Marketing Plans: Convergent and Traditional Approaches

This report explores the differences between traditional and convergent approaches to marketing communication, focusing on the impact of convergence on the traditional siloed industry. It examines the relationship between traditional marketing strategies and client requirements, identifies integration points between traditional and convergent environments, and emphasizes the crucial role of the customer in the convergent environment. The report also delves into relevant legislation, regulations, and policies within the convergent environment, and creates tools and techniques for a customer-centric divergent-media environment. Finally, it outlines a plan for establishing and maintaining expert and business networks relevant to marketing communication convergence.

Assessment Tasks – 417(Marketing Plans)
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Table of Contents
Task-1..........................................................................................................................................................3
Task 2........................................................................................................................................................14
Conclusion.................................................................................................................................................37
References.................................................................................................................................................38
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Task-1
Question 1: What are the characteristics and at least one point of difference between
traditional and convergent approaches to marketing communication? Answer in 150-200
words
Answer 1: Traditional approaches and convergent approaches are two different approaches
which are used by the organizations in carrying out their daily functions. A major difference
between the two approaches is that the convergent approach uses the updated technology and
handles the business operations more efficiently whereas the traditional approach hinders the
progress of the company and reduces the effectiveness in the company’s decision-making also.
Characteristics of convergent approaches to marketing communication are:
 It applies universal procedures and policies.
 Different parts of the business amalgamate.
 The latest technology is used making business more efficient.
 Intercommunication between departments is very good and efficient.
 The processes advance more quickly in this approach.
Characteristics of traditional approaches to marketing communication are:
 Not much effective in companies as technology is less or not used.
 Companies are divided into subsections.
 Different policies and procedures for different sectors.
 Different sections operate independently.
 Work with a different timeline.
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Question 2: How do customers take a central and empowered role in convergent
marketing? Answer in 100-150 words.
Answer 2: In convergent marketing, the customers play a very important central and
empowered role. As the clients have become the important part of the business, it has become
very vital to keep them satisfied. If the customers are satisfied then they work on making more
customers for that company. Therefore, nowadays, the business people pay more attention to the
clients and retaining their clients by giving the best and foremost services. In this competitive
market, it has become very important for the companies to keep themselves updated by means of
technology and also focus on experienced manpower. In the convergent marketing, the
customers help the organization by giving them feedbacks and telling them what services they
expect and what they are getting. With the help of the feedback, the customers help the
organization achieve their objectives.
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Question 3: What is the impact of convergence on the traditional siloed industry? Answer
in 100-150 words.
Answer 3: In an industry, every different sector involved is known as siloed sector such as
marketing, sales, etc. These different sectors act as the brand image for an industry, hence they
can be called as siloed. With the economic crisis globally, a key for industries to run
successfully and profitably is the convergence method of companies (Bremser, et, al., 2017).
The impact of convergence on the traditional siloed industry is that in every siloed industry there
are different traditions followed and mostly they work with their own procedures and different
policies. This pattern makes it difficult for the industry to solve the problems and do the decision
making.
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Question 4: What are the current key technologies and distributed services that impact on
convergent solutions? Answer in 100-150 words.
Answer 4: The convergence means different to different people. The current key technologies
and distributed services that impact on convergent solutions are the security related to the data
and information that are shared with universal procedures and policies. The Panthers that is a pet
shop have to keep the information regarding their products that are the branded cat food items,
supplements, cat branded shampoos, etc., and this information should be secured. It is very
important to know how the siloed sector operates and it becomes clear how they operate and then
the overlap areas can be identified and the requirement of the clients can be worked upon and all
the sectors are interrelated. Therefore in this way, the integration points can be identified easily
and this will help the department people work more efficiently and together improve the
organization’s operations.
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Question 5: Explain in 150-200 words, the impact of marketing convergence on consumers.
Answer 5: The impact of marketing convergence on consumers is very wide. The consumers
are more satisfied with the use of the marketing convergence used by the industries (Hajli, 2014).
Marketing convergence has become famous through social media and therefore consumers are
benefitted as they get all the information at one place and they do not have to roam about to get
the information about any product or a company. With the updated technology being used in the
most industries, the customers are more satisfied with the services. The Panthers offer the brand
cat foods with supplements which are used by the cat breeders to keep these pets in the peak
conditions. With the rise of the online communities and social media, the industries can give
more knowledge about their products to the customers and also let them know about the new
products available (Maduku, 2017). The standardization of convergence is observed with
different product categories and across the market. The device convergence is based on the
preferences of the consumer’s main attributes. Similarly, convergence impact is wide in the food
and alcohol industry. The Panthers work in the standardization of the convergence and also the
food industry is involved in this industry for their pets.
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Question 6: What are two (2) types of experts and business networks appropriate to a
convergent marketing solution? Explain the role of each in 1-2 sentences.
Answer 6: The two types of experts and business networks appropriate to a convergent
marketing solution are technological tools and Internet (Blakeman, 2018).
Technological tools: In this convergence, most of the electronic devices are merged into
smartphones with new features as well as all the old features that the old phones had like the
electronic agendas, video games, MP3 players, GPS, cameras, etc. So with the convergence,
these technological tools amalgamated and have given a single useful and productive product.
With the help of the smartphones the Panthers can upload or click attractive pictures of the cats
and this helps the marketing and it works as a technological tool for them.
Internet: With the increase in the technological tools, the second form of convergence is the
internet. Panthers use internet services as a technological tool for their industry. It has become
quite easy to access the internet at any place or vehicle like aeroplanes, railways, buses, etc.
Also, these transport services provide free Wi-Fi services. With this, the people can contact the
Panthers from anywhere and this has widened the scope of the business.
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Question 7: Explain in 1-2 sentences each, any five (5) relevant Acts, regulations or
mandatory codes of practice impacting the field of marketing communication?
Answer 7: The five relevant Acts of practice that are impacting the field of marketing
communication for the industrialists are as follows:
 Competition and Consumer Act 2010. This Act is a national law of Australia that governs the
dealing with their business competitors and promotes fair and healthy competition, fair trading
and provides protection (Cornelissen and Cornelissen, 2017).
 Broadcasting Services Act, 1992. In this Act, the licenses for commercial television and radio
broadcasting are covered with all the necessary amendments. This Act broadly covers all the
issues related to media ownership and content regulation in Australia.
 Telecommunications Act 1997. In this Act, the telephone services are made accessible on an
equitable basis to all the people in Australia. This Act regulates the participants in the
telecommunication industry to provide best services to the Australian people.
 Corporate Law Economic Reform Program Act 2004. This Act governs the corporate laws in
Australia. CLERP Act intended to show the financial reports and improve confidence in the
corporators of Australia.
 Trade Practices Act 1974. This Act covers the saving of law related to limitations of trade and
breaches of confidence while trading.
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Question 8: Write a short note in 200-250 words, on “the role of traditional siloed sectors
on client requirements”.
Answer 8: The client requirements in the traditional siloed sector is as important and are given
importance as the clients of the convergence sectors are given. The tools of the successful
business are different and should stay relevant. The traditional siloed sectors work and operate
with their own policies which are not governed by single procedures or processes. Different
people are involved in different assigned works. This creates miscommunication among the
different departments of the siloed industry (Kerzner and Kerzner, 2017). The departments work
independently in this traditional siloed sector, therefore, there is not much complication in the
tasks and they are done easily and in less time. The silo business decision makers use varied
sources for decision making and it takes a lot of time in doing that as they have to go out and do
the research themselves and are not linked with other businesses. As this sector works
independently with different policies and processes they lack motivation and work in integrated
fashion. The traditional siloed sectors that are benefitted is the farming sector. The skills and
knowledge of the different people are required in this sector and few techniques can be used in
farming as it depends on the performance criteria of farmers. The organizational silos work with
quality and are very economical.
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Question 9: Write down the steps you will follow to prepare cross-sector marketing tools
and techniques across a convergent industry. Answer in 70-100 words.
Answer 9: Cross-sector marketing tools and techniques that help in evaluating and identifying
the convergent environment for Panthers are listed below (Holliman, et, al., 2017). As said, the
strategies look good on the papers so before applying the steps they need to be written and
planned. To prepare cross-sector marketing techniques and tools across a convergent industry
the steps are as follows:
 Identify the convergent environment.
 Prepare cross-sector marketing tools and techniques.
 The benefit of using tools and techniques in marketing communications.
 To apply the convergent marketing communications.
 Follow up.
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Question 10: Explain in 70-100 words each, any five (5) cross-sector marketing tools and
techniques across a convergent industry.
Answer 10: The cross-sector marketing tools for a convergent industry are as follows:
 People. The foremost marketing tools are people of the Panther. People here are referred as
employees of the company. True marketing orientation tool that is the people also can be
referred to the consumers of the industries. In this case, the customers are the people who buy
the cats from the Panthers. The industries have to fulfil the needs and the demands of their
consumers and customers and this marketing tool has a vital role to play in the industry.
 Promotion. This marketing tool refers to communicating the messages of the products of the
company to the people or customers through the media. Promotion can be done via media or
through salespersons for the Panthers. The media examples are like the Internet, print, radio,
telecommunication, pamphlets, etc. Nowadays, the number of convergent techniques are used
for promotion of the pets like develop competitive advantage via services marketing, technically
managing the pets, etc.
 Price. This part of the marketing tools involves both the nonfinancial and the financial costs of
the products or services of the industry for which an industry works or runs. Prices are very
important for the industries so that they do not run in losses. The nonfinancial prices include the
physical efforts, mental efforts, etc.
 Product. In this case, the products are the cats which are delivered to the customers as pets.
The product as a marketing tool has the core benefits that are related to the consumption,
delivery and acquisition (Wortham-Galvin, et. al., 2017). The product is the final output of the
industry which has gone through different processes and stages. Products, that are cats, when are
ready for the sold, are present in large availability. The product can also be services that they
provide to their customers for many industries like the telecommunication sector, etc.
 Process. This marketing tool refers to the steps involved in creating the service for the
customers that are provided by the service providers. The different steps involved in making a
product until it goes into the hands of the customer is known as the process. The process for
Panthers involves starting from cat breeders till the peak conditions. The process if very
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important factor in an industry as a product when goes through different processes gets ready for
delivery.
Question 11: Explain in 250-300 words, importance of establishing and maintaining
business networks relevant to marketing communication convergence.
Answer 11: In today’s world, it has become very important for the businesses to establish and
maintain the business networks for the marketing communication convergence (Zerfass, 2012).
It is so because the pressure to improve and get better day by day in the ways that work is done is
very important. Due to the competitive market, it has become important for the enterprisers to
work efficiently and smartly so that they can move with the pace of the other businesses in the
market. The Panthers marketing communication strategy helped grow the business as they
offered franchise with the site, signage, and systems. The converged marketing communications
have brought together the video, voice and data technology through the common use. The value
comes from the converged communications for the collaboration of location. The importance of
establishing and maintaining business networks in today’s world matters a lot. The marketing
convergence directly affect the sales of the product of the industry and also the business
networks relevant to marketing communication convergence helps in increasing the functionality
of the industry (Geron, 2017). The marketing communications strategy of the Panthers which
works as a brand and deals with the selling of the cats across Australia was evaluated and the
choice of media helped to widen the business networks throughout Australia. The marketing
communication convergence of Panthers included Panther Salons, Panther Boutiques, etc. which
was a step taken to widen the business and they were successful in doing so in Sydney and
throughout Australia.
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Task 2
Introduction
In this report, the traditional and convergent approaches to the marketing communication are
discussed in detail. These approaches are explained by their detailed characteristics. Also, the
impact of convergence is discussed in the traditional siloed industry. The Panther is the
convergence industry that deals with the pets. It provides the pet food and supplements for their
pets. The key technologies and the impact on convergent solutions are discussed in the content
below. Along with the above, the role of the traditionally siloed departments on client
requirements and types of experts and business networks are discussed for the convergent
marketing solutions.
 Examine the relationship between traditional marketing strategies of siloed sector to client
requirements.
According to Hossain, et. al., (2017), there are so many marketing strategies of a siloed sector to
the client requirements. The traditional marketing strategies of Panther focuses on identifying the
accurate segment of the audience, providing the perfect incentives or bonus to the customers,
understanding the behaviour of the customers and etc. so that customers can buy the products
and services in the easier manner. It also includes the consideration of channel and location as
well. As same it also includes the geography, events and composition of the audience (Hossain,
et. al., 2017).
The business of Panther also includes the various traditional marketing strategies like bringing
tor attracting the new customers, increasing their sales in the higher manner, making customers
more excited and attractive to buy the more products, introducing some more services and
products and etc. All these strategies help the business of Panther to reach on top without any
failure or negative issues.
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 Identify the integration points of a traditional and convergent environment, including
unification of messages across an integrated environment.
According to Vaasanthi, et. al., (2017), a difference in between of communication and
marketing, the integrated discipline of Marcom, 4P's comprising the promotion mix, digital and
internet marketing are known as the integrated points of a traditional and convergent
environment. It also helps in increasing the customer’s requirement trust and faith of the
customers in the wider manner (Vaasanthi, et. al., 2017).
 Emphasise the important role of the customer in the convergent environment.
The convergence environment influences the customers for new and updated technologies.
Various marketing channels affect the consumers purchase such as display aid, e-mail, paid
search, visiting the websites directly, social media and etc. It has been observed that each and
every type of media is evolving for becoming more interactive and portable point of turning
people which are addicted to many of the devices. In these devices tablets, smartphones,
notebooks, smart TVs and etc.
According to Babor, et. al., (2017), the convergent process works faster on each and every day. It
is true that the people into the convergence give marketers and brands the perfect opportunity for
implementing new thoughts and ideas to get deeply connected with the new culture of Panther.
Being aligned with the changes happening in the entire society. Panther is conversing themselves
for increasing and influencing their audience for achieving their objectives and aims which are
related to the customer's related services and sales as well. It gets done by using the model of
convergence into the business (Babor, et. al., 2017).
 Identify and refer the relevant legislation, regulations and policies on marketing within the
convergent environment.
According to Percival, et. al., (2017), the business of Panther requires complying with the DO
NOT Call Register Act 20016 according to the rules and regulations of a convergent
environment. They are importantly required to maintain the proper pricing structure within the
organisation. It also includes the trademark laws. As same it also includes the posting of bills in
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an appropriate manner. Some of the states have the designated locations of bill poster and as
some other also requires a permit (Percival, et. al., 2017).
 Create tools and techniques which can be used in a customer-centric divergent-media
environment. You must also evaluate tools and techniques from traditional marketing
environment.
According to Saini, et. al., (2017), the activities of traditional marketing basically includes the
direct mail marketing, for creating the awareness about the services and products through the
brochures, postcards, fliers, letters and etc. It also includes the broadcasts, print, referral and etc.
It helps in promoting the business for the various campaigns which have a proven rate of
success. As same it also includes the advertisements in the newsletters, newspapers, magazines
and other printed material for the better distribution (Saini, et. al., 2017).
 Review the suitability and cost effectiveness of relevant tools and techniques. This could be
best done with a help of an appropriate tool like SWOT Analysis, competitive analysis or
value chain analysis.
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SWOT ANALYSIS
Strength Weakness
According to Biemans, (2018), this tools and
techniques prove very beneficial for promoting
the business at the higher level. It includes so
many ways to increase the profitability of the
business in such a great manner.
The higher profitability and promotion of the
business attracts a lot of customers and make
them active to include some more activities in
their business.
Opportunities Threats
The increased profitability helps in taking the
business on top and success (Biemans, 2018).
The increased competitors affect the business
environment in such a negative manner.
 Describe how you will select and utilise integrated, cross-sector and media divergent
market communication solutions to meet client requirements.
According to Padungrat, (2018), in order to meet the customer's requirement some of the best
possible ways will get include in for satisfying the customers. In this business, the message
integration can take place for the betterment of the services. At the other hand use of social
media, internet services will also play an important role in market communication. All these
communication methods will help directly in reaching to the customers. As same it will also help
in increasing the efficiency of the business with more profitability and attention. The customers
will find it easier to purchase their products by sitting anywhere (Padungrat, 2018).
 Identify the relevant experts and methods to engage them in seeking improvement plans.
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According to Tenan, et. al., (2017), in order to improve the plans it is importantly required to
focus on the customers’ demands. The satisfaction of the customer is one of the top most
methods for increasing the efficiency of the business. Some of the extra services or after sales
services can get includes in to satisfy the customers or to improve the plans. The quality of the
products and services should be taken care properly. The order of the products and services by
the customers should be managed properly as per the timing demands. For improvement plans it
is very important to take care of each and everything which is related to the customers (Tenan,
et. al., 2017).
 Describe the methods to respond effectively to customer requirements.
In order to respond the customers effectively, there are various ways which help it. Some of
those methods are discussed below-
 According to Thomas, et. al., (2018), the point when the customers are sharing their problem, it
is important to make them feel like that is a general problem which they are facing. On the other
hand, providing them with the best solution regarding that also help in increasing the trust and
faith of the customers.
 As the same listening to the customers is also required so that they do not think that they are
getting avoided. Avoiding the customer’s effects on the business so negatively (Thomas, et. al.,
2018).
 A plan for establishing and maintaining expert and business networks relevant to marketing
communication convergence.
A proper plan for establishing and maintaining the business networks and experts to the
marketing communication convergence is well discussed below-
According to Ottman, (2017), in Panther, for proper planning first of all the target market will
take place, then the positioning statement will get included properly. Now the values which can
affect the competitors or helps in taking the business on top will get include in. After the values,
the goals of the business will get outlined in which planning of business, a creation of marketing
goals will also take place. After all these, the strategy of pricing will get included in such a great
manner. After this SWOT analysis and planning or budgeting will take place (Ottman, 2017).
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Advertising and promotional strategy
Planned
promotion
/advertising type
Promotional
strategy
Expected business
improvement
Cost ($) Target
date
Social Media For promoting the
business in a greater
manner the use of
social media will be
so helpful. For the
promotional
activities, various
ways will take place
such as posting the
updates, finding the
friends and
followers on the
social media and
etc. It will be for
24/7 hours of
services through
various ways. The
use of Twitter and
Google will be
easiest. Searching
the keywords will
take place to find
the followers. It will
include the new
This promotional
stagey will helps
the business in
attracting a lot of
customers at the
same time. By
visiting the online
websites, each and
every person will
get to know about
the products and
services. As same it
will also help in
providing the
accurate and
reliable
information to the
customers. By the
help of social
media, many of the
customers will be
able to buy the
products by sitting
anywhere which
The promoting
strategy through
social media will
cost around $1000
to make it
effective and
perfect.
26 April
2018
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outlets, key
influences, city and
official blogs and
etc. A personal,
specific page will
get created in which
more and more
friends will get
invited to visit the
page.
will increase the
demands of the
products and
production as well.
On the other hand,
it will increase the
value of sales
which will help in
taking the business
on top.
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Print media
advertising
It is well known as
the form of
advertising which
uses the physically
printed media like
newspapers,
magazines,
prospectus and etc.
to reach the
customers. It will
get used for 24/7
hours of services.
The print media
also includes the
advertising through
digital media,
banners, mobile
advertising and etc.
Most of the time it
gets implemented
by the use of paper
which gets
distributed to the
customers for better
outcomes. This
strategy will be
very helpful for
promoting the
business in the
greater manner.
Distributing it to
This promotional
strategy will help
in increasing the
efficiency of the
business and
popularity as well
by advertising door
to door. The
customers will get
more focused on
the business and
will come up with
their requirements.
The promotional
strategy through
Print Media will
cost around $ 800
to make it
effective and
fruitful.
26 April
2018
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door to door will
help each and every
people to know
about the services
of Panther. The
people who are not
aware of social
media or not
familiar with the
same will get
introduced to the
business and its
services or
products. They will
surely get attracted
by this which will
help in increasing
the numbers of
customers of the
business.
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SMS The promotional
strategy through
SMS will help in
increasing the
attractiveness of the
people towards the
business. It will
help the customers
for 24/ 7 hours of
services. Sending
SMS again to the
mobile phone will
helps in taking the
people to look upon
that as same its
products and
services. By adding
the option of reply
with the SMS it
would get easier for
the customers to
reach directly to the
business.
By the help of this
promotional
strategy, it would
get so easier to
interact with the
customers on daily
basis and to get
their reviews and
replies
immediately.
The promotional
strategy through
SMS will take
around $ 500 to
spend on.
26 April
2018
E-mails In order to promote
the business at the
greater level, the e-
mail will be one of
the best options.
The customer
The procedure and
process of e-mail
will be so helpful
in making the
business famous in
the competitive
This promotional
strategy through
E-mails will cost
around $ 400 to
make the
advertising
26 April
2018
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service department
will be able to do it
for 24/7 hours. By
sending the e-mails
to the customers on
their emails, they
will be easily able
to access it at the
same time. In this
procedure, some of
the links or website
names of the
Panther can also get
included in so that it
will become easier
for the customers to
reach on the page or
portal of the
business. This
activity will
increase the
popularity of the
business in such a
great manner, as
because the people,
who will be sitting
in a group, tell the
friends and relatives
about the same.
This promotional
strategy will help in
market. As same it
will also help in
meeting the
organisational
goals and
objectives by
increasing the
customer’s
attractiveness and
demands as well.
strategy efficient
and successful.
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meeting the
objectives of the
business in an
attractive manner.
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Sales and distribution channels
Channel type Products/services Percentage of sales
(%)
Distribution strategy
Shop Front The products and
services which will
get provided by the
Panther are Cat Food
Mixes/ Supplements.
It will also include the
services in the peak
conditions.
Around 50% of sales
are required via this
channel to make the
business effective and
efficient.
This strategy will be
so helpful for the
activity of sales and
distribution. It is the
best possible way for
creating impressions
in seconds in the
minds of the
customers. Good front
signs of a shop will
help in reinforcing the
brand. It will also help
in displaying the
quality and the
professionalism of the
business. It will get
used to making the
products and services
efficient and easy to
use.
Whole sellers It will include the
clothes and
accessories of cats to
look them attractive
Around 20 % of sales
are required via this
channel. The whole
sellers will be very
The whole sellers are
the best part of sales
and distribution
activity of products
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and cute as well. helpful for providing
the products and
services to the
customers in the
easier manner.
and services. The
people, who cannot
purchase the products
and services directly
from the suppliers, get
the help from whole
sellers. The issues of
not able to purchase
the products and
services by the
customers, from the
suppliers can also be
seen when the
expected quantities
are not meeting the
supplier's
requirement. This
channel will get used
by the organisation
after the establishing
the business in the
proper manner.
Retailers The retailers will
include all the
important things
which are required for
this business. The
living facilities of the
cats will get
The retailers will
cover around 30% of
sales in their business.
It will be the best way
to helps the customers
with various facilities
which is required for
It will get easier for
the whole sellers to
get the products and
services available in
the easier manner so
that they can provide
it to their target
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facilitated by the
retailers for taking
care of cats in best
possible manner.
taking care of the cats. customers. On the
other hand, retailers
will also be offering
the skills and
knowledge to the
customers for
generating the sales,
profit and revenue as
well. It will also help
in increasing the
loyalty of the
customers towards the
business in an
efficient manner.
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S.W.O.T. analysis
Strengths Weaknesses
The business of Panther includes the higher
traffic of customers. It provides best customer
service to the customers. As same it also
includes the world-class breeding in their
business. By getting close to the customers it
helps in providing the familiar culture to its
customers. All these things are the strength of
this business which greatly helps it in taking on
top or success.
The business of Panther includes the tight rules
and regulation within the business which
affects the business in such a negative manner.
On the other hand, it also gets influenced by
the political changes at different stages. The
high or expensive cost of the land on which
this business is established also affects the
economy of the business. This business also
includes the lack of co-operation of the
employees which becomes the reason for
taking this business into the situation of loss
with negativity. As because it is a small size
business there is lack of investment in it, which
pulls it to the lower expenses. Not investing
according to the needs and requirements of the
business also affects the success of the
business. All these points are the cause of
weaknesses of this business.
Opportunities Threats
Expanding the market through social media,
SMS, e-mail, internet helps in introducing with
lot more opportunities to this business. The
business of Panther mainly focuses on the
customers' needs and requirements by meeting
Getting influenced by the political changes,
meeting the demands of the customers at the
same time, providing best quality to the
customers, increased profitability helps this
business to reach on top. On the other hand,
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their demands in an efficient manner. This
business also includes the good understanding
with the customers which helps it to stand on
top. The business of Panther also includes the
good understanding of value, which saves this
business from the various kinds of wastages of
time and money. Panther always tries to use
the efficient ways of promoting the business
successfully which helps this business to
interact globally. Just because of this the
market share of this business gets increased
and gets chance to gain more popularity and
attractiveness of the customers. These
discussed things can get considered as the
opportunities for this business in the perfect
manner.
running the effective business gives birth to
more and more competitors in the target
market. Those competitors try hard to pull the
business of Panther backward by making some
extra efforts. They include various strategies
for increasing the efficiency of their business
by adopting some attractive changes for the
customers. As same, they also announce some
discount offers or benefits so that their sales
can get increased. These competitors highly
affect the business of Panther in such a
negative manner and act as a threat to it.
S.W.O.T. Activity Sheet
S.W.O.T weakness/ threat Activity to address
weakness/threat
Activity completion date
Lack of Co-operation For reducing this threat and
weakness form the business
there are various activities can
get included in. The activities
like games, week to week
rewards and recognition can
26 April 2018 to 3 May-2018
31

get take place. It will help the
business to get overcome with
these weaknesses. The
conflicts between of
employees and management
should get reduced by the
managers. For leading the
employees in the better way it
is important to help them with
more opportunities and time
so that business can improve
more. Helping people with
their issues and problems
which they are facing in their
working environment will be
so helpful in increasing the
effectiveness of the business.
Including the employees in the
decision-making process will
help in gaining the trust and
faith of them towards the
managers and business. It will
greatly help the customers of
Panther in being co-operative
with the activities of a
business.
Increased Competitors It is true that the competitors
affect the success of the
business in a negative manner.
4 May 2018 to 11 May-2018
32

In order to reduce this issue,
security of the process
procedures and strategies
which company is using is
importantly required. As same
it is also important to know
the area of competition. On
the other hand, taking care of
economic condition in the
target market is also required
so that the competitors cannot
affect the business of Panther
in a negative manner.
33

Monitoring/measurement activities
Marketing
activity
Date of
review
Monitoring methods Any actions for the anticipated
affect
Social media
promotions
It is a basic media
approach used to
communicate with the
targeted audiences.
Communication on the
used concept is
effective to motivate
targeted market to buy
their products. To
monitor the
performance of the
Facebook for ‘Panther’
Facebook insight can
be used to measure its
performance in the
targeted market
(Smith, 2017).
Facebook and
Instagram will provide
a platform to
communicate with the
targeted audience
(Anastasia, 2017). It
will helps in the
betterment of the
Social media marketing and
advertising is an emerging concept
which provides a large network to
communicate and deal (Treadaway
and Smith, 2012). Each and every
people are available on the social
media platforms for instance:
Facebook, Twitter, and Instagram
etc. regular post will be used to
attain the targeted objectives by the
social media marketing. Facebook
and Instagram are the most common
channel or platforms which are used
by the people regularly. Facebook
and Instagram will be used to
promote “Panther” in those
geographical areas in which new
stores are opening soon. Images and
videos will be posted in these
identified social media marketing
platforms which can help to the
organisation to deal better about
their concept within the targeted
market. Use of social media
marketing and promotions are
34

concept which will
help to attain targeted
objectives in a better
manner for the
organisation.
effective generate hype about the
concept of “Panther” in its
identified targeted market which
can helps to the organisation to
attain its targeted sales. Marketing
managers have key responsibility to
maintain the social media marketing
in the organisation to communicate
effective with the targeted audience.
Print media
advertisement and
promotions
Sales graphs will be
used to analyse the
performance of the
print media
advertisement. Sales
record before the print
advertisement and
sales record after the
print advertisement
will be analysed which
will help to analyse the
impact of the print
media effectiveness
for the organisation
increasing the sales.
Panther has used print
media promotions of
their business concept
which has made a
huge impact on the
An effective content have to be
published in the newspaper and
magazines in the NSW. It is an
effective thing which cans helps to
attain the enhanced sales targets of
the organisation. Print media has to
contain specific content which has
attraction factor for the readers to
attract their concentration. Benefits
have to be properly explained in the
print media advertisement which
can help to the company to attain its
sales and brand recognition targets.
The organisation wants to maximise
the brand popularity in the targeted
market.
35

sales and brand
recognition.
Advertising and
promotions
through SMS
Opt-out rating tools
can be used in
measuring and
monitoring of
advertising and
promotions through
SMS of the
organisation. Opt out
rate clearly defined
that how many of the
text receivers have
ignore your message
or SMS. It helps to
measure the
effectiveness of the
SMS campaigning opt
by the company to
aware the customers
about the products and
services provided by
them into the targeted
market.
It is analysed that organisation has a
higher rate of opt out rate which is
clearly indicating the need of
changes in the SMS campaigning.
They have to send the message in
the free time of the targeted market.
Poor timing in targeting to the
audience is the major aspect which
is affecting negatively on the SMS
campaigning (Fry, 2018).
Advertising and
promotions
through E-mail
marketing
Click through rate can
be used to measure the
effectiveness of the
promotional
Lower click through rate is showing
that organisation is not effective in
this campaigning so they have to
use effective content to obtain the
36

campaigning of the
Panther by E-mail.
objectives (Fry, 2018).
37

Conclusion
This report includes the relationship between traditional marketing strategies of a siloed sector to
the customer requirements. The integration points of the convergent and traditional environment
have also taken place in this report. It also describes the important role of the customers in the
convergent environment. Various tools and techniques have been discussed in this study to make
the business more efficient and successful as well. As same it also includes various strategies for
promoting the business in the greater manner. At the other hand, the different activities such as
sales and distribution activity, managing activities, marketing activities have also been taken
place in this unit in a well-behaved manner to make this report attractive and meaningful as well.
38

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