Night Owl Marketing Plan

This project report analyzes the marketing plan of Night Owl Convenience Stores, a prominent Australian retailer. It examines the company's background, conducts a situational analysis using SWOT and PESTLE frameworks, and outlines a comprehensive marketing strategy. The report also includes a detailed financial analysis and a plan for implementation and control.

Task 2

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 2 ...........................................................................................................................................1
Marketing Plan ...........................................................................................................................1
CONCLSUION ...............................................................................................................................8
RFERENCES ..................................................................................................................................9

INTRODUCTION
This project report is based on the marketing plan of the organisation that is Night owl as
it was open in 1975 and it is situated on Milton road, Auchenflower, Brisbane. It was implanted
by former store manager of Woolworth. It is basically a supermarket which provide large variety
of products such as fruits , vegetable and all groceries products. It provide low range of products
with high quality. Marketing plan basically a plan which outline the marketing strategy of the
company as this project the marketing plan will include goals of the company and also the
mission and vision of Night owl. It will also state the purpose and scope of Night owl. And
company background and also it analyses the situation such as the internal and external factor
which affect the company to the large extent. It will include Swot and PESTEL analyses to
identify all the factor that influence Night Owl. Further it will discuss the marketing mix which
is the set tool that influence the company. And at last it will evaluate and control the factors.
TASK 2
Marketing Plan
Company and industry background
Night Owl Convenience Stores in the franchised system comfort stores operating in
Australia, preponderantly in the state of Queensland. Its stores offer grocery products , fresh
fruit and vegetables, BBQ chickens. The company was founded in 1975 and is based in the
Kangaroo Point, Australia. Company operates as the subsidiary of Think Convenience Pvt. Ltd.
The first store opened in 1975 and was situated in the Brisbane suburb of Auchenflower. The
shoes predated 7 Eleven opening in Australia by 12 months. The store traded 24 hours, a day, 7
days week offering an extensive range of traditional supermarket grocery products together with
fresh fruits, vegetables and hot BBQ chickens.
Situational Analysis
Situational analysis means to the collection of techniques which managers utilise the
analyse internal and external surrounding of company to know the capabilities, consumers and
business atmosphere. In this section, there are three types of environment like internal, consumer
and external environment (Ferrell and Speh, 2017). Company use the SWOT analysis as internal
environment, PESTLE analysis as external environment and segmentation, targeting as well as
positioning as the consumer environment of business.
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PESTLE Analysis (External Environment):
Political Factors:
It involves taxation, trade policies, government rules and regulations and other factors
which influences on the operations of the company. Night Owl Convenience store open the new
store in the United Kingdom, so that rules and regulation of UK highly effected on the operation
of company. Political stability is also very essential aspect for company which impact on
operation of Night Owl Convenience store.
Economic Factors:
It includes inflation rate, foreign exchange rate, interest rate, populations rate and other
factors which influences on the activities of business. For example: the inflation rate is very high,
so that people buy the limited the goods and services (Cacciolatti and Lee, 2016). This can
highly influences on the operations of Night Owl Convenience Stores. The foreign exchange
rate is also essential factor in the economic which directly impact on activities of Night Owl
Convenience store. It also involves disposable income of customers, unemployment rates which
have directly effect on company. If impact on purchasing power of consumers and modification
in demand and supply models in the UK economy. Also, it influences on prices of goods and
services of Night Owl Convenience Stores in the selected nation. If the company opening new
store in the nation, so that it reduce the unemployment rate in the nation. This can impact on
economy of country. Also, this is beneficial for company in relation to open new store in the
country.
Social Factors:
It includes consumer trends, demand, taste and preference, high standard of living and so
on. These factors highly influences on operations and functions of the organization. Therefore,
company needs to the provide the high quality products and services as per the consumer's
standards in the society. This can help to increase the attraction and expectation of consumers
towards the goods and services of company (Blakeman, 2018). It also involves, age distribution,
career attitudes, safety emphasis and health consciousness etc. Thus, company needs to
determine all factors while offering the products and services in the selected nations. These
elements are specially essential for marketers when targeting new consumer within the
marketplace.
Technological Factors:
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It includes technologies advancement and innovation which help to create the chances for
business. This kind of technological advancement can influences on operations of Night Owl
Convenience Stores in the selected nation. This can help to increase the attraction and
expectation of consumers towards the goods and services of company (Lidstone and MacLennan,
2017). Also, this can aid to success of company in the United Kingdom. In this factor, company
needs to focus on innovation or creation as per new trends which can influences on activities and
functions of Night Owl Convenience store.
Environmental Factors:
It involves environmental awareness, green agenda, whether conditions and so on. These
factors influenced on operations of Night Owl Convenience Stores in the selected nation.
Therefore, company needs follow all kinds of environment regulations which help attract more
consumer towards the goods and services of Night Owl Convenience Stores in the United
Kingdom. The developing awareness of possible impacts of climate change is influenced ways of
companies operate and offer the goods. This can led to many firms getting more and more
included in practices like corporate social responsibility and sustainability. This can help to
effective marketing of goods and services of Night Owl Convenience Stores in the selected
nation.
Legal Factors:
It involves employment laws, labour laws, health and safety regulations, policies and
procedures, consumers protection, copyright and patent regulations which are necessary to
follow by company while opening new store in the nation (Chernev, 2015). With the help of it,
consumer feel satisfied while purchasing the products and services from the Night Owl
Convenience Stores in the selected nation. If the company operates internationally, so that it
become specially tricky since each nation which has set of rules and regulations.
Customer Environment:
Consumer environment is also part of situational analysis of company which includes
identify the target consumer, needs of consumers and goods as well as services that meet the
needs and wants of customers. In this section, Night Owl Convenience Stores can utilise the
segmentation, targeting and positioning for analysing the consumer environment in the company.
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 In segmentation, company select demographic which involves age, gender, income,
occupation and other segments. Also, company choose behavioural and psychograhic
segment which includes lifestyle, consumer profiles etc.
 After that. They target all age group, male and female as gender for providing the goods
and services to the consumers (Koskinen, 2016). Then, company needs to distribution
and promoting the goods and facilities for attracting the more consumers within the
marketplace.
 In this context, company needs to focus on all kinds of segments for targeting more
consumers and creating positions in the marketplace as compare to their competitors.
 With the help of, company accomplish the objectives and goals of marketing as well as
successfully implementation of marketing plan.
Internal Analysis (SWOT)
SWOT analyses enables firms to identify factors which will influence the working of the
company. During SWOT analyses the investigator will research the strength and weakness of
the organisation and also identify all the opportunity and threat and after analysing all the factor
the company will work accordingly to minimise the risk in the organisation. It has discuss the
SWOT analyses of Night owl -
Strength – it is the most important part of the organisation as it make Night owl unique from
others and helps to gain competitive advantages. One of the biggest strength of night owl is that
it provide high quality products in low prices so it make night owl unique from other. Also it
uses high skilled employees which are very loyal to the company and work in Order to achieve
the goals and objective of the night owl. Night owl also ensure superior customers services as it
provide high quality after sale services so to make satisfy the customers. And also it has large
number of loyal customer which make Night owl to gain competitive advantages. It also has
good relationship with the supplier so that they provide timely delivery of raw material and also
it provide customer fast delivery and also it is easily available to the customers to the large
extent. Beloborodko, A and et.al, 2015
Weakness – Night owl also experiences many weakness which it has to work on it . Such as it
has limited number of stores which is one of the weakness of the night owl. And also it doesn't
have large global presence in the world. Also it does not spend much amount on research and
development so it lack in offering innovative products to the customer. And also it need more
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advance technology and also has to expand its products and diversify its goods and services in
order to increase the sales of the company. It does not have hight successful at integrating firm
with different work culture (Fan, Lau and Zhao, 2015).
Opportunity – Night owl has many opportunity which helps the company to the large extent. As
one of the opportunity to increase its sale is that it offer cheap Tuesday under this scheme it offer
low rate of products with high quality as it attract number of customers. Also it has the
opportunity to diversify its products and services. And also it available to the customer at any
time. Also it has the opportunity to increase its customer with the help of online marketing and it
also adopting new technology to work in the better manner (Liu, Li, Chen and Balachander,
2017).
Threat – it one of the biggest threat of night owl is that it has great competition threat specially
with 7 eleven. It has to improve its products to gain competitive advantages. And also it provide
cheap price product but sometime people do not prefer it. Also it has threat from the supplier as
they might switch to the other company so it need to maintain a good relationship with the
supplier. And also changing consumer behaviour is again the biggest weakness for the company
as it is important to study the needs and wants of the customers (Stead and Hastings, 2018).
Marketing goals and objectives:
Marketing Objectives are short term accomplishment to aid to accomplish long terms
goals. They can be set on weekly or monthly deadlines. These goals aid business set out the
wants of business to accomplish from their marketing strategy (Evans, 2016). In the marketing,
goals and objectives can be SMART which stands for specific, measurable, attainable, realistic
and timely. In this context, the marketing objective of Night Owl Convenience Store is to
increase the sales and profits of business in the UK through opening new store. Thus, this kind of
objective can be specific, measurable, attainable, realistic and timely. In this context, company
needs to focus on the accomplishment of marketing objectives and goals.
Marketing strategy
Marketing mix – Marketing mix is basically a combination of factor that can be control
by a company to influence products. It basically a technique of putting the right product or a
combination in the right place at the right time and also at the right time. It helps the business to
the large extent. It involve 7 Ps such as price , product , place, promotion , physical evidence ,
people and process. All the factors if it uses in the correct manner then it helps to achieve the
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goals and objective of the night owl and also it influence the supermarket to the large extent. It
has discuss the marketing mix of Night owl which is providing supermarket grocery goods which
is discuss below -
Product strategy – As Night owl provide very cheap products and services and also its
products are available easily. It offer big range of regular supermarket grocery goods including
fresh fruits , vegetable and hot BBQ which attract large no. of customers and also it
provide high quality of goods and services which is speciality of Night Owl. And in
additional it also stated night owl cafe to increase the sales of the organisation. It provide every
range of products and also sales its products online which helps Night owl to the large extent.
Night owl products helps to gain competitive advantage and also help in sustainable growth of
the company (Düking, Holmberg and Sperlich, 2018).
Price Strategy –It is one of the most important tool of marketing mix as it influence the
company to the large extent. Night owl believe that to provide high quality products in low
prices. Also it provide various offer to the customers which attract them to the large extent and
also bring new innovative ideas with different way. Recently Night owl launched cheap Tuesday
under this scheme they provide many products at low prices and also it is the great way of
marketing. Also Night owl follows the strategy of cost leadership in its pricing strategy means it
providing lowest priced goods while at the same time and also in high quality. Mostly products
are between $1 and $3 . also it offer to its customers loyalty rewards which make customers loyal
to the Night owl.
Place Strategy - Night owl has 68 stores in network and also they are planning to open
new 6 stores and also has 6 franchises for sales. Its products are easily available to the
customers . It provide big range of regular supermarket grocery goods which include fruits
vegetable etc. and it started with night owl cafe. It is available to the customer at every time.
Promotion strategy – Night owl has a strong brand image and every customer relies on
low prices. It also has loyal customers. But it has strong command on marketing. For marketing
it provide various promotional activity to promote its product such as it started with cheap
Tuesday to attract large number of customer under this it offer large number of product in low
prices which help Night owl to grab large number of audiences . Also it promote its product
online as it prefer online marketing. Night owl also provide many food offers such as food
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combos which provide food at lowest prices. And also provide drinks at low prices. So to attract
customers. It offer large discount like buy one get one free technique as promotional strategy.
People strategy – Night owl employing a lot of people. As night owl encourage diversity .
It value more people as it do all the efforts to satisfy the employees. And also it provide positive
environment that help employees to the large extent. It also provide customer services to make
them satisfy as they trained its employees to sloe every problem of the customers (Beloborodko
and et.al, 2015).
Process strategy – The process that considered are the accessibility , service features and
capacity level of production. It process is very simple and easy and provide many services in the
easy manner with no complication. It also include the various steps of delivering a products to
the ultimate customers. Or the whole delivery process of the Night owl.
Physical evidence – the physical evidence are stand as a proof of authentic products to
the customers. It include packaging , logos, that are used by Night owl to its customers. It also
provide good environment in the stores as stores are also included in the physical evidence. Also
it has humble staff which make the customer feel happy and make them satisfy . And also its
packaging attract the customers to the large extent. This complete the marketing mix of Night
owl. It include all the tangible evidences of the services and also the environment that the
services are taking place (Bull and et.al, 2016).
Implementation plan
Marketing implementation is the procedure of performing marketing strategy through
making specific activities which will raise that accomplishment of marketing objectives of Night
Owl Convenience Store. It is the very necessary to implement the marketing plan for knowing
about the position of company within the industry (de Wilde and et.al., 2016). In this context,
company needs to follow the different steps for marketing plan implementation like setting the
accurate expectation, build team and secure resources, communicate the plan in between team
members, create timelines and activities to each team members, establish dashboard for tracking
success, monitor and check in on daily basis. Also, company needs to communicate result of
marketing plan.
Evaluation and controls:
Following all kinds of stages, company needs to evaluate and control of the marketing
plan in relation to the goals. It is very necessary to evaluate the marketing strategy and marketing
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plan which help to accomplish the marketing objectives of Night Owl Convenience Store. In this
context, company needs to follow marketing audit for tracking the execution of the plan against
desired result in case strategic changes need to be made (Kearns, Schmidt and Glantz, 2016).
Marketing audit is thorough review of marketing plan, goals, strategies and current action being
performed in the business. The objective is to look working and identify areas of improvement
within the company.
Financial Analysis (Budget)
Marketing expenses
TV advertising £150.00
Radio advertising £80.00
Print media £100.00
Campaigning £90.00
Public relations £120.00
Total monthly expenses £540.00
CONCLSUION
This report has summarised that selected company open their new store in the nation, so
they create marketing plan for business. It can be concluded that company and industry
background, situational analysis, marketing gaols and objectives, marketing strategy and
implementation and control of marketing plan. It can be discussed that situational analysis
involves internal, external and consumer environment analysis for preparing the marketing plan
of business. It can be analysed that marketing audit for evaluating the marketing plan and
accomplishing the marketing objectives of selected company. Furthermore, report has completed
that different stages adopt by company for implementation of marketing plan by company.
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RFERENCES
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Liu, Y., Li, K.J., Chen, H. and Balachander, S., 2017. The effects of products’ aesthetic design
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