Marketing Performance Report for Home-wares Industry in Brisbane

This report provides a marketing performance analysis of the home-wares industry in Brisbane, including investments and expenditures on marketing activities. The report highlights the shift towards web marketing and the positive impact it has had on the industry's growth.

Running Head: Management
Management

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Introduction
The aim of this task is to provide a marketing performance report to the readers. The report talks
about the marketing analysis conducted by Lamberts Consulting which provided information
about increase in home-wares in Brisbane. Further it explains the investments and expenditure on
marketing activities. The analysis is discussed below:
Analysis
The Lamberts Consulting provided a report on the home wares markets on the city Brisbane in
six months. The total market value of the home-ware products in that area is $199 million per
annum. Comparing the results from last year should be noted that the industry has shown
effective results, as the market share was $175 million last year; it has grown by $24 million
since then. Earlier it was expected that the market share would rise by 10%, but as there was a
large amount of increase in the interstate migration due to which the building activity
subsequently increased and resulted in increase in sale of home ware products as well. The
consulting company believes that this growth will become a trend for next five years. Further the
average sale in 15 home ware stores grew to $ 28,299 per week for each store. It was expected to
grow by 8.5 % per week on $ 24,680 and the market share was targeted at 12 per cent.
Coming up to the market expenditure report, it should be noted that organizations have started
investing amount more than expected, in order to increase the value of the stores in the market of
Brisbane. In advertising activity $ 250, 000 were invested, $ 30, 000 in public relations, $ 60,000
in store management and $ 100, 000 were spent on internet marketing. All the above mentioned
expenditures were increased as the organizations started shifting their focus on marketing
techniques to increase the value of the companies (Arnaboldi, Lapsley, & Steccolini, 2015). Web
marketing has now become the main focus of the organizations as with web marketing, the
companies will gain larger customer base. These activities were initiated to promote the online
merchandise sales. Further, the industry trend explained that it has become important for
companies to focus on web marketing activities instead of marketing budget (Armstrong, Kotler,
Harker, & Brennan, 2015). Web marketing will help the company to increase the market share in
different parts of the world as it offers the products to larger segment of the market. According to

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the case study the change which shall be initiated by home-ware stores is that they shall focus
more on investing in web marketing activities so as to fulfill the upcoming objectives (Van
Dooren, Bouckaert, & Halligan, 2015).
Key Performance Indicator
Looking at the case study, it should be noted that the companies present in the home-ware
industry in the market of Brisbane achieved success on the initial level. As mentioned above that
the market value of the industry overtime due to which, the companies also invested more of the
marketing strategies so as to initiate sales of the products of the company. It should be noted that
there are no performance gaps seen while evaluation the activities of companies present in home
ware market. Gaps cannot be seen because there is increase in the total market value which is a
positive aspect for companies. Increase in total market value denotes increase in the share (i.e.
customer base and sales) of stores in the domestic market. On comparing the performance of the
companies with key performance indicators stated in the case study, it should be noted that the
market value increased by $24 million which denotes the overall growth of the industry. Further
this growth is achieved because companies started investing more on the marketing budget. But
the increase in expenditure showed positive results in sales the companies (Järvinen, &
Karjaluoto, 2015).
The major cause of success of the industry is the increase in interstate migration in Brisbane due
to which subsequently building activity increased which emerged the increase in sales of home
wares products in the market. Another cause of success is the shift in focus on the marketers off
the companies. The marketers of the companies present in the home ware industry have shifted
their focus from marketing budget to web marketing. Web marketing activity helps he companies
to target a larger segment of the market collectively and increase international customer base as
well (Parmenter, 2015). Internet has become a major trend so such activities pushed the growth
of companies in the market. Furthermore talking about the effect of such activities in the market,
it should be noted that firstly, companies started using innovative techniques to create brand
image in the market; due to which more customers got attracted which increase the sales margin
of the industry on a whole. The companies adequately present themselves in the market and
helped people to easily reach to them (Bromiley, McShane, Nair, & Rustambekov, 2015).

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Further the companies can improve their performance by strategically promoting their products
in their market which are beyond their physical approach. This will increase the online sales
margin which will positively impact the image of the company in the international market.
Targets
The performance report identifies the over performance of the companies against their respective
target which subsequently increased the performance of the whole industry as well. Further case
study proclaims that such increase in market value will continue for next five years because there
has been a large increase in the interstate migration. Further the web marketing budget is also
expected to increase because company has started investing more in internet of things
(Buckingham, & Goodall, 2015).
Further noticing the trend present in the market, the upcoming target of the industry would be
increase the customer base through web marketing. As the organizations are spending more on
technological services so it shall provide output to the company by increasing the share through
such activities. The web marketing activities shall incentivize the profits of the companies
(Slack, 2015).
Conclusion
Thus, in the limelight of above mentioned events, it shall be noted that the report presented by
Lamberts Consulting tells about the market presentation of the home ware industry. The
company efficient transformed their marketing strategies an increased the sales by using internet
technology in their process. The report adequately justifies the requirements of the task.

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References
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Pearson Education.
Arnaboldi, M., Lapsley, I., & Steccolini, I. (2015). Performance management in the public
sector: The ultimate challenge. Financial Accountability & Management, 31(1), 1-22.
Bromiley, P., McShane, M., Nair, A., & Rustambekov, E. (2015). Enterprise risk management:
Review, critique, and research directions. Long range planning, 48(4), 265-276.
Buckingham, M., & Goodall, A. (2015). Reinventing performance management. Harvard
Business Review, 93(4), 40-50.
Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, 117-127.
Parmenter, D. (2015). Key performance indicators: developing, implementing, and using
winning KPIs. John Wiley & Sons.
Slack, N. (2015). Operations strategy. John Wiley & Sons, Ltd.
Van Dooren, W., Bouckaert, G., & Halligan, J. (2015). Performance management in the public
sector. Routledge.