Marketing Planning and Management of Adairs

Running head: Marketing planning for Adairs-Australia 1
MARKETING PLANNING AND MANAGEMENT
ASSIGNMENT 2
INDIVIDUAL REFLECTIVE REPORT
LECTURER NAME
SEMESTER AND YEAR
REPORT BY
(STUDENT NAME)
STUDENT NO:

Running head: Marketing planning on Adairs-Australia 2
Executive summary
The main objective of writing this report is to create a market plan for Adairs. This
paper I will focus on contemporary marketing issues faced by the company and
provide direction for marketing mix strategy that would be used in the next 12
months. Although performance of the company is somehow impressing, there is
need to improve the environment to meet the needs of their target customers and to
generate more revenue. Furthermore, there is need for the company to position their
products to suit the market segment for the target market.

Running head: Marketing planning on Adairs-Australia 3
Table of Contents
Executive summary......................................................................................................2
1.0 Introduction..........................................................................................................4
2.0 Marketing issues within Adairs...............................................................................4
3.0 Segmentation Target market and positioning........................................................6
3.1 Segmentation......................................................................................................6
4.0 Marketing mix strategy........................................................................................6
4.2 promotion.............................................................................................................6
4.3 price.....................................................................................................................6
4.4 place....................................................................................................................7
5.0 Conclusion..............................................................................................................7

Running head: Marketing planning on Adairs-Australia 4
1.0 Introduction
Adairs is one of the leading special retailer company in Australia, the company deal
with home furnishings and it has outline of stores across variety of store formats. The
main strategy of the company is to present their clients with differentiated products
and services with good positioning, including on-trend products fashion, strong
value, quality staples and a leading customer service store (Brace, 2018).
Adairs deals with variety of products, the range of products categories like, bedlinen,
towels, bedding, homewares, bedroom furniture, soft furnishings as well as children’s
furnishing.
Due to application of incorporated product design, sourcing, development, retail
operations and distributions, nearly 90 percent of Adair’s products are sold under
their own remote brands, with approximately 10 percent of the range the third party
brands nationally. This model is crucial to the differentiated products of the company
and proposition of the customer value. It has enable Adairs to constantly produce
quality and exclusive products frequently and on regular basis (Coffee, Sale &
Henderson, 2015)
Currently Adairs has at least 150 store in Australia that include, Adairs kids, Adairs
Homemaker, Adairs outlets and UHR. The company also have a profitable and fast

Running head: Marketing planning on Adairs-Australia 5
growing online store. The company team members are very hard working and are
behind the success of the company. Furthermore, product differentiation has
contributed to the robust fiscal performance of the company (Lopes, 2015).
Considering the current market environment. No much competition is faced by
Adairs because very few companies operate in the same industry. Furthermore, the
new business dealing with the same furniture rarely grow because medium size and
large companies like Adairs has already occupy the niche. In this case Adairs having
been in the market for long it has secured their position very well.
This paper would discuss the marketing issues faced by Adairs, marketing mix
strategy, segmentation, positioning and target market for Adairs in the next 12
months
2.0 Marketing issues within Adairs
The current available media is crucial to Adairs and has been used for the past few
years. An ability to engage clients via interactivity and communication with target
segments so as to deliver before that never existed before.
2.1 crisis of inflation - this is a situation where money demand outcomes money
supply. This means that the liquidity of money furnishes causing the firm to increase
prices of their goods.

Running head: Marketing planning on Adairs-Australia 6
The inflation of consumer price increased to for instance 1.9 percent at the start of
the year 2018 from 2.1 percent in the previous year. The following table summarizes
the inflation rate
The inflation gave a crisis to the Australian economy which limit Adairs from trading
their goods globally due to the fall in their local currency. The most important
changes in the economy is revealed in the financial and banking indicators. The