BSBMKG609 Project: Marketing Plan for Adventure Hire Company

This project provides a comprehensive marketing plan for Adventure Hire Company, a WA-based business specializing in vehicle rentals for tourists. It includes a summary of the company's products and services, organizational objectives, and a risk assessment. A SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats, while a gap analysis assesses the difference between current and desired performance. The marketing mix (people, processes, and physical evidence) is examined, and the target market segmentation is defined. The plan recommends specific marketing strategies, outlines methods for measuring marketing performance, details marketing tactics with work schedules and accountability measures, and ensures legal and ethical compliance in promotions. The plan also includes a marketing scorecard and tactics for ongoing performance review against objectives and budgets, concluding with a detailed marketing strategy and objectives for Adventure Hire Company.

Running Head: ADVENTURE HIRE COMPANY 0
Marketing

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Contents
Introduction................................................................................................................................3
Summary of adventure hire products and services....................................................................3
Adventure hire organizational objective....................................................................................3
Risks highlighted and returns highlighted in the selection process...........................................4
SWOT analysis...........................................................................................................................4
Gap Analysis..............................................................................................................................4
Marketing Mix (People, processes and physical evidence).......................................................5
Identification of target market segmentation.............................................................................6
Recommendations of marketing strategies................................................................................6
Measurement of marketing performance...................................................................................6
Plan marketing tactics................................................................................................................7
Work schedules......................................................................................................................7
Accountability........................................................................................................................8
Coordination and monitoring mechanism for scheduled activities........................................8
Coordinate and monitor the responsible owner from the other department of organization..8
Coordination of data from external agency............................................................................9
Mechanisms for ensuring promotions are legal as well as ethical.............................................9
Explain how the tactics provide for on-going review of performance against objectives and
budgets.......................................................................................................................................9
Marketing plan for adventure hire Company...........................................................................10
Marketing strategy and objectives........................................................................................10
Conclusion................................................................................................................................12
References................................................................................................................................13

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Introduction
Adventure Hire company is a business based on WA. The essential and main business of
this company is to provide the vehicle to the entire tourist. It will cover the several locations.
In recent time, it also essential to undertake the SWOT analyse for knowing its opportunities
and threats that are available outside as well as strength and weakness available inside of the
organization. In this report, discussion is carried on the marketing tactics plan that will
explain how the tactics will cover the legal and ethical requirements. Besides this, a
marketing plan is also presented in the end with the help of marketing plan and marketing
scorecard.
Summary of adventure hire products and services
Adventure Hire company is business that hire the vehicles to customers. It mainly
deals in hiring various kinds of vehicles to the entire tourist who comes for adventure. It
provides services in various areas such as covering Part to the West and Esperance. Besides
this, it also provides its services in the region from Perth to Meekatharra, Kalbarri, and back
to Perth. In addition to this, it mainly provides services to the overseas visitor who comes into
WA for their adventure trip. To these visitors, it provides the survival kits also in order to
keep safety with them. However, the main focus in given on the vehicles that are used to
bring the adventure in their trip.
Adventure hire organizational objective
The main organizational objective of Adventure Hire is to provide the best services to
the visitors who are coming from outside and want to enjoy the trip. Besides this, it also has
objective to increase its market and customer base in the upcoming years by providing best
products and services to customers. It also has objective to retain the customers for long time
by availing its product as well as services (Noe, Hollenbeck, Gerhart & Wright, 2017).
Besides this, it has also some monetary and measurable objectives that are required to be
achieving in the certain time frame.

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Risks highlighted and returns highlighted in the selection process
It is true that Adventure Company hire the vehicles to customers. Therefore, it might
possible that visitor hire those vehicles in the remote areas in which more chances of damage
to the vehicle presents. Therefore, damaging of vehicle is the potential risk associated with
the hire company. In terms of returns, it might possible that it get the bad reputation due to its
visitors. In addition, there is also the possibility of vehicles being worse in some of the
remote areas. In addition, the risk of uncertain return is also included with the adventure hire
company.
SWOT analysis
Strength- It has wide range of vehicles to serve the visitors. It is serving well to all the
visitors in their adventure trip. By ensuring the better customer service in its company, it can
increase its strength in several areas (Bull et al, 2016).
Weakness- It does not have strong brand presence over the visitors. It can lead to down
falling in the visitors as well as brand reputation of Adventure hire Company (Rossi, Lipsey,
& Henry, 2018).
Opportunities- the “survival kit” that it is offering offers several opportunities to the
adventure hire company to market its products in other market segment. Besides this, it can
also add several new services in order to tap the market.
Threat- Increasing competition and changing demand of customers in the top most threat for
the company. Besides this, the damage to its business reputation due to its visitor can also
become the threat for company to grow further. Due to this, it is required to keep the strong
base of its strategy (Phadermrod, Crowder & Wills, 2019).
Gap Analysis
It means the difference in the actual performance of employees with the desires
performance (Ennew, Reed & Binks, 2013). By performing the performance gap analyse, it
will figure out how much allocation of resources are needed in order to improve the
performance. By stating the specific target goals according to goals of company, it will
analyse the recent business processes. By making a template of two columns that will be
divided in current state and future state, it will analyse the gap in the skills and position of the
organization.

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Strategies for pricing, placement, as well as promotional channel
Pricing strategies is one of the bases for growth of any company. Adventure Hire Company
does not compete mainly based on prices. It is competing in the market based on its services.
Therefore, customer attention is one of the biggest Mantra of Adventure Hire Company.
After the few years, it will also use the competitive pricing strategy. In this way, charging of
fewer prices as compare to the competitor will help in increase its customer base (Ngai, Tao
& Moon, 2015).
The major promotional technique of Adventure hire Company is to promote the WA as Road
Trip State. In order to promote its Company, it is also welcoming overseas visitors and
provide them adequate resources while making adventure trip.
Marketing Mix (People, processes and physical evidence)
People- people are significant ingredient in providing recruitment and training to the right
staff. Therefore, it will hire the competent and skilled workforce because customers always
make judgement based on service and delivery. It is the reason because people are few
element of service from which customers can see as well interact. It will therefore include the
staff with appropriate attitude, skill, and knowledge regarding the quality service (Argyris,
2015).
Process- This element in the marketing mix looks at all those systems that are used to deliver
the service. Therefore, it will keep the fast processing of service in order to delight the
customers and amazed with its service. This will also promote the consistent service on part
of Adventure Hire (Kotler, Burton, Deans, Brown & Armstrong, 2015).
Physical evidence- This element of marketing mix include from where the service is
delivered. This element will help the company in distinguishing its services from its
customers. It will use the best prices and establish the positive experience from customers
(Drucker, 2016).
Identification of target market segmentation
In its market segment, it has targeted those people who are active to make adventure
trip through the hiring company. It majorly caters to these people only. However, the major
target customers are the overseas visitors. The entire tourists who come in WA to explore the

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road trip are major concentration of Adventure Hire Company. In this way, all the public who
are coming for taking adventures trip by hiring vehicle are under its target market.
Recommendations of marketing strategies
In today’s time, most of the people attached with the social media sites in order to go through
any company. Therefore, it can start the social media sites of its company and share the
experience of visitor by hiring their vehicle. This will attract the more customers to avail their
services for better tourism experience (Parmenter, 2015). Posting open questions, interaction
and ask for customer opining will prove to be fruitful for Adventure Hire Company in its
marketing.
It is true that quality information is also hard to find in these days. Therefore, by offering the
informative content will boost the Website of Adventure Hire Company over its competitors
(Bezjak, 2019). The adoption of this marketing strategy will help the company in increasing
its marketing and customer base in the upcoming years. It can also do the attract with some
hotels and resorts that will market its vehicles to the visitors who are interested to hire
vehicle. This will lead to market its hiring company in the mind of that entire tourist. This
will also help in achieving the overall objective to provide best services to its customers.
Measurement of marketing performance
It is true that only formulation of marketing strategies is not enough. Therefore, it is
also essential to measure the marketing performance through number of tools. The first way
to measure the performance is by viewing number of visitors who click on the social media
sites during a given period. If the views on page is higher than the unique visitors, there is an
indication that the audience if finding content as engaging. Besides this, conversation arte is
also one such way to measure the organizational marketing performance. By marketing its
services on the social media, it can check how many people are reverting their queries and
sharing their experience. This can also prove to be effective for measuring its performance in
marketing. In addition to two of these measures, what retrain it is getting by investing in any
product or services also tend to show the marketing performance. It is true that every
company make investment in it marketing activities. Therefore, measuring the return on that
investment is the best way to measure the performance of company in its marketing.

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Plan marketing tactics
Marketing plan is required to implement on time with appropriate budget. Every
organization relies on their marketing team to market on time and coordinates with all the
promotional activities in the allocated resources.
Work schedules
Work schedule is an essential task of any company in to attain the marketing objectives. The
work schedule of Adventure Hire Company includes the sequence of action to be done, due
date for each of the actions as well as estimated cost for that action.
Action Due date Estimated allocation
Allocation of products and
services
4 march $400
Brief to the marketing team 5 march Nil
Division of responsibility
to the respective employees
6 march Nil
Email drafted for required
vehicle
7 march $300
Review of email and sent
to legal team for further
approval
6 march Nil
Report of successful as
well as unsuccessful email
receipts
10 march $50
Result of direct marketing 31st march Nil
Total expenditure for the
activity
$ 350
Accountability
Work schedule names the person outside and inside the organization who are
accountable for the implementation of promotion strategy. It has discussed the dates
regarding the time taken by each of the activity. All these things are consulted with the
responsible owner regarding the due dates before implementation. It is done to make sure that
each person will meet their task on due dates. Regular communication will also be ensured
with the contact person at the time of campaign. This will maintain the worksheet of all

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people current projects. Besides this, it will also follow a procedure for accountability. It will
start with conduct of an audit for identifying the data, alignment, as well as process gaps. It
will use the audit for identifying and adding the right systems and talent as it do not know its
current state. After this, designing of clear and effective standard of performance will be
selected. This will help in enabling the marketing to measure its effectiveness, impact, value,
and efficiency. After this, it will engage the leadership team as well form the strategic
partnership with team of IT, finance, service, and sales. After the engagement of team from
diversified marketing field, it will create and align the processes, practices, and policies for
ensuring the linkage between marketing programs and objectives with the business results. At
the end, it will develop the multi-level dashboard in order to report the performance as well
as results. Inclusion of all these things in the tactical plan will ensure the smooth functioning
in the organization.
Coordination and monitoring mechanism for scheduled activities
The main purpose of monitoring mechanism is to effectively implement all the rules. In
this regard “adventure hire company” will apply all the rules according to laws of the WA
Government made for tourism promotional campaign for WA. The monitoring mechanism
will also recognize the social, economic, and cultural features that are existing in the WA
state for tourism. Besides, the panel of experts will review and provide the suggestions as
well as feedback for any further changes.
Coordinate and monitor the responsible owner from the other department of
organization
It is true that marketing department has to drive the work schedules for promotional
strategy in order to keep the contact with suppliers and the responsible owner in another
department. No assumption will be made regarding that this activity will be completed by any
department. Timely phone calls as well as emails will be made in order to monitor the
responsible owner in other department. This will also assist in focusing them on the
promotional activity. Besides this, the marketing team will be made responsible in identifying
which department will collect the data as well as outcomes of the promotional strategy.
Coordination of data from external agency
It is true that the marketing mix uses the broadcast media (such as radio, television),
the marketing will ask to the media buying in order to provide the frequency and reach of the

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promotional message. It will also take care of the ethics and legal rules in its promotional
mix. The messages that are sent will also be legal by using appropriate media. The marketing
team will also assist in this process by ensuring all the guidelines within the organizational
procedure and policies.
Mechanisms for ensuring promotions are legal as well as ethical
Adventure Hire Company will have some specific policies regarding how the information
will be used in promotional activities. In its policies, it will not include following parameters
for promotion of its products or services:
 Discriminatory stereotypes and language
 Gender biasness
 Will not charge unfair or discriminatory prices for the vehicles.
 Comply to the legal rules of government made for the concerned business
The exclusion of such measures will clear that it has complied the ethical and legal
requirement. It will regularly keep checking the employees that they are working legally or
not. If not, it will take immediate action for that and will improve that.
Explain how the tactics provide for on-going review of performance against objectives
and budgets
Tactics plays an essential role in the organization in monitoring and evaluating the
progress of employees as well as organization. Monitoring helps in checking the accuracy of
all inputs and predictions from the analyses (Fox, 2016). By making the tactics in the
organization, they come to know to know what goals it has to set for employees as well as for
organization. In this way, proper scheduling of activities and task helps in providing a basis
on which employee’s performance can be evaluated. A required budget can also be prepared
by which concerned strategies of organization will be taken (Blumentritt, 201).6 By the use
of those tactics, it becomes easy to know that objectives are achieved in desired budget or
not. However, it is proved that tactics plays an essential role in the organization to review the
performance against objectives as well as budget (Effing & Spil, 2016).

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Marketing plan for adventure hire Company
Marketing strategy and objectives
• The objective of marketing strategy is to provide the better customer services to all
those people who are hiring vehicle. The awareness will be created using social media sites
such as company official website, Facebook and by creating a page on instagram.
• The goal is increase the customer base and increases the sales in the upcoming two
years. It also has projected growth in the sales if company in coming 3 to 4 months.
• It is suing various promotional mix strategies and pricing strategy in order to support
the goal of company (Meredith, 2016).
• It will achieve the objective by synchronisation of activities in the organization. It will
make use of different insights and strategies in order to achieve the success in organization.
The tactics have budget of around 10 lakh.
It can be easily explained with the help of marketing strategy scorecard:
Activity/goal Target time frame for
finishing the activity
Key performance indicator
Marketing objective 1:
increasing the market
penetration
The referral campaign for
customer- providing
discount of $100 to the
customers for verified lead
Pay per click and SEO
October-June
June-July
100 new customer by the 30
June
2 per cent increment in the
sales revenue
Marketing objective 2:
Market development
Campaign on email-
offering of bundle-
targeting new market
April 120 new customer by the
30June
Marketing objective 3:
retention of customers by

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improving the customer
satisfaction
Feedback survey of
customers- automated
email to customers
regarding its services.
Besides this, it will also call
the customers (Wilson,
2016).
Phase 1: June-November
Phase 2: February-May
20% increase from the phase
1 to phase 2 of customer who
will refer the services of us to
other people.
20 per cent increment in the
customer who all will refer
us to the other people from
30 May last year to 30 May
this year.
Increment in the market
share of the company
Till the 30 July Expected to increase the 20
per cent market share of the
company. This will help the
company in gaining the
competitive advantage
(Belton, 2017).
Conclusion
In the limelight of above discussion, it can be concluded that Adventure hiring is one
of the best hiring company based on WA. It provides various kinds of services to the people
who come for tourist purpose. It provides services several parts covering Part to the West and
Esperance. In addition to this, it mainly provides services to the overseas visitor who comes
into WA for their adventure trip. Besides this, formulation of tactical plan also helps in
various aspects. Through this, it becomes easy to allocate the necessary budget. The setting of
certain mechanism also ensures the requirement legal and ethical. In addition to this,

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formulation of effective marketing plan with the estimated budget and activities will help in
measuring the results after completion of certain time limit.

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