BSBMKG608 Project: Strategic Marketing Plan for Adventure Caravans

This project outlines a strategic marketing plan for Adventure Caravans, a family-owned business in Melbourne. It includes a situational analysis covering the company's background, current direction, and targets. The report reviews marketing performance through market research, SWOT analysis, and PEST analysis, identifying opportunities and threats. It formulates marketing objectives for the next three years using the marketing mix, outlines timeframes for activities, and includes a risk management plan. The plan aims to enhance Adventure Caravans' market position, increase profitability, and expand its reach while addressing legal and ethical considerations.

Marketing
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Marketing 1
Executive Summary
The purpose of the report is to prepare the strategic marketing plan for the company in case
study. In the present era, the company is dealing with the intense competition in the market due
to which it becomes essential for them to take the right steps. Considering the same, the analysis
of the strategic direction of the company will undertake in the report. In addition, the review of
the marketing performance from the future aspect will be conduct. Moreover, the finding reflects
the different opportunities and threats presented with the help of PEST analysis. The objectives
of the company are set for the next 3 years with the help of marketing mix. The timeframe for the
activities is presented with the analyses of the risk that will be faced by company.

Marketing 2
Contents
Introduction......................................................................................................................................4
Identify Strategic Direction.............................................................................................................5
Company background..................................................................................................................5
Identification of business current direction and targets...............................................................6
Situational Analysis.................................................................................................................6
Profit and loss..........................................................................................................................7
Market position matrix............................................................................................................8
Positioning map.......................................................................................................................9
Legal and ethical issues.........................................................................................................10
Review of Marketing Performance................................................................................................11
Market research.........................................................................................................................11
SWOT analysis..........................................................................................................................12
Strengths................................................................................................................................12
Weaknesses............................................................................................................................12
Opportunities.........................................................................................................................13
Threats...................................................................................................................................13
PEST Analysis...........................................................................................................................13
The scope of Marketing Opportunities..........................................................................................14
Cost-Benefit Analysis................................................................................................................14

Marketing 3
ROI – return on market investment...........................................................................................15
Industry Forecasts......................................................................................................................15
Formulate Marketing Objectives...................................................................................................16
Marketing Mix...........................................................................................................................16
Timeframes................................................................................................................................17
Risk Management Plan..............................................................................................................17
Conclusion.....................................................................................................................................19
References......................................................................................................................................20

Marketing 4
Introduction
The aim of the report is to perform the role of a marketing consultant and to prepare the strategic
marketing plan for the Adventure caravans. The owner of the company has contacted the several
marketing consultancy businesses with the motive to get assistance for preparing the strategic
marketing plan for setting pout the marketing objectives for the next 3 years. The case study
based on Adventure canvas is given which help in forming the strategic marketing plan. The
report includes a detailed analysis in a different section that is discussed below.

Marketing 5
Identify Strategic Direction
Company background
Adventure Caravans is a family owned business that is present in Melbourne with this company
is able to maintain its business operations for the next 30 years. The core business operation of
the company is to manufacture and sell Caravans.
Mission: - The mission of the company is to manufacture quality family caravans with the
obligation to fulfil the needs of the target market. In addition to this, the company believes in
everlasting adventures and memories that are a priority of the company. The mission of the
company is to be a responsible employer who can offer employees with a safe and secure
working environment.
Vision: - The vision of the company is to be recognised as a leading manufacturer and supplier
of the quality recreating as well as the commercial caravan and campers in Australia.
Organisational chart

Marketing 6
Considering the analysis of the company, it is recommended to the company to expand the reach
to the used caravans dealing as this helps them to increase the revenue stream of the company.
Identification of business current direction and targets
This section includes identification of business current direction as well as targets with the help
of the situation analysis.
Situational Analysis
The situational analysis includes the analysis of the external as well as the internal analysis
related to the factors that influence the operations of the company (CFI, 2018). The below given
is the description of the major factors that influence the working of the company.
Company Adventure Caravans is a family owned company who majorly offer the mid-
priced family caravans that range from the small pop tops to approx. 23ft semi
off-road units. The company will surely go to increase the range of products as
June and Barry
Smith (Partners)
Administration
and finance
Design Manager
(Son)
Production and
Qaulity manager
(Son)
Human
Resources
(Daughter)
General
Manager and
marketing

Marketing 7
well as the services (CFI, 2018). The company will expand its business
operations by including the used car dealing in their operations. The customers
of the company will increase as most of them are making use for the business
purpose.
Competitors The competitors of the company are increasing which affect the business
operations of Adventure Caravans. The major competitors of the company
include Aussie Wide Caravans, Compass and Majestic Caravans (Caravan
Links, 2019). In the near future, the competitors of the company will increase
because of the emerging market of Caravans.
Customers The customers of the company majorly include family, youth, and retirees. The
family and retirees demand is high as they are the one who is interested in
making the use of caravans. Further, youth present in the market will take
interest in making the purchase of caravans due to different reasons that
include business, hobbies, and many others. In the near future, the target
market of the company will increase with the rise in uses of Caravans.
Profit and loss
The profit and loss analysis helps in deciding the target market for the next 3 years. Over the past
many years, the company has operated the profit and offered a good return to its owners. This
has been found that the company is able to manage the high profit. This is evident with the fact
that Adventure Company is able to sell 200 caravans every year at the price range of $30,000 to
$70,000. This profit of the company will increase in the next three years with the rise in demand

Marketing 8
for the product. The company might be able to touch 400 caravans in a year with the support of
effective strategies.
Market position matrix
Blind Area
This section shows the mismatch between the
brand identity and the position of the
company in the external market.
Open Playground
This quadrant shows the match
between the brands identify and the
perception of it by the market.
Adventure Caravans falls under this
Quadrant.
Unknown Area
The unknown area shows that brand identity
is unclear and there is no distinctiveness is
communicated to the market.
Hidden Area
The brand identity is known but it is
not communicated to the market.
Brand
perception
(External)
Brand identity
(Internal)
Market
Position
Matrix

Marketing 9
Adventure Caravans Company is one of the leading manufacturer and seller of the caravan. The
operations of the company clearly show that the brand has an identity in the market. In addition,
the company is able to sell approx. 200 caravans every year that clarify that the market is aware
of the brand. This means that the company is able to maintain an effective position in the market.
Positioning map
Current Market position map
The positioning of the company shows the brand value and position in the mind of customers
who are present in the market. The current positioning of the company shows that the price kept
by the company is moderate with high quality. The products quality is very good due to which
only the brand is able to maintain an effective position in the market.
High
Quality
High
price
Low
price
Low
Quality
Aussie Wide
Caravans
Compass
Majestic
Caravans
Australian
Caravans

Marketing 10
Future Positioning strategies and map
In the near future, this has been found that the industries of Caravans are expected to grow in the
market. This has been found that the caravanning industry was worthy more than $19 billion to
the Australia economy (D'Mello, 2016). The industry is expected to rise and this will lead to the
rise in the positioning of Australian Caravans. The company will be able to register with a high
price and high quality as this will contribute effectively in enhancing the position. The valuable
brand who offer high quality generally asks for high prices.
Legal and ethical issues
 The legal requirement of the company includes the license for performing the business
operations that majorly include manufacturing and selling of Caravans.
High
price
Low
price
Low
Quality
Caravans
Compass
Majestic
Caravans
Australian
Caravans
High
Quality

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 Australia Caravans Company is obliged to follow the regulations related to the safety of
the product in the present as well as in the future (Hollensen, 2015). There is a possibility
of the numerous changes in the rules and regulations related to the safety of products that
might affect the working of the company.
 The employees of the company should be treated well under the Fair Work Act 2009
(FW Act).
 The company is legally and ethically obliged to respect the employee rights for the right
to privacy, fair compensation, and freedom from discrimination.
 In Australia, all the states and territories have a camper trailer, motorhome and caravan
need to follow the road rules (Caravan, 2014).
Review of Marketing Performance
Market research
The marketing and positioning strategies of the company show that the company offer the
product at affordable prices irrespective of the competitors who offer the product at high prices.
The advertisement is used by the company for promoting the products in the market. Moreover,
this has been found in the near future, the needs and desires of the company will increase due to
which the prices of products will increase (Alkhafaji & Nelson, 2013).
In the market of Australia, this has been found that more than 11 million overnight caravan and
camping trips were undertaken throughout Australia in the year 2015. This has been found that in
the year 2015 the trips increase by 7% from the year 2014 (D'Mello, 2016). The market research
reflects that accommodation continues to increase domestic tourism products with approx. 10%.
The caravan and campervan registrations continue to increase which will bring the major rise in