BSBMKG502B - Marketing Mix Analysis and Adjustment for Braaap

This report provides a comprehensive analysis of the Braaap organization's marketing mix. It begins by outlining the key characteristics of Braaap's motorcycle products across road, dirt, and youth categories, and then delves into the pricing strategies employed, including market skimming and product line pricing. The report examines the impact and importance of promotional methods like sponsorship and direct distribution channels, as well as the significance of customer service. It identifies Braaap's potential customer base and details the components of its marketing mix: product, price, place, and promotion. External environmental factors such as technology, competition, and the political and legal environment are assessed for their impact. Furthermore, the report explores the influence of customer priorities on the marketing mix, defining product, pricing, promotional activities, distribution channels, and service variations. It analyzes how the marketing mix aligns with Braaap's strategic and marketing objectives, including maintaining product quality, customer satisfaction, and community outreach. The report also discusses key performance indicators (KPIs) for monitoring performance, such as sales, inventory management, gross profit, and customer satisfaction, and concludes by considering the implications of adjusting components of the marketing mix, including budget requirements and demographic and economic factors.

Running Head: Marketing
0
Braaap organization
Establish and adjust the marketing mix
2/5/2020

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Contents
Key characteristics of the products and services.............................................................................2
Pricing policy and analyses pricing variables..................................................................................2
Impact and importance of the following elements..........................................................................3
Braaap’s potential customer base....................................................................................................3
The components of the marketing mix............................................................................................3
External environmental factors........................................................................................................4
Impact of customer priorities in the marketing mix........................................................................5
Define product, pricing, promotional activities, distribution channels, and service variations.......5
Marketing mix analysis or achieving organization strategic and marketing objectives..................5
Monitor the performance.................................................................................................................6
Implications of components in the marketing mix..........................................................................7
Adjust components of the marketing mix........................................................................................7
References........................................................................................................................................9

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Key characteristics of the products and services
Braaap Organization deals in the motorcycle company where they offer the products to the
customers so that they can feel alive. The company was founded in Launceston Tasmania which
provides the motorcycles of three ranges which are road, dirt and the youth. The road
motorcycles offer products like Café Racer, Moto3, Superlite, Urban, etc. The characteristics of
these products are they have modern disc brakes and have aerodynamic efficiency. The product
also gives a lifetime warranty for $250. The swingarm is of steel tubular (Davari and Strutton,
2014).
In Dirt, different products of motorcycles are offered such as MXA-125, MX3, MX-125F, etc.
The characteristics of such bikes are they have the larger seat height and have a fully operational
clutch. The youth is very much attracted to the bike so for them, the company has offered
products like MX-119 F, MX-50F, ETC. they front and back tire is large and the swing arm is of
Mono Aluminum. The engine of these bikes contains a single cylinder and has reinforced the
Chromoly frame (Kubacki, et al., 2015).
Pricing policy and analyses pricing variables
The company Braaap Organization uses the two pricing strategy which is market skimming and
product line. The company even offers many plans to its customers so that flexible payment can
be done. They are offering the discount, credit facilities, or the installment payment. The
company Braap sets the higher process of their motorcycles products so that many buyers can be
attracted to them and then later on the company reduces the prices to attract the more market
(Esmaili and Fazeli, 2015).
The marketing target of the company is the same for every product so the price lining method is
used by the company to separate the goods and services as per the quality demanded by the
consumers. The sales and discounts are the examples that provide the company to have higher
profit margins. When there is a demand or sale the demand of the customers towards the
Motorcycles in the company enhanced automatically.

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Impact and importance of the following elements
The promotional methods: The sponsorship method of promotional activity is used by the
Braaap Company as it influences the purchasing behavior of the consumers. The market share of
the company gets enhanced with this strategy only as it helps in attracting more targeted
customers (Aisah, 2019). The sponsorship method of promotion helps the company in raising its
brand and also creates positive PR in the market.
The channels of distribution: The Braaap Company has the direct method of selling
distribution in which the manufacturers direct sell the products of the motorcycles to their
customers and there are no intermediates. This method of distribution helps in increasing the
profit and also helps in structure a good connection with the customers (Kubacki, et al., 2015).
The level of customer service provided: The Company provides desired customer services so
that loyalty can be build up in the market. The company provides delighted customer services
that are cost-effective and build loyalty among the customers. The company get the success by
delighting the customers as they got satisfied with the services provided by the company.
Braaap’s potential customer base
The potential customer base of the organization is the one who is interested in the motorcycles.
The youth are very much attracted to these products so they are the major potential customers as
they took participate in the racing, took the rides in the dirt and also do stunts with this bike. The
people who are passionate about the motorcycles are the major customers of the company as they
buy these bikes and helps in increasing the profit of the company (Dadzie, et al., 2017). The
company gets success to these potential customers only as they took an interest in these bikes
and company market shares enhances.
The components of the marketing mix
Product: The Company Braaap organization offers the products a wide range of products. They
offer different bikes such as different bikes for road, dirt and youth. The youth wants the
designable bikes with a high range of speed while the road bikes are normal. The dirt bikes have

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large engines as they are used for racing purposes. There are several products like Café Racer,
MOTO3, MX-125F, MX2, MXA-135, etc. (Khan, 2014).
Price: The price of these products range as per their specification and characteristics. Generally,
the company offers the high prices of these products as they are providing the new specification
with the expected demand of the customers. The company also offers a discount and sale to
attract customers.
Place: The Company has its shops in the Australian market so they have targeted the Australian
people only. The major market of the company is in Launceston. Tasmania it was founded over
there and that place has bred sea horses and dragons majorly (Aghaei, et al., 2014). People over
there go for walks and rides so this place attracts many customers to take motorcycles. The place
has many youths who are attracted to the new design of bikes so they used to buy this product.
Promotion: There are several methods of promotion through which the company can attract a
wide range of customers (Akgün, et al., 2014). The company has done the sponsorship and
organizes the promotional campaign so that the loyalty of the customers can be attained.
External environmental factors
The technology is the main factor which has a great impact on the elements of the marketing
mix. The product and price of the product get an impact on the new technology brought in the
market. The competition is very high in the market which results in reducing the market share.
The company Braaap is offering a wide range of products wide the different specification but in
the dynamic market, more innovative and creative thinking is needed at every scale (Dadzie, et
al., 2017).
The political and legal environment of Australia is also bringing many changes in the market.
They brought the new policies and taxation which impact the profit of the company Braaap. The
economic condition of Australia is good and there were many youths who are very much
attracted to the new innovation especially in motorcycles.

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Impact of customer priorities in the marketing mix
Customer priorities play an important role in the overall process of the marketing mix. If the
marketing mix cannot fulfill the priorities of the customer then they give a bad impact on the
buying behavior of customers (Khan, 2014). Braaap organization provides high priority to satisfy
customer expectations. The consumer gets increases if they realize the expectations of the
organization as a reality (Hu, et al., 2014). The needs of customers impact the marketing mix as
the fulfilling of needs of the consumer is important so the marketing mix must include the proper
description of products so the customer needs and preferences can be analyzed easily. The
marketing mix includes all the marketing aspects of the products of Braaap organization so the
customer preferences can be evaluated. The needs and priorities of customers impact the
marketing mix as they need to be discussed in the marketing mix so the customers analyze that
their priorities are fulfilled or not (Huang and Sarigöllü, 2014).
Define product, pricing, promotional activities, distribution channels, and service
variations
The marketing objectives need to be clear for the additional products offered as it is important to
provide a better quality of products and attain better satisfaction from consumers (Pomering,
2017).
While offering additional products, the target market needs to be analyzed in a proper manner
and also evaluate the desire of customers. The analysis of the target market helps Braaap
organization to maintain profits in the market. The desired positioning also helps the customers
to analyses the overall position of products in the market. The desired positioning gives the new
concept in the market and helps the customer to analyses the new features in the product. All the
activities of marketing are used in this particular concept of additional products (Helm and
Gritsch, 2014).
Marketing mix analysis or achieving organization strategic and marketing objectives
The objectives of the Braap organization are:

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1. Maintain quality in products: Braap aims to provide better quality products at a low
price to the customer to attain the customer's attention towards the products.
2. The satisfaction of customers: The attaining of customer satisfaction is one of the main
objectives of the Braap organization.
3. Community outreach: The outreach to the community is also essential in the marketing
objectives of the company. This improves the overall financial support of the company.
Marketing Mix:
1. Product: The products of motorcycles that attract the customers as they have different
features and key aspects used by the customers.
2. Price: Maintain reasonable prices to gain more profits at an initial level of selling
motorcycles in the Australian market.
3. Promotion: The promotion of the products is also important for the Braap organization.
The promotional activities include sponsorship to attract the customers.
4. People: People play an important role in the marketing mix that focuses on the
satisfaction of customers and to manage the social communication group.
Monitor the performance
To monitor the performance, the KPI’s are the best source to maintain the process of the
products and services. The key performance indicators are used to manage the overall
performance of the motorcycles in the target market of consumers. The components of the
products can be tested by using key performance indicators. The KPI’s of Braaap organization
are discussed below-
1. Sales: The overall sales of Braaap organization define the performance of the
organization. The sales are one of the best key performance indicators of the business
organization that improves the business process.
2. Inventory Management: Inventory management is also included in the key performance
indicator. The flow of goods is included in inventory management so this shows the
overall performance of the organization in the market.

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3. Gross Profit: The analysis of gross profit is also indicating the performance of the
organization (Helm and Gritsch, 2014). The total profit gives a description of the
performance that is less or more. It is important for the organization to analyses the
overall gross profit evaluate the overall performance of the organization in the proper
target market.
4. Customer Satisfaction: It is essential for managing the overall performance of the
organization as the satisfaction of customers is responsible to improve the performance
and evaluate the performance of the business organization.
Implications of components in the marketing mix
By adopting the innovation in the manufacturing of the organizational products provide helps to
the Braap organization in managing the needs of consumers in the market. The consumer market
needs proper innovative products that are good for the diverse nature of the customers that only
prefer innovative products. The demographic and economic factors:
Demographic factors of Braaap organization are related to the population of the target market
that relates to Australia. The socioeconomic features of a populace expressed in statistics such as
average size, sex, age, education level and several other characteristics (Wongleedee, 2015).
Economic factors of Braaap organization that affect the overall economic activities of the
Australian market. The economic factors of Braaap organization affect the overall market of the
business as the economic factors are responsible for the growth and decline of the company in
the desired market (Layton, 2015).
Adjust components of the marketing mix
a. Budget Requirements
In million $ 2014 2013 2012
Revenues 22, 435 22, 211 18,745

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Operating Expenses 10,321 10, 109 9,222
Net incomes 12, 456 12,201 10,566
Company-operated
margins
2345 2145 1098
b. Organizational strategic objectives
The main objective of the Braap organization is to provide better innovative products to
the customers to attain customer satisfaction and gain the proper profit in the market.
These objectives can be attained by using all the activities in a proper way and by
maintaining the employee performance in the organization (Abeck, 2017). All the
strategic objectives are important in this process.
c. Operational marketing objectives
The operational marketing objectives need to be SMART that is specific, measurable,
achievable, realistic and time-bound. All the objectives of the Braap organization follow
the concept of SMART objectives.
d. Desired market positioning
The marketing positioning can be defined by the mission and vision of the organization.
The mission statement of the organization is “to provide better and innovative products to
gain customer satisfaction in the market” (Mohammad, 2015). The vision of the
organization is to “become an effective provider of products in the target market”.

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