Strathfield College: BBQfun Marketing Plan Analysis Report - Term 3

This report analyzes the marketing strategies of BBQfun, an Australian company specializing in outdoor furniture and accessories. It begins by assessing the success of BBQfun's current marketing activities, highlighting the need to restructure its marketing mix to maintain its market position. The report then identifies over- and under-performing products, suggesting product development, particularly in the BBQ accessories range, to attract a broader customer base. It also emphasizes the importance of forecasting market demands to refine production and marketing strategies. The analysis includes recommendations for entering the e-commerce platform to enhance market presence and revenue. The report concludes that BBQfun possesses a strong marketing strategy that needs to be strengthened and aligned with Australian market conditions. References to relevant literature are included.

Marketing of BBQfun

Introduction
 Restructuring of marketing mix is one of the main component of the marketing strategies
of companies and ensure their sustenance in the market.
 Business organisations have to restructure their respective marketing mixes in order to
retain and strengthen their respective positions in the market. Restructuring the marketing
mixes ensure that the same are aligned to the macroeconomic conditions.
 The business organisation in order to restructure their respective marketing mix first
analyse the success of their prevailing marketing activities in achieving their business
targets.
 Then they go on to consider the performances of their present products (the first
component of marketing mix) to decide on further development or withdrawal of certain
products.
 The third step consists of forecasting of future demands to decide on the production
process. The aim of the report would be exploring these three steps through the lenses of
BBQfun, an Australian company marketing outdoor furniture and outdoor accessories with
Brisbane as its base.

Success of the marketing activities
 The present level of
marketing activities of
BBQfun are sufficient in
maintaining the position of
the company in the short run.
 The company would be
required to restructure its
marketing mix to ensure its
top position in outdoor
furniture and accessories in
Australia.
The
Yard
BBQ’s
R us
Outdo
orz
BBQfu
n Total
Total sales 16000 in
2017 0 4,000 4,000 8,000 16000
Share in 16000 units
(%) 0% 25% 25% 50%
Total sales 20000 in
2017 0 6,000 6,000 8,000 20000
Share in 20000 units
(%) 0 30% 30% 40%

Identifying over and under-performing products and
services considerable for withdrawal or development:
 BBQfun should develop new products
to cater to the third customer base.
 This means the company by
developing the BBQ accessories
product range, which is of low price
range, would be able to attract more
customers and generate higher
revenue (Morgan et al., 2019).
 In fact, it can be pointed out that
strengthening the low price range of
products would enable BBQfun to
align its marketing mix to the
Australian market conditions to a
greater extent (Išoraitė, 2016).

Use of forecasting techniques to
identify existing and emerging
market As far as the existing customer bases
are concerned, the company should aim
to introduce new products and
innovative versions of existing products.
 Secondly, the company should to find
entirely new markets outside its present
market Brisbane.
 BBQfun should conduct market scoping
of both the markets to identify
opportunities to introduce new products.
 The company should forecast the
demands in both the markets to form
appropriate marketing strategies.
New markets
New needs among
existing customers
Entirely new
customer base
Market research of
Australia
New products and innovative
versions of existing
products+ Demand forecast
New products suited to the
new market+ Demand
forecast
More profits

Conclusion and Recommendation
 It can be concluded from the analysis that BBQfun has a strong
marketing strategy. The company holds a stronger marketing mix
compared to its competitors. However, the company must aim to
strengthen its marketing mix and align it more to the market
conditions of Australia.
 It can be recommended that the company should enter the
ecommerce platform to market its products. This would enable it to
boost market presence and its revenue generation.

References
 Ato.gov.au. 2019. Retrieved 22 September 2019, from https://www.ato.gov.au
/Business/Excise-and-excise-equivalent-goods/Excise-equivalent-goods-(imports)/Customs-duty-rates/
 Išoraitė, M. (2016). Marketing mix theoretical aspects. International Journal of Research–Granthaalayah, 4(6),
25-37.
 Jackson, G., & Ahuja, V. (2016). Dawn of the digital age and the evolution of the marketing mix. Journal of
Direct, Data and Digital Marketing Practice, 17(3), 170-186.
 Karp, P. (2019). ABS drops reference to worsening wealth inequality to craft a 'good story'. Retrieved 22
September 2019, from https://www.theguardian.com/australia-news/2019/aug
/28/abs-drops-reference-to-worsening-wealth-inequality-to-craft-a-good-story
 Long, S., & Janda, M. (2019). Abc.net.au. Retrieved 22 September 2019, from https://www.abc.net.au
/news/2019-07-12/household-income-and-wealth-abs-data-shows-rich-are-richer/11302696
 Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing strategy. Journal of the
Academy of Marketing Science, 47(1), 4-29.
 Ottman, J. (2017). The new rules of green marketing: Strategies, tools, and inspiration for sustainable
branding. Routledge.
 Thapa, S., & Acharya, S. (2017). Remittances and household expenditure in Nepal: Evidence from cross-
section data. Economies, 5(2), 16.
 Walasek, L., & Brown, G. D. (2016). Income inequality, income, and internet searches for status goods: A
cross-national study of the association between inequality and well-being. Social indicators research, 129(3),
1001-1014.

Thank You