Strategic Marketing Plan for Thio Eye Care: Analysis and Objectives

Running Head: STRATEGIC MARKETING PLAN
STRATEGIC MARKETING PLAN
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Executive summary
The report is based on the effectiveness of strategic marketing and the plans that needed to be
kept in mind for the implementation of a marketing plan in an organisation. The organisation
chosen is they Care and eye care service centre located in Australia. The report follows the
effectiveness of the marketing plan and conducts a situational analysis of the external and
internal environment of the organisation. The effectiveness of marketing mix and the budget
that needs to be maintained by Thio Eye Care is developed so that it can continue its progress
in the market and ensure that it continues to dominate the eye care service centre in Australia.
Objectives are developed that need to be attained to reach its goals and the implementation
framework of the marketing plan is made based on the analysis of the topic.

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Table of Contents
1. Introduction............................................................................................................................3
4. Marketing Decision Tools (A3).............................................................................................3
5. Marketing objectives (A3).....................................................................................................6
6. Strategic decision Analysis....................................................................................................7
Ansoff’s marketing matrix.....................................................................................................7
BCG strategic Matrix.............................................................................................................7
Product life cycle....................................................................................................................8
Brand positioning strategy......................................................................................................9
7. Marketing strategies.............................................................................................................10
Product strategy....................................................................................................................10
Product development............................................................................................................10
Price strategy........................................................................................................................10
Promotion strategy................................................................................................................11
8. Implementation plans and marketing metrics framework (A3)...........................................11
8. Conclusion............................................................................................................................12
Reference list............................................................................................................................14
Appendices...............................................................................................................................17
Appendix 1: BCG Matrix.....................................................................................................17
Appendix 2: Brand positioning strategy...............................................................................18
Appendix 3: Ansoff Matrix..................................................................................................19

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Appendix 4: Product Life cycle............................................................................................20

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1. Introduction
Thio Eyecare is an Australian bulk-billed Medicare eye care organisation that offers
comprehensive eye care services using the latest diagnostic technologies. The mission of the
organisation is to offer the best services for the people. The strategy of the company is to
deliver people with the best quality spectacle frames and lenses at affordable prices
(Thioeyecare.com.au, 2018). In addition to this, the company helps the people to define their
personal beauty and to perceive beauty in the world. The service of the company includes
regular check-up of the eye, examining the causes for drying of eyes, myopic controls, vision
therapy using the latest available technologies.
Based on the strategies used by the company the marketing plan will outline the
internal and external environment in which Thio Eye care presently operates, by undertaking
a thorough analysis of the organisation’s new eye care products (Thioeyecare.com.au, 2018).
Therefore, through this outlined analysis and objectives, the strategies for the company will
be suggested to develop the organisation’s marketing plan.
In this firstly, a situation analysis will be conducted evaluating internal as well as
external factors of the company with an in-depth competitor and customer analysis for the
organisation. In doing so, the new and existing eye care products and services will be
examined with the help of various tools such as BCG matric, Ansoff analysis, and brand
positioning method along with product lifecycle analysis. Therefore, from these findings, the
marketing objectives will be elucidated and marketing mix strategies will be suggested.
4. Marketing Decision Tools (A3)
The focus of the brand life cycle analysis for Thio eye care will be conducted as a
whole to demonstrate the existing pattern of sales of services within the existing marketing
position of the company. In this context, the most significant change within the organisation

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may be due to the impact of the natural environment that plays a huge role for the industry
provided with green movement by motivating the customers by helping them to choose more
efficient, self-sustainable eye care products (Lovelock & Patterson, 2015). However, the
energy sources used such as oil may have a high impact on the environment. Therefore,
threats from the fines and increase in the cost of raw materials may impact on the business.
On the contrary, the launch of carbon taxation may affect the future profits of specs savers.
This may hamper the production and growth of the company as well as its movement towards
strategic segmentation and establishment of efficiency in business. The current eye care
products such as spectacles and lenses with an older design may go through a decline in their
product lifecycle in the existing marketing trends (De Mooij, 2018).
However, the eye care industry is in a stage of growth as more and more people
prefer eye care products for the wellbeing of their health. According to Armstrong et al.,
(2015), there is a constant rise in competitors resulting in price rivalry. Competitors such as
spec aver Luxottica south pacific holdings and many other emerging players within the
market. These entire organisations are offering affordable optical services and eyewear
products through online and offline stores (West, Ford & Ibrahim, 2015).
The BCG matrix categorises the products in relation to the significant cash generation
and the amount of cash that is needed to support the product while taking in to account the
market growth percentage and the comparative market. In this, the products are classified into
sources of income, dogs, stars and question marks. The figure of the BCG matrix represents
the position on the matrix that the new eyewear products while considering the relative
position of the major competitors. This type of evaluation will help Thio eye care services to
effectively apply the resources for securing the competitive positions for future (Proctor,
2014).