Marketing Mix Report

This report highlights the marketing mix of BBQfun, a retail company in Australia, and evaluates proposed changes for an effective marketing mix strategy. It discusses key characteristics of products and services, target market information, marketing budget, and the marketing mix elements of product, price, promotion, and place. The report also evaluates the marketing mix strategy and proposes changes to align with organizational objectives. It explores the impact on budgets, planning, and marketing, and discusses relevant policies and regulations. Overall, the report provides insights into the marketing mix strategies and proposed changes for BBQfun.

Running Head: MARKETING MIX
Marketing mix
Name of the Student:
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MARKETING MIX 1
Table of Contents
Assignment 1: Marketing mix report...............................................................................................3
1.1Applicable market research....................................................................................................3
1.1.1Key characteristics of the product and services...................................................................3
1.2 Promotion and marketing mix...............................................................................................4
1.2.0 Target market or segment information...........................................................................4
1.2.1Marketing budget.............................................................................................................4
1.2.2 Marketing mix................................................................................................................4
1.2.2.1 Product.........................................................................................................................4
1.2.2.2 Price.............................................................................................................................5
1.2.2.3 Promotion....................................................................................................................5
1.2.2.4 Place.............................................................................................................................6
1.3 Evaluation of marketing mix.................................................................................................6
1.4 Operational planning.............................................................................................................6
1.4.1 Objectives...........................................................................................................................6
1.4.2 Strategies.........................................................................................................................7
1.5Policies and regulations..........................................................................................................7
Assignment 2: Evaluating marketing mix.......................................................................................8
2.1 Marketing mix and objectives...............................................................................................8
2.2 Proposed changes...................................................................................................................8

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2.2.1 Emphasising on product development............................................................................9
2.2.2 Introducing bottom the line promotional strategies........................................................9
2.3 Impact on the organisational budgets, planning and marketing............................................9
2.4 Organisational policies and relevant legislation..................................................................10
Conclusion.....................................................................................................................................10
Reference.......................................................................................................................................12

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Assignment 1: Marketing mix report
1.1Applicable market research
BBQfun is a popular retail company in Australia that is associated with offering different
products and goods to local and overseas customers. The company was founded in 2009 and
gradually flourished its business with the help of technological changes and intense focusing on
the consumer confidence and consumer purchasing behaviour. However, high market
competitiveness in Australia has become a serious threat for the company in order to
maximisation of its business and survive in the market effectively. Therefore, this report aims to
highlight the marketing mix of the organisation and also evaluate the proposed marketing mix in
order to set up an effective marketing mix strategy for the sustainability of BBQfun.
1.1.1Key characteristics of the product and services
A range of products are offered by BBQfun in terms of focusing on product
diversification. The products are listed in the form of super savers, organic, baby care, chocolate,
coffee, laundry, liquor, skin care and so on. The purpose of BBQfun is to maximise its
customers to such an extent that all their desired products can be found in the retail store. In this
regards, Spiteri, Olstad and Woods (2018) advocated that in Australian retail market most of the
companies are going to sell products on a low pricing strategy. Therefore, super saver category
provides people to buy products with best offers. Moreover, there is also organic products in
terms of vegetables that are also offered to the buyers with special emphasis on the quality and
freshness of the products. As a result of that the company is expected to get adequate local
customers who can stop in and buy products from the retail outlets.

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1.2 Promotion and marketing mix
1.2.0 Target market or segment information
The target market of the concerned organization are the male and female customers
between the age group 18 to 40. The online purchasing measures of BBQfun is a strategic step
that the organisation is practiced in order to encapsulate the market more effectively and
extensively.
1.2.1Marketing budget
Marketing Budget
Particulars
Month
1
Month
2
Salaries 15000 28000
Accommodation 13000 13000
Newspaper advertisement 11000 12000
Magazine advertisement 9000 10000
Events 4000 6000
Victims Welfare 5000 7000
Training and Education 25000 28000
Volunteer Costs 20000 22000
Accountancy Expenses 15000 18000
Website and Social Media 10000 12000
Refreshment 5000 8000
Sponsorship 11000 12000
Telephone Costs 1500 2000
Energy Expenses 1000 1700
Contingency Costs 800 1200
Total 146300 180900

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1.2.2 Marketing mix
1.2.2.1 Product
There are limited product range that BBQfun offered to its customers. One of the
principle reason is its medium business practice. Nevertheless, putting a cautious step to choose
the items and enlist in the inventory is considered to be an important factor for BBQfun to
follow. According to Moorhouse, tom Dieck and Jung (2018) choosing customers and aligned it
with the inventory management is identified as an essential practice to ensure business
sustainability in highly competitive market. BBQfun always focusing on its service quality as
Botschen and Wegerer (2017) articulated that the quality of service is coupled with the corporate
image of the company. Therefore, negotiating with reputed suppliers is always a significant
factor for BBQfun to ensure.
1.2.2.2 Price
As per the research of Olbrich, Jansen and Hundt (2017) the product price of the retail
products in Australia has a low pricing strategy due to huge dominance of the giant retailers into
the Australian retail market. As a result of that BBQfun also focuses on the low pricing strategy
and comparing its price labels with the competitors. In addition to this, Berman (2015) argued
that sales psychology is also considered to be an effective measure for the retail companies
operated in Australia. it means analysing the customer behaviour and their specifications are also
taken as an effective business measure.
1.2.2.3 Promotion
Both the traditional promotional techniques and the social media tools are followed by
BBQfun to attract a number of customers. From the research of Kong and Li (2018) it can be

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stated that the using television and promotional campaigns are considered to be always effective
for the companies in order to connect with the target customers directly and indirectly. The
purpose of conducting promotional campaigns is identified as an important aspect for the
business companies in order to get in touch with the target customers and engaging the local
communities by influencing them to visit and purchase products from the outlets (Jiang and Ma,
2018). Therefore, for BBQfun also it seems a strategic measure to capitalise the market
extensively.
1.2.2.4 Place
Currently, due to the downturn in business BBQfun is no longer focusing on expanding
business through opening new outlets in Brisbane and Sydney. The focus of this retail company
is vested on developing its existing outlets and transformed those outlets into energy effective
stores. As Ortiz‐de‐Mandojana and Bansal (2016) stated that the role of the energy effective
business practice is the core of sustainable business practice for the companies in order to
encapsulate the market extensively.
1.3 Evaluation of marketing mix
The marketing strategy of BBQfun puts emphasis on the process of establishing an
effective practice where the company can get strategic advantages from the market. Henceforth,
the company keeps an eye on all the prospects that will help BBQfun to ensure its effective
business practice in association with products, price, place and promotional initiatives and
strategies. For each of the categories, BBQfun tries to maintain unique strategies that can foster
adequate advantage for sustaining business in near future. Keeping in mind of the threats and
challenges that the organisation is facing in recent times, the marketing team tries to bring
rigorous measures that will facilitate positive impact on the business initiatives of the company.

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1.4 Operational planning
1.4.1 Objectives
Based on the marketing mix strategy, BBQfun tries to introduce new objectives into the
course of the business practice. The objectives are followed a SMART objective model in order
to get adequate results.
Elements Objectives
Specific The profitability of BBQfun will be increased up to 2% within the next one
year.
Measurable Increasing the number of customers up to 5% within a year will be adequate.
Attainable Conducting an extensive marketing analysis and promotional strategy is
required.
Relevant Train the employees for developing the quality of products and services.
Time bound The entire project will take a two years’ time to complete.
1.4.2 Strategies
 Maintaining quality of service and products is a core strategy for BBQfun.
 Cost leadership approach for setting the price of BBQfun products is also essential.
 Developing an energy saving practice for achieving sustainability is also important for
BBQfun.
 Above the line (Traditional promotion) is a significant strategy for BBQfun to plan its
promotional activities.
1.5Policies and regulations
Employment, Education and Training Act

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The consultative committee of the Australian government is responsible to set the
standards and quality of education and training of the employees. The regulatory framework of
the government articulates that it is the responsibility of the corporate companies to ensure the
training and education of the employees so that it will bring efficacy into the organisational
practice and delivers a healthy competition within the market (Legislation.gov.au 2019).
Assignment 2: Evaluating marketing mix
2.1 Marketing mix and objectives
As far as the objectives of BBQfun and the marketing mix strategies are concerned, it
can be stated that a comparison between the marketing mix and organisational objectives have to
be implemented. It can be stated that there are some lacuna in the process of proposing the
marketing mix because the objectives of the organisation does not fit well with the marketing
mix strategies. For example, the objective of BBQfun connotes the importance of enhancing the
quality of the products. Moreover, for maximising the customers it is also pertinent to introduce
social media marketing which is not present in case of the marketing mix. As a matter of fact, the
company also sets its target to develop the quality of the product by emphasising on the training
of the employees. Therefore, it can be stated that there are clear differences between the
organisational objectives and the marketing mix strategies for providing strategic advantages in
expanding market effectively. These three aspects are clearly associated with the objectives of
BBQfun which is not present in the context of the marketing mix strategy of the company.
Henceforth, a gap in the entire business initiatives aligned with the objectives of the organisation
further perturbs the initiatives and the healthy business practice of BBQfun.

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2.2 Proposed changes
It is important for BBQfun to re-evaluate its marketing mix strategies that are not
suitable with the proposed objectives of the organisation. In this regard, there are some measures
that can be implemented. Those changes are as follows,
2.2.1 Emphasising on product development
For increasing the number of the customers up to 5% within the next 6 months, it is
important for BBQfun to create better environment where the organisation will deliver effective
product development in association with conducting training for the employees. According to
Ahsan and Rahman (2016) for enhancing the quality of the product it is always essential for the
organisation to ensure the introduction of employee training measure to make them associated
with the proposed organisational objectives. Therefore, putting great deal of emphasis on the
process of developing adequate measures for the employee training and induction, BBQfun has
to analyse all the possible approaches.
2.2.2 Introducing bottom the line promotional strategies
Introduction of the bottom the line promotional approach is also considered to be
effective for the business organisations in order to bring strategic advantages in the competitive
market. Dwivedi, Kapoor and Chen (2015) pointed out that bottom the line promotional strategy
resembles with the social media marketing process. The social media promotion are the newest
addition in the organisational activities of BBQfun. Schivinski and Dabrowski (2016) opined
that the social media campaign generated a positive outcome from the customers so that they can
be convinced to buy products from that organisation. In the competitive retail market in
Australia, it becomes a better option for BBQfun to put emphasis on.

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2.3 Impact on the organisational budgets, planning and marketing
The changes in the marketing mix strategies of BBQfun can also leave a great deal of
impact on the budget, planning and the marketing of the organisation as well. In this regard, it
can be stated that the changes can increase the expenses of marketing. However, Youn and Shin
(2019) advocated that one of the advantage of social media marketing is its low expenses. There
is limited investment requires for installing social media marketing effectively. Moreover, the
training and development of the employees is also needed further expense for conducting and
managing the training program (Lee and Hong 2016). Therefore, a direct impact can be seen in
case of the budget of the organisation.
In addition to this, change can also affect the marketing and planning of BBQfun but in a
positive way. The erstwhile marketing plan and promotional measures are not fitted with the
objectives of the organisation. As a result of that some changes have been suggested that will fill
up the gaps within the organisational framework. Henceforth, the new strategies make the entire
process more compact and strongly entitled to follow the organisational objectives.
2.4 Organisational policies and relevant legislation
Australian Competition and Consumer Commission Act
The Australian Competition and Consumer Commission Act advocates that it is
important for the business organisation to use the social media ethically. Any kind of falsified
and misleading statement is alleged to be a violation of the regulatory framework and the
government is entitled to take adequate investigation on that company (accc.gov.au 2019).
Moreover, the business companies are also ordered to monitoring their social media pages in a

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regular basis and procure a better and ethical social media business practice through
advertisements and statements.
Conclusion
The above discussion is extensively provided a clear perception regarding the marketing
mix and promotional measures that can provide strategic advantage for BBQfun. However, there
are some lacuna into the marketing mix strategies of BBQfun that is not fitted the objectives of
the company. For instance, maximising the customers and increasing the quality of products
cannot be achieved without integrating social media marketing and training and development for
the employees respectively. As a result of that those changes are required associated with the
government regulations that can foster effective business practice for BBQfun in highly
competitive market. Therefore, it can be concluded that the report rightly points out the
marketing strategies and finds out the flaws that are also got mitigated into the promotional
process.

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Reference
accc.gov.au, 2019. Social media. [online] Australian Competition and Consumer Commission.
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