Target Market Segmentation: Doc

MARKETING PLAN FOR THE
COMPANY ALLPLASTIC

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
SWOT.........................................................................................................................................1
Target Market segment...............................................................................................................4
REFERENCES................................................................................................................................7

INTRODUCTION
The present report is providing analysis of competitors of Allplastics such as
Architectural, Baresque and Engineering, Dotmar with reference to SWOT analysis.
Furthermore, it will be stating target market segment for Allplastics.
SWOT
Barsque Dotmar
Strength
This company has its presence from
year 1975 as it is premier distributor of wall
coverings, wallpapers, acoustics, fabrics and
architectural finishes with various offices in
Australia and in Sydney, Melbourne, Adelaide,
Brisbane and Perth. It has expansion in
fabrication and local manufacturing with
extensive range of various architectural
product as they offer short lead times and
flexibility. It has international reach and
currently operating via distributors in Canada,
Singapore, Mexico, Korea and USA. It does
not repeat its pattern as its lead time is approx
2 weeks with express delivery (Baresque
Architectural, 2019). It provides its products
with all range with the best quality and known
for leadership in offering qualitative
commercial interior design material and
finishing throughout globe with broad range of
locally and house fabricated option.
Strength
Dotmar has reflected its presence from
year 1967 as indirectly it had completed 50
years of service in year 2017 to its customers
in New Zealand and Australia. They have
updated themselves or evolved with right
product and solution to market. It is the largest
distributors, importers and machinists of
polyurethane and conveyor, thermoplastic
stock shapes components in Australia and New
Zealand (Dotmar Engineering plastics
Australia, 2019). In the same series, it built
leading position in market by delivering the
best level of customer service and advice on
basis of applications supported with in-depth
level of expertise. It has attained excellence in
technical support, material selection,
applications development and distribution. It
has the best knowledge base with context to
polyurethane and conveyor products with
presence of strong partnerships and highly
skilled team for product development through
best network of mechanical engineers.
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Weakness
It is highly present in commercial
purpose as compared to household as it strong
target audience. In the same series, the
structure are stabilised and occupies additional
space which means that sometimes it is less
profitable area on some of the floors because
of transitional structures. It deals with vinyl
manufacturers which is hazardous and toxic
because it is formed by man (man made) and
harmful to environment. It has huge cost for
installation of stabilising structure outcomes in
cost of framing wallpapers along with various
other fabrics. These wallpapers are not
permanent as it is not manufactured with very
strong raw materials like paint, plywood,
paints and cement (Sullivan, El Asmar and
Sullivan, 2019). In the similar aspect, it does
not use upgraded technology for its production.
It has lack of marketing, improper website and
promotion of its brand and charges high cost
for hosting and even not listed as well.
Weakness
The plastic products are not permanent
as its implication in construction is not strong.
It might fight against profit margin because of
highly qualitative products with less price. The
thermoplastic engineering is facing challenges
to metals with application of material handling
such as cranes, minerals, draglines and
material processing application. It uses
Polyamide which is harmful to environment
along with uncontaminated either in
thermoplastic and offering too-high quality.
Dotmar had founded guilty for two charges in
Country court under Occupational health and
safety act 2004 (Severe punishments awaiting
companies that skirt their obligations towards
health and safety, 2019). With this failure to
maintain plant of system of work with
reasonable practicable, safe along with absence
of risk to health. In the similar aspect, its two
employees were injured as well which leads to
bad brand image as company procedures
sought to override multiple procedures of
safety essentials for operating machinery.
Opportunities for Allplastics
By considering strength and weakness of Dotmar and Barsque, Allplastics should
improve its product by using strong plastic products. In the present scenario, consumers are
prefering sustainable products so Allplastics should use materials which are not harmful to
environment and work on Corporate social responsibility activities. Furthermore, it should try to
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work on minimising installation cost for stabilising structure for designing wallpapers with the
best fabrics. There should be implication of best and advanced technology and attractive website
for marketing and promotion of brand. The most important concern is related to employee safety
as it must direct comply with Occupation health and safety standards.
Opportunity and threats of Barsque
Opportunity
The organization can lay special emphasis on household because it has great target
audience. In the same series, it could tie up with hotels, casino, restaurant and in whole
hospitality industry as well. In the present era, people's interest for 3D printing is raising as
technology used should be updated and opportunities for product customisation in huge demand.
As option of customisation should be given to its clients which will lead to raise brand reputation
and image in its industry. The back catalogues should be monetised as customer tastes and needs
are altering on regular basis with availability of new designs and technologies. In the era of
artificial intelligence, must be used for predicting need of its products which will help in
increasing sales and profit margin. Positioning themselves as resource for purpose of designers
with objective of utilising themselves with this great opportunity.
Threat
There is existence of various player which are already offering similar products along
with good reputation and huge customer base. There are various listed companies which offers
huge discount. Problems on basis of raw materials and designs for uniting all divisions where
business cycle takes long time for development. Its major competitor in Australia is ALLplastics.
Opportunity and threats of Engineering Dotmar
Opportunity
In the present era, its fabric should be non-stick, flexible and best is reusable and last for
years will lead to huge success. The fabrics which are fit for bag sealing machines, Oven dryer
belts, release liners, heat shrink tunnels, non stick baking liners and splash curtains are in
upcoming trend but with chemical resistance. The technical application should be used for
thermoplastic materials in number of huge range of industries with range of pharmaceutical,
mining and material handling to multiple architectural designs and products. The tie up for
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giving extensive knowledge base coupled with the best partnership from the world leading
manufacturers which will lead to best brand image along with reputation in industry.
In this scenario, the events which has need of temporary construct in their locality is
replicated as other opportunity and to strike partnership which will produce financial value and
raise customer base along with brand reputation. There is increasing demand of 3D printing and
updated technology with very broad range of opportunity of product as per customisation to fit
demand of customers. In nutshell, it should be in conveyor belt building, cut to size plastics,
plastic fabrication, rubber, metal and timber replacement, plastic fabrication, toilet partitions,
machined plastic products and flow promotion lining.
Threats
There are various existing organization as big player which are offering identical plastic
products along with the best customer base and reputation. It is only operating in Australia and
New Zealand whereas various companies has global reach for import and export as well
(Heatbelts: Lightweight solutions to high and low temperature demands, 2019). If there is any
change in suppliers then this will directly impact organization in worsen aspect and affects
financials as well.
Target Market segment
The market segmentation concept is very important for assessing market along with its
strategy. Segmentation could create huge differences for understanding market in efficient
aspect. ALLPLASTICS will have its target market segment to all building and facility required
to skilled engineering work for purpose of implementing and designing.
Demographic: It will be targetting government with requirement of local and state
government are renovating its existing facilities for handling restructuring programs. In simple
words, there is addition of innovative facilities along with renovated space and spending on
government construction must raise. In turn, this will provide advantage of budget friendly setup
which is very easy for assemble, recycle and transfer. This will bring revenue to organization and
also spread awareness about company's existence and increase brand reputation to gain potential
consumers.
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Behavioural: It is considered as process for dividing the whole market in little
homogeneous groups on basis of buying behaviour of customer. Generally, it will be done with
context of buying pattern of its consumers such as brand loyalty, usage frequency, benefits
required for any occasion. This will be attaining competitive advantage in technology driven
manufacturing with reference to unparalleled industry gained experience in assembly and
advanced modelling. It forms multitude of products with high quality and broad range on
industries like industrial applications, pharmaceuticals, retail packaging, consumer products and
medical. The product should be customised with application of multiple variety of resins and
thermoplastics.
It lays special emphasis on zero defect by giving premier precision injection molding
with reference to high liability componentry. The molding techniques are utilized scientifically,
documented process control along with automation their capability of giving product with high
quality at low cost.
 With reference to private and commercial sectors, it must lay special emphasis on
renovating existing facilities but not new construction. The business unit would continue
for extracting efficient application of existing space where re-engineer all existing
operations via innovative pattern of work. The renovation of the existing location will
attract and retain shoppers as key theme. In this aspect, various retail chains are directly
investing to face lift to its old stores to be highly competitive.
 The healthcare and senior facilities would be targetted as new direction is directly fuelled
with potential growth and modification of health care facilities and its delivery. In the
present scenario, maintenance of healthcare facilities are natural extensions for their
business such as long term, primary, home and respite care along with therapies. It gains
benefit by expansion, ancillary services, medical equipment and facilities of drug
research.
 Other architectural and engineering firms: In the present era, architectural and
engineering firms have requirement of additional consulting for engineering. Skilled
engineers are very essential for architects to form designed a reality and big firms have
more work which could be handled. With context of certified engineers along with
experience and ongoing relationship with planers, government and commercial
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developers as well. There will be application of contacts for learning innovative projects,
giving high quality services and competitive bids to market segments.
 There will be offering of mechanical, plumbing, electrical along with fire protection and
process of engineering with architectural projects.
Geographic: This will be segmenting itself in geographical location as its brings
materials from Germany. In the similar aspect, it will be introducing new products in Australia
because it expertises in supplying polymer/plastic materials for architectural, industrial and
building application. The plastic industry has engaged manufacturing of different plastic product
and marketing with internationally and domestically in Australia. In simple words, Australia's
industry is highly relied on steady exports and import.
Psycho-graphic: There is huge demand for sustainable business practice so this will
ensure about its operations which are socially and environmentally sustainable. As
environmentalists had banned on plastic products as it will impact environment (Nafisi and et.al.,
2019).
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REFERENCES
Books and journals
Nafisi, M. and et.al., 2019. Manufacturing Engineering Requirements in the Early Stages of New
Product Development—A Case Study in Two Assembly Plants. In Advanced Applications
in Manufacturing Enginering (pp. 141-167). Woodhead Publishing.
Sullivan, J. J., El Asmar, M. and Sullivan, K. T., 2019. Consensus-Building Workshops to
Uncover New Market Entry Decision Factors for the Sheet Metal Engineering and
Construction Industry. Journal of Management in Engineering. 35(2). p.04018066.
Online
Baresque Architectural. 2019. [Online]. Available through
<https://www.architectureanddesign.com.au/suppliers/baresque-architectural-finishes>.
Dotmar Engineering plastics Australia. 2019. [Online]. Available through
<http://www.dotmar.com.au/index.php>.
Heatbelts: Lightweight solutions to high and low temperature demands. 2019. [Online].
Available through <http://www.dotmar.com.au/blog.php?poid=217>.
Severe punishments awaiting companies that skirt their obligations towards health and safety.
2019. [Online]. Available through <https://www.holdingredlich.com/blog/severe-
punishments-awaiting-companies-that-skirt-their-obligations-towards-health-and-safety>.
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