BBQ Fun: Analysis of Market and Marketing Opportunities Report

This report analyzes the marketing opportunities for BBQ Fun, a company specializing in outdoor lifestyle products. It begins with an overview of the Queensland market, highlighting population growth and the increasing number of new and renovated homes, which present significant sales potential for BBQ Fun's vintage accessories and furniture. The report then delves into the company's geographic and demographic targets, focusing on the Brisbane area and the 20-50 age group with an average household income of over $70,000. A key component is the evaluation of competitors, including The Yard, BBQ’s R Us, and Outdoorz, assessing their strengths and weaknesses, particularly in relation to e-commerce. The report also examines customer requirements, such as selection, accessibility, customer service, competitive pricing, flexible payment options, and quality guarantees. Survey results provide insights into customer preferences regarding new builds, renovations, replacements, customer service, price sensitivity, Australian-made products, online purchases, and loyalty. The report concludes with a review of relevant legal and ethical requirements, including the Privacy Act 1988, Anti-discrimination Act 1991, Competition and Consumer Act 2010, Australian Direct Marketing Association Code of Practice, Free TV Australia, Australian eMarketing Code of Practice, Australian e-commerce model, and Spam Act 2003, ensuring compliance in all marketing activities. Finally, the report analyzes market share factors and market trends to provide a comprehensive overview of BBQ Fun's marketing landscape.

Identify and evaluate marketing
opportunities

(a) To identify opportunities,
analyse information on BBQ
Fun organisation’s market
and business needs, for
example:
1. Comparative market
information
a. comparative market
information
Characteristics Overview
Queensland
overview
High population growth
of 5% per year
New homes and
renovated homes
growing from a base of
50,000 per year
Geographic Our immediate
geographic target is
the area of Brisbane
with a population of
2,000,000
Demographic Male and female
Ages 20–50
An average household

income of over $70,000.
2. Competitors’
performance
b. competitors’
performance
Competitor Overview
The Yard Has a limited selection but
significant depth. All Australian
made. No significant marketing
or promotion. The price point is
high, but the quality of products
is quite good. Not in south east
Queensland. Considering e-
commerce options. Considered
potential treat for entering market
through e-commerce because of
large distribution network
BBQ’s R Us

Outdoorz Large operations of only a few
stores per city. Mass markets
outdoor lifestyles at good value
prices. No imported goods.
Extensive advertising. Low to
medium quality. Strong in the
replacement segment rather than
new and refurbished dwellings.
Gaining strength in Brisbane
market. Considering e-
commerce options.
3. Customer requirements
c. customer requirements
Factors What does it mean for BBQfun
Selection – a wide choice
of options.
TBBQ Fun products are wide in choice
with instant availability.
Accessibility – the
customer needs easy
access to the store with
minimal inconvenience.
Store if BBQ Fun must be located in
central of the city to provide customer
with assess
Customer service – the
customer needs expert
customer service to help
sort through choices.
Customer service is one of the major
tools for any company. No compromise
on customer service standards.
Competitive pricing – the
customer needs all
products/services to be
competitively priced
relative to comparable
high-end outdoor lifestyle
options offered by
competitors.
Pricing can be personalized in
accordance with actual reality of the
vintage products to customer
preferences and desires. Mostly, high
pricing will be real option.
Flexible payment – the
customer needs easily
managed payment plan.
The payment system should be flexible
and try impose all options and credit
service.

Quality guarantees – the
customer requires three
year product guarantees
(as offered by most
competitors).
In general, only minimum of two years
provided. For this, proper planning is
required along with quality
measurements
In the case of BBQfun’s
marketing performance, we
can see from the table below
suggesting its findings of
survey of 500 customers as
follows:
New
builds
Renovator
Have visited
BBQfun in
previous
month
70% 70%
Have bought a
BBQfun
product in
previous
month
70% 65%
Customer
service is
essential
90% 95%
Price is most
important
10% 20%
Australian
made is
important
80% 65%
Will buy online 100% 100%

Will pay for
online delivery
if chosen
100% 100%
Loyalty
customer
30% 20%
4. Legal and ethical
requirements
d. legal and ethical
requirements
Types of
legislatio
n
What it is about:
Privacy
Act 1988
 The Privacy Act
1988 (Privacy Act)
regulates how personal
information is handled.
The Privacy Act defines
personal information as:
 …information or an
opinion, whether true or
not, and whether
recorded in a material
form or not, about an
identified individual, or
an individual who is
reasonably identifiable.


Anti-
discrimin
ation Act
1991
 Explanatory provision
 Discrimination in the pre-
work area
 Discrimination in work
area
 Discrimination by
principals
Competiti
on and
Consume
r Act
2010
The Competition and
Consumer Act 2010
an Act of the Parliament of
Australia. Prior to 1 January
2011, it was known as
the Trade Practices Act
1974 (TPA). The Act is the
legislative vehicle
for competition law
Australia, and seeks to
promote competition, fair
trading as well as providing
protection for consumers. It
is administered by
the Australian Competition
and Consumer
Commission (ACCC) and
also gives some rights for
private action. Schedule 2 of
the CCA sets out the
Australian Consumer Law
(ACL). The
Federal Court
jurisdiction to determine
private and public complaints
made in regard to
contraventions of the Act.
References:
https://en.wikipedia.org/wiki/
Competition_and_Consumer
_Act_2010
Australian
Direct
Marketing
Associati
on -
Greater consumer trust and
confidence in the integrity of
ADMA members is at the
heart of the ADMA Code of
Practice and gives marketers

Direct
Marketing
Code of
Practice
the support they need to
make responsible decisions
about data, technology,
creativity and content.
For every ADMA member,
there is an imperative to act
ethically and make positive
choices for consumers;
compliance with the Code is
mandatory.
Overseen by the Code
Authority – a panel of
consumer and industry
representatives, led by an
independent chair -
consumers have an
expedient and low-cost
avenue for resolution of
issues with ADMA members.
Reference:
https://www.adma.com.au/co
mpliance/code-of-practice
Free TV
Australia
Reference:
https://en.wikipedia.org/wiki/F
reeTV_Australia
Australian
eMarketin
g Code of
Practice
Reference:
https://www.acma.gov.au/.../
australian-emarketing-code-
of-practice-ensuring-you-do...
1.
Australian
e-
commerc
e model
The Model
sets standards for
protection in e-commerce
provides industry groups and
individual businesses with a
voluntary model code of
conduct for dealing

with consumers online
is underpinned in several
areas by legislative
requirements.
Reference:
http://itlaw.wikia.com/wiki/Au
stralian_E-
commerce_Best_Practice_M
odel
Spam Act
2003
References:
https://en.wikipedia.org/wiki/
Spam_Act_2003
BBQfun’s comparative
market information is largely
determined by independent
competition where they
focuses on locally produced
products and they have a
collective market share of
48%. In 2009, the national
outdoor lifestyle market
reached $300 million.
Outdoor lifestyle sales were
estimated to grow by at least
6% for the next few years.
5. Market share
d. market share
Factors What does it mean for BBQfun
the greater
disposable There is more money available to purchase

household income
from two income
families
goods hence ability to sell to them and boost
market share
the greater
availability of
affordable and
interesting quality
imports with the high
value of the
Australian dollar
It will facilitate BBQ Fun in their higher
production along with increased profits. The
currency measure is the major issue here.
the marketing by
popular TV lifestyle
programmes.
That will be not be suitable for BBQ Fun for both
current and longer period of time.
6. Market trends and
developments
e. market trends and
developments
Factors What does it mean for BBQfun
Item quality – the
preference for high
quality items is
increasing as
customers are learning
to appreciate the
quality differences.
Quality is one of the important part of the
household items. So, BBQfun always
assurance the quality of the product also
have trainer customer service person to
describe the difference between the certain
products.
Unique – our patrons
appreciate the
opportunity to include
outdoor lifestyles in
their home that stand
out from the mass-
produced and low-
quality items.
Selection – people are
demanding a larger
selection of choices;
they are no longer
accepting a limited
offer in outdoor
lifestyles.

7. New and emerging
markets
f. new and emerging markets
Factors
A growing market in a high
growth area with a
significant percentage of the
target market still not aware
of BBQfun value proposition.
Increasing sales
opportunities outside of our
store locations – south east
Queensland.
Growing opportunity for
online sales.
8. Profitability
g. profitability
Factors What does it mean for BBQfun
Economy - the real estate
market in south east
Queensland continues to
rise in price, and with it
the disposable income of
the population.
It means for BBQfun there are lot of
opportunity of south east
Queensland due to high demand on
real estate market.
Political - the present
Government focus and
emphasis in future
legislative direction will be
about growth and
productivity
BBQ Fun needs to be controlled and
protected from political scenario of
entire Australia.

9. sales figures
h. sales
figures
(forecast
)
2014 2015
Total sales $11,000,000
Gross profit $5,110,000
Research potential new
markets for the organisation,
for example:
Potential new
markets
Factors Options
 Export
markets
(new geographic
opportunities #1)
(new geographic
opportunities #2)
 Segments
of the
market not
currently
(customers
within the market
not tapped #1)
(customers