research and Development team
Feasibility Study Financial department
Procurement of Resources and Funds Manufacturing team
Assignment of Responsibilities Human Resource department and top
management
Evaluation of Final Results or Outcomes Top management and owners
Types of technology
 Enterprise resource planning
 Software and hardware

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Conclusion
The aim of the above report is to present the marketing plan and business plan for BizOps for
including work boots into the product portfolio of the company. The report has highlighted
the environment analysis of the Australian market to analyze the market opportunity for
BizOps to introduce its product in the market. From the analysis, it has been identified that
the company can successfully add new products in its list as the government of Australia is
promoting innovations and growth of SMEs.

MARKETING 18
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