Sydney Metro College: BSBMKG502 - BBQ Fun Marketing Mix Report

This report evaluates the marketing mix of BBQ Fun, an Australian company specializing in outdoor living products, focusing on its strategies for pricing, distribution, advertising, and customer service. The report begins with an executive summary and an introduction to BBQ Fun, detailing its history and market objectives, including brand awareness and customer interaction. It examines the company's pricing policy, analyzing average prices, costs, and contribution margins for BBQ products, outdoor furniture, and accessories. The analysis includes the impact of customer demand on price adjustments. The report then delves into each component of the marketing mix, assessing pricing strategies, distribution channels, advertising and promotion methods, and customer service approaches. It considers external factors influencing the market, such as economic trends, political influences, and customer preferences. The report also examines the relationship between the marketing mix and the company's strategic and operational objectives, including financial goals and customer satisfaction metrics, and concludes with recommendations for relevant legislation and adherence to ethical business practices. The appendices include the BBQfun sales and marketing policy.

E
stablish and Adjust the Marketing Mix -
BSBMKG502
Establish and Adjust the Marketing Mix - BSBMKG502
Issue Date: 27/10/2017 Page 1 of 19
ABN: 57 169 281 501
E: [e-mail]
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758
Student Name
Student Id
Trainer Name MD Rajjaqul Haider
Unit Name BSBMKG502
Term Term 4
Task 1
Due Date 03/10/2017

Task 1: Evaluate and determine the marketing mix
Executive
Summary
BBQ Fun is a company that is leading in the manu
products that are used for the outdoor activities. T
looking into the growing of the need for renovation
the area of Brisbane. The organization produces v
furniture used for outdoor activities, and BBQ fixtu
company in a good position in the industry of retai
It is clear that the statistical analysis of the develo
and trends will determine its impacts on the comp
seeks to understand the use of qualitative analysis
organization opportunities, threats, strength as we
Introduction BBQ fun is an Australian based company that is w
company was started in the years 1950 in the loca
The organization has since been well known for th
the outdoor routine products. The company has gr
business in a shop where the business started as
making. The product becomes the people favourit
location of Brisbane. With time passing by, the org
to expand its business to producing living products
activities. The products have gained fame over tim
Australia. The management has a mission of takin
products to every part of the world. It is the organi
the global outdoor living product leading company
The business
marketing
objectives and
strategies
The business’s marketing objectives:
 Create brand awareness. The company so
percentage of its brand recognition in the m
organization seeks to create a brand image
of great quality and satisfy the consumer ne
 Customer interaction .The Company has an
increasing the customer interaction through
doing research on the market.
 Performance management. The organizers
employees perform better by offering them
Through motivation and right training the or
achieve its goal The Company understands
having satisfied employees.
Financial objectives:
 Decrease the operation cost. The organiza
objective of reducing the cost associated w
Establish and Adjust the Marketing Mix - BSBMKG502
Issue Date: 27/10/2017 Page 2 of 19
ABN: 57 169 281 501
E: [e-mail]
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758

direct operation during product manufacturi
 The company aim at improving revenue ob
The Company has an objective of increasin
through intense marketing of the product. T
increasing the market share of the product.
The marketing strategies:
 BBQ fun company has set to increase its a
The program seeks to target magazines rad
The BrisNews magazines will be used for th
 BBQ fun will make an effort of having the c
article published in the magazine. The strat
has seen the company through an increase
revenue after the article publication.
Establish and Adjust the Marketing Mix - BSBMKG502
Issue Date: 27/10/2017 Page 3 of 19
ABN: 57 169 281 501
E: [e-mail]
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758

The key
characteristics
of business
products and
services
It is easier to differentiate the BBQ fun produ
those of the competitors. The features of the
 The warranty of three years in unique in the
 The readily available customer service.
 Services provided by BBQ fun are the compe
 The company imported product sum up to 33
range of the product.
 There is a wide range of product to choose fr
field.
Establish and Adjust the Marketing Mix - BSBMKG502
Issue Date: 27/10/2017 Page 4 of 19
ABN: 57 169 281 501
E: [e-mail]
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758

Review the
pricing policy
Our price as bellow:
By the customer demand we change the price to s
Item Averag
e price
Avera
ge
COG
S
Avera
contr
tion
BBQ $600 $300 $
Outdo
or
Furnitu
re
$850 $420 $
BBQ
access
ories
$50 $30
Establish and Adjust the Marketing Mix - BSBMKG502
Issue Date: 27/10/2017 Page 5 of 19
Item Averag
e price
Avera
ge
COG
S
Average
contribu
tion
Unit
s
R
BBQ $600 $300 $300 8,33
0
Outdo
or
Furnitu
re
$850 $420 $430 3,50
0
BBQ
access
ories
$50 $30 $20 40,0
00
Total
ABN: 57 169 281 501
E: [e-mail]
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758

Analyzing
Marketing mix
components
BBQfun’s marketing mix is comprised of these fo
to pricing, distribution, advertising and promot
service:
 Pricing: Despite the BBQ fun seeks to offe
for quality that is comparable the price of
be cheap. The organization place an emph
value over price. The organization has pr
warranty to back it up.
 Distribution. To ensure easy consumer a
products will be distributed through the use
 Advertising and promotion: Promotion
The advertisement that the BBQ fun consi
product article published in the magazine.
that will be used is that of the in-store
competition for various prizes.
 Customer Service: BBQ fun operates und
the customer at the core of the business. T
do anything to ensure the consumer i
positively to the company through offering
loyal consumers.
Key to success The BBQ fun selection of site is very critical to the
 Availability of consumer car parking space.
 Easy access to the shopping patterns
 Fresh population dwellings.
Establish and Adjust the Marketing Mix - BSBMKG502
Issue Date: 27/10/2017 Page 6 of 19
ABN: 57 169 281 501
E: [e-mail]
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758

Evaluates the
marketing mix
The marketing mix is made up of four elements. T
include product price promotion and customer ser
elements re manipulated and controlled in order to
customer demands.
Marketing mix Evaluations
Pricing Pricing of a product entails
money that the customer i
use in purchasing the prod
to the amount of money th
can charge the consumer
product. The pricing strate
ensure that it covers the c
well as the consumer affor
Companies often set low p
of the business then even
price.
Distribution Distribution refers to the lo
consumer can easily get a
product or the service. The
should be made while hav
in mind. The distribution o
be online, physical shops.
Advertising and
Promotion
Advertisement refers to th
the business is going to us
products. It majorly refers
communication the compa
its product well known in t
advertisement strategies s
according to the market th
targeting.
Customer service Customer service refers to
organization is willing to of
during the purchase period
Customer service ranges
sale to after sale service. W
the product, the business
strategy the ensure effecti
service.
Establish and Adjust the Marketing Mix - BSBMKG502
Issue Date: 27/10/2017 Page 7 of 19
ABN: 57 169 281 501
E: [e-mail]
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758

External factors In 2009, the national outdoor lifestyle market reac
Outdoor lifestyle sales were estimated to grow by
next few years. This growth can be attributed to se
factors:
● the greater disposable household income fro
families
● the greater availability of affordable and inter
imports with the high value of the Australian
● the marketing by popular TV lifestyle program
External: The continuing increase in the price of t
market, there is disposable population income in Q
Reflecting on the forecasts of the economy, BBQ
assumption of interest rate remaining steady and
on the income disposable. With similar assumptio
unemployment, BBQ fun is a pessimist that the lev
unemployment will remain at 4%.
Political: The current government emphasis on th
direction of productivity and growth, BBQ fun are p
impact positively their business model. The govern
environmentally friendly business practices. BBQ
it abides by the law in the dealings and complies w
activities legislation.
Customer
preferences
Customer always compare the price, they need co
then we arrange survey and questionaries to the r
and found that we need to change the average pro
customer when we change the product average p
marketing mix.
Marketing mix Effects
Pricing Additional cost due to exp
because of price reduction
Distribution Positively impact the distri
consumers will access the
demand will be high.
Advertising and
Promotion
Negatively impact the adv
money will be put into the
the product.
Customer service The customer service war
have to change to avoid th
due to price reduction.
Establish and Adjust the Marketing Mix - BSBMKG502
Issue Date: 27/10/2017 Page 8 of 19
ABN: 57 169 281 501
E: [e-mail]
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758

The marketing
mix in relation to
organizational
strategic and
operational
marketing
objectives
Obje
ctive
s
Details
Organizational strategic objectives
The strategic context in which
BBQfun will achieve its mission and
vision is through:
● engaging with customers
through promotion and market
research
● building reputation for quality
products and quality customer
service
● supporting people to perform
via training and performance
management
● controlling costs.
● increasing sales revenue and
profitability.
Imp
con
and
loy
Co
red
cos
pro
Organizational marketing objectives ● Increase our loyalty customers
list from 10,000 to 16,000.
● Establish brand recognition in
south east Queensland so that
at least two in three people
recognise our brand in a
random survey taken in 18
month’s time.
Dis
pro
be
to s
dem
Add
inte
cre
awa
Establish and Adjust the Marketing Mix - BSBMKG502
Issue Date: 27/10/2017 Page 9 of 19
ABN: 57 169 281 501
E: [e-mail]
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758

Financial objectives ● A double digit growth rate for
each future year.
● Reduce the overhead per
store through disciplined
management of expenses.
● Continue increase our gross
profit margins.
Str
will
of r
Thi
add
adv
Customer satisfaction
objectives
BBQfun’s site selection criteria are
critical to success.
● new dwelling populations
● shopping patterns requiring
easy access
● customer car parking
availability.
Imp
sat
imp
dis
pro
inc
the
Recommendatio
n of Relevant
legislation
Strictly adherence to the act of privacy. B
personal information for marketing purp
permitted by the person.
Strictly observe to the competition and con
staff should not make an attempt at inclu
interest above those of the company.
BBQ fun must strictly follow the code of pra
set in accord with the specific use of medi
marketing.
The BBQ fun should not make use of Spam in the
Conclusion Marketing mix of a product will affect the market fo
product designing it is important for marketers to e
product has been fully designed using the marketi
Changes in the marketing mix can cause profit su
term due to the cost of establishing the strategy. B
business will have higher returns in a long-term.
References Establish and Adjust the Marketing Mix - BSB
Establish and Adjust the Marketing Mix - BSBMKG502
Issue Date: 27/10/2017 Page 10 of 19
ABN: 57 169 281 501
E: [e-mail]
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758

Edition, Version 1, Innovation and Business Ind
Ltd Australia, East Melbourne, VIC, Australia
Appendices Sales and marketing policy
BBQfun sales and marketing policy
Purpose The purpose of this policy is to ensure BBQf
advertising is accurate and ethical. It also aim
adhere to legislation, standards and codes o
This policy and procedure on the use of mar
to enable BBQfun to adhere to all legislation
practices and meet standards and codes suc
Bureau (ASB) codes of conduct.
Scope The scope of this policy covers all employee
BBQfun.
Resources Specific guidelines/procedures for the imple
are available below and on the company int
Responsibility Responsibility for the implementation of thi
employees, contractors and management o
Relevant
legislation, etc.
● Privacy Act 1988 (Cwlth)
● Anti-Discrimination Act 1991 (Q
● Competition and Consumer Act
● Spam Act 2003 (Cwlth)
● Australian Direct Marketing Ass
Direct Marketing Code of Practi
● Free TV Australia Commercial T
Code of Practice
● Australian eMarketing Code of p
● Australian e-commerce best pra
Updated/ 6/2012 – Riz Mehra, CFO
Establish and Adjust the Marketing Mix - BSBMKG502
Issue Date: 27/10/2017 Page 11 of 19
ABN: 57 169 281 501
E: [e-mail]
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758

authorised
General guidelines/procedures for sales and market
● Follow all BBQfun procedures. Detailed wri
are available to all sales and customer serv
BBQfun premises and are included in empl
packs.
● Employees should, where required in proce
templates provided for documenting marke
● Employees should, where required in proce
templates, seek approval from designated
marketing activities.
● All marketing material and sales activity m
○ adhere to the Privacy Act: must not u
images, information for marketing pu
express written consent
○ adhere to Do Not Call Register legisla
customers on the Do Not Call Registe
called for marketing purposes
○ adhere to anti-discrimination policy: i
material must not portray any group o
negative, offensive or stereotypical w
sex, gender, marital status, etc.
● Be conducted in a safe and responsible ma
risk to health and safety of BBQfun employ
general public.
● Not include spam campaigns.
● Adhere to the Competition and Consumer A
the Trade Practices Act). Employees must
○ attempt to induce individuals to place
interests above those of BBQfun
○ attempt to restrict competition by:
– inducing a competitor or custom
contract with a third party
– obtaining unauthorised access to
proprietary information or docum
– securing an unfair competitive a
Establish and Adjust the Marketing Mix - BSBMKG502
Issue Date: 27/10/2017 Page 12 of 19
ABN: 57 169 281 501
E: [e-mail]
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758