MRKT20056: Strategic Marketing Plan for Bronze Snake Shop Analysis

This report presents a strategic marketing plan for the Bronze Snake shop, focusing on internal environmental analysis. It begins with an executive summary outlining the report's objectives and scope, followed by an introduction to the concept of strategic marketing. The report delves into the company's background, mission, and objectives, along with an assessment of its product and service portfolio, brand identity, and marketing mix. Internal resource assessments, including human resources, financial management, and operational capabilities, are also evaluated. The analysis extends to external environmental factors using PESTLE analysis, customer analysis, and competitor analysis, including a competitor matrix. A SWOT analysis is conducted to identify strengths, weaknesses, opportunities, and threats. The report concludes with an overall viewpoint on the business's performance and recommendations for future marketing strategies. The report aims to provide a comprehensive understanding of the shop's current market position and suggest ways to enhance its competitive advantage. The report also provides the marketing mix strategies like product, promotion, profit, place, physical evidence, and people, which are essential for business growth.

Running head: STRATEGIC MARKETING PLAN
MRKT20056: Strategic Marketing Plan
ASSESSMENT 2: Situation Analysis Report
Name of the Student: THI THANH PHUONG PHAM
Student ID: S0203846

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Executive summary
The aim of the report is to provide an overview of the strategic marketing plan of Bronze Snake
shop using internal environmental analysis. It starts with the meaning of the marketing and
various stages in marketing plan of the shop, with addition to brand identification, product
service and quality. It includes a brief note on the scope of the marketing plan. It provides the
internal and external environmental analysis of the Bronze Snake shop. Along with this, it
includes analysis statement on the impact of consumers and competitors of the shop. Using
pestle and SWOT analysis, it evaluated the performances of bronze snake shop. The report
concludes by giving the overall viewpoint on the performance of the business.
Table of Contents

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1. Introduction..............................................................................................................................4
2. Internal environmental analysis...............................................................................................4
2.1 Company, background and history-.......................................................................................4
2.2 Description of the company...................................................................................................5
2.3 Mission, statement corporate objectives................................................................................5
2.5 Product and service portfolio-...............................................................................................6
2.6 Scope of marketing planning.................................................................................................6
2.7 Internal resource assessments with strength and weakness...................................................7
2.8 Overall view of marketing mix strategy-...............................................................................7
2.8.1 Marketing mix................................................................................................................7
2.8.2 Marketing strategy-.........................................................................................................8
2.8.3 Internal environment analysis of marketing strategy......................................................9
2.8.4 Barriers in strategy marketing of Bronze snake shop.....................................................9
3. External Environmental analysis-..........................................................................................10
Pestle analysis............................................................................................................................10
4. Customer analysis..................................................................................................................12
5. Competitor analysis...............................................................................................................13
5.1 Local direct and indirect-.....................................................................................................13
5.2 Competitor matrix-..............................................................................................................13
6. SWOT analysis......................................................................................................................15

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7. Conclusion.............................................................................................................................16
References......................................................................................................................................17
Appendix........................................................................................................................................19

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1. Introduction
Strategic marketing plan involves structured planning of the business that includes the purchase
and sale of various commodities using the unique and creative skills. The paper deals with the
description of the company with its background and history. It evaluates internal analysis of
company performance by identifying brand, its quality, product portfolio and the services system
of the business in addition to its scope and mission.
The main aim of this report is to discuss about the effective marketing plan for the Bronze Snake
Shop, which will help them in effectively operating in the market and staying ahead in the
competition. This report will involve several marketing models and matrices, which will help to
determine the current situation of the organization. Effective marketing strategies and objectives
will be provided accordingly. Brand positioning strategy will be initiated along with brand
positioning map. Moreover, the strategies will be discussed along with recommending various
measures to monitor the effectiveness of the strategies.
It includes detailed analysis of internal strength and weakness by understanding the investment
pattern in human resources, financial resources and operational capabilities. Then, it discusses
the marketing mix and marketing strategy in order to understand the overall structure of the
business. It provides a brief note on the barriers in marketing of the Bronze Snake shop. There is
also a brief summary on the external environmental analysis of the Bronze Snake shop using
pestle analysis, customer analysis and competitor analysis along with SWOT analysis. In
conclusion, it evaluates the performances of the business using its types of competitors.
2. Internal environmental analysis
2.1 Company, background and history-
The Bronze Snake shop is a smart company, a retail industry created in 2006 at Melbourne city
by David Strangis and Anthony Sacco. Bronze Snake shop focuses on four factors that are
demographic, geographic, physiographic and behavioral aspects. Demographic covers the age
group from 20 to 35. Geographic includes urban areas and suburban areas while the
physiographic covers fashion fanatic ad lastly the behavioral aspects includes latest trends. With
the use of strategic marketing plan, they created 468.17 percent growth of the net output.

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Background of this shop is that with lots of hurdles it started its own business and earns for the
growth and success. It came up with its ecommerce website. It has an active member on
Instagram page in order to create more customers and to connect with latest brands. After
Australia, it has expanded its business in New Zealand for more business and output.
2.2 Description of the company
Bronze snake company is a retail business oriented specialized in men’s and women’s clothes
and accessories. The initial growth phase of this industry as difficult, slowly it tried its best to
create its position and made $ 8.85 million. It deals in marketing sales and unique strategies for
the growth and achievements.
2.3 Mission, statement corporate objectives
Mission- With a set goals and plans, creating teamwork, collection of complete information
regarding the company and the product, business can create customers. Therefore, good and
accurate market plans of Bronze Snake shop will help the business to grow more rapidly. With
the help of structured marketing plan and strategy, it aims of achieving the desired set targets.
Statement- Marketing means purchase and sale of products in the unique way to earn maximum
sales. Bronze Snake shop deals in men’s and women’s wears; thereby it requires lots of trends
and fashion along with marketing. To maintain a good relation between customer and seller,
there must be good communication that leads to encouraging of the customers in the best way.
Selling of a product depends on the percentage of influencing capacity of seller (Armstrong et
al., 2015).
Objectives- Bronze Snake shop creates customers only when the seller of this shop has full-
fledged knowledge and information about the product. More advertisement and research of a
product leads to creation of demand; therefore, the product should be in relation to customer
wants and needs as the market depends on Customer satisfaction.
2.4 Brand identity-
It includes standard in quality with quality brand packaging, labeling in order to create more
customers. With creative logos and name of the product creates more demand and sales for the

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product. With reference to brand identification then it depends largely on the ratings and review
on the packaging quality and labeling of the product. Example like clothes and watches, standard
unique brand names with good quality material along with present demand as per the customer
requirements will create more demand for the product. Customer identifies the product by
viewing the price, demand for the product, packaging and the quality.
2.5 Product and service portfolio-
Product portfolio- product portfolio identifies the nature of the overall collection of goods and
services thereby in addition, using nature of stock, growth rate of the company, profit and loss
statement, income and operational statement and the rate and records of risk the company has
taken. Good growth in profit and holdings will definitely boost the financial system of the
company. With reference to product type then in case of branded clothes and luxury watches,
there can be quality materials used in production and proper on time good services in relation to
product delivery will create more profit and sales to the business.
Service portfolio- It includes the recordings of all the services and function of the organization
provided to the customers and consumers in order to achieve long term profits and benefits.
Customer friendly products create more sales and growth thereby with good and quick services
in the sales process attracts large number of buyers.
2.6 Scope of marketing planning
Proper marketing includes good product services and portfolio for achieving the high growth and
success. In order to achieve certain business targets, few steps help in reaching those targets.
First for a good marketing plan, shop needs to set a proper goal to achieve desired target of
maximum sales and output. Second step deals with planning of completion of number of sales
per day. There must be recording of sales activity on a daily basis. Then there is a requirement of
organizing information in a systematic manner for the accuracy in the business. After organizing,
one needs to design the packaging of the product in the most classy and attractive way in order to
encourage for more marketing(Baker & Saren, 2016). Designing involves packaging and
labeling of the product. It depends on Bronze Snake shop’s creativity.

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The most important point of a good marketing planning is to gain information about the product
and the company that includes strength and weakness of the company with addition to the
product. It analyses the current market position of the company in terms of market value and
profit. Depending on the analysis report, it will help the company in findings of the future
condition of the clothes. In order to achieve maximum sales, the work should be in to teams.
Apart from one to one open communication; there must be alternative sources of communication
like phone calls and online internet help to expand more in terms of business line.
2.7 Internal resource assessments with strength and weakness
Human resources - It includes use of human knowledge, talents and skills required for the
creative marketing of the product.
Financial management – It includes the proper allocation of resources within the planned budget.
In order to maintain certain targets of the business there must be use of more resources with less
wastage and cost saving.
Operational capabilities - It includes proper functioning of the desired roles using the given
resources within the budget.
2.8 Overall view of marketing mix strategy-
2.8.1 Marketing mix
It deals with the growth strategy of the Bronze Snake shop that includes various factors like
production, promotion, profit, place, physical evidence and people. Production includes unique
creation of products using modern means of resources for more customers and profit. Promotion
of a product gives the demand for the product, choice of channels of distribution and production
will help to create the position of the business in the market and the economy. Profit creation
includes the strength quality and brand of the product.
Better and good quality with consumer preferences leads to more profit of the company. Place
means the direct effect of customers view for the product. Physical evidences include ensuring
about the customer needs and the product tools in order to convince the customer for the
purchase of the product. Lastly, people attraction or customer attraction for the product can

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influence the growth of the Bronze Snake shop in a positive and a strong way. In sum, these are
the various marketing mix and its factors required for the growth of the industry.
2.8.2 Marketing strategy-
Success of Bronze Snake shop comes from a good marketing strategy includes well-defined
structured market goals, market plans, market mix in order to achieve maximum profit for the
sustainability of the business growth of the business. With reference to Bronze Snake shop, the
business needs to setup strong strategy to achieve the set targets for their business. It includes
various factors of concern like production, consumption, quality of raw materials, cost of
production, customers’ satisfaction, product innovation, and marketing effect of product. Bronze
Snake shops involve three main stages of marketing process.
1. Planning- It involves the analysis of the business strength, weakness, external factors,
technology effect, work culture and the overall business condition. These are the various
components of planning stage of marketing. The SWOT analysis of the marketing strategy gives
the business strength and weakness factor with addition to threats to the industry and
opportunities available for this market. Using research methods, it undergoes business current
financial position and the future effect on market. It also provides various trends available for
new trends and fashion in clothing sector.
Goal setting- The very first stage of planning involves proper goal to be set in order to achieve
the planned target. This includes determination of material and quality, price rates to be charge,
place of marketing, advertising and the effect of new quality and design on consumers. Price
rates include proper reasonable rates to charge for the new launch of designer wears in order to
increase customer demand for the product (Channon & Jalland, 2016). It decides proper channel
of distribution of the product in order to increase productivity. On addition to this, it gives
various ways of promoting or advertising the various brands in the unique and creative way
using the good marketing strategy.

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2. Execution of the plan- Once the goal is setup and created its marketing mix strategy, the next
stage is to execute the set goals and strategies in practical. There must be proper budget of the
product and sales criteria. Using factors like create resources, designing of marketing business,
planning of schedules and then the second part is to execute the entire set plan in to action. Use
of Proper quality resources within the given time to fulfill the task with the given marketing
budget and strategy is what gives a proper execution of the plan.
3. Evaluation of the business- With proper use of all the stages and plan one can check the
accuracy and the overall performance of the business and its efficiency and work output. It gives
an evaluative statement about the business performances in terms of financial statement and
market position. Therefore, these are three main stages in marketing process of the Bronze Snake
shop.
2.8.3 Internal environment analysis of marketing strategy
Internal environmental analyses the strength of the Bronze Snake shop while formulating
strategic plans. Various internal factors of Bronze Snake shop can contribute to the growth of the
business profit like financial sector, human factor, and operational support. The internal factors
perform production function, human resource development functions, effective planning
strategies, coordination and cooperation, finance and marketing (David, David & David, 2017).
The organization evaluates the business performances based on these given factors. If the
existing work culture is not suitable for the required marketing strategy then the organization has
to take decision for the change of work culture in order to achieve good work culture and output.
Using value chain a firm divides its activities into two broad categories they are primary and
support activities. Primary activities deals with physical creation of the goods like logistic,
inbound, marketing sales practice. On the other hand, support activities includes human resource
development, technology factor and infrastructure activities.
2.8.4 Barriers in strategy marketing of Bronze snake shop

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For a good market plan, there are some or the other problems that creates issue while execution
of the plan. Those are like poor assumptions, problems in marketing sector, improper marketing
feedbacks. Poor assumptions can be due to unskilled employees during the marketing process,
the product does not get adequate information on the requirement of the consumer, therefore
while marketing the product the problem of false assumption arises. This creates loss of
customers for the business. It also leads to less flexibility because of migration and in terms of
organization performances, lack of information and improper management system.
3. External Environmental analysis-
The external environment of marketing strategy can influence the Bronze Snake shop. These
factors includes out of control and uncertainty in the changes of the factors. Competition,
government plans and policies, cultural and social factors, natural forces, demographic and
technology factors.
Market competition of Bronze Snake shop includes same product and brands influence the
industry in terms of competition. It depends on the marketing strategies, means strong marketing
strategies leads to more business in this market. Government plans and policies refers to the
norms, rules and regulation in relation to marketing that maintains standard and risk free market
structure. It leads to healthy global relation while doing marketing globally (Dwyer, Čorak &
Tomljenović, 2017). Cultural and social factors include societal needs, welfare, living standards,
and the cultural values and ethics that help to grow business rapidly.
When the products are cultural friendly, as per the customer needs and requirements, then it
creates more number of sales and demand for the product. Natural forces mean environmental
and nature friendly products create sustainable business. It protects the environment and
encourages for more green business. Demographic factors include accurate and full-fledged
information regarding the market trends and variables that can affect the market strategies of
Bronze snake business. On the other side, technological factors involve modern use of
technology and mode of communication in order to enhance productivity and growth of the
business. Creative skills in advertising of the designer clothes and accessories can increase more
sales and profit to the Bronze Snake shop.
Pestle analysis

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Using pestle analysis, the external environmental factors can give us the impact on marketing
strategy of Bronze Snake shop. There are six factors of pestle model to evaluate the impact and
performance of Bronze Snake shop.
Political factor- Political factor deals with government stable functions in the industry will help
the industry to expand more globally , if the government encourages for modern technology then
there will more production and output. Good and stable trading relations globally can make the
Bronze snake Shop to grow rapidly and aims for maximum profit (Feng, Morgan & Rego, 2017).
When the political relations with other countries are good then it acts as a positive merit for the
marketing business to create more global relations and agreements with different countries.
Economic factor - Comparing with other countries growth rates and the export position then the
market should create more production in order to increase export. In terms of economic factor,
the large source of revenue comes from middle-income group of customers therefore there
should be reasonable rates, as it creates more demand for the middle group customers. More
customers create more income for the Bronze Snake shop (Felix, Rauschnabel & Hinsch, 2017).
On the other side, there must be proper payment of rates in order to maintain stable inflationary
pressure. Fluctuations in interest rates can affect the business in greater way.
Social factor- Social factors deal with society culture, business ethics and the customer
satisfaction; means business should be consumer friendly with reasonable rates using standard
business ethics. Demographic factors play a key role in this business. It helps to understand
customers’ sentiments while the purchase and sale of the product (Grant, 2016). Thereby,
changes in the lifestyle of the consumer largely affect the business.
Technological factor- Technological factor refers to modern technology and innovative
solutions add on to more production and tough competition for the Bronze Snake shop. It brings
more sales and revenue to the business. The market totally depends on the creative abilities to
influence the customers with the best use of various technologies like smart phones, internet and
modern means of communication (Hollebeek, Conduit & Brodie, 2016). Growth in the sales
directly adds to the more production of Bronze Snake shop.
Legal factor- To increase scale of production, there should be good global relations and this can
happen only when there are good government facilities in relation to this retail market. There