Marketing Plan for Adairs-Australia: Semester 2, 2024 Report

This report presents a comprehensive marketing plan for Adairs, a leading Australian retailer specializing in home furnishings. It begins with an executive summary and introduction, followed by an in-depth analysis of the company's current marketing issues, including the impact of inflation, ethical advertising concerns, and website performance challenges. The report then delves into market segmentation, target market identification, and product positioning strategies. A detailed marketing mix strategy is proposed, covering promotion, pricing, and placement. Finally, the report concludes with recommendations for improving Adairs' marketing performance over the next 12 months, aiming to increase revenue and meet customer needs. The analysis highlights the importance of adapting to market dynamics and leveraging online platforms to enhance customer engagement and drive sales. The report is a valuable resource for students studying marketing and business strategy, providing a real-world case study of a successful retail operation.