Applied Project in Marketing: Strategies for Freedom Australia

Running head: APPLIED PROJECT IN MARKETING
Applied Project in Marketing
Name of the Student:
Name of the University:
Author’s Note:

1APPLIED PROJECT IN MARKETING
Executive Summary
This report highlights the issues that emerged through the situational analysis of the company
Freedom Australia. The situational analysis clearly reveals that the major issues that the
concerned organization faces in the business market of Australia are lack of effective online
presence, high price of the products or the services charged by the company, intense
competition and others. The company Freedom Australia, is still dependent on the brick and
mortar model of business and thus faces a substantial amount of threat and competition from
the ones which use the e-commerce model of business. The mitigation of this issue through
the use of omni-channel business strategy will help the organization to reach out to a larger
customer and increase its profitability. Freedom Australia charges a higher amount of price
for the products or the services offered by them and this is adversely affecting its business.
Thus, it is likely that the use of cost leadership will enable the company to gain more
customers and also to gain competitive advantage as well. Finally, the intense competition
that the company is facing has limited its growth prospects. This can be mitigated through the
use of digital marketing strategies, product differentiation, products adaptation and others.
These issues are important since these not only the basic aspects of the business of Freedom
Australia but at the same time they are hindering the effective growth of the organization as
well.

2APPLIED PROJECT IN MARKETING
Table of Contents
Introduction................................................................................................................................3
Freedom Australia......................................................................................................................3
Marketing Objectives.................................................................................................................4
Target Market and Positioning...................................................................................................7
Key Strategies............................................................................................................................8
Recommendations......................................................................................................................9
Conclusion................................................................................................................................10
References................................................................................................................................11

3APPLIED PROJECT IN MARKETING
Introduction
The changes that has taken place within the spectrum of the contemporary business
world has made it imperative for it to resort to the use of diverse kinds of strategies or
measures which were not used by the organizations in the earlier times (Baker 2014). Wagner
and Eggert (2016) are of the viewpoint that the changing nature of the business world
becomes apparent when the needs of the modern organizations and also the demands of the
customers are taken into effective consideration. The net result of this aspect of the business
world is the fact that the organizations are not only finding it hard to attain sustainability but
at the same time to attain a higher rate of profitability as well (Le & Czakon 2016).
As opined by Menon et al. (2015), this change has propelled the diverse organizations
to take into effective consideration the entire concepts of promotion as well as marketing,
something which was not seen in the earlier times. Furthermore, it is also seen that the
organizations are required to conduct thorough market researches to identify the customer
base or the section of the population on which they need to place their focus but also to
understand the needs or the demands of these customers in the most effective manner
(Chernev 2018). This in turn helps the organizations to design the products or the services
offered by them as per the demands of the customers but also to design the marketing or the
promotional plans which will appeal to these customers in the most effective manner (Yu,
Ramanathan & Nath 2017). Solomon et al. (2014) are of the viewpoint that the prospects of
the products or the services offered by an organization or for that matter of the entire
organization itself depends on the effectiveness of these marketing or promotional strategies
or plans. The major issues that the concerned organization faces in the business market of
Australia are lack of effective online presence, high price of the products or the services
charged by the company, intense competition and others. These issues are important since
they directly affect the business process of the concerned organization and the mitigation of
these issues can help the concerned organization to gain success. This report will highlight
the marketing plan that the organization Freedom Australia can use for the process of their
business in the particular context of the business environment in which they are operational.
Freedom Australia
Freedom Australia, established in 1981, is one of the largest retail homeware stores in
the nation of Australia (Freedom Furniture and Homewares. 2018). The company under