Marketing Plan Executive docx.

Marketing Plan
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Executive Summary
In this report, there is discussion about “Progressive Office Furniture” which is thinking to
expand their business outside Australia under market development. In order to expand the
business, market policies, competitor’s strategies, marketing campaigns, etc. are evaluated
through which it is easy to enter in the market. There is an in-depth study of the current
market situation to determine growth prospects in a new market. The issues are discussed
which might arise hurdle in achieving SMART objectives, hence strategies are formulated to
deal with it. The objective of “Progressive Office Furniture” behind entering the new market
is an increment in sales by 20% by 2021 and entering in more than 2 countries within 15
months. The marketing analysis is conducted through the marketing mix and STP. Lastly, the
budget is determined for different activities in order to achieve goals and budgetary control
and return on Investment technique (ROI) is used for controlling operations.
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Table of Contents
Executive Summary...................................................................................................................2
Current Marketing Situation......................................................................................................4
Market Description.................................................................................................................4
Product/ Service Review........................................................................................................5
Competitive review................................................................................................................6
Channel and logistics review..................................................................................................6
Threats and Opportunities Analysis...........................................................................................8
Objectives and issues...............................................................................................................10
Objectives.............................................................................................................................10
Issues....................................................................................................................................10
Marketing strategy...................................................................................................................11
Marketing mix......................................................................................................................11
Segmentation, Targeting, Positioning (STP)........................................................................12
Action programs.......................................................................................................................14
Budget......................................................................................................................................15
Control......................................................................................................................................17
References................................................................................................................................18
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Current Marketing Situation
Marketing refers to the actions which are performed to communicate and interact with
consumers about product and services. In the current era, marketing is one of the most
important and crucial components because it bridges the gap between current position of
organisation and future approach to achieve it (Berestova, 2015). The different modes of
marketing are television advertisements, radio, press media, hoardings, social media
platforms, etc. these modes are selected as per the motto of marketing, target consumers,
competition, etc. As the role of marketing is effective, similarly the time and cost required for
it are also high.
Progressive Office Furniture is dealing in the furniture sector with two segments i.e.
dealership and corporate solutions. These segments are working fitting, installing, supplying
furniture to their clients. The managers of Progressive Office Furniture are thinking to
expand their business outside Australia; hence they have to market their idea among
consumers. There must be innovative marketing strategies by the management of Progressive
Office Furniture; hence they can create their goodwill in the market as well. With a motto to
operate outside the Australian market, the top-level managers of Progressive Office Furniture
have to determine competitors as well.
Market Description
Market refers to the place where buyers and sellers arrive with a view to exchange. This is
the place where a number of consumers and sellers are present with their demands and
products respectively (Bingham, 2015). There are different market segments due to which
furniture demand might get changed Geographical, Demographic, Behavioral and
Psychographic basis.
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