Analysis of Strategic Marketing Concepts

This assignment requires students to analyze various marketing concepts, including digital marketing strategies, consumer behavior, and competitive analysis. It involves reading and referencing multiple sources, including academic journals, books, and online resources. Students are expected to apply these concepts to real-world scenarios, such as the smartphone market, and demonstrate their understanding of strategic marketing principles.

Running Head: MARKETING PLAN 1
Marketing Strategy & Plan: PROTECTA

MARKETING PLAN 2
Table of Contents
Introduction.................................................................................................................................................3
Organizational Background.........................................................................................................................3
Current Market Situation Analysis..............................................................................................................3
Target Customer Segment.......................................................................................................................4
Customer needs.......................................................................................................................................5
Key Features of Organization Product (Quad).........................................................................................5
Major Competitors...................................................................................................................................6
Positioning.............................................................................................................................................11
Product strategy.....................................................................................................................................11
Pricing strategy......................................................................................................................................11
Distribution strategy..............................................................................................................................11
Promotion and Marketing communications strategy..............................................................................12
Action Plan................................................................................................................................................12
Controls.....................................................................................................................................................13
Contingency Planning................................................................................................................................15
Conclusion.................................................................................................................................................15
References.................................................................................................................................................17

MARKETING PLAN 3
Introduction
Developing a marketing plan is essential document for bringing the products and services to the
marketplace. It includes several processes and practices, which are required to introduce among people
and make them aware about specifications of their products. Under this plan, an organization creates and
implements effective strategies and tactics, so that it can approach its targeted customers. The major
objective of this report is to develop a marketing plan document for the given organization, i.e.
PROTECTA that is offering smartphone accessories in Australia. To deal with the competitive forces in
the industry, this organization has introduced a new and unique product, i.e. Quad.
The report includes current market situation of the company along with its competitors, target market
segment, market and customer needs and unique features of company’s new product. In addition to this,
there is the discussion about the SWOT analysis of PROTECTA. It describes the objective of company by
using SMART objective framework. Furthermore, the report comprises of different marketing strategies
such as; product, pricing, positioning, promotion, distribution and marketing communication strategy. At
the end, there is an action plan, which state different actions and time frame for these activities. The
effectiveness and success of this marketing plan can be evaluated by using different tests. Moreover, the
firm will also create a contingency plan to deal with different positive or adverse situation in future.
Organizational Background
PROTECTA is an Australia organization that is engaged in selling smartphone accessories. This
organization import their materials and good from China country and package them in Australia.
PROTECTA was established in the year 2002 in Melbourne by its managing director, Allen Chen. The
company has introduced various products under its range of smart phone accessories. In the 2013, the
revenues and profits of company have been decreasing because of competitive pressures. In this duration,
the organization has been planned to introduce new and unique products (Wilson, 2010). Under its new
product range, it has introduced new and unique product, which does not exist in the market. Quad is it
new brand of the products that includes the products with innovative and unique attributes, which are not
available in consumer electronics market.
Current Market Situation Analysis
Conducting a market situation analysis is one of the most significant processes in recognizing any
research issue. This analysis will include the most obvious and best description about the current situation
of market space. Current market situation analysis for PROTECTA organization is stated below;

MARKETING PLAN 4
Target Customer Segment
Before promoting a product into market, it is very important to consider different characteristics of
customers and target a specific market segment according to their needs and demands. Target market is a
specific group of customers in a serviceable market of business, which the company has determined to
target for its market efforts. In Australia, PROTECTA organization is offering smartphone accessories to
fulfill the needs and demands of smartphone users in Australia. Under its new brand, the company has
offered headphones with unique features (Babin, & Zikmund, 2015). To offer these products in market,
the company will target customers by considering their specific segmentation characteristics, i.e.
demographic, psychographic, behavioral and geographic characteristics. Target market and segmentation
for PROTECTA is stated below;
Demographic Segmentation
Demographic Segmentation is one of the most common types of segmentation among advertisers. In this
segmentation, the marketers divide the customers on the basis of age, gender, income, occupation, family
size etc. Under this segmentation, PROTECTA is focusing on both teenagers to early adults (14 to 25
years) and adults (26 to 50 years). The headphones are available for every family size and can be
purchased by both upper and middle class people. The demographic segment of the company is very wide
as most of the people are becoming technology savvy.
Geographic Segmentation
Geographic segmentation divides the market customers on the basis of geography and location. This type
of segmentation is significant for the companies because customer from different locations may have
different needs. For its new headphones, PROTECTA will target the customers in both urban and rural
areas of Australia. In addition to this, it will plan for expanding its business to neighboring nations such
as; New Zealand (Barney, 2014).
Behavioral Segmentation
Under behavioral segmentation, the market is divided on the basis of behavior, preference, usage and
choices of customers. The market is segmented by their usage and knowledge about the product. For
Quad brand, PROTECTA is targeting different users such as regular users and first time users. The
company is looking for the brand loyalty in the market. This is also a major variable to target the people
for PROTECTA’s new brand headphones.
Psychographic Segmentation

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Psychographic Segmentation is the process of dividing the customers based on their lifestyle, personality
and attitudes. It works on the basis that buying behavior of customers can be affected by his lifestyle and
personality. PROTECTA is targeting the people on the basis of their lifestyle. The people with sporty and
professional lifestyle are targeted for its new wireless headphones. In addition to this, it is aiming at
sophisticated shoppers and girls, which are interested in buying the products in different colors.
PROTECTA’s new brand Quad is offering the headphones in three colors, i.e. black, white and red
(Davcik & Sharma, 2015).
Customer needs
In today’s business environment, smartphones have become most important device for all the needs and
demands of people. It has become essential in every area of life like; work, study, fun and travelling. No
smartphone is perfect without accessories. These accessories are designed to increase the capability or
eliminate the limitations of smartphone. In the smart phone accessories market, it is estimated to generate
$107 billion by the year 2022 (Sukhija, 2017). These accessories assist the users in enhancing their user
experience with smart phones. Today, smartphones are prepared with the different functions like clicking
images, listening to music, accessing the internet and saving data. So, customers enhance and improve the
worth of their smartphones with the assistance of accessories such as headphones, protective cases, USB
cable, portable speakers, power banks, selfie sticks and memory cards. The major factor that increases the
customer needs and market growth is the increase in usage of smartphones in both urban and rural areas.
Due to increased connectivity to digitized world, adoption of smartphone is increasing among Australian
population. Furthermore, wireless headphones provide several benefits over wired headphones like
convenience, efficiency, portability, flexibility and cost-effectiveness. This demand for accessories has
enhanced due to increase in the disposable income and development of social media sites in Australia
(Deloitte, 2015). Thus, the needs of consumers are increasing for this sector and they are availing various
benefits by using these smart phone accessories.
Key Features of Organization Product (Quad)
To deal with competitive pressure and overcome the declining revenue situation, PROTECTA has
launched its new products with unique attributes. Under its Quad brand, it includes new products, i.e.
headphones with four earpieces that enable two persons to listen music together. The company is
introducing 4 different types of products under this brand, i.e. wired in-ear headphones, wireless in-ear
headphones, wired over-the-ear headphones and wireless over-the-ear headphones (Genakos, Valletti, &
Verboven, 2018). Each and every product of this brand is available in 3 colors, i.e. black, red and white.
PROTECTA has introduced the products, which do not exist in consumer electronic market.

MARKETING PLAN 6
Major Competitors
In year 2013, the market position and revenue of PROTECTA Organization were affected due to its
competitors and their effective strategies (Chen, & Ann, 2016). To overcome the issue of competitive
forces, the organization has introduced a new brand with the name “Quad”. The competitors of
PROTECTA along with their strategic position and strategies are listed below:
Key Competitors Market Position Strategy
Apple Multinational technology
company and premium brand
products
Product Differentiation Strategy
Samsung Creative technology products
providers on affordable prices
Cost Leadership Strategy
Telstra Strong position in mobile market
share
Customer advocacy strategy
SWOT Analysis
SWOT Analysis is a tool of strategic planning, which assists a company to identify its strengths and
weaknesses and any opportunities and threats, which may exist in a particular business situation.
PROTECTA is working in smart phone industry and facing intense competition from other players (Ryke,
van Eeden, Koen, & Bain, 2015). For this company, it is essential to analyze its strengths, weaknesses,
opportunities and threats. SWOT analysis of PROTECTA Organization is stated below;
Strengths
Strengths are the major attributes of the company, which supports it in attaining its objectives and goals.
Operating business in smartphone accessories industry, PROTECTA organization has various strengths,
which assist it in achieving its business goals (Genchav, 2015). The major strengths of the company are
stated below;
Increase in Internet Penetration Rate
One of the major strengths of PROTECTA Organization is increase rate of internet penetration. In today’s
modern scenario, it can be seen that social media has dominated the lifestyle, marketing and
consumerism. In the year 2018, more that 80% of the Australian people are actively using internet and
social media sites (The Statistics Portal, 2018). Increase in the internet penetration has grown the online

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retailing platform for PROTECTA organization. The products of company are also available on internet
and online platforms, so people are actively purchasing its headphones and other smartphone accessories
(Jain, Seshadri & Changulani, 2017).
Technology Advancements
In today’s business environment, there is an immense growth in the technology and PROTECTA has the
capability and sufficient resources to utilize updated and latest technology. By using this, the company is
offering new and unique features in its mobile accessories. For example; it has offered a new headphone
under its Quad brand. These new headphones are available with four earpieces, which allow two persons
to listen music together. With the introduction of this new product, the company is trying to become very
innovative and exclusive in smartphone accessories market. In addition to this, noise canceling
technology is offering various growth opportunities to PROTECTA.
Product Differentiation
Product Differentiation is the process of marketing the similar products and services with some variations,
which are utilized by the customers while making a choice. It is the process that displays the differences
between different products of competitors. It makes the products more attractive by using more unique
features and qualities than its competitors (Kipley, & Jewe, 2015). PROTECTA is going through product
differentiation and differentiating its headphones by providing two earpieces. The sportsman and business
professionals prefer to use wireless headphones. Product differentiation will assist the organization in
gaining more competitive advantage over its competitors.
Weaknesses
Weaknesses are the factors, which have an adverse effect on the growth and progress of a company.
There are some weaknesses of PROTECTA, which affected its growth and declined its revenues and
profits. These weaknesses of the company are given below;
Competitive Forces
In Australian smartphone industry, there are various local and international players such as Apple,
Samsung and Telstra, which are offering the smartphone accessories, like; headphones, Bluetooth, cases,
USB cable, portable speakers, power banks etc. This is the major reason behind the decrease in revenues

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and profits of company. PROTECTA is unable to reach to the level of these competitors and they have
more brand image and reputation than PROTECTA (Klingebiel, & Joseph, 2016).
Unable to provide customer satisfactory services
One of the major weaknesses of PROTECTA is that this company is not able to provide the services to
the customers as it committed in the promotion process. So, customers are dissatisfied with
PROTECTA’s products and services and they switched to its competitors. The company has offered a
new product, but people are not aware about these new products. So, company needs to focus on
increasing its brand recognition and presence.
Unstable sales
This industry is very different from traditional sectors, like retail, food, so it is very difficult to estimate
and control. The profits and sales of organization depend on the number of accessories sold. It depends on
the interest of people and usage of headphones and other mobile accessories (Kotlar & Armstrong, 2012).
Thus, the sales and revenues of PROTECTA are unstable in smartphone accessories industry.
Opportunities
These are the external conditions, which can assist the organization in attaining its business and
marketing objective. In Australian market, PROTECTA has various opportunities in the future. These
opportunities are stated below;
Business Expansion
Business expansion is one of the foremost opportunities for PROTECTA organization. Smart phone and
smartphone accessories market is very wide. Nowadays, each and every person uses mobile phones
except children. Currently, this organization is operating its business in Australia, so it can expand its
business in new countries, like; New Zealand, United States and United Kingdom. It will assist the
organization in enhancing its brand presence and revenues. In this way, business expansion is one of the
major opportunities for this organization (Kotler, Brown, Burton, Deans & Armstrong, 2013).
Technology and Innovation
Due to development of technology and innovation, there is a significant growth in the smartphone
industry. PROTECTA Organization is using modern and updated technologies and upgrading its
smartphone accessories by including unique features. For example, it is providing the headphones with
four earpieces. In future, the company is making efforts to make innovation and usage of new
technologies, so that it can attract large customer base in Australia and increase its sales of smartphone
accessories.

MARKETING PLAN 9
Product Diversification
Along with the market expansion, the company may have the opportunities of diversifying its
product range. In addition to smartphone accessories, it can expand its product in different smart
devices such as smart watch and other related products. By doing this, the company will be able
to capture a large market share in smartphone industry in Australia (Kotler, 2015). Thus, these
opportunities will assist the organization in gaining competitive advantage and regaining its
brand image in the country.
Threats
Threats are the external conditions and factors, which challenges the growth of company and affects its
position in the industry. PROTECTA Organization is facing various threats, which had adverse impact on
it sales and revenues in smart phone accessories market. These threats for PROTECTA are stated below;
Intense Competition
Competition is one of the major threats for PROTECTA Organization that is affecting its revenues and
profits in the country. Since 2013, the revenues of company have an adverse impact due to competitive
forces. There are various local and international players, which have affected its business adversely.
Decrease in the revenues
Due to above threat of competition, there was a significant decline in the revenues and profits of
PROTECTA. It has reduced its customer base and brand image in the smart phone accessories industry in
Australia (Kurokawa, & Matsubayashi, 2018).
Delay in the product delivery
Sometimes, this organization is unable to deliver the products on time. These mobile accessories are very
much relied on import from China. When there is a public holiday in China like; Chinese New Year, it
may cause delay in customs. It will cause the shortage in material and leave the customers dissatisfied.
Objectives (SMART Framework)
To develop marketing plan for Quad, PROTECTA will establish some marketing objectives for its new
headphones. The foremost objectives of the company are given below;
 To become a leading player in world smartphone accessories market
 To increase its revenues and profits with a significant percentage

MARKETING PLAN 10
 To capture a significant market share in the industry
Competition is the major issues that can affect outcome of the first objective of PROTECTA. Apple is
one of the major players in mobile industry that is very popular for its quality product offerings. It can
create competitive pressures on the growth of this company (Mongay, 2006). Changes in the market
conditions can affect the revenues and profits of the company. Decrease in the customer base may have
large impact on market reputation and ultimately it will affect the market share of organization.
Specific
The above objectives of PROTECTA are very specific because it will offer this new brand, i.e. Quad
including the quality standards. It will manufacture these products by including new and unique features.
It will focus on the interest and expectations of the customers towards smartphone accessories.
Measurable
These marketing objectives are totally measurable. These can be measured by considering the sales and
number of headphones sold in Australia and worldwide. In addition to this, it will look at the interest of
targeted population for its Quad brand.
Attainable
The company is developing its strategies, so it can achieve its each and every objective. PROTECTA will
develop these products by using modern technologies and high quality materials. By dealing with the
issues, the company can attain its objectives easily (Mullins, Walker & Boyd, 2012).
Realistic
This organization will develop and implement some effective strategies, so that it can make its objectives
realistic. The company believes that by establishing this new brand, company will be able to attain it
objectives.
Time Bound
For achieving the above written objectives, PROTECTA will create a timeframe of three years. Under
this timeframe, it will practice its all the activities to increase its customers and regain its revenues growth
as earlier (Oh, & Oh, 2017).
To attain the objectives, the company will develop a time frame that will include all the activities
and processes for attracting the customers towards its new products.

MARKETING PLAN 11
Marketing Strategy
Positioning
The major positioning strategy of PROTECTA organization is to offer higher quality products, so that it
can fulfil the needs and expectations of customers towards smartphone accessories (Roda, Michelini,
Zangheri, Di Fusco, Calabria & Simoni, 2016). The company will position its headphones in an effective
way, which will set a positive image in customers mind that company is continuously redesigning and
launching new and unique products. In the future, company will make investment in business expansion
and product diversification.
Product strategy
PROTECTA is offering new and innovation product, i.e. headphones with four earpieces that enable two
persons to listen music together. The company is introducing 4 different types of products under this
brand, i.e. wired in-ear headphones, wireless in-ear headphones, wired over-the-ear headphones and
wireless over-the-ear headphones. These headphones are available in 3 colors, i.e. black, red and white.
These products are not available in the consumer electronic market. Thus, the company is offering its
products with advanced and unique features (Jain, & Haley, 2009).
Pricing strategy
As PROTECTA wants to become a leading player in smartphone accessories market, so it will implement
an effective pricing strategy. It will use two types of prices such as; competitive and skimming prices.
Under skimming prices, the company will launch its headphones on higher prices, but it will lower its
prices with the emergence of its competitor with similar products (Ryan, 2016). Under competitive
pricing, it will change its prices by looking at the prices of competitors. Thus, the company will use a
flexible pricing policy for Quad brand.
Distribution strategy
PROTECTA Organization is adopting effective distribution and marketing channels to approach the
targeted population in the country. It is using indirect channels of distribution, because it uses retailers
and wholesalers to deliver their products to customers. In the future, the company should use online
platforms to get its products to customers (Carpenter, 2015).
Promotion and Marketing communications strategy
Promotion and marketing communication strategy is one of the most significant strategies, which can be
used by PROTECTA organization effectively. It is the foremost strategy that can be used to approach and
attract the targeted audiences. To promote its products, the company will use both modern and traditional

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media sources. Under traditional media, it will promote its products through television ads and radio ads
(Andrews & Shimp, 2017). In addition to this, online media can play an important role in the process of
marketing communication. Under this, the company can use social media networking sites such as;
Facebook, Instagram, Twitter etc. It can create a page on Facebook and Instagram and post the pictures of
headphones along with its unique specifications. In this way, the company can communicate its brand
message to potential customers. Apart from these ways, PROTECTA will give some discounted offers to
its regular customers.
Action Plan
After the preparation of marketing plan for Quad, PROTECTA Organization will execute this plan by
creating an action plan (Shankar, Kleijnen, Ramanathan, Rizley, Holland & Morrissey. 2016). This action
plan includes four actions, which will be taken by the organization in timeframe for next 2 years. The
action plan for this company is stated below;
Time Action Time Frame
Now Conducting a market research and understand
the needs and expectations of customers
1-4-2018 to 1-10-2018
In 6 months Introduction of new headphones in Australia 1-10-2018 to 1-4-2019
In 1 year Evaluation of effectiveness and performance
of this marketing plan and new product
1-4-2019 to 1-4-2020
In 2nd year Product innovation and business expansion 1-4-2020 to 1-4-2021
Thus, the company should go under the above-mentioned actions and develop the strategies accordingly.
These actions are essential to attain significant growth in smartphone accessories market in Australia.
After completing one year, the company should plan to expand its business in international market by
using technology and product innovation. In this way, PROTECTA can implement its marketing plan in
practice (Siguaw, & Simpson, 2015).
Controls
To monitor and control the success of product, profit margin, Profit and Loss and sustainability budget,
PROTECTA Organization will adopt two different tests, i.e. profitability control test and feasibility

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analysis. These tests assist the organization in evaluating and establishing the success of its new products
and other financial statements. These tests for the company are given below;
Profitability Control
By the use of this test, PROTECTA Company will measure the profitability of its new headphones,
targeted audiences, and market segments, distribution channels to assist in decision making process
whether the company should continue with this plan or add and eliminate some specific features in the
products. Under this process, marketing controller and other related personnel play an important role to
test the success of new products (West, Ford, & Ibrahim, 2015). It will examine the market situation of
company that whether it is making money or losing the market.
Financial Feasibility Analysis
In addition to above test, the company will use financial feasibility analysis that will assist PROTECTA
in assessing its financial aspects such as budget, profit and loss, profit margins and sustainability. In the
case of PROTECTA’s new brand, the company will establish a budget for launching its new products and
consider revenues, profit margins and income from investors. By the use of this test, company will
establish its profit and loss account, which will be feasible for the success of this marketing plan. The
profit & loss statement of the company is given below;
Profit & Loss Statement
PROTECTA Organization
Profit & Loss Statement
Amount ($)
1st Year 3rd Year 5th Year
Sales $575,000 $625,000 $800,000
Miscellaneous income $0 $62,500 $80,000
A. Total $575,000 $687,500 $880,000
B. Cost of Sales $230,000 $343,750 $440,000
C. Gross Profit (A-B) $345,000 $343,750 $440,000
D. Operating Expenses
Salary $10,000 $10,500 $11,025
Rent $12,000 $12,600 $13,230
Utilities $1,000 $1,050 $1,103
Insurance $500 $525 $551
Depreciation $70,000 $73,500 $77,175
Marketing $10,000 $10,500 $11,025

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Maintenance & Repairs $5,000 $5,250 $5,513
Other $2,500 $2,625 $2,756
Total $111,000 $116,550 $122,378
Operating profit $234,000 $227,200 $317,623
Less: Interest $250 $225 $200
Profit before tax $233,750 $226,975 $317,423
Less: Tax @ 30% $70,125 $68,093 $95,227
Net Profit AT $163,625 $158,883 $222,196
By launching this product, the company is aiming to increase its profit margin and decrease the expenses.
Product Launch Budget
Product Launch Budget
Media Tools Amount
Web Marketing
1. Facebook $8,000
2. Twitter $3,500
Total $11,500
E-mail Marketing $1,200
Google Ads $1,000
Other Online campaigns $3,000
Total Budget for Online Media $16,700
Traditional Media
1. TV Channels $150,000
2. Hoardings $80,000
Total $230,000
Events and Sponsorships $120,000
Public Relations $ 50000
Total Required Budget $663,400
By the use of effective strategies, the company will make efforts to make its budget and product
sustainable in the market. Using these tests will enable the organization in competitive business
environment and gain competitive advantage over its competitors.

MARKETING PLAN 15
Contingency Planning
Contingency planning is the process of developing plan for a result other than the expected plan. By the
use of this plan, PROTECTA Organization will be able to manage any unexpected outcome of the
marketing plan. The above marketing plan of the company will be successful because it is adopt various
effective strategies and marketing tactics to attract customers towards its new brand headphones. In the
beginning, the company will not think about its profit only. It will emphasize on meeting the needs and
expectations of customers (Truong, Klink, Simmons, Grinstein, & Palmer, 2017). For identifying the
effectiveness and performance of marketing plan, PROTECTA will look at the number of headphones
sold and sales of its other smartphone accessories. To identify the expectations, the organization will
consider the satisfaction level and repeat intention of the customers.
In addition to this, the organization can take the feedback of customers regarding its new products. It will
use questionnaire and mail to take customer feedback. In this, PROTECTA can identify whether
expectations are being met. If the company will be unable to meet the expectations, then it will use the
contingency plan and create some emergency tactics. This plan will be flexible that can be changed
according to the changing conditions in the market (Westwood, 2016). If the plans are not met, it will
make changes in its pricing strategy and sell the headphones on lower prices than its competitors. If there
will be any issue related to the human resources, then it will create a new team for different action of
marketing plan. In this way, PROTECTA Organization will manage any risks and challenges in the
future.
Conclusion
From the above analysis, it can be concluded that marketing plan is an important component for the
growth and success of business. Each and every organization should develop marketing plan to carry its
products and services to the marketplace. To deal with the competitive pressure, PROTECTA is
introducing its new brand and launching headphones with unique features. The above marketing plan will
assist the organization in approaching the potential customers. The company will be able to attract a large
customer base and increase its revenues and profits by selling smartphone accessories in Australia. In this
way, PROTECTA can operate and lead the smartphone accessories market in the country.

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