BSBMKG609: Marketing Plan for Adventure Hire Company's Survival Kit

This document presents a comprehensive marketing plan developed for Adventure Hire Company, focusing on the introduction of a survival kit for vehicle hirers. The plan begins with an executive summary and an introduction outlining the company's services, target market (adventure trip enthusiasts in WA), and the rationale behind introducing the survival kit to address potential customer needs during adventurous trips. A SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats, followed by a gap analysis highlighting the need for essential resources in remote areas. The marketing objectives include increasing sales and improving public relations. Target market segmentation focuses on young age groups and college students. The recommended marketing mix includes product strategy (survival kit), pricing strategy (penetration pricing), placing strategy (online and offline), and promotional strategies (point of purchase, social media marketing, publicity, etc.). The plan also addresses people (employee training), process (contingency plans), and physical evidence aspects. A marketing performance review strategy outlines the use of return on investment and customer feedback as key metrics. Finally, the document includes an implementation plan for the marketing strategies, providing a structured approach to launch and manage the survival kit product.

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Marketing Plan
[Type the document subtitle]
3/11/2020
student name

Executive summary
The report will include Adventure Hire Company marketing plan for one of the new product
concept introduced by the company that is survival kit for vehicle hirers. Targeted service is
adventure trips. The cause for the introduction of the product idea included need of some
products for customer in order to survive in the adventurous trip due to unavailability or
inadequate resources. Marketing objectives include increase the sale of goods and better
public relation.
Recommended marketing mix survival kit offering to the customer will include the basic
products so as to make the customer journey more interesting and safe to adventurous trips
specific regions to WA. The performance review strategy includes measurement as the key
strategy, for which the measuring tools would be Customer feedback and Return on
Investment. The implementation of the marketing plan includes research and development,
setting the benchmark for the objectives, marketing communication plan development,
putting plan into action, social media marketing activities, point of purchase marketing
activities, sale of the goods, taking customer feedback, evaluation of the measuring metrics,
and monitoring and controlling.
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Contents
Executive summary....................................................................................................................1
Introduction................................................................................................................................3
Swot analysis..............................................................................................................................4
Strengths of Adventure hire company....................................................................................4
Weakness of Adventure hire company..................................................................................4
Opportunities of Adventure hire company.............................................................................4
Threats of Adventure hire company.......................................................................................4
Gap analysis...............................................................................................................................5
Marketing objectives..................................................................................................................5
Target market segmentation.......................................................................................................5
Recommended marketing mix...................................................................................................6
Product strategy......................................................................................................................6
Pricing strategy.......................................................................................................................6
Placing strategy......................................................................................................................7
Promotional strategy..............................................................................................................7
People.....................................................................................................................................8
Process....................................................................................................................................8
Physical evidence...................................................................................................................8
Marketing performance review strategy....................................................................................8
Implementation plan for marketing strategies............................................................................9
Conclusion................................................................................................................................12
References................................................................................................................................13
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Introduction
Marketing reflect the activities that needs to be considered by the company in order to
promote, create awareness, or improve the business performance of the organisation within
the marketplace is being considered. Adventure Hire Company is one of the WA Company
offering hiring of full range vehicles for adventure trips to tourist. The report will include the
marketing plan for one of the new product concept introduced by the company that is survival
kit for vehicle hirers (Chari & Feng, 2018).
The cause for the introduction of the product idea included potential of loss or damage to the
heired vehicles while going in driven areas. Since the targeted service is adventure trips, it
could be possible that the customers may need of some products in order to survive in the
adventurous trip due to unavailability of all luxurious facilities. Thus, this product facility
would be the success idea as new product concept, which would be discussed along with the
marketing strategies pertaining to this survival kit concept along with assessing the feasibility
of the idea (Adam & Kotler, 2014).
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Swot analysis
Strengths of Adventure hire company
 Services – The company has been able to provide the services with due diligence to
the customers, along with the appropriate vehicle availability and reliability of the
hired vehicle.
 Feasible region – The company has been able to increase the sales due to attractive
region for adventurous trips and attraction for the tourists.
Weakness of Adventure hire company
 Reaching to remote areas – As the attraction is adventurous trips, but this have also
lead to leaving the customer in the stage, where the vehicles being in the condition of
stranded, that has been lead to bad customer relations and company’s reputation.
 Loss or damage to the vehicles while driving to remote areas.
Opportunities of Adventure hire company
 Government support – One of the key opportunities for the company grow in this
industry is that the government of WA is being interested in promotion of WA
adventurous attraction for tourist. Thus, this could act as opportunity for the company
to increase the customer base.
Threats of Adventure hire company
 Natural disaster – One of the key threats of the company is natural disaster of climatic
uncertainty. Thus this can cause damage to the vehicles of the company or may
increase the cost of maintenance of the vehicles (Balmer & Abratt, 2016).
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Gap analysis
The gap analysis from the analysed and current situation of the adventure hire company and
the opportunity to grow in near future reflect through the new product that is adventure
survival kit. The study reflected that one of the major issues identified during the trip
included inadequate resources with the tourist while driving to the remote areas. The reason
being some of the tourist are not aware about all the products they would be needs during
their trip, which eventually act as one of the major problem for the visitors. Thus the gap
reflects the need for adequate resources, which would act as the basic requirement or
essential goods that may be relevant for the survival in such remote areas (Doole & Lowe,
2008).
Marketing objectives
 Increase the sale of goods – Survival kit being new product would reflect the
opportunity for the company to gain competitive advantage and increase the sale of
goods by 10% due to more safety provision for the customers
 Better Public relation – This objective reflect that one of the issue identified was the
poor public relation due to problems faced by the customers at the remote areas. The
objective is to increase the public relations by 20%, which could be measured through
the customer feedback after the trip on social media websites (Duggan, 2018).
Target market segmentation
The customer segmentation that will be targeted by the company includes on following basis
Demographic basis
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Age group – This would reflect that the more approachable customer segment would include
young age group. Thus, the youth would be most interested in experiences the trips that
would include the adventurous. Moreover, men and women both genders would be targeted
for this survival kit.
Behavioural segmentation basis
Considering lifestyle or occupation as one of the factors include the college students. It has
been identified that college students are interested in such trips with their friends, thus this
group would be best targeted for the products (Harrigan & Choudhury, 2014).
Recommended marketing mix
Product strategy
From the product strategy, it can be said that the current service of the company is to offer the
hiring service to the customers that are looking for the adventurous trips in region of WA.
However the gap analysis reflects the need for the adequate resources with the customers at
trip. This reflects new product offering to the customer that is survival kit which will include
the basic products that are essential in case of uncertainty and to improve the safety
constraints that can be purchased by the customer hiring the vehicles, so as to make the
customer journey more interesting and safe. The key aspects of this product offered to the
customer included the products that the customers are not aware of while traveling that
reflects from the experience to adventurous trips specific regions to WA (Greg, 2014).
Pricing strategy
Another marketing strategy that reflects the opportunity for the company to gain competitive
advantage and achieve marketing objectives is the pricing penetration strategy. The company
current pricing strategy reflects price differentiation strategy based on the vehicle size, and
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other facilities (Chu & Liu, 2017). However, considering the survival kit marketing, the price
would be economical range as this provide the basic products that will be cost based, the
profit margin would lower in case of survival kit initially, so as to attract the customers and
so that they do not hesitate to purchase prior to the trip (Doole & Lowe, 2008).
Placing strategy
This strategy reflect the location of the product or service, which would be similar for the
survival kit than that of hiring service, as the company will be offering the product to the
people who are taking hiring facility. The booking or purchase can be done online or offline.
This reflects purchase at the time of booking the vehicle online, where the customers can opt
for survival kit at the same time. Other than this, offline mode is also being used that is to sell
the survival kit at the time of beginning of the trip (Chung, 2015).
Promotional strategy
This is the most important marketing strategy, as it is important to promote and increase
brand awareness about the new product offered by the company. This will include various
promotional tactics which is combination traditional mad modern promotional tactics
1. Point of Purchase – This is one of the key traditional promotional strategies to attract the
customer for new product introduced by the company. This may include offering the product
and placing the hoardings at company’s office, and at the location where the trips begin to let
the customer understand the relevance of the survival kit while driving to remote areas (Craig
& Douglas, 2015).
2. Social media marketing – This will include offering video marketing which will include
the relevance and use of the kit during the trip. Moreover, the packaging and comfort of the
kit package that reflect the convenience of carrying the kit at the trip. The social media
platforms that will be part of the promotional tools would be Facebook, Instagram, twitter,
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and YouTube. This will also be alignment with the company’s strategic objective of
increasing the customer awareness and promotion of WA adventurous trips or attractions.
3. Other than these the promotional tools used would be publicity, printed media, word of
mouth and advertisement (Harrigan & Choudhury, 2014).
People
Considering the people constraints, the company is offering services that reflect the relevance
of people in the company. The employees are training to help the customers and the value
added services are provided through guidance by the employees and consumer services
activities by associated serving people of the company (Feng & Chari, 2018).
Process
The process constraint for adventure Hire Company includes process of the serving, and the
time span between the service needed by the customer and reaching to the customer for
service. For instance issue with the vehicle in between trip is one of the uncertainty for which
contingency plan would be ready by the company, so as to improve the service and
availability of the resources on time.
Physical evidence
The physical evidence has not been considered as very important in marketing of adventure
hire survival kit, the reason being the customers are looking for the services by the company,
and for which the product is more important. However the company has been able to present
the new product well.
Marketing performance review strategy
The performance of the company, as per the marketing objectives analysed can be reviewed.
It is important to review the performance, the reason being the product launch may or may
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not be successful or work as per the plan, and thus it is important to review after a time span.
The performance review strategy includes measurement as the key strategy, for which the
measuring tools would be
Return on Investment – The company investment in survival kit was objected towards
increase in sales of the products and services of the company that was targeted to 20%
increases in the year. Thus the return on investment needs to be acknowledging in one year
that is the amount invested in additional product development needs to be earned and return
within one year of the launch (Finne, 2017).
Customer feedback – The customer satisfaction needs to be asses in order to look out for the
performance of the goods and services offered. This will include customer feedback through
online review, or number of likes on the page. Other tan this the review from trip sites, which
are used to compare the companies could also act as the measurement metrics to reflect the
increase in customer satisfaction with the company after launch of new product that is
survival kit. Thus for this, monitoring strategy would be used by the company to review the
performance.
Implementation plan for marketing strategies
The marketing plan is of no use if it is not feasible when it comes to implementation of the
plan. The implementation of the marketing plan includes research and development, setting
the benchmark for the objectives, marketing communication plan development, putting plan
into action, social media marketing activities, point of purchase marketing activities, sale of
the goods, taking customer feedback, evaluation of the measuring metrics, and monitoring
and controlling.
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The marketing budget for the strategies planned include $14,000, the reason being the pricing
of the product is kept lower initially, which reflect that the company must not spend more
amount in marketing activities, for instance the allocated budget would include
Marketing activities Budget
Social media marketing 4000
Advertisement (television ads) 5000
Point of purchase 3000
Printed media like hoardings 2000
The activities identified for implementing the marketing plan include
1. Research and development – This is the first task for which it is important to research
if the customer are ready to adopt new product concept, which would include market
research. Other than this, it would also be analysed that what are the customer
expectations and how the marketing communication would help to achieve the
marketing objectives for adventure Hire Company. The research and development
team would be responsible and this activity will be performing prior to launch of new
product. That is initial month of the plan (Feng & Chari, 2018).
2. Setting the benchmark for the objectives – The benchmark for the objectives would be
set benchmark, so as to assess the actual result. This will include the standardised
results that are expected from the marketing plan. This will be done in second month
of the plan.
3. Communication plan – this will include communicating the marketing plan with all
the employees of the organisation. This will be conducted by the marketing manager
of the company to all the employees in all managerial levels. This will be scheduled in
third month of the plan.
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4. Putting plan into action – This will include implementation of the marketing activities
and strategies planned. This will be conducted by top level manager and will be
scheduled at fourth month of the plan.
5. Social media marketing activities – This will include creating social media pages and
adding posts to the social media. This activity will be ongoing as this may include
customer interactions. Thus, social media marketing executive will be held
responsible and this is scheduled from third month of the plan that is prior to the
launch and will be ongoing activity.
6. Point of purchase marketing activities – this will include presenting the products;
include hoardings at order page and official office of the company. Held by marketing
executive and scheduled from fourth month of plan and will continue till the year
ends.
7. Taking customer feedback – This will be taken online after the customer purchase and
experience the trip to WA. This will be conducted by customer service team and done
after fifth month of the plan.
8. Evaluation of the measuring metrics – This will include be conducted by the
company’s auditor, and conducted in seventh month of the plan (Harvey, 2009).
9. Monitoring and controlling – This is the last stage that reflects the monitoring and
controlling of any deviations found. This will be held by external auditor and top level
managers of the company. This will be conducted from eighth month of the plan
(Gautam & Sharma, 2017).
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Conclusion
From the marketing plan developed in the report, it can be concluded that Adventure Hire
Company is one of the WA Company offering hiring of full range vehicles for adventure trips
to tourist. Strengths of adventure Hire Company included appropriate service quality, feasible
region. Weakness of adventure Hire Company included reaching to remote areas, loss or
damage to the vehicles while driving to remote areas. Opportunities of adventure hire
company included government support; threats of adventure hire company, natural disaster.
The gap analysis reflects through the new product that is adventure survival kit. The
marketing objectives include increase the sale of goods and better public relation. The
customer segmentation that will be targeted by the company includes young age group and
college students. Recommended marketing mix strategies includes new product offering that
is survival kit which will include the basic products that are essential in case of uncertainty
and to improve the safety constraints; make the customer journey more interesting and safe.
Pricing strategy is pricing penetration strategy. Promotional tactics to promote new product
offered include point of purchase, social media marketing, publicity, printed media, word of
mouth and advertisement.
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References
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Chari, S. & Feng, H., 2018. Research in marketing strategy. Journal of the Academy of
Marketing Science, pp.1-26.
Chu, C.N. & Liu, S., 2017. Hedonic Pricing Method, the Third Law of Demand, and
Marketing Strategy: An Abstract. In Academy of Marketing Science Annual Conference,
p.721.
Chung, T.L., 2015. The role of listening in e-contact center customer relationship
management. Journal of services marketing, 29(1), pp.49-58.
Craig, C.S. & Douglas, S.P., 2015. International Marketing Research. Chichester: John wiley
& sons.
Doole, L. & Lowe, R., 2008. International marketing strategy: analysis, development and
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https://smallbusiness.chron.com/implement-manage-marketing-strategy-41184.html.
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European Journal of Marketing, 51(3), p.445.
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Gautam, V. & Sharma, V., 2017. The mediating role of customer relationship on the social
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