10118NAT Marketing Report: BBQ Fun Market Analysis and Strategies

This report provides a comprehensive analysis of BBQ Fun, a business operating in the outdoor lifestyle market. It begins with an introduction to the company, followed by an examination of current market trends, including consumer preferences, competitor performance, and market share. A SWOT analysis is conducted to identify the company's strengths, weaknesses, opportunities, and threats. The report then delves into segmentation, targeting, and positioning (STP) strategies, including geographic and demographic segmentation, and the development of a unique selling point (USP). The 4Ps of marketing (product, price, promotion, and place) are analyzed, with a focus on the company's product offerings, pricing strategies, promotional activities, and distribution channels. Quantitative analysis is incorporated to highlight customer demographics and preferences, along with statistical findings. The report concludes by exploring creative opportunities, specifically the integration of e-commerce to enhance marketing operations and increase sales volume, ultimately recommending strategic actions for BBQ Fun's growth and success.

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the student
Name of the university
Author note

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Task 1
Introduction to BBQ Fun
The organization, BBQ Fun was established in the year 2009 and since the organization
developed the operations with the objective of adhering to the needs of the customers. However,
the enhancement of competition among the corporate retail environment and the changing
buying patterns of the customers relying on the technological innovations affected the market
growth and sales of the venture. Currently the organization operates through stores in Brisbane
(Kenmore) and Gold Coast. However, the venture aimed at developing the rate of sales while
improving the rate of marketing operations. The research will evaluate the different marketing
opportunities for the organization with the objective of enhancing the rate of sales while
operating in the different markets.
Market information and trends
The major market trends are reliant on the outdoor lifestyle stores which aimed at
attracting the attention of the sophisticated and informed customer. The customers of the
organization focused more on the quality of the offerings and the manner in which the products
offered a value to the same. In this relation, it has been noted that the estimated market share of
the organization is 52% with a growth of 7% within a year. The venture is planning to reduce the
costs of the operations with the objective of improving the profitability of the same while making
a market expansion. On the other hand, it has been noted in the year 2009 that the national
outdoor lifestyle market reached $300 million which again supported the growth of the
organization while operating in the different markets. In this relation the enhancement of the
disposable income of the customers and the enhanced affordability supported the organization in

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enhancing the rate of sales. However, the enhancement of competition in the corporate retail
industry affected the growth of the business while operating in the different markets. It has been
noted that the organization developed a range of operations with the objective of attracting the
attention of the customers towards the product offerings made by the same. However, the lack of
e-commerce platform restricted the scope of the organization to expand their venture while
adhering to the needs of the customers. It has been noted that the major trend that is shaping the
customer preferences are related to the quality of the products that are being proposed by the
organizations. In this relation, the unique quality of the offerings that are made by the
organization supported the same in maintaining the efficiency of the operations while operating
in the different markets.
Competitor performance
National competitors
The Yard: the organization offers a limited selection of Australian made commodities but the
improved quality of the products and the utilization of e-commerce supported the organization in
enhancing the competitive position of the same while operating in the different markets.
Outdoorz: The organization holds few stores which offer good value process for the
commodities. The organization proposes domestic product in alignment with the needs of the
customers while considering the e-commerce options.
Local competitors
The local competitors of the organization, BBQ Fun, has acquired a market share of 30%.
The enhanced rate of new entrants in the markets has also posed a serious threat to the market
share of the concerned organization while operating in the different markets On the other hand,

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the lack of efficient marketing activities restricted the growth and expansion of the venture while
operating in the different markets. However, it has been noticed that the quality of the offerings
that are provided by the concerned organization supported the same in retaining the trust and
loyalty of the customers. Therefore, the different aspects of change in the organizational
operations are reliant on the effective design of the marketing decisions in alignment with the
needs of the customers. The enhanced market share of the organization in the respective markets
of operations supported BBQ Fun in enhancing the rate operations. However, the lack of e-
commerce integration affected the capacity of the organization in maximizing the market share.
SWOT
Strengths
 Excellent customer services are
provided to the employees through
recruitment of skilled personnel
 Enhanced rate of communication with
the customers
 High levels of customer loyalty
 Diversity of product offerings with the
objective of exceeding the
propositions made by the competitors
Weaknesses
 Limited online presence of the
organization minimized the brand
awareness among the groups of the
customers
 Enhanced operational costs resulting
to minimized marginal income and
repayment plans taken down by the
customers
Opportunities
 Growing opportunity for online sales
through development of e-commerce
platforms
 Developing sales opportunities in
South-East Queensland through
dynamic marketing processes
Threats
 New entry of national chains in
Brisbane and developing market
through potential online sales
 Slowdown in economy reducing the
disposable income of the customers

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STP: segmenting, targeting, positioning
Geographic segmentation:
● The organization will target the population amounting to 2,000,000 in Brisbane
● The stores that will be situated in the different locations would cater to0 he demands of
people among 30km
● The targeted population of the organization would amount to 450,000
Demographics:
 The organization will be targeting both male and female customers
 The age group will be between 20–50 years
 The organization will target professionals who work in the central business district
 The customers need to hold a undergraduate or postgraduate study
 The average household income of the customers over $70,000 will be targeted
USP: unique selling point
The organization aimed at proposing higher quality offerings which supported the same
in attracting the attention of a huge number of customers. The enhancement in the propositions
supported the venture in developing the operations in alignment with the needs of the venture
while operating in the different markets. The enhanced quality of the proposition enabled the
business in gaining a competitive edge against the existing players.
4P
Products
The organization proposed a range of
imported products in alignment with the
needs of the customers. The different
modifications in the range of product
offerings and the enhanced quality of the
Price
Skimming pricing strategy is being used by
the organization with the objective of
attracting the attention of the potential
customers who might afford the high cost but
improved quality products. The higher cost of

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products supported the venture in enhancing
the needs of the customers while operating in
the different markets. On the other hand, the
diverse range of product offerings supported
the organization in ensuring the customer
satisfaction.
the commodities might affect the rate of
operations of the venture while operating in
the different departments. On the other hand,
the skimming pricing policy supported the
organization in enhancing the profitability
over the operational expenses.
Promotion
The organization did not undertake any
promotional practices and does not hold an
online presence which affected the rate of
customer awareness on the range of
propositions that are made by the venture. On
the other hand, the different changes in the
organizational operations would be reliant on
the effective functioning of the different units
would support the organization in enhancing
the rate of operations in alignment with the
needs of the venture. Therefore, the
organization might take steps to develop the
e-commerce platforms with the objective of
enhancing the rate of sales volume. On the
other hand, the proactive functioning of the
organization based on the utilization of social
Place
Currently, the organization operates through
the brick and mortar stores which are less
visited by the customers due to the changing
preferences of the consumers. In this relation,
the organization might take steps to develop
an e-commerce strategy with the objective of
enhancing the rate of online sales for
supporting the revenue streams of the same.

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media platforms would support the
organization in making the customers aware
of the propositions.
Quantitative analysis of the marketing operations
The purpose of the question is to highlight the Gender of the respondents. The findings
shows that 60% of the respondents are female, 35% of the respondents are male and remaining
preferred not to say.

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The purpose of the study is to evaluate the age of participants and the result show that
45% of the respondents are between the age group of 25-30, 20% of the respondents are between
the age group of 17-24, 15% of the respondents are between the age group of 31-35, 15% of the
respondents belong to the age group of 36-40 and remaining are above the age of 41.

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The purpose of the study is to examine the ecommerce usage period of respondents and
the result show that 60% of the respondents have been using ecommerce for 2-4 years, 15% of
the respondents have been using ecommerce for 4-7 years, 15% of the respondents have been
using ecommerce for 0-2 years and remaining have been using ecommerce for more than 7 years.
The graph shows that majority of the respondents have agreed to the question and shows
that it is much more convenient to purchase products from ecommerce websites.

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The graph shows that majority of the respondents have agreed to the question and shows
that social media has significant information on product sales and specifications.

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The graph shows that majority of the respondents have agreed to the question and shows
that majority still prefer ecommerce websites that brick and mortar stores.
Descriptive statistics
Descriptive Statistics
N Minimum Maximu
m
Mean Std.
Deviation
Varianc
e
@4.Itiseasiertopurchasepr
oductsfromeCommercewe
bsites
20 1 4 1.80 .894 .800
@5.Socialmediaprovidess
ignificantinformationonpro
ductsale
20 1 4 1.75 .967 .934
@6.IpreferusingeCommer
cesitesthatpurchasingfrom
brickand
20 1 6 2.80 1.765 3.116
Valid N (listwise) 20

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The mean is relative low for the first two questions which shows that there almost
unanimous majority in favour of social media marketing and ecommerce websites. The final
shows a variance in opinion as there are still few advantages of visiting brick and mortar stores
due to trust issues on ecommerce sites.
Exploring the creative opportunity for the organization
After assessing the different marketing capability of the organization and the
opportunities it might be stated that BBQ Fun could enhanced the rate of marketing operations
and improve the sales volume of the same through the integration of e-commerce. The e-
commerce integration of the venture would support the same in enhancing the rate of operations
while operating in the different markets. The e-commerce integration would support the
organization in improving the market orientation while attracting the attention of the prospective
buyers towards the operations in alignment with the needs of the venture. On the other hand, the
integration of e-commerce would support BBQ Fun in developing the resources and capabilities
of the same while adhering to the changing needs of the customers.
The key changes in the organizational operations are reliant on the effective functioning
of the systems in alignment with the needs of the venture. Moreover, the integration of the e-
commerce concepts in the business would support the organization in expanding the market
reach and thereby target a wide range of customers with diversity of product offerings which
would naturally contribute to the improvements in the sales volume of the venture. Therefore,
the alignment of the marketing operation with the e-commerce strategy would support the
venture in developing the market share of the same while operating in the different markets.